Usi Yoast SEO e vuoi ottenere tutti i pallini verdi? L'intervento al WordCamp Bari mette in luce qual è il segreto per usare al meglio le analisi di Yoast SEO sul tuo sito.

1. The Yoast traffic light
is not (your) problem

2. Brief intro: The jargon

3. ✓ SEO: Search Engine Optimization
✓ SERP: Search Engine Results Page
✓ Crawler (Bot, Spider): Software SE use
to navigate the web and capture the links
✓ Index: Gigantic database
✓ Rank: Position in SERP
Jargon

4. Yoast SEO: What’s that?

5. Plugin for WordPress,
helps websites optimize
for Search Engines

6. Google

7. Google’s mission

8. To organize the world’s
information and
make it universally
accessible and useful.

9. How Google works

10. Google
Links
Crawlers
Search
Index
Algorithm SERP

11. • Follow links from one web page to another
• Save the all pages (HTML) in the Index
• Match search queries with web pages indexed
• Return results in SERP
How Google (and SE) works

12. INDEXING
≇
RANKING

13. SEO basics

14. SEO:
practice of optimizing your web
pages to make them reach a high
position in the search results of
Google or other search engines.

15. SEO focuses on improving
the rankings in the organic
– that means non-paid –
search results.

16. Google determines the ranking
in SERP through a secret
algorithm. However, the
experience makes us pretty
sure about SEO practice.

17. • Technical aspects
(e.g. quality of the code, speed, accessibility)
• Content related aspects
(e.g. site structure, copy, key phrases)
On-page SEO factors
(all the elements of SEO you can control best)

18. • Links from other websites
• Traffic from social media
• Other marketing activities getting traffic
to the website
Off-page SEO factors
(factors more difficult to manage)

19. Yoast SEO: How it works

20. • Allows you to set up all the SEO technical
elements
• Guides you to set up the On-page factors
(eg Internal linking count)
• Gives you advices on how to improve your content
Yoast SEO

21. Settings:
• General
(Yoast Features,
Webmaster Tools)

22. Settings:
• Search Appearance

23. Output
• snippet
• structured data

24. The scores

25. SEO analysis
(Keyphrase-based
assessments)
• Keyphrase in introduction
• Keyphrase length
• Keyphrase density
• Keyphrase in meta description
• Keyphrase in subheadings
• Link focus keyphrase
• Keyphrase in image alt
attributes
• Keyphrase in title
• Keyphrase in slug
• Previously used keyphrase

26. SEO analysis
(Other SEO
assessments)
• Text length
• Outbound links
• Internal links
• SEO title width
• Meta description length
• Text length for taxonomy
pages

27. Readability
analysis
• Subheading distribution
• Paragraph length
• Sentence length
• Consecutive sentences
• Passive voice
• Transition words
• Flesch Reading Ease
• Text presence
• Single H1

29. So, what should I do, then?

30. To organize the world’s
information and
make it universally
accessible and useful.
Google’s mission

31. Holistic SEO

32. SEO is not a trick.
Make an awesome website, useful
for the users and become the
best result people like to have.

33. • Properly set the technical aspects
• Build a clear site structure
• Choose the right key phrases
• Write awesome content
In short

34. CONTENT
IS KING
(and the secret
to winning)

35. Manage your site
(and write your content)
with your user in your mind

36. Takeaway

37. • SEO is not a magic nor a trick. It’s a strategy
with a lot of hard work under the hood.
• Build a strong and clear site structure.
• Take care of On-page and of Off-page factors
• Properly set up all technical elements
(Yoast is your friend for a lot, but not for all)
Holistic SEO

38. Yoast SEO is a tool, an awesome, useful and
powerful tool, but only a tool.
Write GREAT content with your readers in mind
and use the plugin for improving, but don’t focus
on turning all bullets green. ;-)
But, most important

39. Laura Sacco
Support Engineer @ Yoast
Mentore Digitale®
@lasacco
@lausacco
(or its variations)

40. Thank you :-)