oncrawl webinar - how to prioritize your seo plan?
TRANSCRIPT
#seocamp
How to build your SEO Roadmap? By Francois Goube, CEO @Oncrawl
@OnCrawl – #OnCrawlWebinar
Menu1. Thoughts about SEO Projects management2. Tools, metrics and how to use them3. Analyse, Execute, Monitor
@OnCrawl – #OnCrawlWebinar
Project management is not your enemy
C’est un moyen de…
Be 1st on
“Viagra”
Rationalgoals
AND MAKE IT
Different approaches+ Different goals
= a very BIG Problem
Your customer’s goal
SEOs holy GRAAL
Developpers constraints
GOOGLE’s AMBITIONS
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Your SEO SuccessDepends on you skills and expertise…
… but also on your organization and your communication
✓ You must have the “right tools”
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Organization & Communication✓ My prefered stack for project management
✓ Trello✓ Slack✓ Spreadsheets
✓ SEO Workshops✓ With all stakeholders: clients, tech, SEOs
Which metrics to rely on to build the perfect SEO Roadmap?
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3 types of SEO actions
✓Netlinking✓Technical SEO✓Content
@OnCrawl – #OnCrawlWebinar
Netlinking & Rank-monitoring✓ Favorite tools
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Netlinking & Rank-monitoring✓ Who ranks high on most of my keywords?✓ What is their “link profile”?
✓ Total BL✓ Total Refdomains✓ Trust flow✓ Ancres utilisées
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Technical SEO & Content1. Build a proper content split2. Boost the right pages3. Segment my content4. Keep your performance on track
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You’ll be the good pilot!
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Back to basics: get the right structure✓ Understand your market & topic✓ Perfectly know your website✓ Track what your competitors do
@OnCrawl – #OnCrawlWebinar
Content segmentation✓ What are my ”top priority” pages
@OnCrawl – #OnCrawlWebinar
Content segmentation✓ How to prioritize my pages?
✓ Highly competitive keywords✓ “Middle tail” pages✓ “Long tail” pages (5+ kw)
✓ Keep an eye on✓ Page depth✓ Inrank
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Content segmentation✓ What are my ”top priority” pages
@OnCrawl – #OnCrawlWebinar
Understand what is wrong
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Check your SEO Impact
✓ Know how your optims are performing
✓ Detect regressions
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Digg into your active pages✓ Active Pages
✓ Receiving organic traffic✓ Active ratio✓ Freshrank
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Digg into your active pages✓ Is their a pattern? Any common characteristic?
✓ Filter the results by groups of pages
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Where are the quick/big potential wins?
✓ On which pages should I focus on?
@OnCrawl – #OnCrawlWebinar
Which Ranking factor matters to me?✓ Depending on you topic, the size of content can matter…
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Work on your groups!✓ Spot oversized parts of my website
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Get a perfect content segmentation✓ Spot your most competitive pages✓ Know your unique, bold and thin zones
✓ Determine how you should boost the visibility of each zone✓ Arbitrate your ”Index / Noindex” rules
✓ Define what are the ideal “onpage metrics” for each groups of pages
@OnCrawl – #OnCrawlWebinar
In parallel learn more about your duplicates.
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Do I really need to correct this?✓ Ask yourself:
✓ Do pages with near duplicates are generating traffic?
✓ If yes, why?o Backlinks?o Poor competition?
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Do I really need to correct this?✓ Ask yourself
✓ Are my canonicals a good answer to my duplicates?
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Which Ranking factor matters to me?✓ How many inlinks is enough to get crawled?
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Which Ranking factor matters to me?✓ What’s about your payload?
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Combined analysis : Logs vs Crawl data
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Track Orphan pages… And know how to deal with it
@OnCrawl – #OnCrawlWebinar
Track Orphan pages… And know how to deal with it
Crawl Analysis
Log file Analysis
Combined Analysis
