Post on 15-Jul-2020
AstroLabs Digital AcademySEO & Content Marketing Workshop
3. Content Marketing: Arabic-first
What is optimized content for SEO?
• Content is the 1st point of contact between the users and your website
• To be optimized for both users & robots, your content must be – Unique - Not duplicated (Google
Panda)– Relevant – Useful information for
users & targeting specific queries– Readable – Easily readable for
users & technically accessible by robots
Unique Relevant
Readable
How to identify relevant keywords for your content?
Step 01 Step 02 Step 03 Step 04 Step 05 Step 06
Identify Your Keyword Universe
Expand The Keyword List
Categorize Your Keywords
Prioritize Your List With
Competition Level
Identify Preferred
Landing Pages
Refine Your Keyword List
Over Time
1. Identify your keyword universe • Identify a comprehensive list of words which are relevant to your business
and which indicate that the searcher may be interested in your content.
2. Expand the keyword list• Use Google Keyword Ad Planner to expand your keyword list and
understand relative search volumes of all your keywords.
3. Categorize your priority keywords• Categorize the keywords into segments specific to business goals. This
allows more granular reporting and understanding of performance.
How to identify relevant keywords for your content?
4. Prioritize your list with competition level• Choose the most important keywords that you will be targeting with your
content strategy. Identify the competition level for each keyword with Moz Keyword difficulty.
5. Identify preferred landing pages• Mapping the priority keywords to specific pages that they are most
relevant to. These pages will be the primary target of your optimization activities for your priority keywords.
6. Refine your keyword list over time• Review these data sets monthly to identify any new opportunities that
should be integrated into your SEO campaign
How to identify relevant keywords for your content?
• Provide tailored content: Write in target language and directly offer the information that is sought
• Provide useful content: Create interesting content and suited to target needs
• Provide usable content: Improve internet users’ experiences by making your content shareable (on social media, ...)
How to SEO optimize your content?
Offer Quality Content
• Organize the content of your page : Title, subtitle, categories…
• Shorten your content : Text on the web should be 50% shorter than on paper
• Choose one topic per page
• Choose one language per page
How to SEO optimize your content?
Structure Your Content
• Optimize title page : Unique title per page (max. 55 characters)
• Optimize meta description : Give additional information (max. 155 characters)
• Optimize heading & Images : Optimize H1 tags & use alt-tags for images
• Publish more content : Write at least 300 words per page
• Use font styles, synonyms and plurals : Highlight important keywords (strong, etc….)
How to SEO optimize your content?
Optimize Hot Areas
Case Study
SEO Project Since 2013
Content Case Study: Airline Industry – UK Visibility
Page Publishing
Content Case Study: Airline Industry – AU Visibility
Page Publishing
Arabic is the 4th Used Language Online
Importance of Targeting the Right Language
88% of online shoppers
prefer to buy products using their native
language
Importance of Targeting the Right Language
Less Than
1.0% Arabic Content
Online
Online Arabic Audience Demographic
Internet Users
60,000 34,800,00
What You Can Do
Build Your Arabic Presence
Validate Your Arabic Content
Be Careful When You Translate from English to Arabic
What You Can Do
Optimize Your Arabic Content
Hamza
2,400Average
Monthly Search Volume
أبوظبي9,900
Average Monthly Search
Volume
ابوظبي
Synonyms
موبایل جوال محمولAverage
Monthly Search volume
22,200 22,200 880Moz
Competition Low Medium High
This Will Impact The Size of The Audience You Reach
Choose variation with high search volume and lower competition.
Don’t Rely On Auto Translation
… and the result was ZERO search volume
We used Google Translator…
Coordination & Words
أطفال و أمھات أطفال وأمھات
Coordination & Words
أطفال و أمھات أطفال وأمھات8,100Average Monthly Search Volume
0Average Monthly Search Volume
Coordination & Words
أطفال و أمھات أطفال وأمھات8,100Average Monthly Search Volume
0Average Monthly Search Volume
We don’t usually put a space between the coordination and the word, so search engines consider this as a new word.
SPACE
Arabic Optimisation
375%Expansion
of potential audience
• Organize the content of your page: Title, subtitle, categories…
• Shorten your content: Text on the web should be 50% shorter than on paper
• Choose one topic per page
• Choose one language per page
How to SEO optimise your content?
Structure Your Content
• Optimize title page: Unique title per page (max. 55 characters)
• Optimize meta description: Give additional information (max. 155 characters)
• Optimize heading & Images: Optimize H1 tags & use alt-tags for images
• Publish more content: Write at least 300 words per page
• Use font styles, synonyms and plurals: Highlight important keywords (strong, etc….)
How to SEO optimise your content?
Optimise Hot Areas
Arabic URLs
http://www.al-futtaimauto.com/سیارات-مستعملة/تویوتا-یارسBuild Arabic URLs
Arabic URLs
http://www.al-futtaimauto.com/سیارات-مستعملة/تویوتا-یارسBuild Arabic URLs
50%Increase in Arabic Visibility
How to Start
Start Building Your Arabic
Content
Follow Best Practices and Optimise Your Arabic Content
Don’t Rely on Your English Content Only
1 2 3 4
There is Always Room to be More
Creative
I Don’t Have an Arabic Website
I Have Arabic an Website
I Have an Optimised Arabic
Website
I Follow an Arabic First Approach
Exercise: Content SEO
Time to practice Content SEO
• Identify Top 3 Keywords with Google Adplanner
• Evaluate the competition for those keywords
• Create Title Tags & Meta description
• Create SEO friendly URL
Link to the tool : https://www.portent.com/serp-preview-tool
4. Link Building
Link Building
What is link building ?
Link profile Anchor texts Authority
Accessibility SitemapsURL
StructureSite
Architecture
Unique Content
On Page Elements
Keyword Research
Social*
Link Building
Content
Technical
Which are the outdated link building techniques since Penguin update?
• Article Submissions & Directory submissions
• Submission of Press Releases to PR directories or news sites
• Reciprocal linking, link exchanges or link wheels
• Submission of content to blog networks
• Creation of paid site-wide link
• Submission to social bookmarking or sharing sites
• Creation of reviews or submission of topics/comments on blogs or forums
So, what is a good backlink?
A good link is one that adds value to a user !
Step 01 Step 02 Step 03 Step 04 Step 05 Step 06
Audit Your Link Profile
Verify That There Is No Link Toxicity
Compare With Main
Competitors’ Profiles
Identify Natural Link
Opportunities For Your Market
& Industry
Create Useful Content For
Your Link Reclamation
Outreach To Relevant
Contact For Link
Integration
How to identify relevant backlink for your website?
How to identify relevant backlink for your website?1. Audit your link profile• Audit your existing backlinks pointing to your domain and see how relevant they are for your
market & industry. • This step will allow you to see if there is any room of improvement for those existing links (e.g.
Point the link to the content instead of the footer; fill the anchor text if it is empty) - DON’T MANIPULATE THESE LINKS
2. Verify that there is no link toxicity • Use Link Research Tool – Link detox tool to check if your domain isn’t suffering from bad
backlinks pointing to the website. • If toxicity is on the domain, a clean-up is required by demoting those BL (through Google Search
Console)3. Compare with main competitors’ profiles• This step will help you to identify your potential for improving your backlink profile.
How to identify relevant backlink for your website?4. Identify natural link opportunities for your market & industry• Comparing your domain with your main competitors will help you identify good “easy”
opportunity for your website tailored for your market & industry.
5. Create useful content for your link reclamation• Requesting a backlink from a third part website isn’t easy, that’s why your content shouldn't be
promotional. You have to create relevant content that will be useful for USERS first.
6. Outreach to relevant contacts for link integration• Outreach is the most important step to get your link correctly integrated. Instead of only
requesting a link, create a relationship with the person in charge of the website. • Social media, especially Twitter, is a good way to create this relationship. • Lastly, your email outreach must be personalized.
Examples of Content Marketing Opportunities
Source : BRAND3D, Brighton SEO Sept-15
Opportunities
Surveys
Newsjacking
Infographics / Interactive Graphics
Data
Expert Commentary /
Insights
Client PR / Marketing
ActivityGift Guides
RS Opps
Competitions
Events
FOI
Case Study
SEO Project Since 2014
Link building Case Study: Tourism Industry
The Challenges• Lack of visibility for Arabic
terms
• No content assets for Arabic website
The Solutions• Content optimisation of
Arabic pages
• Localisation of English content assets
• Creation of relevant Arabic pages
Link building Case Study: Tourism Industry
Link building Case Study: Tourism Industry
The ResultsYoY for Dec-14 to Dec-15
+18% Increase in
Organic Traffic year-on-year
+96%Increase in
Impression Visibility Google Result Page
year-on-year
4. Performance Measurement
How to Measure Your SEO Performance?
Reach
Engage
Convert
How to Measure Your Reach?
• SERP Impressions: Number of times an organic listing for the site appeared within a SERP
• Pages Indexed: Number of pages that receive at least one organic visit each month
• Organic Visits: Volume of visits referred to the site organically via all search engines
• Keywords Rankings: Number of keywords ranking within top 10 results in Google
Reach
Engage
Convert
How to Measure Your Engagement?
• Pages per Visit: Average number of pages viewed on the site during a single organic visit
• SERP CTR: Percent of SERP impressions resulting from a click on an organic result
• Average Time on Site: Average visit duration per each organic visit
Reach
Engage
Convert
How to Measure Your Conversion?
• Form Filling: Number of Internet users filling out a form online (e.g. newsletter signup form, etc…)
• Revenue: Average sales value per each organic visit
• Cost Per Acquisition: Average sales value from organic vs. SEO retainer
Reach
Engage
Convert
Reporting Tool Review: Google Analytics
• Google Analytics is a free service offered by Google that helps you monitor and maintain your site's traffic.
• Top reports from this tool :– Organic traffic & contribution – On site engagement (time & pages)– Bounce rate on organic– Conversion on organic
Link to the tool : https://www.google.com/analytics/web
Technical Tool Review: Google Search Console
• Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results.
• Top reports from this tool : – Search Analytics (Country, Device,
Queries)– Crawl issues & Indexing report– International Targeting– Mobile usability– Monitor Structure data & Sitelinks
Link to the tool : https://www.google.com/webmasters/tools/home
Ranking Factors (200 factors plus)
URL (keywords in url) Domain age Page speed Mobile friendliness KeywordsMeta descriptionsHeadings (H1, H2, H3)
Content RecencyImage optimization - alt textInternal linksSocial media linksExternal links (Link building)Google my businessError 404 page
Reporting Tool Review: Advanced Web Ranking
• AWR is an online platform for keywords rank tracking.
• Top reports from this tool: – Keywords ranking– Websites visibility (competitors)– Search engine comparision– Visibility score (similar to Search
Metrics)– New features : Crawling, Social Media
& PPC comparision (beta)
Link to the tool : https://www.awrcloud.com
Thank You