Building effective SEO roadmaps #brightonSEO

Discover how to create SEO roadmaps that prioritise impact and address your users' needs. In this presentation, Lucia shared some real-world examples of how well-structured SEO roadmaps can empower in-house SEO teams to execute more focused and effective strategies. She also demonstrates how these roadmaps can help justify continued engineering investment, driving long-term success for your SEO efforts.
#BrightonSEO

Transcript

1. Building effective SEO roadmaps Lucia Lecesne WISE slideshare.net/LuciaLecesne @lucialecesne @lucialecesne
3. Things roadmaps and escape rooms have in common
4. SEO roadmap Escape rooms Goal Things roadmaps and escape rooms have in common @lucialecesne wi.se/seo
5. The problem @lucialecesne wi.se/seo
6. Resources and implementation @lucialecesne wi.se/seo
8. Why should you use a roadmap? @lucialecesne wi.se/seo
9. Builds relationship with the product team @lucialecesne wi.se/seo
10. Helps team stay on track @lucialecesne wi.se/seo
11. Helps with planning execution of your plan @lucialecesne wi.se/seo
12. Helps secure engineering investment @lucialecesne wi.se/seo
13. End goal: run SEO as a product team @lucialecesne wi.se/seo
14. When NOT to use a roadmap @lucialecesne wi.se/seo
15. * Small fixes * Agency side * Not a long term SEO investment @lucialecesne wi.se/seo
16. The myths @lucialecesne wi.se/seo
17. “It’s just an SEO audit with priority column” @lucialecesne wi.se/seo
18. “Just a spreadsheet with a gantt chart in it” @lucialecesne wi.se/seo
19. Powerful communication tool… @lucialecesne wi.se/seo
20. …to build narrative around SEO strategy @lucialecesne wi.se/seo
21. This is how @lucialecesne wi.se/seo
22. Step 1 Your goal @lucialecesne wi.se/seo
23. Organically reach users planning to make an international transfer @lucialecesne wi.se/seo
24. From SEO to users: Targeting users about to do some action @lucialecesne wi.se/seo
25. What do they search for? @lucialecesne wi.se/seo
26. How can you use SEO to solve your users problems ? @lucialecesne wi.se/seo
27. Step 2 Ask for a hint @lucialecesne wi.se/seo
28. Just ask your users @lucialecesne wi.se/seo
29. SEOs have advantage over product managers @lucialecesne wi.se/seo
30. 1. Google is world's largest user testing platform @lucialecesne wi.se/seo
31. 2. Keywords and ranking data are a goldmine of information @lucialecesne wi.se/seo
32. Analyse your user's conversion journey from transaction backwards @lucialecesne wi.se/seo
33. Use product and SEO toolbox to build narrative around your SEO strategy @lucialecesne wi.se/seo
34. @lucialecesne wi.se/seo
35. Users rarely use your product for fun – they have jobs to do
36. @lucialecesne wi.se/seo
37. @lucialecesne wi.se/seo
38. @lucialecesne wi.se/seo
39. @lucialecesne wi.se/seo
40. Keyword research, SERP and competitor analysis inform content strategy @lucialecesne wi.se/seo
41. Step 3 Build the narrative @lucialecesne wi.se/seo
42. @lucialecesne wi.se/seo
43. @lucialecesne wi.se/seo
45. Step 4 Size the problem @lucialecesne wi.se/seo
46. Search volume * CTR = Estimated traffic Traffic * CVR = Estimated new users NU * LTV = Revenue @lucialecesne wi.se/seo
47. Bonus points for growth forecast @lucialecesne wi.se/seo
48. What to expect 3/6/9/12 months from launch? @lucialecesne wi.se/seo
49. Set yourself a target @lucialecesne wi.se/seo
50. Step 5 The solution @lucialecesne wi.se/seo
51. Write down what needs to be done @lucialecesne wi.se/seo
52. Break it down to milestones Source: blog.fastmonkeys.com, idea from Spotify product team @lucialecesne wi.se/seo
53. Lowest effort solution that solves the problem for significant number of users.
54. Step 6 Unlock the door @lucialecesne wi.se/seo
55. Scope the effort @lucialecesne wi.se/seo
56. Prioritise @lucialecesne wi.se/seo
57. @lucialecesne wi.se/seo
58. 7 years after launch still growing Source: Ahrefs 2019 2024 @lucialecesne wi.se/seo
59. Main takeaways @lucialecesne wi.se/seo 1. Think like product, speak like product 2. Be clear about the whys and whats: why you are doing it and what is it going to bring 3. Power lies in combining user data and SEO data 4. Break your projects into meaningful milestones (Skateboard is better than a single wheel) 5. Launch, learn and keep iterating
60. Congratulations You’ve won a free template. wi.se/seo-roadmap @lucialecesne wi.se/seo
61. We’re hiring! wi.se/seo @lucialecesne wi.se/seo