Tweet
Tweet

Slide 1

Slide 1 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE Achieving SEO Success Today SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE What it Takes and How To Tackle Challenges

Slide 2

Slide 2 text

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

Slide 3

Slide 3 text

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

Slide 4

Slide 4 text

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

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

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

Slide 7

Slide 7 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 8

Slide 8 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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?

Slide 9

Slide 9 text

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

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE Yikes

Slide 13

Slide 13 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE There’s also the risk that this might happen to a high share of valuable queries with the continuous AIOs expansion

Slide 14

Slide 14 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE If it’s not detrimental but actually beneficial to sites’ traffic, why are we not given a way to measure AIO’s impact?

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 17

Slide 17 text

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

Slide 18

Slide 18 text

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

Slide 19

Slide 19 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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)

Slide 20

Slide 20 text

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

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE https://hub.seofomo.co/surveys/the-seofomo-seo-consulting-survey/ Product or brand challenges are also directly connected with the top reasons why SEO projects don’t achieve the expected goals BRAND PRODUCT PRODUCT PRODUCT PRODUCT BRAND

Slide 28

Slide 28 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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 https://ahrefs.com/top/

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 31

Slide 31 text

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

Slide 32

Slide 32 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 33

Slide 33 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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/

Slide 34

Slide 34 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE Research now suggests the HCU might be using 
 the brand (nav searches) vs backlinks as a signal https://moz.com/blog/helpful-content-update-not-what-you-think

Slide 35

Slide 35 text

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

Slide 36

Slide 36 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE This will be even more important 
 in the future with AI personalized SERPs https://blog.google/products/search/google-search-lens-october-2024-updates/

Slide 37

Slide 37 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 38

Slide 38 text

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

Slide 39

Slide 39 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE How many of you have asked or read about the branding strategy of the company you do SEO for?

Slide 40

Slide 40 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE It’s key to understand the brand core, positioning and persona to drive your SEO efforts accordingly https://www.ebaqdesign.com/blog/brand-strategy-elements https://www.ebaqdesign.com/blog/brand-strategy-elements

Slide 41

Slide 41 text

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

Slide 42

Slide 42 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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”?

Slide 43

Slide 43 text

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

Slide 44

Slide 44 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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?

Slide 45

Slide 45 text

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

Slide 46

Slide 46 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 47

Slide 47 text

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

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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?

Slide 50

Slide 50 text

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

Slide 51

Slide 51 text

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

Slide 52

Slide 52 text

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

Slide 53

Slide 53 text

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

Slide 54

Slide 54 text

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

Slide 55

Slide 55 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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/

Slide 56

Slide 56 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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!

Slide 57

Slide 57 text

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

Slide 58

Slide 58 text

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

Slide 59

Slide 59 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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!

Slide 60

Slide 60 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 61

Slide 61 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 62

Slide 62 text

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

Slide 63

Slide 63 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 64

Slide 64 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 65

Slide 65 text

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

Slide 66

Slide 66 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE For Dev & UX is the lack of Web platform flexibility, overlook of SEO as a findability requirement and gap between bot and human visitor experience Eg. Implementing non- crawlable navigation reliant on JS event execution

Slide 67

Slide 67 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE Eg. Showing ads for already organically ranked queries to hit PPC forecasts even if it means a lower ROI that SEO For users growth/ marketing is the bias toward hitting targets as fast as possible overlooking scalability & long- term ROI

Slide 68

Slide 68 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE For the business is the focus on the highest ROI within restrictive timelines independent to longer term impact on quality and experience Eg. Featuring twice as many ads per page and adding intrusive vignette ads

Slide 69

Slide 69 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 70

Slide 70 text

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

Slide 71

Slide 71 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 72

Slide 72 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE An additional benefit of these sessions : They allow you to spot SEO knowledge gaps, to evangelize, and agree on alternatives for feasibility issues early on together https://www.sketchbubble.com/en/presentation-joint-application-development-jad.html

Slide 73

Slide 73 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 74

Slide 74 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 75

Slide 75 text

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

Slide 76

Slide 76 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE https://caroli.org/en/user-story/ User stories help to specify acceptance criteria to consider executions as done, and establishing the connected tasks with each

Slide 77

Slide 77 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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/

Slide 78

Slide 78 text

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

Slide 79

Slide 79 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE .. as well as the connected resources to facilitate spotting feasibility and cost effectiveness issues

Slide 80

Slide 80 text

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

Slide 81

Slide 81 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE But where do you bring that expected traffic data from? It’s time to get comfortable with forecasts https://docs.google.com/spreadsheets/d/1LkcNF4SzTVpcKNWzmYq6IEtVkSAg7kOPuLKjNE7LZTw/edit?gid=1906435056#gid=1906435056

Slide 82

Slide 82 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE Check out Simple ML for Sheets for free 
 (relying on both ARIMA and ETS models) https://workspace.google.com/marketplace/app/simple_ml_for_sheets/685936641092

Slide 83

Slide 83 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 84

Slide 84 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 85

Slide 85 text

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

Slide 86

Slide 86 text

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

Slide 87

Slide 87 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 88

Slide 88 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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

Slide 89

Slide 89 text

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

Slide 90

Slide 90 text

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

Slide 91

Slide 91 text

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

Slide 92

Slide 92 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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 AT @AHREFS EVOLVE

Slide 93

Slide 93 text

SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI AT @AHREFS EVOLVE 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 AT @AHREFS EVOLVE Thanks! Questions?