Oncrawl Webinar - How to prioritize your SEO plan?

#seocamp

How to build your SEO Roadmap? By Francois Goube, CEO @Oncrawl

@OnCrawl – #OnCrawlWebinar

Menu1. Thoughts about SEO Projects management2. Tools, metrics and how to use them3. Analyse, Execute, Monitor

@OnCrawl – #OnCrawlWebinar

Project management is not your enemy

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

@OnCrawl – #OnCrawlWebinar

Your SEO SuccessDepends on you skills and expertise…

… but also on your organization and your communication

✓ You must have the “right tools”

@OnCrawl – #OnCrawlWebinar

Organization & Communication✓ My prefered 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?

@OnCrawl – #OnCrawlWebinar

3 types of SEO actions

✓Netlinking✓Technical SEO✓Content

@OnCrawl – #OnCrawlWebinar

Netlinking & Rank-monitoring✓ Favorite tools

@OnCrawl – #OnCrawlWebinar

Netlinking & Rank-monitoring✓ Who ranks high on most of my keywords?✓ What is their “link profile”?

✓ Total BL✓ Total Refdomains✓ Trust flow✓ Ancres utilisées

@OnCrawl – #OnCrawlWebinar

Technical SEO & Content1. Build a proper content split2. Boost the right pages3. Segment my content4. Keep your performance on track

@OnCrawl – #OnCrawlWebinar

You’ll be the good pilot!

@OnCrawl – #OnCrawlWebinar

Back to basics: get the right structure✓ Understand your market & topic✓ Perfectly know your website✓ Track what your competitors do

@OnCrawl – #OnCrawlWebinar

Content segmentation✓ What are my ”top priority” pages

@OnCrawl – #OnCrawlWebinar

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

@OnCrawl – #OnCrawlWebinar

Content segmentation✓ What are my ”top priority” pages

@OnCrawl – #OnCrawlWebinar

Understand what is wrong

@OnCrawl – #OnCrawlWebinar

Check your SEO Impact

✓ Know how your optims are performing

✓ Detect regressions

@OnCrawl – #OnCrawlWebinar

Digg into your active pages✓ Active Pages

✓ Receiving organic traffic✓ Active ratio✓ Freshrank

@OnCrawl – #OnCrawlWebinar

Digg into your active pages✓ Is their a pattern? Any common characteristic?

✓ Filter the results by groups of pages

@OnCrawl – #OnCrawlWebinar

Where are the quick/big potential wins?

✓ On which pages should I focus on?

@OnCrawl – #OnCrawlWebinar

Which Ranking factor matters to me?✓ Depending on you topic, the size of content can matter…

@OnCrawl – #OnCrawlWebinar

Work on your groups!✓ Spot oversized parts of my website

@OnCrawl – #OnCrawlWebinar

Get a perfect content segmentation✓ Spot your most competitive pages✓ 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

@OnCrawl – #OnCrawlWebinar

In parallel learn more about your duplicates.

@OnCrawl – #OnCrawlWebinar

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?

@OnCrawl – #OnCrawlWebinar

Do I really need to correct this?✓ Ask yourself

✓ Are my canonicals a good answer to my duplicates?

@OnCrawl – #OnCrawlWebinar

Which Ranking factor matters to me?✓ How many inlinks is enough to get crawled?

@OnCrawl – #OnCrawlWebinar

Which Ranking factor matters to me?✓ What’s about your payload?

@OnCrawl – #OnCrawlWebinar

Combined analysis : Logs vs Crawl data

@OnCrawl – #OnCrawlWebinar

Track Orphan pages… And know how to deal with it

@OnCrawl – #OnCrawlWebinar

Track Orphan pages… And know how to deal with it

Crawl Analysis

Log file Analysis

Combined Analysis

Thank you! [email protected]