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Increase Your Product Visibility: SEO Hacks for Product Managers
/Productschool
@ProductSchool /ProductmanagementLA
Motea Alwan
6 years of product management
High focus on the product’s growth
Originally from Syria
Very data-driven
How important is SEO?
How do search engines work?
Ranking factors
Link building strategies
Keywords research
Q&A
Let’s set expectations
How Important is SEO?
100 billion searches every month
Dara source: Internetlivestats
78% of searches are on Google
Dara source: Internetlivestats
Click-trough-rate on search results
Click-trough-rate on search results
How do search engines work?
How do search engines work?
Crawling Spider Browse Links
Your WebsiteHome Websit
e
About Websit
e
Service Websit
e
Contact
Website
Fetch Content
Index and SaveSearch QuerySearch Results
Google indexes everything, but which website shows up on top?
Ranking factors
Domain authority
Does Google trust my website?
unicef.org
vs.
make-money-like-boss.info
Home
Topics
Categories
Details
Details
1 page
20 pages
50 pages
1,000 pages
10,000 pages
Accessibility
Internal sitemaps
Accessibility
Submit Sitemap file in Google Webmaster Tools
Generate XML Sitemap file on xml-sitemaps.com
WesiteA.com WesiteB.com WesiteC.com
Friendly URLs
www.news.mywebsite.com/category/subcategory/news-title
1
Domain
2
Sub-domain
http://consumer.usa.canon.com/ir/controller?act=ModelDetailAct&fcategoryid=145&modelid=11158
vs.
www.dpreview.com/reviews/canonsd400/
3
Folder
4
Path
Sub-domain vs. sub-folder
blog.leatherjackets.com
vs.
leatherjackets.com/blog
Sub-folder always receives and passes authority to lower pages from the root domain
Sub-domain does not always receive authority from the root domain
Title tag
Description tag
Tag length
Backlinks
www.eventbrite.com/e/increase-your-product-visibility-seo-hacks-for-product-managers
From:
https://www.linkedin.com/in/moteaalwanTo:
Backlinks
WebsiteA.com
WebsiteB.com leatherjackets.com
WebsiteC.com
Link from —> cnn.com/article-titlevs.
Link from —> my-random-thoughts.io/title
Anchor text
<a href=“http://www.leatherjackets.com">affordable leather jackets</a>Anchor textStart of
link tagLink referral End of
link tag
jackets
leatherclothing
free
Anchor text
mywebsit
e
Social media posts
Social media profile
s
Directories
Referral
Online article
s
Social book-
marking
Related sites
Email, press releas
e
Backlinks
Quality (domain authority of the linking sites)
Quantity (number of backlinks)
Anchor text
24%
23%20%
15%
6%7%5%
Backlinks
Domain authority
Anchor text/s
On-site keywords
Hosting data
Traffic dataSocial media
Ranking factors
“Duplicate content might make google
ban your website!”
WesiteA.com
“Duplicate content might make google
ban your website!”
WesiteB.com
“Duplicate content might make google
ban your website!”
WesiteC.com
No duplicate content
Checking.. which one is original?
Publish date
Domain authority
Backlinks
Reference links
Page authority
Keywords research
Keywords research
How to select the best keyword to target?
Volume (#queries/month)
Value (expected conversion)
Competition (difficulty to rank high)
Keywords research
Dara source: Experian Hitwise
6+ word phrase
5+ word phrase
4+ word phrase
3+ word phrase
2+ word phrase
1+ word phrase
0 10 20 30 40
Conversion rate / phrase length
Dara source: oneupweb
How to find keywords?
Dara source: oneupweb
What is your business about?
Ask your customers
Brainstorm with your team
Look at your competitors’ websites
Dara source: oneupweb
Dara source: oneupweb
Google autocomplete
Organize keywords in categories
Start with the easiest keywords
Link Building Strategies
1. Create great content
Create content based on specific keywords
Make your content as in-depth as it can be
Visualize the content with images, videos, slides, etc.
Make it the best resource of the topic
2. Find competitors’ backlinks
Use Ahrefs or Open Site Explorer to find backlinks
Reach out to the publishers
3. Create online profiles
Find online platforms and niche directories
Create a profile and add links
4. Link out
Be generous but don’t over do it
5. Link internally
You have a complete control over your website
Pick the right anchor text
6. Write reviews and testimonials
Make sure they know about it
7. Create a blog
Write on a regular basis
Focus on tips and tutorials
8. Fix broken backlinks
Find websites linking to your website
Reach out to them to change the referral or the anchor text
9. Publish interviews
Find related topics to your business on Quora.com
Look for active writers in these topics
Prepare 5-10 questions about the topic they like the most
Reach out and ask nicely to interview them + send the questions
Publish the answers as a whole interview in your blog
Ask them to share the interview link
My favorite
Tracking progress
MOZ Pro
Tracking progress
MOZ Pro
Algorithmic Ranking Factors
make these
before these
