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

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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

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

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

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

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

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

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

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

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

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

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

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@aleyda

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

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

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

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

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@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.

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

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

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@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

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

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@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/

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

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@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

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@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

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

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

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

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

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

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@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

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@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%

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

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@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

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

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

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

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@aleyda What will the SEO audit include?

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@aleyda What will SEO reports include?

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@aleyda What SEO KPIs will you report on?

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

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

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@aleyda “Plenty of resources”

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

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

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

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@aleyda How do we avoid this from happening?

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@aleyda How do I implement that?

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

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

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

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

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

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

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@aleyda When do we eliminate product pages?

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

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

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

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

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

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

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

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@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/

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

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

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@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

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

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

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

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@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