Taking on-page SEO to the next level - Page One Power Webinar Augus...

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Hosted by:
Lead Gen Specialist | Page One Power SEO Strategist | Screaming Frog,
Content Strategy Consultant | Chopped Dig...

Charlie
Williams
@ p a g e s a u c e
c h a r l i e @
s c r e a m i n g f r o g . c o . u k

Isn’t on-page SEO fundamental?
T h e q u e s t i o n

On-page
checklists
Yoast, Woorank, SEMrush
et al all make on-page
SEO seem simple

On-page
checklists
woorank.com/en/www/pa
geonepower.com

Time to hit
the bar!
Right?

5 ways to level up on page SEO
I w a n t t o s h a r e

moz.com/blog/visual-guid
e-to-keyword-targeting-o
npage-optimization
Further
reading

moz.com/blog/rank-in
-2018-seo-checklist
Further
reading

backlinko.com/on
-page-seo
Further
reading

1. Test Meta
Data
Don’t settle for your original

Hang on a
moment...
Didn’t I just call that a
fundamental tick-list job?
Think PPC folk don’t
test ad copy?

Search
Console
data
Find the page/keyword
combinations that are
under performing

Use
copywritin
g
ctr.tools tests your SERP
snippet for CTR potential

Use
copywritin
g
Grab searcher’s interest, &
leave them wanting more

Use
copywritin
g
Build your own test and
keep optimising

2. Know
your intent
Create the right content
for the right context

Know your
intent
moz.com/blog/segme
nting-search-intent
(from 2007!)

Know your
intent
fro.gg/gsqev

Interpret
the intent
Don’t build content
without understanding
the searcher

Interpret
the intent
Don’t build content
without understanding
the searcher

Interpret
the intent
Don’t build content
without understanding
the searcher

Understand
the search
market
Categorise your keyword
targets by intent via
looking at the SERPs

Find common themes to
identify different intents
Understand
the search
market

Where’s the money
pointing to?
Understand
the search
market

Intent of the search, not
about the keyword
W r i t e f o r

3. Get
keyword
clever
Give your keyword targeting some
powerups

LSI
keywords
Lots of advice telling you
to add them to your
content

Terminology
LSI (latent semantic indexing) keywords:
Keywords semantically related to your primary
keyword. Patterns in us...

Spotting
synonyms
Identify search queries
with the same user goal
(as well as intent)

Spotting
synonyms
Identify search queries
with the same user goal
(as well as intent)

Use Google’s related
searches for starting clues
(but check intent!)
Semantic
keyword
research

Semantic
keyword
research
Many tools now group
keywords by lexical
similarity

Many tools now group
keywords by lexical
similarity
Semantic
keyword
research

moz.com/blog/7-advanced
-seo-concepts
Semantic
keyword
research

Using co-
occurrence
moz.com/blog/rank-in-20
18-seo-checklist

Using co-
occurrence
moz.com/blog/7-advance
d-seo-concepts

Terminology
TF-IDF (term frequency-inverse document
frequency):
Statistic that tell us how important a word is to a
docume...

TF-IDF
identifies
topics
ai.googleblog.com/2014/0
8/teaching-machines-to-r
ead-between-lines.html

TF-IDF
identifies
topics
ai.googleblog.com/2014/0
8/teaching-machines-to-r
ead-between-lines.html

How to
use TF-IDF
ryte.com/product/content
-success/

How to
use TF-IDF
ryte.com/product/content
-success/

4. Build better
content
Hard work = stronger
optimisation

No, we
mean it
this time
Medic is the latest core
algo update to target
measurable ‘quality’

Help,
Medic!
courses.mariehaynes.com
/search-news-you-can-us
e/episode-45-light-versio
n/

Help,
Medic!
mariehaynes.com/the-aug
ust-1-2018-google-update-s
trongly-affected-ymyl-sites/

Help,
Medic!
yoast.com/googles-medic-u
pdate/

Help,
Medic!
gsqi.com/marketing-blog/a
ugust-1-google-algorithm-u
pdate-analysis-and-findings
/

What is
‘quality’?
searchengineland.com/wha
t-is-quality-content-251071

searchengineland.com/wha
t-is-quality-content-251071
What is
‘quality’?

support.google.com/webm
asters/answer/7451184?hl=e
n&visit_id=636709775220714
396-1107990840
What is
‘quality’?

support.google.com/webm
asters/answer/7451184?hl=e
n&visit_id=636709775220714
396-1107990840
What is
‘quality’?

Post-Panda
questions
webmasters.googleblog.co
m/2011/05/more-guidance-o
n-building-high-quality.html

webmasters.googleblog.co
m/2011/05/more-guidance-o
n-building-high-quality.html
Post-Panda
questions

Conduct
user
testing
Don’t try and judge the site
yourself - get some outside,
and neutral, input

Improve
readability
yoast.com/yoast-seo-
readability-analysis/
Get help from tools

Build long
content?
backlinko.com/on-
page-seo

Build long
content?
twitter.com/thetafferb
oy/status/10293097030
11098630

No, be
comprehensive
moz.com/blog/beat-yo
ur-competitors-rankin
gs-comprehensive-co
ntent-whiteboard-frid
ay

No, be
comprehensive
answerthepublic.com

“How does thin content usually happen?
Because a publisher knows enough about
SEO to have pages for different topics… But
...

Make it
fast
developers.google.com/
web/tools/lighthouse/
tools.pingdom.com

What
about
ecommerce?
slideshare.net/pagesau
ce/shop-it-like-its-hot-e
commerce-content-tha
ts-worth-a-damn-brigh
tonseo-a...

5. Use
internal links
Signpost your content in a
smarter way

Add main
body links
Where you link from is as
important as how often
you link

Review
site
structure
Are your most important
pages linked to the most?

Thanks! @ p a g e s a u c e
c h a r l i e @
s c r e a m i n g f r o g . c o . u k
bit.ly/p1p-sf-
webinar

Taking on-page SEO to the next level - Page One Power Webinar August 2018

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