SEOloger #52: Michal Suski, SEO SURFER: DATA-DRIVEN ON-PAGE OPTIMIZATION

Další SEOloger vám představil skvělý SEO nástroj SEO surfer > https://get.surferseo.com/wg9wsdwd815s a představil nám ho jeden za zakladatelů Surferu Michal Suski včetně odpovědí na vaše dotazy
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Michal isDigital marketer with love for SEO. Michał co-founded Surfer and has been evangelizing the product and data-driven approach to optimization.

Transcript

1. Data Driven Optimization
   That scales!
   MICHAŁ SUSKI
   

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2. Michał Suski
   Co-Founder of Surfer
   michal@surferseo.com
   Master of science at Forestry
   Quality Assurance since 2014
   SEO since 2016
   Surfer 2017
   

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3. Agenda
   ● Taking Keyword Research to the next level
   ● Writing copy that adds relevance with Content Planner
   ● Creation at scale with data driven guidelines
   ● Audits on regular cadence
   

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4. Keyword Research
   Process of finding attractive keywords for the website to target.
   

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5. Keywords
   ● DFS has 600M keywords for the US market
   ● Pages rank for dozens keywords
   ● All we need is to understand which we can rank together
   

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6. Clusters
   ● discrete items that are close to each other
   ● individuals collected in one place; a crowd
   ● galaxies or stars that appear near each other
   

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8. Why do we need them?
   ● To feed the algorithm
   ● To build proper structure
   ● To satisfy the user intent
   

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9. User intent
   X Topic clusters
   ● People want what they need
   ● Good cluster address essential information
   

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10. Cluster level
    ● Domain
    ● URL
    

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11. What can go wrong?
    

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12. Off the topical cluster -
    irrelevant pages
    ● SEO agency writes about TV ads
    ● Rankings drop on SEO related keywords
    

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13. Off the topical cluster -
    irrelevant keywords
    ● Article is too wide
    ● Diluted expertise and negative behavioral signals
    ● Hard times with ranking and maintaining positions
    

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14. Off the topical cluster -
    lacking information
    ● Article is too narrow
    ● Missing answers
    ● Requires a strong push from backlinks to rank
    

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15. I won’t show you how to
    generate 1000’s keywords...
    … clustering starts when you
    already have them.
    

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16. ● Manual
    ● Semantic
    ● Keyword level - SERP Similarity
    ● Page level - URLs’ visibility
    Clustering in 4 ways
    

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17. Manual clustering:
    process
    ● Open your researched list of keywords
    ● Assign each keyword to a bucket based on your expertise
    ● Simple but powerful if you know the niche
    

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18. Semantic clustering:
    process
    ● Various methods on comparing two words
    ● Set your rules and let the algorithm work
    ● Check the results and adjust it
    ● Keywords are grouped based on semantic
    commonness
    

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19. Similar SERPs:
    process
    ● Check search results for researched keywords
    ● Compare results
    ● Group keywords which have overlapping results
    

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22. Don’t get me wrong,
    I like these...
    … but let’s add a bit of
    science!
    

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23. Clustering Algorithms, what
    do they do exactly?
    

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27. Clustering algorithms:
    the method
    ● Compares sets of ranked keywords
    ● Finds look alike pages
    ● Creates clusters based on keywords groups similarity
    

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28. Output
    ● List of keywords that are commonly ranked
    by competitors
    ● Grouped into clusters using Python or R
    ● Based on the Google Algorithm
    

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30. How to plan content
    at scale?
    

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31. Content Planner
    showdown!
    

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32. ● Find the topic
    ● Analyze competitors
    ● Create guidelines
    ● Review the text
    ● Optimize it further before it lands on the page
    Content Creation Process
    

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33. ● Find the topic - manual process
    ● Analyze competitors - manual process
    ● Create guidelines - manual process
    ● Review the text - manual process
    ● Optimize it further before it lands on the page - manual process
    Not detailed or not quick
    enough :(
    

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34. ● Find the topic - manual process
    ● Analyze competitors - manual process
    ● Create guidelines - manual process
    ● Review the text - manual process
    ● Optimize it further before it lands on the page - manual process
    With Planner and Editor we
    can cross all of these!
    

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35. ● Find the topic in Content Planner
    ● Analyze competitors automatically
    ● Create guidelines - done for you
    ● Review the text in a single glance
    ● Optimize it further before it lands on the page nothing to do here!
    Connecting the dots...
    

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36. The Process of
    content creation
    at scale!
    

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37. WHY YOU
    SHOW ME
    THE TOOL?
    

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38. ● Keywords: organic gardening niche
    ● Market: US
    ● Action: Optimized Content Creation within topical cluster
    Building topical relevance
    

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39. The Job
    ● 30 articles written and optimized based on data
    ● No backlinks acquisition
    ● 0.1 DA domain
    

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41. ● Constant traffic growth
    ● Building expertise and relevancy
    The Impact
    

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46. ● You can rank without backlinks for niche keywords
    ● Content creation that covers topical cluster makes snowball
    effect
    ● Low budget does not mean you can’t make it
    The Test Results
    

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47. Progressive
    Content
    Optimization
    

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48. ● SERPs volatility
    ● Algorithm changes
    ● Competitors’ actions
    Audits on regular cadence
    

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49. ● List your landing pages
    ● Prioritize them
    ● Divide into buckets
    ● Allocate your time for the project
    ● Assign hours of your time to each URL
    Start with an outline
    

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50. ● Getting aligned with current demand
    ● Finding new topics and expanding ranked keywords
    ● Ranking higher
    Impact of the content audit
    

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51. ● Keyword: пинтерест (Pinterest)
    ● Market: Russia
    ● Action: Single article optimization
    Existing content optimization
    

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52. The Job
    

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53. ● 90% keywords improved
    ● 150 of new keywords
    ● Ranked longtails without using them in the content
    The Impact
    

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56. BONUS - 2 more pages
    

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61. ● Google creates clusters by themselves
    ● Google ranks better content that match the whole cluster
    ● Benchmarking competitors multiply their efforts
    ● Single keyword/variations optimization is less effective
    The Test Results
    

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62. ● Go through your list or Google Search Console
    ● Plug main focus keyword into SERP ANALYZER
    ● Review competitors and generate report
    Preparing the content audit
    

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63. ● TRUE DENSITY report
    ● Length and structure
    ● Page’s performance
    Performing the content audit
    

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64. Live Content Audit
    

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65. ● Find your topical cluster
    ● Build topical relevancy to create snowball effect
    ● Optimize for the topical coverage than single keywords
    ● Audit pages on regular cadence
    Wrap Up
    

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66. Data Driven
    Optimization
    that scales!
    MICHAŁ SUSKI, SURFER
    THANK
    YOU
    

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