Uber SEO Analysis & Opportunities by Ilyas Teker

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?




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?



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.


TheanalysisofestimatedmonthlyorganictrafficwiththesekeywordsinGoogleifrankedamongfirst3positions.


Germany Organic Traffic Potential (2800 Total Keywords Pool)


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


Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominthemarketofGermany.


Basedonthisanalysis,wecanprovideestimatedextra5.2Korganictrafficintargetkeywordsamongfirst3positionswithourSEOstrategies.


Germany Organic Traffic Potential (2800 Total Keywords Pool)


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


Thekeywordsincludingbrandnameson2ndpageandafterweredetectedforUber.cominthemarketofGermany.



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)


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)


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



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(mobile) Organic Kw Backlinks TrustRank Citation


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.




Comparison of Backlink Profile Values for Germany Competitors

WebSite DomainAuthority


SEOVisibility(mobile) Organic Kw Backlinks TrustRank Citation


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.




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.




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

Uber SEO Analysis & Opportunities by Ilyas Teker

Marketing

Transcript of Uber SEO Analysis & Opportunities by Ilyas Teker