How to disrupt established markets with SEO in 2015 - LOGIN 2015

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How
How to disrupt established markets with SEO

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About me
Yannis
KaragiannidisHead of Growth @ TransferGo

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Agenda
01 02 03 04
• Why SEO
• Crawling and accessibility
• Sitespeed and performance
• Advanced Data and Keyword research
• Localization and Internationalization
• Advanced link building techniques

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Why Search Engine Optimization matters

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Why Search Engine Optimization matters
Source: ComScore

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Why Startups need SEO
Source: compete.com

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Why Startups need SEO
Source: compete.com

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Agility
Flexibility versus established players
As part of overall SEO efforts all of the elements in the
following (non-exhaustive) list might need to be
manipulated:
• Keyword targeting—which terms you have chosen
to represent your products, content, and brand.
• Site structure—how information on your website is
structured and how you present that information to
users. Are your products and pages properly
differentiated?
• Content strategy—what information are you going
to publish on your site? None? All of it? Who will be
responsible for this?
• The earlier SEO can be integrated into the
business model the better.

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Novelty
The linkbait factor
• Novelty is what linkbait is all about
• Interesting products get immediate press coverage
• Press coverage brings links
• Get the full advantage of the coverage if you ‘re SEO-optimized

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Efficacy of Partial Implementation
Practicing SEO is a bit like practicing meditation—full enlightenment is an
ongoing journey requiring a lifetime of work, but also a little bit will go a
long way.

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Accessibility
Optimizing the accessibility of your website for search engines means that
you optimize your website for humans too.

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Accessibility
#1 - See your website as a crawler
1. Disable JavaScript on your browser
Path: Settings -> Show advanced settings -> Privacy -> Javascript

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Accessibility
2. Disable CSS
Tip: install Google Chrome Web Developer extension

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Accessibility
3. Set user-agent as GoogleBot
Tip: Use the User-Agent Switcher extension

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Accessibility

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Accessibility
Things to check:
1. Can you see all of your menu links (drop downs too!)?
2. Do all of the menu items and links appear as plain text?
3. Are all the links clickable?
4. Does this reveal any text that was previously hidden? (Hidden text can send
a red flag to Googlebot. It might not always be there maliciously, but it
shouldn't be there.)
5. Is your sidebar or widgets content all the way at the top? Remember, your
most important links and content should be at the top of the HTML. This is
more important the bigger the site is.

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Accessibility
#2 – Crawl with a Screaming Frog

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Accessibility
Sort by levels to
see the depth of
your website

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Accessibility
Check where your
pages stand

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Accessibility
Check for
crawling errors

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Accessibility
Find & Fix long titles /
descriptions

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Accessibility
#2 – Crawl with a Screaming Frog // Title & Descriptions guide

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Accessibility
#2 – Crawl with a Screaming Frog // Title & Descriptions guide
Mac
Desktop:
Title: 487px
Description: 928px
Mobile:
Title: 552px
Description: 763px
Tablet:
Title: 552px
Description: 1040px
PC/Generic
Desktop:
Title: 482px
Description: 928px
Mobile:
Title: 550px
Description: 757px
Tablet:
Title: 550px
Description: 1035px

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Accessibility
#2 – Crawl with a Screaming Frog // Sitemaps
Tip: Google Sitemaps

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Accessibility
#2 – Crawl with a Screaming Frog // Indexation metrics

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Accessibility

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Accessibility

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Accessibility
Tip: Use MozBar and SEOQuake chrome extensions

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Accessibility
#3– Duplicate page errors / HTTPS

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Accessibility
#3– Duplicate page errors / HTTPS
• Internal links point to the new HTTPS URLs.
• Redirect all HTTP to HTTPS URLs
• Ensure that all rel=canonical tags within your HTML don’t point to the old
HTTP version..
• Watch Google Webmaster Tools during the transition

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Accessibility
#3– Duplicate page errors / Trailing slash

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Accessibility
#3– Duplicate page errors / Trailing slash
• Select one format, with or without trailing slash
• Change all the internal links
• Put a 301 redirect in place or canonical tags

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Accessibility
#4– Block malicious links to your website
Occasionally, malicious competitors might link to your website with a query
attached to it.
E.g. https://transfergo.com/?thisservicesucks
These pages can get indexed, and replace your normal pages

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Accessibility
#4 – Block malicious links to your website
Fix on .htaccess file:
# Malicious queries
<ifModule mod_rewrite.c> RewriteCond %{QUERY_STRING} querystring [NC]
RewriteRule .* http://example.com/$1? [R=301,L]
</ifModule>
Replace “querystring” with the queries you identify that others link to you

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Sitespeed & Performance

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Optimizing your website’s loading speed will not only give Google better ranking
signals but will improve user experience too

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#1– Measure your page speed // Check your homepage
https://developers.google.com/speed/pagespeed/

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#1– Measure your page speed // Check your different pages types
Check all the different page types your website might have, the results differ
E.g.:
• www.homeaway.com - Score: 74/100
• www.homeaway.com/vacation-rentals/texas/r1139 - Score: 72/100
• www.homeaway.com/vacation-rental/p55664vb - Score: 63/100

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#1– Measure your page speed // Fix according to priorities

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#2– Track pageload in Analytics
On your Google Analytics installation, simply add the following tracking
parameter into the tag:
_gaq.push(['_trackPageLoadTime']);
If you ‘re a high traffic website, you can set a sample size by adding:
_gaq.push(['_setSiteSpeedSampleRate', 5]);

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#3– Use YSLOW plugin
You ‘ll notice 3 levels:
1. YSlow (V2) - Runs the full set of 23 rules
2. Classic (V1) - Runs the first 13 rules
3. Small Site or Blog - Runs 14 rules that apply to small sites
Run #1 if you ‘re getting more than 10k visitors / month
Yslow.org

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#4 – Find large images

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#5 – Use Google’s Closure Tool to minify JS
Google’s Closure compiler will help you minify your JS and reduce the loading
speed
https://github.com/google/closure-compiler

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#6 – Optimize CSS files
cssminifier.com and / or csscompressor.com

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#7 – Install mod_pagespeed for Apache
If you run Apache, use Google’s pagespeed module to boost your loading times
https://developers.google.com/speed/pagespeed/module

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#8 – Browser caching
Leverage browser caching via directives on your .htaccess file for:
• Photos
• CSS
• JavaScript
Timesheet:
5 minutes in seconds = 300
1 day in seconds = 86,400
1 week in seconds = 60,4800
1 month in seconds = 2,629,000
6 months in seconds = 15,774,000
1 year in seconds = 31,536,000 (basically ‘infinite')

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Advanced data & keyword research
Advanced data & keyword research

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Data & Keyword research
Why Keyword research

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If you’re not getting enough search engine traffic to your site, you’re not
using the words your customers use.

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Keyword research can give you:
• traffic to your site by using the words people use when they’re searching
• Better website copy by incorporating terms consumers immediately identify with
• Develop great content ideas
• Better understanding of consumer’s behavior
• Identification of the size of the market
• new revenue streams by using popular keywords to inspire new product and service
ideas.

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Consumer decision funnel

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Consumer decision funnel

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Keyword research
But how to do keyword research?

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Keyword Planner

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Keyword Planner

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Keyword Planner - problems
1. Keyword Planner returns only keywords that are VERY closely related to what
you put into it

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Keyword Planner - problems
2. Keyword planner returns to you the same keywords that returns to anybody
else, including your competitors

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Keywords & competition

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Keyword split
Split the keywords into three categories:
• Head Keywords - single-word keywords with insane amounts of search
volume and competition. They usually don’t convert well. E.g. “watches”
• Body Keywords - 2-3 word phrases that get decent search volume (at least
2,000 searches per month), but are more specific than Head Keywords. E.g.
“men watches”
• Long Tail Keywords - 4+ word phrases that are usually very specific. E.g. “buy
royal london watches online”

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Start Keyword Planner
Get started with Head and Body keywords

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Customize your search criteria
Try >= 2000 monthly searches

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Select Ad groups

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And get grouped keywords and
save keywords

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Start Keyword Planner – Competitive research
A few other ideas other than competitor websites:
• Pinterest pages
• Blog posts
• Wiki pages
• Press releases
• ..and anything that ranks for the keywords you want to rank

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Go Long-Tail: Tools – Soovle.com
Soovle.com is an easy to
use, free tool that shows
you keyword suggestions
results from Amazon,
Wikipedia, Ask.com, Google
Suggest and YouTube.

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Go Long-Tail: Tools – UberSuggest.org
Like Soovle,
UberSuggest.org grabs
information from Google
Suggest. What makes this
tool unique is that it
provides A LOT more
keyword suggestions than
Soovle.

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Go Long-Tail: Tools – Google Webmaster Tools
Sometimes the
best keywords
are the ones you
already rank for
but they rank low

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Go Long-Tail: Tools – Google Trends
Some of the keywords
listed under “Queries”
are potentially lucrative
keywords that the
Google Keyword
Planner won’t show
you.

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Go Long-Tail: Tools – Google Trends
Other than keywords,
get seasonality trends
too.

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Go Long-Tail: Tools – Other tools
• KeywordTool.io - Similar to UberSuggest but it adds a character before AND after the keyword
that you enter
• SEMRush - Instead of entering a seed keyword and getting a long list of keyword ideas,
SEMrush shows you keywords that your competition is already ranking for.
• Keyword Snatcher – crazy amounts of long tail keywords

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Keyword Commercial Intent
You gathered tons of keywords, but which one are worthy? Split them in categories:
• “Buy Now” keywords – keywords that people searching them have literally their credit card in
their hand
• “Product” keywords - searches that focus on a specific product category, brand name, or
service. Searchers tend to be a bit earlier in the buying cycle than people using Buy Now
Keywords.
• “Informational” keywords (e.g. how to..) - The vast majority of keywords online are
Informational Keywords. As you might imagine, people looking for information don’t tend to
convert especially well.
• "Tire Kicker" Keywords (e.g. free, download etc) - they 're very unlikely to convert

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Check cost and competition

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Localization and InternationalizationLocalization and Internationalization

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Localization
#1 – Keyword Research for Local search

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Localization
#1 – Keyword Research for Local search

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Localization
#2 – On-site Optimization
Once you have your keyword set, the next thing you will want to do is optimize
your own website for local search. Let search engines know what locations you
are targeting by including geo-specific information, keywords and phrases in
the specific places on your website as described below

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Localization
#2 – On-site Optimization / Titles & Descriptions
• Locally optimized Titles
• Locally optimized description
• Locally optimized urls and/or breadcrumbs

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Localization
#2 – On-site Optimization / Local content
• Local Address & Phone Number on All Pages
• Location-specific pages
• Locally optimized urls and/or breadcrumbs

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Localization
#3 – On-site Optimization / Content
Write lots of quality content on a regular basis.
You must make a commitment to produce and publish content to your
website (via a blog is fine) on a regular basis and share that content through
social media. The content should be educational, entertaining, or simply
value-added instead of sales-based.

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Localization
#4 – 3rd party exposure
• Get a Google My Business Page.
• Get your business on at least 20 of the top Business Directories, such as
Yelp, SuperPages, YP.com, Bing, Yahoo, Bestoftheweb, etc
• Generate positive reviews through your Google My Business Page and
through Yelp. Focus on both quantity (you should minimally have at least
10 reviews and the most recent 10 should have positive sentiment) and
also velocity (how frequently the reviews come in.)

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Localization
#5 – Link building - Build local links
Don’t wait for local organizations (non-profits, Chambers of Commerce,
trade groups, etc), local partners (suppliers, distributors, vendors), and local
media entities to link to you – request links or find a way where you can
contribute content (written, visual, video) to the link partner site in return for
a link (either embedded in the content, through an author byline, or as part
of a partner page).

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Internationalization
What is Multilingual SEO
Multilingual SEO is the practice of offering optimized website content in a
variety of languages. Multiregional SEO is the practice of creating optimized
website content that is tailored specifically to multiple geographic regions.

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#1 - Domain & URL Structure
ccTLDs (e.g., example.de, example.fr)
Pros (+)
• clear geotargeting
• server location is irrelevant
• easy separation of sites
• legal requirements (sometimes)
Cons (-)
• expensive
• potential availability issues
• more infrastructure
• ccTLD requirements (sometimes)

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Subdomains With gTLDs (e.g., de.site.com, fr.site.com, etc.)
Pros (+)
• easy to set up
• can use Webmaster Tools geotargeting
• allows different server locations
• easy separation of sites
Cons (-)
• users might not recognize geotargeting from the URL alone (is “de” the language
or the country?)

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Subdirectories With gTLDs (e.g., site.com/de/, site.com/fr/, etc.)
Pros (+)
• easy to set up
• can use Webmaster Tools geotargeting
• low maintenance (same host)
Cons (-)
• users might not recognize geotargeting from the URL alone
• single server location
• separation of sites is more difficult/less clear

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#2 - ccTLD & Webmaster Tools Geotargeting

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#3 - hreflang
When do you need hreflang:
• You keep the main content in a single language and translate only the
template, such as the navigation and footer. Pages that feature user-
generated content like a forums typically do this.
• Your content has small regional variations with similar content in a single
language. For example, you might have English-language content targeted to
the US, GB, and Ireland.
• Your site content is fully translated.

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#3 – hreflang – ways of implementation

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#3 – hreflang – the effect

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#3 – hreflang – the effect

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#4 – Hosting location
• Doesn’t really matter, especially if you ‘re on the cloud
• Google deploys crawlers from USA only

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#4 – Hosting location
Advanced link building

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#1 – Whitehat is the new Blackhat

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• Constantly check your anchor text distribution
• Check page-level anchor text distribution too

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Natural anchor text distribution:
• Branded terms
• Generic anchor texts (e.g. click here)
• Naked URLs
• Titles

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#2 – Link relevancy

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#2 – Link relevancy
Andre Weyhner, ex-Googler, in an interview said:
“Getting a link from a high PR page used to always be valuable, today
it’s more the relevance of the site’s theme in regards to yours,
relevance is the new PR."
Tool: http://www.linkresearchtools.com/

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#3 – Link diversity

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#3 – Link diversity

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#4 – Reverse engineer
• Get lists of referring domains of
competitors
• Sort them by Pagerank and Authority

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#4 – Linkbait content

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#4 – Linkbait content
• Outdated content - While some niches have mostly evergreen content (e.g.
dating), most are changing all the time.
• WOW Factor – increase the number of items in aggregation / series articles
(e.g. 100 ideas for home registration)
• Design – find content that ranks well from early 2000 and attack it via the
design

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#5 – Spread your content
• Social media
• Aggregators / curators
• Outreach
• Guestposts

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#6 – Broken link building
Broken link building is a link building tactic where a marketer contacts a
webmaster who has a broken link on his/her site and recommends one or more
alternatives that include his/her target site.

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#6 – Broken link building
Locate broken links:
• http://brokenlinkindex.com/
• http://domainhunterplus.com/
Reach the webmasters:
• Link Research Tools Contact Finder
• BuzzStream.com

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#7 – Unlinked brand / product mentions
Find content that your product is being mentioned without link, and gently
ask for a link

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#8 – Understand what PR people do and create stories
PR people craft stories around people, companies and data

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What you should expect
• Long-term results
• Low acquisition cost versus other channels
• Stability, as long as you follow the guidelines

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Questions?
Reach me at hello@giankar.com

How to disrupt established markets with SEO in 2015 - LOGIN 2015

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