#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Cross-Functional SEO to Grow Your
Marketing in a Multichannel World
Cross-Functional SEO to Grow Your
Marketing in a Multichannel World
#ukmarketingday
Aleyda Solis, Orainti
ukmarketingday.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Cross-Functional SEO to Grow Your
Marketing in a Multichannel World
#ukmarketingday
Aleyda Solis
International SEO Consultant & Founder of Orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Cross-Functional SEO to Grow Your
Marketing in a Multichannel World

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS
Hi #ukmarketingday!
@ALEYDA
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
I SHARE

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
There are still people who think
that SEO works like this…
SEOCONTENT BRANDING
PRODUCTDESIGN
DEVELOPMENT USABILITY
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which causes situations of this type
Don’t change
my DESIGN
You just
need to
include some
LINKS
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Don’t
change my
CODE
You just need
to add some
TAGS
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which causes situations of this type

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
This are
SEM landing
pages and you
can’t touch
them They can also
be OPTIMIZED
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which causes situations of this type

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
It’s not about doing any action for SEO… but doing
SEO to grow any action
SEO
PRODUCT BRANDING
USABILITY
CONTENT
DESIGN
DEVELOPMENT
SEO
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
SEO
PRODUCT BRANDING
USABILITY
CONTENT
DESIGN
DEVELOPMENT
PPC
SOCIALEMAIL
SEO
AFFILIATES
DISPLAY
SEO is a visibility and traffic growth driver that should
optimize and align your multichannel actions & presence
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
With the goal of supporting visibility, traffic and
conversion generation through the customer journey
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
So everybody and the company can win
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Are you skeptical? Let’s see in some scenarios how SEO can
help and collaborate to create success with other areas
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
An international SEO study allows to identify the potential
and audience profile by market and language…
Product
Organic
traffic
Paid
traffic
Social
traffic
International
expansion
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
similarweb.com
Which markets have enough potential to reach a
positive ROI in an international expansion?
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Identify
the level &
sources of traffic
of the desired
country
markets

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
semrush.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which markets have enough potential to reach a
positive ROI in an international expansion?
Identify
the level &
sources of traffic
of the desired
country
markets

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
www.aleydasolis.com/en/international-
seo-tools/roi-calculator/
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which markets have enough potential to reach a
positive ROI in an international expansion?
Check if it’s
going to be
enough for
break-even

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which markets have enough potential to reach a
positive ROI in an international expansion?
>Your International traffic
potential
Visits & Conversions for a
break-even
Yes No
Continue with the
international Web &
SEO project
Might be too early
Buy & secure
your ccTLDs for
future activity
Create
custom
alerts
in GA
Create a pilot
project
prioritizing main
pages

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Is location a factor that influence your Web operations?
Yes No
Is there enough traffic & conversions to
target each country?
Language
Targeting
Yes No
Country
Targeting
You can start with
Should You Country Or Language
Target your international markets?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
By identifying this you won’t only improve the chances of a
more successful international SEO process but a cost-
effective foreign expansion with a high ROI

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Organic
traffic
Paid
traffic
User
experience
Web
App
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Mobile
A mobile SEO analysis will give input to establish a highly
targeted mobile experience that connects with your user
specific behavior & improve their engagement & conversions

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
For example, by helping you avoid two of the most
common issues found by mobile shoppers

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
sistrix.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?
Which are the
specific top
queries coming from
mobile to your site
& competitors?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
kwfinder.com
keywordtool.io
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?
… and in
your search
market? Group
them and verify
mobile share

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?
Complete the
analysis with the
queries you can
identify from your
own and your app
competitors

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
searchmetrics.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?
Which
additional
modifiers can you
find and which type
of format should
you content
be

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which are the specific mobile search queries that
your mobile site should prioritize to answer?
Use them not only
to optimize your
content but provide
the desired information
and functionality in
your mobile site

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
urlprofiler.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Which of your top pages have mobile speed
(and optimization) issues?
Do a bulk
validation of your
top pages with
mobile page speed
issues and identify
their specific
issues

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Identify your fundamental mobile optimization issues & prioritize
your efforts towards the most critical pages with URLprofiler
Mobile Friendliness
Mobile Speed

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
… as well as the assets causing the
performance issues
webpagetest.org

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Like this you won’t only improve your mobile traffic &
conversions but your user engagement & overall experience

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Content
Organic
traffic
Social
traffic
User
experience
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
SEO for content gives input about topics & formats to better
answer your customer questions through their journey, while
maximizing its visibility in any searchable platform

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
keywordtool.io
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Helping your landing pages copy to answer the most
common user questions when deciding to convert
Like
comparisons
with your
competitors

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Helping your landing pages copy to answer the most
common user questions when deciding to convert
That you can use
to enable a
comparison page you
control & supports
conversion

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Helping your landing pages copy to answer the most
common user questions when deciding to convert
Or identify
apps & discount
related queries to
your industry,
services or
brand

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
NO
YES
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Helping your landing pages copy to answer the most
common user questions when deciding to convert
… although
some don’t do their
homework while
others leverage
every opportunity

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Providing input to create content that will effectively
give support to your customers after buying
You can identify
questions about
the usage of your
product

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
SI
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Providing input to create content that will effectively
give support to your customers after buying
… that you can
use to create your
product support
information

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
NO
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Providing input to create content that will effectively
give support to your customers after buying
…
although
sometimes even
companies with
great content
marketing miss
them

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Maximizing your content exposure in
any searchable platform
Not only via
rankings, but
also SERP
features

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Maximizing your content exposure in
any searchable platform
Identifying
the type of
features per
query

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
https://developers.google.com/structured-data/
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Maximizing your content exposure in
any searchable platform
To prioritize
and maximize the
results structured
data
implementation

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
https://dev.twitter.com/cards/types
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
https://developers.facebook.com/docs/sharing/overview
Maximizing your content exposure in
any searchable platform
As well as
twitter cards &
open graph to
better control your
visibility in social
networks

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
https://dev.twitter.com/cards/types
OnPage.org offers
Facebook & Twitter
previews & validation
of the crawled
pages
onpage.org
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Maximizing your content exposure in
any searchable platform

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
seomonitor.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Like this you will make the most out of your content, maximizing
not only its visibility but engagement & conversion

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
… and you’ll have a much better control of
your online reputation
seomonitor.com
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Because by doing cross-functional SEO along the
other areas & channels we achieve more and better
results!
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Thank you! Questions

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Thank you! Questions
Thanks for joining us!
#ukmarketingday
ukmarketingday.com