1.
No More "It Depends”
Learn to Set SEO Workflows &
Frameworks to Win your SEO day-to-day
Aleyda
Solis
SEO Consultant &
Founder at Orainti
Speaker
headshot

2.
@aleyda
What’s the No. 1 Answer
for SEO questions?

3.
@aleyda
Yes! We love
answering with an
“it depends” to
SEO questions…

4.
@aleyda
https://twitter.com/aleyda/status/1519298290591875073
“It Depends”

5.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

6.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

7.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

8.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

9.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

10.
@aleyda
“It Depends”
https://twitter.com/aleyda/status/1519298290591875073

11.
@aleyda
https://twitter.com/JohnMu/status/1520010931987791872
Even John has an
“It Depends” Shirt

12.
@aleyda

13.
@aleyda
Realistically, everything could be answered
with an “it depends” but it wouldn’t help

14.
@aleyda
“Will I recover before my birthday, doctor?”
It Depends!

15.
@aleyda
…If you take the medicine
and your body reacts as
expected, you should in
30 days.
“Will I recover before my birthday, doctor?”

16.
@aleyda
“Will I have a six pack before the summer?”
It Depends!

17.
@aleyda
“Will I have a six pack before the summer?”
If you work out as I say so
twice per day and eat only
vegetables everyday…
hopefully by June.

18.
@aleyda
“Will this ever fall?”
It Depends!

19.
@aleyda
“Will this ever fall?”
If we follow construction
best practices with the
required safety & quality
standards… likely not in
the next thousand years.

20.
@aleyda
It doesn’t
establish trust &
get buy-in from
decision
makers
Doesn’t help
you to establish
needed resources
for success and
address the
viability &
alternatives
It makes
difficult to get
effective
execution
support from
Stakeholders
Likewise answering
with just a vague “it
depends” can be
detrimental to SEO
Comms & Success

21.
@aleyda
Ideally, we should
provide a specific
answer targeted to
each particular case
backed by data…

22.
@aleyda
By Running Various
Organic Search
Rankings/Traffic/
Revenue Projections
Scenarios
https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/

23.
@aleyda
Showing Examples of
competitors with
similar scenarios using
public accessible data vs
Semrush, ahrefs, sistrix, etc.

24.
@aleyda
Using historical
data of previously
executed actions
on similar pages
or scenario
SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED
CATEGORIES COMPARING WITH OPTIMIZED ONES

25.
@aleyda
Running SEO A/B Tests
to assess real impact in
a subset of the pages
with a lower effort
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free

26.
@aleyda
However, these
need days/weeks of
effort so it’s natural
to say “it depends”
for a fast answer

27.
@aleyda
There’s a middle
ground! An SEO
knowledge base
using charts &
diagrams you can
reuse explaining FAQs

28.
@aleyda
Most of us already
develop SEO checklists
and templates we
reuse to support our
analysis anyway…

29.
@aleyda
… Why not develop
reusable resources to
communicate SEO
scenarios, frameworks
& processes?

30.
@aleyda
https://twitter.com/aleyda/status/1516722292851720195
For some reason, most SEOs are not yet
leveraging charts & visuals, but … open to it

31.
@aleyda
Using charts & diagrams to show context,
steps, & criteria have important advantages
Easier to
understand for non-
technical
stakeholders &
decision makers
Facilitate to assess
potential
automation by
development team
Helps to establish
trust by showing in-
depth
understanding, care
and experience

32.
@aleyda
You’ll avoid the vague “it depends” and
quickly answer doubts w/ lower efforts…
Vague "It Depends”
Answer
Decision-makers
SEO Questions
Diagram Resource to
Describe Overall
Concept, Process or
Framework
Specific answers via
analysis, forecast, etc.
X
80%
20%

33.
@aleyda
https://twitter.com/SearchForRyan/status/1516365655796236293
It will also make
you to analyze
activities & set
replicable systems,
and grow your USP

34.
@aleyda
https://lucid.app/, https://miro.com/, https://www.diagrams.net/
There are also a few free & freemium online
diagram makers to help create them

35.
@aleyda
https://www.visual-paradigm.com/tutorials/flowchart-tutorial/
… as well as
fantastic guides
with best
practices to take
into account

36.
@aleyda
@aleyda
Let’s go through a few of them
addressing common SEO questions
Decision
Making Processes Scenarios

37.
@aleyda
What steps do you
follow when
developing the SEO
audit of a site?

38.
@aleyda
What will the
SEO audit
include?

39.
@aleyda
What will
SEO reports
include?

40.
@aleyda
What SEO KPIs will you report on?

41.
@aleyda
…By using this Google Sheet SEO Report
Planner!
https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing

42.
@aleyda
What do we do while you develop the initial
SEO audit? We have plenty of resources

43.
@aleyda
“Plenty of resources”

44.
@aleyda
What happens if something goes
wrong with SEO releases?

45.
@aleyda
Why are we behind competitors
for [Y] queries?

46.
@aleyda
Why are we not
seeing high
traffic /
conversions
impact of SEO
implementation?
YOU’RE STUCK HERE

47.
@aleyda
How do we avoid this from happening?

48.
@aleyda
How do I implement that?

49.
@aleyda
Why we don’t
do [X] like
[Competitor] is
doing?

50.
@aleyda
Why are we doing [Action X] last and
focusing on [Action Y] right away?
Action X
Action Y

51.
@aleyda
How are all of the SEO activities prioritized?
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/

52.
@aleyda
Why are we not optimizing those top
ranked pages with very low CTR?

53.
@aleyda
Why do we need to put so much effort
optimizing category pages content?

54.
@aleyda
Why we don’t
index the [X Facet]
on the site to
attract more traffic?

55.
@aleyda
When do we eliminate product pages?

56.
@aleyda
Why are we
eliminating rather
than optimizing
[X] group of
pages?

57.
@aleyda
Why are we not
doing anything
after this Google
Update that
negatively hit us?

58.
@aleyda
Why are we not migrating these old URLs
to the new Website?

59.
@aleyda
Should we target languages or
countries when going international?

60.
@aleyda
Why don’t we
use ccTLDs for
the new
country
markets?

61.
@aleyda
When should we
localize our
content to the
new
international
markets?

62.
@aleyda
Why don’t we
implement
hreflang in that
group of pages?

63.
@aleyda
It’s now your time to
Identify & Document
the input, processes,
and decisions for SEO
activities you’re
asked the most about
Decision
Process
A
Start
Yes No
Process
B
End
https://slidemodel.com/how-to-make-a-flowchart/

64.
@aleyda
Let’s ditch most
of those
“it depends”

65.
@aleyda
@aleyda
It’s about quickly answering the common
SEO questions in an easy to understand way
Decision
Making Processes Scenarios

66.
@aleyda
While helping to tackle some
common SEO challenges
Easier to
understand for non-
technical
stakeholders &
decision makers
Facilitate to assess
potential
automation by
development team
Helps to establish
trust by showing in-
depth
understanding, care
and experience

67.
@aleyda
Finally, I know we all
feel pressured to say
something right away
when asked…

68.
@aleyda
… But you don’t expect
meaningful answers from
them without a proper
diagnosis, isn’t it?

69.
@aleyda
Let’s say goodbye
to “it depends”

70.
@aleyda
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
orainti.com
Thanks!
@aleyda