Workshop: Reverse-Engineering SERPs for On-Page SEO: Insights from 1M SERPs (3 Hours)

​1. Introduction & Goals (15 min)
– Who you are (Michał Suski, Surfer co-founder), why data-driven on-page matters, quick poll of experience levels.
– Emphasize how content score correlates closely with backlinks, but with far less effort.

2. Reverse-Engineering SERPs (40 min)
– Analyzing top pages: content structure, keyword usage, user intent alignment.
– 1M SERP study highlights: on-page signals nearly rival backlinks.
– Short interactive discussion linking attendee experience to data findings.

(Break – 10 min)

3. NLP in On-Page SEO (30 min)
– Why NLP matters (Google BERT, MUM), Surfer’s NLP-driven term suggestions.
– Quick example (e.g., “best coffee beans”): covering entities, synonyms, context.
– Short brainstorm on missing NLP topics in attendees’ own content.

(Break – 10 min)

4. Practical Surfer Use & SERP Analysis (45 min)
– Setting up content analysis: entering a keyword, reviewing competitors, interpreting Content Score.
– Live or example audit: highlight how on-page optimization is easier than link-building but almost as impactful.
– Q&A on Surfer functionalities or alternative tools.

5. Wrap-Up, Q&A, Next Steps (20 min)
– Reinforce key takeaways: prioritize on-page optimization, use NLP insights, track progress.
– Encourage immediate application on a priority page to avoid leaving money on the table.