The Continuous SEO Process. WebExpo 2016
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- Laura Kelley
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1 The Continuous SEO Process WebExpo 2016
2 SEO needs TLC SEO needs TLC
3 The nature of SEO SEO is continuous by nature. So why aren t we?
4 SEO Authority & Trust Content Content Content Technical Foundation
5 SEO
6 IMAGE OF Technical foundation FOUNDATION
7 Technical foundation Is your website still in good shape?
8 Technical foundation URL query parameters Canonicals Redirects Meta robots Broken links Server errors XML sitemaps Robots.txt HREF lang Rich Snippets Open Graph Twitter Cards Time-outs & load time
9 Technical foundation ContentKing
10 Technical foundation How can you improve crawling and indexation?
11 Technical foundation Crawl stats and errors Rich Snippets errors Mobile usability errors XML sitemap health
12 Technical foundation Google Search Console Crawl > Crawl Errors
13 Technical foundation Bing Webmaster Tools Reports & Data > Crawl Information
14 Technical foundation Google Search Console Crawl > Sitemaps
15 Technical foundation Google Search Console Search Traffic > Mobile Usability
16 Technical foundation Bing Webmaster Tools Reports & Data > Page Mobile Friendliness
17 Technical foundation What new developments can you benefit from?
18 Technical foundation AMP HTTPs Mobile-friendly Rich Snippets
19 Technical foundation New developments:
20 Content
21 Content Detect and manage content changes
22 Content Pages added? Are they fully optimized? Pages changed? Aligned with Content Strategy? Pages deleted? 301-redirects implemented or not needed?
23 Content Titles Open Graph Meta descriptions Twitter Cards Headings Rich Snippets Images Duplicate content Links
24 Technical foundation ContentKing
25 Content More traffic from existing content
26 Content Positions need to improve Include keywords in titles, headings and body Build internal links
27 Content Good position, but low CTR title and meta description Implement rich snippets
28 Content No changes, but decreasing organic traffic Increased competition? Algorithm updates? Low engagement? Content Decay?
29 Content More traffic through new content
30 Content Find keywords that you re not ranking (well) for
31 What are you ranking for? What keywords are you ranking for? Google Search Console Search Traffic > Search Analytics Focus on the ones that still have room to improve.
32 On site searches What do people search Google Analytics for on your website? Behaviour > Site Search > Search Terms
33 Content Keep track of what s going on in your niche
34 Content Keep track of your niche: RSS feeds Newsletters
35 Content Find successful content Buzzsumo in your niche. Content Research
36 Content Competitors Find keywords they re ranking for Find their best performing content Find content they have, but you don t
37 Competitors rankings What are your SEMrush competitors ranking for? Domain Analytics > Organic Research
38 Competitors rankings What are your Ahrefs competitors ranking for? Site Explorer > Organic Search
39 Content FInd out what works well for others. Social Bearing Competition? ;)
40 Competitors rankings What keywords are your Ahrefs competitors ranking for, but not Organic Search > Content Grap you?
41 Authority & Trust
42 Authority & Trust Detect and manage link changes
43 Authority & Trust New Changed Removed
44 Authority & Trust Links removed? Majestic Site Explorer > Lost / New Reach out!
45 Authority & Trust Disavow shady links
46 Authority & Trust
47 Authority & Trust existing links
48 Authority & Trust Target URL Anchor text (No)follow
49 Authority & Trust Fix broken links
50 Authority & Trust Google Search Console Identify your links. Search Traffic > Links to Your Site
51 Authority & Trust Majestic Site Explorer > Backlinks
52 Authority & Trust Ahrefs Backlink profile > Backlinks > Broken
53 Authority & Trust Create a strategy for link earning
54 Authority & Trust Partnerships Guest blogging Co-authoring articles Participate in communities Create free tools PR Social Sponsorships Content roundup Broken link building Ask for reviews Directories Comment on articles Video sites Presentation sites Ask for link when quoted
55 Authority & Trust Find out what links your competitors have
56 Authority & Trust Resources
57 The Continuous SEO Process
58 Process overview Technical foundation Weekly Weekly Monthly Content Daily Daily Daily Authority & Trust Daily Daily Daily
59 Extended version Download the extended version of this talk here:
60
61 Try at
62 Thank you!
63 We re hiring! Visual Designer Product Owner Content Marketer PHP Developer JS Developer
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