Koray Tuğberk GÜBÜR’s SEO philosophy emphasizes topical authority, which is topical coverage done over a length of time.
Koray highlights prioritizing impressions over clicks for new domains, focusing on the breadth of visibility rather than immediate engagement.
It advocates for diversifying appearances in various SERP features to enhance a site’s overall visibility.
Koray highlights the importance of optimizing for Google Discover by increasing site authority and relevance, and suggests outranking established sources in a niche to gain topical authority.
Regular content updates and understanding the dynamics of initial and re-ranking, particularly in the context of semantics and NLP, are also key.
He recommends using impression data to refine content strategies and interlinking high-quality content for better site structure and engagement.
Staying abreast of search engine algorithm changes and adjusting strategies accordingly is also a crucial aspect of his approach.
Prioritize Impressions Over Clicks
Focus on Impressions and Query Counts for New Domains
When it comes to SEO for new domains, Koray emphasizes the importance of prioritizing impressions over clicks.
This approach involves concentrating more on the number of times a website appears in search results (impressions) and the variety of queries that trigger these impressions, rather than just focusing on the number of clicks received.
This strategy is particularly important for new domains, as it helps in understanding and expanding the reach of the website before focusing on click-through rates.
Diversify SERP Feature Appearances
Aim to Appear in Various SERP Features to Enhance Visibility
Diversifying appearances in different Search Engine Results Page (SERP) features is a key part of Koray’s SEO philosophy.
Regularly checking and aiming to feature in various SERP elements, such as featured snippets, local packs, or knowledge panels, can significantly enhance a website’s visibility.
This tactic is not just about ranking higher, but also about maximizing the real estate your domain occupies in search results, thereby improving overall visibility and user engagement.
Optimize for Google Discover
Increase Site Authority and Relevance for Google Discover
Optimizing for Google Discover is another critical aspect.
This involves increasing the site’s authority and ensuring its content is highly relevant and engaging.
Google Discover is a personalized content recommendation platform, and appearing in Discover can drive significant traffic.
Therefore, focusing on content quality, relevance, and authority can increase the likelihood of being featured in Google Discover, bringing additional visibility and traffic to the site.
Outrank Established Sources
Gain Topical Authority by Outranking Well-Known Sources in Your Niche
Koray advises striving to outrank established sources within your niche to gain topical authority.
This is achieved by creating content that is not only of high quality but also deeply informative and better than what the well-established sources offer.
By outranking these sources, a new website can establish itself as a thought leader and authoritative voice in its niche.
Regularly Update Content
Keep Content Fresh with Updates and Significant Changes
Regularly updating content is essential for maintaining its relevance and freshness.
This involves making significant updates and changes to existing content to ensure it stays accurate, informative, and engaging.
By frequently updating content, websites can remain competitive in search rankings and more appealing to users who are seeking the latest information.
Understand Re-Ranking
Recognize the Difference Between Initial and Re-ranking in SEO
Understanding the difference between initial ranking and re-ranking is crucial.
This involves recognizing how search engines initially rank content and how they might re-rank it based on factors like user engagement, semantics, and natural language processing (NLP).
A deep understanding of these processes can help in optimizing content more effectively for sustained SEO success.
Use Impressions for Content Strategy
Analyze Impressions Data to Refine Content and Improve Indexation
Koray suggests using data on impressions to refine content strategy.
Analyzing the data on how often and for which queries your content appears in search results can provide valuable insights.
These insights can guide improvements in content creation and indexation, ensuring that the website’s content aligns with what users are searching for.
Link Quality Content Together
Interconnect High-Quality Content from the Homepage
Linking high-quality content together, especially making it easily accessible from the homepage, is vital.
This practice helps in guiding visitors through a well-structured journey on your website, increasing engagement and the likelihood of return visits.
It also aids search engines in understanding the site’s structure and content hierarchy, which can positively impact SEO.
Develop a Topical Map
Create a Network of Related Topics for a Robust Semantic Content Network
Developing a topical map involves creating a network of related topics that build a robust semantic content network.
This strategy is about understanding and implementing topic clusters, where related content is interconnected, providing comprehensive coverage of a subject area.
This approach helps in establishing domain authority and improving the site’s overall relevance and context in search results.
Stay Updated with Algorithm Changes
Adjust Strategies in Accordance with Search Engine Algorithm Updates
Finally, staying updated with search engine algorithm changes is imperative.
Search engines like Google frequently update their algorithms, and these changes can significantly impact how websites are ranked.
Keeping track of these updates and adjusting SEO strategies accordingly is essential to maintain and improve search rankings.
This can also include visualizing where search engines want to go rather than relying on what worked in the past.
Examples of More Specific Advice
A simplified case study example:
- Identifying Seasonal Trends and How They Affect Search Rankings:
- 1.1: Ranking well in specific trending searches can improve your overall search rankings.
- 1.2: It’s common to focus on popular topics like celebrities, books, or songs.
- 1.3: Here, we’re looking at famous exams and authors, including their biographies and interviews.
- 1.4: “Trending Node” is a way to link topics using historical data and relevance.
- 1.5: Include these trending topics in your content to seem more authoritative and relevant.
- 1.6: In this case, we’re using author interviews in an e-commerce setting.
- Evaluating Web Page Efficiency:
- 2.1: This is about understanding the effectiveness of your web pages in getting clicks and impressions.
- 2.2: The goal is to have fewer, but more valuable, web pages that get a lot of attention.
- 2.3: It’s not just about the number of clicks, but which pages are getting those clicks and why. This helps in understanding the value each page adds.
- Using Microsemantics for Better Context:
- 3.1: Microsemantics means creating a more detailed and precise context by combining smaller relevant elements.
- 3.2: The meaning of a search query can change based on the words used. For example, “fridge” could be about technology or food storage, and this can lead to more specific topics like eco-friendly appliances.
- 3.3: By making visual and textual adjustments, you can make your content more relevant to the specific context you’re targeting.
- 3.4: In this example, the focus is on topics related to authors and their work.
FAQs – Koray Tuğberk GÜBÜR’s SEO Philosophy
What does prioritizing impressions over clicks mean for new domains in SEO?
Prioritizing impressions over clicks in SEO for new domains means focusing more on the visibility and reach of the website rather than the immediate engagement it receives through clicks.
Impressions refer to how often a site appears in search results, regardless of whether it gets clicked.
This strategy is vital for new domains as it helps them understand the range of their content’s visibility and the different queries bringing users to their site.
By concentrating on impressions, new domains can identify areas for SEO improvement and increase their potential audience, laying a foundation for long-term growth and engagement.
How can diversifying appearances in SERP features enhance a website’s visibility?
Diversifying appearances in various SERP (Search Engine Results Page) features enhances a website’s visibility by increasing its presence in different parts of the search results.
SERP features include elements like featured snippets, local packs, knowledge panels, and image or video carousels.
Appearing in these features means occupying more real estate on the search results page, which can significantly boost a site’s visibility.
This diversification not only helps in attracting more attention from users but also demonstrates a website’s relevance and authority in multiple aspects, potentially leading to increased traffic and user engagement.
What are the key strategies to optimize a site for Google Discover?
Optimizing a site for Google Discover involves focusing on producing high-quality, engaging content that aligns with users’ interests.
Key strategies include:
- Creating content that is fresh, relevant, and offers unique insights or perspectives.
- Ensuring the site has a strong authority and trustworthiness in its niche.
- Using high-quality images and engaging headlines to attract attention.
- Optimizing for mobile-friendliness and fast loading times, as Google Discover is predominantly used on mobile devices.
- Understanding user behavior and preferences to create content that resonates with the target audience. By focusing on these areas, a site can increase its chances of being featured in Google Discover, driving significant traffic and enhancing user engagement.
Why is outranking established sources important for gaining topical authority in SEO?
Outranking established sources in SEO is important for gaining topical authority because it positions a website as a leading and credible source of information in its niche.
When a new website manages to rank higher than well-known, authoritative sites, it signals to search engines and users that its content is exceptionally valuable, informative, and trustworthy.
This achievement not only boosts the site’s visibility but also builds its reputation as an expert in the field.
Gaining topical authority can lead to higher trust from users, increased engagement, and a stronger influence in the niche, all of which are crucial for long-term SEO success.
How does regularly updating content contribute to a site’s SEO success?
Regularly updating content contributes to a site’s SEO success by keeping the website relevant, fresh, and engaging for both users and search engines.
Updating content can involve adding new information, revising existing data to maintain accuracy, or refreshing the layout and presentation.
This practice signals to search engines that the website is active and committed to providing up-to-date information, which can positively influence rankings.
Regular updates can also improve user engagement, as visitors are more likely to return to a site that consistently offers fresh and current content.
Additionally, updated content can re-engage past visitors and attract new ones, leading to increased traffic and improved SEO metrics.
What is the significance of understanding initial and re-ranking in SEO, particularly with regards to semantics and NLP?
Understanding initial and re-ranking in SEO is significant as it involves recognizing how search engines initially index and rank content, and how they might later adjust these rankings based on various factors.
This understanding is particularly crucial in the context of semantics and Natural Language Processing (NLP).
Semantics and NLP allow search engines to interpret the meaning and context of content, beyond just keywords.
By understanding these processes, SEO practitioners can optimize content not only for initial ranking success but also to maintain or improve rankings over time.
This involves creating content that is semantically rich and well-structured, ensuring it remains relevant and valuable to both search engines and users, which is key for long-term SEO effectiveness.
How can impression data be used to improve a website’s content strategy?
Impression data can be used to improve a website’s content strategy by providing insights into how often and for which queries the site appears in search results.
This data helps in understanding the visibility and reach of the content.
By analyzing which pieces of content are getting more impressions and the queries triggering these impressions, website owners can identify what topics and keywords resonate with their audience.
This information can guide the creation of new content or the optimization of existing content to better align with user interests and search trends.
Utilizing impression data effectively can lead to enhanced content relevance, improved search rankings, and ultimately, a more successful content strategy.
What are the benefits of interlinking high-quality content within a website?
Interlinking high-quality content within a website has several benefits:
- Improved User Experience: It guides users smoothly through related topics and information, keeping them engaged and on the site longer.
- Enhanced SEO: Interlinking helps search engines understand the site’s structure and the relationship between different content pieces, which can positively impact search rankings.
- Increased Page Authority: Links from one page to another can distribute page authority throughout the site, boosting the SEO value of individual pages.
- Better Indexing: A well-interlinked website allows search engines to crawl the site more efficiently, improving the chances of all pages being indexed.
- Reduced Bounce Rate: By providing relevant additional reading options, interlinking can keep visitors on the site longer, reducing the bounce rate. In summary, interlinking not only enhances the overall usability of a website but also plays a significant role in improving its SEO performance.
Why is it essential to stay updated with search engine algorithm changes, and how can this impact SEO strategies?
Staying updated with search engine algorithm changes is essential because these updates can significantly impact how websites are ranked and found in search results.
Search engines like Google frequently update their algorithms to improve the relevance and quality of search results.
These updates can introduce new ranking factors, alter the importance of existing factors, or change how certain SEO practices are perceived (positively or negatively).
By staying informed about these changes, SEO professionals can adjust their strategies to comply with the new guidelines, capitalize on new opportunities, or mitigate potential negative impacts on their site’s search performance.
Failing to adapt to these changes can result in reduced visibility, lower rankings, and a decline in organic traffic.
