Slides of the SEO workshop conducted at RiseUp 2016. References included in the slides. Special thanks to: Bernard Huang's programmatic SEO slides. http://www.slideshare.net/bernardjhuang/programmatic-seo-bernard-huang-500-startups-distro-dojo

1. SEO
Core Understanding, Solid Strategy & Advanced Tactics
Islam Ameen
Product Manager, WUZZUF

2. Research &
Discovery
Content Technical Backlinking &
Social

3. Research & Discovery

4. Research & Discovery
What’s the problem?
How people search for solutions?
Competition

5. Research & Discovery
Tools:
Google Trends
Google Keyword Planner
Übersuggest - Suggests modifiers (i.e. alternative keywords)
Moz SEO Toolbar
SpyFu, SimilarWeb, MozPro - Competitive Analysis

8. Query How much is it
used?
What are the
page(s) we're
offering?
Avg. position in
SERP
Competition
Jobs in alexandria 80 /a/jobs-in-alex
andria
1
Research & Discovery

9. Content

10. Content
Good helpful content
Related to your research
Cover the questions people ask in their queries
Words vs Images vs Videos?
Avoid “Keyword Stuffing”
"Our cheap iPhone 7 is the best cheap iPhone 7 for all your Apple phone needs. Get our iPhone 7 with
discounts before it's too late."

11. Hummingbird
2013
RankBrain
2015
Good Read: FAQ: All about the Google RankBrain algorithm

15. Ref.: Tactical Keyword Research in a RankBrain World - Moz.com

16. Technical

17. Technical
URL, Page title, Headers
Internal Linking
Pagespeed
Mobile Friendly
Metas & Canonical
Structured Data

18. URLs, Page Titles, Headers and Metas

19. Internal Linking
Internal Distribution of Links => Internal Votes => Important Pages

20. Internal Linking
Challenges:
Coverage: Link to every page
Prioritization: Frequency & Position
Depth: Important Page? => Less clicks to reach it from homepage
Ref.: Google: Importance of Link Architecture

21. Internal Linking
Coverage
If no links, how will Google know the page exists?
No links => Vote of no confidence
When linking to a page, you provide the crawler with a path to discover that
page

22. Internal Linking
Prioritization
Frequency of linking & Link Position => Votes => This is an important page

23. Internal Linking
Prioritization:
Homepage - Above the fold
Homepage - Rest of page
Every page - Main Navbar
Some pages - Sidebar links
Footer links

24. Internal Linking
Depth
Make important links => Max 2 clicks away from homepage
All pages => Max 5 clicks

26. Being Mobile Friendly
High Ranking Factor on Mobile
Check on Google Mobile-Friendly Test

27. Page Speed
Measure on Google PageSpeed tool
You should get above 85%

28. Structured Data
Ref.: Google Rich Results

29. Structured Data

30. Structured Data

31. Structured Data
Schema.org
Google Structured Data Testing Tool

32. Duplicate Content
Common Technical Mistakes

33. Common Technical Mistakes
Duplicate Content
Problem
How does Google react?
Solution

34. Common Technical Mistakes
URL Parameters
0
3 Different pages for Google

35. URL Parameters - Fix
Parameter changes content => Leave everything
Parameter doesn’t change content (e.g. website.com/page?id=123):
1. Use Canonical URLs
<link rel="canonical" href="https://website.com/page" />
2. Configure Parameters in Webmaster-Tools
Common Technical Mistakes

36. URL Parameters - Fix
2. Configure Parameters in Webmaster-Tools
Common Technical Mistakes
Learn more: Configuring URL Parameters in Webmaster Tools

37. URL Parameters - Fix
Pagination Parameters:
<link rel="canonical" href="{link of current page}" />
<link rel="prev" href="{link of previous page}" />
<link rel="next" href="{link of next page}" />
Common Technical Mistakes
Ref.: Google: Handling Paginated Content

38. Backlinking & Social Sharing
Ref.: The advice that backlinks don’t matter for SEO is BS

39. Backlinking & Social Sharing
Backlinking Matters!
Links for High Domain Authority => Higher SEO Juice
1 link from 10 Sites better than 10 links from 1 site
Social sharing: Not about the sharing buttons, Viral content that solves
problems

40. Research &
Discovery
Content Technical Backlinking &
Social
How are people
searching for things
related to your
product?
How are you serving
such queries?
Competition?
Is my content useful?
Content relevant to
search queries we’re
targeting?
URL, Page title,
Headers, Metas
Sitemap
Internal Linking
Pagespeed
Mobile Friendly
Canonicals
Structured Data
How many are linking
to my site / my pages?
Links from sites with
high domain authority
are preferable
Social sharing ↑

41. More References
How to do programmatic SEO like Yelp and Thumbtack by Bernard Huang
Look for Matt Cutt video, all of them here: TheShortCutts.com
Moz Blog
Quora.com - Search for any SEO question
We Analyzed 1 Million Search Results. Here’s What We Learned About SEO

42. Thanks :)
Contact me:
islam.ameen@basharsoft.com