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SEOloger #52: Michal Suski, SEO SURFER: DATA-DR...

SEOloger #52: Michal Suski, SEO SURFER: DATA-DRIVEN ON-PAGE OPTIMIZATION

Další SEOloger vám představil skvělý SEO nástroj SEO surfer > https://get.surferseo.com/wg9wsdwd815s a představil nám ho jeden za zakladatelů Surferu Michal Suski včetně odpovědí na vaše dotazy
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Michal isDigital marketer with love for SEO. Michał co-founded Surfer and has been evangelizing the product and data-driven approach to optimization.

Pavel Ungr, SEOloger

December 21, 2020
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Transcript

  1. Michał Suski Co-Founder of Surfer [email protected] Master of science at

    Forestry Quality Assurance since 2014 SEO since 2016 Surfer 2017
  2. Agenda • Taking Keyword Research to the next level •

    Writing copy that adds relevance with Content Planner • Creation at scale with data driven guidelines • Audits on regular cadence
  3. Keywords • DFS has 600M keywords for the US market

    • Pages rank for dozens keywords • All we need is to understand which we can rank together
  4. Clusters • discrete items that are close to each other

    • individuals collected in one place; a crowd • galaxies or stars that appear near each other
  5. Why do we need them? • To feed the algorithm

    • To build proper structure • To satisfy the user intent
  6. User intent X Topic clusters • People want what they

    need • Good cluster address essential information
  7. Off the topical cluster - irrelevant pages • SEO agency

    writes about TV ads • Rankings drop on SEO related keywords
  8. Off the topical cluster - irrelevant keywords • Article is

    too wide • Diluted expertise and negative behavioral signals • Hard times with ranking and maintaining positions
  9. Off the topical cluster - lacking information • Article is

    too narrow • Missing answers • Requires a strong push from backlinks to rank
  10. I won’t show you how to generate 1000’s keywords... …

    clustering starts when you already have them.
  11. • Manual • Semantic • Keyword level - SERP Similarity

    • Page level - URLs’ visibility Clustering in 4 ways
  12. Manual clustering: process • Open your researched list of keywords

    • Assign each keyword to a bucket based on your expertise • Simple but powerful if you know the niche
  13. Semantic clustering: process • Various methods on comparing two words

    • Set your rules and let the algorithm work • Check the results and adjust it • Keywords are grouped based on semantic commonness
  14. Similar SERPs: process • Check search results for researched keywords

    • Compare results • Group keywords which have overlapping results
  15. Clustering algorithms: the method • Compares sets of ranked keywords

    • Finds look alike pages • Creates clusters based on keywords groups similarity
  16. Output • List of keywords that are commonly ranked by

    competitors • Grouped into clusters using Python or R • Based on the Google Algorithm
  17. • Find the topic • Analyze competitors • Create guidelines

    • Review the text • Optimize it further before it lands on the page Content Creation Process
  18. • Find the topic - manual process • Analyze competitors

    - manual process • Create guidelines - manual process • Review the text - manual process • Optimize it further before it lands on the page - manual process Not detailed or not quick enough :(
  19. • Find the topic - manual process • Analyze competitors

    - manual process • Create guidelines - manual process • Review the text - manual process • Optimize it further before it lands on the page - manual process With Planner and Editor we can cross all of these!
  20. • Find the topic in Content Planner • Analyze competitors

    automatically • Create guidelines - done for you • Review the text in a single glance • Optimize it further before it lands on the page nothing to do here! Connecting the dots...
  21. • Keywords: organic gardening niche • Market: US • Action:

    Optimized Content Creation within topical cluster Building topical relevance
  22. The Job • 30 articles written and optimized based on

    data • No backlinks acquisition • 0.1 DA domain
  23. • You can rank without backlinks for niche keywords •

    Content creation that covers topical cluster makes snowball effect • Low budget does not mean you can’t make it The Test Results
  24. • List your landing pages • Prioritize them • Divide

    into buckets • Allocate your time for the project • Assign hours of your time to each URL Start with an outline
  25. • Getting aligned with current demand • Finding new topics

    and expanding ranked keywords • Ranking higher Impact of the content audit
  26. • 90% keywords improved • 150 of new keywords •

    Ranked longtails without using them in the content The Impact
  27. • Google creates clusters by themselves • Google ranks better

    content that match the whole cluster • Benchmarking competitors multiply their efforts • Single keyword/variations optimization is less effective The Test Results
  28. • Go through your list or Google Search Console •

    Plug main focus keyword into SERP ANALYZER • Review competitors and generate report Preparing the content audit
  29. • TRUE DENSITY report • Length and structure • Page’s

    performance Performing the content audit
  30. • Find your topical cluster • Build topical relevancy to

    create snowball effect • Optimize for the topical coverage than single keywords • Audit pages on regular cadence Wrap Up