bSEO - Think like a PM and optimise beyond the SEO bubble

Transcript

1. Think like a PM and optimise beyond the SEO bubble Gus Pelogia Indeed speakerdeck.com/pelogia @pelogia
2. @pelogia | guspelogia.com | #brightonseo Visibility DR Rankings Crawling CWV
3. @pelogia | guspelogia.com | #brightonseo Burst the bubble image Lorem ipsum dolor sit amet consectetur SEO
4. Digital Product Manager Deliver business impact by identifying and solving customer problems Source: Lenny's Newsletter
5. @pelogia | guspelogia.com | #brightonseo Place screenshot here Know before you apply Save time, increase chance of vacancy filled Hybrid vs Remote Partial flexibility Create alerts See only opportunities that matter Filter Jobs by “Remote”
6. SEO Product Manager Discovers, builds and iterates product features that support your audience, humans and bots, to achieve a goal
7. @pelogia | guspelogia.com | #brightonseo SEO Product Initiatives Examples Programmatic Pages Internal Link Module Title Tests
8. Product Requirement Document (PRD)
9. @pelogia | guspelogia.com | #brightonseo
10. @pelogia | guspelogia.com | #brightonseo A PRD is your pitch to gain buy-in and resources from those who are not sold on the idea yet
11. @pelogia | guspelogia.com | #brightonseo … but also allows you to consolidate exactly what and why you’re doing something
12. Let's write a PRD today
13. @pelogia | guspelogia.com | #brightonseo Product Requirements Document Opportunity Business opportunity Background Set the scene MVP How the feature looks like
14. @pelogia | guspelogia.com | #brightonseo Product Requirements Document Open Questions To discuss with stakeholders Technical Debt Baseline for requires tasks Rollout & Measurement Dates and goals
15. @pelogia | guspelogia.com | #brightonseo Automated Internal Link Module
16. 01 Background
17. @pelogia | guspelogia.com | #brightonseo Internal links are an important ranking factor. The anchor text is considered by Google to understand what your page should rank for. Background
18. @pelogia | guspelogia.com | #brightonseo We have [1000+] [page type] on our website and making these changes manually is a daunting activity Background
19. @pelogia | guspelogia.com | #brightonseo An automatic solution would save us time and allow us to adapt the strategy and boost a new page instantly. Background
20. 02 Opportunity
21. @pelogia | guspelogia.com | #brightonseo An automatic solution would save as time and allow us to adapt the strategy. We could “boost” a new page instantly. The MVP will cover [50] product pages with a minimum traffic potential of [20000] searches and conversion potential of [200] leads Opportunity
22. @pelogia | guspelogia.com | #brightonseo An automatic solution would save as time and allow us to adapt the strategy. We could “boost” a new page instantly. After [three months], we expect an increase of [5%] in traffic and conversions Opportunity
23. @pelogia | guspelogia.com | #brightonseo An automatic solution would save as time and allow us to adapt the strategy. We could “boost” a new page instantly. After the MVP, this can be expanded to our Top [5] target countries in a fraction of the time Opportunity
24. 03 MVP
25. @pelogia | guspelogia.com | #brightonseo An automatic solution would save as time and allow us to adapt the strategy. We could “boost” a new page instantly. Minimum Viable Product A basic but functional version of your initiative that allows to prove impact
26. @pelogia | guspelogia.com | #brightonseo MVP Format 50 Highest [potential] pages will receive links Max one link to the same destination per page
27. @pelogia | guspelogia.com | #brightonseo MVP Format 50 Highest [potential] pages 100 Minimum extra internal links Max one link to the same destination per article Links will include parameter trackers
28. @pelogia | guspelogia.com | #brightonseo MVP Format 50 Highest [potential] pages 100 Minimum extra internal links Max one link to the same destination per article Links will include parameter trackers Service will update published and new articles 5 Max automated links per page, max one per paragraph
29. @pelogia | guspelogia.com | #brightonseo UI for editors to make changes 01 Multiple anchor text to same destination URL 02 Links to other products or domains 03 Does not include
30. 04 Technical Debt
31. @pelogia | guspelogia.com | #brightonseo Phase 1: Validation Technical Debt Map high- converting pages and desired anchor text Audit internal linking
32. @pelogia | guspelogia.com | #brightonseo Phase 2: Pre-flight work Technical Debt Design how links will appear Research how other teams/products may use this feature
33. @pelogia | guspelogia.com | #brightonseo Phase 3: Eng build Technical Debt Verify if platform improvements are a blocker Technical stuff - APIs, cronjobs, S3 buckets, etc
34. @pelogia | guspelogia.com | #brightonseo Phase 4: Rollout Technical Debt Measure conversion impact (short and long- term) Run A/B test for [2] weeks before releasing to all users
35. 05 Open Questions
36. @pelogia | guspelogia.com | #brightonseo How can we ensure an anchor text is present in at least 50 articles? Can we exclude specific articles to display these links? How easy is it to update and expand the anchor text list?
37. 06 Rollout
38. @pelogia | guspelogia.com | #brightonseo Automated Internal Linking 14 Sep MVP release 14 Dec MVP Results 28 Oct Initial Impact Analysis Rollout & Measurement
39. @pelogia | guspelogia.com | #brightonseo Automatic Internal Linking 14 Sep MVP release Feature is live in en-US 14 Dec MVP Results Expect [10%] incremental increase by causal analysis 28 Oct Initial Impact Analysis Found a [2%] incremental traffic increase Rollout & Measurement
40. @pelogia | guspelogia.com | #brightonseo Measuring Results Measuring results
41. Programmatic Internal Linking Both groups historically perform the same way (similar traffic) Control Group (No Change) Test Group (Links Added) Causal Impact Analysis
42. Causal Impact Analysis
43. Incremental [traffic gain], not just traffic increase
44. @pelogia | guspelogia.com | #brightonseo Not an endorsement, but worth checking SEO A/B Test Page Splitter (Free) An OrangeValley tool made by Koen Leemans
45. @pelogia | guspelogia.com | #brightonseo A (paid) database of case studies and metrics
46. @pelogia | guspelogia.com | #brightonseo Programmatic Internal Link Related Articles Fact Checked Articles Author Pages Detailed Structured Data AI Content Add Month/Year on Page Titles Adding Hreflang Updated Meta Description Dynamic Price on Title Tags FAQ Structured Data with Links Add Publish Date (SERPs)
47. @pelogia | guspelogia.com | #brightonseo A few more
48. @pelogia | guspelogia.com | #brightonseo Test small, increase gradually. That’s your MVP! 01 Plan to revert changes 02 Document your progress (e.g. Wiki, PRDs) 03 Product & SEO <3
49. @pelogia | guspelogia.com | #brightonseo A PRD is your pitch to gain buy-in and resources from those who are not sold on the idea yet
50. @pelogia | guspelogia.com | #brightonseo guspelogia.com/prd @pelogia guspelogia.com Gus Pelogia