6. *** We do already have plenty links
People talk about our
product
Our PR team promotes our
company
Our content team creates
content that helps our
customers who end up
linking to it.
7. More content is often the most effective answer
0 links Wikipedia
Produce
more
content
Produce
content
hardcore
Build links
first (audit
existing
content)
Produce
content
first
0 content
Ton of
content
8. SEO Basic v2: Produce, Optimise and build links
Search
Volume
CustomersCTR Conversion
Rate
WhatSEOsDO?
Produce
more
content
Optimise
existing
content
Build
links
Optimise
existing
content
Easy to
measure
and scale
Harder to
measure and
scale
Optimise
Existing
content
9. Life of article
Month 1 Month 2 Month 3 Month 4
Production Crawl & Index Traffic Customers
10. Have a long term vision to justify short term expenses
** MNUs is our definition of new TransferWise users
11. Understand return on investment and CPA over time
** MNUs is our definition of new TransferWise users
12. 2 years later…..
1 2 8 58k+2K+ 600K+
Custom CMS
and suite of
research &
monitoring
tools
SEOs Content
specialists
Search intents
covered that
account for 13M
impressions per
month
Indexed articles Unique users a
month visiting
our blog
through search
alone
13. Full stack organic growth team
SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters
Editors
Translators
Publishers
Analysts
14. Start with an empowered autonomous content team…
1. Analyse customers intents & search data
24. Constantly refine your publishing process based team size
Research &
Validation
Brief Write Proofread, edit,
brand & legal
review
Publish
25. It was taking us 2 - 3 months to publish an article from the moment the
brief was created to go live on the site. We now reduced it to 1 month.
Understand your overall production metrics
Publishing
Analyst
26. The Average Handling time (AHT) is normalizing and going down. In
average it takes around 15-18 days for each of the production stages.
Go deeper in the process to build operational
efficiencies
Publishing
Analyst
28. Start with an empowered autonomous content team…
1. Analyse customers intents & search data
2. Nail publishing operations
3. Have tangible north star KPIs to measure
sustainability
30. Don’t track
emotions.
Work our tangible metrics
relevant to your business.
You can’t improve and scale
what you can’t measure.
New customers
Revenue
Lead generating events
Page scroll %
Time on site & articles per visit
Returning visitors
Quality of content
Brand metrics
32. Topic clustering to inform scaling
We define “series” as a cluster of articles of the
same topic and analyse performance of the cluster
rather than individual articles in order to have
significant data.
White cell when
articles doesn’t
exist in that given
month
Grey cell when
articles drives
traffic that given
month
Green cell when
articles drives
new users in that
given month
** MNUs is our definition of new TransferWise users
Each row represents an different URL within a given series
37. Articles Series ladderboard, let the most successful
cluster of articles wins and receives more budget!
** MNUs is our definition of new TransferWise users
38. Solid data on production metrics
and business KPIs allowed us to
confidently scale the investment
in the team.
39. x Current content specialists Q2 2018
x Articles per month with current team members Q2 2018
x Incremental new users we want to add by end of 2020
x Articles we need to publish by mid 2020 in order to reach our new users target
x Years that would take us to publish target articles with current team
x Content specialists we need to hire to publish target articles by mid 2020
x Articles we can publish per month with x additional team members
x Additional content specialists we need to hire by end of Q1 2019
x Additional SEOs we need to hire in order to coordinate x content admins
Front load content investment to maximise growth
40. Start with an empowered autonomous content team…
1. Analyse customers intents & search data
2. Nail publishing operations
3. Have tangible north star KPIs to measure
sustainability
Leave emotions behind, relax & get obsessed about scaling :)
41. @Pechnet
Link to slides >>
seowi.se/semrush-meetup-18
Money without borders
TransferWise.com/borderless
Join us >>
TransferWise.com/jobs
Thank you