Hopin.com SEO Case Study 2021

Hi i have created this hopin.com SEO case study after analyzing the hopin.com site. they have potential to grow their organic traffic if they fix basic issues.

Transcript

1. Hopin - Your Place, Your Event SEO Case Study - Prep. By Kuldeep Sharma Linkedin Profile - https://www.linkedin.com/in/kuldeepseohead/
2. Stats Total Pages Indexed ( hopin.com) 43K Total Pages Indexed ( hopin.to) 7k Total Current Monthly Organic Traffic 4.2K Total Keywords Ranking 30k Total Keywords Ranking on Page 1 900 Total Ref. Domains 11.6k * Ranking, Ref. domains and traffic data is as per 3rd party tool called ahrefs. Actual traffic can be 3 to 4 times higher than above number. * Why i highlight the page 1 keywords, because these keywords contribute 80% of the web traffic. As keywords ranking on page 2 to 10 are contribute 20% of traffic.
3. 2 Domains 1 Brand Hopin used to have hopin.to and moved to hopin.com, hopin.to was getting 20k monthly traffic. Issue - As i have seen, hopin.to is redirected with 301(permanent redirect) to hopin.com, but still some 7k urls of hopin.to are indexed in google. Its happening may be because of not following site migration correctly. Solution - Using google search console’s change of addresses tool will solve the problem. Along with some other site migration checklist items needs to be followed.
4. Page Speed at Glance - Part 1 Home Page Mobile Device
5. Page Speed at Glance - Part 2 Event LP Mobile Device
6. Page Speed at Glance - Part 3 Home Page Desktop
7. Page Speed at Glance - Part 4 Event LP Desktop
8. Page Speed at Glance - Part 5 Now As we see, speed score for mobile and desktop devices are too low. Google is planning to include these scores in their core algorithm by may 2021. This can be next task for product and dev teams. Read - https://developers.google.com/search/blog/2020/11/timing-for-page-experien ce Tool used - https://developers.google.com/speed/pagespeed/insights/
9. Core SEO - Part 1 1. Meta Description Tag - Now all event pages has meta description tag along with twitter description and OG description ( facebook). But the issue is all events pages has the same description content. See example below - URL - https://hopin.com/events/sda-virtual-speed-dating Meta Description content - “Hopin is an online events platform where you can create engaging virtual events that connect people around the globe.” Now the page is talking about SDA virtual speed dating, but description tag is saying “hey why don't you book hopin for your virtual event”. Solution - Use 900 pixels or 150 chr content from event page. These 150 chr will be crux of whole event. Same content should come under twitter description and og description tag.
10. Core SEO - Part 2 2. Mark all external links as Nofollow - Lets say i created a event on hopin , now hopin is giving me a option to add my website, social media pages on my event page, now the this is very good step if done in limits but here we are talking everything virtual so everyone can add end number of links to their respective event. Now when you add external link to your page, these sites will drink all your link juice, and google bot also leave site while crawling. Its like water tap running for 24X7 and wasting the water for no cause. So mark all the external links like website, their facebook, linkedin, twitter all the profiles nofollow. Also it will be easy game for link builders, they bombard the site with unnecessary links. Current link structure - <a target="_blank" rel="noopener noreferrer" href="https://thelovepotluck.com">The Love Potluck</a> Proposed link structure - <a target="_blank" rel="noopener noreferrer nofollow" href="https://thelovepotluck.com">The Love Potluck</a>
11. Core SEO - Part 3 3. Event Status -I assuming that after some certain period of time the event will be gone, so in case you can start showing that event url status code 410 ( permanently gone code) instead of 404. Also remove that URL from sitemap as soon as it ended. 4. Schema/ Structure Data - i have checked all the event pages has structure data written under JSON-LD. But some points are invalid or missing , please check with below url and fix them - https://search.google.com/test/rich-results?url&id=MyNqvq8CvX8ZuDue6iTZgw 5. Alt tag - ALt tag is missing from all the images, please add them. It will be great from google image search prespect. 6. A/b tests for content - Do A/b testing for title and description content and pick the winner. Because it will get you more CTR and more CTR will bring more users. 7. Multilingual site - You guys should go with multi language site as after english, you will get spanish, french etc people who want to use your services. You can use https://www.deepl.com/translator for translating english to another language without human intervention.
12. Competidores Eventbrite is currently hopin’s closest competitor in terms of organic traffic. With millions of traffic they are still the best in this industry from traffic perspective. In next slides i am attaching 5 articles on “EventBrite Growth”
13. Reading Pleasure How Eventbrite Onboards New Users Answers To Your Tough Questions About Growth — Learned While Scaling Eventbrite’s $5B+ Growth Engine The Edge of Transformation: Hacking Growth Hacking from Within 4 Best Examples of Marketplace Customer Referral Programs Eventbrite's Playbook for Building Amazing Customer Service from Scratch