working as an SEO at an agency, I felt I was handling too many clients to go as in- depth as needed… #seosuccess by @aleyda from @orainti for #brightonseo
at another agency with far less clients, mostly big brands, with high bureaucracy and very slow execution pace #seosuccess by @aleyda from @orainti for #brightonseo
& cross- departmental support Complex to understand High dependability on external factors & resources On-going and yet flexible process SEO success is difficult because of the nature of SEO Long-term results
from @orainti for #brightonseo https://twitter.com/aleyda/status/1163809007854747650 But which are the causes for SEO processes failure? I did a survey!
from @orainti for #brightonseo https://docs.google.com/forms/d/104st26vG1MQjgYMOwAA3gGfD2j4BQRaHbz7Oel6kGqg/ With the option to add any additional cause too
issues will likely minimize SEO failure! Lack of Budget and resources for content, technical and link building implementation Client/Project Communication Management issues through the SEO process Implementations restrictions and lack of flexibility to execute recommendations
fundamental criteria to qualify by identifying fit and align expectations in SEO There should be budget to invest and team involvement to support in content, development and link building There should be flexibility in the used Web platform and established processes to implement SEO actions There’s acceptance that results will be tied to execution and context, so results might need to be updated, along actions priorities if these change There should be willingness to wait long-term and execute at an on- going basis to see results Resources Flexibility Goals Context
needs Crafting a potential solution Establishing value Understanding the buying center / decision making unit (DMU) Positioning proof, ROI and the total solution Negotiating a win-win solution Following up to ensure customer success Prospecting Follow a solutions sales process, in which an SEO specialist and decision makers should be involved
the SEO market to attract the right clients (what makes you the best for them?) What’s your specialization? SEO area, sector, platforms, company size Why they should trust you vs. others? Establish trust based on your experience and past results Why is easier to work with you? Make it more convenient by developing your own tools, frameworks to facilitate the process
read https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005 Follow @aprildunford and read Obviously Awesome to learn about positioning
the issues impact the site growth Too long and difficult to read document Not connecting with site ultimate business goals Not prioritizing based on the impact and criticality Focusing on the issues without specifying solutions Lack of continuous communication and validation during execution Lack of continuous monitoring of execution impact … you can also facilitate SEO execution & growth by avoiding one-time reccos with these issues
be just a checklist validating isolated optimization issues YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE
POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE CONTEXT CURRENT RANKINGS STRATEGY COMPETITION RANKINGS AUDIENCE SEARCH BEHAVIOR SERPS CHARACTERISTICS WEBSITE BUSINESS MODEL BUSINESS & MKT GOALS MARKETING ACTIVITIES OTHER DIGITAL CHANNELS But the analysis that takes into consideration context & strategy to drive the SEO process
IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO EFFECT OPTIMIZATION STATUS IMPLEMENTATION DIFFICULTY IMPLEMENTATION RESOURCES BUSINESS IMPORTANCE Defining actions w/ importance, difficulty, resources showing how to fix each meaningful issue 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High
PAGES WHICH ARE ERRONEOUSLY CANONICALIZED TO WHICH PAGES ARE THEY CANONICALIZED? FROM WHICH PAGES THEY’RE LINKED? WHAT’S THE SIMILARITY WITH THE PAGES THEY’RE CANONICALIZED TO? HOW MANY LINKS GO TO EVERY PAGE? ARE THE PAGES TO WHICH THEY’RE CANONICALIZED INDEXABLE? ARE THE LINKS FOLLOWED? Segmenting and attaching affected pages of each scenario including data to facilitate implementation
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 Establishing an implementation priority based on the impact and difficulty of each recommendation
SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 X Page A LOW MEDIUM MEDIUM YES YES NO TBD Y Page B MEDIUM LOW MEDIUM YES YES NO TBD Z Page C LOW LOW MEDIUM YES YES NO TBD Putting in context in a recommendations matrix documenting their characteristics and priority
SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 1ST 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 3 2ND DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE Z Page C LOW LOW MEDIUM YES YES NO TBD NONE Keeping only those to be ideally included in the initial SEO iterations due to their high priority
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 Organizing your SEO recommendations starting with the highest priority one
SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 15 Using the recommendations matrix as a summary and index to facilitate going through them
SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY IMPLEMENTAT ION DIFFICULTY VALIDATE D PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 LOW 1 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15 Presenting the recommendations, while validating their difficulty, feasibility & priority w/ stakeholders
RELEVANCE LINKS POPULARITY HIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT Verifying together the availability of the connected resources that will be required in each SEO area
critical not doable to execute? Why? Find alternatives with similar outcomes! VIA XML SITEMAP? VIA HTTP HEADER? VIA GTM? VIA EDGE SEO / CDN? HTML HEAD CAN’T BE EDITED TO IMPLEMENT HREFLANG
to set a feasible execution calendar validated with stakeholders 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 01/08/2019 15/08/2019 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 15/08/2019 30/08/2019 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 30/08/2019 15/09/2019 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 15/09/2019 30/09/2019 WHAT WHY WHERE WHO WHEN
IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIX FIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Agreeing on an on-going implementation and validation process that aligns w/ existing workflow
por @aleyda de @orainti Thanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 Communicating with ambiguity and technicalities won’t help
REVENUE TRAFFIC RANKINGS INDEXABILITY CRAWLABILITY LINKS Personalize your reports based on stakeholders and what they're responsible (and care) for KPIS YOU SHARE WITH DEVELOPMENT TEAM INDEXABILITY CRAWLABILITY KPIS YOU SHARE WITH PR TEAM LINKS KPIS YOU SHARE WITH MARKETING TEAM REVENUE TRAFFIC RANKINGS TRAFFIC
GROWTH IN X & Y AREAS IN N MONTHS X % ORGANIC TRAFFIC GROWTH IN X & Y AREAS IN N MONTHS X % OF RANKINGS VISIBILITY GROWTH FOR Z TOPICS IN N MONTHS X % ROI IN N MONTHS WHAT HAVE BEEN ACHIEVED? WHAT WE WILL DO NEXT TO IMPROVE? Y ACTION WITH X RESOURCES DURING Z TIME Z ACTION WITH N RESOURCES DURING Z TIME Make your reports actionable, with specific actions to take based on what you inform about
& format your messages based on audience to be relevant, actionable & get support Recommendations Presentations Follow-Up Calls Reports … Why should this matter to the other person? What’s the issue and expected outcome? How can this person help to make it happen? What are the next steps to take? … What are the alternatives?
& Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 I’m Aleyda Solis, International SEO Consultant & Founder at Orainti. Thanks! #seosuccess by @aleyda from @orainti for #brightonseo
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