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How to Develop International SEO Audits for Success #IntSS

How to Develop International SEO Audits for Success #IntSS

In this presentation you'll learn the criteria, process and areas to focus on to develop international SEO audits for success.

Aleyda Solis

November 17, 2022
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  1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI

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  2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Targeting
    International
    markets can be
    a great way to
    diversify and
    scale your
    business online

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  3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Google has become much better at understanding
    language with BERT and now with MUM

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  4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    In fact, international sites decreased their rankings/traffic
    from non-relevant markets during recent Google Updates

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  5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    But ranking
    across
    competitive
    industries in
    international
    markets can
    be tough

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  6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    There are important well-known optimization

    challenges through the internationalization process
    Targeting

    non-profitable
    markets
    Ranking with
    the wrong
    pages in
    international
    markets
    Not optimizing
    content using
    local audience
    search behavior
    TARGETING GEOLOCATION LOCALIZATION

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  7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    You risk spending a high share of your time fixing issues
    rather than building impactful stuff that achieves goals

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  8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    With limited resources and timelines across many

    markets to execute SEO activities and get results

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  9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    https://developers.google.com/search/docs/specialty/ecommerce?hl=en
    It’s why you can’t
    just follow
    “international SEO
    best practices”
    which are great to
    avoid missing
    things, but not to
    drive a strategy

    View Slide

  10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    FOCUS ON
    IMPACTFUL
    INTERNATIONAL
    OPTIMIZATION
    ACTIONS
    PROVIDE
    SOLUTIONS TO
    FACILITATE
    IMPLEMENTATION
    HELP TO
    ESTABLISH
    SYSTEMS TO AVOID
    EXECUTION
    MISTAKES
    Let’s see how you can tackle this with your international
    SEO audits, following 3 steps
    1. 2. 3.

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  11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Focus Your Audit on
    Impactful International
    Optimization Areas
    1


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  12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Your International SEO audit should assess on those core

    areas influencing targeting, geolocation & localization
    Launching in too many
    non-profitable markets
    Using the wrong
    international targeting for
    your business
    Using the wrong Web
    structure for your
    International Markets
    International Web
    Versions crawlability and
    intrusivity issues
    Incorrectly Implemented
    Hreflang annotations
    Lack of content and web
    experience optimization
    towards the international
    audience search
    preferences
    TARGETING GEOLOCATION LOCALIZATION

    View Slide

  13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Start by auditing the Website International Targeting
    Launching in too many
    non-profitable markets
    Using the wrong
    international targeting for
    your business
    Using the wrong Web
    structure for your
    International Markets
    International Web
    Versions crawlability and
    intrusivity issues
    Incorrectly Implemented
    Hreflang annotations
    Lack of content and web
    experience optimization
    towards the international
    audience search
    preferences
    TARGETING GEOLOCATION LOCALIZATION

    View Slide

  14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    You don’t need to target all markets at the same time

    just because your industry leaders are doing it so

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  15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Or enabling all language versions for every country you
    target since most won’t bring meaningful search traffic

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  16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    This is how you end up with the common issue

    of not having resources for localization or optimization
    “I don’t have enough resources to localize

    and optimize for all the markets”
    Someone who enabled too many international Web versions

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  17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Assess the potential markets traffic starting point, search
    potential as well as relevance from a business perspective
    COUNTRY AND
    LANGUAGE
    CURRENT
    ORGANIC
    SEARCH TRAFFIC
    SEARCH
    COMPETITION
    LEVEL
    SEARCH VOLUME
    OPPORTUNITY
    SEARCH
    TREND IN
    MARKET
    SEARCH
    ENGINE
    USED
    CAPACITY TO
    PERFORM
    BUSINESS
    OTHER
    TRAFFIC
    DRIVES
    Canada in
    English
    300 per month High
    2,000,000 searches
    per month
    Positive Google High Affiliate
    USA in English 500 per month Medium
    3,000,000 searches
    per month
    Negative Google Medium
    Social


    Affiliate
    USA in Spanish 200 per month Medium
    2,500,000 searches
    per month
    Positive Google Low
    Social


    Affiliate
    … … … … … … … …

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  18. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Check if there’s a minimum search traffic potential

    for profitability to prioritize your efforts on them
    https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/

    View Slide

  19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
    Google supports language and country targeting,

    but not “continent”, which should be avoided

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  20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    So if a .eu version is used you will have a harder time
    geolocating it and end up running into duplication issues
    vs

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  21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    What countries should have an EU version in English

    if there’s already a UK one in English? Hard to leverage!

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  22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Yes No
    Yes No
    IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS?
    COUNTRY TARGETING LANGUAGE TARGETING
    IS THERE ENOUGH TRAFFIC & CONVERSIONS TO
    TARGET EACH COUNTRY?
    An online
    shop will
    likely be
    country
    targeted
    It’s then critical to correctly identify your relevant
    international targeting, to make the rest consistent
    A Tech blog
    will likely
    language
    target

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  23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Search demand behavior should be identified and
    compared per market to assess similarities/differences

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  24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Depending on industry/biz model & language variation,
    you might prefer to language rather than country target
    vs

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  25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    brand.eu/es-es/


    brand.eu/fr-fr/


    brand.eu/de-de/


    brand.eu vs
    If you really need to use .eu domains, use them as if they
    were gTLDs, with country folders/subdomains with them

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  26. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Like Patagonia
    does here,
    targeting France
    with a French
    version within
    a .eu subdomain

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  27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Continue assessing the site geolocation towards the
    targeted markets and consistent configuration
    Launching in too many
    non-profitable markets
    Using the wrong
    international targeting for
    your business
    Using the wrong Web
    structure for your
    International Markets
    International Web
    Versions crawlability and
    intrusivity issues
    Incorrectly Implemented
    Hreflang annotations
    Lack of content and web
    experience optimization
    towards the international
    audience search
    preferences
    TARGETING GEOLOCATION LOCALIZATION

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  28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Many International
    sites are held back

    by their Web
    structure, since all
    have pro’s and con’s
    https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites

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  29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    JD Sports target countries via ccTLDs and Asos via
    subdirectories within gTLDs, both approaches are valid
    vs

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  30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Check your
    international
    search results to
    see which Web
    structure is used
    by the ranked
    sites and their
    popularity
    ccTLD
    gTLD
    ccTLD
    gTLD
    gTLD
    ccTLD
    ccTLD

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  31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    You can use
    VPNs or browser
    extensions

    to simulate
    international
    search results
    https://seominion.com/

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  32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Are your top
    competitors in
    new target
    markets using
    ccTLDs?
    Yes
    Yes
    USE A NEW
    CCTLD FOR THE
    NEW COUNTRY
    MARKET
    No
    No
    USE GEOLOCALIZED
    SUBDIRECTORIES IN
    YOUR CURRENT GTLD. IF
    YOU CAN’T, USE
    SUBDOMAINS IN
    CURRENT GTLD.
    You’re using a ccTLD
    You’re using a gTLD Are you using
    a gTLD or
    ccTLD for your
    existing
    market?
    Yes
    Yes
    No
    No
    USE GEOLOCALIZED
    SUBDIRECTORIES IN A
    NEW GTLD. IF YOU
    CAN’T, USE
    SUBDOMAINS IN NEW
    GTLD.
    Is the popularity/
    authority of your
    competition very
    high/well
    established?
    Are your top
    competitors in
    new target
    markets using
    ccTLDs?
    Is the popularity/
    authority of your
    competition very
    high/well
    established?
    USE A NEW
    CCTLD FOR THE
    NEW COUNTRY
    MARKET
    Select your own international Web structure accordingly,
    taking into consideration the number of markets

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  33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    While ensuring that there’s consistency with the Web

    structure referring the user to the relevant URL

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  34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    And avoiding migrating your established market

    when targeting new ones, to avoid losing what you have
    .com/uk/
    .co.uk
    .com/us/
    .com/au/
    .co.uk
    .com
    .com/au/
    .com/us/
    or
    Don’t Do

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  35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Whatever the
    international Web
    structure you
    choose, avoid
    automatic redirects
    based on the IP
    location

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  36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Automatic
    redirects can
    harm crawlability
    of some of your
    international Web
    versions
    https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites

    View Slide

  37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Do a list crawl of your different international Web versions’
    home pages with the googlebot user agent to validate it
    https://httpstatus.io/

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  38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Suggest the
    relevant Web
    version instead,
    and use the
    selected value to
    redirect the user
    based on the
    saved preference

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  39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Improve your
    international pages
    crawlability and
    popularity by cross-
    linking between
    them with crawlable
    links, allowing users
    to switch too

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  40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Although Hreflang
    continues to
    provide a way to
    specify language/
    country per page
    and alternates,
    Google has
    deprecated the
    report from the
    Search Console

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  41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Most issues with hreflang implementation come by tagging
    pages that don’t have alternates or are not indexable

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  42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    It’s then more important than ever to only use it for those
    pages with indexable alternate versions that really need it

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  43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Prioritize hreflang
    implementation to
    those indexable
    pages with
    international
    targeting issues
    that exist across
    markets

    View Slide

  44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Identify those pages with actual international
    misalignments with alternates using GSC or Semrush
    Semrush

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  45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Google.com for “womens socks” Google.co.uk for “womens socks”




    For those hreflang that you actually need, only map the
    alternate pages with the issues, rather than all versions

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  46. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Validate Hreflang with SEO crawlers before/after release
    and monitor in real time with SEO monitoring tools
    Screaming Frog ContentKing

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  47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    ● ccTLDs


    ● Country in metadata


    ● Country, Address and Phone
    numbers in pages copy


    ● Local language & currency


    ● Backlinks from local sites


    ● Connected Business Profile


    ● Hreflang specifying
    alternates from stronger
    same language country
    version
    Well aligned ccTLD Not Well aligned ccTLD
    Remember it’s not only about hreflang too! Ensure that all
    geolocation signals are consistently implemented

    View Slide

  48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    ● ccTLDs


    ● Country in metadata


    ● Country, Address and Phone
    numbers in pages copy


    ● Local language & currency


    ● Backlinks from local sites


    ● Connected Business Profile


    ● Hreflang specifying
    alternates from stronger
    same language country
    version
    Well aligned gTLDs
    They will allow you to effectively improve your results

    in the desired markets, even when using gTLDs

    View Slide

  49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Finish by analyzing and recommending the site overall web
    experience localization needs based on search behavior
    Launching in too many
    non-profitable markets
    Using the wrong
    international targeting for
    your business
    Using the wrong Web
    structure for your
    International Markets
    International Web
    Versions crawlability and
    intrusivity issues
    Incorrectly Implemented
    Hreflang annotations
    Lack of content and web
    experience optimization
    towards the international
    audience search
    preferences
    TARGETING GEOLOCATION LOCALIZATION

    View Slide

  50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Going native can
    make or break
    global sales and
    your international
    site rankings
    https://www.shopify.com/enterprise/international-ecommerce-issues

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  51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    The localization of your content is key to connect with

    your international audience preferences/behavior

    View Slide

  52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Overlooking it will give a bad search and user experience,
    negatively impacting rankings and CTR in SERPs

    View Slide

  53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    The goal is to
    localize the
    different user
    facing areas
    and
    indexable
    content of
    each version

    View Slide

  54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    While taking into consideration each market search
    behavior for their relevant pages content optimization

    View Slide

  55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    But how to ensure all this is done in a cost effective

    way at scale with many markets at a time?

    View Slide

  56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    It’s about having an iterative/incremental approach,

    from translation to localization up to transcreation

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  57. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Identify and map the most popular queries to target

    for each page type in each of the targeted markets

    View Slide

  58. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Establish multi-country patterns with targeted queries to
    generate the main content elements for each page type

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  59. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Start translating the most important pages, and leverage
    automated translation tools to support translators
    https://www.deepl.com/quality.html

    View Slide

  60. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use multilingual content optimization tools, like Frase or
    Surfer, to produce optimized localized content faster too
    Frase, Surfer

    View Slide

  61. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use this Google Sheet Template to facilitate the Process
    https://www.aleydasolis.com/en/search-engine-optimization/international-seo-keyword-content-optimization-worksheet-free-template/

    View Slide

  62. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Is it a lot to assess and recommend on? Let’s see next how
    to prioritize and craft recommendations to facilitate action
    Launching in too many
    non-profitable markets
    Using the wrong
    international targeting for
    your business
    Using the wrong Web
    structure for your
    International Markets
    International Web
    Versions crawlability and
    intrusivity issues
    Incorrectly Implemented
    Hreflang annotations
    Lack of content and web
    experience optimization
    towards the international
    audience search
    preferences
    TARGETING GEOLOCATION LOCALIZATION

    View Slide

  63. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Provide solutions to
    facilitate
    implementation
    2


    View Slide

  64. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    HIGH PRIORITY

    HIGH IMPACT WITH LOW DIFFICULTY
    MEDIUM PRIORITY

    HIGH IMPACT WITH MEDIUM DIFFICULTY

    MEDIUM IMPACT WITH LOW DIFFICULTY
    LOW PRIORITY


    MEDIUM IMPACT WITH MEDIUM DIFFICULTY


    HIGH IMPACT WITH HIGH DIFFICULTY
    DON’T PRIORITIZE


    MEDIUM IMPACT WITH HIGH DIFFICULTY


    LOW IMPACT
    IMPACT
    1
    3
    2
    + DIFFICULTY
    +
    -
    2
    3
    Prioritize the recommendations to start with those

    with higher potential impact and lower difficulty

    View Slide

  65. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    2.


    To Assess

    Execute first those with high impact/low effort

    within your own context
    “Optimize
    metadata of the
    core site pages
    with the relevant
    language and
    terms used by
    audience”

    View Slide

  66. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    IMPACT
    EFFORT
    1.


    To Execute

    Don’t Do
    2.


    To Assess

    2.


    To Assess

    Don’t execute those with high effort/low impact,

    that won’t help to achieve goals
    “Make URLs to
    be shown in the
    same language
    than the page
    version”

    View Slide

  67. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    The affected areas
    The SEO effect
    The business importance
    Current optimization
    Required resources
    Known restrictions
    Scope
    IMPACT DIFFICULTY
    The impact and difficulty will be relative, connected

    to the site goals and complexity of implementation

    View Slide

  68. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    IMPACT
    EFFORT
    1.


    To Execute

    Don’t Do
    2.


    To Assess

    & Prioritize
    2.


    To Assess

    & Prioritize
    Assess and prioritize based on your own project status,

    goals and restrictions/requirements
    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

    View Slide

  69. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use this SEO Recommendations Prioritization

    Template in Google Sheets to easily do it
    https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view

    View Slide

  70. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    What happens when you have activities that

    seem to have similar effort and impact?

    View Slide

  71. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use second-order thinking to select the one with

    more positive implications for goals achievement
    https://fs.blog/2016/04/second-order-thinking/

    View Slide

  72. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Prioritize the task
    with the biggest
    overall impact on
    the business
    beyond SEO
    https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/

    View Slide

  73. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Doing this will
    allow you to get
    easier support
    from stakeholders
    and other areas
    too

    View Slide

  74. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Make your SEO actions easy to understand and implement
    with an actionable & concise formatting

    View Slide

  75. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Start by establishing
    the 5Ws (and the H)
    for each of your SEO
    recommendations
    https://www.ipma.world/5ws-1h-a-technique-to-improve-project-management-efficiencies/

    View Slide

  76. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use them to develop actions to solve the meaningful issues
    found in the audit, focusing on giving solutions
    WHAT IS IT ABOUT
    WHY IS IT IMPORTANT
    HOW IT SHOULD BE IDEALLY
    WHO SHOULD IMPLEMENT
    WHERE HAS IT BEEN FOUND
    1. RECOMMENDATIONS TO IMPROVE X
    WHY IS IT IMPORTANT?
    HOW DOES IT AFFECT THE SITE RANKINGS?
    WHERE HAS BEEN FOUND AND IS GENERATED?
    Screen
    shot
    SCENARIO 1
    HOW CAN IT BE FIXED?
    Screen
    shot
    SCENARIO 1
    Screen
    shot
    SEO
    Effect
    Affected
    Areas
    Business
    Importance
    Optimization
    Status
    Execution
    Difficulty
    Required
    resources
    Priority
    High Paginations Medium Low Low Technical High
    WHEN SHOULD IT BE DONE

    View Slide

  77. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    RECOMMENDATIONS
    AFFECTED
    AREAS
    SEO
    EFFECT
    BUSINESS
    IMPORTANCE
    CURRENT
    OPTIMIZATION
    CONTENT
    SUPPORT
    TECH
    SUPPORT
    LINKBUILDING
    SUPPORT
    IMPLEMENTATION
    DIFFICULTY
    VALIDATED
    PRIORITY
    PAGE
    PERSON IN
    CHARGE
    IMPLEMENTA
    TION DATE
    LAUNCHING
    DATE
    NOINDEX AND BLOCK
    CRAWLING OF INTERNAL
    SEARCH RESULT PAGES
    THAT GENERATE CONTENT
    DUPLICATION
    INTERNAL
    SEARCH RESULT
    PAGES
    HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2021 15/08/2021
    INDEX THE PAGES OF
    COLORED FILTERS WITH
    SEARCH VOLUME HIGHER
    THAN 100
    COLORED
    FILTERED PAGES
    OF SUB-
    CATEGORIES
    HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2021 30/08/2021
    301 REDIRECT OLD PAGES
    WITH 404 HTTP STATUS
    PAGES ATTRACTING
    EXTERNAL LINKS
    OLD BLOG
    POSTS FROM
    PREVIOUS BLOG
    VERSION
    MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2021 15/09/2021
    DIFFERENTIATE SUB-
    CATEGORIES pages TITLES
    INCLUDING THE SUB-
    CATEGORY NAME IN THEM
    SUB-CATEGORY
    PAGES
    MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2021 30/09/2021
    WHAT WHY
    WHERE WHO WHEN
    HOW
    The 5Ws and H will also facilitate recos planning

    and coordination with other team members too

    View Slide

  78. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Add an introductory summary to each of the
    recommendations, highlighting the 5Ws & the H
    WHAT IS IT ABOUT
    WHY IS IT IMPORTANT
    HOW IT SHOULD BE IDEALLY
    WHO SHOULD IMPLEMENT
    WHERE HAS IT BEEN FOUND
    WHEN SHOULD IT BE DONE
    1. RECOMMENDATIONS TO IMPROVE X
    WHY IS IT IMPORTANT?
    HOW DOES IT AFFECT THE SITE RANKINGS?
    WHERE HAS BEEN FOUND AND IS GENERATED?
    Screen
    shot
    SCENARIO 1
    HOW CAN IT BE FIXED?
    Screen
    shot
    SCENARIO 1
    Screen
    shot
    SEO
    Effect
    Affected
    Areas
    Business
    Importance
    Optimization
    Status
    Execution
    Difficulty
    Required
    resources
    Priority
    High Paginations Medium Low Low Technical High

    View Slide

  79. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN
    INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR
    BOTH WOMEN AND MEN
    ….
    TOP-TO-DOWN SEO GOALS
    GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS,
    COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES
    TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-
    BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER
    BOOTS LISTINGS AND COMPARISONS PAGES

    TAKE INTO TOP 10 PILLAR AND
    GUIDES PAGES OF WINTER
    BOOTS FOR WOMEN AND MEN
    1. RECOMMENDATIONS TO IMPROVE X
    WHY IS IT IMPORTANT?
    HOW DOES IT AFFECT THE SITE RANKINGS?
    WHERE HAS BEEN FOUND AND IS GENERATED?
    Screensh
    ot
    SCENARIO 1
    HOW CAN IT BE FIXED?
    Screensh
    ot
    SCENARIO 1
    Screensh
    ot
    SEO
    Effect
    Affected
    Areas
    Business
    Importance
    Optimization
    Status
    Execution
    Difficulty
    Required
    resources
    Priority
    High Paginations Medium Low Low Technical High
    1. WILL HELP TO
    ACHIEVE THIS
    2. TO OBTAIN THIS
    Clearly explain and show why is each recommendation
    important for the site & how it influences results

    View Slide

  80. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN
    INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR
    BOTH WOMEN AND MEN
    ….
    TOP-TO-DOWN SEO GOALS
    GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS,
    COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES
    TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-
    BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER
    BOOTS LISTINGS AND COMPARISONS PAGES

    TAKE INTO TOP 10 PILLAR AND
    GUIDES PAGES OF WINTER
    BOOTS FOR WOMEN AND MEN
    1. RECOMMENDATIONS TO IMPROVE X
    WHY IS IT IMPORTANT?
    HOW DOES IT AFFECT THE SITE RANKINGS?
    WHERE HAS BEEN FOUND AND IS GENERATED?
    Screensh
    ot
    SCENARIO 1
    HOW CAN IT BE FIXED?
    Screensh
    ot
    SCENARIO 1
    Screensh
    ot
    SEO
    Effect
    Affected
    Areas
    Business
    Importance
    Optimization
    Status
    Execution
    Difficulty
    Required
    resources
    Priority
    High Paginations Medium Low Low Technical High
    1. WILL HELP TO
    ACHIEVE THIS?
    2. TO OBTAIN THIS?
    X
    Can’t tie an SEO recommendation to your SEO/biz goals?

    It’s a non-problem and shouldn’t be prioritized then

    View Slide

  81. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Why is important?
    How does it affect the site rankings?
    Where it has been found and how is generated?
    Screensh
    ot
    Scenario 1
    How can it be fixed?
    Screensh
    ot
    Scenario 1
    Screensh
    ot
    Efecto SEO Areas
    Afectadas
    Importancia
    Negocio
    Estado
    Optimizació
    n
    Dificultad
    Ejecución
    Recursos
    Ejecución
    Prioridad
    ALTO PAGINACION
    ES
    MEDIO BAJO NA TECNICO 1
    1. Recommendation to improve X
    Screensh
    ot
    Why is important?
    How does it affect the site rankings?
    Where it has been found and how is generated?
    Screensho
    t
    Scenario 1
    How can it be fixed?
    Screensho
    t
    Scenario 1
    Screensho
    t
    Efecto SEO Areas
    Afectadas
    Importancia
    Negocio
    Estado
    Optimización
    Dificultad
    Ejecución
    Recursos
    Ejecución
    Prioridad
    ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2
    2. Recommendation to fix Y
    Screensho
    t
    Why is important?
    How does it affect the site rankings?
    Where it has been found and how is generated?
    Screensh
    ot
    Scenario 1
    How can it be fixed?
    Screensh
    ot
    Scenario 1
    Screensh
    ot
    Efecto SEO Areas
    Afectadas
    Importancia
    Negocio
    Estado
    Optimización
    Dificultad
    Ejecución
    Recursos
    Ejecución
    Prioridad
    ALTO PAGINACIONE
    S
    MEDIO BAJO NA TECNICO 3
    3. Recommendation to improve Z
    Screensh
    ot
    START WITH
    HIGHEST
    PRIORITY
    The document organization should be prioritized,

    starting with the highest priority recommendations

    View Slide

  82. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use this Action Driven and Prioritized SEO

    Recommendations Template in Google Slides for it
    https://docs.google.com/presentation/d/1NbI_KDhyHhUKQnSj1CcQfM4KabLNYbn8bfGw955iiBc/view

    View Slide

  83. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Create an executive summary highlighting the top
    recommendations targeted at decision-makers
    Executive Summary
    SEO Recommendations Gathered SEO Issues Data
    ….
    Decision Makers

    View Slide

  84. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    They should easily refer to the SEO recommendations &
    gathered data for operational stakeholders
    Executive Summary
    SEO Recommendations Gathered SEO Issues Data
    ….
    Operational Stakeholders

    View Slide

  85. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use a collaborative document format & organization that
    facilitate stakeholders & decision-makers to review
    Executive Summary
    SEO Recommendations Gathered SEO Issues Data
    ….
    Google Slides Google Docs Google Sheets

    View Slide

  86. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Leverage user
    stories to establish
    minimum
    requirements

    to accept the tasks
    as “done”
    https://www.atlassian.com/agile/project-management/user-stories

    View Slide

  87. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Is it difficult to
    assess the impact
    of some actions
    to re-prioritize
    further or get
    buy-in for?

    View Slide

  88. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Run tests to
    assess their
    impact in your
    context or see if
    there are better
    alternate ways to
    achieve results
    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!

    View Slide

  89. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Leverage SEO testing tools to execute different

    types of SEO tests, from group to split tests
    SEOtesting.com, Ryte, Zippy, Splitsignal

    View Slide

  90. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    You can also create
    your own SEO A/B
    Split Tests for Free
    by using Google Tag
    Manager as Chris
    shows here
    https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free

    View Slide

  91. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    This will allow
    you to change
    what is not
    impactful fast and
    identify
    opportunities to
    leverage

    View Slide

  92. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Help to establish
    systems to avoid
    execution mistakes
    3


    View Slide

  93. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    The Pyramid of SEO Success
    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
    SEO auditing should be a recurrent activity to prevent
    continuous issues so you can focus on strategy execution

    View Slide

  94. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    SEO RECOS ONGOING SEO IMPLEMENTATION
    SEO QUALITY ASSURANCE FRAMEWORK
    EDUCATION

    To prevent SEO
    mistakes
    VALIDATION

    To avoid launching

    SEO Errors
    MONITORING

    To catch SEO
    incidents fast
    That’s why SEO recommendations should set ongoing

    SEO quality assurance measures during the process

    View Slide

  95. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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
    Establish your SEO Quality Framework with a base of

    SEO education when delivering recommendations

    View Slide

  96. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Develop Online SEO Training for Tech, Content

    teams using SEO recommendations insights

    View Slide

  97. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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 & minimize issues

    View Slide

  98. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Record your SEO
    training so
    videos can be
    played to new
    team members

    View Slide

  99. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Develop a
    Company SEO
    Wiki w/ Content &
    Tech SEO Best
    Practices that you
    can easily refer

    View Slide

  100. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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

    View Slide

  101. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Set & agree on teams
    usage of content & tech
    configuration checklist
    for common workflows
    https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing

    View Slide

  102. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Automate
    feasible SEO
    validations within
    the Web platform
    w/ plugins & Dev
    support
    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

    View Slide

  103. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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 with devs

    taking into account what-if’s scenarios

    View Slide

  104. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Your SEO validation is
    only going to be as
    strong as your alignment
    with the team in charge,
    it’s critical to have it

    View Slide

  105. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Errors will still happen from time to time! Set a

    monitoring system to catch, fix fast & learn to avoid

    View Slide

  106. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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
    It’s about catching critical SEO configurations and

    KPIs changes fast to take action before it’s too late
    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

    View Slide

  107. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Monitor it all: From Crawlability and Indexability, Hreflang,
    Rankings, Traffic, to Backlinks & Manual Actions
    MENTIONS & BACKLINKS
    SPAM & MANUAL ACTIONS
    ORGANIC SEARCH TRAFFIC & CONVERSIONS
    SEARCH TRENDS CHANGES
    WEB RANKINGS & SERPS CTR
    CONTENT OPTIMIZATION
    CRAWLABILITY & INDEXABILITY CONFIGURATIONS

    View Slide

  108. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Use real-time SEO crawlers like ContentKing or LittleWarden
    to identify SEO changes in real time
    Little Warden and ContentKing

    View Slide

  109. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Configure your Real-time monitoring to catch when
    meaningful configurations change in important pages

    View Slide

  110. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Set the alerts so they go to the relevant email, slack

    or project management tool to not be missed

    View Slide

  111. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    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
    F*ck Ups that hold
    your execution
    back

    View Slide

  112. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Learn more about
    setting a Quality
    Assurance
    Framework in this
    presentation
    https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf

    View Slide

  113. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    Too much work?

    View Slide

  114. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    FOCUS ON
    IMPACTFUL
    INTERNATIONAL
    OPTIMIZATION
    ACTIONS
    PROVIDE
    SOLUTIONS TO
    FACILITATE
    IMPLEMENTATION
    HELP TO
    ESTABLISH
    SYSTEMS TO AVOID
    EXECUTION
    MISTAKES
    It’s about tackling the most damaging Intl SEO challenges
    w/ impactful, solutions-focused recommendations
    1. 2. 3.

    View Slide

  115. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    To ultimately, achieve this, that makes it all worth it

    View Slide

  116. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
    * 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 Newsletter Wrangler


    * Maker LearningSEO.io


    * European Search Personality of the Year in 2018


    * remoters.net Co-Founder
    Thanks! Questions?
    #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI

    View Slide