#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Cross-Functional SEO
An SEO Swiss Army Knife approach to drive multi-
channel, content & Product Marketing growth

#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

#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

#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

#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

#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

#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

#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

#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

#crossfunctionalseo at #SearchFest by @aleyda from @orainti
To help everybody win!
#crossfunctionalseo at #SearchFest by @aleyda from @orainti

#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

#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

#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?

#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

#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?

#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?

#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?

#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?

#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

#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?

#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?

#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?

#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?

#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

#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

#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

#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

#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?

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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

#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/

#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

#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

#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

#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Because SEOs can be the Digital
Marketing MacGyvers
#crossfunctionalseo at #SearchFest by @aleyda from @orainti

#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Thank you! Questions?