seo: core understanding, solid strategy & advanced tactics

SEOCore Understanding, Solid Strategy & Advanced Tactics

Islam AmeenProduct Manager, WUZZUF

Research & Discovery

Content Technical Backlinking & Social

Research & Discovery

Research & Discovery

What’s the problem?

How people search for solutions?

Competition

Research & Discovery

Tools:

Google Trends

Google Keyword Planner

Übersuggest - Suggests modifiers (i.e. alternative keywords)

Moz SEO Toolbar

SpyFu, SimilarWeb, MozPro - Competitive Analysis

Query How much is it used?

What are the page(s) we're offering?

Avg. position in SERP

Competition

Jobs in alexandria 80 /a/jobs-in-alexandria

1

Research & Discovery

Content

Content

Good helpful content

Related to your research

Cover the questions people ask in their queries

Words vs Images vs Videos?

Avoid “Keyword Stuffing”"Our cheap iPhone 7 is the best cheap iPhone 7 for all your Apple phone needs. Get our iPhone 7 with discounts before it's too late."

Hummingbird2013

RankBrain2015

Good Read: FAQ: All about the Google RankBrain algorithm

Ref.: Tactical Keyword Research in a RankBrain World - Moz.com

Technical

TechnicalURL, Page title, Headers

Internal Linking

Pagespeed

Mobile Friendly

Metas & Canonical

Structured Data

URLs, Page Titles, Headers and Metas

Internal Linking

Internal Distribution of Links => Internal Votes => Important Pages

Internal Linking

Challenges:

Coverage: Link to every page

Prioritization: Frequency & Position

Depth: Important Page? => Less clicks to reach it from homepage

Ref.: Google: Importance of Link Architecture

Internal Linking

Coverage

If no links, how will Google know the page exists?

No links => Vote of no confidence

When linking to a page, you provide the crawler with a path to discover that page

Internal Linking

Prioritization

Frequency of linking & Link Position => Votes => This is an important page

Internal Linking

Prioritization:

Homepage - Above the fold

Homepage - Rest of page

Every page - Main Navbar

Some pages - Sidebar links

Footer links

Internal Linking

Depth

Make important links => Max 2 clicks away from homepage

All pages => Max 5 clicks

Being Mobile Friendly

High Ranking Factor on Mobile

Check on Google Mobile-Friendly Test

Page Speed

Measure on Google PageSpeed tool

You should get above 85%

Structured Data

Ref.: Google Rich Results

Structured Data

Structured Data

Structured Data

Schema.org

Google Structured Data Testing Tool

Duplicate Content

Common Technical Mistakes

Common Technical Mistakes

Duplicate Content

Problem

How does Google react?

Solution

Common Technical Mistakes

URL Parameters

0

3 Different pages for Google

URL Parameters - Fix

Parameter changes content => Leave everything

Parameter doesn’t change content (e.g. website.com/page?id=123):1. Use Canonical URLs<link rel="canonical" href="https://website.com/page" />

2. Configure Parameters in Webmaster-Tools

Common Technical Mistakes

URL Parameters - Fix2. Configure Parameters in Webmaster-Tools

Common Technical Mistakes

Learn more: Configuring URL Parameters in Webmaster Tools

URL Parameters - Fix

Pagination Parameters:<link rel="canonical" href="{link of current page}" /><link rel="prev" href="{link of previous page}" /><link rel="next" href="{link of next page}" />

Common Technical Mistakes

Ref.: Google: Handling Paginated Content

Backlinking & Social Sharing

Ref.: The advice that backlinks don’t matter for SEO is BS

Backlinking & Social Sharing

Backlinking Matters!

Links for High Domain Authority => Higher SEO Juice

1 link from 10 Sites better than 10 links from 1 site

Social sharing: Not about the sharing buttons, Viral content that solves problems

Research & Discovery

Content Technical Backlinking & Social

How are people searching for things related to your product?

How are you serving such queries?

Competition?

Is my content useful?

Content relevant to search queries we’re targeting?

URL, Page title, Headers, Metas

Sitemap

Internal Linking

Pagespeed

Mobile Friendly

Canonicals

Structured Data

How many are linking to my site / my pages?

Links from sites with high domain authority are preferable

Social sharing ↑

More References

How to do programmatic SEO like Yelp and Thumbtack by Bernard Huang

Look for Matt Cutt video, all of them here: TheShortCutts.com

Moz Blog

Quora.com - Search for any SEO question

We Analyzed 1 Million Search Results. Here’s What We Learned About SEO

Thanks :)Contact me:

islam.ameen@basharsoft.com