1. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
HOW SMBS CAN WIN IN COMPETITIVE SEO SECTORS

2. HELLO MANCHESTER
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

3. SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

4. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WELCOME TO THE ULTIMATE SEO STRUGGLE

5. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WELCOME TO THE ULTIMATE SEO STRUGGLE
I’M A HUGE BRAND
I’M A SMALL COMPANY

6. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
GOOGLE LOVES ME
AND YOU’RE SCREWED

7. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
YES, AUTHORITY PLAYS AN IMPORTANT ROLE
IN RANKINGS ….

8. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
DO YOU LIKE MY BIG
BRAND ADVANTAGE?

9. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SEO ISN'T JUST ABOUT RANKINGS ANYMORE

10. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SNIPPETS
KNOWLEDGE GRAPH
MAPS
SERPS HAVE EVOLVED (AND ARE STILL EVOLVING)
MULTIDEVICEAPPS

11. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
http://mozcast.com/features
ALONG NEW SEARCH FEATURES

12. GOOGLE IS COMPETING (SPECIALLY) WITH BIG PLAYERS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

13. AND WANT TO BECOME THE SMB PROVIDER TOO
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

14. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
BIG PLAYERS MIGHT HAVE ADVANTAGES BUT ALSO
CHALLENGES THAT SMALL COMPANIES CAN LEVERAGE…

15. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
REMEMBER THAT THE GOAL IS TO MAXIMIZE YOUR
BUSINESS PRESENCE SERP VISIBILITY

16. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
TO CONNECT WITH YOUR TARGET AUDIENCE

17. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AND MAXIMIZE RESULTS & CONVERSIONS
ALONG THE CUSTOMER JOURNEY

18. IN WAYS THAT BIG PLAYERS SOMETIMES CAN’T…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

19. LET’S SEE BIG PLAYERS CHARACTERISTICS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
HIGH AUTHORITY
MORE RESOURCES
SLOW
NON-FLEXIBLE
BROAD & NON-LOCALIZED
BIG COMPANIES
+

20. AND THE ONES OF SMALLER BUSINESSES
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SMALL BUSINESSES
FAST
FLEXIBLE
MORE TARGETED
LOWER AUTHORITY
LESS RESOURCES
+

21. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
BIG COMPANIES
HIGH AUTHORITY
MORE RESOURCES
SLOW
NON-FLEXIBLE
BROADER & NON-LOCAL
SMALL BUSINESSES
FAST
FLEXIBLE
MORE TARGETED
LOWER AUTHORITY
LESS RESOURCES
VS
USE THEM TO STRATEGICALLY TARGET YOUR SMB SEO
+
+

22. LOWER AUTHORITY?
BE STRATEGIC: LESS
COMPETITION + MORE VISIBILITY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

23. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
LESS RESOURCES?
OPEN SOURCE & AUTOMATE

24. TOO BROAD COMPETITORS?
LOCALIZE YOUR PRESENCE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

25. SLOW & NON-FLEXIBLE COMPETITION?
BE LEAN & FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

26. HERE ARE SOME TIPS TO DO IT
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

27. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
FIRST IDENTIFY SEO COMPETITION AND VISIBILITY
OPPORTUNITIES IN YOUR INDUSTRY
RELEVANCE
LOW COMPETITION
PER DEVICE
VOLUME
PROFITABILITY
TREND
HIGH VISIBILITY BY
SERP FUNCTIONALITY
SEASONALITY
WHAT’S THE
REQUIRED
OPTIMIZATION AND
POPULARITY LEVEL? FOR
WHICH TERM AND TYPE
OF CONTENT?
WHICH
FUNCTIONALITY IS
ENABLING THE VISIBILITY?
IS IT FEASIBLE TO USE
IT?
CONTENT
TYPE,
PLATFORM &
FORMAT
QUERIES TO
BE TARGETED
OPTIMIZATION
& POPULARITY
REQUIREMENTS
INTENT

28. BIG PLAYERS CAN HAVE PRESENCE IN ALL TYPE
OF INDUSTRIES, EVEN IN LOCAL ONES…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

29. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VERIFY YOUR INDUSTRY MAIN COMPETITORS, THEIR
TREND, VOLUME & TARGETED QUERIES
BE STRATEGIC
WITH SIMILARWEB

30. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
COMPARE YOUR DOMAINS TO IDENTIFY
WHICH ARE THE UNIQUE & COMMON KEYWORDS
BE STRATEGIC
WITH SEMRUSH

31. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
CHECK FOR ADDITIONAL RELATED, PHRASE MATCH &
LONG-TAIL QUERIES PERMUTATIONS
BE STRATEGIC
WITH
KEYWORDTOOL.IO

32. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
IDENTIFY THE USED DEVICES BY SEARCH QUERIES TYPES
BE STRATEGIC WITH
GOOGLE’S KEYWORD
PLANNER

33. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VERIFY THEIR VOLUME, COMPETITION & TREND
AUTOMATE
WITH
KWFINDER

34. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ALONG THE RANKED CONTENT & SERP FEATURES
MANCHESTER GYMPERSONAL TRAINER MANCHESTER
VS
AUTOMATE
WITH MOZ KW
DIFFICULTY

35. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ASK YOURSELF:
FROM WHICH SERP CAN YOU EARN MORE VISIBILITY?
VS

36. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WHICH FEATURE & CONTENT TYPE CAN PROVIDE
THE SERP VISIBILITY OPPORTUNITY?
APPS W/
REVIEWS
IMAGESIMAGES
VIDEO NEWS
BE
STRATEGIC

37. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AND WHAT ON MOBILE?
VS

38. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
IDENTIFY QUERIES & SERPS PATTERNS WITH
MORE VISIBILITY OPTIONS AND LESS COMPETITION
INFORMATIONAL
review
tips
guide
news
TRANSACTIONAL
buy
reserve
purchase
register
or
PRODUCTS
AREAS
TOPICS
or
or

39. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
TARGET THOSE!

40. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOW YOU CAN MAXIMIZE YOUR VISIBILITY WITH THEM
WHILE AUTOMATING & BEING LEAN…

41. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
RICH SNIPPETS? USE STRUCTURED DATA
https://developers.google.com/structured-data/
PRODUCTS, RECIPES, REVIEWS,
EVENTS, APPS, VIDEOS, BUSINESSES
BE FAST

42. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ADD THE SITE NAME, BREADCRUMBS,
SITELINKS SEARCH BOX…
https://developers.google.com/structured-data/site-name
BE FAST

43. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
PAVE THE WAY FOR YOUR KNOWLEDGE GRAPH RESULTS
https://developers.google.com/structured-data/customize/overview
BE FAST

44. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NEED TO AUTOMATE? USE THE RANKTANK SERPTITUDE
SERP & STRUCTURED DATA TESTING TOOL
http://www.ranktank.org/serpitude-serp-rich-snippet-testing-tool/

45. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE THE CHROME MOBILE EMULATOR & RANKTANK
MOBILE-FRIENDLY SERP TESTING TOOL
https://developer.chrome.com/devtools/docs/device-mode http://www.ranktank.org/mobile-friendly-serp-testing-tool/
AUTOMATE

46. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AS WELL AS THE SITSELINKS SEARCH BOX BUILDER
http://www.ranktank.org/structured-data-sitelinks-search-box-builder/
AUTOMATE

47. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SHORT ON TECHNICAL RESOURCES TO EXECUTE?
USE WORDPRESS…
yoast.com/wordpress/
AUTOMATE

48. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
… OR MAGENTO AS CMS
https://paulnrogers.com/magento-technical-seo-issues-to-look-out-for/
AUTOMATE

49. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
DON’T FORGET TO VERIFY SEO REQUIREMENTS
WITH THE SEO FRIENDLY CMS CHECKLIST
http://www.stateofdigital.com/cms-seo-requirements-checklist-2015-edition/

50. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VALIDATE THE TECHNICAL OPTIMIZATION WITH
AN EASY TO USE & ACTIONABLE TOOL AS ONPAGE
https://en.onpage.org/
AUTOMATE

51. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ARE YOU A LOCAL BUSINESS? MAXIMIZE YOUR
VISIBILITY FOR LOCALIZED RESULTS
http://moz.com/blog/2013-local-search-ecosystems

52. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
OPTIMIZE BOTH GOOGLE’S MY BUSINESS & YOUR OWN
SITE PAGE TO BECOME RELEVANT FOR LOCAL QUERIES
https://moz.com/local-search-ranking-factors

53. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE WHITESPARK LOCAL CITATION FINDER
TO GROW YOUR BUSINESS LOCAL CITATIONS
https://www.whitespark.ca/local-citation-finder
AUTOMATE

54. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE BUZZSUMO TO IDENTIFY MOST POPULAR
LOCAL OR INDUSTRY RELATED CONTENT & INFLUENCERS
AUTOMATE
http://buzzsumo.com/

55. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE LINKRISK TO EASILY GET DATA FROM
RELEVANT SITES TO OUTREACH
AUTOMATE
https://linkrisk.com/

56. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
MONITOR YOUR COMPLETE SERPS &
COMPETITORS RANKINGS WITH SERPWOO
https://www.serpwoo.com/
AUTOMATE

57. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOT ENOUGH RESULTS? USE VERTICAL PLATFORMS
TO GROW & DIVERSIFY YOUR WEB PRESENCE
FLEXIBILITY

58. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
REMEMBER TO IMPLEMENT FAST, LEARN
FROM RESULTS & ITERATE QUICK!

59. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND
CLOSE THE GAP TO BECOME AN EQUAL OPPONENT

60. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND
CLOSE THE GAP TO BECOME AN EQUAL OPPONENT
STRATEGIC
AUTOMATE
LOCAL
FLEXIBLE
LEAN
OPEN
SOURCE

61. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOW IS YOUR TIME!

62. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THANK YOU #SASCON2015!