We're thinking about SEO in the grow way, and we've got the wrong process and tooling in place. Everything should be geared towards the continuous aspect of SEO. Change the way your proceses and tooling, and change the way you think about SEO and you'll get better overview, better Quality Assurance which all in turn leads to sustainable growth of your organic traffic.

1. Sustainable growth with
the Continuous SEO Process
Page One Power & ContentKing

2. #p1pwebinar
@pageonepower
Marketing
Events
Coordinator
COLIN EGGLESTON
ContentKing

3. Steve who?
• Steven van Vessum
• Dutch guy living in Czech Republic
• 3 years in-house and 8 years agency-side
• Now CCO at ContentKing

4. Problem

5. The nature of SEO
SEO is continuous by nature.
So why aren’t we?
Or our processes and tools?

6. Reality check
Forget about the technical, content
and backlinks angle.

7. SEO is about
Managing changes
Improving
Expanding

8. Ultimately, it comes down to
Structure
&
Processes
Overview
&
QA
Sustainable
growth> >

9. Solution

10. Automate what you can
Let machines do what they do best.
So you can do what you do best.

11. Automate what you can
Creativity
Strategy
Relationships
Machine Man

12. 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.

13. Managing changes

14. Technical changes
Is your platform in good shape?
Where there any changes
from a technical point of view?

15. • 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

16. Technical changes
How to check:
Monitoring
(receive alert)

17. Content changes

18. Content changes

19. Content changes
Where there any changes
from a content point of view?

20. Content changes
How to check:
Monitoring
(receive alert)

21. Content changes

22. External changes
Were there any external changes?
Think: backlinks, mentions, rankings,
competition, algorithm updates.

23. External changes
How to check your mentions,
backlinks and rankings:
Monitoring
(receive alert)

24. External changes
Mentions: Mention
Backlinks: Ahrefs or Majestic
Rankings: default in most services

25. External changes
How to check your competition and
algorithm updates:
Semi-automated

26. External changes
Both: search yourself
Competition: Ahrefs or SEMrush
Algorithm: manually and alerts
(RankRanger and Algoroo)

27. External changes

28. Improving

29. Technical improvements
How can you improve
crawling and indexation?

30. Technical improvements
How to approach:
Semi-automated

31. Google Search Console
Crawl > Crawl Errors
Technical improvements

32. Bing Webmaster Tools
Reports & Data > Crawl Information
Technical improvements

33. Google Search Console
Crawl > Sitemaps
Technical improvements

34. ContentKing
Issues > XML Sitemap
Technical improvements

35. Google Search Console
Search Traffic > Mobile Usability
Technical improvements

36. Bing Webmaster Tools
Reports & Data > Page Mobile Friendliness
Technical improvements

37. Content improvements
More traffic from existing content

38. Content improvements
How to approach:
Manual

39. Positions need to improve
Include keywords in titles,
headings and body
Build internal links
Content improvements

40. Good position, but low CTR
Improve title and meta
description
Implement rich snippets
Content improvements

41. No changes, but
decreasing organic traffic
Low engagement and bad UX?
Stale Content?
Content improvements

42. External improvements
Improve existing links

43. External improvements
How to approach:
Semi-automated

44. Existing links:
Improve target URL
Improve anchor text
External improvements

45. Existing links:
Win back link authority by fixing
missing pages that have links
External improvements

46. Identify your links.
External improvements
Google Search Console
Search Traffic > Links to Your Site

47. External improvements
Majestic
Site Explorer > Backlinks

48. External improvements
Ahrefs
Backlink profile > Backlinks > Broken

49. Existing mentions:
Link reclamation
External improvements

50. Identify your links.
External improvements
Google Drive spreadsheet

51. sExpanding

52. Expanding technical foundation
What new developments
can you benefit from?

53. AMP
HTTPs
Mobile-friendly
Rich Snippets
Expanding technical foundation

54. New developments:
• Google Webmasters Blog
• SEroundtable
• State of Digital
• SearchEngineLand
• Omi Sido’s Daily newsletter
• SearchEngineJournal
Expanding technical foundation

55. More traffic through new content
Content expansion

56. Find keywords that you’re not
ranking (well) for
Content expansion

57. 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

58. What do people search
for on your website?
On site searches
Google Analytics
Behaviour > Site Search > Search Terms

59. Keep track of what’s going on in
your niche
Content expansion

60. Keep track of your niche:
• RSS feeds
• Newsletters
• Mention
• BuzzSumo
Content

61. Find successful content
in your niche.
Content
Buzzsumo
Content Research

62. Competitors
Find keywords they’re ranking for
Find their best performing content
Find content they have,
but you don’t
Content expansion

63. What are your
competitors ranking for?
Competitors rankings…
SEMrush
Domain Analytics > Organic Research

64. What are your
competitors ranking for?
Competitors rankings…
Ahrefs
Site Explorer > Organic Search

65. FInd out what works well for
others.
Competition? ;)
Content
Social Bearing

66. What keywords are your
competitors ranking for, but not
you?
Competitors rankings…
Ahrefs
Organic Search > Content Grap

67. Create a strategy for
link earning
External expansion

68. External expansion
How to approach:
Manual

69. • 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

70. Find out what links your
competitors have
External expansion

71. External expansion
How to approach:
Semi-automated

72. External expansion
Backlinks: Ahrefs or Majestic

73. Resources
• http://backlinko.com/link-building
• http://pointblankseo.com/link-building-strategies
• https://ahrefs.com/blog/link-building/
External expansion

74. Take-aways

75. The nature of SEO
SEO is continuous by nature.
So why aren’t we?
Or our processes and tools?

76. Reality check
Forget about the technical, content
and backlinks angle.

77. SEO is about
Managing changes
Improving
Expanding

78. Ultimately, it comes down to
Structure
&
Processes
Overview
&
QA
Sustainable
growth> >

79. Process overview
Managing changes
• Technical
• Content
• Authority & Trust
Improving
• Technical
• Content
• Authority & Trust
Expanding
• Technical
• Content
• Authority & Trust
Daily
Daily
Daily
Weekly
Weekly
Weekly
Weekly
Weekly
Weekly

80. Thanks for your attention!
Page One Power & ContentKing
www.pageonepower.com
www.becontentking.com