News SEO: How to Take Down a Server of a Big Media Website

3fb9592f6fe8a87e59d931461b8b0079?s=47 Mikulas Prokop
September 19, 2020

News SEO: How to Take Down a Server of a Big Media Website

Elections or sports championships are among the most searched topics on Google in Slovakia. Learn about the award-winning SEO strategy that helped the news website www.sme.sk win these kinds of events in organic search for the last couple of years. This presentation was part of my appearance at SEO Zraz 2020.

3fb9592f6fe8a87e59d931461b8b0079?s=128

Mikulas Prokop

September 19, 2020
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Transcript

  1. How to Take Down a Server of a Big Media

    Website
  2. None
  3. Too Much SEO

  4. Mikulas Prokop Freelance SEO Consultant Blog: www.mikulasprokop.com/blog/ LinkedIn: linkedin.com/in/mikulasprokop/ Twitter:

    twitter.com/mikulasprokop Email: sayseo@mikulasprokop.com
  5. Big News Events

  6. None
  7. Why bother with SEO?

  8. The Ice Hockey World Championships 2015-2017 2015 2016 2017

  9. The Ice Hockey World Championships 2015-2018 + 1 700 %

    2015 2016 2017 2018
  10. The Ice Hockey World Championships 2015-2019 + 134 % 2015

    2016 2017 2018 2019
  11. Doing SEO = doing better content

  12. 5 things you should know 1. know your time 2.

    know your topic 3. know your SERP 4. know your assets 5. know your weak spots
  13. Know your time

  14. Traditional SEO

  15. News Events SEO

  16. 3 stages

  17. Before

  18. During

  19. After

  20. “ User intent & SERP is changing at every stage

    of the event.
  21. Keyword: “presidential election 2019” Date Candidates Preferences News After During

    Before How Where Exit Polls Live results Results Maps Numbers
  22. Start early • Create the event section and supporting pages

    at least half a year before the event • Create as much content as possible in advance • Test your content before the main event
  23. Know your topic

  24. Read & learn

  25. None
  26. Source: Sitebulb

  27. Imagine all the content formats! • news article • video

    article • interview • podcast • static event page • homepage • live results • live commentary • entities • infographics • graphs • images • debates • guides • results • glossary
  28. Target every topic that relates to the event. Use all

    the forms and formats that fit the SERP. “
  29. Know your SERP

  30. Two years ago, I barely looked at SERP. Now, I

    am looking there most of the time. “
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  34. Different users want different types of content. Repurpose your content

    as much as possible. Target every user/content preference. “
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  37. When your domain authority is high enough, keyword cannibalization is

    not an issue. It’s an opportunity. “
  38. Mobile SERP looks different

  39. Know your assets

  40. Take the full advantage of your domains, sub- domains, and

    content that already exists. “
  41. Internal links are huge!

  42. Cross-domain navigation

  43. Site-wide navigation

  44. Site-wide widgets

  45. Section-wide widgets

  46. Entities

  47. Articles

  48. Know your weak spots

  49. One week after the event, you don’t remember a lot

    of what you did/saw. “
  50. Thorough reporting • Take notes before, during and after the

    event • There is always room for improvement • Don’t just report the data, learn from the data • What was working the last year, doesn’t have to work the next
  51. 5 things you should know 1. know your time 2.

    know your topic 3. know your SERP 4. know your assets 5. know your weak spots
  52. Award Winning Strategy Digital PIE • Digital PIE 2019 (winner)

    • Digital PIE 2020 (winner) European Content Awards • Media / Publishing Content Campaign of the Year (winner) • Pan European Content Campaign of the Year (finalist) • Content Strategy of the Year (finalist) • Low Budget Content Campaign of the Year (finalist) European Search Awards • Best Low Budget Campaign (finalist) • Most Innovative Campaign (finalist) Global Digital Excellence Awards • Global Organic Content Campaign of the Year (finalist) Global Search Awards • Best Low Budget Campaign (finalist) • Most Innovative Campaign (finalist)
  53. sayseo@mikulasprokop.com