Cross-Functional SEO at #SearchFest

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How can help integrate with other areas to drive multi-channel growth? Check out these use cases and scenarios that will bring results.

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Cross-Functional SEO at #SearchFest

  1. 1. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Cross-Functional SEO 
 An SEO Swiss Army Knife approach to drive multi- channel, content & Product Marketing growth
  2. 2. #crossfunctionalseo at #SearchFest by @aleyda from @orainti I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS @ALEYDA I SHARE Hola #SearchFest #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  3. 3. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Some still think SEO works like this SEOContent Branding ProductDesign Development Usability #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  4. 4. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is a thinking that drives situations like this one Don’t change my CONTENT You just need to add a few KEYWORDS #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  5. 5. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is a thinking that drives situations like this one Don’t change my CODE You just need to add a few TAGS #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  6. 6. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is a thinking that drives situations like this one Don’t change my DESIGN You just need to add a few LINKS #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  7. 7. #crossfunctionalseo at #SearchFest by @aleyda from @orainti But it’s not about creating <any action> for SEO purposes… but using SEO to grow them SEO Product Branding Usability Content Design Development SEO #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  8. 8. #crossfunctionalseo at #SearchFest by @aleyda from @orainti SEO Product Branding Usability Content Design Development Paid Search SocialEmail SEO Affiliates Referrals SEO is a cross-functional growth driver that strategically optimizes your multichannel actions & presence #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  9. 9. #crossfunctionalseo at #SearchFest by @aleyda from @orainti With the goal to support across the customer journey through the funnel #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  10. 10. #crossfunctionalseo at #SearchFest by @aleyda from @orainti To help everybody win! #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  11. 11. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Skeptical? Let’s see a few Cross-Functional SEO scenarios, showing how SEO can help other areas to succeed #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  12. 12. #crossfunctionalseo at #SearchFest by @aleyda from @orainti An International SEO analysis will help to establish the best markets to target and the most effective Web structure to connect & perform with your international audiences #crossfunctionalseo at #SearchFest by @aleyda from @orainti Product
  13. 13. #crossfunctionalseo at #SearchFest by @aleyda from @orainti For example, by allowing you to answer some of the most common questions when expanding abroad #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion? Should You Country Or Language Target your international markets? Which is the best Web structure to establish your International presence?
  14. 14. #crossfunctionalseo at #SearchFest by @aleyda from @orainti similarweb.com Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion? Identify the level & sources of traffic of the desired country markets #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  15. 15. #crossfunctionalseo at #SearchFest by @aleyda from @orainti semrush.com Identify the level & sources of traffic of the desired country markets #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
  16. 16. #crossfunctionalseo at #SearchFest by @aleyda from @orainti www.aleydasolis.com/en/international- seo-tools/roi-calculator/ Check if it’s going to be enough for break-even #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
  17. 17. #crossfunctionalseo at #SearchFest by @aleyda from @orainti >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 at #SearchFest by @aleyda from @orainti Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
  18. 18. #crossfunctionalseo at #SearchFest 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 #crossfunctionalseo at #SearchFest by @aleyda from @orainti Should You Country Or Language Target your international markets?
  19. 19. #crossfunctionalseo at #SearchFest by @aleyda from @orainti What’s The Web Structure Of The Top Sites In Your Target Markets? Which is the best Web structure to establish your International presence? #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  20. 20. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Of those ranking for your top queries #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is the best Web structure to establish your International presence?
  21. 21. #crossfunctionalseo at #SearchFest by @aleyda from @orainti .. and what’s the role of their link profile & domain authority? #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is the best Web structure to establish your International presence?
  22. 22. #crossfunctionalseo at #SearchFest by @aleyda from @orainti What’s The Influence Of Having A Localized Domain vs. A Generic One In The User Behavior? #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is the best Web structure to establish your International presence?
  23. 23. #crossfunctionalseo at #SearchFest by @aleyda from @orainti The correlation of localized domains in rankings Your competitors domain authority The Web structure influence on user CTR + #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which is the best Web structure to establish your International presence?
  24. 24. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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
  25. 25. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti It’s about providing to business & product development input they need to make their efforts succeed We’re expanding and conquering the world
  26. 26. #crossfunctionalseo at #SearchFest by @aleyda from @orainti 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 Mobile #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  27. 27. #crossfunctionalseo at #SearchFest by @aleyda from @orainti For example, by helping you avoid two of the most common issues found by mobile shoppers #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  28. 28. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/ Which are the specific mobile search queries that your mobile site should prioritize to answer?
  29. 29. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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? sistrix.com
  30. 30. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti … and in your search market? Group them and verify mobile share Which are the specific mobile search queries that your mobile site should prioritize to answer? kwfinder.com huballin.com
  31. 31. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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
  32. 32. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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 searchmetrics.com
  33. 33. #crossfunctionalseo at #SearchFest 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 at #SearchFest by @aleyda from @orainti
  34. 34. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Which of your top pages have mobile speed (and optimization) issues? #crossfunctionalseo at #SearchFest by @aleyda from @orainti urlprofiler.com Do a bulk validation of your top pages with mobile page speed issues and identify their specific issues
  35. 35. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Like this you won’t only improve your mobile traffic & conversions but your user engagement & overall experience #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  36. 36. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti Our Mobile experience is the best It’s about providing to your UX & mobile development colleagues input they need to make their efforts succeed
  37. 37. #crossfunctionalseo at #SearchFest 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 Content #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  38. 38. #crossfunctionalseo at #SearchFest by @aleyda from @orainti For example, by allowing you to help achieve some of the most common content goals #crossfunctionalseo at #SearchFest by @aleyda from @orainti Providing input to create content that will effectively give support to your customers Giving input to craft content in the format that will better engage with your community Maximizing your content exposure in any searchable platform Helping your landing pages copy to answer common user questions when deciding to convert
  39. 39. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping your landing pages copy to answer the most common user questions when deciding to convert #crossfunctionalseo at #SearchFest by @aleyda from @orainti Like comparisons with your competitors keywordtool.io
  40. 40. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping your landing pages copy to answer the most common user questions when deciding to convert #crossfunctionalseo at #SearchFest by @aleyda from @orainti That you can use to enable a comparison page you control & supports conversion
  41. 41. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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
  42. 42. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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 NO YES
  43. 43. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Providing input to create content that will effectively give support to your customers after buying #crossfunctionalseo at #SearchFest by @aleyda from @orainti You can identify questions about the usage of your product
  44. 44. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti … that you can use to create your product support information Providing input to create content that will effectively give support to your customers after buying YES
  45. 45. #crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti Providing input to create content that will effectively give support to your customers after buying NO… although sometimes even companies with great content marketing miss them
  46. 46. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping to craft content in the format that will better engage with your community #crossfunctionalseo at #SearchFest by @aleyda from @orainti …Identifying social networks, content type and relevant sites with highest shares buzzsumo.com
  47. 47. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping to craft content in the format that will better engage with your community #crossfunctionalseo at #SearchFest by @aleyda from @orainti …The length and topics of best performing content of top sites
  48. 48. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping to craft content in the format that will better engage with your community #crossfunctionalseo at #SearchFest by @aleyda from @orainti … Most popular content per format
  49. 49. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping to craft content in the format that will better engage with your community #crossfunctionalseo at #SearchFest by @aleyda from @orainti That you can match with the top queries in your industry per result type, verifying which would give you more SERP visibility
  50. 50. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Helping to craft content in the format that will better engage with your community #crossfunctionalseo at #SearchFest by @aleyda from @orainti … as well as those giving more traffic already to your competitors
  51. 51. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Maximizing your content exposure in any searchable platform #crossfunctionalseo at #SearchFest by @aleyda from @orainti Not only via rankings, but also SERP features
  52. 52. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Maximizing your content exposure in any searchable platform #crossfunctionalseo at #SearchFest by @aleyda from @orainti Identifying the type of features per query
  53. 53. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Maximizing your content exposure in any searchable platform #crossfunctionalseo at #SearchFest by @aleyda from @orainti To prioritize and maximize the results structured data implementation https://developers.google.com/structured-data/
  54. 54. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Maximizing your content exposure in any searchable platform #crossfunctionalseo at #SearchFest by @aleyda from @orainti As well as twitter cards & open graph to better control your visibility in social networks https://dev.twitter.com/cards/types https://developers.facebook.com/docs/sharing/overview
  55. 55. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Like this you will make the most out of your content, maximizing not only its visibility but engagement & conversion #crossfunctionalseo at #SearchFest by @aleyda from @orainti seomonitor.com
  56. 56. #crossfunctionalseo at #SearchFest by @aleyda from @orainti It’s about providing to the content team input they need to make their efforts succeed #crossfunctionalseo at #SearchFest by @aleyda from @orainti Our content drive exposure & clients
  57. 57. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Because SEOs can be the Digital Marketing MacGyvers #crossfunctionalseo at #SearchFest by @aleyda from @orainti
  58. 58. #crossfunctionalseo at #SearchFest by @aleyda from @orainti Thank you! Questions?

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