The super trusty MOZ team talk about what 2018 holds and discusses tried and true SEO methods.
It’s hard enough as it is to explain to non-SEOs how to rank a webpage. In an increasingly complicated field, to do well you’ve got to have a good handle on a wide variety of detailed subjects. This edition of Whiteboard Friday covers a nine-point checklist of the major items you’ve got to cross off to rank in the new year — and maybe get some hints on how to explain it to others, too.
Howdy, Moz fans, and welcome to a special New Year’s edition of Whiteboard Friday. This week we’re going to run through how to rank in 2018 in a brief checklist format.
So I know that many of you sometimes wonder, “Gosh, it feels overwhelming to try and explain to someone outside the SEO profession how to get a web page ranked.” Well, you know what? Let’s explore that a little bit this week on Whiteboard Friday. I sent out a tweet asking folks, “Send me a brief checklist in 280 characters or less,” and I got back some amazing responses. I have credited some folks here when they’ve contributed. There is a ton of detail to ranking in the SEO world, to try and rank in Google’s results. But when we pull out, when we go broad, I think that just a few items, in fact just the nine we’ve got here can basically take you through the majority of what’s required to rank in the year ahead. So let’s dive into that.
I. Crawlable, accessible URL whose content Google can easily crawl and parse.So we want Googlebot’s spiders to be able to come to this page, to understand the content that’s on there in a text readable format, to understand images and visuals or video or embeds or anything else that you’ve got on the page in a way that they are going to be able to put into their web index. That is crucial. Without it, none of the rest of this stuff even matters.
II. Keyword researchWe need to know and to uncover the words and phrases that searchers are actually using to solve or to get answers to the problem that they are having in your world. Those should be problems that your organization, your website is actually working to solve, that your content will help them to solve.What you want here is a primary keyword and hopefully a set of related secondary keywords that share the searcher’s intent. So the intent behind of all of these terms and phrases should be the same so that the same content can serve it. When you do that, we now have a primary and a secondary set of keywords that we can target in our optimization efforts.
III. Investigate the SERP to find what Google believes to be relevant to the keywords’s searchesI want you to do some SERP investigation, meaning perform a search query in Google, see what comes back