how to build your seo roadmap?
TRANSCRIPT
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#seocamp
How to build your SEO Roadmap?By Francois Goube, CEO @Oncrawl
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#seocamp
+15 years SEO experienceSerial entrepreneurBusiness AngelMajestic.com French AmbassadeurBoard Member SEOcamp
@FrancoisGoube
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@OnCrawl – #DIgitalOlympus
Menu
1. Thoughts about SEO Projects management2. Tools, metrics and how to use them3. Analyse, Execute, Monitor
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@OnCrawl – #DIgitalOlympus
Project management is not a 4-letter word
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C’est un moyen de…
Be 1st on
“Viagra”
Rationalgoals
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AND MAKE IT
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Different approaches+ Different goals
= a very BIG Problem
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Your customer’s goal
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SEOs holy GRAAL
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Developpers constraints
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GOOGLE’s AMBITIONS
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@OnCrawl – #DIgitalOlympus
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
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@OnCrawl – #DIgitalOlympus
Organization & Communication My preffered stack for project management
Trello Slack Spreadsheets
SEO Workshops With all stakeholders: clients, tech, SEOs
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Which metrics to rely on to build the perfect SEO Roadmap?
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@OnCrawl – #DIgitalOlympus
3 types of SEO actionsNetlinkingTechnical SEO
Content
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@OnCrawl – #DIgitalOlympus
Netlinking & Rank-monitoring Favorite tools
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@OnCrawl – #DIgitalOlympus
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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@OnCrawl – #DIgitalOlympus
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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@OnCrawl – #DIgitalOlympus
You’ll be the good pilot!
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@OnCrawl – #DIgitalOlympus
Back to basics: get the right structure Understand your market & topic Perfectly know your website Track what your competitors do
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@OnCrawl – #DIgitalOlympus
Content segmentation What are my ”top priority” pages
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@OnCrawl – #DIgitalOlympus
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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@OnCrawl – #DIgitalOlympus
Content segmentation What are my ”top priority” pages
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@OnCrawl – #DIgitalOlympus
Understand what is wrong
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@OnCrawl – #DIgitalOlympus
Check your SEO Impact
Know how your optims are performing
Detect regressions
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@OnCrawl – #DIgitalOlympus
Digg into your active pages Active Pages
Receiving organic traffic Active ratio Freshrank
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@OnCrawl – #DIgitalOlympus
Digg into your active pages Is their a pattern? Any common caracteristic?
Filter the results by groups of pages
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@OnCrawl – #DIgitalOlympus
Where are the quick/big potential wins? Which group should I work on first?
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@OnCrawl – #DIgitalOlympus
Work on your groups! Get the most accurate overview of your
performance
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@OnCrawl – #DIgitalOlympus
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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@OnCrawl – #DIgitalOlympus
Combined analysis : Logs vs Crawl data
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@OnCrawl – #DIgitalOlympus
Which Ranking factor matters to me? Depending on you topic, the size of content can
matter…
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@OnCrawl – #DIgitalOlympus
Which Ranking factor matters to me? How many inlinks is enough to get crawled?
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@OnCrawl – #DIgitalOlympus
Which Ranking factor matters to me? What’s about your payload?
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@OnCrawl – #DIgitalOlympus
In parallel learn more about your duplicates.
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@OnCrawl – #DIgitalOlympus
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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@OnCrawl – #DIgitalOlympus
Do I really need to correct this? Ask yourself
Are my canonicals a good answer to my duplicates?
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@OnCrawl – #DIgitalOlympus
Track Orphan pages… And know how to deal with it
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@OnCrawl – #DIgitalOlympus
Track Orphan pages… And know how to deal with it
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Crawl Analysis
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Log file Analysis
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Combined Analysis
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Merci ! [email protected]