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bSEO - Think like a PM and optimise beyond the SEO bubble

bSEO - Think like a PM and optimise beyond the SEO bubble

Gustavo Pelogia

September 14, 2023
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  1. Think like a PM and
    optimise beyond
    the SEO bubble
    Gus Pelogia
    Indeed
    speakerdeck.com/pelogia
    @pelogia

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  2. @pelogia | guspelogia.com | #brightonseo
    Visibility DR Rankings Crawling CWV

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  3. @pelogia | guspelogia.com | #brightonseo
    Burst the bubble image
    Lorem ipsum dolor sit amet consectetur
    SEO

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  4. Digital Product Manager
    Deliver business impact by identifying and
    solving customer problems
    Source: Lenny's Newsletter

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  5. @pelogia | guspelogia.com | #brightonseo
    Place screenshot here
    Know before you apply
    Save time, increase chance
    of vacancy filled
    Hybrid vs Remote
    Partial flexibility
    Create alerts
    See only opportunities that
    matter
    Filter Jobs by “Remote”

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  6. SEO Product Manager
    Discovers, builds and iterates
    product features that support your
    audience, humans and bots, to
    achieve a goal

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  7. @pelogia | guspelogia.com | #brightonseo
    SEO Product Initiatives Examples
    Programmatic Pages Internal Link Module Title Tests

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  8. Product
    Requirement
    Document
    (PRD)

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  9. @pelogia | guspelogia.com | #brightonseo

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  10. @pelogia | guspelogia.com | #brightonseo
    A PRD is your pitch to gain buy-in and
    resources from those who are not sold on the
    idea yet

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  11. @pelogia | guspelogia.com | #brightonseo
    … but also allows you to consolidate exactly
    what and why you’re doing something

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  12. Let's write a
    PRD today

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  13. @pelogia | guspelogia.com | #brightonseo
    Product Requirements Document
    Opportunity
    Business opportunity
    Background
    Set the scene
    MVP
    How the feature looks like

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  14. @pelogia | guspelogia.com | #brightonseo
    Product Requirements Document
    Open Questions
    To discuss with stakeholders
    Technical Debt
    Baseline for requires tasks
    Rollout &
    Measurement
    Dates and goals

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  15. @pelogia | guspelogia.com | #brightonseo
    Automated
    Internal Link Module

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  16. 01
    Background

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  17. @pelogia | guspelogia.com | #brightonseo
    Internal links are an important ranking factor.
    The anchor text is considered by Google to
    understand what your page should rank for.
    Background

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  18. @pelogia | guspelogia.com | #brightonseo
    We have [1000+] [page type] on our website
    and making these changes manually is a
    daunting activity
    Background

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  19. @pelogia | guspelogia.com | #brightonseo
    An automatic solution would save us time and
    allow us to adapt the strategy and boost a new
    page instantly.
    Background

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  20. 02
    Opportunity

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  21. @pelogia | guspelogia.com | #brightonseo
    An automatic solution would save as time and allow us to
    adapt the strategy. We could “boost” a new page instantly.
    The MVP will cover [50] product pages with a
    minimum traffic potential of [20000] searches
    and conversion potential of [200] leads
    Opportunity

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  22. @pelogia | guspelogia.com | #brightonseo
    An automatic solution would save as time and allow us to
    adapt the strategy. We could “boost” a new page instantly.
    After [three months], we expect an increase of
    [5%] in traffic and conversions
    Opportunity

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  23. @pelogia | guspelogia.com | #brightonseo
    An automatic solution would save as time and allow us to
    adapt the strategy. We could “boost” a new page instantly.
    After the MVP, this can be expanded to our Top
    [5] target countries in a fraction of the time
    Opportunity

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  24. @pelogia | guspelogia.com | #brightonseo
    An automatic solution would save as time and allow us to
    adapt the strategy. We could “boost” a new page instantly.
    Minimum Viable Product
    A basic but functional version of your
    initiative that allows to prove impact

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  25. @pelogia | guspelogia.com | #brightonseo
    MVP Format
    50
    Highest [potential] pages will
    receive links
    Max one link to the same
    destination per page

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  26. @pelogia | guspelogia.com | #brightonseo
    MVP Format
    50
    Highest [potential] pages
    100
    Minimum extra internal links
    Max one link to the same
    destination per article
    Links will include parameter
    trackers

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  27. @pelogia | guspelogia.com | #brightonseo
    MVP Format
    50
    Highest [potential] pages
    100
    Minimum extra internal links
    Max one link to the same
    destination per article
    Links will include parameter
    trackers
    Service will update published
    and new articles
    5
    Max automated links per page,
    max one per paragraph

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  28. @pelogia | guspelogia.com | #brightonseo
    UI for editors to make changes
    01
    Multiple anchor text to same destination URL
    02
    Links to other products or domains
    03
    Does not include

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  29. 04
    Technical Debt

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  30. @pelogia | guspelogia.com | #brightonseo
    Phase 1: Validation
    Technical Debt
    Map high-
    converting pages
    and desired anchor
    text
    Audit internal
    linking

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  31. @pelogia | guspelogia.com | #brightonseo
    Phase 2: Pre-flight work
    Technical Debt
    Design how links
    will appear
    Research how
    other
    teams/products
    may use this
    feature

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  32. @pelogia | guspelogia.com | #brightonseo
    Phase 3: Eng build
    Technical Debt
    Verify if platform
    improvements are
    a blocker
    Technical stuff -
    APIs, cronjobs, S3
    buckets, etc

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  33. @pelogia | guspelogia.com | #brightonseo
    Phase 4: Rollout
    Technical Debt
    Measure
    conversion impact
    (short and long-
    term)
    Run A/B test for
    [2] weeks before
    releasing to all
    users

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  34. 05
    Open Questions

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  35. @pelogia | guspelogia.com | #brightonseo
    How can we ensure an anchor text is present in at least 50 articles?
    Can we exclude specific articles to display these links?
    How easy is it to update and expand the anchor text list?

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  36. @pelogia | guspelogia.com | #brightonseo
    Automated Internal Linking
    14 Sep
    MVP release
    14 Dec
    MVP Results
    28 Oct
    Initial Impact Analysis
    Rollout & Measurement

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  37. @pelogia | guspelogia.com | #brightonseo
    Automatic Internal Linking
    14 Sep
    MVP release
    Feature is live in en-US
    14 Dec
    MVP Results
    Expect [10%]
    incremental increase
    by causal analysis
    28 Oct
    Initial Impact Analysis
    Found a [2%]
    incremental traffic
    increase
    Rollout & Measurement

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  38. @pelogia | guspelogia.com | #brightonseo
    Measuring Results
    Measuring results

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  39. Programmatic Internal Linking
    Both groups historically perform the same way (similar traffic)
    Control Group (No Change) Test Group (Links Added)
    Causal Impact Analysis

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  40. Causal Impact Analysis

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  41. Incremental
    [traffic gain], not just
    traffic increase

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  42. @pelogia | guspelogia.com | #brightonseo
    Not an endorsement, but worth checking
    SEO A/B Test Page Splitter
    (Free)
    An OrangeValley tool made by Koen Leemans

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  43. @pelogia | guspelogia.com | #brightonseo
    A (paid) database of case studies and metrics

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  44. @pelogia | guspelogia.com | #brightonseo
    Programmatic Internal Link
    Related Articles
    Fact Checked Articles
    Author Pages
    Detailed Structured Data
    AI Content
    Add Month/Year on Page Titles
    Adding Hreflang
    Updated Meta Description
    Dynamic Price on Title Tags
    FAQ Structured Data with Links
    Add Publish Date (SERPs)

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  45. @pelogia | guspelogia.com | #brightonseo
    A few more

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  46. @pelogia | guspelogia.com | #brightonseo
    Test small, increase gradually. That’s your MVP!
    01
    Plan to revert changes
    02
    Document your progress (e.g. Wiki, PRDs)
    03
    Product & SEO <3

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  47. @pelogia | guspelogia.com | #brightonseo
    A PRD is your pitch to gain buy-in and
    resources from those who are not sold on the
    idea yet

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  48. @pelogia | guspelogia.com | #brightonseo
    guspelogia.com/prd
    @pelogia
    guspelogia.com
    Gus Pelogia

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