SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.

Transcript

1. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identifying Opportunities to Grow Your Results Fast SEO LOW HANGING FRUIT
2. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://twitter.com/aleyda/status/1501501814994313218 This was not the most voted topic, but the one 
 that grew the most in them & sparked conversation
3. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Achieving SEO success is Hard HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
4. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEO is continuously evolving and becoming harder to achieve results
5. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It also takes time to see the impact of implementation and to gain support for further execution due to this too
6. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It’s fundamental to prioritize SEO activities, based on impact and effort IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize
7. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 & low effort.. and see results faster!
8. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT- S4JA/VIEW I’ve created this SEO Recommendations Prioritization T emplate in Google Sheets to help you to prioritize
9. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 

10. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE …these are strategy agnostic SEO opportunities that can be done in parallel to the initial SEO analysis workflow 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
11. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Mitigate client 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 biggest SEO challenges
12. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improving the CTR 
 of Top-ranked pages Optimizing internal linking 
 of almost ranking pages Monitoring trends and content freshness to update & rank better Let’s go through a few of them!
13. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improving the CTR 
 of Top-ranked pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
14. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE For what popular, relevant queries are you already ranking well but have a low CTR?
15. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE 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 There are some frequent scenarios that you can 
 easily identify and fix to see results faster High Priority 
 Medium Priority 
 No Priority
16. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE These should have an important impact on your top queries CTR + traffic
17. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811 Identify CTR opportunities for free w/ Search Analytics Add-On for Sheets importing metrics by device + page
18. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Segment per device & apply conditional color formatting to identify differences in behavior
19. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Get the terms ranked in the top 10 that have worse CTR and high impressions
20. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2 You can also use this GDS Dashboard I shared to identify top queries CTR opportunities per page/device/country
21. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://www.advancedwebranking.com/ctrstudy/ How to know if your CTR is poor? T ake as a reference AWR CTR Report
22. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING. COM Automate this using tools that integrate w/ the Search Console for CTR Underperformers
23. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify which are the meaningful terms that you 
 want to target ranking with the relevant page
24. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Let’s assess why the relevant pages for these important terms w/ high potential have such a poor CTR
25. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IMPORTXML(B2,"//title") =IMPORTXML(B2,”//meta[@name=‘description’]/@content") =IMPORTXML(B2,"//h1") Verify how descriptive and long these pages’ title tags, meta descriptions and H1s are…
26. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEARCH(search_for, text_to_search, [starting_at]) Validate if the title tag, meta description and H1 include the terms for which you want to rank
27. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://www.seowl.co/title-rewrite-checker/ Are these Titles & Descriptions shown in SERPs or are they replaced by G? Check in bulk!
28. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SISTRIX …or with Sistrix for any page, prioritizing those in top positions for popular queries
29. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Google will show Headings now more instead of title tags when they are more descriptive and shorter ADVANCED WEB RANKING
30. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Unfortunately, this change means a worse CTR for pages in some scenarios
31. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Before the Update Updated Title Tag Optimize them to become descriptive, attractive, but short avoiding replacement & improving CTR After the Update
32. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify SERPs inclusions opportunities vs. competitors scraping w/ IMPORTXML / IMPORTFROMWEB & XPATH
33. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Get the ranked pages for those top queries with poor CTR to assess in Google sheets vs. competitors
34. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Obtain & assess SERPs titles & descriptions of best ranked pages, & see how they’re optimized vs. yours
35. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE For example, this remoters page showing “part time” jobs not mentioning it in the metadata
36. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Verify if these SERPs are including features like Featured Snippets or Carrousels that you can leverage
37. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEMRUSH You can identify these opportunities too by using tools like SEMrush w/ SERP features filtering for any site…
38. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Assess which have a higher impact on your SERPs and are relevant to include
39. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Poor SERPs CTR Non-Relevant / Unattractive Title Tags and Meta Descriptions to optimize Featured Snippet Add a Table of Content / Index to generate Featured Snippet Rich Results Include or fix structured data implementation to generate rich result Content generation in the relevant format News/Videos/Products/etc. Carrousels SERP features inclusion that you’re not leveraging but could Prioritize those actions that will improve your SERP visibility for high impact queries with current content
40. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SITEBULB If you already have schema but you’re not yet generating rich results: crawl & troubleshoot
41. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE In the case of featured snippets, it’s about changing already existing content organization and structure
42. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify relevant popular terms with poor CTR that you want to target but you’re not ranking with right page
43. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE This assessment has been further facilitated with search intent features! In doubt: check top pages SEMRUSH
44. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Differentiate and optimize the cannibalized pages content in case is relevant to keep them and target to different queries Create a new page with relevant content that address the query to be ranked Content cannibalization between many different relevant pages to fix Lack of content that should created for the specific search Consolidate the cannibalized pages if the meant to be targeted queries are the same with similar content, whether 301 redirecting or canonicalizing to the best performing one Validate if you should differentiate & optimize further, consolidate or create new content
45. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Eg. the page ranking for “remote only companies” despite not being focused on this query
46. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/ Identify these cannibalization issues for free with search console data
47. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM .. or leverage paid tools features to identify those pages ranking for the same queries
48. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Selecting to keep those that perform better, while 
 301- redirecting and merging those that are not
49. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM Monitor the impact by using SEO testing 
 frameworks like to measure the outcome
50. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Optimizing internal linking 
 of almost ranking pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
51. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE For queries you have more relevant content than the competition but lower page link popularity…
52. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS Obtain the backlink data from the Search Console and Third-Party Tools, like SEMRush
53. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identifying pages with backlinks triggering errors or erroneously redirecting
54. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE SEARCH CONSOLE, RYTE & SITEBULB Obtain also internal linking data by using both Google Search Console & your own site crawls
55. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”") Integrate backlinks metrics with pages and queries using VLOOKUP+IFERROR functions in Google Sheets
56. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFERROR(VLOOKUP(B2,internallinks!$A$2:$J$2830,2,false),"") Do the same with internal links data to integrate in the same sheet than backlinks and rankings metrics
57. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify the pages that aren’t yet in the best positions for popular queries, w/ poor internal links & backlinks
58. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Start linking them from those pages with higher backlink popularity in a relevant way
59. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improve internal linking to these pages with a secondary navigation system from different site areas
60. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Monitoring trends and content freshness to update & rank better #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
61. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE TRENDS AND GLIMPSE If we’ve learned something in latest years, is that search preferences and trends can change really fast…
62. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Update existing content to keep its relevance towards changing topics Create new content to answer more effectively to new search queries and reach more users It’s critical to identify to keep the relevance of current content and expand reach for more traffic w/ new one Change of search behavior or search trend GOOGLE TRENDS AND GLIMPSE
63. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Annual update of content New search behavior Eg. See what happens with the remote work trends page updated at the start of the year…
64. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE This page stopped ranking as it hadn’t been updated after the big remote work shift in March 2020
65. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE New Content Update Once it was updated to include the new Covid related information, its rankings and traffic improved again…
66. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE You can identify clicks anomalies in Search Console using tools like Ryte with alerts…
67. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GA4 CUSTOM INSIGHT ALERTS Set GA4 Custom Insight alerts to be notified 
 when organic search traffic trends drop…
68. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE ADVANCED WEB RANKING ALERTS … as well as rankings drops for targeted tracked 
 queries with rank tracking tools like AWR
69. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Manually validate to check change in impressions/ rankings/CTR between periods with Search Console
70. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change") Use the IFS function in Google Sheets to compare to easily check if it has increased or decreased
71. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Verify which popular relevant terms have dropped in impressions, CTR or rankings and analyze vs. content
72. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM Automate this by using tools like SEOtesting and Ryte too!
73. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE TRENDS AND GLIMPSE Identify the change in search behavior in your sector with tools like Glimpse
74. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM As well as by using your own Search Console Data new queries
75. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It’s about identifying “low hanging fruit” that 
 will give results faster, with the lowest efforts! Improving the CTR 
 of Top-ranked pages Optimizing internal linking 
 of almost ranking pages Monitoring trends and content freshness to update & rank better
76. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE In parallel to your initial SEO analysis, 
 to accelerate the process & gain further support 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
77. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Thanks! Questions? 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 #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE