Report Index; # Intro – Who is Ilyas Teker # Overall SEO Analysis # Competitor Analysis # Technical SEO Analysis # Content Analysis & Opportunities # Backlink Analysis (+spam backlink analysis)

1. SEO Analysis & Opportunities
Ilyas Teker
Jan 15, 2016

2. Index
• Intro – Who is Ilyas Teker
• Overall SEO Analysis
• Competitor Analysis
• Technical SEO Analysis
• Content Analysis & Opportunities
• Backlink Analysis (+spam backlink analysis)

3. Who Is Ilyas Teker?
Ilyas has almost ten years of experience in online marketing.
He was an SEO Director at iProspect Chicago, a search
agency with 82 offices in 46 countries. Also, He has given
consultancy to 150+ clients such as Coca-Cola, adidas, Sony
in the USA, UK, and Turkey.
Alongside his seminars on digital marketing, Ilyas writes
articles for several popular websites and gives consultancy
to Fortune 500 companies on their SEO strategies. He is also
a advisor board member of DeepCrawl company.

4. Some of the Companies Consulted on SEO
+200 brands…

5. Detailed Articles Published on Industrial Websites
Reportage With Sosyal Medya Kulübü Magazine
SEO Visibility of Social Networks Over the World
How To Boost Your Revenue With
Online Reputation Management?
SEO Performance of Turkish E-Commerce Sites
14 Common SEO Issues and How to Solve them Using
DeepCrawl
12 Great Reasons to Use SEMrush to Supercharge
Your Content Marketing

6. Some of Recommendations

7. Some of Digital Certifications Owned
BrightEdge Conductor Searchlight Link Research Tools
Optimizely

8. Overall SEO Analysis

9. Overall seo analiz
67 COUNTRIES

10. Uber.com World SEO Visibility
SEO Visibility indicates the visibility of the chosen domain in organic search results. Search Metrics tracks more than 300M keywords in 25
country over the world. Uber shows its best SEO performance in USA, Germany and India.

11. SEO Visibility Changes in the USA
SEO visibility has been descreasing after Google published Newswave Update on 6/19/2015. The possibility to be affected by this update is high.
We need to review, examine and analyze these affected pages.
USA
SEO visibility score: 18,722
Mobile SEO visibility: 20,938
Organic Keywords Count: 29,202

12. SEO Visibility Changes in the UK
SEO visibility which had increased seems to be affected by Pigeon Update which was published in the UK, Canada, Australia by Google. The pages
that were affected by this algorithm should be analyzed to get value for the first page again.
UK
SEO visibility score: 2,539
Mobile SEO visibility: 2,224
Organic Keywords Count: 5,708

13. SEO Visibility Changes in the Germany
SEO visibility may have been affected by Pigeon algorithm in Germany as well as in the UK. Of course, it may have happened because of a
technical change in the website for that period of time.
Germany
SEO visibility score: 2,772
Mobile SEO visibility: 3,082
Organic Keywords Count: 2,825

14. The Analysis of Potential Organic Traffic in The USA, the UK and Germany
The keyword analysis, which includes brand name, taxi, cab and driver keywords in 2nd
page and after, is analyzed for USA, UK and Germany
markets via SearchMetrics. The priority change into these keywords can lead to have an increase in potential organic traffic in these markets.
SERP CTR research with several source

16. USA Organic Traffic Potential (29K Total Keywords Pool)
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in USA market.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .

17. USA Organic Traffic Potential (29K Total Keywords Pool)
Based on this analysis, we can provide estimated extra 258K organic traffic in target keywords among first 3 positions with our SEO strategies.
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 61,150 951,935 369,357 51,162 1,433,604
Estimated Monthly Organic Traffic 11,007 171,348 66,484 9,209 258,048
Keywords Count 72 2,416 1,528 143 4,159
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in USA market.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .

18. Based on this analysis, we can provide estimated extra 258K organic traffic in target keywords among first 3 positions with our SEO strategies.
USA Organic Traffic Potential (29k Total Keywords Pool)
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 61,150 951,935 369,357 51,162 1,433,604
Estimated Monthly Organic Traffic 11,007 171,348 66,484 9,209 258,048
Keywords Count 72 2,416 1,528 143 4,159
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in USA market.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .

19. Let’s Move on With an Example
Keyword: how much do uber drivers make
Position: 12
Search Volume: 18,100
Pos. update: Jan 9
We miss a big potential because of not being
on 1st
page as an example phrase “How much
do Uber drivers make” which can bring us a
direct lead. Especially, when our competitor
publishes an Adwords ad for this target phrase,
we need to create a qualified content and gain
a high position by transferring value from sub
pages into this page.

20. UK Organic Traffic Potential (5700 Total Keywords Pool)
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 4,533 107,749 14,988 9,195 136,465
Estimated Monthly Organic Traffic 816 19,395 2,698 1,655 24,564
Keywords Count 41 1,107 248 30 1,426
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in UK market.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.
Based on this analysis, we can provide estimated extra 24K organic traffic in target keywords among first 3 positions with our SEO strategies.

21. UK Organic Traffic Potential (5700 Total Keywords Pool)
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 4,533 107,749 14,988 9,195 136,465
Estimated Monthly Organic Traffic 816 19,395 2,698 1,655 24,564
Keywords Count 41 1,107 248 30 1,426
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in UK market.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.
Based on this analysis, we can provide estimated extra 24K organic traffic in target keywords among first 3 positions with our SEO strategies.

22. Germany Organic Traffic Potential (2800 Total Keywords Pool)
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 2,604 22,656 1,041 2,874 29,175
Estimated Monthly Organic Traffic 469 4,078 187 517 5,251
Keywords Count 15 391 76 22 504
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in the market of
Germany.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .
Based on this analysis, we can provide estimated extra 5.2K organic traffic in target keywords among first 3 positions with our SEO strategies.
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.

23. Germany Organic Traffic Potential (2800 Total Keywords Pool)
Brand Kws Taxi Keywords Cab Kws Driver Kws Total
Monthly Search Volume 2,604 22,656 1,041 2,874 29,175
Estimated Monthly Organic Traffic 469 4,078 187 517 5,251
Keywords Count 15 391 76 22 504
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
How was the analysis
made?
The keywords including
brand names on 2nd
page and after were
detected for Uber.com
in the market of
Germany.
Also, the keywords
including “taxi”, ”cab”,
and “driver” on 2nd page
and after were analyzed
with search volumes
and positions .
The analysis of estimated monthly organic traffic with these keywords in Google if ranked among first
3 positions.
Based on this analysis, we can provide estimated extra 5.2K organic traffic in target keywords among first 3 positions with our SEO strategies.

24. 287,863
USA + UK + Germany Total Monthly Organic Traffic Potential

25. Overall seo analiz
We’re in 67 COUNTRIES
Estimated Monthly Organic Traffic From Other Countries
50.000? 100.000? 150.000?
More?

26. What Should We Do to Be on the 1st Page for These Keywords?
• Our pages that are on 2nd page and after in Google should be analyzed and optimized.
• The pages should be created for some special keywords.
• All pages which include SEO issues should be edited (the details are included in technical analysis
slides)
• The content quality of pages which are already low-quality should be improved. New contents should
be created. (How? The details are in content slides)
• The target pages which include high search volume keywords should be reviewed with correct internal
linking structure from homepage and subpages.
• If needed, new link building strategies should be developed specifically for these keywords.

27. Competitor Analysis

28. Overall comp analysis seo analiz

29. Competitor Analysis Overview for SEO Performance
Lyft, Sidecar and GoCurb have higher percentages in SEO performances as our competitors despite their keyword counts. Especially, SEO
performance of GoCurb is higher compared to its competitors in the UK.

30. Lyft Has Higher Positions for Some Keywords In The USA
Lyft has higher positions compared to Uber for some keywords in US. We can have higher positions with better SEO strategies including high
search volume keywords and gain more organic traffic.

31. SEO Performances for all known competitors in US
Brand
SEO Visibility
(desktop)
SEO Visibility
(mobile)
Organic Keywords Backlinks
Uber.com 18,722 20,938 29,202 3,095,134
Lyft.com 1,347 961 3,318 985,006
flywheel.com 271 231 239 3,129
ridewithvia.com 981 978 337 3,677
gocurb.com 253 304 623 9,282
side.cr 335 338 386 16,308
Our SEO visibility is generally
better based on keyword count
and backlink count via Search
Metrics tool compared to the
other competitors in US.
However, unfortunately the
positions need to be improved
for some keywords that can be
new leads for us.

32. We Have More Competitors in Search Results
WebSite
Common
Keywords in
Positions
SEO Visibility
(desktop)
SEO Visibility
(mobile)
Organic
Keywords
taxifarefinder.com 7,817 2.401 2,473 48,613
tripadvisor.com 7,487 2,001,035 2,189,722 6,126,863
yelp.com 6,903 2,487,111 2,679,473 7,881,053
wikipedia.org 4,033 53,856,075 55,671,354 24,838,742
yellowpages.com 3,508 651,709 109,676 4,903,936
numbeo.com 3,495 5,413 5,300 32,355
facebook.com 3,401 18,272,026 18,209,555 18,009,767
taxiautofare.com 2,591 43 38 9,551
Other competitors that we have positions in common keywords most in search results
Uber USA SEO Values
SEO visibility score: 18,722
Mobile SEO visibility: 20,938
Organic Keywords Count: 29,202
According to Search Metrics
data, in US we have more
indirect competitors in
common keywords in search
results. We should review this
scenario in our SEO strategy.

33. SEO Performances of Competitors in the UK
Minicabit has surpassed our SEO performance recently once the graphic of SEO Visibility change since 2014 for the UK including other competitors
is reviewed. Benchmarking should be conducted, the difference should be analyzed. According to these, similar or different strategies should be
developed to have a better performance in the UK.

34. Other Values of Competitors for SEO in the UK
Minicabit is ahead of us in desktop, mobile SEO visibility, and total organic keywords when the other competitors are reviewed in the UK. We can
create a strategy by following competitors closely and analyzing the keywords that they gain positions on the 1st
page as we do not.
WebSite
SEO Visibility
(desktop)
SEO Visibility
(mobile)
Total Organic
Keywords
Backlinks
uber.com 2,539 2,224 5,780 3,095,134
gett.com 31 30 764 44,413
hailoapp.com 68 209 734 29,682
kabbee.com 484 514 3,504 4,123
minicabit.com 2,610 3,098 8,972 12,883

35. Minicabit vs Uber in the UK
Minicabit is in the 1st
position for some keywords above compared to Uber in the UK market. Our rank can be among the first 3 positions with
new SEO strategies and new pages.

36. Overall SEO Analysis in Germany
Blablacar has a really higher performance among its competitors in Germany for SEO visibility changes. Uber is the second one after Blablacar. We
should be reviewing Blablacar in this market in detail for the reason why they gain positions on the 1st
page as we do not.

37. SEO Performances of Other Competitors in Germany
Taxi.de and taxi-rechner.de except Blablacar have higher performances in SEO visibility compared to other competitors of Uber in Germany. We
can analyze the best cases in our SEO strategy that is developed based on country.
WebSite
SEO Visibility
(desktop)
SEO Visibility
(mobile)
Total Organic
Keywords
Backlinks
uber.com 2,790 2,842 2,825 3,095,134
taxi-rechner.de 1,688 1,830 4,072 8,125
gocurb.com 16 28 26 9,282
mytaxi.com 82 95 610 147,281
taxi.de 1,310 936 4,387 27,204
wunder.org 0 0 3 73
Blablacar.de 21,800 22,825 12,707 538,856
blacklane.com 389 447 1,352 70,240

38. SEO Values of Competitors in Other Markets
When the competitors of Uber in other markets are reviewed for the first 5 countries; Easytaxi has 83% SEO performance in Argentina (AR), Gett
has 49% SEO performance in India (IN), and OlaCabs has 87% SEO performance in India (IN). To grow in these related markets, we can analyze
these competitors and detect the pages that they cannot gain performances. So we can apply this know-how into the SEO strategies of Uber.
WebSites
∑ SEO
VISIBILITY
WORLD ∑
KEYWORDS
1st Country / SEO
Performance %
2nd Country /
SEO
Performance %
3rd Country /
SEO
Performance %
4th Country /
SEO
Performance %
5th Country /
SEO
Performance %
Uber.com 39,577 49,319 USA-18,722 (49%) DE-2,790 (7%) IN-2,411 (6%) UK-2,230 (%5) CA-1,644 (4%)
Easytaxi.com 2,532 767 AR-3,892 (83%) MX-233 (5%) BR-179(3%) ES-159 (3%) HK-59(%1)
gett.com 353 1,450 IN-106 (49%) RU-39 (18%) CA-9 (4%) DK-7 (3%) HK-7 (3%)
olacabs.com 3,789 2,819 IN-3,152 (87%) MX-182 (5%) BR-68 (1%) DK-62 (1%) AU-56 (1%)
Need more market? I need more time to finish all of them :)

39. What Do The Competitors Do Better?
• They have more SEO related pages.
• The page speed is faster.
• They have created more rich pages and SEO based content

40. Technical SEO Analysis

41. Technical SEO Overview
26,251 pages were
crawled via Deepcrawl
and the issues that affect
SEO performance
negatively were detected
in a technical way. SEO
performance will be
positively improved once
these are fixed.

42. Duplicate Pages (2108 Pages)
https://help.uber.com/ https://help.uber.com/riders
Issue: Pages that share an identical title and near identical content with another page found in the same crawl. Duplicate pages can result in the dilution of
authority signals and social shares, which can affect the potential SEO performance and reduce the crawl efficiency of the site.
Recommendation: A canonical integration for similar pages or an differentiation with distinct content should be implemented.
Same Page

43. Canonical Should be Implemented on These Pages (4314 Pages)
www.uber.com/business?utm_source=New_Orleans&utm_campaign=Drizly
www.uber.com/business?utm_source=panama&utm_campaign=blog1
www.uber.com/business?utm_source=Houston&utm_campaign=Wifi
www.uber.com/business?utm_source=SanDiego&utm_campaign=Staycation
www.uber.com/business?utm_source=LasVegas&utm_campaign=VinliCESBlog
www.uber.com/business?utm_source=NewOrleans&utm_campaign=Drizly
www.uber.com/BUSINESS
www.uber.com/business?utm_source=Boston&utm_campaign=BusinessClassem
www.uber.com/business
www.uber.com/business
The URLs shown with arrow
are the same with the link
above. We should have
Google understand this with
canonical. All pages seem as
duplicate contents.
Issue: The pages with UTM codes are the same with the pages without UTM codes. Google can also index these pages and this causes for us to have a
negative SEO performance.
Recommendation: We should link new URLs with UTM codes to the master page by using canonical meta tags.
Canonical meta tags are not shown
in these pages.

44. 5xx Errors (7 Pages)
Found at: www.newsroom.uber.com/central-coast/san-luis-obispo-and-
ventura-county-your-uber-has-arrived-2/
Example URL: https://newsroom.uber.com/central-coast/san-luis-obispo-and-ventura-county-your-uber-has-arrived-
2/www.midstatefair.com/concert_details.php?id=51
Issue: URLs that return any 5xx Server Error HTTP status code, such as a 503, often caused by a temporary server performance problem or a permanent issue.
It results for us to overuse Google’s crawl rate due to the capacity.
Recommendation: We should fix the issues giving 5xx error. If it happens otherwise, we should remove the link in related page or redirect the existing page to
a new different page with 301 redirect.

45. 4xx Errors (1220 Pages)
Found at: www.newsroom.uber.com/gold-coast/big-week-big-weekend/
404 URL: www.partners.uber.com/faq/questions/
Found at: www.newsroom.uber.com/brisbane/welcome-to-2015-with-uber-
3-3-3/
Another Example
404 URL: www.newsroom.uber.com/DropInBNE
Issue: SEO performance is affected negatively by the pages that are linked to nonexisting pages from other pages and reached by Google bots.
Recommendation: 301 redirect to related pages that give 404 errors in website or removing these links from subpages.

46. Non-301 Redirects (2658 Pages)
Example: https://newsroom.uber.com/2015/01/making-our-roads-safer-for-
everyone-2/
Issue: URLs redirecting with a 302 status tell search engines that the redirect is temporary. Link authority will not be passed from the original to the new URL and search
engines are likely to keep the original URL in their index, instead of the redirected URL. An HTTP Meta refresh tag is normally treated as a 302 redirect by search engines.
Recommendation: 2658 pages should be reviewed and changed into 301 redirect from 302 redirect. We can reserve the value of the pages by transferring in that way.

47. Malformed URLs (33 Pages)
Found at: https://newsroom.uber.com/msp/score-the-ultimate-
timberwolves-package/
Found at: https://newsroom.uber.com/gainesville/uber-spring-4/
Issue: Malformed URLs are not a valid URL format so cannot be requested by the crawler. A URL requires a protocol such as http:// and a valid domain name
limited to specific characters in a specific format.
Recommendation: The links to these URLs should be updated to use correctly formed URLs.

48. Duplicate Titles (487 Pages)
https://www.uber.com/about https://drive.uber.com/oh/about/
Issue: Duplicated titles can be treated as duplicate content by search engines and negatively impact performance of the page.
Recommendation: We should identify pages with duplicate titles and replace with unique page titles.
Different pages
but same titles

49. Short Titles (200 Pages)
https://newsroom.uber.com/waco/
Issue: Pages with a short title tag may have a title generated for them by the search engines.
Recommendation: We should identify pages that can be updated with a longer and more detailed title tag. It gives higher SEO performance for all these
pages.

50. Missing Descriptions (656 Pages)
https://newsroom.uber.com/locations/
Issue: Pages missing description tags get a custom snippet created by the search engines. A unique description is best, but a missing description is preferred to
having a duplicate description.
Recommendation: We should identify pages missing descriptions and add unique descriptions where appropriate.

51. Duplicate Descriptions (529 Pages)
https://help.uber.com/ https://help.uber.com/partners
Other duplicate descriptions with
https://help.uber.com/
help.uber.com/partners
help.uber.com/h/1962e40e-d7e7-468f-a455-d6fb7b8b6723
help.uber.com/h/15b0d4d8-2763-40d4-80c0-ff83a9a37cc4
help.uber.com/h/77f404b4-acea-4136-85de-5c70e266665b
help.uber.com/h/e17b2e96-95a7-437c-a566-53c4c64fd857
help.uber.com/h/4143ff13-b01f-4656-b797-04944b9c936b
help.uber.com/h/146346c0-9ca3-4a94-ac97-719332884335
help.uber.com/h/81a92ea5-c180-4f99-a108-16ac8b9c4fbe
help.uber.com/h/fcd9e993-73f4-475b-985b-524f97783b22
Issue: All pages with a duplicated <meta> description shared by at least one other page in the same crawl. Duplicated descriptions can be treated as duplicate
content by search engines, negatively impacting performance.
Recommendation: We should identify and remove duplicates and add unique descriptions where appropriate.

52. Missing H1 Tags (1975 Pages)
https://www.uber.com/events
More URL Examples
https://join.uber.com/design/
https://join.uber.com/product-marketing/
https://join.uber.com/engineering/
Issue: All 1975 pages without any H1 tags. H1 tags are used to highlight important text on pages, usually the main page body title.
Recommendation: We should identify pages without H1 tags that might benefit from adding one.

53. Multiple H1 Tag Pages (194 Pages)
www.uber.com/
1
2
3
Issue: Every page should have just one H1 tag per page.
Recommendation: We should remove other H1 tags.

54. External links should be marked as nofollow meta tag
https://get.uber.com/go/ihg
There are 1921 pages which are without
nofollow meta tag to paytm.com.
Zomato.com (192 pages)
Vimeo.com (110 pages)
… more
Issue: There’s an issue for transferring to external pages from existing value. Should we really transfer this value to them?
Recommendation: We should add nofollow meta tag to these external URLs. The websites in our network can be excluded.

55. Max Load Time (12.493 Pages)
Found at: www.newsroom.uber.com/denver/the-weekender-15/
Example URL: https://newsroom.uber.com/?s=the+weekender+colorado
Fetch time HTML size (KB) Word count Content size (KB)
Content/HTML
ratio
6.09 93.49 1359 7.96 8.55%
Issue: All URLs exceeding the maximum load time of 2.0 seconds. Slow pages can
negatively impact crawl efficiency and user experience.
Recommendation: We should identify slow pages that can be optimised for improved
performance.

56. Max Redirections (243 Pages)
Example URL: http://uber.com/go/
Example URL: https://newsroom.uber.com/safety
Found at: https://newsroom.uber.com/joe-sullivan-joining-uber-as-first-
chief-security-officer/
Found at: https://newsroom.uber.com/erie/erie-your-uber-is-arriving-now/
Issue: All URLs that redirect more than 4 times. Search engines will only follow a limited number of redirect steps before they stop and redirect chains reduce
crawl efficiency.
Recommendation: We should edit redirections of 243 pages and redirect to final URL.

57. Pages without hreflang Tags (3427 Pages)
https://drive.uber.com/oh/about/ https://drive.uber.com/oh/help/
Issue: There is not hreflang meta on 327 pages. Google may be confused about the language of pages and target of countries.
Recommendation: We can make these pages be identified better by search engines with hreflang integration to these pages and increase our SEO
performance.

58. More?
Need more time for deep-dive analysis :)

59. Content Analysis & Opportunities

62. According to the recent researches, companies has plans investing more in content strategies over next 12 months. We can give more
importance to content marketing as Uber and get more organic traffic from search engines as well.

63. We no longer need more content,
we need more high-quality content.

64. ehow.com Lost Stock Value Because of Low-quality Content

65. Length of Content Impacts the Positions on Search Engines

66. Longer Content Is Shared More on Social Media
According to Moz.com’s
research on their own
blog articles, longer
contents are shared more
on social media channels.
We should consider this
information while we
prepare our content
strategies.

67. Core Content Elements
Before creating content, target users should be identified correctly, persona
analysises should be conducted and targeted content for every persona should
be created.

68. People Like Infographics
We should create more infographics to have more social sharing and backlinks.

69. Uber and contents that show the development of its products
https://www.timetoast.com/timelines/history-of-football--3
People like to consume
contents that they can interact
with. As in this example, we
can create similar content
strategies for Uber and gain
more interaction, sharing and
backlinks.

70. Duplicate Body Content (147 Pages)
https://devblog.uber.com/tag/luggage/ https://devblog.uber.com/tag/bluesmart/
Issue: Pages with duplicated or similar content should be avoided as they may not be indexed and can result in crawl inefficiency.
Recommendation: We should identify pages that have near duplicate page body content with another page, that can be updated to include more unique text
or prevented from being crawled.

71. Minimum Content Size (2251 Pages)
https://help.uber.com/h/f3c11481-d928-49be-89b9-ce6013c97f35 https://help.uber.com/h/e9f1e8ec-78c6-475b-b3cf-eaa0458bec2a
Issue: Pages with less than the minimum content size of 3KB can be classified as 'thin content' and may not be indexed or devalue your site quality.
Recommendation: We should create content above specific word limit for every page. If we do not want these pages to be indexed by search engines, we
need to add noindex meta tag to them.

72. Empty Pages (No Content)
https://newsroom.uber.com/introducing-uberessentials/
Issue: Although there’s no content in some pages, they are allowed to be indexed by search engines. Allowing these pages to be indexed by search engines
harms SEO performance.
Recommendation: We should not allow these blank pages to be indexed by search engines or turn into qualified pages by filling with content in them.

73. How should high-quality content be?
We can prepare a checklist that we can test the quality of created content before publishing. Thus, our content can be more high-quality and get
more interaction by the users.

74. What is 10X Content?
10X content ilk olarak Rand Fishkin tarafindan ortaya atilan bir terim. 10X content is a term that is created by Rand Fishkin. It tells us why the
content should be better 10 times more and what the advantages of 10X content are. You may check out the video here:
https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
Criteria for 10X Content:
# Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc.
# Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and
# Is considerably different in scope and detail from other works on similar topics
# Loads quickly and is usable on any device or browser
# Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration
# Has achieved an impressive quantity of amplification (through shares on social networks and/or links)
# Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources.
We can apply this idea for Uber, too. Let’s check out a few examples.

75. Some Examples of 10X Content- 1
As seen in the examples, this kind of contents take time to create, but they’re shared more by people. Thus, we’re touching more people.
Example 1: http://blog.froont.com/9-basic-principles-of-responsive-web-
design/
Example 2: https://maptia.com/davidheath/stories/burma-an-
enchanted-spirit

76. Some Examples of 10X Content- 2
Example 3:
http://www.nytimes.com/interactive/2015/10/27/world/greenland-is-
melting-away.html
Example 4: http://www.bloomberg.com/graphics/2015-pace-of-
social-change/
Every content that we produce do not need to be 10X content, but our 10X content will lead us to more people.

77. What Can We Do by using 10X Content term?
• We can create more high-quality content that we own transportation as
Coca-Cola does for happiness.
• Developing content that explains the future of driverless cars in Uber’s
plans.
• Creating videos that shows how people are using Uber at the end of year or
providing more interaction with their data on special landing pages.
• More…

78. Backlink Analysis (+spam link analysis)

79. Comparison of Backlink Profile Values for USA Competitors
Backlink profile values are high and qualified compared to USA
competitors of Uber. We can create a strategy distrubuting this value to
the subpages and keywords.
Website
Domain
Authority
SEO
Visibility
(desktop)
SEO Visibility
(mobile)
Total Organic
Keyword
Backlinks Trust Rank
Citation
Rank
Power x Trust
(LRT) Winner?
Uber.com 83 18,722 20,938 29,202 3,095,134 77 56 25 1st
Lyft.com 76 1,347 961 3,318 985,006 39 40 16 2nd
flywheel.com 42 271 231 239 3,129 18 26 8 4th
ridewithvia.com 40 981 978 337 3,677 15 25 8 5th
gocurb.com 41 253 304 623 9,282 25 29 25 3rd
side.cr 57 335 338 386 16,308 24 35 6 3rd
How was the winner calculated?
Domain Authority, Backlinks, Trust, Citation rank and
power*trust are ranked according to the values.

80. Comparison of Backlink Profile Values for UK Competitors
WebSite
Domain
Authority
SEO
Visibility
(desktop)
SEO Visibility
(mobile)
Organic Kw Backlinks Trust Rank
Citation
Rank
Power x Trust
(LRT) Winner?
uber.com 83 2,539 2,224 5,780 3,095,134 77 56 48 1st
gett.com 52 31 30 764 44,413 36 37 16 2nd
hailoapp.com 45 68 209 734 29,682 25 39 9 3rd
kabbee.com 34 484 514 3,504 4,123 18 25 4 4th
minicabit.com 33 2,610 3,098 8,972 12,883 23 36 6 5th
Backlink profile values are high and qualified in the UK compared to the
competitors of Uber as in the USA. We can transfer this value in a
healthy way to the pages for UK market.
How was the winner calculated?
Domain Authority, Backlinks, Trust, Citation rank and
power*trust are ranked according to the values.

81. Comparison of Backlink Profile Values for Germany Competitors
WebSite
Domain
Authority
SEO
Visibility
(desktop)
SEO Visibility
(mobile)
Organic Kw Backlinks Trust Rank
Citation
Rank
Power x Trust
(LRT) Winner?
uber.com 83 2,790 2,842 2,825 3,095,134 77 56 48 1st
taxi-rechner.de 35 1,688 1,830 4,072 8,125 20 18 0 6th
gocurb.com 41 16 28 26 9,282 25 29 25 4th
mytaxi.com 54 82 95 610 147,281 24 37 6 3rd
taxi.de 41 1,310 936 4,387 27,204 26 33 2 4th
wunder.org 19 0 0 3 73 10 9 0 7th
Blablacar.de 47 21,800 22,825 12,707 538,856 27 37 6 2nd
blacklane.com 39 389 447 1,352 70,240 21 35 3 5th
As in the USA and the UK, for backlink profile values, we’re in the first place compared
to the competitors. We can transfer this value to the words that we haven’t got any
positions to increase our SEO visibility.
How was the winner calculated?
Domain Authority, Backlinks, Trust, Citation rank and
power*trust are ranked according to the values.

82. Comparison of Backlink Profile Values for Other Competitors in Other Markets
Website
Domain
Authority
∑ SEO
VISIBILITY
WORLD ∑
KEYWORDS
Backlinks Trust Rank Citation Rank
Power x Trust
(LRT)
Winner
Uber.com 83 39,577 49,319 3,095,134 77 56 48 1st
Easytaxi.com 59 2,532 767 666,357 20 37 6 2nd
gett.com 52 353 1,450 36,359 36 27 16 3rd
olacabs.com 48 3,789 2,819 97,598 26 35 3 4th
Need more competitor? I need more time to finish all of them :)
We’re in the 1st place for backlink profile values when compared to the other
competitors in other markets. There may be a competitor which has higher value but
not in this list. We need to analyze more deeply.
How was the winner calculated?
Domain Authority, Backlinks, Trust, Citation rank and
power*trust are ranked according to the values.

83. Spam Link Analysis
Approximately 162,000
links were downloaded
from Moz, Majestic and
Ahrefs tools.
Sitewide and deleted links
were removed and
remaining links were sent
to be analyzed.
Links uploaded to the
system were analyzed in 33
different criterias and risk
results were evaluated
manually.
How was the analysis conducted?

84. The Risk Categories of Links
The risk percentages of links are seperated as 2% high risk and 86% medium when risk categories of links are reviewed. Reviewing medium links carefully for
the website makes us to understand possible other spam links.

85. The Sub Categories of Links
Subcategories of risky links seem to have 2.5% high risky links. Analyzing these links manually will prevent possible spam filters.

86. Fractions of Risks Based on Text
Risky links has 53% brand keywords and 6% images without alt texts.

87. Some Example of
Risky Links

88. What Should We Do For Risky Links?
We should create a list of
high risky links manually.
We should inform Google about this
created list via Disavow tool.
We should conduct
this analysis regularly.

89. What Should We Do For High-Quality Backlinks?
• We should create 10X contents about our brand and industry. Marketing, product and PR teams should be the teams to work
with.
• We should create listed contents. (10 Wonderful Places You Should See with Uber)
• We should own the transportation term and produce videos not only text and image contents.
• We can create wonderful infographics with our existing data. They will be worth to share and be mentioned.
• We can make interviews with customers who have interesting life stories. These contents will be shared and provide us backlinks.
• What kind of changes and trends will we be waited in our industry? ie. www.Skyscanner2024.com
• We can make a boy’s or girl’s dream come true to go to another city in any country. This will provide us more social sharing and
backlinks.
• We can create videos of interns who starts their experiences at Uber. The pages will be interesting for whom to want to learn
about Uber culture more.
• We can pick 3 lucky Uber members around the world and give them awards. The page that we would create may get links from
all around the world.
• We can open a store and sell cups, tshirts etc. which touch people’s lives. These products will provide us backlinks.

90. Let’s do more TOGETHER ;)
ilyas teker
ilyas.teker@gmail.com

91. APPENDIX
Which tools were used for this report?
Search metrics
SEMrush
Moz
Majestic
Ahrefs
Deepcrawl
Linkresearchtool
Screaming Frog