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Uber SEO Analysis & Opportunities by Ilyas Teker

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Report Index;
# Intro – Who is Ilyas Teker
# Overall SEO Analysis
# Competitor Analysis
# Technical SEO Analysis
# Content Analysis & Opportunities
# Backlink Analysis (+spam backlink analysis)

Published in: Marketing
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Uber SEO Analysis & Opportunities by Ilyas Teker

  1. 1. SEO Analysis & Opportunities Ilyas Teker Jan 15, 2016
  2. 2. Index • Intro – Who is Ilyas Teker • Overall SEO Analysis • Competitor Analysis • Technical SEO Analysis • Content Analysis & Opportunities • Backlink Analysis (+spam backlink analysis)
  3. 3. Who Is Ilyas Teker? Ilyas has almost ten years of experience in online marketing. He was an SEO Director at iProspect Chicago, a search agency with 82 offices in 46 countries. Also, He has given consultancy to 150+ clients such as Coca-Cola, adidas, Sony in the USA, UK, and Turkey. Alongside his seminars on digital marketing, Ilyas writes articles for several popular websites and gives consultancy to Fortune 500 companies on their SEO strategies. He is also a advisor board member of DeepCrawl company.
  4. 4. Some of the Companies Consulted on SEO +200 brands…
  5. 5. Detailed Articles Published on Industrial Websites Reportage With Sosyal Medya Kulübü Magazine SEO Visibility of Social Networks Over the World How To Boost Your Revenue With Online Reputation Management? SEO Performance of Turkish E-Commerce Sites 14 Common SEO Issues and How to Solve them Using DeepCrawl 12 Great Reasons to Use SEMrush to Supercharge Your Content Marketing
  6. 6. Some of Recommendations
  7. 7. Some of Digital Certifications Owned BrightEdge Conductor Searchlight Link Research Tools Optimizely
  8. 8. Overall SEO Analysis
  9. 9. Overall seo analiz 67 COUNTRIES
  10. 10. Uber.com World SEO Visibility SEO Visibility indicates the visibility of the chosen domain in organic search results. Search Metrics tracks more than 300M keywords in 25 country over the world. Uber shows its best SEO performance in USA, Germany and India.
  11. 11. SEO Visibility Changes in the USA SEO visibility has been descreasing after Google published Newswave Update on 6/19/2015. The possibility to be affected by this update is high. We need to review, examine and analyze these affected pages. USA SEO visibility score: 18,722 Mobile SEO visibility: 20,938 Organic Keywords Count: 29,202
  12. 12. SEO Visibility Changes in the UK SEO visibility which had increased seems to be affected by Pigeon Update which was published in the UK, Canada, Australia by Google. The pages that were affected by this algorithm should be analyzed to get value for the first page again. UK SEO visibility score: 2,539 Mobile SEO visibility: 2,224 Organic Keywords Count: 5,708
  13. 13. SEO Visibility Changes in the Germany SEO visibility may have been affected by Pigeon algorithm in Germany as well as in the UK. Of course, it may have happened because of a technical change in the website for that period of time. Germany SEO visibility score: 2,772 Mobile SEO visibility: 3,082 Organic Keywords Count: 2,825
  14. 14. The Analysis of Potential Organic Traffic in The USA, the UK and Germany The keyword analysis, which includes brand name, taxi, cab and driver keywords in 2nd page and after, is analyzed for USA, UK and Germany markets via SearchMetrics. The priority change into these keywords can lead to have an increase in potential organic traffic in these markets. SERP CTR research with several source
  15. 15. USA Organic Traffic Potential (29K Total Keywords Pool) How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in USA market. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions .
  16. 16. USA Organic Traffic Potential (29K Total Keywords Pool) Based on this analysis, we can provide estimated extra 258K organic traffic in target keywords among first 3 positions with our SEO strategies. Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 61,150 951,935 369,357 51,162 1,433,604 Estimated Monthly Organic Traffic 11,007 171,348 66,484 9,209 258,048 Keywords Count 72 2,416 1,528 143 4,159 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions. How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in USA market. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions .
  17. 17. Based on this analysis, we can provide estimated extra 258K organic traffic in target keywords among first 3 positions with our SEO strategies. USA Organic Traffic Potential (29k Total Keywords Pool) The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions. Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 61,150 951,935 369,357 51,162 1,433,604 Estimated Monthly Organic Traffic 11,007 171,348 66,484 9,209 258,048 Keywords Count 72 2,416 1,528 143 4,159 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in USA market. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions .
  18. 18. Let’s Move on With an Example Keyword: how much do uber drivers make Position: 12 Search Volume: 18,100 Pos. update: Jan 9 We miss a big potential because of not being on 1st page as an example phrase “How much do Uber drivers make” which can bring us a direct lead. Especially, when our competitor publishes an Adwords ad for this target phrase, we need to create a qualified content and gain a high position by transferring value from sub pages into this page.
  19. 19. UK Organic Traffic Potential (5700 Total Keywords Pool) Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 4,533 107,749 14,988 9,195 136,465 Estimated Monthly Organic Traffic 816 19,395 2,698 1,655 24,564 Keywords Count 41 1,107 248 30 1,426 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in UK market. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions . The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions. Based on this analysis, we can provide estimated extra 24K organic traffic in target keywords among first 3 positions with our SEO strategies.
  20. 20. UK Organic Traffic Potential (5700 Total Keywords Pool) Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 4,533 107,749 14,988 9,195 136,465 Estimated Monthly Organic Traffic 816 19,395 2,698 1,655 24,564 Keywords Count 41 1,107 248 30 1,426 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in UK market. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions . The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions. Based on this analysis, we can provide estimated extra 24K organic traffic in target keywords among first 3 positions with our SEO strategies.
  21. 21. Germany Organic Traffic Potential (2800 Total Keywords Pool) Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 2,604 22,656 1,041 2,874 29,175 Estimated Monthly Organic Traffic 469 4,078 187 517 5,251 Keywords Count 15 391 76 22 504 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in the market of Germany. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions . Based on this analysis, we can provide estimated extra 5.2K organic traffic in target keywords among first 3 positions with our SEO strategies. The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions.
  22. 22. Germany Organic Traffic Potential (2800 Total Keywords Pool) Brand Kws Taxi Keywords Cab Kws Driver Kws Total Monthly Search Volume 2,604 22,656 1,041 2,874 29,175 Estimated Monthly Organic Traffic 469 4,078 187 517 5,251 Keywords Count 15 391 76 22 504 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 How was the analysis made? The keywords including brand names on 2nd page and after were detected for Uber.com in the market of Germany. Also, the keywords including “taxi”, ”cab”, and “driver” on 2nd page and after were analyzed with search volumes and positions . The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first 3 positions. Based on this analysis, we can provide estimated extra 5.2K organic traffic in target keywords among first 3 positions with our SEO strategies.
  23. 23. 287,863 USA + UK + Germany Total Monthly Organic Traffic Potential
  24. 24. Overall seo analiz We’re in 67 COUNTRIES Estimated Monthly Organic Traffic From Other Countries 50.000? 100.000? 150.000? More?
  25. 25. What Should We Do to Be on the 1st Page for These Keywords? • Our pages that are on 2nd page and after in Google should be analyzed and optimized. • The pages should be created for some special keywords. • All pages which include SEO issues should be edited (the details are included in technical analysis slides) • The content quality of pages which are already low-quality should be improved. New contents should be created. (How? The details are in content slides) • The target pages which include high search volume keywords should be reviewed with correct internal linking structure from homepage and subpages. • If needed, new link building strategies should be developed specifically for these keywords.
  26. 26. Competitor Analysis
  27. 27. Overall comp analysis seo analiz
  28. 28. Competitor Analysis Overview for SEO Performance Lyft, Sidecar and GoCurb have higher percentages in SEO performances as our competitors despite their keyword counts. Especially, SEO performance of GoCurb is higher compared to its competitors in the UK.
  29. 29. Lyft Has Higher Positions for Some Keywords In The USA Lyft has higher positions compared to Uber for some keywords in US. We can have higher positions with better SEO strategies including high search volume keywords and gain more organic traffic.
  30. 30. SEO Performances for all known competitors in US Brand SEO Visibility (desktop) SEO Visibility (mobile) Organic Keywords Backlinks Uber.com 18,722 20,938 29,202 3,095,134 Lyft.com 1,347 961 3,318 985,006 flywheel.com 271 231 239 3,129 ridewithvia.com 981 978 337 3,677 gocurb.com 253 304 623 9,282 side.cr 335 338 386 16,308 Our SEO visibility is generally better based on keyword count and backlink count via Search Metrics tool compared to the other competitors in US. However, unfortunately the positions need to be improved for some keywords that can be new leads for us.
  31. 31. We Have More Competitors in Search Results WebSite Common Keywords in Positions SEO Visibility (desktop) SEO Visibility (mobile) Organic Keywords taxifarefinder.com 7,817 2.401 2,473 48,613 tripadvisor.com 7,487 2,001,035 2,189,722 6,126,863 yelp.com 6,903 2,487,111 2,679,473 7,881,053 wikipedia.org 4,033 53,856,075 55,671,354 24,838,742 yellowpages.com 3,508 651,709 109,676 4,903,936 numbeo.com 3,495 5,413 5,300 32,355 facebook.com 3,401 18,272,026 18,209,555 18,009,767 taxiautofare.com 2,591 43 38 9,551 Other competitors that we have positions in common keywords most in search results Uber USA SEO Values SEO visibility score: 18,722 Mobile SEO visibility: 20,938 Organic Keywords Count: 29,202 According to Search Metrics data, in US we have more indirect competitors in common keywords in search results. We should review this scenario in our SEO strategy.
  32. 32. SEO Performances of Competitors in the UK Minicabit has surpassed our SEO performance recently once the graphic of SEO Visibility change since 2014 for the UK including other competitors is reviewed. Benchmarking should be conducted, the difference should be analyzed. According to these, similar or different strategies should be developed to have a better performance in the UK.
  33. 33. Other Values of Competitors for SEO in the UK Minicabit is ahead of us in desktop, mobile SEO visibility, and total organic keywords when the other competitors are reviewed in the UK. We can create a strategy by following competitors closely and analyzing the keywords that they gain positions on the 1st page as we do not. WebSite SEO Visibility (desktop) SEO Visibility (mobile) Total Organic Keywords Backlinks uber.com 2,539 2,224 5,780 3,095,134 gett.com 31 30 764 44,413 hailoapp.com 68 209 734 29,682 kabbee.com 484 514 3,504 4,123 minicabit.com 2,610 3,098 8,972 12,883
  34. 34. Minicabit vs Uber in the UK Minicabit is in the 1st position for some keywords above compared to Uber in the UK market. Our rank can be among the first 3 positions with new SEO strategies and new pages.
  35. 35. Overall SEO Analysis in Germany Blablacar has a really higher performance among its competitors in Germany for SEO visibility changes. Uber is the second one after Blablacar. We should be reviewing Blablacar in this market in detail for the reason why they gain positions on the 1st page as we do not.
  36. 36. SEO Performances of Other Competitors in Germany Taxi.de and taxi-rechner.de except Blablacar have higher performances in SEO visibility compared to other competitors of Uber in Germany. We can analyze the best cases in our SEO strategy that is developed based on country. WebSite SEO Visibility (desktop) SEO Visibility (mobile) Total Organic Keywords Backlinks uber.com 2,790 2,842 2,825 3,095,134 taxi-rechner.de 1,688 1,830 4,072 8,125 gocurb.com 16 28 26 9,282 mytaxi.com 82 95 610 147,281 taxi.de 1,310 936 4,387 27,204 wunder.org 0 0 3 73 Blablacar.de 21,800 22,825 12,707 538,856 blacklane.com 389 447 1,352 70,240
  37. 37. SEO Values of Competitors in Other Markets When the competitors of Uber in other markets are reviewed for the first 5 countries; Easytaxi has 83% SEO performance in Argentina (AR), Gett has 49% SEO performance in India (IN), and OlaCabs has 87% SEO performance in India (IN). To grow in these related markets, we can analyze these competitors and detect the pages that they cannot gain performances. So we can apply this know-how into the SEO strategies of Uber. WebSites ∑ SEO VISIBILITY WORLD ∑ KEYWORDS 1st Country / SEO Performance % 2nd Country / SEO Performance % 3rd Country / SEO Performance % 4th Country / SEO Performance % 5th Country / SEO Performance % Uber.com 39,577 49,319 USA-18,722 (49%) DE-2,790 (7%) IN-2,411 (6%) UK-2,230 (%5) CA-1,644 (4%) Easytaxi.com 2,532 767 AR-3,892 (83%) MX-233 (5%) BR-179(3%) ES-159 (3%) HK-59(%1) gett.com 353 1,450 IN-106 (49%) RU-39 (18%) CA-9 (4%) DK-7 (3%) HK-7 (3%) olacabs.com 3,789 2,819 IN-3,152 (87%) MX-182 (5%) BR-68 (1%) DK-62 (1%) AU-56 (1%) Need more market? I need more time to finish all of them :)
  38. 38. What Do The Competitors Do Better? • They have more SEO related pages. • The page speed is faster. • They have created more rich pages and SEO based content
  39. 39. Technical SEO Analysis
  40. 40. Technical SEO Overview 26,251 pages were crawled via Deepcrawl and the issues that affect SEO performance negatively were detected in a technical way. SEO performance will be positively improved once these are fixed.
  41. 41. Duplicate Pages (2108 Pages) https://help.uber.com/ https://help.uber.com/riders Issue: Pages that share an identical title and near identical content with another page found in the same crawl. Duplicate pages can result in the dilution of authority signals and social shares, which can affect the potential SEO performance and reduce the crawl efficiency of the site. Recommendation: A canonical integration for similar pages or an differentiation with distinct content should be implemented. Same Page
  42. 42. Canonical Should be Implemented on These Pages (4314 Pages) www.uber.com/business?utm_source=New_Orleans&utm_campaign=Drizly www.uber.com/business?utm_source=panama&utm_campaign=blog1 www.uber.com/business?utm_source=Houston&utm_campaign=Wifi www.uber.com/business?utm_source=SanDiego&utm_campaign=Staycation www.uber.com/business?utm_source=LasVegas&utm_campaign=VinliCESBlog www.uber.com/business?utm_source=NewOrleans&utm_campaign=Drizly www.uber.com/BUSINESS www.uber.com/business?utm_source=Boston&utm_campaign=BusinessClassem www.uber.com/business www.uber.com/business The URLs shown with arrow are the same with the link above. We should have Google understand this with canonical. All pages seem as duplicate contents. Issue: The pages with UTM codes are the same with the pages without UTM codes. Google can also index these pages and this causes for us to have a negative SEO performance. Recommendation: We should link new URLs with UTM codes to the master page by using canonical meta tags. Canonical meta tags are not shown in these pages.
  43. 43. 5xx Errors (7 Pages) Found at: www.newsroom.uber.com/central-coast/san-luis-obispo-and- ventura-county-your-uber-has-arrived-2/ Example URL: https://newsroom.uber.com/central-coast/san-luis-obispo-and-ventura-county-your-uber-has-arrived- 2/www.midstatefair.com/concert_details.php?id=51 Issue: URLs that return any 5xx Server Error HTTP status code, such as a 503, often caused by a temporary server performance problem or a permanent issue. It results for us to overuse Google’s crawl rate due to the capacity. Recommendation: We should fix the issues giving 5xx error. If it happens otherwise, we should remove the link in related page or redirect the existing page to a new different page with 301 redirect.
  44. 44. 4xx Errors (1220 Pages) Found at: www.newsroom.uber.com/gold-coast/big-week-big-weekend/ 404 URL: www.partners.uber.com/faq/questions/ Found at: www.newsroom.uber.com/brisbane/welcome-to-2015-with-uber- 3-3-3/ Another Example 404 URL: www.newsroom.uber.com/DropInBNE Issue: SEO performance is affected negatively by the pages that are linked to nonexisting pages from other pages and reached by Google bots. Recommendation: 301 redirect to related pages that give 404 errors in website or removing these links from subpages.
  45. 45. Non-301 Redirects (2658 Pages) Example: https://newsroom.uber.com/2015/01/making-our-roads-safer-for- everyone-2/ Issue: URLs redirecting with a 302 status tell search engines that the redirect is temporary. Link authority will not be passed from the original to the new URL and search engines are likely to keep the original URL in their index, instead of the redirected URL. An HTTP Meta refresh tag is normally treated as a 302 redirect by search engines. Recommendation: 2658 pages should be reviewed and changed into 301 redirect from 302 redirect. We can reserve the value of the pages by transferring in that way.
  46. 46. Malformed URLs (33 Pages) Found at: https://newsroom.uber.com/msp/score-the-ultimate- timberwolves-package/ Found at: https://newsroom.uber.com/gainesville/uber-spring-4/ Issue: Malformed URLs are not a valid URL format so cannot be requested by the crawler. A URL requires a protocol such as http:// and a valid domain name limited to specific characters in a specific format. Recommendation: The links to these URLs should be updated to use correctly formed URLs.
  47. 47. Duplicate Titles (487 Pages) https://www.uber.com/about https://drive.uber.com/oh/about/ Issue: Duplicated titles can be treated as duplicate content by search engines and negatively impact performance of the page. Recommendation: We should identify pages with duplicate titles and replace with unique page titles. Different pages but same titles
  48. 48. Short Titles (200 Pages) https://newsroom.uber.com/waco/ Issue: Pages with a short title tag may have a title generated for them by the search engines. Recommendation: We should identify pages that can be updated with a longer and more detailed title tag. It gives higher SEO performance for all these pages.
  49. 49. Missing Descriptions (656 Pages) https://newsroom.uber.com/locations/ Issue: Pages missing description tags get a custom snippet created by the search engines. A unique description is best, but a missing description is preferred to having a duplicate description. Recommendation: We should identify pages missing descriptions and add unique descriptions where appropriate.
  50. 50. Duplicate Descriptions (529 Pages) https://help.uber.com/ https://help.uber.com/partners Other duplicate descriptions with https://help.uber.com/ help.uber.com/partners help.uber.com/h/1962e40e-d7e7-468f-a455-d6fb7b8b6723 help.uber.com/h/15b0d4d8-2763-40d4-80c0-ff83a9a37cc4 help.uber.com/h/77f404b4-acea-4136-85de-5c70e266665b help.uber.com/h/e17b2e96-95a7-437c-a566-53c4c64fd857 help.uber.com/h/4143ff13-b01f-4656-b797-04944b9c936b help.uber.com/h/146346c0-9ca3-4a94-ac97-719332884335 help.uber.com/h/81a92ea5-c180-4f99-a108-16ac8b9c4fbe help.uber.com/h/fcd9e993-73f4-475b-985b-524f97783b22 Issue: All pages with a duplicated <meta> description shared by at least one other page in the same crawl. Duplicated descriptions can be treated as duplicate content by search engines, negatively impacting performance. Recommendation: We should identify and remove duplicates and add unique descriptions where appropriate.
  51. 51. Missing H1 Tags (1975 Pages) https://www.uber.com/events More URL Examples https://join.uber.com/design/ https://join.uber.com/product-marketing/ https://join.uber.com/engineering/ Issue: All 1975 pages without any H1 tags. H1 tags are used to highlight important text on pages, usually the main page body title. Recommendation: We should identify pages without H1 tags that might benefit from adding one.
  52. 52. Multiple H1 Tag Pages (194 Pages) www.uber.com/ 1 2 3 Issue: Every page should have just one H1 tag per page. Recommendation: We should remove other H1 tags.
  53. 53. External links should be marked as nofollow meta tag https://get.uber.com/go/ihg There are 1921 pages which are without nofollow meta tag to paytm.com. Zomato.com (192 pages) Vimeo.com (110 pages) … more Issue: There’s an issue for transferring to external pages from existing value. Should we really transfer this value to them? Recommendation: We should add nofollow meta tag to these external URLs. The websites in our network can be excluded.
  54. 54. Max Load Time (12.493 Pages) Found at: www.newsroom.uber.com/denver/the-weekender-15/ Example URL: https://newsroom.uber.com/?s=the+weekender+colorado Fetch time HTML size (KB) Word count Content size (KB) Content/HTML ratio 6.09 93.49 1359 7.96 8.55% Issue: All URLs exceeding the maximum load time of 2.0 seconds. Slow pages can negatively impact crawl efficiency and user experience. Recommendation: We should identify slow pages that can be optimised for improved performance.
  55. 55. Max Redirections (243 Pages) Example URL: http://uber.com/go/ Example URL: https://newsroom.uber.com/safety Found at: https://newsroom.uber.com/joe-sullivan-joining-uber-as-first- chief-security-officer/ Found at: https://newsroom.uber.com/erie/erie-your-uber-is-arriving-now/ Issue: All URLs that redirect more than 4 times. Search engines will only follow a limited number of redirect steps before they stop and redirect chains reduce crawl efficiency. Recommendation: We should edit redirections of 243 pages and redirect to final URL.
  56. 56. Pages without hreflang Tags (3427 Pages) https://drive.uber.com/oh/about/ https://drive.uber.com/oh/help/ Issue: There is not hreflang meta on 327 pages. Google may be confused about the language of pages and target of countries. Recommendation: We can make these pages be identified better by search engines with hreflang integration to these pages and increase our SEO performance.
  57. 57. More? Need more time for deep-dive analysis :)
  58. 58. Content Analysis & Opportunities
  59. 59. According to the recent researches, companies has plans investing more in content strategies over next 12 months. We can give more importance to content marketing as Uber and get more organic traffic from search engines as well.
  60. 60. We no longer need more content, we need more high-quality content.
  61. 61. ehow.com Lost Stock Value Because of Low-quality Content
  62. 62. Length of Content Impacts the Positions on Search Engines
  63. 63. Longer Content Is Shared More on Social Media According to Moz.com’s research on their own blog articles, longer contents are shared more on social media channels. We should consider this information while we prepare our content strategies.
  64. 64. Core Content Elements Before creating content, target users should be identified correctly, persona analysises should be conducted and targeted content for every persona should be created.
  65. 65. People Like Infographics We should create more infographics to have more social sharing and backlinks.
  66. 66. Uber and contents that show the development of its products https://www.timetoast.com/timelines/history-of-football--3 People like to consume contents that they can interact with. As in this example, we can create similar content strategies for Uber and gain more interaction, sharing and backlinks.
  67. 67. Duplicate Body Content (147 Pages) https://devblog.uber.com/tag/luggage/ https://devblog.uber.com/tag/bluesmart/ Issue: Pages with duplicated or similar content should be avoided as they may not be indexed and can result in crawl inefficiency. Recommendation: We should identify pages that have near duplicate page body content with another page, that can be updated to include more unique text or prevented from being crawled.
  68. 68. Minimum Content Size (2251 Pages) https://help.uber.com/h/f3c11481-d928-49be-89b9-ce6013c97f35 https://help.uber.com/h/e9f1e8ec-78c6-475b-b3cf-eaa0458bec2a Issue: Pages with less than the minimum content size of 3KB can be classified as 'thin content' and may not be indexed or devalue your site quality. Recommendation: We should create content above specific word limit for every page. If we do not want these pages to be indexed by search engines, we need to add noindex meta tag to them.
  69. 69. Empty Pages (No Content) https://newsroom.uber.com/introducing-uberessentials/ Issue: Although there’s no content in some pages, they are allowed to be indexed by search engines. Allowing these pages to be indexed by search engines harms SEO performance. Recommendation: We should not allow these blank pages to be indexed by search engines or turn into qualified pages by filling with content in them.
  70. 70. How should high-quality content be? We can prepare a checklist that we can test the quality of created content before publishing. Thus, our content can be more high-quality and get more interaction by the users.
  71. 71. What is 10X Content? 10X content ilk olarak Rand Fishkin tarafindan ortaya atilan bir terim. 10X content is a term that is created by Rand Fishkin. It tells us why the content should be better 10 times more and what the advantages of 10X content are. You may check out the video here: https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday Criteria for 10X Content: # Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc. # Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and # Is considerably different in scope and detail from other works on similar topics # Loads quickly and is usable on any device or browser # Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration # Has achieved an impressive quantity of amplification (through shares on social networks and/or links) # Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources. We can apply this idea for Uber, too. Let’s check out a few examples.
  72. 72. Some Examples of 10X Content- 1 As seen in the examples, this kind of contents take time to create, but they’re shared more by people. Thus, we’re touching more people. Example 1: http://blog.froont.com/9-basic-principles-of-responsive-web- design/ Example 2: https://maptia.com/davidheath/stories/burma-an- enchanted-spirit
  73. 73. Some Examples of 10X Content- 2 Example 3: http://www.nytimes.com/interactive/2015/10/27/world/greenland-is- melting-away.html Example 4: http://www.bloomberg.com/graphics/2015-pace-of- social-change/ Every content that we produce do not need to be 10X content, but our 10X content will lead us to more people.
  74. 74. What Can We Do by using 10X Content term? • We can create more high-quality content that we own transportation as Coca-Cola does for happiness. • Developing content that explains the future of driverless cars in Uber’s plans. • Creating videos that shows how people are using Uber at the end of year or providing more interaction with their data on special landing pages. • More…
  75. 75. Backlink Analysis (+spam link analysis)
  76. 76. Comparison of Backlink Profile Values for USA Competitors Backlink profile values are high and qualified compared to USA competitors of Uber. We can create a strategy distrubuting this value to the subpages and keywords. Website Domain Authority SEO Visibility (desktop) SEO Visibility (mobile) Total Organic Keyword Backlinks Trust Rank Citation Rank Power x Trust (LRT) Winner? Uber.com 83 18,722 20,938 29,202 3,095,134 77 56 25 1st Lyft.com 76 1,347 961 3,318 985,006 39 40 16 2nd flywheel.com 42 271 231 239 3,129 18 26 8 4th ridewithvia.com 40 981 978 337 3,677 15 25 8 5th gocurb.com 41 253 304 623 9,282 25 29 25 3rd side.cr 57 335 338 386 16,308 24 35 6 3rd How was the winner calculated? Domain Authority, Backlinks, Trust, Citation rank and power*trust are ranked according to the values.
  77. 77. Comparison of Backlink Profile Values for UK Competitors WebSite Domain Authority SEO Visibility (desktop) SEO Visibility (mobile) Organic Kw Backlinks Trust Rank Citation Rank Power x Trust (LRT) Winner? uber.com 83 2,539 2,224 5,780 3,095,134 77 56 48 1st gett.com 52 31 30 764 44,413 36 37 16 2nd hailoapp.com 45 68 209 734 29,682 25 39 9 3rd kabbee.com 34 484 514 3,504 4,123 18 25 4 4th minicabit.com 33 2,610 3,098 8,972 12,883 23 36 6 5th Backlink profile values are high and qualified in the UK compared to the competitors of Uber as in the USA. We can transfer this value in a healthy way to the pages for UK market. How was the winner calculated? Domain Authority, Backlinks, Trust, Citation rank and power*trust are ranked according to the values.
  78. 78. Comparison of Backlink Profile Values for Germany Competitors WebSite Domain Authority SEO Visibility (desktop) SEO Visibility (mobile) Organic Kw Backlinks Trust Rank Citation Rank Power x Trust (LRT) Winner? uber.com 83 2,790 2,842 2,825 3,095,134 77 56 48 1st taxi-rechner.de 35 1,688 1,830 4,072 8,125 20 18 0 6th gocurb.com 41 16 28 26 9,282 25 29 25 4th mytaxi.com 54 82 95 610 147,281 24 37 6 3rd taxi.de 41 1,310 936 4,387 27,204 26 33 2 4th wunder.org 19 0 0 3 73 10 9 0 7th Blablacar.de 47 21,800 22,825 12,707 538,856 27 37 6 2nd blacklane.com 39 389 447 1,352 70,240 21 35 3 5th As in the USA and the UK, for backlink profile values, we’re in the first place compared to the competitors. We can transfer this value to the words that we haven’t got any positions to increase our SEO visibility. How was the winner calculated? Domain Authority, Backlinks, Trust, Citation rank and power*trust are ranked according to the values.
  79. 79. Comparison of Backlink Profile Values for Other Competitors in Other Markets Website Domain Authority ∑ SEO VISIBILITY WORLD ∑ KEYWORDS Backlinks Trust Rank Citation Rank Power x Trust (LRT) Winner Uber.com 83 39,577 49,319 3,095,134 77 56 48 1st Easytaxi.com 59 2,532 767 666,357 20 37 6 2nd gett.com 52 353 1,450 36,359 36 27 16 3rd olacabs.com 48 3,789 2,819 97,598 26 35 3 4th Need more competitor? I need more time to finish all of them :) We’re in the 1st place for backlink profile values when compared to the other competitors in other markets. There may be a competitor which has higher value but not in this list. We need to analyze more deeply. How was the winner calculated? Domain Authority, Backlinks, Trust, Citation rank and power*trust are ranked according to the values.
  80. 80. Spam Link Analysis Approximately 162,000 links were downloaded from Moz, Majestic and Ahrefs tools. Sitewide and deleted links were removed and remaining links were sent to be analyzed. Links uploaded to the system were analyzed in 33 different criterias and risk results were evaluated manually. How was the analysis conducted?
  81. 81. The Risk Categories of Links The risk percentages of links are seperated as 2% high risk and 86% medium when risk categories of links are reviewed. Reviewing medium links carefully for the website makes us to understand possible other spam links.
  82. 82. The Sub Categories of Links Subcategories of risky links seem to have 2.5% high risky links. Analyzing these links manually will prevent possible spam filters.
  83. 83. Fractions of Risks Based on Text Risky links has 53% brand keywords and 6% images without alt texts.
  84. 84. Some Example of Risky Links
  85. 85. What Should We Do For Risky Links? We should create a list of high risky links manually. We should inform Google about this created list via Disavow tool. We should conduct this analysis regularly.
  86. 86. What Should We Do For High-Quality Backlinks? • We should create 10X contents about our brand and industry. Marketing, product and PR teams should be the teams to work with. • We should create listed contents. (10 Wonderful Places You Should See with Uber) • We should own the transportation term and produce videos not only text and image contents. • We can create wonderful infographics with our existing data. They will be worth to share and be mentioned. • We can make interviews with customers who have interesting life stories. These contents will be shared and provide us backlinks. • What kind of changes and trends will we be waited in our industry? ie. www.Skyscanner2024.com • We can make a boy’s or girl’s dream come true to go to another city in any country. This will provide us more social sharing and backlinks. • We can create videos of interns who starts their experiences at Uber. The pages will be interesting for whom to want to learn about Uber culture more. • We can pick 3 lucky Uber members around the world and give them awards. The page that we would create may get links from all around the world. • We can open a store and sell cups, tshirts etc. which touch people’s lives. These products will provide us backlinks.
  87. 87. Let’s do more TOGETHER ;) ilyas teker ilyas.teker@gmail.com
  88. 88. APPENDIX Which tools were used for this report? Search metrics SEMrush Moz Majestic Ahrefs Deepcrawl Linkresearchtool Screaming Frog

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