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News SEO: How to Take Down a Server of a Big Media Website

Mikulas Prokop
September 19, 2020

News SEO: How to Take Down a Server of a Big Media Website

Elections or sports championships are among the most searched topics on Google in Slovakia. Learn about the award-winning SEO strategy that helped the news website www.sme.sk win these kinds of events in organic search for the last couple of years. This presentation was part of my appearance at SEO Zraz 2020.

Mikulas Prokop

September 19, 2020
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Transcript

  1. 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
  2. Keyword: “presidential election 2019” Date Candidates Preferences News After During

    Before How Where Exit Polls Live results Results Maps Numbers
  3. 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
  4. 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
  5. Target every topic that relates to the event. Use all

    the forms and formats that fit the SERP. “
  6. Two years ago, I barely looked at SERP. Now, I

    am looking there most of the time. “
  7. Different users want different types of content. Repurpose your content

    as much as possible. Target every user/content preference. “
  8. 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
  9. 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
  10. 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)