How to improve the SEO fitness of your site - Marieke van de Rakt

Sites get bigger. We keep on adding content but tend to forget to clean up. As the web grows older, more and more sites are growing older and bigger as well. That’s not necessarily a bad thing. Google loves authority, so being around for a long time pays off. However, your website does need to stay fit. Old content needs to be updated, your internal linking strategy needs to stay top-notch and your keyword research has to remain fresh. What can you do to keep your website SEO fit? In this talk, I’ll show you 7 ways to improve the content SEO fitness of your website!

Transcript

1. How to improve the SEO fitness of your site
2. Marieke van de Rakt marieke@yoast.com @mariekerakt
3. Today’s presentation • What is SEO fitness? • Is my site SEO fit (enough)? • How to improve the SEO fitness of your site • Staying SEO fit
4. What is SEO fitness?
5. Why are sites not as SEO fit as they could be?
6. Why are sites not as fit as they could be? • Lots and lots of content • Lack of internal linking • Lack of Schema implementation • Poor quality of texts And…. the demands of Google rise...
7. Google is amazingly smart in reading texts
10. Google tries to mimic a human-being
11. Google does not understand structure
13. Schema.org helps Google with understanding structure
14. SEO fitness is important because: 1. Sites get bigger and older 2. Google is getting smarter
15. Are you SEO fit? Take the quiz! »
16. How to quickly improve the SEO fitness of your site Focus on: 1. Schema 2. Internal linking 3. Great content
17. 1.Improve your schema implementation
18. Schema Pieces
19. Scattered pieces of Schema
20. We connect the puzzle pieces
21. We need some input
23. What’s in it for you?
24. Knowledge panel
27. Yoast Structured data blocks FAQ block How-to block
28. Structured data blocks
29. 2. Improve internal linking
30. Internal linking
31. Which pages are most important?
34. Contextual linking
35. Solve orphaned content
36. Use the text link counter!
37. 3. Improve your content
38. Always start with keyword research
39. 1. Original content 2. Readable content 3. Findable content Quality content should be:
40. Original content
41. Readable content
42. a. Structure of a text
43. b. Clear paragraphs
45. c. Short sentences
46. Findable content
49. Optimizing for the search engines should never compromise your readability
50. No more exact matching keywords
51. Plurals, past tense, synonyms
52. How to quickly improve the SEO fitness of your site Focus on: 1. Schema 2. Internal linking 3. Great content
53. Staying SEO fit
54. Some tips on how to keep up the good work • Craft a to-do list and set goals • Reserve time in your calendar voor SEO • Check out (automation) tools • Develop a routine for recurring tasks (like keyword research) • SEO should be part of your site maintenance
55. Site love
56. Key takeaways • Demands of SEO Fitness have risen • Get fit by focussing on: schema, internal linking and great content • Develop a routine and make SEO part of your site maintenance;
57. Give your site the love it deserves
59. Questions???? marieke@yoast.com @mariekerakt