how to build your seo roadmap?
TRANSCRIPT
#seocamp
How to build your SEO Roadmap?By Francois Goube, CEO @Oncrawl
#seocamp
+15 years SEO experienceSerial entrepreneurBusiness AngelMajestic.com French AmbassadeurBoard Member SEOcamp
@FrancoisGoube
@OnCrawl – #DIgitalOlympus
Menu
1. Thoughts about SEO Projects management2. Tools, metrics and how to use them3. Analyse, Execute, Monitor
@OnCrawl – #DIgitalOlympus
Project management is not a 4-letter word
C’est un moyen de…
Be 1st on
“Viagra”
Rationalgoals
AND MAKE IT
Different approaches+ Different goals
= a very BIG Problem
Your customer’s goal
SEOs holy GRAAL
Developpers constraints
GOOGLE’s AMBITIONS
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Your SEO SuccessDepends on you skills and expertise…
… but also on your organization and your communication
You must have the “right tools” and accurate data
@OnCrawl – #DIgitalOlympus
Organization & Communication My preffered stack for project management
Trello Slack Spreadsheets
SEO Workshops With all stakeholders: clients, tech, SEOs
Which metrics to rely on to build the perfect SEO Roadmap?
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3 types of SEO actionsNetlinkingTechnical SEO
Content
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Netlinking & Rank-monitoring Favorite tools
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Netlinking & Rank-monitoring Who ranks high on most of my keywords? What is their “link profile”?
Total BL Total Refdomains Trust flow Anchor texts
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Technical SEO & Content1. Build a proper content segmentation2. Boost the right pages3. Keep your performance on track4. Validate your strategy on each ranking factor
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You’ll be the good pilot!
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Back to basics: get the right structure Understand your market & topic Perfectly know your website Track what your competitors do
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Content segmentation What are my ”top priority” pages
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Content segmentation How to prioritize my pages?
Highly competitive keywords “Middle tail” pages “Long tail” pages (5+ kw)
Keep an eye on Page depth Inrank
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Content segmentation What are my ”top priority” pages
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Understand what is wrong
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Check your SEO Impact
Know how your optims are performing
Detect regressions
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Digg into your active pages Active Pages
Receiving organic traffic Active ratio Freshrank
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Digg into your active pages Is their a pattern? Any common caracteristic?
Filter the results by groups of pages
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Where are the quick/big potential wins? Which group should I work on first?
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Work on your groups! Get the most accurate overview of your
performance
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Get a perfect content segmentation Spot your most competitive pages within your groups
! Know your unique, bold and thin zones
Determine how you should boost the visibility of each zone Arbitrate your ”Index / Noindex” rules
Define what are the ideal “onpage metrics” for each groups of pages
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Combined analysis : Logs vs Crawl data
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Which Ranking factor matters to me? Depending on you topic, the size of content can
matter…
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Which Ranking factor matters to me? How many inlinks is enough to get crawled?
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Which Ranking factor matters to me? What’s about your payload?
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In parallel learn more about your duplicates.
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Do I really need to correct this? Ask yourself:
Do pages with near duplicates are generating traffic?
If yes, why?o Backlinks?o Poor competition?
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Do I really need to correct this? Ask yourself
Are my canonicals a good answer to my duplicates?
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Track Orphan pages… And know how to deal with it
@OnCrawl – #DIgitalOlympus
Track Orphan pages… And know how to deal with it
Crawl Analysis
Log file Analysis
Combined Analysis
Merci ! [email protected]