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Vezeeta.com - SEO 101 – Covering the basics and Scaling your Numbers

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Created by: Rana Wael - Search Lead @ Vezeeta.com

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Vezeeta.com - SEO 101 – Covering the basics and Scaling your Numbers

  1. 1. SEO – COVERING THE BASICS AND SCALING YOUR NUMBERS
  2. 2. SEO Workshop Dec-18 IOS Engineer UI/UX Designer Frontend Engineer Backend Engineer C#/Java/Go We’re always Hiring jobs@vezeeta.com Quality Control Engineer Graphic Designer SEO Gurus Digital Marketing Executive Product Specialist
  3. 3. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  4. 4. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  5. 5. SEO Workshop Dec-18 Evolution of user behavior How to optimize for your users?
  6. 6. SEO Workshop Dec-18 Users search intents How to optimize for your users? Informational Queries I need information like a name of a brand of the best restaurant around. Transactional Queries I want to do something, like to buy a plane ticket or listen to a song Navigation Queries I want to go to a place using the map.
  7. 7. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  8. 8. SEO Workshop Dec-18 Content is King “In-depth content tends to rank best in Google”
  9. 9. SEO Workshop Dec-18 On-Page optimization Components The main metrics you need to focus on
  10. 10. SEO Workshop Dec-18 On-Page optimization Components The main metrics you need to focus on
  11. 11. SEO Workshop Dec-18 H Heading Structure Starting from H1 all the way down to H6 ideal practice <h1> Main Heading </h1> <h2> Sub Heading </h2> <h3> Sub Sub Heading </h3> <h2> Sub Heading </h2> <h3> Sub Sub Heading </h3> <h3> Sub Sub Heading </h3> <h4> Heading 4 </h4> <h4> Heading 4 </h4> <h4> Heading 4 </h4>
  12. 12. SEO Workshop Dec-18 H Heading Structure Starting from H1 all the way down to H6 ideal practice “Google uses your H1 tag as a secondary relevancy signal" John Mueller
  13. 13. SEO Workshop Dec-18 Anchor text What is it and How to optimize it?
  14. 14. SEO Workshop Dec-18 Anchor text What is it and How to optimize it? Anchor text Exact Match Partial Match Branded Naked Link Generic word Images Alt text
  15. 15. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  16. 16. SEO Workshop Dec-18 Meta Data It’s not only about Title and Description Meta Title Meta Description Facebook Open Graph Twitter Cards Meta Name Robots Meta App verification code Responsive Web Design Viewport
  17. 17. SEO Workshop Dec-18 Meta Data The power of each meta tag you can use
  18. 18. SEO Workshop Dec-18 Meta Data The power of each meta tag you can use
  19. 19. SEO Workshop Dec-18 Meta Title and Description The key to get a higher CTR Meta Title • Google typically displays the first 50–60 characters of a title tag. • Avoid Keyword stuffing in the title • Each page need to have a unique title • Targeted Keyword needs to come first • Teasing methodology (Numbers, Answers, ..)
  20. 20. SEO Workshop Dec-18 Meta Title and Description The key to get a higher CTR
  21. 21. SEO Workshop Dec-18 Meta Title and Description The key to get a higher CTR Optimize your Meta Titles using your AdWords Data
  22. 22. SEO Workshop Dec-18 Meta Title and Description How to optimize? PPC SEO Identify high performance paid search keywords Optimize on- page elements & content to include the top performing keywords
  23. 23. SEO Workshop Dec-18 Meta Title and Description How to optimize? Google Keyword Planner & AdWords provide the most actionable search volume and conversion data
  24. 24. SEO Workshop Dec-18 Meta Title and Description How to optimize? Google’s Search Query Report shows the keywords users where typing when your ad showed up
  25. 25. SEO Workshop Dec-18 Meta Title and Description Those Not Provided keywords! Keywords that are not provided are often the same one that generates the most traffic.
  26. 26. SEO Workshop Dec-18 Using Keyword planner and SQRs How to cover the gaps? Organize SQR by the highest clicks then impressions, Isolate the top 30-40 queries Go to Search Console and download all available keywords Cross reference both lists and find overlaps for keywords that are not used in your website Include these keywords in your on-page content and titles
  27. 27. SEO Workshop Dec-18 Meta Title and Description the key to get a higher CTR • Google typically displays the first 130 – 160 characters of a Meta Description. • Don’t duplicate meta descriptions • Teat it as an advert to your Webpage • Write a unique, eligible and readable copy • Include your targeted keyword in the description
  28. 28. SEO Workshop Dec-18 Meta Title and Description the key to get a higher CTR Optimize your Meta Description using your AdWords Data.
  29. 29. SEO Workshop Dec-18 Meta Title and Description How to optimize? PPC SEO Test Multiple ad copied with up- to-date paid search performance data Use top performers as meta Descriptions to improve your CTR
  30. 30. SEO Workshop Dec-18 Steps for this strategy in action How to cover the gaps? • Generate Keywords performance report for AdWords for the past 12 months • Extract Keywords from Search Console for the same period • Organize these keywords by clicks and then impressions to isolate the top performers • Try and organize these keywords by theme (Clusters Model) • Identify all Meta Titles and Meta Descriptions where these keywords are missing • Add the keywords in your on-page elements in a meaningful way.
  31. 31. SEO Workshop Dec-18 Steps for this strategy in action You won’t only rank high, You’ll dominate the query
  32. 32. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  33. 33. SEO Workshop Dec-18 Images Optimization Tips and tricks to optimize your images
  34. 34. SEO Workshop Dec-18 Images Optimization Tips and tricks to optimize your images
  35. 35. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  36. 36. SEO Workshop Dec-18 Keyword Density Definition and ways to improve it
  37. 37. SEO Workshop Dec-18 Keyword Density Definition and ways to improve it
  38. 38. SEO Workshop Dec-18 Keyword Density What is the right ratio for my website? “There are no clearly defined “Rules” when it comes to SEO. You won’t find any guidelines from Google that tell you exactly how many keywords a piece of content should contain, nor are there any specific figures or statistic you can rely upon that govern how densely keywords should or should not appear on your site. However, there’re some considerations that can help you ensure your content is optimized that can increase the visibility of your content and improve the overall experience of your audience”
  39. 39. SEO Workshop Dec-18 Keyword Density Content over view should look like this
  40. 40. SEO Workshop Dec-18 Keyword Density What do you really need to avoid? keyword Stuffing keywords that are too broad Over Optimizing your Keywords
  41. 41. SEO Workshop Dec-18 Keyword Density What do you need to start doing? Think Visitors not only search engines Focus on TF-IDF Work on LSI Keywords Density Start using Keyword Clusters Context and Semantics matters
  42. 42. SEO Workshop Dec-18 LSI Keywords Density Latent Semantic indexing keywords What is LSI Keyword? “LSI Keyword is keyword that is semantically linked to a main keyword, LSI keywords are generally find related to a main keyword. In SEO context, they are keywords that we should be using in our content to help search engines understand it better”
  43. 43. SEO Workshop Dec-18 Cluster Model Pillar content is divided into clusters
  44. 44. SEO Workshop Dec-18 Keywords Clusters It’s more variations of the root keywords
  45. 45. SEO Workshop Dec-18 What is TF-IDF? Definition and ways to start using it
  46. 46. SEO Workshop Dec-18 What is TF-IDF? Definition and ways to start using it “A fancy way of saying: “How often does a certain word appear in a document?”. The more often that word appears on a page, the more likely it is that the page is about that word.”
  47. 47. SEO Workshop Dec-18 When to use TF-IDF Analysis? Metrics to determine if you really need to go through it all High Potential Content Stuck on the 2nd Page Content Slowly Losing Traffic Over the Past Year Product Pages Struggling to Rank
  48. 48. SEO Workshop Dec-18 TF-IDF Analysis Steps for the complete analysis How to Complete TF-IDF Analysis? • Pick the top ranking competitors for your target keyword. • Analyze the content of each one • Build a complete list of words they use • Calculate their TF-IDF for each term's usage. • Calculate your TF-IDF for the usage of the same terms on your page • Build a table of these keywords
  49. 49. SEO Workshop Dec-18 TF-IDF Analysis Tools Tool that will help you with the analysis
  50. 50. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  51. 51. SEO Workshop Dec-18Perfecting Your Pitch Coverage Not linking to every page somewhere in your website. (Footer, Sitemap) Prioritization Not correctly linking enough to your high SEO value pages. Depth The SEO pages you want to rank in Google take too many clicks to get to from the homepage. Internal Linking - Problems
  52. 52. SEO Workshop Dec-18 Internal linking Relevant pages linking to each other – Helping Google’s Crawler to find them faster
  53. 53. SEO Workshop Dec-18 Internal linking Relevant pages linking to each other – Helping Google’s Crawler to find them faster
  54. 54. SEO Workshop Dec-18 Internal linking Relevant pages linking to each other – Helping Google’s Crawler to find them faster
  55. 55. SEO Workshop Dec-18 Internal linking Relevant pages linking to each other – Helping Google’s Crawler to find them faster
  56. 56. SEO Workshop Dec-18 The deeper pages are in our website, the less valuable they are to Google. Internal Linking - Problems
  57. 57. SEO Workshop Dec-18
  58. 58. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  59. 59. SEO Workshop Dec-18 Robots.txt file How to build it to enhance your indexation ratio
  60. 60. SEO Workshop Dec-18 Robots.txt file How to build it to enhance your indexation ratio
  61. 61. SEO Workshop Dec-18 Sitemap How does Google crawl your website?
  62. 62. SEO Workshop Dec-18 Sitemap How does Google crawl your website?
  63. 63. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  64. 64. SEO Workshop Dec-18 Canonical link Strategy behind it for indexation
  65. 65. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  66. 66. SEO Workshop Dec-18 Index Follow Tags What if you don’t use them at all?
  67. 67. SEO Workshop Dec-18 Index Follow Tags What if you don’t use them at all?
  68. 68. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  69. 69. SEO Workshop Dec-18 URL Structure
  70. 70. SEO Workshop Dec-18 URL Structure Characters length
  71. 71. SEO Workshop Dec-18 URL Structure Keywords
  72. 72. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  73. 73. SEO Workshop Dec-18 URL Parameters Google treats every URL parameter as a separate and unique URL Which means that these are 3 Different pages in Google’s eye: • http://www.vezeeta.com/ar/ ‫د‬‫ﻛ‬‫ﺗ‬‫و‬‫ر‬/‫ﻛ‬‫ل‬-‫ا‬‫ﻟ‬‫ﺗ‬‫ﺧ‬‫ﺻ‬‫ﺻ‬‫ﺎ‬‫ت‬/‫ا‬‫ﻟ‬‫ﻘ‬‫ﺎ‬‫ھ‬‫ر‬‫ة‬ • http://www.vezeeta.com/ar/ ‫د‬‫ﻛ‬‫ﺗ‬‫و‬‫ر‬/‫ﻛ‬‫ل‬-‫ا‬‫ﻟ‬‫ﺗ‬‫ﺧ‬‫ﺻ‬‫ﺻ‬‫ﺎ‬‫ت‬/‫ا‬‫ﻟ‬‫ﻘ‬‫ﺎ‬‫ھ‬‫ر‬‫ة‬ /page=1 • http://www.vezeeta.com/ar/ ‫د‬‫ﻛ‬‫ﺗ‬‫و‬‫ر‬/‫ﻛ‬‫ل‬-‫ا‬‫ﻟ‬‫ﺗ‬‫ﺧ‬‫ﺻ‬‫ﺻ‬‫ﺎ‬‫ت‬/‫ا‬‫ﻟ‬‫ﻘ‬‫ﺎ‬‫ھ‬‫ر‬‫ة‬ /page=2 • http://www.vezeeta.com/ar/ ‫د‬‫ﻛ‬‫ﺗ‬‫و‬‫ر‬ /Neurology/El-Mohandessin • http://www.vezeeta.com/ar/ ‫د‬‫ﻛ‬‫ﺗ‬‫و‬‫ر‬/‫ﻣ‬‫ﺦ‬-‫و‬-‫ا‬‫ﻋ‬‫ﺻ‬‫ﺎ‬‫ب‬/‫ا‬‫ﻟ‬‫ﻣ‬‫ﮭ‬‫ﻧ‬‫د‬‫ﺳ‬‫ﯾ‬‫ن‬/
  74. 74. SEO Workshop Dec-18 URL Parameters - Problems Duplicate content Google is confused about which page to show Crawl inefficient Google only crawls a certain % of pages on your website a day URL clutter URLs may look messier which can lower CTR 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}" />
  75. 75. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  76. 76. SEO Workshop Dec-18 Structured Snippets Snippet Bait
  77. 77. SEO Workshop Dec-18 Structured Snippets
  78. 78. SEO Workshop Dec-18 Structured Snippets List Snippet
  79. 79. SEO Workshop Dec-18 Structured Snippets Table Snippet
  80. 80. SEO Workshop Dec-18 Structure Snippets You should be unique! Carousel Video
  81. 81. SEO Workshop Dec-18 Structure Snippets You should be unique! Breadcrumbs Social Profile
  82. 82. SEO Workshop Dec-18 Structure Snippets You should be unique! Site links Search Box Corporate Contact
  83. 83. SEO Workshop Dec-18 Structure Snippets You should be unique! Aggregate rating & Reviews Jobs
  84. 84. SEO Workshop Dec-18 Structure Snippets You should be unique! Recipe Local Business
  85. 85. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  86. 86. SEO Workshop Dec-18 Backlinks Strategy Will it help my average position?
  87. 87. SEO Workshop Dec-18 Backlinks Strategy The number of referring domains is one of the most important ranking factors in Google’s algorithm
  88. 88. SEO Workshop Dec-18 Backlinks Strategy Sources and types
  89. 89. SEO Workshop Dec-18 Today’s Agenda How to optimize your on-page content?2. On Page Optimization componentsa. Meta Tagsb. Images Optimizationc. Content & Keyword Densityd. How to get a higher Indexation ratio?3. Internal Linkinga. Robots.txt and Sitemap Structureb. Canonical tagsc. Index Follow tagsd. How to Standout in SERP? Using Structured Snippets4. How to Secure/Maintain your Ranking?5. Backlinks strategya. URL Structuree. URL Parametersf. Speed and Dwelling Timeb. User Centered SEO1.
  90. 90. SEO Workshop Dec-18 Users search intents How to optimize for your users? Mobile first Indexing
  91. 91. SEO Workshop Dec-18 Mobile-first indexing approach How to optimize for your users?
  92. 92. SEO Workshop Dec-18 Mobile-first indexing approach How to optimize for your users? Do you have a mobile “M.” version of your site? Google recommends switching over to responsive design.
  93. 93. SEO Workshop Dec-18 Site speed still matters! Enhance your site speed
  94. 94. SEO Workshop Dec-18 Site speed still matters! Enhance your site speed
  95. 95. SEO Workshop Dec-18 Site speed still matters! Enhance your site speed
  96. 96. SEO Workshop Dec-18 Mobile-first indexing approach How to optimize for your users?
  97. 97. SEO Workshop Dec-18 Dwelling Time?!
  98. 98. SEO Workshop Dec-18 Dwelling Time The more time people spend on your website the better the content signals to google

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