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

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

Aleyda Solis

July 04, 2022
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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

    View full-size slide

  2. #seoaudits by @aleyda from @orainti
    Achieving SEO
    Success is hard

    View full-size slide

  3. #seoaudits by @aleyda from @orainti
    https://twitter.com/aleyda/status/1422869276537536513
    For real, is not just you! It’s also only getting harder

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  7. #seoaudits by @aleyda from @orainti
    https://twitter.com/aleyda/status/1415224977113165827
    I asked about the
    most damaging
    issues that
    negatively
    affected results

    View full-size slide

  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

    View full-size slide

  9. #seoaudits by @aleyda from @orainti
    https://twitter.com/aleyda/status/1415224977113165827
    Also the lack of
    understanding
    and misaligned
    expectations

    View full-size slide

  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

    View full-size slide

  11. #seoaudits by @aleyda from @orainti
    Not (entirely) our fault right?!

    View full-size slide

  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

    View full-size slide

  13. #seoaudits by @aleyda from @orainti
    We can (largely)
    avoid it starting
    with our SEO
    Audits though

    View full-size slide

  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

    View full-size slide

  15. #seoaudits by @aleyda from @orainti
    #seoaudits by @aleyda from @orainti
    Make your SEO
    audits solutions
    focused to develop
    action driven
    recommendations

    View full-size slide

  16. #seoaudits by @aleyda from @orainti
    We’re not paid
    to identify SEO
    issues, but to
    provide solutions
    for them and
    achieve results

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  21. #seoaudits by @aleyda from @orainti
    Provide examples of how the recommendations are
    already implemented by competitors successfully
    vs
    #seoaudits by @aleyda from @orainti

    View full-size slide

  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

    View full-size slide

  23. #seoaudits by @aleyda from @orainti
    Each
    recommendation
    should show “What
    is happening,
    Where does it
    happen, and How
    to fix it”

    View full-size slide

  24. #seoaudits by @aleyda from @orainti
    #seoaudits by @aleyda from @orainti
    Connect each of
    your SEO
    recommendations
    to SMARTER SEO
    goals

    View full-size slide

  25. #seoaudits by @aleyda from @orainti
    Explain how each
    of the SEO actions
    you provide will
    help you to
    achieve SEO goals

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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]

    View full-size slide

  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]

    View full-size slide

  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

    View full-size slide

  32. #seoaudits by @aleyda from @orainti
    Advanced Web Ranking
    Run forecasts to establish different SEO goals
    scenarios, showing impact on revenue

    View full-size slide

  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

    View full-size slide

  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/

    View full-size slide

  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/

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  38. #seoaudits by @aleyda from @orainti
    Include how much
    traffic they’re
    attracting with
    those group of
    pages vs yours vs
    Semrush

    View full-size slide

  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

    View full-size slide

  40. #seoaudits by @aleyda from @orainti
    Do this to focus on
    actions that will
    make the boat go
    faster and show their
    importance clearly

    View full-size slide

  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

    View full-size slide

  42. #seoaudits by @aleyda from @orainti
    You will always tend to have limited resources within

    a restrictive timeline to execute SEO activities

    View full-size slide

  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

    View full-size slide

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


    To Execute

    Now
    Don’t Do
    2.

    View full-size slide

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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  49. #seoaudits by @aleyda from @orainti
    What happens when you have activities that

    seem to have similar effort and impact?

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  52. #seoaudits by @aleyda from @orainti
    Doing this will
    allow you to get
    easier support
    from
    stakeholders and
    other areas too

    View full-size slide

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


    To Execute

    Now
    Don’t Do
    2.

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  56. #seoaudits by @aleyda from @orainti
    RYTE, SEOTESTING
    Establishing initial and recurrent validations to always
    identify these easy-to-address issues in parallel

    View full-size slide

  57. #seoaudits by @aleyda from @orainti
    These will tend
    to be easy to
    implement and
    have a straight-
    forward to see
    impact

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  60. #seoaudits by @aleyda from @orainti
    #seoaudits by @aleyda from @orainti
    Format SEO
    recommendations
    to facilitate
    actionability and
    collaboration

    View full-size slide

  61. #seoaudits by @aleyda from @orainti
    Make your SEO actions easy to understand and
    implement with an actionable & concise formatting

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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”

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  74. #seoaudits by @aleyda from @orainti
    #seoaudits by @aleyda from @orainti
    Establish ongoing
    actions to prevent
    new SEO issues &
    leverage
    opportunities
    during the process

    View full-size slide

  75. #seoaudits by @aleyda from @orainti
    SEO auditing
    should be a
    recurrent activity
    to prevent issues
    and identify
    opportunities on
    an on-going basis

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  81. #seoaudits by @aleyda from @orainti
    Develop Online SEO Training for Tech, Content

    teams using SEO recommendations insights

    View full-size slide

  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

    View full-size slide

  83. #seoaudits by @aleyda from @orainti
    Record your
    SEO training so
    videos can be
    played to new
    team members

    View full-size slide

  84. #seoaudits by @aleyda from @orainti
    Develop a Company
    SEO Wiki w/ Content
    & Tech SEO Best
    Practices that you can
    easily refer

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  90. #seoaudits by @aleyda from @orainti
    Your SEO validation is
    only going to be as
    strong as your
    alignment with the
    team in charge

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  96. #seoaudits by @aleyda from @orainti
    LITTLE WARDEN & CONTENTKING
    Configure your Real-time monitoring to catch when
    meaningful tech & content configurations change

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  102. #seoaudits by @aleyda from @orainti
    #seoaudits by @aleyda from @orainti
    Develop frequent
    recommendations
    reviews & tests to
    keep them relevant
    and impactful

    View full-size slide

  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

    View full-size slide

  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]

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  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?

    View full-size slide

  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!

    View full-size slide

  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

    View full-size slide

  118. #seoaudits by @aleyda from @orainti
    You can integrate directly with CDN workers

    to implement test changes fast
    Ranksense, Zippy

    View full-size slide

  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

    View full-size slide

  120. #seoaudits by @aleyda from @orainti
    This will allow
    you to change
    what is not
    impactful fast
    and identify
    opportunities to
    leverage

    View full-size slide

  121. #seoaudits by @aleyda from @orainti
    Too much work?

    View full-size slide

  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

    View full-size slide

  123. #seoaudits by @aleyda from @orainti
    This makes it worth it!

    View full-size slide

  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?

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