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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI The Keys for SEO Success What it Takes and How To Tackle Challenges

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AI OVERVIEWS CHATGPT, PERPLEXITY, AND LLMS THREAT Welcome to the “fine” state of SEO in 2024 GOOGLE DOC LEAKS GOOGLE SEARCH 
 UPDATES AI ORGANIZED SERPS SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI The pace of changes and the uncertainty that comes with it is at all-time high in search

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ It’s not only you. I actually asked about it!

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ It has never been harder to sell SEO

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI It has also never been harder to achieve SEO goals https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ But why? Despite the changing context, 
 most of the top challenges to achieve goals haven’t really changed much

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://hub.seofomo.co/surveys/seofomo-technical-seo-survey/ How are we going to achieve SEO goals if most SEOs only see 40-60% of recommendations implemented?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI And way too many SEO related actions are not implemented as fast as expected either? https://hub.seofomo.co/surveys/seofomo-technical-seo-survey/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI And even when they are, there’s the uncertainty that this might end up happening with Google Updates if you’re a small site…

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI …While the biggest UGC platforms continue to gain visibility and outrank specialized sites

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Please, make it make sense

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://www.searchpilot.com/resources/blog/google-is-still-your-biggest-traffic-referrer The thing is: Google is not (yet) going away, 
 it’s still the biggest traffic referrer

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Organic search remains the dominant 
 source of trackable web traffic by far https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ And despite SERP shifts, uncertainty and execution issues, most projects still achieve goals

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://www.searchpilot.com/resources/blog/google-is-still-your-biggest-traffic-referrer We clearly still need to better influence and communicate the value and impact of SEO to get buy-in and win (more)

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI It’s time to change how we think about the SEO problems we face to better tackle them, and maximize our SEO success

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Let’s take a step back

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI At a high level, the SEO challenge is whether about brand or product, depending on the size

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI For smaller companies: solving the “brand” (popularity & authority) issue is the biggest one

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI For bigger companies (and sites), the “product” (execution buy-in & alignment) is the top challenge

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI In terms of SEO areas of importance, 
 it translates to this PRODUCT BRAND

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI But the difference in size, also impacts the type of challenges faced at the execution level PRODUCT BRAND

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI The sites that succeed building their brand (popularity + authority) and are still flexible and lean despite growth to optimize their product (technical) end up winning

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI But how are we in SEO going to grow the brand and optimize the product? It goes beyond the scope of what we do!

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://developers.google.com/search/docs/fundamentals/creating-helpful-content Not really. Establishing a trusted brand with a great product search experience that Google can recognize as authoritative is what the “people first” guidelines are about

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Google has also directly shared they want to showcase “real” brands with expertise in SERPs https://www.youtube.com/watch?v=m3M_tal884c

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://static.googleusercontent.com/media/guidelines.raterhub.com/es//searchqualityevaluatorguidelines.pdf Growing a brand it’s about establishing an identity, to facilitate recognition and reputation, which are used by Quality Raters to evaluate sites too

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Haven’t we learned from the Google Doc leak? Goog tracks many signals related to brand assessment https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Also, in today’s SERPs full of features, establishing a brand people trust and has affinity for, is key to attract traffic

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI It’s also not about replacing brand or product specialists but aligning efforts for search impact RELEVANT, EXPERIENCED & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE > YOUR SITE PAGES COMPETITORS PAGES APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT POPULAR & 
 AUTHORITATIVE AWARENESS LOYALTY USERS SEARCH JOURNEY RANKABLE 
 FOR RELEVANT 
 QUERIES CONSIDERATION ACQUISITION SERVICE

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Here are practical ways to address the brand and product challenges within SEO for scalable success SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://botpenguin.com/glossary/brand-positioning Start by understanding your brand positioning: how you’re going to differentiate vs competitors, and why you should be chosen over them

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI How do you want to be recognized or not? 
 For example, If you’re a cruise line, do you want to rank for “cheap cruises”?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Let’s see how to integrate branding in your SEO strategy to own branded & non-branded SERPs BRANDED NON-BRANDED

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://serpapi.com/knowledge-graph Let’s start with the fundamentals: Is your brand recognized as an entity in Google’s Knowledge Graph? Are the details correct & all presence included?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://audits.com/tools/knowledge-graph-search/ What’s your salience score towards your brand query? Are there other sites recognized for it too?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://developers.google.com/search/docs/appearance/structured-data/organization & https://validator.schema.org/ Specify all brand details through the Organization Schema on your site! Use every relevant property

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Claim your knowledge panel and suggest changes to make the details accurate

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Optimize all your brand presence consistently 
 and link back to your main site

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://inlinks.com/free-seo-tools/named-entities-indexing-checker-seo-tool/ Beyond your brand: What other relevant entities are recognized in your site content?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://inlinks.com/ Develop your site knowledge graph to specify all relevant entities and semantic connections in your content to facilitate Google relevance assessment

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Make sure you’re targeting your branded search demand: assess the share & trend in top markets

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI What are users asking about your brand? Are the questions aligned with your brand strategy?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://alsoasked.com/ What about those questions addressed through PAA’s in SERPs?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://numerous.ai/ What’s the sentiment of the top questions? Use Add-on’s like Numerous.ai to classify them

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI What about conversations on social platforms? What are the top topics? What’s their sentiment? Use social audience analysis tools like buzzabout https://buzzabout.ai/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI What about your competitors queries? What are the questions about? Is your brand able to solve these issues as well? Assess the relevance to target!

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI How are you addressing all these queries? For how many are you already ranking in top positions?

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://www.keywordinsights.ai/ Use this to expand your content clusters based on opportunity & grow your brand & topical relevance

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI What’s the blend of branded vs non- branded searches you’re already ranking for? Balance your targeting not only based on relevance & search volume but also intent & conversions!

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Remember to grow your authority! You shouldn’t only target mid-bottom of the funnel queries, but also top of the funnel topics your audience will find useful, engage & happily link

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI It’s the alignment of all these actions that will help you to establish a recognizable brand that’s so popular in its sector Google can’t overlook & users will click even if not in 1st position

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Once you’ve started positioning and growing an authoritative brand Google can’t overlook, it’s time to solve the product problem

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 Start by understanding the Product Triangle, a representation of the key areas needing alignment for product success

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Unsurprisingly, these are also the 3 areas of stakeholders involved in SEO execution that can make or break the process https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 MARKETING TEAM DEV/UX TEAM BIZ DECISION MAKERS SEO SEO SEO

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI SEO should also align with the needs, constraints & goals of these 3 areas to avoid common issues SEO SEO SEO

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Love it or hate it, SEO can’t succeed in a silo without them! Let’s use Product Management principles to solve the alignment challenges

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Follow JAD Principles to gather “joint” requirements involving stakeholders since early on https://cooens.com/knowledge-base/the-joint-application-development-methodology-approach-jad/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Run interviews with the 
 3 key areas stakeholders during SEO analysis/auditing and go beyond goals to take their full context into account in SEO strategy, roadmap and ongoing communication GOALS KPIS ROADMAP CONSTRAINTS / PROBLEMS DEV/UX GROWTH BIZ

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO 
 CMO +50% SEO Process ROI in 12 months 
 +80% Organic Search Revenue in 12 months 
 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? 
 What’s the organic search revenue? 
 What’s our organic search traffic marketshare? SEO Process ROI YoY 
 Organic Search Revenue YoY 
 Organic Search Traffic marketshare position Organic Search Revenue 
 SEO related Cost (Consulting, resources) Website Organic search traffic 
 Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck 
 Conference Call Head of SEO +50% SEO Process ROI in 12 months 
 +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months 
 +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months 
 +20% Promoted pages Backlinks in 12 months 
 All Optimized Key pages indexability in 6 months 
 All Optimized Key pages crawlability in 6 months What’s the organic search ROI? 
 What’s the organic search revenue? 
 What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? 
 How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? 
 How are we crawling key pages? SEO Process ROI YoY 
 Organic Search Revenue YoY 
 Organic Search Traffic marketshare position 
 Non-branded commercial traffic YoY 
 Targeted queries rankings YoY 
 Promoted pages backlinks YoY 
 Key pages indexed 6 months trend 
 Key pages crawled 6 months trend Organic Search Revenue 
 SEO related Cost (Consulting, resources) Website Organic search traffic 
 Competitors Organic search traffic Non-Branded Commercial organic traffic 
 Organic search rankings 
 Backlinks per pages Ranked Pages 
 Indexed Pages Crawled Pages Analytics Web Traffic Tool 
 Search Console 
 Rank Tracker 
 Backlink Tool 
 SEO Crawler Website Level Per Product line 
 Per Category Per Page Type Monthly Presentation Deck 
 Conference Call 
 Google Sheets … … … … …. …. … Agreeing on what and how you will recommend 
 and report on based on what they care about

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Here’s a Sheet version of the SEO measurement and report Planner to set meaningful Goals & KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI https://caroli.org/en/user-story/ Create User Stories for each SEO recommendation to easily articulate the benefit and desired action at an strategic level

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Use the (D)RICE model to assess and prioritize SEO recommendations with the highest reach, impact, confidence and lower efforts across involved areas to ensure ROI https://www.intercom.com/blog/rice-simple-prioritization-for-product-managers/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI The model also helps to specify the level of scope, effort and expected impact from each SEO strategy

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Copy my (D)RICE SEO recommendations 
 specification and prioritization template https://docs.google.com/spreadsheets/d/1Z6Rw5VblHC_t6xPC-DB-3OyFyxPXkN71a-LEzr4bhBM/edit?usp=sharing

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Use the SCR Framework to organize 
 recos & reports for better understanding What we need? What’s the obstacle faced? What to do about it? https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI This is also used in storytelling and helpful for ongoing reporting, beyond recommendations too Goal: X% of [METRIC] by [DATE] Audience: [ROLE] 
 KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. 
 
 Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART Goal: 30% branded traffic share by December Audience: CEO/CMO 
 KPI: Branded Traffic Share https://speakerdeck.com/aleyda/how-to-develop-successful-seo-reports-number-seokomm

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI You can then describe each reco using the 
 Minto Pyramid Principle to back each action https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Your SEO recos and reports will be now organized to provide needed context & drive action https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI These principles will set the base to influence 
 and align stakeholders for product execution MEANINGFUL KPIS CLEAR 
 DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI MARKETING TEAM DEV/UX TEAM BIZ DECISION MAKERS SEO SEO SEO We will never automate buy-in! It’s time to solve 
 product challenges by using product principles & getting human alignment and support

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Too much work? Perfect! There will be less competition and more chances of success

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI At the end, it’s about the results. By growing a recognizable authoritative brand, with a cost- effective, well aligned and lean product execution

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI These principles will also serve you in the future too, independently of features & platforms https://blog.google/products/search/improving-search-next-20-years/

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI It’s time to change the narrative and win the brand & product challenge for consistent SEO success SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI

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SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEOFOMO & MarketingFOMO Newsletters Author * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Thanks! Questions?