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Drive Execution & Growth: SEO Audits in 2023 & ...

Drive Execution & Growth: SEO Audits in 2023 & Beyond #MozCon

Learn how to facilitate the execution of your SEO audits by following these 7 tips and achieve results fast.

Aleyda Solis

August 08, 2023
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  1. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    The state of SEO auditing in 2023 is Challenging Site got hit by last updates, lost marketshare vs main competitor, won't be able to achieve goals and still have all seo recommendations from the last 6 months in backlog
  2. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Economic uncertainty Other faster, easier- to-understand marketing channels Increasing organization bureaucracy Less buy-in, resources, and support to execute
  3. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Higher implementation constraints Legacy systems- related tech debt New JS-reliant Web frameworks
  4. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Greater difficulty predicting results Search updates Shifting organic real estate in SERPs Potential impact of AI/Generative Search
  5. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s not only you! I asked +370 SEOs working on audits via the SEOFOMO SEO Auditing Survey https://hub.seofomo.co/seo-auditing-survey/
  6. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Most SEOs have a hard time 
 with Audits Execution Too many SEOs (35%) had key recommendations implemented only 50%-69% of the time Only 20% see their recommendations implemented +90% of the time
  7. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    As a consequence, it’s also getting harder 
 to achieve SEO goals Only 17% of SEOs said they achieved goals more than 90% of the time 53% of SEOs said it’s harder achieving SEO goals compared to 2 years ago
  8. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    How to address these SEO auditing and 
 success challenges this year and beyond?
  9. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Let’s go through 7 actions to integrate within 
 your SEO auditing process and recommendations Do a radical SEO prioritization w/ a 10 action plan leveraging storytelling Develop a parallel “SEO low-hanging fruit” framework Set an SEO quality framework Normalize forecasting to kill ambiguity Communicate “no SEO execution” tradeoffs Normalize SEO testing to gain support Use AI or Edge SEO and solutions to accelerate execution 1. 2. 3. 4. 5. 6. 7.
  10. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    1Do a radical SEO audit prioritization w/ a high impact, solution-focused 
 10 actions plan leveraging storytelling
  11. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 2. To Assess 
 Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 To achieve goals more easily, we already prioritize SEO recommendations based on impact and effort
  12. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    There are many frameworks for this, I shared 
 an SEO Actions Prioritization Template to help HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT- S4JA/VIEW
  13. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    However, this is not enough, 
 most SEOs are already doing it https://hub.seofomo.co/seo-auditing-survey/ • +90% of the time: 62% SEOs • 70%-89% of the time: 24% SEOs • 50%-69% of the time: 10% SEOs • 20%-49% of the time: 2% SEOs • -20% of the time: 1% SEOs • Balancing Impact vs Effort • Focus on Business Goals and Objectives Achievement • Setting an Optimized Web Base First • Balancing Resources and Feasibility SEO Prioritization Frequency SEO Prioritization Criteria
  14. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    https://hub.seofomo.co/seo-auditing-survey/ “Insufficient resources, including human resources, budget, or development capacity” https://hub.seofomo.co/seo-auditing-survey/ But it’s clearly not working, we face buy-in, resources, and support issues for execution
  15. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Prioritized Tech SEO Recommendations Should we be surprised though? Even if prioritized, who goes through all of these and has the resources to implement them?
  16. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    + Prioritized Tech SEO Recommendations Prioritized Content Recommendations And those were only the tech SEO ones! What when we add content into the plan? It’s too much!
  17. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    FIXING IMPROVING BUILDING Creating key content to target new relevant queries through user search journey to grow organic conversions further to achieve goals Optimizing key existing content through the customer journey to grow organic conversions for already targeted relevant queries Minimizing crawlability or indexability challenges on key pages to keep and grow rankings, traf fi c and conversions SCOPE OF YOUR SEO RECOMMENDATIONS SCOPE BEFORE Your recommendations shouldn’t include all that matters, is too complex & won’t be done anyway
  18. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s time for a radical prioritization, w/ a maximum of 10 high impact solution driven, action plan FIXING IMPROVING BUILDING Creating key content to target new relevant queries through user search journey to grow organic conversions further to achieve goals Optimizing key existing content through the customer journey to grow organic conversions for already targeted relevant queries Minimizing crawlability or indexability challenges on key pages to keep and grow rankings, traf fi c and conversions SCOPE OF YOUR SEO RECOMMENDATIONS SCOPE LATER
  19. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    You will only include what you should execute now, and leave the rest for future iterations IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 2. To Assess 
 Eliminate anything that doesn’t have a high impact towards your current goals: only must-have, not nice-to- have! Be specific of the scope of the execution (type and number of pages) Clearly specify how each action will help achieve the established seo goal and the business importance Provide examples of what needs to be executed, so it shows viability
  20. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Your recommendations will become 
 easier to go through and execute vs IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 2. To Assess 
 SEO RECOMMENDATIONS BEFORE SEO RECOMMENDATIONS AFTER
  21. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Leverage data storytelling to explain, engage & drive action with each of your recommendations What happened? Why Did it Happen? How to Proceed? SETUP CONFLICT RESOLUTION RECOMMENDATION X WHAT IS THE ISSUE/OPPORTUNITY ABOUT & WHY IS IT SO IMPORTANT CAUSE OF THE ISSUE/OPPORTUNITY PROPOSED SOLUTION FOR ISSUE/OPPORTUNITY
  22. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    WHAT IS THE ISSUE/ OPPORTUNITY ABOUT & WHY IS IT SO IMPORTANT CAUSE OF ISSUE/ OPPORTUNITY PROPOSED SOLUTION FOR ISSUE/OPPORTUNITY WHAT IS THE ISSUE/ OPPORTUNITY ABOUT & WHY IS IT SO IMPORTANT CAUSE OF ISSUE/ OPPORTUNITY PROPOSED SOLUTION FOR ISSUE/OPPORTUNITY SEO RECOMMENDATIONS STTRUCTURE Executive Summary PAGE 1 PAGE 2 PAGE 3 ACTION 3 ACTION 2 ACTION 1 SEO ACTIONS TO ACHIEVE GOALS Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion Data Appendix ACTION 2 ACTION 3 Feature an executive summary at the start 
 to facilitate it further to decision makers WHAT IS THE ISSUE/ OPPORTUNITY ABOUT & WHY IS IT SO IMPORTANT CAUSE OF ISSUE/ OPPORTUNITY PROPOSED SOLUTION FOR ISSUE/OPPORTUNITY ACTION 1
  23. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Remember you’re not paid to spot all 
 SEO issues, but for achieving SEO goals by solving those that are actually hurting the business Feature a maximum of 10 high impact to goals actions Use storytelling to better communicate importance and drive action Add an easy to understand executive summary for decision makers
  24. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    2Develop a parallel “SEO low- hanging fruit” framework to deliver “Quick SEO Wins” Fast
  25. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 SEO long term nature is one of the main 
 reasons for its execution challenges “Lack of time, delays, or impatience from clients expecting immediate results”
  26. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 2. To Assess 
 Low hanging fruit should be the first to prioritize, as they have the highest impact with the lowest effort But there are always context agnostic SEO low- hanging fruit opportunities across processes
  27. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Rankings, Keyword & Competition Research Content Audit T echnical Audit Link Popularity Audit SEO Strategy & Prioritized SEO Roadmap Initial SEO Analysis for an SEO Process Parallel Low Hanging Fruit Assessment Low Hanging Fruit SEO Opportunities Assessment SEO Roadmap Implementation Low Hanging Fruit Recommendations Week 1 Week 2 Week 3 Week 4 Week 5 SEO 
 Process Goals These can be developed in parallel to initial 
 SEO analysis to achieve results much faster SEO Low Hanging Fruit Execution SEO
  28. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Mitigate client or decision maker impatience towards results Show value of SEO implementation faster to gain further support Minimize concerns of complex implementations starting with easiest actions Establish a good coordination base for more complex implementation later on This also helps to address some of the big 
 SEO recommendations execution challenges
  29. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    More traffic for 
 already ranked pages More Popularity 
 for Key Pages Refreshed Targeting 
 to Regain Traffic For example, here are 3 SEO low-hanging fruit actions you can easily execute across processes Improving the CTR 
 of already top- ranked pages Optimizing internal linking 
 of almost best ranking pages Identifying search shifts and content decay to update & rank better
  30. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    These will tend to have an important aggregate traffic impact fast
  31. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Non-Relevant Term for your Site Poor SERPs CTR Relevant Term for your Site Non-Relevant Ranked Page Lack of content to be created to effectively target the query Non-Relevant / Unattractive Titles and Meta Descriptions to Optimize Relevant Ranked Page SERP features inclusion that you’re not leveraging but could SERP features inclusion that you’re not leveraging but can’t use More ads inclusion that lowers CTR Search intent satisfied directly in search results, generating a non-click Content Cannibalization to fix between many similar/relevant pages High Priority 
 Medium Priority 
 No Priority Set a validation checklist for common scenarios of low hanging fruits, eg. poor SERPs CTR
  32. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2 Create resources, like Dashboards to identify top opportunities like this for poorer CTR performers
  33. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    or Sheets workbooks to easily spot important meant to rank pages lacking internal links
  34. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    RYTE AND SEOTESTING. COM Automate the process using tools like Ryte or SEOtesting, that feature CTR Underperformers
  35. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    SEOTESTING. COM Or SEOTesting content decay report to spot 
 pages decreasing in clicks, needing a refresh
  36. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s about tackling common existing scenarios faster to achieve results sooner
  37. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Take a look at my SearchLove presentation 
 for more SEO Low Hanging Fruit tips https://speakerdeck.com/aleyda/seo-low-hanging-fruit-number-searchlove
  38. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    3Set an SEO quality framework not only to catch but also prevent bugs that will hold SEO execution back
  39. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título A lot of effort when executing SEO goes to catching recurring bugs, rather than new actions https://twitter.com/aleyda/status/1506606557966045184
  40. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues We’re stuck at fixing, instead of building 
 which is how we actually achieve goals
  41. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título SEO RECOMMENDATIONS ONGOING SEO EXECUTION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching 
 SEO Errors MONITORING 
 To catch SEO incidents fast This is why it’s fundamental to set an SEO quality framework, that starts when auditing the site
  42. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    “Lack of internal resources, knowledge, or competency in implementing SEO recommendations” With a combination of education, validation and monitoring is how we will be able to address these recurrent issues
  43. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/ WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS It begins with a base of SEO education when delivering the SEO recommendations
  44. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Develop online SEO Training for Tech, Content, 
 PR teams using SEO recommendations insights
  45. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Personalize the training based on the team/audience profile Feature real scenarios & examples from your SEO audit & research Don’t blame or have a negative focus, acknowledge efforts so far It’s critical to show the value of SEO in other teams’ goals, to establish understanding
  46. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES SET RECURRING CRAWLS 
 WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES Strengthen your SEO Quality Framework with a seamless SEO execution validation workflow
  47. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Set & agree with teams the usage of content & tech configuration checklist for common workflows
  48. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES NO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION Automate feasible SEO validations within the Web platform w/ plugins & development support
  49. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Set a release validation workflow, before and 
 after launching, taking “what-ifs” into account
  50. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/ INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE Finally, set a monitoring system to catch 
 negative SEO configurations changes fast
  51. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    LITTLE WARDEN & CONTENTKING Use real-time SEO crawlers like ContentKing 
 or LittleWarden to identify SEO changes quick
  52. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    LITTLE WARDEN & CONTENTKING Configure your real-time monitoring to catch when meaningful tech & content change
  53. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    LITTLE WARDEN & CONTENTKING Set the alerts so they go to the relevant email, slack or pm tool to not be missed
  54. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Nivel de texto 1 Nivel de texto 2 Nivel de texto 3 Nivel de texto 4 Nivel de texto 5 Texto del título WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITY ASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO bugs that hold your execution back
  55. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Learn more about setting a Quality Assurance Framework in this presentation https://speakerdeck.com/aleyda/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-framework
  56. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    4Normalize forecasting based on different execution scenarios to kill ambiguity and set expectations
  57. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    We complain that “Clients prioritize other channels as they fail to understand the impact of SEO recommendations” but we continue saying “it depends” when asked
  58. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s time to stop those “it depends” and start SEO forecasting to give potential outcomes depending on execution support SCENARIO 1 SCENARIO 2 EXECUTING ACTIONS X, Y, Z EXECUTING ACTION X
  59. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    ADVANCED WEB RANKING Develop forecasts with tools like AWR for targeted queries impacted by different SEO actions
  60. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/ You can also use free resources like 
 Miracle’s guide in Excel
  61. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    ADVANCED WEB RANKING Use this to explain how results are tied to execution scenarios and compound over time
  62. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    This will help to establish reasonable expectations and show importance of decision makers support
  63. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    5Communicate “no SEO execution” tradeoffs toward goals and the cost to get them w/ other channels
  64. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Do decision makers still not support SEO despite showing opportunity? Show what they can lose!
  65. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Include in your SEO forecasts how much would it cost to achieve it with paid search, to show how cheap SEO can be
  66. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    As well as how behind they can fall in marketshare, by forecasting competitors & showing gap
  67. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    6Normalize SEO testing to validate hypothesis and win stakeholders' support
  68. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Are decision makers still unsure? Offer doing 
 SEO tests or pilot projects to prove value
  69. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    This is also a way to address obstacles from other areas and eliminate ego and opinions out of SEO execution decision making “Political issues, top management vetoes, or internal conflicts affecting implementation.” “Bureaucratic processes, approval delays, or challenges in communication across stakeholders.”
  70. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    There are now a few SEO tools like SEOTesting or Ryte that facilitate the development of SEO tests SEOTESTING.COM
  71. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    SEOTESTING.COM You can prove the value of your recommendations by executing them faster in a small group of pages, and get support for full execution
  72. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Select a few categories to implement fast and assess impact vs similar unchanged ones: 
 
 * Positive result? Replicate to rest. 
 * Negative outcome? Move to other implementations! For example, to show value and address conversion or speed concerns when featuring FAQs in ecommerce category pages
  73. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    This will facilitate not only decision makers buy-in but eliminate blockers from other areas/channels vs Conversions Speed …
  74. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    7Leverage AI or Edge SEO to accelerate execution in bureaucratic scenarios to prove value & get buy-in
  75. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Despite the hype, most haven’t used AI for SEO auditing but plan to do it • No, but I plan to do it: 53% • Yes, I have: 26% • No, and I don’t plan to do it: 21% Have you incorporated AI? https://hub.seofomo.co/seo-auditing-survey/
  76. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    We’re already used to leverage AI tools or functionalities for content development frase.io
  77. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    But there’s much more potential, with many use cases shared by 26% of SEOs already using AI https://hub.seofomo.co/seo-auditing-survey/ Leveraging AI for Data Analysis and Visualization Language and Content Assistance Technical SEO support Content Audits and Analysis Using AI to classify URLs and conduct analysis across a data set. Using AI tools to explain technical issues to non- technical stakeholders. Using AI tools like Similar.ai and MerchStack for e-commerce. Experimenting with AI tools for content improvement and generating micro-copy. Automation and Efficiency Research and Competitive Analysis Reporting Automation Link Building and Backlinks Seeking ways to improve efficiency, speed up audits, and avoid manual mistakes. Using AI tools for research, analysis, and topic extraction. Automating reports and showcasing the ROI of tasks. Using AI tools for identifying link opportunities and analyzing backlink quality.
  78. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s time to use AI and edge to facilitate the execution of technical SEO configurations in restrictive Web platforms “Technical complexities, limitations, or difficulties in implementing recommendations” “Legacy systems, technical debt, or platform constraints affecting implementation”
  79. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    For example, to implement and automate 
 from structured data to internal linking INLINKS, WORDLIFT
  80. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    INLINKS Using tools like InLinks or Wordlift, 
 by just adding a script on your site pages
  81. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Botify Something similar can be done via Edge SEO solutions leveraging CDN workers
  82. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    These can help to workaround execution bottlenecks to show value and gain support faster
  83. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    “But this will require to <change how methods/ more effort/boss approval/etc.> and that’s hard” Do a radical SEO prioritization w/ a 10 action plan leveraging storytelling Set an SEO quality framework Normalize forecasting to kill ambiguity Communicate “no SEO execution” tradeoffs Normalize SEO testing to gain support 1. 2. 3. 4. 5. 6. 7. Use AI or Edge SEO and solutions to accelerate execution Develop a parallel “SEO low-hanging fruit” framework
  84. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    If you want different results, then you need different approaches that will require change
  85. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    Is it hard? Perfect, fewer people will be willing to do it, meaning less competition for those who do
  86. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It will be hard only at the start too and is not bad if goals are achieved and ROI is positive
  87. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

    It’s about getting SEO goals, whether in new sites