Content strategy for large websites - BrightonSEO Oct'24

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Content strategy for large websites Julien Deneuville TURO Speakerdeck.com/diije @julien.deneuville @diije

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@diije #BrightonSEO SEO since 2011 Global SEO lead @ Turo LinkedIn / X (Twitter) Hello, I’m Julien

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What is Turo? Turo is the world’s largest car sharing marketplace where you can book any car you want, wherever you want it, from a community of trusted hosts. @diije #BrightonSEO #BrightonSEO @diije

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When content becomes a technical skill @diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO

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@diije #BrightonSEO What now?

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@diije #BrightonSEO What do we want?

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@diije #BrightonSEO A unique piece of content for each page

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@diije #BrightonSEO A unique and relevant piece of content for each page

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@diije #BrightonSEO Only unique, relevant and useful pages

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@diije #BrightonSEO How?

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What is relevant for my business? @diije #BrightonSEO

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How can I improve my website’s overall quality? @diije #BrightonSEO

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Can I fine-tune my content even more? @diije #BrightonSEO

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Phase 1: clean up @diije #BrightonSEO

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@diije #BrightonSEO Non indexed pages

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@diije #BrightonSEO Inactive pages

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@diije #BrightonSEO Thin content

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@diije #BrightonSEO SEO optimization

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@diije #BrightonSEO Business metrics

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@diije #BrightonSEO Remember to remove links to pruned pages!

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Phase 2: create new content @diije #BrightonSEO

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Content Strategy @diije #BrightonSEO

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Prioritize @diije #BrightonSEO Top pages Mid-tail Long-tail Tailored Automated

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Get to work! @diije #BrightonSEO

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How to get that many pieces of content? @diije #BrightonSEO

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Fill in the blanks _____ is a private limited company, incorporated on __/__/____. It's registered under number _____ and still active today. It specialises in _____ and has __ employees. @diije #BrightonSEO

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Content spinning The {girl|boy} wears a red {jacket|hat}. @diije #BrightonSEO

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@diije #BrightonSEO Generative AI

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Confidential 37 @diije #BrightonSEO Google & AI “Our focus on the quality of content, rather than how content is produced, is a useful guide that has helped us deliver reliable, high quality results to users for years.” https://dii.je/googleai

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Set clear expectations @diije #BrightonSEO

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Define guidelines @diije #BrightonSEO

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Create a workflow @diije #BrightonSEO

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Optimize for the right keywords @diije #BrightonSEO

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@diije #BrightonSEO Automate your QA checks

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@diije #BrightonSEO Blacklist Forbidden words Competitors …

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@diije #BrightonSEO Duplication

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@diije #BrightonSEO Fact checking Use AI and search results to detect claims in content and fact-check them. https://github.com/StromFLIX/factuality

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Phase 3: measure and improve @diije #BrightonSEO

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@diije #BrightonSEO We improve only what we measure

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Tracking & reporting Rankings Traffic Conversion Engagement @diije #BrightonSEO

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Plan for maintenance @diije #BrightonSEO

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Content Management Headless CMS WYSIWYG Bulk mode @diije #BrightonSEO

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Iterate @diije #BrightonSEO

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Wrapping up @diije #BrightonSEO

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Get rid of garbage pages Prioritize Make use of AI, the right way Track performance @diije #BrightonSEO In a nutshell

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Thank you Thank you! @diije #BrightonSEO