uber seo analysis & opportunities by ilyas teker
TRANSCRIPT
SEOAnalysis&Opportunities
IlyasTekerJan15,2016
Index
• Intro– WhoisIlyasTeker
• OverallSEOAnalysis
• CompetitorAnalysis
• TechnicalSEOAnalysis
• ContentAnalysis&Opportunities
• BacklinkAnalysis(+spambacklinkanalysis)
Who Is Ilyas Teker?
Ilyashasalmosttenyearsofexperienceinonlinemarketing.
HewasanSEODirectoratiProspectChicago,asearch
agencywith82officesin46countries.Also,Hehasgiven
consultancyto150+clientssuchasCoca-Cola,adidas,Sony
intheUSA,UK,andTurkey.
Alongsidehisseminarsondigitalmarketing,Ilyaswrites
articlesforseveralpopularwebsitesandgivesconsultancy
toFortune500companiesontheirSEOstrategies.Heisalso
aadvisorboardmemberofDeepCrawlcompany.
Some of the Companies Consulted on SEO
+200brands…
Detailed Articles Published on Industrial Websites
ReportageWithSosyalMedyaKulübüMagazine
SEOVisibilityofSocialNetworksOvertheWorld
HowToBoostYourRevenueWithOnlineReputationManagement?
SEOPerformanceofTurkishE-CommerceSites
14CommonSEOIssuesandHowtoSolvethemUsingDeepCrawl
12GreatReasonstoUseSEMrushtoSuperchargeYourContentMarketing
Some of Recommendations
Some of Digital Certifications Owned
BrightEdge ConductorSearchlight LinkResearchTools
Optimizely
Overall SEO Analysis
Overall seo analiz
67 COUNTRIES
Uber.com World SEO Visibility
SEOVisibilityindicatesthevisibilityofthechosendomaininorganicsearchresults. SearchMetricstracksmorethan300Mkeywordsin25
countryovertheworld.UbershowsitsbestSEOperformanceinUSA,GermanyandIndia.
SEO Visibility Changes in the USA
SEOvisibilityhasbeendescreasingafterGooglepublishedNewswaveUpdateon6/19/2015.Thepossibilitytobeaffectedbythisupdateishigh.
Weneedtoreview,examineandanalyzetheseaffectedpages.
USASEOvisibilityscore:18,722MobileSEOvisibility:20,938OrganicKeywordsCount:29,202
SEO Visibility Changes in the UK
SEOvisibilitywhichhadincreasedseemstobeaffectedbyPigeonUpdatewhichwaspublishedintheUK,Canada,AustraliabyGoogle.Thepages
thatwereaffectedbythisalgorithmshouldbeanalyzedtogetvalueforthefirstpageagain.
UKSEOvisibilityscore:2,539MobileSEOvisibility:2,224OrganicKeywordsCount:5,708
SEO Visibility Changes in the Germany
SEOvisibilitymayhavebeenaffectedbyPigeonalgorithminGermanyaswellasintheUK.Ofcourse,itmayhavehappenedbecauseofa
technicalchangeinthewebsiteforthatperiodoftime.
GermanySEOvisibilityscore:2,772MobileSEOvisibility:3,082OrganicKeywordsCount:2,825
The Analysis of Potential Organic Traffic in The USA, the UK and Germany
Thekeywordanalysis,whichincludesbrandname,taxi,cabanddriverkeywordsin2nd pageandafter,isanalyzedforUSA,UKandGermany
marketsviaSearchMetrics.Theprioritychangeintothesekeywordscanleadtohaveanincreaseinpotentialorganictrafficinthesemarkets.
SERPCTRresearchwithseveralsource
USA Organic Traffic Potential (29K Total Keywords Pool)
Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominUSAmarket.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
USA Organic Traffic Potential (29K Total Keywords Pool)
Basedonthisanalysis,wecanprovideestimatedextra258Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 61,150 951,935 369,357 51,162 1,433,604
EstimatedMonthlyOrganicTraffic 11,007 171,348 66,484 9,209 258,048
KeywordsCount 72 2,416 1,528 143 4,159
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.Howwastheanalysis
made?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominUSAmarket.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
Basedonthisanalysis,wecanprovideestimatedextra258Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
USA Organic Traffic Potential (29k Total Keywords Pool)TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 61,150 951,935 369,357 51,162 1,433,604
EstimatedMonthlyOrganicTraffic 11,007 171,348 66,484 9,209 258,048
KeywordsCount 72 2,416 1,528 143 4,159
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominUSAmarket.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
Let’s Move on With an Example
Keyword:howmuchdouberdriversmakePosition:12SearchVolume:18,100Pos.update:Jan9
Wemissabigpotentialbecauseofnotbeing
on1st pageasanexamplephrase“Howmuch
doUberdriversmake”whichcanbringusa
directlead.Especially,whenourcompetitor
publishesanAdwordsadforthistargetphrase,
weneedtocreateaqualifiedcontentandgain
ahighpositionbytransferringvaluefromsub
pagesintothispage.
UK Organic Traffic Potential (5700 Total Keywords Pool)
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 4,533 107,749 14,988 9,195 136,465
EstimatedMonthlyOrganicTraffic 816 19,395 2,698 1,655 24,564
KeywordsCount 41 1,107 248 30 1,426
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominUKmarket.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.
Basedonthisanalysis,wecanprovideestimatedextra24Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
UK Organic Traffic Potential (5700 Total Keywords Pool)
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 4,533 107,749 14,988 9,195 136,465
EstimatedMonthlyOrganicTraffic 816 19,395 2,698 1,655 24,564
KeywordsCount 41 1,107 248 30 1,426
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominUKmarket.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.
Basedonthisanalysis,wecanprovideestimatedextra24Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
Germany Organic Traffic Potential (2800 Total Keywords Pool)
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 2,604 22,656 1,041 2,874 29,175
EstimatedMonthlyOrganicTraffic 469 4,078 187 517 5,251
KeywordsCount 15 391 76 22 504
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominthemarketofGermany.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
Basedonthisanalysis,wecanprovideestimatedextra5.2Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.
Germany Organic Traffic Potential (2800 Total Keywords Pool)
BrandKws TaxiKeywords CabKws DriverKws TotalMonthlySearchVolume 2,604 22,656 1,041 2,874 29,175
EstimatedMonthlyOrganicTraffic 469 4,078 187 517 5,251
KeywordsCount 15 391 76 22 504
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000Howwastheanalysismade?
Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominthemarketofGermany.
Also,thekeywordsincluding“taxi”,”cab”,and“driver”on2nd pageandafterwereanalyzedwithsearchvolumesandpositions.
TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.
Basedonthisanalysis,wecanprovideestimatedextra5.2Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.
287,863USA + UK + Germany Total Monthly Organic Traffic Potential
Overall seo analiz
We’re in 67 COUNTRIES
Estimated Monthly Organic Traffic From Other Countries
50.000? 100.000? 150.000?
More?
What Should We Do to Be on the 1st Page for These Keywords?
• Ourpagesthatareon2nd pageandafterinGoogleshouldbeanalyzedandoptimized.
• Thepagesshouldbecreatedforsomespecialkeywords.
• AllpageswhichincludeSEOissuesshouldbeedited(thedetailsareincludedintechnicalanalysisslides)
• Thecontentqualityofpageswhicharealreadylow-qualityshouldbeimproved.Newcontentsshouldbecreated.(How?Thedetailsareincontentslides)
• Thetargetpageswhichincludehighsearchvolumekeywordsshouldbereviewedwithcorrectinternallinkingstructurefromhomepageandsubpages.
• Ifneeded,newlinkbuildingstrategiesshouldbedevelopedspecificallyforthesekeywords.
Competitor Analysis
Overall comp analysis seo analiz
Competitor Analysis Overview for SEO Performance
Lyft,SidecarandGoCurbhavehigherpercentagesinSEOperformancesasourcompetitorsdespitetheirkeywordcounts.Especially,SEO
performanceofGoCurbishighercomparedtoitscompetitorsintheUK.
Lyft Has Higher Positions for Some Keywords In The USA
LyfthashigherpositionscomparedtoUberforsomekeywordsinUS.WecanhavehigherpositionswithbetterSEOstrategiesincludinghigh
searchvolumekeywordsandgainmoreorganictraffic.
SEO Performances for all known competitors in US
Brand SEOVisibility(desktop)
SEOVisibility(mobile) Organic Keywords Backlinks
Uber.com 18,722 20,938 29,202 3,095,134
Lyft.com 1,347 961 3,318 985,006
flywheel.com 271 231 239 3,129
ridewithvia.com 981 978 337 3,677
gocurb.com 253 304 623 9,282
side.cr 335 338 386 16,308
OurSEOvisibilityisgenerally
betterbasedonkeywordcount
andbacklinkcountviaSearch
Metricstoolcomparedtothe
othercompetitorsinUS.
However,unfortunatelythe
positionsneedtobeimproved
forsomekeywordsthatcanbe
newleadsforus.
We Have More Competitors in Search Results
WebSiteCommon
KeywordsinPositions
SEOVisibility(desktop)
SEOVisibility(mobile)
OrganicKeywords
taxifarefinder.com 7,817 2.401 2,473 48,613
tripadvisor.com 7,487 2,001,035 2,189,722 6,126,863
yelp.com 6,903 2,487,111 2,679,473 7,881,053
wikipedia.org 4,033 53,856,075 55,671,354 24,838,742
yellowpages.com 3,508 651,709 109,676 4,903,936
numbeo.com 3,495 5,413 5,300 32,355
facebook.com 3,401 18,272,026 18,209,555 18,009,767
taxiautofare.com 2,591 43 38 9,551
Othercompetitorsthatwehavepositionsincommonkeywordsmostinsearchresults
UberUSASEOValuesSEOvisibilityscore:18,722MobileSEOvisibility:20,938OrganicKeywordsCount:29,202
AccordingtoSearchMetrics
data,inUSwehavemore
indirectcompetitorsin
commonkeywordsinsearch
results.Weshouldreviewthis
scenarioinourSEOstrategy.
SEO Performances of Competitors in the UK
MinicabithassurpassedourSEOperformancerecentlyoncethegraphicofSEOVisibilitychangesince2014fortheUKincludingothercompetitors
isreviewed.Benchmarkingshouldbeconducted,thedifferenceshouldbeanalyzed.Accordingtothese,similarordifferentstrategiesshouldbe
developedtohaveabetterperformanceintheUK.
Other Values of Competitors for SEO in the UK
Minicabitisaheadofusindesktop,mobileSEOvisibility,andtotalorganickeywordswhentheothercompetitorsarereviewedintheUK.Wecan
createastrategybyfollowingcompetitorscloselyandanalyzingthekeywordsthattheygainpositionsonthe1st pageaswedonot.
WebSite SEOVisibility(desktop)
SEOVisibility(mobile)
TotalOrganicKeywords Backlinks
uber.com 2,539 2,224 5,780 3,095,134
gett.com 31 30 764 44,413
hailoapp.com 68 209 734 29,682
kabbee.com 484 514 3,504 4,123
minicabit.com 2,610 3,098 8,972 12,883
Minicabit vs Uber in the UK
Minicabitisinthe1st positionforsomekeywordsabovecomparedtoUberintheUKmarket.Ourrankcanbeamongthefirst3positionswith
newSEOstrategiesandnewpages.
Overall SEO Analysis in Germany
BlablacarhasareallyhigherperformanceamongitscompetitorsinGermanyforSEOvisibilitychanges.Uberisthesecondone afterBlablacar.We
shouldbereviewingBlablacarinthismarketindetailforthereasonwhytheygainpositionsonthe1st pageaswedonot.
SEO Performances of Other Competitors in Germany
Taxi.deandtaxi-rechner.deexceptBlablacarhavehigherperformancesinSEOvisibilitycomparedtoothercompetitorsofUberin Germany.We
cananalyzethebestcasesinourSEOstrategythatisdevelopedbasedoncountry.
WebSite SEOVisibility(desktop)
SEOVisibility(mobile)
TotalOrganicKeywords Backlinks
uber.com 2,790 2,842 2,825 3,095,134
taxi-rechner.de 1,688 1,830 4,072 8,125
gocurb.com 16 28 26 9,282
mytaxi.com 82 95 610 147,281
taxi.de 1,310 936 4,387 27,204
wunder.org 0 0 3 73
Blablacar.de 21,800 22,825 12,707 538,856
blacklane.com 389 447 1,352 70,240
SEO Values of Competitors in Other Markets
WhenthecompetitorsofUberinothermarketsarereviewedforthefirst5countries;Easytaxihas83%SEOperformanceinArgentina(AR),Gett
has49%SEOperformanceinIndia(IN),andOlaCabshas87%SEOperformanceinIndia(IN).Togrowintheserelatedmarkets,wecananalyze
thesecompetitorsanddetectthepagesthattheycannotgainperformances.Sowecanapplythisknow-howintotheSEOstrategies ofUber.
WebSites ∑SEOVISIBILITY
WORLD∑KEYWORDS
1st Country/SEOPerformance%
2nd Country/SEOPerformance%
3rd Country/SEOPerformance%
4th Country/SEOPerformance%
5th Country/SEOPerformance%
Uber.com 39,577 49,319 USA-18,722(49%) DE-2,790(7%) IN-2,411(6%) UK-2,230(%5) CA-1,644(4%)
Easytaxi.com 2,532 767 AR-3,892(83%) MX-233(5%) BR-179(3%) ES-159(3%) HK-59(%1)
gett.com 353 1,450 IN-106(49%) RU-39(18%) CA-9(4%) DK-7(3%) HK-7(3%)
olacabs.com 3,789 2,819 IN-3,152(87%) MX-182(5%) BR-68(1%) DK-62(1%) AU-56(1%)
Need moremarket?Ineedmoretimetofinishallofthem:)
What Do The Competitors Do Better?
• TheyhavemoreSEOrelatedpages.
• Thepagespeedisfaster.
• TheyhavecreatedmorerichpagesandSEObasedcontent
Technical SEO Analysis
Technical SEO Overview
26,251pageswere
crawledviaDeepcrawl
andtheissuesthataffect
SEOperformance
negativelyweredetected
inatechnicalway.SEO
performancewillbe
positivelyimprovedonce
thesearefixed.
Duplicate Pages (2108 Pages)
https://help.uber.com/ https://help.uber.com/riders
Issue: Pagesthatshareanidenticaltitleandnearidenticalcontentwithanotherpagefoundinthesamecrawl.Duplicatepagescan resultinthedilutionof
authoritysignalsandsocialshares,whichcanaffectthepotentialSEOperformanceandreducethecrawlefficiencyofthesite.
Recommendation: Acanonicalintegrationforsimilarpagesorandifferentiationwithdistinctcontentshouldbeimplemented.
SamePage
Canonical Should be Implemented on These Pages (4314 Pages)
www.uber.com/business?utm_source=New_Orleans&utm_campaign=Drizlywww.uber.com/business?utm_source=panama&utm_campaign=blog1www.uber.com/business?utm_source=Houston&utm_campaign=Wifiwww.uber.com/business?utm_source=SanDiego&utm_campaign=Staycationwww.uber.com/business?utm_source=LasVegas&utm_campaign=VinliCESBlogwww.uber.com/business?utm_source=NewOrleans&utm_campaign=Drizlywww.uber.com/BUSINESSwww.uber.com/business?utm_source=Boston&utm_campaign=BusinessClassem
www.uber.com/business
www.uber.com/businessTheURLsshownwitharrowarethesamewiththelinkabove.WeshouldhaveGoogleunderstandthiswithcanonical.Allpagesseemasduplicatecontents.
Issue: ThepageswithUTMcodesarethesamewiththepageswithoutUTMcodes.Googlecanalsoindexthesepagesandthiscausesfor us tohavea
negativeSEOperformance.
Recommendation:WeshouldlinknewURLswithUTMcodestothemasterpagebyusingcanonicalmetatags.
Canonicalmetatagsarenotshowninthesepages.
5xx Errors (7 Pages)
Foundat:www.newsroom.uber.com/central-coast/san-luis-obispo-and-ventura-county-your-uber-has-arrived-2/
ExampleURL:https://newsroom.uber.com/central-coast/san-luis-obispo-and-ventura-county-your-uber-has-arrived-2/www.midstatefair.com/concert_details.php?id=51
Issue: URLsthatreturnany5xxServerErrorHTTPstatuscode,suchasa503,oftencausedbyatemporaryserverperformanceproblem orapermanentissue.
ItresultsforustooveruseGoogle’scrawlrateduetothecapacity.
Recommendation:Weshouldfixtheissuesgiving5xxerror.Ifithappensotherwise,weshouldremovethelinkinrelatedpageorredirectthe existingpageto
anewdifferentpagewith301redirect.
4xx Errors (1220 Pages)Foundat:www.newsroom.uber.com/gold-coast/big-week-big-weekend/
404URL:www.partners.uber.com/faq/questions/
Foundat:www.newsroom.uber.com/brisbane/welcome-to-2015-with-uber-3-3-3/
AnotherExample
404URL:www.newsroom.uber.com/DropInBNE
Issue: SEOperformanceisaffectednegativelybythepagesthatarelinkedtononexistingpagesfromotherpagesandreachedbyGoogle bots.
Recommendation: 301redirecttorelatedpagesthatgive404errorsinwebsiteorremovingtheselinksfromsubpages.
Non-301 Redirects (2658 Pages)
Example:https://newsroom.uber.com/2015/01/making-our-roads-safer-for-everyone-2/
Issue: URLsredirectingwitha302statustellsearchenginesthattheredirectistemporary.Linkauthoritywillnotbepassedfrom theoriginaltothenewURLandsearch
enginesarelikelytokeeptheoriginalURLintheirindex,insteadoftheredirectedURL.AnHTTPMetarefreshtagisnormallytreatedasa302redirectbysearchengines.
Recommendation: 2658pagesshouldbereviewedandchangedinto301redirectfrom302redirect.Wecanreservethevalueofthepagesbytransferringinthatway.
Malformed URLs (33 Pages)Foundat:https://newsroom.uber.com/msp/score-the-ultimate-timberwolves-package/
Foundat:https://newsroom.uber.com/gainesville/uber-spring-4/
Issue:MalformedURLsarenotavalidURLformatsocannotberequestedbythecrawler.AURLrequiresaprotocolsuchashttp://andavaliddomainname
limitedtospecificcharactersinaspecificformat.
Recommendation: ThelinkstotheseURLsshouldbeupdatedtousecorrectlyformedURLs.
Duplicate Titles (487 Pages)
https://www.uber.com/about https://drive.uber.com/oh/about/
Issue: Duplicatedtitlescanbetreatedasduplicatecontentbysearchenginesandnegativelyimpactperformanceofthepage.
Recommendation:Weshouldidentifypageswithduplicatetitlesandreplacewithuniquepagetitles.
Differentpagesbutsametitles
Short Titles (200 Pages)https://newsroom.uber.com/waco/
Issue: Pageswithashorttitletagmayhaveatitlegeneratedforthembythesearchengines.
Recommendation:Weshouldidentifypagesthatcanbeupdatedwithalongerandmoredetailedtitletag.ItgiveshigherSEOperformanceforallthese
pages.
Missing Descriptions (656 Pages)
https://newsroom.uber.com/locations/
Issue: Pagesmissingdescriptiontagsgetacustomsnippetcreatedbythesearchengines.Auniquedescriptionisbest,butamissingdescriptionispreferredto
havingaduplicatedescription.
Recommendation:Weshouldidentifypagesmissingdescriptionsandadduniquedescriptionswhereappropriate.
Duplicate Descriptions (529 Pages)
https://help.uber.com/ https://help.uber.com/partners
Otherduplicatedescriptionswithhttps://help.uber.com/
help.uber.com/partnershelp.uber.com/h/1962e40e-d7e7-468f-a455-d6fb7b8b6723help.uber.com/h/15b0d4d8-2763-40d4-80c0-ff83a9a37cc4help.uber.com/h/77f404b4-acea-4136-85de-5c70e266665bhelp.uber.com/h/e17b2e96-95a7-437c-a566-53c4c64fd857help.uber.com/h/4143ff13-b01f-4656-b797-04944b9c936bhelp.uber.com/h/146346c0-9ca3-4a94-ac97-719332884335help.uber.com/h/81a92ea5-c180-4f99-a108-16ac8b9c4fbehelp.uber.com/h/fcd9e993-73f4-475b-985b-524f97783b22
Issue: Allpageswithaduplicated<meta>descriptionsharedbyatleastoneotherpageinthesamecrawl.Duplicateddescriptionscan betreatedasduplicate
contentbysearchengines,negativelyimpactingperformance.
Recommendation:Weshouldidentifyandremoveduplicatesandadduniquedescriptionswhereappropriate.
Missing H1 Tags (1975 Pages)
https://www.uber.com/events
MoreURLExamples
https://join.uber.com/design/https://join.uber.com/product-marketing/https://join.uber.com/engineering/
Issue: All1975pageswithoutanyH1tags.H1tagsareusedtohighlightimportanttextonpages,usuallythemainpagebodytitle.
Recommendation:WeshouldidentifypageswithoutH1tagsthatmightbenefitfromaddingone.
Multiple H1 Tag Pages (194 Pages)www.uber.com/
1
2
3
Issue: EverypageshouldhavejustoneH1tagperpage.
Recommendation:WeshouldremoveotherH1tags.
External links should be marked as nofollow meta taghttps://get.uber.com/go/ihg
Thereare1921pageswhicharewithoutnofollowmetatagtopaytm.com.
Zomato.com(192pages)Vimeo.com(110pages)…more
Issue: There’sanissuefortransferringtoexternalpagesfromexistingvalue.Shouldwereallytransferthisvaluetothem?
Recommendation:WeshouldaddnofollowmetatagtotheseexternalURLs.Thewebsitesinournetworkcanbeexcluded.
Max Load Time (12.493 Pages)
Foundat:www.newsroom.uber.com/denver/the-weekender-15/
ExampleURL:https://newsroom.uber.com/?s=the+weekender+colorado
Fetchtime HTMLsize(KB) Wordcount Contentsize(KB) Content/HTMLratio
6.09 93.49 1359 7.96 8.55%
Issue: AllURLsexceedingthemaximumloadtimeof2.0seconds.Slowpagescan
negativelyimpactcrawlefficiencyanduserexperience.
Recommendation:Weshouldidentifyslowpagesthatcanbeoptimisedforimproved
performance.
Max Redirections (243 Pages)
ExampleURL:http://uber.com/go/ExampleURL: https://newsroom.uber.com/safety
Foundat:https://newsroom.uber.com/joe-sullivan-joining-uber-as-first-chief-security-officer/
Foundat:https://newsroom.uber.com/erie/erie-your-uber-is-arriving-now/
Issue: AllURLsthatredirectmorethan4times.Searchengineswillonlyfollowalimitednumberofredirectstepsbeforetheystop andredirectchainsreduce
crawlefficiency.
Recommendation:Weshouldeditredirectionsof243pagesandredirecttofinalURL.
Pages without hreflang Tags (3427 Pages)
https://drive.uber.com/oh/about/ https://drive.uber.com/oh/help/
Issue: Thereisnothreflangmetaon327pages.Googlemaybeconfusedaboutthelanguageofpagesandtargetofcountries.
Recommendation:WecanmakethesepagesbeidentifiedbetterbysearchengineswithhreflangintegrationtothesepagesandincreaseourSEO
performance.
More? Need more time for deep-dive analysis :)
Content Analysis & Opportunities
Accordingtotherecentresearches,companieshasplansinvestingmoreincontentstrategiesovernext12months.Wecangive more
importancetocontentmarketingasUberandgetmoreorganictrafficfromsearchenginesaswell.
Wenolongerneedmorecontent,weneedmorehigh-quality content.
ehow.com Lost Stock Value Because of Low-quality Content
Length of Content Impacts the Positions on Search Engines
Longer Content Is Shared More on Social Media
AccordingtoMoz.com’s
researchontheirown
blogarticles,longer
contentsaresharedmore
onsocialmediachannels.
Weshouldconsiderthis
informationwhilewe
prepareourcontent
strategies.
Core Content Elements
Beforecreatingcontent,targetusersshouldbeidentifiedcorrectly,persona
analysisesshouldbeconductedandtargetedcontentforeverypersonashould
becreated.
People Like Infographics
Weshouldcreatemoreinfographicstohavemoresocialsharingandbacklinks.
Uber and contents that show the development of its products
https://www.timetoast.com/timelines/history-of-football--3
Peopleliketoconsume
contentsthattheycaninteract
with.Asinthisexample,we
cancreatesimilarcontent
strategiesforUberandgain
moreinteraction,sharingand
backlinks.
Duplicate Body Content (147 Pages)
https://devblog.uber.com/tag/luggage/ https://devblog.uber.com/tag/bluesmart/
Issue: Pageswithduplicatedorsimilarcontentshouldbeavoidedastheymaynotbeindexedandcanresultincrawlinefficiency.
Recommendation:Weshouldidentifypagesthathavenearduplicatepagebodycontentwithanotherpage,thatcanbeupdatedtoincludemoreuniquetext
orpreventedfrombeingcrawled.
Minimum Content Size (2251 Pages)
https://help.uber.com/h/f3c11481-d928-49be-89b9-ce6013c97f35 https://help.uber.com/h/e9f1e8ec-78c6-475b-b3cf-eaa0458bec2a
Issue: Pageswithlessthantheminimumcontentsizeof3KBcanbeclassifiedas'thincontent'andmaynotbeindexedordevalueyoursitequality.
Recommendation:Weshouldcreatecontentabovespecificwordlimitforeverypage.Ifwedonotwantthesepagestobeindexedbysearchengines,we
needtoaddnoindexmetatagtothem.
Empty Pages (No Content)
https://newsroom.uber.com/introducing-uberessentials/
Issue: Althoughthere’snocontentinsomepages,theyareallowedtobeindexedbysearchengines.Allowingthesepagestobeindexedbysearchengines
harmsSEOperformance.
Recommendation:Weshouldnotallowtheseblankpagestobeindexedbysearchenginesorturnintoqualifiedpagesbyfillingwithcontentin them.
How should high-quality content be?
Wecanprepareachecklistthatwecantestthequalityofcreatedcontentbeforepublishing.Thus,ourcontentcanbemorehigh-qualityandget
moreinteractionbytheusers.
What is 10X Content?
10XcontentilkolarakRandFishkintarafindanortayaatilanbirterim.10XcontentisatermthatiscreatedbyRandFishkin.Ittellsuswhythe
contentshouldbebetter10timesmoreandwhattheadvantagesof10Xcontentare.Youmaycheckoutthevideohere:
https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
Criteriafor10XContent:
#Providesauniquelypositiveuserexperiencethroughtheuserinterface,visuals,layout,fonts,patterns,etc.
#Deliverscontentthatissomesubstantivecombinationofhigh-quality,trustworthy,useful,interesting,and
#Isconsiderablydifferentinscopeanddetailfromotherworksonsimilartopics
#Loadsquicklyandisusableonanydeviceorbrowser
#Createsanemotionalresponseofawe,surprise,joy,anticipation,and/oradmiration
#Hasachievedanimpressivequantityofamplification(throughsharesonsocialnetworksand/orlinks)
#Solvesaproblemoranswersaquestionbyprovidingcomprehensive,accurate,exceptionalinformationorresources.
WecanapplythisideaforUber,too.Let’scheckoutafewexamples.
Some Examples of 10X Content- 1
Asseenintheexamples,thiskindofcontentstaketimetocreate,butthey’resharedmorebypeople.Thus,we’retouchingmore people.
Example1:http://blog.froont.com/9-basic-principles-of-responsive-web-design/
Example2:https://maptia.com/davidheath/stories/burma-an-enchanted-spirit
Some Examples of 10X Content- 2
Example3:http://www.nytimes.com/interactive/2015/10/27/world/greenland-is-melting-away.html
Example4:http://www.bloomberg.com/graphics/2015-pace-of-social-change/
Everycontentthatweproducedonotneedtobe10Xcontent,butour10Xcontentwillleadustomorepeople.
What Can We Do by using 10X Content term?
• Wecancreatemorehigh-qualitycontentthatweowntransportationasCoca-Coladoesforhappiness.
• DevelopingcontentthatexplainsthefutureofdriverlesscarsinUber’splans.
• CreatingvideosthatshowshowpeopleareusingUberattheendofyearorprovidingmoreinteractionwiththeirdataonspeciallandingpages.
• More…
Backlink Analysis (+spam link analysis)
Comparison of Backlink Profile Values for USA Competitors
BacklinkprofilevaluesarehighandqualifiedcomparedtoUSA
competitorsofUber.Wecancreateastrategydistrubutingthisvalueto
thesubpagesandkeywords.
Website DomainAuthority
SEOVisibility(desktop)
SEOVisibility(mobile)
TotalOrganicKeyword Backlinks TrustRank Citation
RankPowerxTrust(LRT) Winner?
Uber.com 83 18,722 20,938 29,202 3,095,134 77 56 25 1st
Lyft.com 76 1,347 961 3,318 985,006 39 40 16 2nd
flywheel.com 42 271 231 239 3,129 18 26 8 4th
ridewithvia.com 40 981 978 337 3,677 15 25 8 5th
gocurb.com 41 253 304 623 9,282 25 29 25 3rd
side.cr 57 335 338 386 16,308 24 35 6 3rd
Howwasthewinnercalculated?
DomainAuthority,Backlinks,Trust,Citationrankand
power*trustarerankedaccordingtothevalues.
Comparison of Backlink Profile Values for UK Competitors
WebSite DomainAuthority
SEOVisibility(desktop)
SEOVisibility(mobile) Organic Kw Backlinks TrustRank Citation
RankPowerxTrust(LRT) Winner?
uber.com 83 2,539 2,224 5,780 3,095,134 77 56 48 1st
gett.com 52 31 30 764 44,413 36 37 16 2nd
hailoapp.com 45 68 209 734 29,682 25 39 9 3rd
kabbee.com 34 484 514 3,504 4,123 18 25 4 4th
minicabit.com 33 2,610 3,098 8,972 12,883 23 36 6 5th
BacklinkprofilevaluesarehighandqualifiedintheUKcomparedtothe
competitorsofUberasintheUSA.Wecantransferthisvalueina
healthywaytothepagesforUKmarket.
Howwasthewinnercalculated?
DomainAuthority,Backlinks,Trust,Citationrankand
power*trustarerankedaccordingtothevalues.
Comparison of Backlink Profile Values for Germany Competitors
WebSite DomainAuthority
SEOVisibility(desktop)
SEOVisibility(mobile) Organic Kw Backlinks TrustRank Citation
RankPowerxTrust(LRT) Winner?
uber.com 83 2,790 2,842 2,825 3,095,134 77 56 48 1st
taxi-rechner.de 35 1,688 1,830 4,072 8,125 20 18 0 6th
gocurb.com 41 16 28 26 9,282 25 29 25 4th
mytaxi.com 54 82 95 610 147,281 24 37 6 3rd
taxi.de 41 1,310 936 4,387 27,204 26 33 2 4th
wunder.org 19 0 0 3 73 10 9 0 7th
Blablacar.de 47 21,800 22,825 12,707 538,856 27 37 6 2nd
blacklane.com 39 389 447 1,352 70,240 21 35 3 5th
AsintheUSAandtheUK,forbacklinkprofilevalues,we’reinthefirstplacecompared
tothecompetitors.Wecantransferthisvaluetothewordsthatwehaven’tgotany
positionstoincreaseourSEOvisibility.
Howwasthewinnercalculated?
DomainAuthority,Backlinks,Trust,Citationrankand
power*trustarerankedaccordingtothevalues.
Comparison of Backlink Profile Values for Other Competitors in Other Markets
Website DomainAuthority
∑SEOVISIBILITY
WORLD∑KEYWORDS Backlinks TrustRank CitationRank PowerxTrust
(LRT) Winner
Uber.com 83 39,577 49,319 3,095,134 77 56 48 1st
Easytaxi.com 59 2,532 767 666,357 20 37 6 2nd
gett.com 52 353 1,450 36,359 36 27 16 3rd
olacabs.com 48 3,789 2,819 97,598 26 35 3 4th
Need morecompetitor?Ineedmoretimetofinishallofthem:)
We’reinthe1st placeforbacklinkprofilevalueswhencomparedtotheother
competitorsinothermarkets.Theremaybeacompetitorwhichhashighervaluebut
notinthislist.Weneedtoanalyzemoredeeply.
Howwasthewinnercalculated?
DomainAuthority,Backlinks,Trust,Citationrankand
power*trustarerankedaccordingtothevalues.
Spam Link Analysis
Approximately 162,000linksweredownloadedfromMoz,Majesticand
Ahrefstools.
Sitewideanddeleted linkswereremovedand
remaininglinksweresenttobeanalyzed.
Linksuploadedtothesystemwereanalyzedin33differentcriteriasandriskresultswereevaluated
manually.
Howwastheanalysisconducted?
The Risk Categories of Links
Theriskpercentagesoflinksareseperated as2%highriskand86%mediumwhenriskcategoriesoflinksarereviewed.Reviewingmediumlinkscarefullyforthewebsitemakesustounderstandpossibleotherspamlinks.
The Sub Categories of Links
Subcategoriesofriskylinksseemtohave2.5%highriskylinks.Analyzingtheselinksmanuallywillpreventpossiblespamfilters.
Fractions of Risks Based on Text
Riskylinkshas53%brandkeywordsand6%imageswithoutalttexts.
Some Example of Risky Links
What Should We Do For Risky Links?
Weshouldcreatealistofhighriskylinksmanually. WeshouldinformGoogleaboutthis
createdlistviaDisavowtool.Weshouldconductthisanalysisregularly.
What Should We Do For High-Quality Backlinks?
• Weshouldcreate10Xcontentsaboutourbrandandindustry.Marketing,productandPRteamsshouldbetheteamstowork
with.
• Weshouldcreatelistedcontents.(10WonderfulPlacesYouShouldSeewithUber)
• Weshouldownthetransportationtermandproducevideosnotonlytextandimagecontents.
• Wecancreatewonderfulinfographicswithourexistingdata.Theywillbeworthtoshareandbementioned.
• Wecanmakeinterviewswithcustomerswhohaveinterestinglifestories.Thesecontentswillbesharedandprovideusbacklinks.
• Whatkindofchangesandtrendswillwebewaitedinourindustry?ie.www.Skyscanner2024.com
• Wecanmakeaboy’sorgirl’sdreamcometruetogotoanothercityinanycountry.Thiswillprovideusmoresocialsharingand
backlinks.
• WecancreatevideosofinternswhostartstheirexperiencesatUber.Thepageswillbeinterestingforwhomtowanttolearn
aboutUber culturemore.
• Wecanpick3luckyUber membersaroundtheworldandgivethemawards.Thepagethatwewouldcreatemaygetlinksfrom
allaroundtheworld.
• Wecanopenastoreandsellcups,tshirts etc.whichtouchpeople’slives.Theseproductswillprovideusbacklinks.
Let’s do more TOGETHER ;)
ilyas [email protected]
APPENDIX
Which tools were used for this report?
SearchmetricsSEMrushMozMajesticAhrefsDeepcrawlLinkresearchtoolScreamingFrog