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SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast #WLSS

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#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Iden...

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#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Achieving SEO
success is Hard
HTTPS://TWITTER.COM/ALEYDA/STATUS...

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#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
SEO is continuously
evolving and
becoming more
complex to achie...

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SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast #WLSS

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How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!

How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!

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SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast #WLSS

  1. 1. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identifying Opportunities to Grow Your Results Fast SEO LOW HANGING FRUIT
  2. 2. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Achieving SEO success is Hard HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
  3. 3. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SEO is continuously evolving and becoming more complex to achieve results…
  4. 4. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Because it takes time to see the impact of execution and to gain support & release them in the first place!
  5. 5. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess
 & Prioritize 2. To Assess
 & Prioritize It’s then fundamental to set a framework to prioritize your SEO activities, based on impact and effort
  6. 6. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 2. 
 To execute first those SEO activities with high impact & low effort.. and see results faster! Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher High impacting with low effort 9 9 18 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
  7. 7. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 I’ve created this SEO Recommendations Prioritization Template in Google Sheets to help you to prioritize HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT-S4JA/VIEW
  8. 8. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 2. 
 Low hanging fruit should be the first to prioritize, as they have the highest impact with the lowest effort! However, there are low hanging fruit we should assess ASAP due their highest impact, lowest effort…
  9. 9. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … of highly prevalent, strategy agnostic opportunities that can be done in parallel to the SEO analysis workflow Rankings, Keyword & Competition Research Content Audit Technical Audit Link Popularity Audit SEO Strategy & Prioritized SEO Roadmap SEO Process Goals 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
  10. 10. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … and allow to see results even faster! Helping you to address some of biggest challenges in the SEO process Mitigate client impatience towards results Show value of SEO implementation to gain further support Minimize concerns of complex implementations starting with easiest actions Help you to establish a good coordination base for more complex implementation later on
  11. 11. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Let’s go through some of the top Low Hanging Fruit to prioritize their assessment #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  12. 12. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving the CTR of Top ranked pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  13. 13. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For what popular, relevant terms are your pages already ranking well but have a low CTR? Identify to improve!
  14. 14. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Non-Relevant Term for your Site Poor SERPs CTR Relevant Term for your Site Non-Relevant Ranked Page Content Cannibalization to fix between many similar/relevant pages Lack of content to be created for the query topic Non-Relevant / Unattractive Titles and Meta Descriptions to Optimize Relevant Ranked Page SERP features inclusion that you’re not leveraging but could There are some frequent scenarios that you can identify and fix more easily and quickly SERP features inclusion that you’re not leveraging but can’t use More ads inclusion that lower CTR Search intent satisfied directly in search results, generating a non-click High Priority Medium Priority No Priority
  15. 15. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Which can have an important impact in your top queries CTR and ultimately, organic search traffic
  16. 16. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify CTR opportunities for free w/ Search Analytics Add-On for Sheets importing metrics by device and page HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811
  17. 17. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Segment per device & apply conditional color formatting to identify differences in queries & pages behavior
  18. 18. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Get the terms for which you’re ranking in the top 10 already and have worse CTR with the highest impressions
  19. 19. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2 You can also use this GDS Dashboard I shared to identify top queries CTR opportunities per page/device/country
  20. 20. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 How to know if your CTR is poor? Take as a reference Advance Web Ranking CTR per device, industry, search features and query intent HTTPS://WWW.ADVANCEDWEBRANKING.COM/CTRSTUDY/
  21. 21. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE & SEOTESTING.COM If you want to automate this process use tools like Ryte & SEOtesting.com that integrate with GSC and offer “CTR Opportunities” reports
  22. 22. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify which are the meaningful terms that you 
 want to target ranking with the relevant page
  23. 23. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Why the relevant pages for these important terms w/ 
 high potential have such a poor CTR? Let’s assess!
  24. 24. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =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…
  25. 25. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 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
  26. 26. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Are these Titles & Descriptions shown in ranked SERPs or are they being replaced by worse ones? Verify and compare in bulk with SEOWL Rewrite checker for free HTTPS://WWW.SEOWL.CO/TITLE-REWRITE-CHECKER/
  27. 27. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SISTRIX … or with Sistrix for any of your ranked pages, where you can segment those queries w/ highest search volume and better rankings too
  28. 28. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Google will show Headings now more instead of title tags when they are as or more descriptive and shorter!
  29. 29. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Unfortunately, this change means a worse CTR for pages in some scenarios, as in those for which a call to action seen as not highly unique/ descriptive by Google is removed
  30. 30. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Optimize them to become descriptive, attractive, but short avoiding replacement & improving CTR Before the Update After the Update Updated Title Tag
  31. 31. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify SERPs inclusions opportunities vs. competitors scraping w/ IMPORTXML / IMPORTFROMWEB & XPATH
  32. 32. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Get the ranked pages for those top queries with poor CTR to assess in Google sheets vs. competitors
  33. 33. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain & assess SERPs titles & descriptions of best ranked pages, & see how they’re optimized vs. yours
  34. 34. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, this remoters page show “part time” jobs too but this is not specified in the title nor the description, vs. the best ranked page, and its CTR (and potentially, ranking) could improve if it started to mention it…
  35. 35. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Verify if these SERPs are including features like Featured Snippets or Carrousels that you can leverage
  36. 36. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 You can identify these opportunities too by using tools like SEMrush w/ SERP features filtering for any site… SEMRUSH
  37. 37. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Validate which of these have a higher impact in your search results that are relevant for your to leverage
  38. 38. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Prioritize those actions that will improve your SERP visibility for highest impact queries with current content Poor SERPs CTR Non-Relevant / Unattractive Title Tags and Meta Descriptions to optimize Add a Table of Content / Index to generate Featured Snippet Include or fix structured data implementation to generate rich result Featured Snippet Rich Results Content generation in the relevant format News/Videos/etc. Carrousels SERP features inclusion that you’re not leveraging but could
  39. 39. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SITEBULB If you already have schema implemented but you’re not yet generating rich results: crawl, validate & fix using an SEO crawler like Sitebulb that allows to easily troubleshoot against Google requirements
  40. 40. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 In the case of featured snippets, it’s about changing already existing content organization and structure…
  41. 41. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … with very fast results if you’re already in one of the top positions for popular queries, like in this case
  42. 42. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Which continues to rank and display correctly today!
  43. 43. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify relevant popular terms with poor CTR that you want to target but you’re not ranking with right page
  44. 44. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Validate if you should differentiate & optimize further, consolidate or create new content for better performance Differentiate and optimize the cannibalized pages content in case is relevant 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 in case the meant to be targeted queries are the same with similar content, whether 301 redirecting or canonicalizing to the best performing one
  45. 45. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, the Remoters page that ranks for “remote only companies” despite not being focused on this query which is relevant to rank and has good popularity.. a new page could be created for it!
  46. 46. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/ Identify these cannibalization issues with search console data using Hannah Rampton’s free Data Studio Explorer
  47. 47. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE & SEOTESTING.COM .. or leverage paid tools features like Ryte’s & SEOtesting to identify those pages ranking for same queries
  48. 48. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Selecting those that perform better to be kept, and 301- redirecting and merging those that are not
  49. 49. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Monitor the impact by using SEO tests frameworks like Ryte or SEOtesting.com to track (& share) the outcome RYTE & SEOTESTING.COM
  50. 50. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving internal linking of those pages that are almost ranking well to grow their popularity #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  51. 51. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For queries for which you have more relevant content than the competition but with lower link popularity..
  52. 52. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain the backlink data from the Google Search Console and Third-Party Tools, like SEMRush GOOGLE SEARCH CONSOLE & SEMRUSH
  53. 53. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identifying those pages with backlinks triggering errors or erroneously redirecting to be fixed asap!
  54. 54. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain also internal linking data by using both Google Search Console & your own site crawls GOOGLE SEARCH CONSOLE, RYTE & SITEBULB
  55. 55. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Integrate backlinks metrics with pages and queries using VLOOKUP+IFERROR functions in Google Sheets =IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”")
  56. 56. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =IFERROR(VLOOKUP(B2,internallinks!$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. 57. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify the pages that aren’t yet in the best positions for popular queries, w/ poor internal links & backlinks
  58. 58. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Start linking them from those pages with higher backlink popularity in a relevant way
  59. 59. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improve internal linking to these pages with a secondary navigation system from different site areas
  60. 60. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Monitoring search trends and content freshness to update their relevance.. and improve rankings #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  61. 61. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 If we’ve learned something since last year, is that preferences and trends can change really fast… HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
  62. 62. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 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 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 HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
  63. 63. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, what happened to me with the remote work trends piece that is updated every start of the year… Annual update of content New search behavior
  64. 64. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 This page stopped ranking for a long tail of queries connected towards the main topic as it hadn’t been updated after the big remote work shift that happened in March last year..
  65. 65. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 New Content Update Once it was updated to include the new Covid related information, its rankings and traffic improved again…
  66. 66. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE You can identify clicks anomalies in Search Console automatically using tools like Ryte, that will also send alerts about them..
  67. 67. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Set Google Analytics alerts to be notified 
 when organic search traffic trends drop… GOOGLE ANALYTICS CUSTOMS ALERTS
  68. 68. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … as well as rankings drops for targeted tracked queries with rank tracking tools like AWR ADVANCED WEB RANKING ALERTS
  69. 69. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Manually validate to check change in impressions/ rankings/ctr between periods with Search Console
  70. 70. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change") Use the IFS function in Google Sheets to compare to easily check if it has increased or decreased
  71. 71. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Verify which popular relevant terms have dropped in impressions, CTR or rankings and analyze vs. content
  72. 72. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Automate this by using tools like SEOtesting and Ryte too! RYTE AND SEOTESTING.COM
  73. 73. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Avoid these drops proactively identifying the change in search behavior in your sector leveraging tools that offer new queries trends gathering industry data… SEOMONITOR TRENDS
  74. 74. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE AND SEOTESTING.COM As well as by leveraging your own Search Console 
 Data looking for new queries searches!
  75. 75. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving internal linking towards pages which are almost ranking at the top that lack popularity Improving CTR of pages already ranking in top 10 results Monitoring search trends to keep and recover relevance and freshness of content and rank better w/ it It’s about validating “low hanging fruit” that you’ll have chances to see results faster, w/ lowest of efforts! #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  76. 76. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Thanks! Questions? #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 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

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