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Dos and Don’tsby SISTRIX GmbH
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
There’s no minimum length, and there’s no minimum number of articles a day that you have to post, nor even a minimum number
of pages on a website.
In most cases, quality is better than quantity.
– John Müller, Webmaster Trend-Analyst, Google Schweiz
Dos and Don’tsby SISTRIX
SERPs for “euro“ on March 21st, 2016 - Before UEFA EURO 2016
1 Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1Ranking history for “euro“ - uefa.com
Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
SERPs for “euro“
on June 9th, 2016
1 Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1
Measuring the page quality through the user behaviour
Don't optimize for Google but for Google's users
Measuring the page quality through the user behaviour
Dos and Don’tsby SISTRIX
1
CTR
Don't optimize for Google but for Google's users
Measuring the page quality through the user behaviour
Dos and Don’tsby SISTRIX
1
CTR
Don't optimize for Google but for Google's users
Short Clicks (Return to SERP Rate)
Measuring the page quality through the user behaviour
Dos and Don’tsby SISTRIX
1
CTR
Don't optimize for Google but for Google's users
Short Clicks (Return to SERP Rate)
Google needs sufficiently relevant user data from the Top 10 results, but also for each domain (if not enough SERP data is available)
Measuring the page quality through the user behaviour
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
Dwell time Bounce Rate
Measuring the page quality through the user behaviour
Dos and Don’tsby SISTRIX
1 Don't optimize for Google but for Google's users
Dwell time Bounce Rate (1) Google doesn't have data on site bounce
rates.
(2) Google said back in 2008 that bounce rate metrics are spammable and noisy and has said that time and time again.
(3) Last week, Google said not just the above but also that high bounce rates may be the expected behavior on a specific site.
https://www.seroundtable.com/bounce-rates-impact-google-rankings-21840.html
Dos and Don’tsby SISTRIX
1
Preventing "short clicks" is much more important than text length or keyword density
Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1
Look at the Top 10 results to get new ideas for content that users prefer
Preventing "short clicks" is much more important than text length or keyword density
Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
1
Blackfriday.com & Theblackfriday.com
November 2015November 2014
November 2013
November 2012
Don't optimize for Google but for Google's users
Dos and Don’tsby SISTRIX
2 Respect Google’s Guidelines
The Google webspam team dealt out more than 4.3 million manual actions, last year
https://webmasters.googleblog.com/2016/05/how-we-fought-webspam-in-2015.html
Dos and Don’tsby SISTRIX
2 Respect Google’s Guidelines
Especially know your link guidelines inside out
https://support.google.com/webmasters/answer/66356
Dos and Don’tsby SISTRIX
2 Respect Google’s Guidelines
Many SEOs see links as the comfortable shortcut to simulate relevancy to Google: buying, renting, trading, link spam
currency-converter.org.uk
Dos and Don’tsby SISTRIX
2 Respect Google’s Guidelines
serenataflowers.com
Many SEOs see links as the comfortable shortcut to simulate relevancy to Google: buying, renting, trading, link spam
Dos and Don’tsby SISTRIX
3 Don't go overboard with hard anchor texts on external links
https://www.serenataflowers.com/
Dos and Don’tsby SISTRIX
3 Don't go overboard with hard anchor texts on external links
serenataflowers.com >2% = Dangerous!
Dos and Don’tsby SISTRIX
3 Don't go overboard with hard anchor texts on external links
liverpoolfc.com Natural link profile
Dos and Don’tsby SISTRIX
4 Do use Wikipedia style internal links from within the content
http://www.google.com/patents/US8117209?hl=en
Dos and Don’tsby SISTRIX
4 Do use Wikipedia style internal links from within the content
https://en.wikipedia.org/wiki/United_Kingdom
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
zappos.com
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
5 Do control your website's indexing
Dos and Don’tsby SISTRIX
6 Do work with topic- or category-pages
Dos and Don’tsby SISTRIX
6 Do work with topic- or category-pages
http://www.techradar.com/news/photography-video-capture/
Dos and Don’tsby SISTRIX
6 Do work with topic- or category-pages
Dos and Don’tsby SISTRIX
6 Do work with topic- or category-pages
Dos and Don’tsby SISTRIX
6 Do work with topic- or category-pages
Dos and Don’tsby SISTRIX
7 Do find new keywords
A
B
C
Dos and Don’tsby SISTRIX
7 Do find new keywords
Look at the Top 10 results to get new ideas for content that users
prefer
SEO is 50% avoiding mistakes and 50% coming up with great ideas
Dos and Don’tsby SISTRIX
Danke! Thank you!
Dos and Don’tsby SISTRIX
