Killing Giants How to beat the blue chips in search Grand National - - PowerPoint PPT Presentation

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Killing Giants How to beat the blue chips in search Grand National - - PowerPoint PPT Presentation

Sep 11, 2023 462 likes •1.05k views

Killing Giants How to beat the blue chips in search Grand National Love the underdog Minnehoma won the grand national in 1994 Odds: 16/1 Conditions: Heavy No track record 1 Bet The speaker Hi, Im Ross Ex Publicis

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How to beat the blue chips in search

Killing Giants

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Grand National

Love the underdog

Minnehoma won the grand national in 1994

  • Odds: 16/1
  • Conditions: Heavy
  • No track record
  • £1 Bet
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The speaker

Hi, I’m Ross

Ex Publicis Groupe now MD of Type A Media

  • Boots, TripAdvisor, Etihad Airways
  • ByeBye, AviosCards, SitesLikeWonga,

AsianCam

  • The secret to Killing Giants is…..
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Do the same stuff. But Faster.

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Twitter Poll

How long does a typical 1000 page technical SEO audit take?

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60% said 1 week

1 hour 1 day 1 week 1 month

15 30 45 60

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Twitter Poll

How long does it take to get things done?

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Twitter Quote

“In my part of the world, your poll options shouldn't include anything less than 1 month.”

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Slowvakia?

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Oslow?

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Minneslotta?

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Glaslow?

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Elon Musk

Each person within an

  • peration is a vector

that exerts energy to achieve a goal.

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Elon Musk

Everyone has a quantity

  • f both

magnitude and direction.

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Elon Musk

A company’s progress is determined by the sum of all these vectors.

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Get your finger out

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Install this

You'll be surprised how little work you actually do. I work about 240

  • hours. That means

100 hours of DISTRACTION

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Almost immediate

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Delete Slack

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Achieving perfect technical SEO

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Lock it all down

How many surprises do you get every month?

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Lock it down

Watch for changes in basics that make a huge difference SSL/MX/Canonicals

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Lock it down

Get a running list of all changes made to the site and keep an eye on what is changing

Content King

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Lock it down

Run periodic crawls

  • f the site so you

are always working with fresh data. We crawl 3 times a week.

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Fix broken stuff. Today.

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Hygiene

Broken stuff

404s, orphans & pages not in the index

  • All the URLs that have ever existed
  • Data dumps to sheets
  • Finding pages that Google can’t
  • Fixing it quickly
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All the URLs

  • archive.org
  • Analytics
  • Search Console
  • Majestic pages
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Google Sheet Python Script

Total time: 1 hour Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton

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Orphans & weak pages

  • An exercise in

internal linking

  • Might as well do

the entire site

  • Release pockets of

power

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Internal Linking

Map keywords to URLs

Page

Keyword

Page

Keyword

Page

Keyword

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Internal Linking

Site:domain.com “keyword”

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Internal Linking

  • Screaming Frog
  • Custom search
  • List mode
  • Occurrences = 1
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Scale the process

  • Use scrapebox
  • Save keyword | URL
  • Upload URLs as

custom search to SF

  • Process 10 at a time
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OR……..

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Google Sheet Internal Tool

Total time: 4 hours Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton

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Keywords

Content gaps

What pages do you need and what should they look like?

  • Pull all relevant marketplace keywords
  • Categorise effectively
  • Find high opportunity / low difficulty
  • Compare against site for GAPs
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Ever use Adwords for keyword research?

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It’s slow.

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Opportunity Analysis

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GAPs & Seasonality

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Secret Weapon

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Topics, URLs & negatives

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You get a data dump

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Auto tag & refine

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Cross reference

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a.agency/brighton

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Off-page

Big Links

Only build links with bragging rights attached to them

  • Linear vs Algorithmic
  • Flop vs Algorithmic Risk
  • Smart approach to data journalism
  • Try stuff…..loads and loads of stuff
  • More Frameworks
  • Reactive….works most of the time, all the

time

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Logarithmic L i n e a r 100 50 75 25

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Flop Risk Algorithmic Risk

PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs

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Flop Risk Algorithmic Risk

PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs

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Links

Data Journalism

Process of coming up with an interesting data led story

  • Stop building massive lists
  • Keep it niche
  • Don’t make it too hot
  • Don’t make it too hard to verify
  • Syndication is your friend
  • Use initial success to compound
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Big Links

Get the brand mention. Reclamation.

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Too Hot

Brexit piece. Analysing BBC data. Conflicting argument. Too hot.

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Too Hard to Verify

Data too complex? Steaks are too high. Massive story? They research themselves.

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Story with good angles

The story sells. Fresh angle on pop topics. Easily verifiable.

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Ross Tavendale

Managing Director of Type A Media

Twitter: @rtavs Email: ross@typeamedia.co.uk Resources: a.agency/brighton

Thank you