Post on 21-Jun-2020
/burcusen
/burcusen
Burcu Şen
İstanbul, Turkey
SEO and Content Marketing Director
I fix problems, that people don’t know they have;
usually in a way they don’t understand.
/burcusen
AGENDA
WHAT IS SEO?
Cliches vs. Realities1
WHY DO YOU NEED IT?
Or, do you really need it?2
HOW TO MANAGE IT?
Are you aware of your trues and faults?3
/burcusen
WHAT IS SEO?
/burcusen
According to Oxford Dictionary…
/burcusen
SEO, is the accelerator of your connection with your customerwho already searches for you.
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
Kindly
Reminder:
/burcusen
Organic search is most often
the primary source of website traffic.
Zero Click Searches are growing
and you need to be at Rich Answers.
vs.Cliche Reality
/burcusen
Organic search is most often
the primary source of website traffic.
Zero Click Searches are growing
and you need to be at Rich Answers.
vs.Cliche Reality
SEO builds trust & credibility on
Google’s side.
xpertiseE. T.A.
uthority
rustworthiness
Information and content
builds trust & credibility on users’ side.
/burcusen
Organic search is most often
the primary source of website traffic
Zero Click Searches are growing
and you need to be at Rich Answers.
vs.Cliche Reality
SEO builds trust & credibility on
Google’s side
Information and content
builds trust & credibility on users’ side.
Google requires SEO for better
rankings.Users do not prefer non-SEO friendly
websites.
/burcusen
Since mobile usage percentage
increases day by day, lets do
mobile-first!
No, mobile does not steal from
desktop, it steals our more time.
Don’t ignore desktop.
vs.Cliche Reality
Voice answers will kill SERP traffic. Worrying about voice search is too early,
other tactics will still bring better ROI.
SEO is cheaper. Yes, SEO is cheaper.
/burcusen
WHY DO YOU NEED IT?
/burcusen
/burcusen
…and searches done by users decrease too.
/burcusen
So Google replaced SERP with their own properties
/burcusen
/burcusen
/burcusen
Google’s 2019 ABCs (by Rand Fishkin ):
Answering queries in SERPs & Sending Out Less Traffic
Biasing Visibility & Clicks to Paid Results
Competing Directly with Publishers
(and ranking their own properties ahead of anyone else’s)
/burcusen
/burcusen
Do you
really
need an
SEO?...
/burcusen
…and you need Paid as well.
/burcusen
HOW TO MANAGE IT?
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
1) Check Your Robots.txt File
First, be sure that you have a robots.txt file and
you do not disallow your important pages!
Next, submit your Sitemap.xml link in robots.txt
file.
/burcusen
If you prefer some of your pages not to be indexed
use robots meta directives instead.
/burcusen
Don’t forget
Some nefarious robots and
penetration test robots
specifically look for robots.txt
files for the very purpose of
visiting the disallowed site
sections.
Keep your data secure with
password-protecting private files on your server.
.
.
.
/burcusen
2) Identify Your Orphaned Pages
Sitemap
✓
Index
Index
✓
Sitemap
Orphaned Page No Dynamic Sitemap
/burcusen
You can add max
50K URLs per
1 Sitemap
Where is the 529K
URLs then?
/burcusen
3) Optimize Your Sitemap
URL
Last mod
Must Have
Change Frequency
Priority
Href Lang
Nice To Have
/burcusen
Don’t forget
You don’t need to add all
your pages to index.
In sitemap.xml submit only the
URLs that are very important
for you!
For websites that has huge
amount of pages, use
SITEMAP INDEX.
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
1) Understand User Needs
What Type of
Content Does Your
Customer Request
From You?
Text? Image? Video? App?
Although your content has been
optimized perfectly, if they do not suit your
customer’s expectation, it will not
succeed.
/burcusen
2) Short Tail vs. Long Tail Keywords
~40% of all searches get <100
searches per month. The long tail is still reasonable.
/burcusen
How to identify?
Google recommendations:
/burcusen
How to identify?
AnswerThePublic.Com
/burcusen
How to identify?
Ahrefs
/burcusen
How to identify?
Searchmetrics
/burcusen
3)Don’t Miss ZMOT!
Do you add value
to your customers’
research period?
Meet your customer at discovery
phase!
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
E.A.T.
Google Search Quality Evaluator Guidelines - 05.09.2019
Section 3.2
/burcusen
Expertise relies on content.Show your expertise via Blogs.
/burcusen
Gain Authority w/ qualified backlinks.Try to get them from authoritative websites.
Try to be listed in
this URLs
If you can not be
ranked at top,
Being mentioned or
having SM posts shared
by people
Having brand pages at
Wikipedia
/burcusen
Trustworthiness means positive brand perception.Monitor and moderate the comments made for you on these platforms.
HTTPS PROTOCOL PRIVACY POLICY
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
A user oriented design, as well as focusing on
user intent, brings more happiness to your
customer.
And happy customers evolve to loyal
customers at some point.
For more detail I STRONGLY ADVISE you to visitBerkay’s & Den’s Session
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
Any business with a physical location
or that serves customers in a certain area
needs LOCAL SEO.
So first thing to do is following the instructionsin «Annual Local Search Ranking Factors»
/burcusen
Focus on the increases at ranking factors weight
/burcusen
Local searches are mostly done on mobile!
So be aware of how you are listed in SERPs in a specific location
Use: mobilemoxie.com/tools/mobile-serp-test
See how you rank in multiple locations in a specific geographic grid
Use: localfalcon.com
/burcusen
Remember:
VISIBILITY MORE TRAFFIC TRUST & CREDIBILITY
BETTER UX LOCAL ENGAGEMENT BUYING CYCLE
/burcusen
/burcusen
BONUS
/burcusen
10
Search EnginesOf Today
/burcusen
1
2
3
4
5
6
7
Make sure that you are visible to the usersthat search for you or your industry.
Be prepared to Long-Tail Search Queries
Show your expertise and authority as well as trustworthiness with quality.
Focus on customer experience. Don’t forget it is now«user first age».
Improve your local visbility for your targetlocations.
Create the loyalty at your students and alumni.
Test your performance again and again. SEO is not a do and forget study, you always have to keep yourself updated!
/burcusen
People don't buy what you do. They buy why you do it.Simon Sinek