Cross Functional SEO at #UKMarketingDay

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How SEO can work together with other areas to grow the overall marketing results of a company?

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Cross Functional SEO at #UKMarketingDay

  1. 1. #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
  2. 2. #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
  3. 3. #crossfunctionalseo en #ukmarketingday by @aleyda from @orainti Cross-Functional SEO to Grow Your Marketing in a Multichannel World
  4. 4. #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
  5. 5. #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
  6. 6. #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
  7. 7. #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
  8. 8. #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
  9. 9. #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
  10. 10. #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
  11. 11. #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
  12. 12. #crossfunctionalseo en #ukmarketingday by @aleyda from @orainti So everybody and the company can win #crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
  13. 13. #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
  14. 14. #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
  15. 15. #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
  16. 16. #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
  17. 17. #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
  18. 18. #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
  19. 19. #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?
  20. 20. #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
  21. 21. #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
  22. 22. #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
  23. 23. #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?
  24. 24. #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?
  25. 25. #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
  26. 26. #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
  27. 27. #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
  28. 28. #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
  29. 29. #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
  30. 30. #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
  31. 31. #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
  32. 32. #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
  33. 33. #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
  34. 34. #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
  35. 35. #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
  36. 36. #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
  37. 37. #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
  38. 38. #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
  39. 39. #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
  40. 40. #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
  41. 41. #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
  42. 42. #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
  43. 43. #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
  44. 44. #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
  45. 45. #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
  46. 46. #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
  47. 47. #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
  48. 48. #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
  49. 49. #crossfunctionalseo en #ukmarketingday by @aleyda from @orainti Thank you! Questions
  50. 50. #crossfunctionalseo en #ukmarketingday by @aleyda from @orainti Thank you! Questions Thanks for joining us! #ukmarketingday ukmarketingday.com

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