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How to 'SEO' forums, Communities & User-Generated Content

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Slides from my talk at BrightonSEO in September 2019

Veröffentlicht in: Marketing
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How to 'SEO' forums, Communities & User-Generated Content

  1. 1. @SEOStephW #brightonSEO
  2. 2. Why forums? @SEOStephW #brightonSEO
  3. 3. @SEOStephW #brightonSEO Increased SERP visibility
  4. 4. @SEOStephW #brightonSEO Mo’ traffic
  5. 5. @SEOStephW #brightonSEO Keep people on-site
  6. 6. @SEOStephW #brightonSEO Mo’ money
  7. 7. @SEOStephW #brightonSEO Before we go any further...
  8. 8. @SEOStephW #brightonSEO Please Please Please Please Please
  9. 9. @SEOStephW #brightonSEO Use, logical, consistent URL paths
  10. 10. @SEOStephW #brightonSEO
  11. 11. @SEOStephW #brightonSEO
  12. 12. @SEOStephW #brightonSEO
  13. 13. @SEOStephW #brightonSEO
  14. 14. @SEOStephW #brightonSEO YMYL
  15. 15. @SEOStephW #brightonSEO Marvellous.
  16. 16. @SEOStephW #brightonSEO
  17. 17. Duplication @SEOStephW #brightonSEO
  18. 18. Duplication @SEOStephW #brightonSEO Crawling
  19. 19. Duplication @SEOStephW #brightonSEO Crawling Trust
  20. 20. Duplication @SEOStephW #brightonSEO
  21. 21. #brightonSEO People. Are. Lazy. @SEOStephW
  22. 22. #brightonSEO People. Are. Selfish. @SEOStephW
  23. 23. #brightonSEO People. Don’t. Get. SEO. @SEOStephW
  24. 24. #brightonSEO@SEOStephW
  25. 25. #brightonSEO@SEOStephW Duplicate content Awesome webmasters & SEOs
  26. 26. #brightonSEO@SEOStephW Rules Take back control
  27. 27. #brightonSEO@SEOStephW Rules Meta title: ● Min. character limit - users
  28. 28. #brightonSEO@SEOStephW Rules Meta title: ● Prompt users
  29. 29. #brightonSEO@SEOStephW Rules Meta title: ● Existing threads = auto-populate with post content
  30. 30. #brightonSEO <title>Cheese</title> <p>I’m looking for a place to buy Brie near Brighton</p> CheeseChamps.com @SEOStephW
  31. 31. #brightonSEO@SEOStephW <title>Where to buy Brie near Brighton? | European Cheese | CheeseChamps</title> [min character limit] AFTER
  32. 32. #brightonSEO@SEOStephW AFTER
  33. 33. #brightonSEO@SEOStephW UX Help users find stuff
  34. 34. #brightonSEO@SEOStephW UX ● Design well ○ IA ○ Section names
  35. 35. #brightonSEO@SEOStephW UX ● Use internal search!
  36. 36. @SEOStephW #brightonSEO Crawling
  37. 37. @SEOStephW #brightonSEO Pages Crawled per day
  38. 38. @SEOStephW #brightonSEO Pages Crawled per day
  39. 39. @SEOStephW #brightonSEO Pages Crawled per day
  40. 40. @SEOStephW #brightonSEO
  41. 41. @SEOStephW #brightonSEO Da heck is this
  42. 42. @SEOStephW #brightonSEO UGC has the potential to grow exponentially
  43. 43. @SEOStephW #brightonSEO
  44. 44. @SEOStephW #brightonSEO Log file analysis
  45. 45. @SEOStephW #brightonSEO Log file analysis Min 2 weeks of data Look for common sections/themes
  46. 46. @SEOStephW #brightonSEO Sitemap analysis
  47. 47. @SEOStephW #brightonSEO Sitemap analysis Use different sections as sitemaps > Index Look for issues by site area
  48. 48. @SEOStephW #brightonSEO Cruft
  49. 49. @SEOStephW #brightonSEO Cruft
  50. 50. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Thin
  51. 51. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Thin
  52. 52. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Thin
  53. 53. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Thin
  54. 54. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Thin
  55. 55. @SEOStephW #brightonSEO Cruft Set benchmarks Freshness Engagement Spamworthiness Relevance Search volume Low value
  56. 56. @SEOStephW #brightonSEO Dealing with Cruft
  57. 57. @SEOStephW #brightonSEO Dealing with Cruft 410 it 😵
  58. 58. @SEOStephW #brightonSEO Dealing with Cruft 410 it 😵 Robots.txt it 🤖
  59. 59. @SEOStephW #brightonSEO Dealing with Cruft 410 it 😵 Robots.txt it 🤖 Wall it
  60. 60. @SEOStephW #brightonSEO Internal Linking
  61. 61. @SEOStephW #brightonSEO Internal Linking Pagination - are we overdoing it?
  62. 62. @SEOStephW #brightonSEO Internal Linking HTML sitemaps & modules
  63. 63. @SEOStephW #brightonSEO
  64. 64. @SEOStephW #brightonSEO
  65. 65. @SEOStephW #brightonSEO
  66. 66. @SEOStephW #brightonSEO Internal Linking Connect to/from (relevant) static content
  67. 67. @SEOStephW #brightonSEO Brief tangent
  68. 68. @SEOStephW #brightonSEO Content ideation
  69. 69. @SEOStephW #brightonSEO Repeated questions and discussions? Make some awesome static content!
  70. 70. @SEOStephW #brightonSEO
  71. 71. @SEOStephW #brightonSEO Trust
  72. 72. @SEOStephW #brightonSEO Trust is important.
  73. 73. @SEOStephW #brightonSEO Ways to prevent comment spam - Google Webmaster Guidelines
  74. 74. @SEOStephW #brightonSEO
  75. 75. @SEOStephW #brightonSEO Poor quality = Poor trust = Poor rankings
  76. 76. @SEOStephW #brightonSEO How is website trust (most likely) measured?
  77. 77. @SEOStephW #brightonSEO How is website trust (most likely) measured? Link graph Content quality Site hygiene
  78. 78. @SEOStephW #brightonSEO How is website trust (most likely) measured? Link graph Content quality
  79. 79. @SEOStephW #brightonSEO How is website trust (most likely) measured? Link graph Content quality Site hygiene
  80. 80. @SEOStephW #brightonSEO Moderators
  81. 81. @SEOStephW #brightonSEO Gatekeepers of quality & standards Moderators
  82. 82. @SEOStephW #brightonSEO Gatekeepers of quality & standardsModerators Keep things relevant / on-topic Close duplicate threads Ban trolls / spammers
  83. 83. @SEOStephW #brightonSEO Gatekeepers of quality & standardsModerators Keep things relevant / on-topic Close duplicate threads Ban trolls / spammers
  84. 84. @SEOStephW #brightonSEO Gatekeepers of quality & standardsModerators Keep things relevant / on-topic Close duplicate threads Ban trolls / spammers
  85. 85. @SEOStephW #brightonSEO Links
  86. 86. @SEOStephW #brightonSEO Links Review your linking domains & disavow regularly t
  87. 87. @SEOStephW #brightonSEO Links Blanket rel=nofollow UGC links!
  88. 88. @SEOStephW #brightonSEO Expertise
  89. 89. @SEOStephW #brightonSEO Expertise Use verifiable citations for content
  90. 90. @SEOStephW #brightonSEO healthline.com
  91. 91. @SEOStephW #brightonSEO Expertise Expert users Encourage participation & quality responses using gamification
  92. 92. @SEOStephW #brightonSEO
  93. 93. @SEOStephW #brightonSEO
  94. 94. @SEOStephW #brightonSEO Expertise Expert users Make more of them: - Link profile to other sites (entities) - Moderators - Expert-only sections
  95. 95. @SEOStephW #brightonSEO Expert users Links to profiles Links to published work examine.com
  96. 96. @SEOStephW #brightonSEO
  97. 97. @SEOStephW #brightonSEO Check your mobile useability
  98. 98. @SEOStephW #brightonSEO Final thoughts...
  99. 99. @SEOStephW #brightonSEO Did it pay off? YMYL
  100. 100. @SEOStephW #brightonSEO Kinda. Implementation starts YMYL
  101. 101. @SEOStephW #brightonSEO bit.ly/StephW-BSEO19
  102. 102. @SEOStephW slideshare.net/stephanieweight bluearray.co.uk - we’re hiring! @SEOStephW #brightonSEO

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