The event, which we held online and free of charge due to the pandemic conditions, was a first for us, and it gave us the excitement of coming together with many more people from different parts of the world, even though we were not physically together.
We have compiled for you the important topics from the presentations of our valuable speakers on SEO, PPC and Content Marketing.
Enjoy reading!
Judith Lewis - Top 12 Tips for Better SEO
Dear Judith Lewis, whom we last hosted on the Digitalzone stage in 2017, was the first speaker of Digitalzone Online this year. Judith, who has been in the digital marketing sector since 1996, provides services in the fields of SEO, PPC, Social Media and Integrated Marketing Communications within the Decabbit Consultancy, which she founded. You can also see Judith judging various search awards around the world.
Joining our event at 7:30 a.m. London time with her wonderful energy, Judith shared with us 12 different optimization and analysis methods, which she prepared based on her own experiences and which can sometimes go unnoticed, for better SEO campaigns in her presentation titled "12 Most Effective Tips for Better SEO Work". The highlights from Judith's delightful presentation are as follows:
Creating a clear user journey chart is actually a task that should be given importance especially in the early stages of proper SEO projects and guides us in all kinds of work throughout the project. We usually do this work in the simplest way by grouping users according to their search intentions. In the first part of her speech, Judith talked about the content strategy determination and content mapping part of this work.
When planning content, it is important to take into consideration the topics that come to mind for users and the questions that personas may ask.
Content should be produced in parallel with the user's purchasing process steps.
When producing content, it is necessary to produce content that users will be eager to share, but is also enriched with important keywords.
You can test the title and meta description tags of your content on the Google Ads side first and use the ones that perform well on the organic side. There is no rule that all the setups that work on the PPC side will work on the SEO side, but these tests will definitely give you an idea of what you need to do.
When determining new content topics, we can easily identify content that our competitors are getting traffic from but that we are not yet listed on, using various SEO tools such as SEMRush, and create new content topics from there.
Most SEO tools now provide a separate group of keywords related to the topic being researched, which are very valuable for identifying new content topics.
The internal links we will provide from the most valuable job seekers database homepage of our site to other subpages will ensure that those pages are seen as more valuable by Googlebot within the site hierarchy. The links provided within the content on the first screen (above-the-fold) that users encounter on the homepage are more likely to be clicked by users, which can lead to better ranking of the pages.
Including the main keyword in the title tags is one of the most important optimizations in SEO even today. Important keywords should be included in the first part of the title tag. At the same time, it is still necessary to be careful that the title tags do not exceed 60-70 characters.
If your brand awareness is very high, the brand name can be included in the first part of the title tag. Otherwise, it is always necessary to include the brand name at the end of the title tag.
The essentials of good content include a good target audience analysis, basing your work on data under all circumstances, and measurement.
Focusing on evergreen or timeless content will help you get more organic traffic in the long run.
Nowadays, content that is written in a simple and understandable way is read more. Content should also be shared on social media.
Pages created for special days or events and receiving good traffic should not be deleted, but reused for a similar purpose. Updating old blog posts from time to time or moving content that you no longer think has a place on your site to different pages and making the necessary redirects also have positive effects in terms of organic traffic.
When determining a KPI, in addition to focusing on a specific position, we should also consider how ranking better for a keyword will add value to our site. The seasonality of the specified keywords must be taken into consideration.
When performing technical analysis for sites, Judith outlined the key areas for priority improvement as follows:
-Detection of duplicate content
-Checking the title and meta description tags of important pages
-Detection of 404 pages linked within the site
-Removal of redirect chains
-Checking the server's response time
The click-through rate (CTR) of keywords is a more accurate metric for measurement, not positions. Google Analytics and Search Console provide us with all the data we need for measurement.
Yigit Konur - How to Manage Large Amounts of SEO Data Using CLI/Terminal?
Being one of the founding partners of Zeo, Yigit is currently a speaker at conferences such as BrightonSEO, the largest SEO conference in Europe, as well as Digitalzone, CMMasters, SEMdays, WMF and inOrbit. He is currently developing the SEO.do project in our product department in Ankara.
Yiğit, who went beyond the concepts we have heard so often in SEO recently and told us a more technical subject, explained how we can integrate Terminal, which is the secret weapon of SEO experts, into our business processes in his enjoyable and interactive presentation. Since a large part of the presentation proceeds through Terminal, we especially recommend that you watch the video.
