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Think like a PM and optimise beyond the SEO bubble Gus Pelogia Indeed speakerdeck.com/pelogia @pelogia

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@pelogia | guspelogia.com | #brightonseo Visibility DR Rankings Crawling CWV

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@pelogia | guspelogia.com | #brightonseo Burst the bubble image Lorem ipsum dolor sit amet consectetur SEO

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Digital Product Manager Deliver business impact by identifying and solving customer problems Source: Lenny's Newsletter

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@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”

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SEO Product Manager Discovers, builds and iterates product features that support your audience, humans and bots, to achieve a goal

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@pelogia | guspelogia.com | #brightonseo SEO Product Initiatives Examples Programmatic Pages Internal Link Module Title Tests

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Product Requirement Document (PRD)

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@pelogia | guspelogia.com | #brightonseo

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@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

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@pelogia | guspelogia.com | #brightonseo … but also allows you to consolidate exactly what and why you’re doing something

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Let's write a PRD today

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@pelogia | guspelogia.com | #brightonseo Product Requirements Document Opportunity Business opportunity Background Set the scene MVP How the feature looks like

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@pelogia | guspelogia.com | #brightonseo Product Requirements Document Open Questions To discuss with stakeholders Technical Debt Baseline for requires tasks Rollout & Measurement Dates and goals

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@pelogia | guspelogia.com | #brightonseo Automated Internal Link Module

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01 Background

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@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

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@pelogia | guspelogia.com | #brightonseo We have [1000+] [page type] on our website and making these changes manually is a daunting activity Background

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@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

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02 Opportunity

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@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

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@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

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@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

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03 MVP

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@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

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@pelogia | guspelogia.com | #brightonseo MVP Format 50 Highest [potential] pages will receive links Max one link to the same destination per page

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@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

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@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

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@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

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04 Technical Debt

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@pelogia | guspelogia.com | #brightonseo Phase 1: Validation Technical Debt Map high- converting pages and desired anchor text Audit internal linking

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@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

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@pelogia | guspelogia.com | #brightonseo Phase 3: Eng build Technical Debt Verify if platform improvements are a blocker Technical stuff - APIs, cronjobs, S3 buckets, etc

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@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

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05 Open Questions

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@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?

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06 Rollout

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@pelogia | guspelogia.com | #brightonseo Automated Internal Linking 14 Sep MVP release 14 Dec MVP Results 28 Oct Initial Impact Analysis Rollout & Measurement

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@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

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@pelogia | guspelogia.com | #brightonseo Measuring Results Measuring results

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Programmatic Internal Linking Both groups historically perform the same way (similar traffic) Control Group (No Change) Test Group (Links Added) Causal Impact Analysis

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Causal Impact Analysis

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Incremental [traffic gain], not just traffic increase

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@pelogia | guspelogia.com | #brightonseo Not an endorsement, but worth checking SEO A/B Test Page Splitter (Free) An OrangeValley tool made by Koen Leemans

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@pelogia | guspelogia.com | #brightonseo A (paid) database of case studies and metrics

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@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)

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@pelogia | guspelogia.com | #brightonseo A few more

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@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

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@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

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@pelogia | guspelogia.com | #brightonseo guspelogia.com/prd @pelogia guspelogia.com Gus Pelogia