How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Extended Edition at #SEOCampixx

Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:

* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful

Transcript

1. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti How to Make SEO Audits That Matter & Get Implemented for SEO Success THE EXTENDED EDITION
2. #seoaudits by @aleyda from @orainti Achieving SEO Success is hard
3. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1422869276537536513 For real, is not just you! It’s also only getting harder
4. #seoaudits by @aleyda from @orainti Higher SEO maturity across most profitable industries The evolution of Websites Tech Stack (JS) Growing competition and barriers to entry
5. #seoaudits by @aleyda from @orainti Shift and sophistication in user search behavior Search algorithm and presentation improvements Better user search experience and quality required to rank
6. #seoaudits by @aleyda from @orainti More resources to invest in bigger companies but high bureaucracy to implement More flexibility to implement in smaller companies but lower resources More complexity to manage SEO project execution
7. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1415224977113165827 I asked about the most damaging issues that negatively affected results
8. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1415224977113165827 The top were the lack of investment, patience, support, and approval for execution
9. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1415224977113165827 Also the lack of understanding and misaligned expectations
10. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1415224977113165827 Which also force SEO to work in a “silo” or as an afterthought
11. #seoaudits by @aleyda from @orainti Not (entirely) our fault right?!
12. #seoaudits by @aleyda from @orainti But in the end, we are the ones who suffer the most and get the blame for the lack of SEO results #seoaudits by @aleyda from @orainti
13. #seoaudits by @aleyda from @orainti We can (largely) avoid it starting with our SEO Audits though
14. #seoaudits by @aleyda from @orainti Let’s see how leverage them to maximize cost-effective implementation and achieve SEO success Make your SEO audits solutions focused to develop action driven recommendations Connect each of your SEO recommendations to SMARTER SEO goals Prioritize your SEO recommendations based on impact and effort, with SEO low- hanging fruits Format SEO recommendations to facilitate actionability and collaboration Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process Develop frequent recommendations reviews & tests to keep them relevant and impactful
15. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Make your SEO audits solutions focused to develop action driven recommendations
16. #seoaudits by @aleyda from @orainti We’re not paid to identify SEO issues, but to provide solutions for them and achieve results
17. #seoaudits by @aleyda from @orainti SEO checklists are great to remember validations but don’t replace recommendations HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING
18. #seoaudits by @aleyda from @orainti Recommendations should explain what causes and how issues are found, as well as how to fix them Errors URLs 
 (4xx, 5xx) Redirected URLs 
 (301s, 302s) Canonicalized URLs Noindexed URLs … … WHAT CAUSE THEM? HOW THEY’RE FOUND? PLATFORM BUG NOT SET RULES … LINKING PAGES XML SITEMAPS … HOW TO FIX THEM AFFECTED URLS
19. #seoaudits by @aleyda from @orainti Describe how each SEO issue is generated across different scenarios, segmenting per area/page type Type A Type B Scenario 1
20. #seoaudits by @aleyda from @orainti Should 301 Redirect Links to Should link instead Show the ideal state of the identified issues vs. the existing ones for each scenario with screenshots
21. #seoaudits by @aleyda from @orainti Provide examples of how the recommendations are already implemented by competitors successfully vs #seoaudits by @aleyda from @orainti
22. #seoaudits by @aleyda from @orainti PAGES OF X TYPES THAT ARE CANONICALIZED TO OTHERS TO WHAT PAGES DO THEY CANONICALIZE? FROM WHAT PAGES ARE THEY LINKED? Do these URLs need to be canonicalized to others? Do these canonicalized URLs need to be linked from these pages? If so, do these links need to be crawlable? Are they canonicalizing to the relevant indexable URLs? Are the links followed? Attach the identified data segmented by scenario, 
 to facilitate their implementation and validation
23. #seoaudits by @aleyda from @orainti Each recommendation should show “What is happening, Where does it happen, and How to fix it”
24. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Connect each of your SEO recommendations to SMARTER SEO goals
25. #seoaudits by @aleyda from @orainti Explain how each of the SEO actions you provide will help you to achieve SEO goals
26. #seoaudits by @aleyda from @orainti COMMUNICATION SOFTWARE COMPANY INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] Start by establishing top-to-down SEO goals for your process that connect with your business ones
27. #seoaudits by @aleyda from @orainti INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS …. TOP-TO-DOWN SEO GOALS SEO goals 
 [What SEOs care about] TOP-TO-DOWN CONTENT GOALS INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ORGANIC SEARCH TRAFFIC BY 250% INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT SOCIAL TRAFFIC BY 50% Content goals 
 [What the Content team cares about] …. IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ENGAGEMENT BY 50% Biz Goals 
 [What Decision Makers care About] They will allow you to easily get decision-makers 
 buy-in as well as stakeholders support
28. #seoaudits by @aleyda from @orainti INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS As well as to connect each SEO action to goals, allowing to focus on impact and show its importance 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot 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
29. #seoaudits by @aleyda from @orainti This will facilitate stakeholders support too, as you’ll be able to connect actions to what they care about WITH DECISION MAKERS WITH OTHER AREAS [EG. CONTENT]
30. #seoaudits by @aleyda from @orainti When establishing your SEO goals use the SMARTER principles, to ensure impact and meaningfulness SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
31. #seoaudits by @aleyda from @orainti “Grow 150% organic search conversions YoY 
 of X, Y, Z product lines” Specific [Significant]: Will allow to achieve the desired business goals (+150% sales) Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year) Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals Time-Bound [Trackable]: It should be achieved during a specific time (1 year) Evaluated [Ethical]: Its evolution will be assessed at the end of each month Reviewed [Rewarding]: Its activities will be reviewed based on their impact
32. #seoaudits by @aleyda from @orainti Advanced Web Ranking Run forecasts to establish different SEO goals scenarios, showing impact on revenue
33. #seoaudits by @aleyda from @orainti Advanced Web Ranking As well as how much it would cost to bring those same visits running paid search ads, and if nothing is done
34. #seoaudits by @aleyda from @orainti You can use tools like AWR or Forecast Forge to develop your rankings, traffic & conversions forecast https://www.forecastforge.com/
35. #seoaudits by @aleyda from @orainti Or do it from scratch with Miracle’s guide, 
 showing the impact on revenue too https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/
36. #seoaudits by @aleyda from @orainti Can’t tie a recommendation to a SMARTER SEO goal? It’s a non-problem and shouldn’t be prioritized then INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot 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
37. #seoaudits by @aleyda from @orainti Show also how competitors are outperforming you in search results by doing what you’re recommending Your 
 Competitor You
38. #seoaudits by @aleyda from @orainti Include how much traffic they’re attracting with those group of pages vs yours vs Semrush
39. #seoaudits by @aleyda from @orainti Show also the impact on the bottom line comparing unoptimized pages performance vs optimized ones SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED CATEGORIES COMPARING WITH OPTIMIZED ONES Google Analytics
40. #seoaudits by @aleyda from @orainti Do this to focus on actions that will make the boat go faster and show their importance clearly
41. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Prioritize your SEO recommendations based on impact and effort, starting with SEO low- hanging fruits
42. #seoaudits by @aleyda from @orainti You will always tend to have limited resources within 
 a restrictive timeline to execute SEO activities
43. #seoaudits 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
44. #seoaudits by @aleyda from @orainti IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 

45. #seoaudits by @aleyda from @orainti IMPACT EFFORT 1. 

46. #seoaudits 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
47. #seoaudits by @aleyda from @orainti IMPACT EFFORT 1. 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
48. #seoaudits 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
49. #seoaudits by @aleyda from @orainti What happens when you have activities that 
 seem to have similar effort and impact?
50. #seoaudits by @aleyda from @orainti https://fs.blog/2016/04/second-order-thinking/ Use second-order thinking to select the one with 
 more positive implications for goals achievement
51. #seoaudits by @aleyda from @orainti https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/ Prioritize the task with the biggest overall impact on the business beyond SEO
52. #seoaudits by @aleyda from @orainti Doing this will allow you to get easier support from stakeholders and other areas too
53. #seoaudits by @aleyda from @orainti IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 

54. #seoaudits by @aleyda from @orainti 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 SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5 SEO Process Goals These are strategy agnostic SEO opportunities that can be done in parallel to the initial SEO analysis
55. #seoaudits by @aleyda from @orainti 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 address 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 For example, improving the CTR of top-ranked 
 pages for relevant, popular queries
56. #seoaudits by @aleyda from @orainti RYTE, SEOTESTING Establishing initial and recurrent validations to always identify these easy-to-address issues in parallel
57. #seoaudits by @aleyda from @orainti These will tend to be easy to implement and have a straight- forward to see impact
58. #seoaudits by @aleyda from @orainti Mitigate client or decision maker impatience towards results Show value of SEO implementation 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 doesn’t only allow you to achieve results faster but helps to address some of the big SEO challenges
59. #seoaudits by @aleyda from @orainti https://www.slideshare.net/aleydasolis/seo-low-hanging-fruit-identifying-high-impact-opportunities-fast-seoforukraine I share more about it in this presentation, with methods to identify & address them
60. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Format SEO recommendations to facilitate actionability and collaboration
61. #seoaudits by @aleyda from @orainti Make your SEO actions easy to understand and implement with an actionable & concise formatting
62. #seoaudits by @aleyda from @orainti HTTPS://WWW.IPMA.WORLD/5WS-1H-A-TECHNIQUE-TO-IMPROVE-PROJECT-MANAGEMENT-EFFICIENCIES/ Start by establishing the 5Ws (and the H) for each of your SEO recommendations
63. #seoaudits by @aleyda from @orainti Use them to describe and develop the actions for each SEO recommendations, making them actionable & clear 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? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot 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
64. #seoaudits by @aleyda from @orainti Adding 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 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot 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 SEO Recommendation Summary
65. #seoaudits at #searchnorwich 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 Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S 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 PAGINACIONES 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
66. #seoaudits 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
67. #seoaudits 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
68. #seoaudits 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
69. #seoaudits 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
70. #seoaudits 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
71. #seoaudits by @aleyda from @orainti HTTPS://WWW.ATLASSIAN.COM/AGILE/PROJECT-MANAGEMENT/USER-STORIES Leverage user stories to establish minimum requirements 
 to accept the tasks as “done”
72. #seoaudits by @aleyda from @orainti RACI Who is RESPONSIBLE for the job? Who is ACCOUNTABLE for final decisions and ultimate ownership? Who is CONSULTED before a decision or action is taken? Who is INFORMED that the decision or action has been taken? Along the RACI model to establish the SEO process roles & responsibilities for each action
73. #seoaudits by @aleyda from @orainti It’s not only delivering the SEO recommendations, but ensuring there’s a framework in place to execute them
74. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
75. #seoaudits by @aleyda from @orainti SEO auditing should be a recurrent activity to prevent issues and identify opportunities on an on-going basis
76. #seoaudits by @aleyda from @orainti https://twitter.com/aleyda/status/1506606557966045184 I asked around and a high share SEOs efforts go to fix already existing stuff rather than building new one
77. #seoaudits by @aleyda from @orainti FIX Eliminating/minimizing Tech Debt to avoid crawlability/indexability/Page Experience issues that will hold the site pages back from ranking well IMPROVE Optimizing existing site content for already targeted relevant queries to Improve their rankings, traf fi c & conversions BUILD Creating Content to Target New Relevant Queries through user search journey aligning with product/ marketing initiatives to achieve business goals The Pyramid of SEO Success Needs We’re stuck fixing and improving, rather than building which is how we actually get results to the next level
78. #seoaudits by @aleyda from @orainti That’s why SEO recommendations should set ongoing 
 SEO quality assurance measures during the process SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK
79. #seoaudits by @aleyda from @orainti With ongoing SEO education, validation and monitoring measures for an optimal execution 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
80. #seoaudits 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 SEO recommendations
81. #seoaudits by @aleyda from @orainti Develop Online SEO Training for Tech, Content 
 teams using SEO recommendations insights
82. #seoaudits 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
83. #seoaudits by @aleyda from @orainti Record your SEO training so videos can be played to new team members
84. #seoaudits by @aleyda from @orainti Develop a Company SEO Wiki w/ Content & Tech SEO Best Practices that you can easily refer
85. #seoaudits 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
86. #seoaudits by @aleyda from @orainti HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING Set & agree on teams usage of content & tech configuration checklist for common workflows
87. #seoaudits 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
88. #seoaudits by @aleyda from @orainti Set a release validation workflow with devs, 
 to crawling before & after launching 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? FIX
89. #seoaudits by @aleyda from @orainti Take into consideration “what-ifs” scenarios, 
 to establish actions if incidents arise 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
90. #seoaudits by @aleyda from @orainti Your SEO validation is only going to be as strong as your alignment with the team in charge
91. #seoaudits by @aleyda from @orainti HTTPS://WWW.PIPEDOUT.COM/RESOURCES/DIY-UNIT-TESTING-FOR-SEO/ Is the Website too big & dynamic to identify changes easily? Check each page type with your "unit tests” By Dominic Woodman
92. #seoaudits by @aleyda from @orainti Errors will still happen from time to time! Set a monitoring system to catch, fix fast & learn to avoid
93. #seoaudits 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
94. #seoaudits by @aleyda from @orainti Monitor it all: From Crawlability and Indexability, 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
95. #seoaudits by @aleyda from @orainti LITTLE WARDEN & CONTENTKING Use real-time SEO crawlers like ContentKing or LittleWarden to identify SEO changes in real time
96. #seoaudits by @aleyda from @orainti LITTLE WARDEN & CONTENTKING Configure your Real-time monitoring to catch when meaningful tech & content configurations change
97. #seoaudits by @aleyda from @orainti LITTLE WARDEN & CONTENTKING Too many pages updating all the time? Monitor Critical URLs of each type with your own criteria
98. #seoaudits by @aleyda from @orainti LITTLE WARDEN & CONTENTKING Configure the alerts so they go to the relevant email, slack or project management tool to not be missed
99. #seoaudits 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
100. #seoaudits by @aleyda from @orainti https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf Learn more about setting a Quality Assurance Framework in this presentation
101. #seoaudits by @aleyda from @orainti It shouldn’t be only a matter of catching errors faster, 
 you should prevent them in the first place
102. #seoaudits by @aleyda from @orainti #seoaudits by @aleyda from @orainti Develop frequent recommendations reviews & tests to keep them relevant and impactful
103. #seoaudits by @aleyda from @orainti POPULAR & 
 AUTHORITATIVE RELEVANT & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE RANKABLE 
 FOR RELEVANT 
 QUERIES > YOUR PAGE YOUR COMPETITORS PAGES Your search landscape will shift and your SEO actions should update accordingly SEARCH BEHAVIOR SEARCH RESULTS COMPETITORS
104. #seoaudits by @aleyda from @orainti Remember the R of smarter goals: These & activities 
 tied with them should be reviewed when reporting SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
105. #seoaudits by @aleyda from @orainti How are your activities impacting goals? Are they still “making the boat go faster”? Is an update needed? https://www.youtube.com/watch?v=q_CSuBqYkZI
106. #seoaudits by @aleyda from @orainti MEANINGFUL KPIS CLEAR 
 DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS SEO reports should help you to not only communicate results but review & refine actions to achieve goals
107. #seoaudits by @aleyda from @orainti +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue 
 
 SEO related Cost (Consulting, resources) METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic 
 
 Competitors Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH Monitor & review your SEO goals achievement with meaningful KPIs that stakeholders care about
108. #seoaudits by @aleyda from @orainti https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing Here’s a Sheet version of the SEO report Planner 
 for using meaningful KPIs
109. #seoaudits by @aleyda from @orainti Leverage data storytelling to communicate what’s happening, the cause of results and how to proceed What happened? Why Did it Happen? How to Proceed? SETUP CONFLICT RESOLUTION
110. #seoaudits by @aleyda from @orainti Goal: 30% branded traffic share by December Audience: CEO/CMO 
 KPI: Branded Traffic Share What’s the branded traffic share? Website Traffic January - December 2021 
 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. Partial 1st Release Partial 2nd Release How to achieve the expected goal? Given the release delays, it’s expected to reach the +30% branded traffic share in January, a month later than what was initially planned, however, this also means a delay in the expected +50% goals for next year for which the “Commercial Branded Content” initiative had been planned to release in March. It’s then recommended to launch them in January instead, to catch up with expected results. RECOMMENDATIONS CAUSE OF RESULTS RESULT Your SEO reports should be a “review” & extension of your SEO recommendations
111. #seoaudits by @aleyda from @orainti Executive Summary PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion Data Appendix SEO REPORT STRUCTURE Use this SEO Report structure to facilitate 
 data storytelling and action
112. #seoaudits by @aleyda from @orainti https://docs.google.com/presentation/d/1jFumv0jI0tAfnkIkbEu8x5JwuOq_k93sVcWe5vZMeR0/edit?usp=sharing Download the report template 
 in Google Slides Format from here
113. #seoaudits by @aleyda from @orainti Negative results don’t need to damage client perception! Show you know why they happened & what to do next
114. #seoaudits by @aleyda from @orainti https://www.slideshare.net/aleydasolis/seo-reporting-for-success-at-fos22 Learn more about developing effective SEO reports in this presentation
115. #seoaudits by @aleyda from @orainti Is it difficult to assess the impact of some actions to re-prioritize further or get buy-in for?
116. #seoaudits 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!
117. #seoaudits 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
118. #seoaudits by @aleyda from @orainti You can integrate directly with CDN workers 
 to implement test changes fast Ranksense, Zippy
119. #seoaudits by @aleyda from @orainti https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here
120. #seoaudits by @aleyda from @orainti This will allow you to change what is not impactful fast and identify opportunities to leverage
121. #seoaudits by @aleyda from @orainti Too much work?
122. #seoaudits by @aleyda from @orainti It’s about developing SEO Audits That Matter 
 & Get Implemented for SEO Success Make your SEO audits solutions focused to develop action driven recommendations Connect each of your SEO recommendations to SMARTER SEO goals Prioritize your SEO recommendations based on impact and effort, with SEO low- hanging fruits Format SEO recommendations to facilitate actionability and collaboration Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process Develop frequent recommendations reviews & tests to keep them relevant and impactful
123. #seoaudits by @aleyda from @orainti This makes it worth it!
124. #seoaudits by @aleyda from @orainti #seoaudits 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 Thank you! Questions?