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How to Develop International SEO Audits for Success #IntSS

In this presentation you'll learn the criteria, process and areas to focus on to develop international SEO audits for success.

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#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Targeting
International
markets can be
a great way to
diversify and
scale your
business online
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
Google has become much better at understanding
language with BERT and now with MUM
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
In fact, international sites decreased their rankings/traffic
from non-relevant markets during recent Google Updates
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
But ranking
across
competitive
industries in
international
markets can
be tough
#INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
There are important well-known optimization
challenges through the internationalization process
Targeting
non-profitable
markets
Ranking with
the wrong
pages in
international
markets
Not optimizing
content using
local audience
search behavior
TARGETING GEOLOCATION LOCALIZATION

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How to Develop International SEO Audits for Success #IntSS

  • 1. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI
  • 2. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Targeting International markets can be a great way to diversify and scale your business online
  • 3. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Google has become much better at understanding language with BERT and now with MUM
  • 4. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI In fact, international sites decreased their rankings/traffic from non-relevant markets during recent Google Updates
  • 5. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI But ranking across competitive industries in international markets can be tough
  • 6. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI There are important well-known optimization challenges through the internationalization process Targeting non-profitable markets Ranking with the wrong pages in international markets Not optimizing content using local audience search behavior TARGETING GEOLOCATION LOCALIZATION
  • 7. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI You risk spending a high share of your time fixing issues rather than building impactful stuff that achieves goals
  • 8. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI With limited resources and timelines across many markets to execute SEO activities and get results
  • 9. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI https://developers.google.com/search/docs/specialty/ecommerce?hl=en It’s why you can’t just follow “international SEO best practices” which are great to avoid missing things, but not to drive a strategy
  • 10. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI FOCUS ON IMPACTFUL INTERNATIONAL OPTIMIZATION ACTIONS PROVIDE SOLUTIONS TO FACILITATE IMPLEMENTATION HELP TO ESTABLISH SYSTEMS TO AVOID EXECUTION MISTAKES Let’s see how you can tackle this with your international SEO audits, following 3 steps 1. 2. 3.
  • 11. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Focus Your Audit on Impactful International Optimization Areas 1
  • 12. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Your International SEO audit should assess on those core areas influencing targeting, geolocation & localization Launching in too many non-profitable markets Using the wrong international targeting for your business Using the wrong Web structure for your International Markets International Web Versions crawlability and intrusivity issues Incorrectly Implemented Hreflang annotations Lack of content and web experience optimization towards the international audience search preferences TARGETING GEOLOCATION LOCALIZATION
  • 13. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Start by auditing the Website International Targeting Launching in too many non-profitable markets Using the wrong international targeting for your business Using the wrong Web structure for your International Markets International Web Versions crawlability and intrusivity issues Incorrectly Implemented Hreflang annotations Lack of content and web experience optimization towards the international audience search preferences TARGETING GEOLOCATION LOCALIZATION
  • 14. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI You don’t need to target all markets at the same time just because your industry leaders are doing it so
  • 15. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Or enabling all language versions for every country you target since most won’t bring meaningful search traffic
  • 16. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI This is how you end up with the common issue of not having resources for localization or optimization “I don’t have enough resources to localize and optimize for all the markets” Someone who enabled too many international Web versions
  • 17. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Assess the potential markets traffic starting point, search potential as well as relevance from a business perspective COUNTRY AND LANGUAGE CURRENT ORGANIC SEARCH TRAFFIC SEARCH COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND IN MARKET SEARCH ENGINE USED CAPACITY TO PERFORM BUSINESS OTHER TRAFFIC DRIVES Canada in English 300 per month High 2,000,000 searches per month Positive Google High Affiliate USA in English 500 per month Medium 3,000,000 searches per month Negative Google Medium Social Affiliate USA in Spanish 200 per month Medium 2,500,000 searches per month Positive Google Low Social Affiliate … … … … … … … …
  • 18. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Check if there’s a minimum search traffic potential for profitability to prioritize your efforts on them https://www.aleydasolis.com/english/international-seo-tools/roi-calculator/
  • 19. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites Google supports language and country targeting, but not “continent”, which should be avoided
  • 20. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI So if a .eu version is used you will have a harder time geolocating it and end up running into duplication issues vs
  • 21. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI What countries should have an EU version in English if there’s already a UK one in English? Hard to leverage!
  • 22. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Yes No Yes No IS LOCATION A FACTOR THAT INFLUENCES YOUR WEB OPERATIONS? COUNTRY TARGETING LANGUAGE TARGETING IS THERE ENOUGH TRAFFIC & CONVERSIONS TO TARGET EACH COUNTRY? An online shop will likely be country targeted It’s then critical to correctly identify your relevant international targeting, to make the rest consistent A Tech blog will likely language target
  • 23. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Search demand behavior should be identified and compared per market to assess similarities/differences
  • 24. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Depending on industry/biz model & language variation, you might prefer to language rather than country target vs
  • 25. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI brand.eu/es-es/ brand.eu/fr-fr/ brand.eu/de-de/ brand.eu vs If you really need to use .eu domains, use them as if they were gTLDs, with country folders/subdomains with them
  • 26. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Like Patagonia does here, targeting France with a French version within a .eu subdomain
  • 27. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Continue assessing the site geolocation towards the targeted markets and consistent configuration Launching in too many non-profitable markets Using the wrong international targeting for your business Using the wrong Web structure for your International Markets International Web Versions crawlability and intrusivity issues Incorrectly Implemented Hreflang annotations Lack of content and web experience optimization towards the international audience search preferences TARGETING GEOLOCATION LOCALIZATION
  • 28. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Many International sites are held back by their Web structure, since all have pro’s and con’s https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
  • 29. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI JD Sports target countries via ccTLDs and Asos via subdirectories within gTLDs, both approaches are valid vs
  • 30. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Check your international search results to see which Web structure is used by the ranked sites and their popularity ccTLD gTLD ccTLD gTLD gTLD ccTLD ccTLD
  • 31. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI You can use VPNs or browser extensions to simulate international search results https://seominion.com/
  • 32. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Are your top competitors in new target markets using ccTLDs? Yes Yes USE A NEW CCTLD FOR THE NEW COUNTRY MARKET No No USE GEOLOCALIZED SUBDIRECTORIES IN YOUR CURRENT GTLD. IF YOU CAN’T, USE SUBDOMAINS IN CURRENT GTLD. You’re using a ccTLD You’re using a gTLD Are you using a gTLD or ccTLD for your existing market? Yes Yes No No USE GEOLOCALIZED SUBDIRECTORIES IN A NEW GTLD. IF YOU CAN’T, USE SUBDOMAINS IN NEW GTLD. Is the popularity/ authority of your competition very high/well established? Are your top competitors in new target markets using ccTLDs? Is the popularity/ authority of your competition very high/well established? USE A NEW CCTLD FOR THE NEW COUNTRY MARKET Select your own international Web structure accordingly, taking into consideration the number of markets
  • 33. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI While ensuring that there’s consistency with the Web structure referring the user to the relevant URL
  • 34. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI And avoiding migrating your established market when targeting new ones, to avoid losing what you have .com/uk/ .co.uk .com/us/ .com/au/ .co.uk .com .com/au/ .com/us/ or Don’t Do
  • 35. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Whatever the international Web structure you choose, avoid automatic redirects based on the IP location
  • 36. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Automatic redirects can harm crawlability of some of your international Web versions https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites
  • 37. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Do a list crawl of your different international Web versions’ home pages with the googlebot user agent to validate it https://httpstatus.io/
  • 38. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Suggest the relevant Web version instead, and use the selected value to redirect the user based on the saved preference
  • 39. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Improve your international pages crawlability and popularity by cross- linking between them with crawlable links, allowing users to switch too
  • 40. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Although Hreflang continues to provide a way to specify language/ country per page and alternates, Google has deprecated the report from the Search Console
  • 41. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Most issues with hreflang implementation come by tagging pages that don’t have alternates or are not indexable
  • 42. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI It’s then more important than ever to only use it for those pages with indexable alternate versions that really need it
  • 43. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Prioritize hreflang implementation to those indexable pages with international targeting issues that exist across markets
  • 44. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Identify those pages with actual international misalignments with alternates using GSC or Semrush Semrush
  • 45. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Google.com for “womens socks” Google.co.uk for “womens socks” <link rel="alternate" href="https://shop.lululemon.com/c/women-socks/_/N-8rc" hreflang="en-us" /> <link rel="alternate" href="https://www.lululemon.co.uk/en-gb/c/womens/socks" hreflang="en-gb" /> For those hreflang that you actually need, only map the alternate pages with the issues, rather than all versions
  • 46. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Validate Hreflang with SEO crawlers before/after release and monitor in real time with SEO monitoring tools Screaming Frog ContentKing
  • 47. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI ● ccTLDs ● Country in metadata ● Country, Address and Phone numbers in pages copy ● Local language & currency ● Backlinks from local sites ● Connected Business Profile ● Hreflang specifying alternates from stronger same language country version Well aligned ccTLD Not Well aligned ccTLD Remember it’s not only about hreflang too! Ensure that all geolocation signals are consistently implemented
  • 48. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI ● ccTLDs ● Country in metadata ● Country, Address and Phone numbers in pages copy ● Local language & currency ● Backlinks from local sites ● Connected Business Profile ● Hreflang specifying alternates from stronger same language country version Well aligned gTLDs They will allow you to effectively improve your results in the desired markets, even when using gTLDs
  • 49. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Finish by analyzing and recommending the site overall web experience localization needs based on search behavior Launching in too many non-profitable markets Using the wrong international targeting for your business Using the wrong Web structure for your International Markets International Web Versions crawlability and intrusivity issues Incorrectly Implemented Hreflang annotations Lack of content and web experience optimization towards the international audience search preferences TARGETING GEOLOCATION LOCALIZATION
  • 50. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Going native can make or break global sales and your international site rankings https://www.shopify.com/enterprise/international-ecommerce-issues
  • 51. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI The localization of your content is key to connect with your international audience preferences/behavior
  • 52. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Overlooking it will give a bad search and user experience, negatively impacting rankings and CTR in SERPs
  • 53. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI The goal is to localize the different user facing areas and indexable content of each version
  • 54. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI While taking into consideration each market search behavior for their relevant pages content optimization
  • 55. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI But how to ensure all this is done in a cost effective way at scale with many markets at a time?
  • 56. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI It’s about having an iterative/incremental approach, from translation to localization up to transcreation
  • 57. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Identify and map the most popular queries to target for each page type in each of the targeted markets
  • 58. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Establish multi-country patterns with targeted queries to generate the main content elements for each page type
  • 59. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Start translating the most important pages, and leverage automated translation tools to support translators https://www.deepl.com/quality.html
  • 60. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use multilingual content optimization tools, like Frase or Surfer, to produce optimized localized content faster too Frase, Surfer
  • 61. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use this Google Sheet Template to facilitate the Process https://www.aleydasolis.com/en/search-engine-optimization/international-seo-keyword-content-optimization-worksheet-free-template/
  • 62. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Is it a lot to assess and recommend on? Let’s see next how to prioritize and craft recommendations to facilitate action Launching in too many non-profitable markets Using the wrong international targeting for your business Using the wrong Web structure for your International Markets International Web Versions crawlability and intrusivity issues Incorrectly Implemented Hreflang annotations Lack of content and web experience optimization towards the international audience search preferences TARGETING GEOLOCATION LOCALIZATION
  • 63. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Provide solutions to facilitate implementation 2
  • 64. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI HIGH PRIORITY HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY HIGH IMPACT WITH MEDIUM DIFFICULTY MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3 Prioritize the recommendations to start with those with higher potential impact and lower difficulty
  • 65. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI IMPACT EFFORT 1. To Execute Now Don’t Do 2. To Assess 2. To Assess Execute first those with high impact/low effort within your own context “Optimize metadata of the core site pages with the relevant language and terms used by audience”
  • 66. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI IMPACT EFFORT 1. To Execute Don’t Do 2. To Assess 2. To Assess Don’t execute those with high effort/low impact, that won’t help to achieve goals “Make URLs to be shown in the same language than the page version”
  • 67. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI The affected areas The SEO effect The business importance Current optimization Required resources Known restrictions Scope IMPACT DIFFICULTY The impact and difficulty will be relative, connected to the site goals and complexity of implementation
  • 68. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI IMPACT EFFORT 1. To Execute Don’t Do 2. To Assess & Prioritize 2. To Assess & Prioritize Assess and prioritize based on your own project status, goals and restrictions/requirements Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4
  • 69. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use this SEO Recommendations Prioritization Template in Google Sheets to easily do it https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  • 70. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI What happens when you have activities that seem to have similar effort and impact?
  • 71. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use second-order thinking to select the one with more positive implications for goals achievement https://fs.blog/2016/04/second-order-thinking/
  • 72. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Prioritize the task with the biggest overall impact on the business beyond SEO https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
  • 73. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Doing this will allow you to get easier support from stakeholders and other areas too
  • 74. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Make your SEO actions easy to understand and implement with an actionable & concise formatting
  • 75. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Start by establishing the 5Ws (and the H) for each of your SEO recommendations https://www.ipma.world/5ws-1h-a-technique-to-improve-project-management-efficiencies/
  • 76. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use them to develop actions to solve the meaningful issues found in the audit, focusing on giving solutions WHAT IS IT ABOUT WHY IS IT IMPORTANT HOW IT SHOULD BE IDEALLY WHO SHOULD IMPLEMENT WHERE HAS IT BEEN FOUND 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High WHEN SHOULD IT BE DONE
  • 77. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2021 15/08/2021 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2021 30/08/2021 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2021 15/09/2021 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2021 30/09/2021 WHAT WHY WHERE WHO WHEN HOW The 5Ws and H will also facilitate recos planning and coordination with other team members too
  • 78. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Add an introductory summary to each of the recommendations, highlighting the 5Ws & the H WHAT IS IT ABOUT WHY IS IT IMPORTANT HOW IT SHOULD BE IDEALLY WHO SHOULD IMPLEMENT WHERE HAS IT BEEN FOUND WHEN SHOULD IT BE DONE 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High
  • 79. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID- BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screensh ot SCENARIO 1 HOW CAN IT BE FIXED? Screensh ot SCENARIO 1 Screensh ot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS 2. TO OBTAIN THIS Clearly explain and show why is each recommendation important for the site & how it influences results
  • 80. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID- BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screensh ot SCENARIO 1 HOW CAN IT BE FIXED? Screensh ot SCENARIO 1 Screensh ot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS? 2. TO OBTAIN THIS? X Can’t tie an SEO recommendation to your SEO/biz goals? It’s a non-problem and shouldn’t be prioritized then
  • 81. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimizació n Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACION ES MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY The document organization should be prioritized, starting with the highest priority recommendations
  • 82. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use this Action Driven and Prioritized SEO RecommendationsTemplate in Google Slidesforit https://docs.google.com/presentation/d/1NbI_KDhyHhUKQnSj1CcQfM4KabLNYbn8bfGw955iiBc/view
  • 83. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Create an executive summary highlighting the top recommendations targeted at decision-makers Executive Summary SEO Recommendations Gathered SEO Issues Data …. Decision Makers
  • 84. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI They should easily refer to the SEO recommendations & gathered data for operational stakeholders Executive Summary SEO Recommendations Gathered SEO Issues Data …. Operational Stakeholders
  • 85. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use a collaborative document format & organization that facilitate stakeholders & decision-makers to review Executive Summary SEO Recommendations Gathered SEO Issues Data …. Google Slides Google Docs Google Sheets
  • 86. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Leverage user stories to establish minimum requirements to accept the tasks as “done” https://www.atlassian.com/agile/project-management/user-stories
  • 87. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Is it difficult to assess the impact of some actions to re-prioritize further or get buy-in for?
  • 88. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Run tests to assess their impact in your context or see if there are better alternate ways to achieve results Select a few categories to implement fast and assess impact vs similar unchanged ones: * Positive result? Replicate to rest. * Negative outcome? Move to other implementations!
  • 89. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Leverage SEO testing tools to execute different types of SEO tests, from group to split tests SEOtesting.com, Ryte, Zippy, Splitsignal
  • 90. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  • 91. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI This will allow you to change what is not impactful fast and identify opportunities to leverage
  • 92. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Help to establish systems to avoid execution mistakes 3
  • 93. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI The Pyramid of SEO Success FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues SEO auditing should be a recurrent activity to prevent continuous issues so you can focus on strategy execution
  • 94. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION To prevent SEO mistakes VALIDATION To avoid launching SEO Errors MONITORING To catch SEO incidents fast That’s why SEO recommendations should set ongoing SEO quality assurance measures during the process
  • 95. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/ WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS Establish your SEO Quality Framework with a base of SEO education when delivering recommendations
  • 96. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Develop Online SEOTraining forTech,Content teams using SEO recommendations insights
  • 97. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Personalize the training based on the team/audience profile Feature real scenarios & examples from your SEO audit & research Don’t blame or have a negative focus, acknowledge efforts so far It’s critical to show the value of SEO in other teams’ goals, to establish understanding & minimize issues
  • 98. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Record your SEO training so videos can be played to new team members
  • 99. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Develop a Company SEO Wiki w/ Content & Tech SEO Best Practices that you can easily refer
  • 100. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES SET RECURRING CRAWLS WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES Strengthen your SEO Quality Framework with a seamless SEO execution validation workflow
  • 101. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Set & agree on teams usage of content & tech configuration checklist for common workflows https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing
  • 102. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Automate feasible SEO validations within theWeb platform w/ plugins & Dev support INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES NO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION
  • 103. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Set a release validation workflow with devs taking into account what-if’s scenarios
  • 104. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Your SEO validation is only going to be as strong as your alignment with the team in charge, it’s critical to have it
  • 105. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Errors will still happen from time to time! Set a monitoring system to catch,fix fast & learn to avoid
  • 106. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/ INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS It’s about catching critical SEO configurations and KPIs changes fast to take action before it’s too late WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE
  • 107. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Monitor it all: From Crawlability and Indexability,Hreflang, Rankings,Traffic,to Backlinks & ManualActions MENTIONS & BACKLINKS SPAM & MANUAL ACTIONS ORGANIC SEARCH TRAFFIC & CONVERSIONS SEARCH TRENDS CHANGES WEB RANKINGS & SERPS CTR CONTENT OPTIMIZATION CRAWLABILITY & INDEXABILITY CONFIGURATIONS
  • 108. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Use real-time SEO crawlers like ContentKing or LittleWarden to identify SEO changes in real time Little Warden and ContentKing
  • 109. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Configure your Real-time monitoring to catch when meaningful configurations change in important pages
  • 110. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Set the alerts so they go to the relevant email,slack or project management tool to not be missed
  • 111. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITYASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO F*ck Ups that hold your execution back
  • 112. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Learn more about setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
  • 113. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI Too much work?
  • 114. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI FOCUS ON IMPACTFUL INTERNATIONAL OPTIMIZATION ACTIONS PROVIDE SOLUTIONS TO FACILITATE IMPLEMENTATION HELP TO ESTABLISH SYSTEMS TO AVOID EXECUTION MISTAKES It’s about tackling the most damaging Intl SEO challenges w/ impactful, solutions-focused recommendations 1. 2. 3.
  • 115. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI To ultimately, achieve this, that makes it all worth it
  • 116. #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI * I’m Aleyda Solis SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? #INTERNATIONALSEO BY @ALEYDA FROM #ORAINTI