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

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

Další SEOloger vám představil skvělý SEO nástroj SEO surfer a představíl 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.

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Pavel Ungr, SEOloger

December 21, 2020
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  1. Data Driven Optimization That scales! MICHAŁ SUSKI

  2. Michał Suski Co-Founder of Surfer michal@surferseo.com Master of science at

    Forestry Quality Assurance since 2014 SEO since 2016 Surfer 2017
  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
  4. Keyword Research Process of finding attractive keywords for the website

    to target.
  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
  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
  9. User intent X Topic clusters • People want what they

    need • Good cluster address essential information
  10. Cluster level • Domain • URL

  11. What can go wrong?

  12. Off the topical cluster - irrelevant pages • SEO agency

    writes about TV ads • Rankings drop on SEO related keywords
  13. Off the topical cluster - irrelevant keywords • Article is

    too wide • Diluted expertise and negative behavioral signals • Hard times with ranking and maintaining positions
  14. Off the topical cluster - lacking information • Article is

    too narrow • Missing answers • Requires a strong push from backlinks to rank
  15. I won’t show you how to generate 1000’s keywords... …

    clustering starts when you already have them.
  16. • Manual • Semantic • Keyword level - SERP Similarity

    • Page level - URLs’ visibility Clustering in 4 ways
  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
  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
  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!
  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
  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?

  31. Content Planner showdown!

  32. • Find the topic • Analyze competitors • Create guidelines

    • Review the text • Optimize it further before it lands on the page Content Creation Process
  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 :(
  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!
  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...
  36. The Process of content creation at scale!

  37. WHY YOU SHOW ME THE TOOL?

  38. • Keywords: organic gardening niche • Market: US • Action:

    Optimized Content Creation within topical cluster Building topical relevance
  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
  47. Progressive Content Optimization

  48. • SERPs volatility • Algorithm changes • Competitors’ actions Audits

    on regular cadence
  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
  50. • Getting aligned with current demand • Finding new topics

    and expanding ranked keywords • Ranking higher Impact of the content audit
  51. • Keyword: пинтерест (Pinterest) • Market: Russia • Action: Single

    article optimization Existing content optimization
  52. The Job

  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
  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
  63. • TRUE DENSITY report • Length and structure • Page’s

    performance Performing the content audit
  64. Live Content Audit

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