Building effective SEO roadmaps #brightonSEO

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Building effective SEO roadmaps Lucia Lecesne WISE slideshare.net/LuciaLecesne @lucialecesne @lucialecesne

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Things roadmaps and escape rooms have in common

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SEO roadmap Escape rooms Goal Things roadmaps and escape rooms have in common @lucialecesne wi.se/seo

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The problem @lucialecesne wi.se/seo

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Resources and implementation @lucialecesne wi.se/seo

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Why should you use a roadmap? @lucialecesne wi.se/seo

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Builds relationship with the product team @lucialecesne wi.se/seo

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Helps team stay on track @lucialecesne wi.se/seo

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Helps with planning execution of your plan @lucialecesne wi.se/seo

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Helps secure engineering investment @lucialecesne wi.se/seo

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End goal: run SEO as a product team @lucialecesne wi.se/seo

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When NOT to use a roadmap @lucialecesne wi.se/seo

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* Small fixes * Agency side * Not a long term SEO investment @lucialecesne wi.se/seo

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The myths @lucialecesne wi.se/seo

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“It’s just an SEO audit with priority column” @lucialecesne wi.se/seo

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“Just a spreadsheet with a gantt chart in it” @lucialecesne wi.se/seo

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Powerful communication tool… @lucialecesne wi.se/seo

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…to build narrative around SEO strategy @lucialecesne wi.se/seo

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This is how @lucialecesne wi.se/seo

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Step 1 Your goal @lucialecesne wi.se/seo

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Organically reach users planning to make an international transfer @lucialecesne wi.se/seo

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From SEO to users: Targeting users about to do some action @lucialecesne wi.se/seo

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What do they search for? @lucialecesne wi.se/seo

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How can you use SEO to solve your users problems ? @lucialecesne wi.se/seo

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Step 2 Ask for a hint @lucialecesne wi.se/seo

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Just ask your users @lucialecesne wi.se/seo

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SEOs have advantage over product managers @lucialecesne wi.se/seo

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1. Google is world's largest user testing platform @lucialecesne wi.se/seo

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2. Keywords and ranking data are a goldmine of information @lucialecesne wi.se/seo

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Analyse your user's conversion journey from transaction backwards @lucialecesne wi.se/seo

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Use product and SEO toolbox to build narrative around your SEO strategy @lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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Users rarely use your product for fun – they have jobs to do

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@lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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Keyword research, SERP and competitor analysis inform content strategy @lucialecesne wi.se/seo

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Step 3 Build the narrative @lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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Step 4 Size the problem @lucialecesne wi.se/seo

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Search volume * CTR = Estimated traffic Traffic * CVR = Estimated new users NU * LTV = Revenue @lucialecesne wi.se/seo

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Bonus points for growth forecast @lucialecesne wi.se/seo

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What to expect 3/6/9/12 months from launch? @lucialecesne wi.se/seo

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Set yourself a target @lucialecesne wi.se/seo

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Step 5 The solution @lucialecesne wi.se/seo

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Write down what needs to be done @lucialecesne wi.se/seo

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Break it down to milestones Source: blog.fastmonkeys.com, idea from Spotify product team @lucialecesne wi.se/seo

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Lowest effort solution that solves the problem for significant number of users.

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Step 6 Unlock the door @lucialecesne wi.se/seo

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Scope the effort @lucialecesne wi.se/seo

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Prioritise @lucialecesne wi.se/seo

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@lucialecesne wi.se/seo

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7 years after launch still growing Source: Ahrefs 2019 2024 @lucialecesne wi.se/seo

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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

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Congratulations You’ve won a free template. wi.se/seo-roadmap @lucialecesne wi.se/seo

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We’re hiring! wi.se/seo @lucialecesne wi.se/seo