8 Fundamentals to get your site "Ready to Rank" 1. CMS & Macro Setup 2. Keywords 3. On-page SEO 4. Content 5. Links 6. Speed 7. UX 8. Google Tools

1. @andrevankets
SEO Masterclass 1/3
R&Y Lunchtime Lecture
12 August 2020

3. SEO101
SEO Fundamentals
SEO201
Tactics to outrank competitors
SEO301
Advanced topics

4. What is SEO?

5. What is SEO
NOT?

6. Why does SEO
matter?

7. How do search
engines work?

8. SEO101
SEO Fundamentals

9. TWO PARTS
1. Ready to Rank
“once off work”
2. Improve Rankings
“ongoing work”

10. Ready to Rank
1. CMS & Setup
2. Keywords
3. On-page SEO
4. Content
5. Links
6. Speed
7. UX
8. Google tools

11. Ready to Rank
CMS & Setup

12. From a technical (SEO)
perspective, do you think it’s
a good idea to use Square
Space or should we stick to
WordPress?

13. SEO Friendly CMS
http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/
http://springnest.com/

14. Not the size of the CMS,
it’s how you use it

15. WordPress > Settings > Reading > Very last setting on that page

16. Sorry, R&Y :

17. CMS Considerations
1. Cost
2. Ease of use
3. Speed
4. Extendable / plugins
5. Custom vs Established
6. Headless CMS

18. site:website.com

19. HTTPS:

20. https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html
https://www.bluecorona.com/case-studies/https-seo
36%
increase in organic traffic
HTTPS:

21. Mobile Friendly
https://search.google.com/search-console/mobile-friendly

22. Mobile First
%Mobile
0
15
30
45
60
2009 2014 2019
54%
33%
22%

23. Ready to Rank
Keywords

24. 1. Keyword Research
2. Keyword Usage / “Density”
3. Keyword & Competitors

25. https://adwords.google.com/KeywordPlanner
http://www.keyword.io/

33. Where / how to use the
curveballs on my site?

34. https://www.link-assistant.com/news/landing-page-optimization.html

35. Competitors &
Keywords

36. https://www.semrush.com/blog/how-to-use-semrush-keyword-research/

37. Ready to Rank
On page SEO

38. https://www.link-assistant.com/news/landing-page-optimization.html

43. /journey/highlights-of-botswana/
/safaris/highlights-of-botswana/

45. Ready to Rank
Content

46. https://www.link-assistant.com/news/landing-page-optimization.html

47. Content (on site)
1. Keywords
2. Page Length
3. Quality
4. Quantity (across site)
5. Velocity

49. Next week…
How you can improve
rankings through content

50. Ready to Rank
Links

51. https://www.link-assistant.com/news/landing-page-optimization.html

52. Links
1. Internal
2. External
3. Anchor text
4. URL from / to
5. Follow / Nofollow
6. Indexing & Crawling

53. Quantity
Quality
Relevance
Location

54. Website A Website B

55. Website A Website B

57. Anchor text
<a href=“/the-link/”>click here</a>
<a href=“/the-link/”>free SEO site review</a>

58. Link tools

59. Ready to Rank
Speed

60. https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904

61. https://www.portent.com/blog/analytics/research-site-speed-hurting-everyones-revenue.htm

62. https://developers.google.com/speed/pagespeed/insights/

64. What does that mean?
• Compress images
• Clean & compress code
• Upgrade Hosting
• Add Browser Caching
• Implement a CDN
https://backlinko.com/hub/seo/pagespeed

68. Wordpress example

69. Gains are possible

70. Ready to Rank
UX

72. E-A-T
https://www.searchenginejournal.com/google-eat-misconceptions/333875/

73. Pogo sticking

74. https://patents.google.com/patent/US20080275882

75. https://conversionxl.com/guides/bounce-rate/seo-impact/
https://backlinko.com/hub/seo/pogosticking

76. https://conversionxl.com/guides/bounce-rate/seo-impact/
https://backlinko.com/hub/seo/pogosticking

77. https://conversionxl.com/guides/bounce-rate/seo-impact/
https://backlinko.com/hub/seo/pogosticking

78. Ready to Rank
Google tools

84. https://analytics.google.com/analytics/academy/

86. https://www.reachlocal.com/sites/default/files/ondemand/attachments/reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf

87. http://www.google.co.za/business/

91. #10
Urg!

92. Yay!

93. Ready to Rank
1. CMS & Setup
2. Keywords
3. On-page SEO
4. Content
5. Links
6. Speed
7. UX
8. Google tools

94. Ready to Rank
“once off”
Improve Rankings
“ongoing”

95. andre@discoverafrica.com