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Automating content optimisation + how to test the impact on CTR and ranks

A Talk by Michael Costanzo
Senior SEO Manager, Trainline

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About this talk

With over 12 million indexed pages in 18 languages, Trainline knows a thing or two about how hard it would be to optimise every individual product page. Scaled optimisations are realistically the only way forward when your product catalogue could reach 1 billion!

In this talk, you’ll learn how to: 1. Extract in bulk using Google Sheets your own Search Console data to understand where your scalable opportunities are; 2. How to use this data to optimise the content on your pages at scale; and 3. How you can use some advanced pre/post testing techniques to see whether your optimisations have improved your rankings and CTR.

If you’re responsible for the SEO of any website that has some form of automated or retail pages (eg e-commerce category/product pages, job boards, hotels and accommodation...) then this talk is for you.

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