4. What is SEO? - Search Engine Optimization (SEO) is the
process of optimizing websites for natural results with
the aim of improving ranking, traffic and conversions
What is SEO?
___
This is Paid results
Based on bought keywords
This is Natural results
Based on page relevance
Accounts for over 70% of all clicks
5. How does search
engine robot work?
____
Basic principles of how the site is
gets in search engines index
SE three steps:
1.
Crawling
2.
Indexing
3.
Ranking
1. SE must first FIND your content
2. After CRAWLING your site, they INDEX the pages
3. And ultimately RANK them within the greater index.
8. Search everywhere
82.6% of internet users use search.
It all started with the search
93% of online experiences begin with a
search engine.
Content - the King
Search is the #1 driver of traffic to
content sites, beating social media
by more than 300%
Users love organic
80% of search engine users say they
occasionally/rarely/never click on the
sponsored search results.
Seo converted more often
SEO leads have a 14.6% close rate.
SE Top rocks
In the search engine world, the top 5
results get 75.7% of the clicks.
*Source: searchenginejournal, imforza
Why SEO so cool?
____
9. SEO types circlesSEO Types
____
We can optimize different types of
sources. Cross optimization all
platforms has positive effect on
traffic growth and position in SE
Site optimization (SEO)
Social group
optimization
Appoptimization(ASO)
Mobilesiteoptimization
Channels
optimization
11. Steps to organic
search excellence
____
Social
Signals
Usability
Building Authority via
Links
Content Optimization
Search Engine Friendly Website
YANDEX GOOGLE
20% 10%
10% 10%
10% 30%
30% 20%
30% 30%
SEO can only be carried out as
a step by step process –
starting with step 1
getting the basis right
Social
Signals
Success pyramid
12. SEO process
The main stages
___
Technical audit
Technical Remediation
Content Audit
Content Remediation
Link Building Audit
Link Building Implementation
Usability Audit
Usability Remediation
Social Signals Audit
Social Building
5 main stages of SEO process
13. Search Engine Friendly Website
Technically the ideal SEO website must be in
accordance with the next base points:
• Correct XML sitemap
• Correct HTML sitemap
• Correct robots.txt
• No duplicate pages
• No bad server responses
• No broken components on site
• Good page opening speed
Technical Audit
___
To check the technical features
of the site we use a Technical
Audit form.
Step 1
14. XML Sitemap – technical file with information for
Search Robots what pages should be indexed.
HTML Sitemap - page on site with table of
contents, helps both humans and search engines
to find pages throughout your site.
Robots.txt - technical file with
recommendations for Search Robots what pages
shouldn’t be indexed and were sitemap locates.
XML and HTML Sitemaps, Robots.txt
Technical Audit
___
Search Engine Friendly Website
Step 1
15. Duplicate Pages
• Human factor
• Site engine (CMS):
1. www vs www
2. / in the end of URL
3. Comments
4. Pagination
5. Sorting
6. …
Examples:
Technical Audit
___
Why Does It Happen?
Search Engine Friendly Website
Step 1
16. Server Responses:
200 – Ok
301 – Permanently Redirect
• 500 – Internal Server Error
• 503 – Unavailable
• 403 – Forbidden
• 404 – Not Found
• 302 – Temporary Redirect
Technical Audit
___
Search Engine Friendly Website
Bad server responses
impair indexing of site by
SE
Good! I’ll be
back
It is useless to go
there again…
Step 1
17. Good Page Opening Speed Research*
Page Speed Factors
Step 1
Technical Audit
___
Search Engine Friendly Website
* Source: Akamai
• 47% – page loads in 2 sec
• 40% will leave site if it loads more than 3 sec
• 52% - page opening speed influences on their loyalty
• 3 sec of page opening waiting reduces loyalty by 16%
• Good Hosting
• Browser caching
• CSS, JavaScript
• Images Optimization
Users like rapid sites.
Search Engines too!
18. KeyWords and PLPs List
Yandex WordStatMain Goal - RELEVANCE
Step 2
Content Audit
___
Search Engine Friendly Content
How we research SEO
Keywords
Keywords
suggestions
keywords
recommendations
19. • Title and MetaData
• H1 – H6 headings
• Body text
• Images
• Uniqueness of Content
• Fresh Content
• Unindexed pages
• In-Site Search analytics
• Text protection
Content Audit
___
Step 2
Search Engine Friendly Content
To check the content features
of the site, we use a content
audit.
Content Audit CheckPoints
24. Content Protection
DevChat.Ru
Original Content
Bad Site
Stealed Content
- Fast Content Indexing
- Direct Communication
- Google and Yandex Tools
- Google + Authors
How to solve:
Content Audit
___
Search Engine Friendly Content
Uniquness and Content Protection
Step 2
26. What will be done
• Linking between pages on site
• In-link text should contain keywords
• Strict order of linking: to reinforce weak pages
Benefits
User experience:
• Time on site increases => Behavior Factor => Positions grow
Search Robots:
• Faster indexation of site
Link building Strategy.
Internal Linking
____
Internal links are links that go from
one page on a domain to a different
page on the same domain. They are
commonly used in main navigation.
User
clicks
from
search
Right
internal
linking
Good
Time on
site
Behavior
Factor
Positions
grow
Step 3
27. Building Authority via Links
• Incoming links are like voices for your site
• It increases position in organic search, Indexing of new
content& traffic
• The more popular and important site-donor – the
better influence to your site
Link building Strategy.
External Link Building
____
NOTE: Value of links as Ranking
Factor decreases - Yandex doesn’t
consider Links since 2014 for some
queries. Nevertheless links carry
some weight in Yandex and big weight
in Google.
Communication with relevant
sites-partners
Placing of links
(paid and
unpaid)
Crosslinking of
P&G sites
What will be done
Step 3
28. Reach Snippet Creation (technical work in code on page)
Poor
Rich
Step 4
Usability.
Snippet Optimization
___
Reach Snippets do
site more notable in
search for users
CTR
30. Social signals
___
Search Engines like links
and likes in social networks
and use it in websites
ranking
How does it WORK?
Users like and share content with links
to brand websites:
• Users multiply links
• Traffic increases
How to USE social networks?
• Post fresh content in group regularly
• Add link to brand website
• Post content in partnership groups
• Place Share Buttons on brand websites
• Place VK/FB Widgets on sites
Good example in Camay VK Group:
link to brand site
Step 5
31. Mobile SEO
____
Mobile website needs its own SEO with Technical Audit, Content
Audit, Link building Strategy and Social Signals Strategy
• Site structure: simple structure,
key pages only, big buttons
• Semantic core: shorter and
simpler queries
• Meta data: shorter Meta Tags:
Title, Description
• Content: compacted content
relevant for mobile Internet
users
• Loading time: pages must
download faster
Specifics of a MOBILE SEO:
32. App store optimization
(ASO)
____
Each mobile application needs its
own SEO Strategy
Specifics of a App store optimization:
What are the benefits of App store/google play optimization ?
more traffic increase
installations
we are in the top charts
Way for Success
Keywords in Title + Keywords in description + Presence of meta tags +
Presence of Screenshots/Video = PROFIT
To increase traffic is very important to get to the
top like Top Free/Top Paid To do this need to have
a lot of comments and installations and a good
rating
33. SEO groups and
channels
____
Note: SEO for YouTube have little
different than SEO for social
networking because we have more
statistics and opportunities. There
are ways how increase visibility in
YouTube search
Specifics and benefits of Social network and channels optimization:
What are the benefits of search optimization in social networks and video
channels?
we are in the top improve visibility
in search
more earned traffic
What is the difference between search engines in social networks and basic
search engines (yandex, google)?
• They are much simpler
• Searches queries much shorter
35. Scorecards
How to measure success of
SEO?
___
For the SUCCESS measuring we agreed to use monthly scorecard that
considered from 1 to 5 score. Scorecard contains the next points:
Traffic
•Organic Visits (%)
•Avg. Bounce rate
•Avg. Time on site
•Avg. Pages per
visit
Technical
Score
•PLP Indexed
•Avg. Page Speed
•HTTP Status
(server errors)
•Crawlability
Keyword
Performance
•Yandex Visibility
•Google Visibility
•Brand keywords
Visibility (Yandex)
•Brand keywords
Visibility (Google)
Content
•Uniqueness
•Length of the
text
•Keyword density
•Relevant
Metadata
•Multimedia
content
•Fresh Content
•Text protection
new
Scorecards points
37. Success cases.
___
Site speed increases after technical remediation
Monthly SEO traffic +19,7%
(May opposite to January)
Pampers-gorodok.ru: Technical Changes Example
33/100* 92/100
Before After
Users like rapid sites >> It’s Behavior Factor >> SE rank the site better
Also:
• Duplicate pages issue was solved
• Renewed robots.txt file was uploaded
• Renewed sitemap.xml file was uploaded
Easer crawling by Search Robots => Better positions => Traffic increases
*Source: Site Speed (Google Scale)
38. Success cases
___
Brand Keywords 1-2 positions Yandex + 30%
Google + 24%
Brand Keywords in TOP 5 Yandex + 29%
Google + 18%
Brand and non-brand keywords in TOP 10 Yandex + 24%
Google + 12%
- Technical remediation is fully
completed
- Metadata on pages was
optimized
Visibility in search
increased by 30%
(June opposite to January) KEYWORD JANUARY FEBRUARY MARCH APRIL MAY JUNE
уход за бритвой 32 34 34 10 8 6
эпиляция советы 99 16 14 5 8 4
как сделать стильную бородку 99 51 49 9 4 3
эпиляторы для начинающих 34 26 17 1 8 4
дорожная бритва 99 67 99 16 29 7
как сделать бородку 17 13 12 5 4 3
стильная бородка 99 99 59 6 4 4
триммер для интимной стрижки 35 38 37 5 3 3
уход за бородой и усами 27 25 21 9 10 6
Increasing of positions with non-brand keywords
Braun.com: Positions Increase Example
Visibility of site in search (% Golden Keywords)
39. Success cases.
everydayme.ru:
Metadata for new
content
___
New Product by Tide. We must be the first in search!
Optimized Meta Tags were prepared before publishing
>> High positions in a short period after publishing
MARCH APRIL
tide капсулы для стирки 99 1
tide капсулы отзывы 99 1
тайд капсулы весенние цветы 99 3
тайд капсулы для детских вещей 99 1
Right Metadata
for new content
=> good positions
straight away
Keywords in Metadata according to certain rules
