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SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

Aleyda Solís
Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti

Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.

SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

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#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
IdentifyingOpportunitiestoGrowYourResultsFast
SEOLOWHANGINGFRUIT
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
https://twitter.com/aleyda/status/1501501814994313218
This was not the most voted topic, but the one


that grew the most in them & sparked conversation
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
Achieving SEO
success is Hard
HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
SEO iscontinuously
evolving and
becoming harder
to achieve results
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
It also takestimetoseetheimpactof implementation
andtogainsupportforfurtherexecutiondue to this too
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
It’s fundamental to
prioritize SEO
activities,based on
impact and effort
IMPACT
EFFORT
1.


To Execute


Now
Don’t Do
2.


To Assess


& Prioritize
2.


To Assess


& Prioritize

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SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

  • 1. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE IdentifyingOpportunitiestoGrowYourResultsFast SEOLOWHANGINGFRUIT
  • 2. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://twitter.com/aleyda/status/1501501814994313218 This was not the most voted topic, but the one 
 that grew the most in them & sparked conversation
  • 3. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Achieving SEO success is Hard HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
  • 4. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEO iscontinuously evolving and becoming harder to achieve results
  • 5. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It also takestimetoseetheimpactof implementation andtogainsupportforfurtherexecutiondue to this too
  • 6. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It’s fundamental to prioritize SEO activities,based on impact and effort IMPACT EFFORT 1. To Execute 
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 & Prioritize 2. To Assess 
 & Prioritize
  • 7. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 & loweffort.. andseeresultsfaster!
  • 8. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT-S4JA/VIEW I’ve created this SEORecommendations Prioritization T emplate inGoogle Sheets to help youto prioritize
  • 9. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2.
  • 10. Roadmap Implementation Low Hanging Fruit SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5 SEO Process Goals
  • 11. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Mitigate client impatience towards results Show value of SEO implementation to gain further support Minimize concerns of complex implementations starting with easiest actions Establish a good coordination base for more complex implementation later on …This doesn’t only allow you to achieve results faster buthelpsto addresssomeof thebiggestSEOchallenges
  • 12. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improving the CTR 
 of Top-ranked pages Optimizing internal linking 
 of almost ranking pages Monitoring trends and content freshness to update & rank better Let’s go through a few of them!
  • 13. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improving the CTR 
 of Top-ranked pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
  • 14. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Forwhatpopular, relevantqueriesareyou already ranking well buthave alow CTR?
  • 15. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Non-Relevant Term for your Site Poor SERPs CTR Relevant Term for your Site Non-Relevant Ranked Page Lack of content to be created to effectively address the query Non-Relevant / Unattractive Titles and Meta Descriptions to Optimize Relevant Ranked Page SERPfeatures inclusion that you’re not leveraging but could SERPfeatures inclusion that you’re not leveraging but can’t use More ads inclusion that lowers CTR Search intent satisfied directly in search results, generating a non-click Content Cannibalization to fix between many similar/relevant pages Therearesome frequentscenariosthatyoucan 
 easily identifyandfixto see results faster High Priority 
 Medium Priority 
 No Priority
  • 16. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE These should have an important impact on your top queries CTR + traffic
  • 17. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811 IdentifyCTR opportunitiesforfree w/SearchAnalytics Add-OnforSheets importingmetrics by device+page
  • 18. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Segment perdevice& applyconditional color formattingtoidentifydifferencesin behavior
  • 19. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Get the terms ranked in the top 10 that have worse CTR and high impressions
  • 20. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2 You can alsousethis GDSDashboardIshared toidentify topqueriesCTR opportunitiesperpage/device/country
  • 21. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://www.advancedwebranking.com/ctrstudy/ How to know if your CTRispoor? T ake as areference AWRCTR Report
  • 22. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM Automate this using tools that integrate w/ the Search Console for CTR Underperformers
  • 23. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identifywhichare themeaningfultermsthat you 
 wanttotargetrankingwiththerelevantpage
  • 24. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Let’sassesswhythe relevantpagesforthese important terms w/ high potential have sucha poorCTR
  • 25. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IMPORTXML(B2,"//title") =IMPORTXML(B2,”//meta[@name=‘description’]/@content") =IMPORTXML(B2,"//h1") Verify how descriptive and long these pages’ title tags,meta descriptions and H1s are…
  • 26. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEARCH(search_for, text_to_search, [starting_at]) Validate if the title tag,meta description and H1 include the terms for which you want to rank
  • 27. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE https://www.seowl.co/title-rewrite-checker/ Are theseTitles & Descriptions shown in SERPs or are they replaced by G? Check in bulk!
  • 28. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SISTRIX …or with Sistrix for any page, prioritizing those in top positions for popular queries
  • 29. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Google will show Headings now more instead of title tags when they are more descriptive and shorter ADVANCED WEB RANKING
  • 30. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Unfortunately, this change means a worse CTR for pages in some scenarios
  • 31. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Before the Update Updated Title Tag Optimize them to become descriptive,attractive,but short avoiding replacement & improving CTR After the Update
  • 32. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify SERPsinclusions opportunities vs. competitors scraping w/IMPORTXML/IMPORTFROMWEB & XPATH
  • 33. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Get the ranked pages for those top queries with poor CTR to assess in Google sheets vs.competitors
  • 34. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Obtain & assess SERPstitles & descriptions of best ranked pages,& see how they’re optimized vs.yours
  • 35. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Forexample,this remoterspage showing “parttime” jobs not mentioning itinthemetadata
  • 36. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Verify if these SERPsare including features like Featured Snippets or Carrousels thatyou can leverage
  • 37. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SEMRUSH You can identify these opportunities too by using tools like SEMrush w/ SERP features filtering for any site…
  • 38. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Assess which have a higher impact on your SERPs and are relevant to include
  • 39. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Poor SERPs CTR Non-Relevant / Unattractive Title Tagsand Meta Descriptions to optimize Featured Snippet Add a Table of Content / Index to generate Featured Snippet Rich Results Include or fix structured data implementation to generate rich result Content generation in the relevant format News/Videos/Products/etc. Carrousels SERPfeatures inclusion that you’re not leveraging but could Prioritize those actions thatwill improve your SERP visibility for high impact queries with current content
  • 40. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE SITEBULB Ifyou already have schemabut you’re not yet generating rich results: crawl & troubleshoot
  • 41. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE In the case of featured snippets,it’sabout changing already existing content organization and structure
  • 42. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identifyrelevantpopulartermswithpoor CTR that you wanttotargetbutyou’re notrankingwithrightpage
  • 43. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE This assessment has been further facilitated with search intent features! In doubt: check top pages SEMRUSH
  • 44. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Differentiate and optimize the cannibalized pages content in case isrelevant to keep them and target to different queries Create a new page with relevant content that address the query to be ranked Content cannibalization between many different relevant pages to fix Lack of content that should created for the specific search Consolidate the cannibalized pages if the meant to be targeted queries are the same with similar content, whether 301 redirecting or canonicalizing to the best performing one Validate if you should differentiate& optimize further, consolidate or createnew content
  • 45. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Eg.the page ranking for “remote only companies” despite not being focused on this query
  • 46. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/ Identify these cannibalization issues for free with search console data
  • 47. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM ..or leverage paid tools featuresto identify those pages ranking for the samequeries
  • 48. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Selecting to keepthose thatperform better,while 
 301-redirecting and merging those thatarenot
  • 49. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM Monitor the impact by using SEO testing 
 frameworkslike to measurethe outcome
  • 50. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Optimizing internal linking 
 of almost ranking pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
  • 51. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Forqueriesyouhave more relevantcontent thanthe competition but lower page link popularity…
  • 52. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS Obtain thebacklinkdatafromtheSearchConsoleand Third-PartyTools,likeSEMRush
  • 53. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identifying pageswith backlinkstriggering errorsor erroneously redirecting
  • 54. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE SEARCH CONSOLE, RYTE & SITEBULB Obtain alsointernallinkingdataby usingbothGoogle SearchConsole & your own sitecrawls
  • 55. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”") Integrate backlinks metrics with pages and queries using VLOOKUP+IFERROR functions in Google Sheets
  • 56. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFERROR(VLOOKUP(B2,internallinks!$A$2:$J$2830,2,false),"") Do the same with internal links data to integrate in the same sheet than backlinks and rankings metrics
  • 57. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Identify the pages thataren’t yet in the best positions for popular queries,w/poor internal links & backlinks
  • 58. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Start linking them from those pages with higher backlink popularity in a relevant way
  • 59. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Improve internal linking to these pages with a secondary navigation system from different site areas
  • 60. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Monitoring trends and content freshness to update & rank better #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
  • 61. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE TRENDS AND GLIMPSE If we’ve learned something in latest years,is thatsearch preferences and trends can change really fast…
  • 62. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Update existing content to keep its relevance towards changing topics Create new content to answer more effectively to new search queries and reach more users It’s critical to identify to keep the relevance of current content and expand reach for more traffic w/new one Change of search behavior or search trend GOOGLE TRENDS AND GLIMPSE
  • 63. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Annual update of content New search behavior Eg. See what happens withthe remote work trends page updated at the startof theyear…
  • 64. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Thispage stopped ranking asit hadn’t been updated afterthe big remote work shift in March 2020
  • 65. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE New Content Update Once it was updated to include the new Covid related information,its rankings and traffic improved again…
  • 66. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE Youcanidentify clicksanomalies in Search Console using tools like Ryte with alerts…
  • 67. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GA4 CUSTOM INSIGHT ALERTS Set GA4 Custom Insight alerts to be notified 
 when organic search traffic trends drop…
  • 68. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE ADVANCED WEB RANKING ALERTS …aswell asrankings drops for targeted tracked 
 queries with rank tracking tools likeAWR
  • 69. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Manually validate to check change in impressions/ rankings/CTR between periods with Search Console
  • 70. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE =IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change") Use the IFSfunction in Google Sheets to compare to easily check if it has increased or decreased
  • 71. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE Verify which popular relevant terms have dropped in impressions,CTR or rankings and analyze vs.content
  • 72. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM Automatethis by using tools like SEOtesting and Rytetoo!
  • 73. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE GOOGLE TRENDS AND GLIMPSE Identify the change insearch behavior inyour sector withtools likeGlimpse
  • 74. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE RYTE AND SEOTESTING.COM As well asby usingyour own Search Console Data new queries
  • 75. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE It’sabout identifying “low hanging fruit” that 
 will give results faster,withthelowest efforts! Improving the CTR 
 of Top-ranked pages Optimizing internal linking 
 of almost ranking pages Monitoring trends and content freshness to update & rank better
  • 76. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE In parallel to your initial SEO analysis, 
 to accelerate the process & gain further support Rankings, Keyword & Competition Research Content Audit T echnical Audit Link Popularity Audit SEO Strategy & Prioritized SEO Roadmap Initial SEO Analysis for an SEO Process Parallel Low Hanging Fruit Assessment Low Hanging Fruit SEO Opportunities Assessment SEO Roadmap Implementation Low Hanging Fruit SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5 SEO Process Goals
  • 77. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE 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 Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE