How to Align SEO within the Product Triangle To Get Buy-In & Support - #RIMC

Learn how to integrate product management principles into your SEO to maximize success.

Transcript

1. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC How to Align SEO within the Product Triangle To Get 
 Buy-In & Support
2. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO & #MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Halló allir! #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC
3. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Thank you for the stunning welcome to Iceland
4. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC AI OVERVIEWS CHATGPT Welcome to the “fine” state of SEO in 2024 #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC GOOGLE DOC LEAKS GOOGLE SEARCH UPDATES
5. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC The pace of changes and the uncertainty that comes with it is at all-time high in search
6. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ It has never been harder to sell SEO
7. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ It has also never been harder to achieve SEO goals
8. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/seofomo-technical-seo-survey/ But, how are we going to achieve goals if most SEOs only see 40-60% of recommendations implemented?
9. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/seofomo-technical-seo-survey/ And way too many of SEO related executions are not implemented as fast as expected either?
10. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Please, make it make sense
11. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ Despite this, a very high share of SEO projects 
 still achieve their goals
12. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ And whenever SEO goals are not achieved, the main reasons are due to lack of execution, resources and cooperation constraints
13. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://www.searchpilot.com/resources/blog/google-is-still-your-biggest-traffic-referrer Google is still the biggest traffic referrer too
14. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC And organic search remains the dominant source of trackable web traffic by far https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf
15. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://www.searchpilot.com/resources/blog/google-is-still-your-biggest-traffic-referrer We clearly still need to better influence and communicate the value and impact of SEO within organizations to execute and win
16. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC That’s easier said than done, especially with the current uncertainty
17. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC The reality is that the bigger the company is, the harder this is due to complex organizational structures and bureaucracy Bureaucracy and need of alignment for buy-in & support
18. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://ahrefs.com/blog/advanced-seo-tactics/ The skills that help to address these challenges are among those considered to be “advanced” by SEOs
19. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://ahrefs.com/blog/advanced-seo-tactics/ Note how most are about SEO strategical alignment with marketing, product and business too
20. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC There's a shortcut around this, though. There are a few product and project management principles and frameworks that can highly facilitate them
21. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 It starts with the Product Triangle, a visual representation of the key areas of influence for product success: The tech, users growth and business
22. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 Unsurprisingly, these are also the 3 areas of stakeholders involved in SEO execution and can make or break its success DEV/UX TEAM MARKETING TEAM BIZ DECISION MAKERS
23. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 An alignment between tech, users growth & biz needs & restrictions is needed to achieve goals
24. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC There are up to 8 fit/misfit permutations between these key areas, where the goal is to align the 3 to “fit” and achieve product success
25. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC SEO should also align with the needs, constraints & goals of these 3 areas to avoid common issues SEO SEO SEO
26. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC For Dev & UX is the lack of Web platform flexibility, overlook of SEO as a findability requirement and gap between bot and human visitor experience Eg. Implementing non- crawlable navigation reliant on JS event execution
27. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Eg. Trying to get better CWV by eliminating 2/3 of products from listing pages For Dev & UX is the lack of Web platform flexibility, overlook of SEO as a findability requirement and gap between bot and human visitor experience
28. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC For users growth/ marketing is the bias toward hitting targets as fast as possible overlooking scalability & long- term ROI Eg. Showing ads for already organically ranked queries to hit PPC forecasts even if it means a lower ROI that SEO
29. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Eg. Developing campaigns in microsites disconnected from the main site presence, not allowing to transfer / leverage attracted value For users growth/ marketing is the bias toward hitting targets as fast as possible overlooking scalability & long- term ROI
30. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC For the business is the focus on the highest ROI within restrictive timelines -with little tech understanding- independent to longer term impact on quality and experience Eg. Featuring twice as many ads per page and adding intrusive vignette ads
31. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Eg. Featuring affiliates outside of the business expertise because they pay more For the business is the focus on the highest ROI within restrictive timelines -with little tech understanding- independent to longer term impact on quality and experience
32. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Love it or hate it, SEO can’t succeed on a silo without them
33. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Here are 3 PM principles to align SEO with the product triangle areas for support & impact SEO SEO SEO COMMUNICATION IMPACT SUPPORT
34. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://cooens.com/knowledge-base/the-joint-application-development-methodology-approach-jad/ 1. Follow JAD Principles to gather “joint” requirements involving stakeholders since early on
35. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Run interviews with the 
 3 key areas stakeholders during SEO analysis/auditing and go beyond goals to take their full context into account in SEO strategy, roadmap and ongoing communication GOALS KPIS ROADMAP CONSTRAINTS / PROBLEMS DEV/UX GROWTH BIZ
36. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC An additional benefit of these sessions : They allow you to spot SEO knowledge gaps, to evangelize, and agree on alternatives for feasibility issues early on together https://www.sketchbubble.com/en/presentation-joint-application-development-jad.html
37. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO 
 CMO +50% SEO Process ROI in 12 months 
 +80% Organic Search Revenue in 12 months 
 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? 
 What’s the organic search revenue? 
 What’s our organic search traffic marketshare? SEO Process ROI YoY 
 Organic Search Revenue YoY 
 Organic Search Traffic marketshare position Organic Search Revenue 
 SEO related Cost (Consulting, resources) Website Organic search traffic 
 Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck 
 Conference Call Head of SEO +50% SEO Process ROI in 12 months 
 +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months 
 +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months 
 +20% Promoted pages Backlinks in 12 months 
 All Optimized Key pages indexability in 6 months 
 All Optimized Key pages crawlability in 6 months What’s the organic search ROI? 
 What’s the organic search revenue? 
 What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? 
 How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? 
 How are we crawling key pages? SEO Process ROI YoY 
 Organic Search Revenue YoY 
 Organic Search Traffic marketshare position 
 Non-branded commercial traffic YoY 
 Targeted queries rankings YoY 
 Promoted pages backlinks YoY 
 Key pages indexed 6 months trend 
 Key pages crawled 6 months trend Organic Search Revenue 
 SEO related Cost (Consulting, resources) Website Organic search traffic 
 Competitors Organic search traffic Non-Branded Commercial organic traffic 
 Organic search rankings 
 Backlinks per pages Ranked Pages 
 Indexed Pages Crawled Pages Analytics Web Traffic Tool 
 Search Console 
 Rank Tracker 
 Backlink Tool 
 SEO Crawler Website Level Per Product line 
 Per Category Per Page Type Monthly Presentation Deck 
 Conference Call 
 Google Sheets … … … … …. …. … Agreeing on what and how you will recommend 
 and report on based on what they care about
38. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Here’s a Sheet version of the SEO measurement and report Planner to set meaningful Goals & KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
39. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://caroli.org/en/user-story/ 2. Create User Stories for each of your SEO recommendations to easily articulate the benefit and desired action at an strategic level
40. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://caroli.org/en/user-story/ Use user stories to also clearly specify acceptance criteria to consider recommendations as done, and establish the connected tasks with each, helpful to spot lack of viability and switch if needed
41. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC The level of granularity of stories tasks & acceptance granularity also help coordination
42. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC 3. Use the (D)RICE model to assess and prioritize SEO recommendations with the highest reach, impact, confidence and lower efforts across involved areas to ensure ROI https://www.intercom.com/blog/rice-simple-prioritization-for-product-managers/
43. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC The model also helps to specify the level of scope, effort and expected impact from each SEO strategy
44. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC .. as well as the connected resources to facilitate spotting feasibility and cost effectiveness issues
45. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC While allowing to also describe the connection and value to each of the product triangle areas
46. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC But where do you bring that expected traffic data from? It’s time to get comfortable with forecasts https://www.intercom.com/blog/rice-simple-prioritization-for-product-managers/
47. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://workspace.google.com/marketplace/app/simple_ml_for_sheets/685936641092 Check out Simple ML for Sheets for free 
 (relying on both ARIMA and ETS models)
48. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://www.advancedwebranking.com/ You can also use AWR Forecasting with your GSC data for clicks & CTR, which automates the process while showing the traffic and revenue impact, as well as PPC cost
49. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Copy my SEO recommendations 
 specification and prioritization template https://docs.google.com/spreadsheets/d/1Z6Rw5VblHC_t6xPC-DB-3OyFyxPXkN71a-LEzr4bhBM/edit?usp=sharing
50. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Bonus: Use the SCR Framework to organize 
 recos & reports for better understanding What we need? What’s the obstacle faced? What to do about it? https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr
51. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC This is also used in storytelling also helpful for ongoing reporting, beyond recommendations too https://speakerdeck.com/aleyda/how-to-develop-successful-seo-reports-number-seokomm Goal: X% of [METRIC] by [DATE] Audience: [ROLE] 
 KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. 
 
 Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART Goal: 30% branded traffic share by December Audience: CEO/CMO 
 KPI: Branded Traffic Share
52. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC You can then describe each reco using 
 the Minto Pyramid Principle to back them https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr
53. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Your SEO recos and reports will be now organized to facilitate understanding & drive action https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr
54. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC It’s time to influence key product stakeholders 
 to influence action and achieve goals MEANINGFUL KPIS CLEAR 
 DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
55. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Think is too much work? This makes it all worthy
56. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Then you and everybody will be actually fine
57. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC Do you want more? Check out this presentation with tips and actions beyond product principles https://speakerdeck.com/aleyda/how-to-make-seo-audits-that-matter-and-get-implemented-for-seo-success-the-extended-edition-at-number-seocampixx
58. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://learningseo.io/seo_roadmap/execute-seo/seo-buy-in/ Take a look at LearningSEO.io Getting SEO Buy- in Section with an aggregation of resources
59. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC https://hub.seofomo.co/ Keep up with the latest news, updates and releases in SEO with the SEOFOMO newsletter
60. #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO & #MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC