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What Makes your SEO Fail (and how to fix it)

DDavydoff
September 20, 2019
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What Makes your SEO Fail (and how to fix it)

DDavydoff

September 20, 2019
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  1. #seosuccess by @aleyda from @orainti for #brightonseo
    #seosuccess by @aleyda from @orainti for #brightonseo
    WHAT MAKES YOUR SEO FAIL 

    (AND HOW TO FIX IT)

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  2. #seosuccess by @aleyda from @orainti for #brightonseo
    When I started
    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

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  3. #seosuccess by @aleyda from @orainti for #brightonseo
    Then I worked 

    in-house but got
    minimum development
    support to execute
    due to resources /
    timing constraints
    #seosuccess by @aleyda from @orainti for #brightonseo

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  4. #seosuccess by @aleyda from @orainti for #brightonseo
    Then I moved to
    another in-house
    position, assured tech
    resources… but got
    business model
    constraints
    #seosuccess by @aleyda from @orainti for #brightonseo

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  5. #seosuccess by @aleyda from @orainti for #brightonseo
    Then I worked 

    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

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  6. #seosuccess by @aleyda from @orainti for #brightonseo
    Thanks @WillmannTobias! https://twitter.com/WillmannTobias/status/1154113730894008320
    Achieving
    SEO success is
    complex

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  7. #seosuccess by @aleyda from @orainti for #brightonseo
    Need of
    multidisciplinary
    & 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

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  8. #seofail by @aleyda from @orainti for #brightonseo
    #seofail by @aleyda from @orainti for #brightonseo
    https://twitter.com/aleyda/status/1163809007854747650
    But which are the
    causes for SEO
    processes failure? 

    I did a survey!

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  9. #seosuccess by @aleyda from @orainti for #brightonseo

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  10. #seosuccess by @aleyda from @orainti for #brightonseo
    #seofail by @aleyda from @orainti for #brightonseo
    https://docs.google.com/forms/d/104st26vG1MQjgYMOwAA3gGfD2j4BQRaHbz7Oel6kGqg/
    With the option to add any additional cause too

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  11. #seosuccess by @aleyda from @orainti for #brightonseo
    I got 534 answers with their 

    top 3 causes of SEO failure

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  12. #seosuccess by @aleyda from @orainti for #brightonseo
    Let’s take a look at the 

    Why SEO Processes Fail survey results

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  13. #seosuccess by @aleyda from @orainti for #brightonseo
    Notice the difference between the top 2 causes,
    which are about resources vs. the rest

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  14. #seosuccess by @aleyda from @orainti for #brightonseo
    In fact, the top 3
    causes are related
    to budget/
    resources issues!

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  15. #seosuccess by @aleyda from @orainti for #brightonseo
    The top 5 failure
    causes have to
    do with SEO
    execution
    challenges

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  16. #seosuccess by @aleyda from @orainti for #brightonseo
    The first SEO
    analysis cause is
    in No. 7

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  17. #seosuccess by @aleyda from @orainti for #brightonseo
    When
    organizing per
    type, the top
    causes are from
    budget, client
    management,
    and restrictions
    issues

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  18. #seosuccess by @aleyda from @orainti for #brightonseo
    Avoiding these top 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

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  19. #seosuccess by @aleyda from @orainti for #brightonseo
    But, are all these really part of an 

    SEO specialist/consultant job?

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  20. #seosuccess by @aleyda from @orainti for #brightonseo
    They’re causing your SEO failure so you better
    learn how to fix them! Let’s see how.
    #seosuccess by @aleyda from @orainti for #brightonseo

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  21. #seofail by @aleyda from @orainti for #brightonseo
    Validate that there’s
    a real fit and
    alignment with
    client/decision
    maker for an SEO
    process
    #seosuccess by @aleyda from @orainti for #brightonseo
    1.

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  22. #seosuccess by @aleyda from @orainti for #brightonseo
    The lack of resources and restrictions issues start
    when the SEO process is qualified and sold
    Is there real fit
    for SEO?
    Are the
    expectations
    aligned?

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  23. #seosuccess by @aleyda from @orainti for #brightonseo
    There are 4 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

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  24. #seosuccess by @aleyda from @orainti for #brightonseo
    https://en.wikipedia.org/wiki/Solution_selling
    Diagnosing
    customer 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

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  25. #seosuccess by @aleyda from @orainti for #brightonseo
    Although ideal scenarios are unlikely, we can
    maximize the chances to have w/ “better clients”
    Thanks @rebelytics!

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  26. #seosuccess by @aleyda from @orainti for #brightonseo
    Afraid you will
    never close a new
    SEO client or find
    a new job?

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  27. #seosuccess by @aleyda from @orainti for #brightonseo
    Position yourself in 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

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  28. #seosuccess by @aleyda from @orainti for #brightonseo
    Like Els in UX & CRO

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  29. #seosuccess by @aleyda from @orainti for #brightonseo
    A great fit and alignment w/ the decision maker is
    fundamental, so they can become your champion

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  30. #seosuccess by @aleyda from @orainti for #brightonseo
    Otherwise there will be more chances 

    to end up in these SEO failure scenarios
    Thanks @IRGwebsites!

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  31. #seosuccess by @aleyda from @orainti for #brightonseo
    Low number of great clients > High number of bad clients
    Remember that it should be about 

    a positive ROI, not raw clients numbers

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  32. #seosuccess by @aleyda from @orainti for #brightonseo
    Follow @aprildunford and read https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
    Follow @aprildunford and read Obviously
    Awesome to learn about positioning

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  33. #seofail by @aleyda from @orainti for #brightonseo
    Facilitate execution w/ actionable, prioritized,
    incremental, validated recommendations
    2.
    #seosuccess by @aleyda from @orainti for #brightonseo

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  34. #seosuccess by @aleyda from @orainti for #brightonseo
    Your SEO process success
    relies in your capacity to
    get your recommendations
    executed

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  35. #seosuccess by @aleyda from @orainti for #brightonseo
    Although there might be always factors 

    out there that are not under our control…

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  36. #seosuccess by @aleyda from @orainti for #brightonseo
    Not showing
    how 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

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  37. #seosuccess by @aleyda from @orainti for #brightonseo
    …while following certain principles that will
    facilitate their implementation & maximize impact
    Strategical
    Contextual
    Segmented
    Prioritized
    Actionable
    Incremental
    Iterative

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  38. #seosuccess by @aleyda from @orainti for #brightonseo
    SEO audits shouldn’t be just a checklist 

    validating isolated optimization issues
    YOUR SITE
    LINKS
    POPULARITY
    TECHNICAL CONFIGURATION
    CRAWLABILITY & INDEXABILITY
    CONTENT
    RELEVANCE

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  39. #seosuccess by @aleyda from @orainti for #brightonseo
    YOUR SITE
    LINKS
    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

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  40. #seosuccess by @aleyda from @orainti for #brightonseo
    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
    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

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  41. #seosuccess by @aleyda from @orainti for #brightonseo
    Making them easy to follow with examples,
    screenshots and actionable wording
    Type A
    Type B
    Scenario 1: Update the canonicalization tag to self-refer to URLs without /

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  42. #seosuccess by @aleyda from @orainti for #brightonseo
    Showing how the issue is affecting the site current
    rankings/traffic/conversions vs. competitors
    YOUR SITE

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  43. #seosuccess by @aleyda from @orainti for #brightonseo
    X TYPE OF 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

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  44. #seosuccess by @aleyda from @orainti for #brightonseo
    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
    Establishing an implementation priority based on
    the impact and difficulty of each recommendation

    View full-size slide

  45. #seosuccess by @aleyda from @orainti for #brightonseo
    RECOMMENDATIONS AFFECTED AREAS 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

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  46. #seosuccess by @aleyda from @orainti for #brightonseo
    RECOMMENDATIONS AFFECTED AREAS 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

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  47. #seosuccess by @aleyda from @orainti for #brightonseo
    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
    Organizing your SEO recommendations 

    starting with the highest priority one

    View full-size slide

  48. #seosuccess by @aleyda from @orainti for #brightonseo
    RECOMMENDATIONS
    AFFECTED
    AREAS
    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

    View full-size slide

  49. #seosuccess by @aleyda from @orainti for #brightonseo
    RECOMMENDATIONS
    AFFECTED
    AREAS
    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

    View full-size slide

  50. #seosuccess by @aleyda from @orainti for #brightonseo
    YOUR SITE
    CONTENT
    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

    View full-size slide

  51. #seosuccess by @aleyda from @orainti for #brightonseo
    Is there anything 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

    View full-size slide

  52. #seosuccess by @aleyda from @orainti for #brightonseo
    Use the matrix 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

    View full-size slide

  53. #seosuccess by @aleyda from @orainti for #brightonseo
    PRE-LAUNCH
    VALIDATION: OK?
    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

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  54. #seosuccess by @aleyda from @orainti for #brightonseo
    Deepcrawl, Ryte, Botify, OnCrawl
    Setting recurrent crawls to continuously validate
    the optimization status after each release

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  55. #seosuccess by @aleyda from @orainti for #brightonseo
    Developing 

    SEO trainings,
    Webinars,
    manuals, protocols
    and Wikis for
    better SEO
    understanding &
    alignment across
    team members

    View full-size slide

  56. #seosuccess by @aleyda from @orainti for #brightonseo
    To minimize the
    chances of
    misunderstandings
    Thanks @lilyraynyc

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  57. #seosuccess by @aleyda from @orainti for #brightonseo
    LittleWarden and Contentking
    Setting real time
    SEO monitoring
    and alerts
    systems, to be
    warned if
    anything changes
    unexpectedly

    View full-size slide

  58. #seosuccess by @aleyda from @orainti for #brightonseo
    Because you want to cover your back and identify
    issues fast in case things don’t go as expected

    View full-size slide

  59. #seosuccess by @aleyda from @orainti for #brightonseo
    Thanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333
    It’s about simplifying and prioritizing to facilitate
    execution by avoiding overwhelming stakeholders

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  60. #seosuccess by @aleyda from @orainti for #brightonseo
    While being prepared with alternatives 

    and covered for worst-cases scenarios

    View full-size slide

  61. #seofail by @aleyda from @orainti for #brightonseo
    Minimize restrictions with a fluid and agile
    communication with clients/stakeholders
    #seosuccess by @aleyda from @orainti for #brightonseo
    3.

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  62. #seosuccess by @aleyda from @orainti for #brightonseo
    Thanks @areej_abuali! https://www.slideshare.net/areejabuali/restructuring-websites-to-improve-indexability-140072104
    Remember that as an SEO you 

    become other people’s consultants

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  63. #seosuccess by @aleyda from @orainti for #brightonseo
    Thanks @thecoolestcool and @sam_marsden
    Learn to communicate SEO value and win people
    support by showing how you can help them

    View full-size slide

  64. #seosuccess by @aleyda from @orainti for #brightonseo
    Everything is far easier
    if you have an internal
    SEO champion among
    the decision makers
    Thanks @leximills and @Chrisgreen87

    View full-size slide

  65. #seosuccess by @aleyda from @orainti for #brightonseo
    #auditoriaseo en #seoday por @aleyda de @orainti
    Thanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092
    Communicating with
    ambiguity and
    technicalities won’t
    help

    View full-size slide

  66. #seosuccess by @aleyda from @orainti for #brightonseo
    Thanks @stekenwright https://twitter.com/stekenwright/status/1163690546961035264
    Like Stephen Kenwright proposes here

    View full-size slide

  67. #seosuccess by @aleyda from @orainti for #brightonseo
    KPIS YOU MONITOR
    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

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  68. #seosuccess by @aleyda from @orainti for #brightonseo
    X % REVENUE 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

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  69. #seosuccess by @aleyda from @orainti for #brightonseo
    Learn to word & 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?

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  70. #seosuccess by @aleyda from @orainti for #brightonseo
    https://www.crystalknows.com
    You can use tools
    like Crystal to
    better understand
    stakeholders
    personalities to
    craft your message

    View full-size slide

  71. #seosuccess by @aleyda from @orainti for #brightonseo
    https://www.crystalknows.com
    Like, learning how to persuade

    Kelvin Newman to take action

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  72. #seosuccess by @aleyda from @orainti for #brightonseo
    Read these books to learn how to better 

    communicate, connect and influence others

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  73. #seosuccess by @aleyda from @orainti for #brightonseo
    SEO Issues
    SEO Opportunities
    It’s about refining how
    you communicate SEO
    to get more support
    & understanding

    View full-size slide

  74. #seosuccess by @aleyda from @orainti for #brightonseo
    #seosuccess by @aleyda from @orainti for #brightonseo
    Ready to be a more effective SEO?
    Positioning Prioritization Communication

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  75. #seosuccess by @aleyda from @orainti for #brightonseo
    I reckon these might not be popular topics 

    but they’re critical to succeed in SEO
    Thanks @MyNameIsTylor

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  76. #seosuccess by @aleyda from @orainti for #brightonseo
    Because for experienced specialists, 

    SEO is an execution, not a knowledge problem
    Thanks @kevin_indig

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  77. #seosuccess by @aleyda from @orainti for #brightonseo
    https://www.aleydasolis.com/en/search-engine-optimization/successful-seo-consulting-tips/
    One of the reasons
    why I started my own
    SEO consultancy, to
    have more control
    with whom I work
    with and how. Here
    are more tips that you
    can take a look at!

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  78. #strategicalseo by @aleyda from @orainti for buyma
    * SEO Consultant & 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

    View full-size slide