No More "It Depends" - Learn to Set your #SEOCharts Resources #LondonSEOMeetupXL

No More "It Depends”   Learn to Set SEO Workflows
& Frameworks to Win your SEO day-to-day Aleyda   Solis SEO Consultant &   Founder at Orainti Speaker headshot

@aleyda What’s the No. 1 Answer   for SEO questions?

@aleyda Yes! We love answering with an   “it depends”
to SEO questions…

@aleyda https://twitter.com/aleyda/status/1519298290591875073 “It Depends”

@aleyda “It Depends” https://twitter.com/aleyda/status/1519298290591875073

@aleyda https://twitter.com/JohnMu/status/1520010931987791872 Even John has an “It Depends” Shirt

@aleyda

@aleyda Realistically, everything could be answered with an “it depends”
but it wouldn’t help

@aleyda “Will I recover before my birthday, doctor?” It Depends!

@aleyda …If you take the medicine and your body reacts
as expected, you should in 30 days. “Will I recover before my birthday, doctor?”

@aleyda “Will I have a six pack before the summer?”
It Depends!

@aleyda “Will I have a six pack before the summer?”
If you work out as I say so twice per day and eat only vegetables everyday… hopefully by June.

@aleyda “Will this ever fall?” It Depends!

@aleyda “Will this ever fall?” If we follow construction best
practices with the required safety & quality standards… likely not in the next thousand years.

@aleyda It doesn’t establish trust & get buy-in from decision
makers Doesn’t help you to establish needed resources for success and address the viability & alternatives It makes difficult to get effective execution support from Stakeholders Likewise answering with just a vague “it depends” can be detrimental to SEO Comms & Success

@aleyda Ideally, we should provide a specific answer targeted to
each particular case backed by data…

@aleyda By Running Various Organic Search Rankings/Traffic/ Revenue Projections Scenarios
https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/

@aleyda Showing Examples of competitors with similar scenarios using public
accessible data vs Semrush, ahrefs, sistrix, etc.

@aleyda Using historical data of previously executed actions on similar
pages or scenario SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED CATEGORIES COMPARING WITH OPTIMIZED ONES

@aleyda Running SEO A/B Tests to assess real impact in
a subset of the pages with a lower effort https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free

@aleyda However, these need days/weeks of effort so it’s natural
to say “it depends” for a fast answer

@aleyda There’s a middle ground! An SEO knowledge base using
charts & diagrams you can reuse explaining FAQs

@aleyda Most of us already develop SEO checklists and templates
we reuse to support our analysis anyway…

@aleyda … Why not develop reusable resources to communicate SEO
scenarios, frameworks & processes?

@aleyda https://twitter.com/aleyda/status/1516722292851720195 For some reason, most SEOs are not yet
leveraging charts & visuals, but … open to it

@aleyda Using charts & diagrams to show context, steps, &
criteria have important advantages Easier to understand for non- technical stakeholders & decision makers Facilitate to assess potential automation by development team Helps to establish trust by showing in- depth understanding, care and experience

@aleyda You’ll avoid the vague “it depends” and quickly answer
doubts w/ lower efforts… Vague "It Depends” Answer Decision-makers SEO Questions Diagram Resource to Describe Overall Concept, Process or Framework Specific answers via analysis, forecast, etc. X 80% 20%

@aleyda https://twitter.com/SearchForRyan/status/1516365655796236293 It will also make you to analyze activities
& set replicable systems, and grow your USP

@aleyda https://lucid.app/, https://miro.com/, https://www.diagrams.net/ There are also a few free
& freemium online diagram makers to help create them

@aleyda https://www.visual-paradigm.com/tutorials/flowchart-tutorial/ … as well as fantastic guides with best
practices to take into account

@aleyda @aleyda Let’s go through a few of them  
addressing common SEO questions Decision Making Processes Scenarios

@aleyda What steps do you follow when developing the SEO
audit of a site?

@aleyda What will the SEO audit include?

@aleyda What will SEO reports include?

@aleyda What SEO KPIs will you report on?

@aleyda …By using this Google Sheet SEO Report Planner! https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing

@aleyda What do we do while you develop the initial
SEO audit? We have plenty of resources

@aleyda “Plenty of resources”

@aleyda What happens if something goes   wrong with SEO
releases?

@aleyda Why are we behind competitors for [Y] queries?

@aleyda Why are we not seeing high traffic / conversions
impact of SEO implementation? YOU’RE STUCK HERE

@aleyda How do we avoid this from happening?

@aleyda How do I implement that?

@aleyda Why we don’t do [X] like [Competitor] is doing?

@aleyda Why are we doing [Action X] last and  
focusing on [Action Y] right away? Action X Action Y

@aleyda How are all of the SEO activities prioritized? https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/

@aleyda Why are we not optimizing those top ranked pages
with very low CTR?

@aleyda Why do we need to put so much effort
  optimizing category pages content?

@aleyda Why we don’t index the [X Facet] on the
site to attract more traffic?

@aleyda When do we eliminate product pages?

@aleyda Why are we eliminating rather than optimizing [X] group
of pages?

@aleyda Why are we not doing anything after this Google
Update that negatively hit us?

@aleyda Why are we not migrating these old URLs  
to the new Website?

@aleyda Should we target languages or   countries when going
international?

@aleyda Why don’t we use ccTLDs for the new country
markets?

@aleyda When should we localize our content to the new
international markets?

@aleyda Why don’t we implement hreflang in that group of
pages?

@aleyda It’s now your time to Identify & Document the
input, processes, and decisions for SEO activities you’re asked the most about Decision Process   A Start Yes No Process   B End https://slidemodel.com/how-to-make-a-flowchart/

@aleyda Let’s ditch most of those   “it depends”

@aleyda @aleyda It’s about quickly answering the common   SEO
questions in an easy to understand way Decision Making Processes Scenarios

@aleyda While helping to tackle some   common SEO challenges
Easier to understand for non- technical stakeholders & decision makers Facilitate to assess potential automation by development team Helps to establish trust by showing in- depth understanding, care and experience

@aleyda Finally, I know we all feel pressured to say
something right away when asked…

@aleyda … But you don’t expect meaningful answers from them
without a proper diagnosis, isn’t it?

@aleyda Let’s say goodbye to “it depends”

@aleyda 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 orainti.com Thanks! @aleyda

No More "It Depends" - Learn to Set your #SEOCh...

No More "It Depends" - Learn to Set your #SEOCharts Resources #LondonSEOMeetupXL

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