Sportsbet_Business_Case_-_Anton.pdf

Transcript

1. NEWS SPORTSBET MIGRATION OVERVIEW 11.10.18
2. 1 Technical/Migration Content 2 What we will look at today UX 3 Links 4 Overall performance, post migration review & opportunities Current issues, opportunities and recommendations Recommendations on how to improve performance for hub pages How to recover old and get new links for the subdomain
3. TECHNICAL/MIGRATION REVIEW
4. Performance Overview  Inconsistent Traffic Increase  Significant ranking increase for long tail KWs 338 Referring Domains 16 Keywords in top 3 16 Keywords in top 4-10 777 Keywords in top 11-100
5. Migration Direction 5000+ Pages on the old blog
6. Migration Direction 5000+ Pages on the old blog news.sportsbet.com.au All moved to
7. Migration Direction 5000+ Pages on the old blog 500+ Pages on the new sub domain news.sportsbet.com.au All moved to
8. Migration Direction 5000+ Pages on the old blog 500+ Pages on the new sub domain news.sportsbet.com.au All moved to  Recreate redirection map for priority pages  Find and rewrite top performing articles from the old section  Change anchor text and old links on the main website content Solution
9. Tech Issues Unnecessary Pagination • https://news.sportsbet.com.au/author/patg/ • https://news.sportsbet.com.au/author/patg/page/2/ CSS and JS files can’t be indexed • https://news.sportsbet.com.au/robots.txt No sematic mark-up • Present and other issues (no sitemap in robots.txt, www redirection etc.)… 74 Broken Pages 30 Tag Pages Live 500+ Large Images 10s Loading Speed 30+ Blog pages Still in index
10. Tech Issues Solution Tools used Full technical audit and continuous technical SEO support
11. In URLs Emoji in URLs https://news.sportsbet.com.au/battle-of-the-battlers-%F0%9F%8F%86/parker-ready-for-new-role-at-the-battle/ https://news.sportsbet.com.au/racing/guess-whos-back-%F0%9F%8F%87-%F0%9F%8D%BB-%F0%9F%8D%BB/ https://news.sportsbet.com.au/category/battle-of-the-battlers-%F0%9F%8F%86/
12. In URLs Emoji in URLs https://news.sportsbet.com.au/battle-of-the-battlers-%F0%9F%8F%86/parker-ready-for-new-role-at-the-battle/ https://news.sportsbet.com.au/racing/guess-whos-back-%F0%9F%8F%87-%F0%9F%8D%BB-%F0%9F%8D%BB/ https://news.sportsbet.com.au/category/battle-of-the-battlers-%F0%9F%8F%86/ Solution  Avoid using emoji in URLs but keep them in Titles.
13. Ideal Migration from SEO POV  Benchmark Report  Priority Content Identification  Redirection Map Pre Migration 2  Type of migration identification  Set objectives and KPIs  Prepare reports  Brief other channels 1 Pre-Pre Migration  Post migration technical audit  Benchmark Audit  SEO Tools Setup 4  On-staging Audit  Prepare analytics, robots, sitemap etc  Optimise content assess (tags, content etc)  Notify paid channels 3 Launch Post Migration Continuous SEO Support
14. CONTENT REVIEW
15. Performance Overview 37 Category Pages 577 Pages in Total Top Keywords Keywords Positions Volume sportsbet 6 482,000 sportsbet afl 7 6,300 sports bet 6 29,000 sportsbet tennis 2 400 sportsbet tips 1 100 racenet tips 11 2,900 sportsbet blog 1 100 malthouse 1 1,900 sportsbet same game multi 2 200 masterchef betting 2 150 Generic vs Brand Generic Brand approx. 1000 Total Ranking KWs
16. Current Content Issues Titles are not optimised 1 meta description for all pages Multiple Meta Descriptions 26 duplicated H1s on a homepage OG Tags are not optimised
17. 1 Fundamentals Integration 2 3 Main Priorities Hubs - >> UX 3
18. Fundamentals: Formula  Regular Knowledge Sharing  Stand-ups together  Reports Sharing Knowledge Sharing With a Content team Create Guidelines and Templates
19. Fundamentals: Formula  Regular Knowledge Sharing  Stand-ups together  Reports Sharing Knowledge Sharing With a Content team  Guidelines including SEO Best practices, how to create tags and implement internal links.  Integration with Yoast Create Guidelines and Templates
20. Fundamentals: Formula SEO and Content can make cool things together.  Regular Knowledge Sharing  Stand-ups together  Reports Sharing Knowledge Sharing With a Content team  Guidelines including SEO Best practices, how to create tags and implement internal links.  Integration with Yoast Create Guidelines and Templates  Using SEO Insights for content creation  Analysis organic performance and rewrite improve old content  Working on UX based on organic data Integration with SEO team
21. Fundamentals: Formula SEO and Content can make cool things together.  Regular Knowledge Sharing  Stand-ups together  Reports Sharing Knowledge Sharing With a Content team  Guidelines including SEO Best practices, how to create tags and implement internal links.  Integration with Yoast Create Guidelines and Templates  Using SEO Insights for content creation  Analysis organic performance and rewrite improve old content  Working on UX based on organic data Integration with SEO team
22. Integration Integrate with other teams Sharing news content on the main website and social channels Cross team integration
23. Integration Integrate with other teams Sharing news content on the main website and social channels Create sitemaps and optimise pages in order to appear in google news Google news integration Cross team integration
24. Integration Integrate with other teams Sharing news content on the main website and social channels Create sitemaps and optimise pages in order to appear in google news Google news integration Cross team integration Using AMP it’s possible to appear in SERP’s carousel and enhance mobile experience for users AMP Hype Train
25. Hubs  Currently there are just links on the hub page;  Lack of content is making it challenging to rank for KWs like: horse racing news, racing news, horse racing tips;  There is almost no way to reach out to old posts;  No Content on the page. https://news.sportsbet.com.au/category/racing/
26. Hubs: Current Structure  Current structure is already focused around hubs;  The Most popular hub is racing which is ranking only for: sportsbet racing news.
27. UX REVIEW
28. Hub Wireframe
29. Hub Wireframe
30. Hub Wireframe
31. LINKS REVIEW
32. Links Recommendations All old back links were redirected to the home page which is not good for a user journey Issues:
33. Links Recommendations All old back links were redirected to the home page which is not good for a user journey Issues: There are a lot of opportunities working on partnerships with existing partners and amplifying content with influencers Opportunity:
34. Links Recommendations All old back links were redirected to the home page which is not good for a user journey Issues: There are a lot of opportunities working on partnerships with existing partners and amplifying content with influencers Opportunity: Solution: Amplify hubs with influencers and partnerships Review internal links on the main domain Create link baits: afl tables, nrl best bets et
35. Technical Content UX Links Internal Links Review Additional Technical improvements Partnership link acquisition 1 months Keyword Targeting and Mapping 2-3 months On page optimisation 1-2 months 1-2 month Hub creations 1-2 months 1-2 months 6 Months Roadmap Technical Content UX Links NOV JAN DEC FEB APR MAR Redirections Reviews 1-3 months Technical Fixes 1-2 months Google News optimisation 1-2 months
36. News SportsBet has amazing and engaging content which is the hardest part for a brand. Unfortunately, due to missed migration opportunity and technical/content issues the organic visibility is very low. However, the sub- domain has great a potential to attract more traffic and rank for high volume KWs.
37. THANK YOU 11.10.18