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Data Driven Approach to Scale SEO at BrightonSEO 2023
The document discusses a data-driven approach to SEO implemented by Nitin Manchanda, focusing on how to prepare for surging demand in the travel industry post-COVID. It covers collecting data, identifying trends, and optimizing keyword strategies, resulting in significant increases in organic traffic and revenue. The strategy ultimately led to a successful recovery and growth for a travel brand through improved internal linking and data analysis.
In this document
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Introduction to data-driven SEO approach by Nitin Manchanda, a seasoned SEO expert.
Emphasis on using data for SEO decisions: Collect Data, Find Trends, Learn Insights, Test and Deploy.
771% increase in organic revenue highlighting successful SEO strategies.
Discusses the significant setback faced by the travel industry due to the pandemic.
Strategy to gear up for future demand recovery after COVID-19 disruptions.
Detailed discussion on the structured approach of collecting data, identifying trends, and actionable insights.
Focus on identifying 20,000 keywords for traffic forecasting based on historical data.
The importance of forecasting demand for various travel experiences and activities.
Developing category pages, product pages, and blogs to cater to customer needs and educate travelers.
Setting a strategic foundation for achieving organic growth in SEO.
Analysis of internal linking opportunities to improve site structure and SEO performance.
Merging demand analysis, supply data, and business importance to optimize SEO strategies.
Developing an algorithm to enhance contextual relationships through internal linking.
Successful deployment of an improved internal linking strategy.
Positive growth trend in traffic and various performance metrics achieved through SEO tactics.
Summarization of key steps: Data Tracking, Trend Analysis, Insights Learning, Testing, and Measuring.
Thanking the audience and providing personal contact information for further engagement.
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Data Driven Approach to Scale SEO at BrightonSEO 2023
- 1. Data Driven Approach toScale SEO slideshare.net/nitman @_nitman Nitin Manchanda Founder & Chief SEO Consultant, Botpresso
- 2. About Me 📈 LedGlobal SEO for trivago, Omio, and Flipkart 🌎 International SEO Specialist 📢 SEO Speaker - SMX, BrightonSEO, ISS Barcelona & London 🏢 Proficiency in Enterprise SEO 🤝 Hosting Webinars for Semrush #BrightonSEO 💼 Founder & Chief SEO Consultant at Botpresso
- 3.
- 4. How not toSEO? #BrightonSEO
- 5. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 6. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 7. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 8. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 9. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 10. How to drivedecisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
- 11.
- 12.
- 13. Due to COVID,travel industry had taken a huge setback 📉 #BrightonSEO
- 14. How we useddata driven approach to prepare, and grew a travel brand “X” 🚀 #BrightonSEO
- 15. How COVID hadaffected the business in travel industry? #BrightonSEO
- 16. “X” had suffereddue to lack of demand #BrightonSEO
- 17. Time to getready before the demand surges ⌛ #BrightonSEO
- 18.
- 19. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 20. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 21. Identifying keywords andits trends #BrightonSEO
- 22. Identifying 20,000 Keywords thatgenerate & forecasting the growth based on historical data Traffic Revenue #BrightonSEO
- 23. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 24.
- 25. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 26. As per forecastswe knew there will be a multifold increase in demand for Things to do in a {city} Reasons to visit a {city} Book tickets for {experiences} #BrightonSEO
- 27. Drawing insights Building 3types of pages Category Pages Product Pages Blogs Serve the purpose of “things to do in a city” Serve the purpose of “buying tickets for experiences” Serve the purpose of educating potential travellers #BrightonSEO
- 28. Drawing insights Building 3types of pages Category Pages Product Pages Blogs Brings in 📈 & 💸 Brings in 💸 Brings in 📈 #BrightonSEO
- 29. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 30. Over the monthswe set the foundation for organic growth! #BrightonSEO
- 31. However, we weremissing, The secret sauce! #BrightonSEO
- 32.
- 33. Based on thecompetitor analysis we figured #BrightonSEO
- 34. That internal linkingwas a huge opportunity that we had #BrightonSEO
- 35. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 36. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 37. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 38. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 39. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 40. So how didwe merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
- 41.
- 42. Using an algorithmwhich allows contextual relationship we found a way to create links at scale #BrightonSEO
- 43. There was acorrelation between the importance of a page and internal linking parameters #BrightonSEO
- 44. Now let’s breakit down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
- 45. Internal Linking 2.0deployed ✔ #BrightonSEO
- 46. The positive trendstarted to kick in 🚀 #BrightonSEO
- 47.
- 48.
- 49.
- 50.
- 51. And.. the demand startedto come back 🎉 #BrightonSEO
- 52. It was strongerthan before! #BrightonSEO
- 53. How did weperform? #BrightonSEO
- 54.
- 55.
- 56. Performance Numbers 84% 239%237% 255% 771% 239% 1st Page Rank ⬆ Organic Sessions ⬆ Organic Users ⬆ Organic New Users ⬆ Organic Revenue ⬆ Non Branded Clicks ⬆ #BrightonSEO
- 57.
- 58. To Summarise #BrightonSEO ✔ SetupData Tracking ✔ Collect Data ✔ Find Trends ✔ Learn Insights ✔ Test and Deploy ✔ Measure and Improvise
- 59. Thank you! slideshare.net/nitman @_nitman Nitin Manchanda Founder& Chief SEO Consultant, Botpresso