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Táticas avançadas de seo:
Como chegar e se manter no topo
Felipe Bazon
@SeoBazon
@seobazon
www.hedgehogdigital.co.uk
www.hedgehogdigital.co.uk/br
https://seobazon.com
• CRAWL RATE (BUDGET) OPTIMISATION
• OTIMIZAÇÕES AVANÇADAS DE PERFORMANCE
• JAVASCRIPT SEO
• MOBILE FIRST-INDEX OPTIMISATION
• OTIMIZAÇÃO ON-PAGE AVANÇADA
• LINK EARNING
@SeoBazon
O QUE VAMOS VER
HOJE:
CRAWL BUDGET
OPTIMISATION:
OTIMIZANDO O
RASTREAMENTO DO
BOT@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: OTIMIZANDO O
RASTREAMENTO DO BOT
@SeoBazon
ROBOTS.TXT
SITEMAP.XML
ARQUITETURA E ESTRUTURA DE LINKS INTERNOS
CADEIAS DE REDIRECIONAMENTO
DADOS ESTRUTURADOS
ANÁLISES DE LOG DE SERVIDOR
CRAWL RATE (BUDGET) OPTIMISATION: CADEIAS DE
REDIRECIONAMENTO
@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: DADOS ESTRUTURADOS
@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: DADOS ESTRUTURADOS
@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: ANÁLISES DE LOG DE
SERVIDOR
@SeoBazon
OTIMIZAÇÕES
AVANÇADAS DE
PERFORMANCE:
CRITICAL
RENDERING, CRUX
@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: OTIMIZANDO O
RASTREAMENTO DO BOT
@SeoBazon
COMMON SENSE OPTIMISATIONS
SERVIDOR MAIS PARRUDO
UTILIZE UMA CDN
LIGHTHOUSE SPEED METRICS
CRUX REPORTS
CRITICAR RENDERING PATH
CRAWL RATE (BUDGET) OPTIMISATION: LIGHTHOUSE SPEED METRICS
@SeoBazon
https://web.dev/measure
CRAWL RATE (BUDGET) OPTIMISATION: CRUX REPORTS
@SeoBazon
CRAWL RATE (BUDGET) OPTIMISATION: CRITICAL RENDERING PATH
@SeoBazon
link rel="preload" as="style"solicita CSS & JS de forma assíncrona.
O onload atributo no link permite que o CSS OU JS seja processado
quando terminar de carregar.
"nulling" o onload manipulador, uma vez usado, ajuda alguns
navegadores a não chamarem novamente o manipulador ao alternar o
atributo rel.
A referência ao CSS ou JS dentro de um noscript elemento funciona
como um substituto para navegadores que não executam JavaScript.
Você pode aprender mais sobre critical rendering path com o Guia do
Próprio Google
JAVASCRIPT SEO:
O QUE AINDA É
IMPORTANTE
@SeoBazon
JAVASCRIPT SEO: O QUE AINDA É IMPORTANTE
@SeoBazon
TESTAR A RENDERIZAÇÃO
SERVER SIDE RENDERING
USAR POLYFILL
COMPILAR O DOM VIA SSR. CONSIDERE USAR
SHADOWDOM E COLOQUE SEU CONTEÚDO NO
LIGHTDOM SEMPRE QUE POSSÍVEL.
JAVASCRIPT SEO: TESTE DE RENDERIZAÇÃO
@SeoBazon
https://search.google.com/test/mobile-friendly
JAVASCRIPT SEO: GUIA DE RECURSOS
@SeoBazon
https://developers.google.com/search/docs/guides/fix-search-javascript
https://developers.google.com/search/docs/guides/javascript-seo-basics
https://developers.google.com/search/docs/guides/debug
https://developers.google.com/web/fundamentals/web-components/shadowdom
https://developers.google.com/web/fundamentals/web-components/shadowdom#lightdom
http://w3c.github.io/webcomponents/spec/shadow/
MOBILE FIRST-INDEX
OPTIMISATION:
SEU SITE É
REALMENTE MOBILE
FRIENDLY?@SeoBazon
MOBILE FIRST-INDEX OPTIMISATION: SEU SITE É REALMENTE MOBILE
FRIENDLY
@SeoBazon
DÊ PREFERÊNCIA AO RESPONSIVO
GARANTA É RESPONSIVO MESMO!
VERIFIQUE SE JÁ ESTÁ NO MOBILE FIRST-INDEX
GARANTA QUE O CONTEÚDO MOBILE É ≥ DO
DESKTOP
TEMPO DE CARREGAMENTO MOBILE
SEMÂNTICA DO CÓDIGO: DADOS ESTRUTURADOS,
HEADING TAGS, ALT DAS IMAGENS, ETC …
MOBILE FIRST-INDEX OPTIMISATION: VERIFIQUE SE JÁ ESTÁ NO MFI
@SeoBazon
MOBILE FIRST-INDEX OPTIMISATION: VERIFIQUE SE JÁ ESTÁ NO MFI
@SeoBazon
MOBILE FIRST-INDEX OPTIMISATION: CONTEÚDO MOBILE É ≥ DO
DESKTOP
@SeoBazon
MOBILE FIRST-INDEX OPTIMISATION: TEMPO DE CARREGAMENTO
MOBILE
@SeoBazon https://gtmetrix.com/
MOBILE FIRST-INDEX OPTIMISATION: TEMPO DE CARREGAMENTO
MOBILE
@SeoBazon
MOBILE FIRST-INDEX OPTIMISATION: SEMÂNTICA DO CÓDIGO
@SeoBazon
OTIMIZAÇÃO ON-
PAGE AVANÇADA:
E-A-T, TF-IDF &
REASONABLE
SURFER@SeoBazon
OTIMIZAÇÃO ON-PAGE AVANÇADA: E-A-T, TF-IDF & REASONABLE
SURFER
@SeoBazon
ESTRUTURA SEMÂNTICA E CONTEXTUAL
LEGIBILIDADE
REASONABLE SURFER: LINKS INTERNOS
OTIMIZE PARA FEATURED SNIPPETS (RESULTADOS
DESTACADOS)
E-A-T: EXPERTISE, AUTORIDADE E CONFIABILIDADE
TF-IDF: A ALGORITMO BASE DE SEARCH ENGINES
OTIMIZAÇÃO ON-PAGE AVANÇADA: REASONABLE SURFER P/ LINKS
INTERNOS
@SeoBazon
http://www.seobythesea.com/2016/04/googles-reasonable-surfer-patent-updated/
OTIMIZAÇÃO ON-PAGE AVANÇADA: REASONABLE SURFER P/ LINKS
INTERNOS
@SeoBazon
REASONABLE SURFER
SIMPLIFICADO:
“A PROBABILIDADE QUE O
USUÁRIO TEM DE CLICAR EM UM
LINK”
OTIMIZAÇÃO ON-PAGE AVANÇADA: REASONABLE SURFER P/ LINKS
INTERNOS
@SeoBazon
EVITE TRABALHAR ANCHOR-TEXTS EXATOS. DÊ
PREFERÊNCIA PARA FRASES QUE ATRAEM MAIS O
OLHAR DO USUÁRIO E EXPLICAM MELHOR PARA ONDE
ELE SERÁ DIRECIONADO.
UTILIZE ESTILOS PARA DESTACAR O LINK.
UTILIZE O ATRIBUTO TITLE PARA MELHORAR
ACESSIBILIDADE E AJUDAR O BOT.
OTIMIZAÇÃO ON-PAGE AVANÇADA: OTIMIZE PARA FEATURED
SNIPPETS
@SeoBazon
`
OTIMIZAÇÃO ON-PAGE AVANÇADA: OTIMIZE PARA FEATURED
SNIPPETS
@SeoBazon
`
PRO TIP: SEMPRE CRIE LISTAS COM
MAIS DE 8 ÍTENS PARA TRUNCAR OS
RESULTADOS E ESTIMULAR O CLIQUE!
OTIMIZAÇÃO ON-PAGE AVANÇADA: OTIMIZE PARA FEATURED
SNIPPETS
@SeoBazon
PRO TIP: TRABALHE OS TAMANHOS
CORRETOS DE IMAGENS PARA EVITAR
QUE IMAGENS DOS CONCORRENTES
SEJAM EXIBIDAS.
OTIMIZAÇÃO ON-PAGE AVANÇADA: OTIMIZE PARA FEATURED
SNIPPETS
@SeoBazon
OTIMIZAÇÃO ON-PAGE AVANÇADA: E-A-T, E-A-T, E-A-T, …
@SeoBazon
https://webmaster-pt.googleblog.com/2019/09/o-que-os-webmasters-precisam-saber.html
OTIMIZAÇÃO ON-PAGE AVANÇADA: E-A-T, E-A-T, E-A-T, …
@SeoBazon
https://webmaster-pt.googleblog.com/2019/09/o-que-os-webmasters-precisam-saber.html
OTIMIZAÇÃO ON-PAGE AVANÇADA: E-A-T, E-A-T, E-A-T, …
@SeoBazon
https://webmaster-pt.googleblog.com/2019/09/o-que-os-webmasters-precisam-saber.html
OTIMIZAÇÃO ON-PAGE AVANÇADA: E-A-T, E-A-T, E-A-T, …
@SeoBazon
https://webmaster-pt.googleblog.com/2019/09/o-que-os-webmasters-precisam-saber.html
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
“O QUE SIGNIFICA TF-IDF?
TERM FREQUENCY,
INVERTED DOCUMENT
FREQUENCY"
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
“MAS E EM HUMANO?
TF-IDF é um fator de ranqueamento utilizado pelos buscadores (a.k.a
Google) para determinar a importância de um termo com na base
frequência de repetição em documento em comparação com o que
existe na web.
Quanto maior o TF-IDF score mais raro é o termo e vice-versa.”
https://www.onely.com/blog/what-is-tf-idf/
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
UTILIZE A TF-IDF SCORE PARA:
PARA IDENTIFICAR TERMOS COM ALTO VOLUME DE
BUSCAS E BAIXA CONCORRÊNCIA
IDENTIFICAR TERMOS COMPLEMENTARES PARA
DEIXAR O TEXTO MAIS RELEVANTE PARA OS
USUÁRIOS.
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
`
OTIMIZAÇÃO ON-PAGE AVANÇADA: TF-IDF ALGORITMO BASE DE
SEARCH ENGINES
@SeoBazon
LINK EARNING:
PARE DE PERDIR
LINKS E COMECE A
ATRAI-LOS
@SeoBazon
LINK EARNING: PARA DE PEDIR LINKS E COMECE A ATRAI-LOS
@SeoBazon
CONSTRUÇÃO DE MARCA
PRESENÇA ONLINE
EMPODERAMENTO DO PÚBLICO-ALVO
CONSTRUA ATIVOS PARA ATRAIR LINKS
PESQUISAS DE MERCADO COM DADOS PRIMÁRIOS
10X CONTENT
AÇÕES SOCIAIS
LINK EARNING: EMPODERAMENTO DO PÚBLICO-ALVO
@SeoBazon
LINK EARNING: PESQUISAS DE MERCADOS COM DADOS PRIMÁRIOS
@SeoBazon
LINK EARNING: 1OX CONTENT
@SeoBazon
https://sparktoro.com/blog/resources/10x-content-by-rand-fishkin/
LINK EARNING: AÇÕES SOCIAIS
@SeoBazon
https://www.pampili.com.br/a-pampili
LINK EARNING: AÇÕES SOCIAIS
@SeoBazon
E LEMBREM-SE …
@SeoBazon
O BÁSICO É
AVANÇADO!
@SeoBazon
OBRIGADO!
Felipe Bazon
@SeoBazon
@seobazon
seobazon.com
hedgehogdigital.co.uk/br/blog

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Táticas Avanças de SEO: Como Chegar e se Manter no Topo

Notas do Editor

  1. Good morning. Its really great to be here. Shortly, Felipe will be giving you some hand-on, actionable advice regarding Search Intent and the Buyer's Journey.
  2. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  3. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  4. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  5. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  6. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  7. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  8. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  9. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  10. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  11. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  12. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  13. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  14. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  15. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  16. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  17. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  18. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  19. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  20. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  21. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  22. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  23. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  24. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  25. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  26. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  27. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  28. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  29. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  30. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  31. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  32. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  33. intent optimisation can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” It is not really a complicated idea.
  34. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.
  35. So search intent. With each search we are demonstrating an intention: to book a flight and a hotel, to find directions to and from, to define things to do, to buy or to go shopping.