6 Things Your Boss Expects You Should Know About SEO – Lukasz Zelezny

09 April 2019

Posted in: BSEO

Hosted by Lukasz Zelezny, an SEO consultant with over 15 years of experience working with a wide range of businesses, this talk was the funniest I attended: and one of the most informative.

Overview

How to grab low hanging fruit

Google Search Console and Google Data Studio both allow you to identify keywords that are performing well. These are the easiest to give a little nudge so that they perform even better. You can also use these tools to check how many of your ads get impressions but not clicks, which means you can improve the copy and/or the calls to action.

On-page optimisation

Webpages are written in HTML code. A page’s HTML ratio measures the amount of text that appears on a page compared to the amount of HTML code needed to display. As a rule, web pages with higher text content to HTML ratio tend to be more readable and user-friendly. Using SEMrush’s site audit tool will allow you to identify these pages and optimise them properly.

Merging subdomains into subfolders

Lukaz says that hosting your blog on a subdomain is a bad idea. It hogs all the traffic that could benefit your whole site, affecting traffic and, by extension, rankings. The answer? Moving your blog to a root folder.

Link building through your brand

Talkwalker and Brand24 are two tools that you can use to track mentions of your brand name across the internet. If a blog or publication refers to your brand but does not add a link, you can send them a polite email asking them for one. You never know, they might just say yes!

Plugins

There is a huge range of plugins that will help you extend the functionality and effectiveness of your website. Knowing the right tools for the job is one of the best ways to impress your boss. In his talk, Lukasz suggested several plugins everyone should know, including:

Clout

According to Lukasz, a good server is vital to SEO. Website speed impacts everything from traffic to conversions. People just won’t wait for a page to load, which means investing money in a good server is an absolute must. For the record, Lukasz recommended SiteGround.

Fave quote

“Merging subdomains into subfolders is like building new rooms in your huge castle.”

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