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Sustainable growth withthe Continuous SEO Process
Page One Power & ContentKing
#p1pwebinar @pageonepower
Marketing Events Coordinator
COLIN EGGLESTON
ContentKing
Steve who?
• Steven van Vessum
• Dutch guy living in Czech Republic
• 3 years in-house and 8 years agency-side
• Now CCO at ContentKing
Problem
The nature of SEO
SEO is continuous by nature.
So why aren’t we?
Or our processes and tools?
Reality check
Forget about the technical, content and backlinks angle.
SEO is about
Managing changes
Improving
Expanding
Ultimately, it comes down to
Structure
&
Processes
Overview
&
QA
Sustainable growth> >
Solution
Automate what you can
Let machines do what they do best.
So you can do what you do best.
Automate what you can
Creativity
Strategy
Relationships
Machine Man
The bigger picture
If you don’t see the big picture, how are you going to win at SEO?
You need to put yourself in the position to win.
This talk shows you how.
Managing changes
Technical changes
Is your platform in good shape?
Where there any changes from a technical point of view?
• URL query parameters
• Canonicals
• Redirects
• Meta robots
• Broken links
• Server errors
• Time-outs & load time
Technical changes
• XML sitemaps
• Robots.txt
• HREF lang
• Rich Snippets
• Open Graph
• Twitter Cards
• AMP
Technical changes
How to check:Monitoring
(receive alert)
Content changes
Content changes
Content changes
Where there any changes from a content point of view?
Content changes
How to check:Monitoring
(receive alert)
Content changes
External changes
Were there any external changes?
Think: backlinks, mentions, rankings, competition, algorithm updates.
External changes
How to check your mentions, backlinks and rankings:
Monitoring (receive alert)
External changes
Mentions: Mention
Backlinks: Ahrefs or Majestic
Rankings: default in most services
External changes
How to check your competition and algorithm updates:
Semi-automated
External changes
Both: search yourself
Competition: Ahrefs or SEMrush
Algorithm: manually and alerts (RankRanger and Algoroo)
External changes
Improving
Technical improvements
How can you improve crawling and indexation?
Technical improvements
How to approach:Semi-automated
Google Search Console Crawl > Crawl Errors
Technical improvements
Bing Webmaster Tools Reports & Data > Crawl Information
Technical improvements
Google Search Console Crawl > Sitemaps
Technical improvements
ContentKingIssues > XML Sitemap
Technical improvements
Google Search Console Search Traffic > Mobile Usability
Technical improvements
Bing Webmaster ToolsReports & Data > Page Mobile Friendliness
Technical improvements
Content improvements
More traffic from existing content
Content improvements
How to approach:Manual
Positions need to improve
Include keywords in titles, headings and body
Build internal links
Content improvements
Good position, but low CTR
Improve title and meta description
Implement rich snippets
Content improvements
No changes, butdecreasing organic traffic
Low engagement and bad UX?
Stale Content?
Content improvements
External improvements
Improve existing links
External improvements
How to approach:Semi-automated
Existing links:
Improve target URLImprove anchor text
External improvements
Existing links:
Win back link authority by fixing missing pages that have links
External improvements
Identify your links.
External improvements
Google Search Console Search Traffic > Links to Your Site
External improvements
MajesticSite Explorer > Backlinks
External improvements
AhrefsBacklink profile > Backlinks > Broken
Existing mentions:
Link reclamation
External improvements
Identify your links.
External improvements
Google Drive spreadsheet
sExpanding
Expanding technical foundation
What new developments can you benefit from?
AMP
HTTPs
Mobile-friendly
Rich Snippets
Expanding technical foundation
New developments:
• Google Webmasters Blog
• SEroundtable
• State of Digital
• SearchEngineLand
• Omi Sido’s Daily newsletter
• SearchEngineJournal
Expanding technical foundation
More traffic through new content
Content expansion
Find keywords that you’re not ranking (well) for
Content expansion
What keywords are you ranking for?
Focus on the ones that still have room to improve.
What are you ranking for?
Google Search Console Search Traffic > Search Analytics
What do people search for on your website?
On site searches
Google Analytics Behaviour > Site Search > Search Terms
Keep track of what’s going on in your niche
Content expansion
Keep track of your niche:
• RSS feeds
• Newsletters • Mention • BuzzSumo
Content
Find successful content in your niche.
Content
BuzzsumoContent Research
Competitors
Find keywords they’re ranking for
Find their best performing content
Find content they have,but you don’t
Content expansion
What are your competitors ranking for?
Competitors rankings…
SEMrush Domain Analytics > Organic Research
What are your competitors ranking for?
Competitors rankings…
AhrefsSite Explorer > Organic Search
FInd out what works well for others.
Competition? ;)
Content
Social Bearing
What keywords are your competitors ranking for, but not
you?
Competitors rankings…
AhrefsOrganic Search > Content Grap
Create a strategy forlink earning
External expansion
External expansion
How to approach:Manual
• Partnerships
• Guest blogging
• Co-authoring articles
• Participate in communities
• Create free tools
• PR
• Social
• Sponsorships
External expansion
• Content roundup
• Broken link building
• Ask for reviews
• Directories
• Comment on articles
• Video sites
• Presentation sites
• Ask for link when quoted
Find out what links your competitors have
External expansion
External expansion
How to approach:Semi-automated
Resources
• http://backlinko.com/link-building
• http://pointblankseo.com/link-building-strategies
• https://ahrefs.com/blog/link-building/
External expansion
Take-aways
The nature of SEO
SEO is continuous by nature.
So why aren’t we?
Or our processes and tools?
Reality check
Forget about the technical, content and backlinks angle.
SEO is about
Managing changes
Improving
Expanding
Ultimately, it comes down to
Structure
&
Processes
Overview
&
QA
Sustainable growth> >
Process overviewManaging changes
• Technical
• Content
• Authority & Trust
Improving
• Technical
• Content
• Authority & Trust
Expanding
• Technical
• Content
• Authority & Trust
Daily
Daily
Daily
Weekly
Weekly
Weekly
Weekly
Weekly
Weekly
Thanks for your attention!Page One Power & ContentKing
www.pageonepower.comwww.becontentking.com
