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How to Take Down
a Server of a Big Media
Website
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Too Much SEO
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Mikulas Prokop
Freelance SEO Consultant
Blog: www.mikulasprokop.com/blog/
LinkedIn: linkedin.com/in/mikulasprokop/
Twitter: twitter.com/mikulasprokop
Email: [email protected]
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Big News Events
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Why bother with SEO?
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The Ice Hockey World Championships 2015-2017
2015 2016 2017
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The Ice Hockey World Championships 2015-2018
+ 1 700 %
2015 2016 2017 2018
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The Ice Hockey World Championships 2015-2019
+ 134 %
2015 2016 2017 2018 2019
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Doing SEO = doing better content
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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
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Know your time
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Traditional SEO
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News Events SEO
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3 stages
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Before
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During
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After
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“
User intent & SERP
is changing at every
stage of the event.
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Keyword: “presidential election 2019”
Date
Candidates
Preferences
News
After
During
Before
How
Where
Exit Polls
Live results
Results
Maps
Numbers
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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
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Know your topic
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Read & learn
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Source: Sitebulb
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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
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Target every topic
that relates to the event.
Use all the forms and
formats that fit the SERP.
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Know your SERP
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Two years ago,
I barely looked at SERP.
Now, I am looking
there most of the time.
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Different users want
different types of content.
Repurpose your content
as much as possible.
Target every user/content
preference.
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When your domain
authority is high enough,
keyword cannibalization
is not an issue.
It’s an opportunity.
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Mobile SERP looks different
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Know your assets
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Take the full advantage
of your domains, sub-
domains, and content
that already exists.
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Internal links are huge!
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Cross-domain navigation
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Site-wide navigation
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Site-wide widgets
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Section-wide widgets
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Entities
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Articles
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Know your weak spots
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One week after
the event, you don’t
remember a lot of
what you did/saw.
“
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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
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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
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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)