SEO: Core Understanding, Solid Strategy & Advanced Tactics
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Transcript of SEO: Core Understanding, Solid Strategy & Advanced Tactics
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SEOCore Understanding, Solid Strategy & Advanced Tactics
Islam AmeenProduct Manager, WUZZUF
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Research & Discovery
Content Technical Backlinking & Social
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Research & Discovery
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Research & Discovery
What’s the problem?
How people search for solutions?
Competition
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Research & Discovery
Tools:
Google Trends
Google Keyword Planner
Übersuggest - Suggests modifiers (i.e. alternative keywords)
Moz SEO Toolbar
SpyFu, SimilarWeb, MozPro - Competitive Analysis
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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
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Content
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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."
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Hummingbird2013
RankBrain2015
Good Read: FAQ: All about the Google RankBrain algorithm
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Ref.: Tactical Keyword Research in a RankBrain World - Moz.com
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Technical
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TechnicalURL, Page title, Headers
Internal Linking
Pagespeed
Mobile Friendly
Metas & Canonical
Structured Data
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URLs, Page Titles, Headers and Metas
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Internal Linking
Internal Distribution of Links => Internal Votes => Important Pages
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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
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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
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Internal Linking
Prioritization
Frequency of linking & Link Position => Votes => This is an important page
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Internal Linking
Prioritization:
Homepage - Above the fold
Homepage - Rest of page
Every page - Main Navbar
Some pages - Sidebar links
Footer links
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Internal Linking
Depth
Make important links => Max 2 clicks away from homepage
All pages => Max 5 clicks
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Being Mobile Friendly
High Ranking Factor on Mobile
Check on Google Mobile-Friendly Test
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Page Speed
Measure on Google PageSpeed tool
You should get above 85%
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Structured Data
Ref.: Google Rich Results
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Structured Data
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Structured Data
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Structured Data
Schema.org
Google Structured Data Testing Tool
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Duplicate Content
Common Technical Mistakes
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Common Technical Mistakes
Duplicate Content
Problem
How does Google react?
Solution
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Common Technical Mistakes
URL Parameters
0
3 Different pages for Google
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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
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URL Parameters - Fix2. Configure Parameters in Webmaster-Tools
Common Technical Mistakes
Learn more: Configuring URL Parameters in Webmaster Tools
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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
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Backlinking & Social Sharing
Ref.: The advice that backlinks don’t matter for SEO is BS
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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
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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 ↑
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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