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Prioritizing SEO for Success in a World of Uncertainty #UploadConf

How to do and prioritize your SEO efforts during a time of crisis like the one we're going through due to Coronavirus? Learn how in this presentation!

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Prioritizing SEO for Success in a World of Uncertainty #UploadConf

  1. 1. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF PRIORITIZING SEO FOR SUCCESS IN A WORLD OF UNCERTAINTY
  2. 2. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How do you prioritize your SEO efforts when the world changes all of the sudden due to a global crisis, like a pandemic? HTTPS://IG.FT.COM/CORONAVIRUS-CHART/
  3. 3. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SEMRUSH.COM/BLOG/MARKET-WINNERS-LOSERS-CORONAVIRUS/ With unexpected effects in search behavior, traffic trends and projections
  4. 4. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.HUBSPOT.COM/COVID-DATA With a major economic impact in sales and marketing across many industries…
  5. 5. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://LIBRARY.SEOMONITOR.COM/POST/ALEYDA-SOLIS-AND-COSMIN-NEGRESCU-ON-OFFICE-HOURS-2-SEO-AGENCIES-AND-REMOTE-WORK-IN-COVID-19-TIMES With a general negative effect in traffic across SEO processes
  6. 6. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TWITTER.COM/ALEYDA/STATUS/1251964865528414212 Changing the way we travel, work, learn, socialize, exercise, shop…
  7. 7. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Pushing the shift of otherwise still traditional businesses to the online world, accelerating their digital transformation
  8. 8. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF …even for big companies and in the long run!
  9. 9. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Welcome to the new uncertain normal… in which crisis should be used as a catalyst. HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  10. 10. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How can the SEO process support clients/company in this journey? HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  11. 11. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How can your own SEO business succeed in this new context too? HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  12. 12. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF It’s about integrating these 3 critical characteristics in your SEO efforts PROACTIVE FLEXIBLE CONTEXT AWARE
  13. 13. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMSTO IDENTIFYSEARCH TREND CHANGES FAST Aligning your SEO efforts to support the business journey through uncertainty to achieve success INTEGRATINGSEO INCRITICALBUSINESS AREASTHATNEED SUPPORTTOTACKLE THE CRISIS CONTINUOUS JOINTREVISIONS OFPROJECTIONS, GOALS&ACTION PLAN / PRIORITIESBASEDON NEWSEARCH BEHAVIOR/ TRENDS&BUSINESS CAPACITYAND NEEDS DIVERSIFICATION INAREAS/SECTORS/ GEOWITH POTENTIALTO DECREASEFUTURE RISKS
  14. 14. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF LET’S SEE HOW!
  15. 15. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMS TO IDENTIFY SEARCH TREND CHANGES FAST
  16. 16. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE You can’t foresee this, but you should establish a system to identify it as soon as it hits to support your client
  17. 17. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.SEOMONITOR.COM/ Identify your industry YoY search trend, along exploding and tanking topics
  18. 18. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Set custom traffic alerts in Google Analytics to be notified when the traffic trend changes all of the sudden GOOGLE ANALYTICS CUSTOM ALERTS
  19. 19. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Identify anomalies HTTPS://EN.RYTE.COM/ Identify Impressions and clicks anomalies from your Google Search Console performance .. and set notifications to receive alerts
  20. 20. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Monitor searches/conversations/mentions that generate new trends within your industry… HTTPS://EXPLODINGTOPICS.COM/
  21. 21. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EXPLODINGTOPICS.COM/ … even if it’s a niche one! Set notifications to receive latests updates so you can take action fast
  22. 22. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFBUZZSUMO.COM Monitor and identify spikes in mentions about your services/products across the Web
  23. 23. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.INTEGROMAT.COM/EN/ Configure the alerts to be sent also to your project management system to easily notify all SEO stakeholders
  24. 24. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Now you can identify if there’s a real change of search behavior/market/etc. trend to inform clients & take action HTTPS://WWW.INTEGROMAT.COM/EN/
  25. 25. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF INTEGRATING SEO IN CRITICAL BUSINESS AREAS THAT NEED SUPPORT TO TACKLE THE CRISIS
  26. 26. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFGOOGLE ANALYTICS Identify how is your audience behavior changing towards your business offering to provide support where is needed
  27. 27. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Ask the company support team about the new types of requests and main concerns they’ve started to receive
  28. 28. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Analyze the site recent & popular internal search queries to identify new types of requests. Set alerts for them too! GOOGLE ANALYTICS
  29. 29. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Analyze the content trending on the web about your Website topic/area BUZZSUMO.COM
  30. 30. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EN.RYTE.COM/ Identify the new keywords with highest increase in impressions and clicks for which you’re not ranking as well yet
  31. 31. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Assess the newly discovered trending queries that your competitors are already ranking/ attracting traffic for and you aren’t yet
  32. 32. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF DEVELOPMENT ANDUPDATEOF FAQSTOADDRESS CONCERNS INPUTTO CUSTOMER SUPPORT, MARKETING, COMMUNICATION, PRODUCTTEAMTO UPDATE/ALIGN EFFORTS DEVELOPMENTOF STUDIES/STATS/ WHAT’SNEXTTO ESTABLISH AUTHORITY/ TRANSPARENCY UPDATEIN CONDITIONS/ PROMOTIONS/ PRICING NEW PRODUCT/ SERVICELINES OPPORTUNITIESTO OFFERFORWHICH OPTIMIZATION ACTIONSWILLBE REQUIRED Use this information to develop strategical SEO recommendations to address/support in critical areas
  33. 33. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF .. and take action by helping to update the critical areas/ content/products offerings of the site
  34. 34. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Showing customers that the business cares and reacts to what’s needed
  35. 35. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF … Optimizing the Website accordingly
  36. 36. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF CONTINUOUS JOINT REVISIONS OF PROJECTIONS, GOALS & ACTION PLAN / PRIORITIES
  37. 37. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF If your industry has changed all of the sudden… SEOMONITOR
  38. 38. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Your SEO action plan was affected/changed to align/ support the new search trends/business needs RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3
  39. 39. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF 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 Agree with stakeholders on new budget, criteria and available resources to update SEO priorities …
  40. 40. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF … which should be reflected on new goals too, taking into consideration how the market has changed SEOMONITOR
  41. 41. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Agree on continuous revisions of tasks/priorities based on urgent/critical new trends that are identified RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3 TO BE REVISED/UPDATED EVERY MONTH BASED ON EVOLUTION OF BUSINESS CONTEXT
  42. 42. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Remember to communicate how the new/updated efforts are impacting the site SEO and business goals
  43. 43. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF DIVERSIFICATION IN AREAS/SECTORS/ GEO WITH POTENTIAL TO DECREASE FUTURE RISKS
  44. 44. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Have you been negatively affected or lost +30% of your agency/consultancy clients/projects?
  45. 45. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.STATISTA.COM/STATISTICS/1106302/CORONAVIRUS-IMPACT-INDEX-BY-INDUSTRY-2020/ Start diversifying your SEO clients sectors, avoid having +30% of your clients in a single one
  46. 46. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF If you’re in a hard hit country, look to target the international market, and advice your clients accordingly HTTPS://WWW.POLITICO.COM/INTERACTIVES/2020/RANKING-COUNTRIES-CORONAVIRUS-IMPACT/
  47. 47. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/INTERNATIONAL-SEO-FOR-ECOMMERCE-WEBSITES-SEJLIVE-SEJESUMMIT … start targeting international markets can be a great option for ecommerce, marketplaces…
  48. 48. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Check out the industry traffic and growth evolution in top country markets
  49. 49. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Identify those “lower entry barrier” markets from which your competitors might be already profiting from SIMILARWEB
  50. 50. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Analyze the organic search evolution per country and compare to identify the most attractive markets
  51. 51. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMSTO IDENTIFYSEARCH TRENDCHANGES FAST It’s about aligning your SEO efforts to better support the business journey through uncertainty INTEGRATING SEOINCRITICAL BUSINESSAND CUSTOMERAREAS THATNEED CRITICAL SUPPORTTO TACKLETHE CRISIS CONTINUOUS JOINTREVISIONS OFPROJECTIONS, GOALS&ACTION PLAN / PRIORITIESBASEDON NEWSEARCH BEHAVIOR/ TRENDS&BUSINESS CAPACITYAND NEEDS DIVERSIFICATION INAREAS/SECTORS/ GEOWITH POTENTIALTO DECREASEFUTURE RISKS
  52. 52. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Integrating 3 critical characteristics within your SEO processes and consultancy PROACTIVE FLEXIBLE CONTEXT AWARE
  53. 53. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Thanks! Questions? I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays YouTube SEO Video Series Host * #SEOFOMO Newsletter Wrangler * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF

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