Tidying Up Your Web Content - Alli Berry | July 2019
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Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
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Tidying Up Your Web Content - Alli Berry | July 2019
- 1. THE MAGIC OF TIDYING UP YOUR CONTENT Alli Berry The Motley Fool aberry@fool.com | @alliberry3
- 2. ALLI BERRY THE MOTLEY FOOL SEO LEAD/WORLDWIDE SEO LIASON LOCATION Denver, CO HIGHLIGHTS • 8 years of SEO and content marketing experience • Agency and in-house experience • Featured on Moz blog, MozPod, Rank Ranger, A11y Rules
- 3. KEYWORD CANNIBALIZATION When more than one page of your website is designed to rank for the same keyword, and you end up competing with yourself.
- 4. WHY MARIE KONDO AND TIDYING UP? Provides a systematic approach to: 1. Help search engines better understand and prioritize your important pages 2. Allow you to provide the best possible results for your audience in search
- 5. MARIE KONDO METHOD (WITH ADJUSTMENTS) 1. VISUALIZE YOUR DESTINATION 2. DISCARD ENTIRELY AND COMPLETELY 3. TIDY CONTENT BY CATEGORY 4. FOLLOW THE RIGHT ORDER 5. MONITOR AND ADJUST ACCORDINGLY
- 9. DEFINING YOUR TOP KEYWORD TOPICS CREATE A STARTER LIST OF KEYWORD TOPICS • How would a prospect find you in a Google search? ________________________________________________________ WHAT DOES KEYWORD RESEARCH TELL YOU? • Is your language matching the way people search? • Look at search volume, competitive landscape ________________________________________________________ WHAT'S DRIVING THE MOST QUALIFIED TRAFFIC CURRENTLY? • Integrate Google Search Console and Analytics accounts • Set up conversion goals in Analytics
- 10. Keyword Tracking Keyword Tracking Tool of Choice (SEMRush)
- 13. Emulates a search engine bot allowing you to uncover what pages a search engine can and cannot find. Scrapes SEO elements off your pages (title tags, header tags, etc.) for analysis. Helps you uncover issues like broken pages, redirect chains, duplicate content, etc. RUN A SITE CRAWL
- 14. Broken Pages
- 15. Duplicate Pages
- 16. Redirect Chains
- 19. Credit Cards Banking Personal Loans TIDY BY CATEGORY MEANS… Prioritize by impact on your business
- 20. How are we doing now? Google Analytics Organic Keyword Report
- 21. Where are we ranking now? Google Search Console Search Performance Report
- 23. WHICH PAGE IS SPARKING JOY? 1. WHICH PAGE IS PERFORMING BEST? 2. WHICH PAGE BEST ANSWERS THE QUERY FOR A USER? 3. HOW CAN YOU BETTER OPTIMIZE THE ONE YOU WANT TO RANK WELL AND DE-OPTIMIZE THE ONE YOU DON'T WANT?
- 24. Review Page 1
- 25. Review Page 2
- 26. FINDINGS 1. All personal loans discussed are unsecured personal loans. 2. More authoritative author on unsecured page. 3. Overlap in the copy on both pages. 4. There are more internal links pointing to the main personal loans hub. Note: Check external links to each page.
- 27. WHAT TO DO: PERSONAL LOANS HUB • IMPROVE THE PERSONAL LOANS HUB PAGE COPY AND METADATA. • INCLUDE CONTENT ABOUT UNSECURED PERSONAL LOANS IN THE HUB PAGE. • AUDIT AND IMPROVE THE INTERNAL LINKING TO THIS PAGE.
- 28. WHAT TO DO: UNSECURED PERSONAL LOAN PAGE • 301 REDIRECT UNSECURED PERSONAL LOANS PAGE TO THE HUB. • ENSURE ALL VERSIONS (AMP) ARE 301 REDIRECTED PROPERLY. • REMOVE IT FROM THE SITEMAP. • REMOVE ANY INTERNAL LINKS POINTING TO THIS PAGE.
- 29. 4. Follow the Right Order
- 31. HOW TO IMPROVE YOUR PAGES KEYWORD OPTIMIZATION METADATA + H-TAG IMPROVEMENTS CONTENT EXPANSION/RE-WRITE INTERNAL/EXTERNAL LINKING SCHEMA IMPROVEMENTS
- 32. Fresh metadata New author, content rewrite Better keyword optimization
- 33. WHAT TO DO WITH THE DISCARDS
- 34. 301 REDIRECT REDUNDANT PAGES WHEN YOU CAN GET RID OF DUPLICATE PAGES MAKE SURE ALL VERSIONS OF THE PAGE ARE REDIRECTED (AMP, PWA, HTTP/HTTPS, ETC.)
- 36. Use a meta noindex tag
- 38. DE-OPTIMIZE OR REPURPOSE THE PAGE IF THE PAGES AREN'T THE SAME, BUT YOU WANT ONE TO RANK BETTER
- 42. MONITOR YOUR KEYWORD TRACKING AND ANALYTICS DEEP BREATH. HAVE PATIENCE. RESULTS TAKE TIME.
- 43. WHAT IF IT'S NOT THIS GRAPH?
- 44. RETURN TO YOUR OPTIMIZATIONS • REVIEW YOUR COMPETITORS OUTRANKING YOU • TWEAK YOUR CONTENT/ON PAGE OPTIMIZATIONS • EVALUATE INTERNAL/EXTERNAL LINKING • CHECK FOR OTHER TECHNICAL ISSUES
- 45. KEY TAKEAWAYS 1. Set goals. 2. Run crawls to uncover problems – discard these issues. 3. Prioritize and organize your efforts around biggest opportunity topics. 4. Optimize the pages you want performing better; deoptimize or discard pages you don’t. 5. Have patience, monitor, and adjust.