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#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Successful 

SEO Consulting
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
I’m Aleyda Solis
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
+10 Years of SEO experience in the agency side, in-
house specialist and as an independent consultant
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
I own a boutique SEO consultancy called Orainti
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Helping brands that you likely know
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Achieving organic search visibility increase
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Driving scalable organic search growth
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
That ultimately achieves a positive ROI
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
As well as happy clients
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
How can you do the same and develop 

a successful SEO consulting business?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Start by establish
your USP in SEO:
Why they should
hire you specifically
and not another
agency or
consultant?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Start by establish
your USP in SEO:
Why they should
hire you specifically
and not another
agency or
consultant?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Trust: Ethical principles as
a consultant, that will not
put in risk your clients
business and will keep
complete transparency in
the actions to be
implemented.
๏ Convenience: Offering all
digital marketing or SEO
capabilities?
๏ Specialization: Offering
specific SEO services and
in-depth knowledge and
experience?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Verify that there’s a
fit with the type of
client and project
before pitching,
accepting or
signing a new deal
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Verify that there’s a
fit with the type of
client and project
before pitching,
accepting or
signing a new deal
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Size of business: Do you
target a high volume of
small clients or low
volume of big clients?
๏ Type of business: Do you
target B2B or B2C
clients?
๏ Type of industry: Do you
specialise on businesses
of certain industries?
๏ Type of projects: Do you
specialise on projects
that cover certain SEO
activities or specific
markets?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Set the right
expectations early
on about the SEO
process times,
resources and
flexibility required
to make things
happen
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Set the right
expectations early
on about the SEO
process times,
resources and
flexibility required
to make things
happen
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Access to internal data in
order to have required
information to advise
๏ Minimum expected time
to see improvements
*after* recommendations
are executed
๏ Flexibility & resources
required by the client to
implement
recommendations
๏ Involvement from the
client teams to execute
and align efforts
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Have someone from
the client side to be
the “SEO champion/
owner” who should
be your main
contact point and
should help to
coordinate and get
things done
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Have someone from
the client side to be
the “SEO champion/
owner” who should
be your main
contact point and
should help to
coordinate and get
things done
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ An internal SEO project
manager who should
have necessary capacity
“approve” actions and
goals
๏ Someone who can
internally communicate
and coordinate to make
things happen across
different areas
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Ask (and validate
yourself) about any
previous SEO
activities or changes
that could influence
the current site
rankings and can also
serve as an input for
the process
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Check what worked well
and what didn’t in the
past
๏ Verify if the site has
suffered from
penalisations
๏ Obtain information about
former structural Web
changes as migrations or
redesigns
๏ See if the business has
other Web properties in
production or for test
purposes
Ask (and validate
yourself) about any
previous SEO
activities or changes
that could influence
the current site
rankings and can also
serve as an input for
the process
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Start with a
complete audit &
research to
understand the
business 

& site status &
context in the
industry, as well as
situation and USP vs
competitors
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Even if you’re focusing
on a specific side of SEO
is critical to have as much
understanding as
possible of the context to
identify opportunities
and establish an effective
strategy
๏ A technical, content, link
popularity analysis,
audience search
behaviour vs.
competitors should be
required to start
Start with a
complete audit &
research to
understand the
business 

& site status &
context in the
industry, as well as
situation and USP vs
competitors
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Always develop
your own keyword
research, to validate
the audience
behaviour yourself,
even if the client
already provide
their own data, to
identify
opportunities
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Take client “off-line”
market knowledge into
consideration
๏ Use former SEO process
or PPC campaigns
keyword and competition
research as an input
๏ Always validate yourself
by developing your own
keyword and competition
research as these can
easily change over time
๏ Don’t use only a single
data source, verify with
as many sources as it is
viable
Always develop
your own keyword
research, to validate
the audience
behaviour yourself,
even if the client
already provide
their own data, to
identify
opportunities
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Replicate the
audit and
research to be
“mobile
targeted” in
order to validate
for the upcoming
mobile first
Google index
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Replicate the
audit and
research to be
“mobile
targeted” in
order to validate
for the upcoming
mobile first
Google index
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Use the “smartphone”
crawler when doing the
technical audit and
“mobile” segmentation
for keyword and content
research
๏ Identify potential gaps
between the desktop and
mobile optimisation
status that should be
closed before the release
of Google’s mobile first
index
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Prioritize your
topics/terms/
keywords targets not
only based on
volume, relevance,
competition and
seasonality but also
their potential
profitability towards
the business
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Prioritize your
topics/terms/
keywords targets not
only based on
volume, relevance,
competition and
seasonality but also
their potential
profitability towards
the business
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Check with client to align
the keyword research
outcome based on
business criteria: if there
are categories or types of
services or products that
they want to prioritise
due to profitability, a
new release or
competition reasons
๏ The final selection should
be balanced to cover
both low-hanging fruit as
well as highly beneficial
but more competitive
topics
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Establish relevant
& reasonable kpis
as well as goals
along your client
based on what’s
feasible to
implement and the
desired ultimate
business outcome
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ For the KPIs: Which are
the different aspects,
areas and activities that
you will be working on
for which you can easily
obtain reliable “success
indicators”?
๏ For the Goals: What’s the
final outcome that the
client is looking to
achieve from a business
perspective?
Establish relevant
& reasonable kpis
as well as goals
along your client
based on what’s
feasible to
implement and the
desired ultimate
business outcome
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Develop actionable
SEO
recommendations
based on the audit
findings, specifying
the required
technical, content or
promotional
resources to
implement them
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ For every identified issue
in the SEO audit an
actionable
recommendation should
be made to implement
the solution
๏ Every recommendation
should specified if it’s
going to require
technical, content or
promotional support
from the client, in order
to coordinate well its
execution
Develop actionable
SEO
recommendations
based on the audit
findings, specifying
the required
technical, content or
promotional
resources to
implement them
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Take screenshots to
every SEO issue
identified to
document them,
and provide
examples of every
relevant scenario,
as well as all the
identified instances
to be fixed
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Taking and including
screenshots of the
identified issues in the
SEO recommendations is
critical so is easier to fix
them as well as to
document them in case
there are doubts in the
future about their
previous status
๏ Do the same every time
you validate an
implementation
Take screenshots to
every SEO issue
identified to
document them,
and provide
examples of every
relevant scenario,
as well as all the
identified instances
to be fixed
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Prioritize SEO
recommendations
based on the
identified issues
and opportunities
taking into
consideration their
potential impact to
achieve the
desired goals
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Assign a priority to each
recommendation based
on how critical it is to
achieve the desired goals
๏ Priorities should be
updated when
recommendations are
shared with the client
based on the effort
required to implement
them
๏ Highest impact, easier to
implement actions should
then be first
Prioritize SEO
recommendations
based on the
identified issues
and opportunities
taking into
consideration their
potential impact to
achieve the
desired goals
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Agree on a clear and
“agile”
implementation
roadmap, with
specific deadlines to
launch the established
activities that you
should follow-up 

with the client
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Development and launch
times should be agreed
along the client for each
recommended action,
following the agreed
priority.
๏ Follow an “agile”
approach to launch fast
with an “iterative/
incremental” thinking.
๏ All the required
stakeholders involved in
the process should agree
and approve the
established roadmap.
Agree on a clear and
“agile”
implementation
roadmap, with
specific deadlines to
launch the established
activities that you
should follow-up 

with the client
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Get early involvement
from all the relevant
stakeholders who
should also include
SEO goals as part of
their own areas ones
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Get early involvement
from all the relevant
stakeholders who
should also include
SEO goals as part of
their own areas ones
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ The different areas
involved in the SEO
related implementations
should also make them
part of their goals, in
order to obtain their
actual attention and care
๏ Each stakeholder
involved in each task
should attend the calls &
meetings around them,
and understand the
desired final outcome as
well as the reason behind
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Keep an on-going &
transparent
communication with
the client about your
work status with
frequent calls to
“touch base” and
clarify any doubts
during the
implementation
process
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ A fluid communication is
critical to make sure that
you clarified any doubts
that the client might have
and recommendations
are implemented as
expected instead of
finding issues at the end.
๏ It’s also important that
the client knows the
status of the tasks that
you are in charge of
execute to effectively
align each other and keep
updated.
Keep an on-going &
transparent
communication with
the client about your
work status with
frequent calls to
“touch base” and
clarify any doubts
during the
implementation
process
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Document all the
the findings,
deliverables and
communication with
the client in a
project
management
system that will also
facilitate the
process
coordination
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Use a project
management system for
every interaction with
the client so is easier to
share after with other
team members if
necessary or follow-up.
๏ From Basecamp to Jira,
use a system that better
fit to the SEO process
characteristic.
Document all the
the findings,
deliverables and
communication with
the client in a
project
management
system that will also
facilitate the
process
coordination
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Always validate
yourself the
implementations
before and after
they are launched to
make sure they have
been executed as
specified
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Always validate
yourself the
implementations
before and after
they are launched to
make sure they have
been executed as
specified
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Enable a “test”
environment that
replicates the one in
production to validate
and approve directly
every implementation
before it is released.
๏ Always check yourself
again after each
implementation is
executed to check it has
been effectively taken to
production.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Report about the
KPIs, goals and
activities status
every month,
suggesting
improvements
based on the
current situation
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Report about the
KPIs, goals and
activities status
every month,
suggesting
improvements
based on the
current situation
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Share monthly reports
during “formal” clients
follow-ups showing the
advancement from an
implementation
perspective and their
impact in the KPIs and
goals.
๏ Make the reports
actionable, so you
recommend on actions to
take additionally or
change based on the
results achieved until
then.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
SEO is an iterative/
incremental
process: if you
identify that
something is not
working, be flexible
to pivot or change
and viceversa, if
something works
better, to focus or
expand
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Re-Prioritize the process
recommendations &
connected actions based
on the identified results if
you see that something is
not working as expected
or working better than
what you planned.
๏ Re-align and agree with
all the stakeholders so
they are aware of the
changes and the reasons
behind.
SEO is an iterative/
incremental
process: if you
identify that
something is not
working, be flexible
to pivot or change
and viceversa, if
something works
better, to focus or
expand
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Parallel to your
client work, keep
updated by
following up with
Google updates,
SEO related news
and findings from
industry
publications and
twitter
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Parallel to your
client work, keep
updated by
following up with
Google updates,
SEO related news
and findings from
industry
publications and
twitter
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Due to the continuous
changing nature of SEO is
critical to keep updated.
๏ Follow main industry
publications like SEL, SEJ,
SERoundtable, as more
reliable sources.
๏ Twitter offers a great way
to keep updated as well as
interact and promote your
own content and findings.
๏ Take with a “grain of salt”
what you read, double
verify with more and
reliable sources, your own
tests and “common sense”.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Drive tests with
your own sites to
validate hypothesis
on what is working
applied to the
different scenarios
you have with your
clients
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Drive tests with
your own sites to
validate hypothesis
on what is working
applied to the
different scenarios
you have with your
clients
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ It’s critical that you double
verify yourself what you
“read” from others, even
reliable sources.
๏ Remember that there are
usually many ways to
implement and achieve the
same results and they
might change based on
each site context.
๏ Develop your own tests
with a purpose, to validate
the viability to achieve
results in other ways that
are feasible to implement.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Share about your
experiences in your
own blog, as well as
third-party
platforms that can
drive you more
visibility as LinkedIn
or industry blogs to
develop your
authority
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Sharing about your own
experiences is one of the
best ways to receive
feedback, additional ideas
or confirm your findings.
๏ Publishing will also bring
your business visibility and
authority, as well as could
be a potential client driver
or get you invite to share in
events.
๏ Use third-party platforms
along your own blog in
order to reach a wider
audience, especially at the
beginning.
Share about your
experiences in your
own blog, as well as
third-party
platforms that can
drive you more
visibility as LinkedIn
or industry blogs to
develop your
authority
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Go to digital
marketing events to
network with other
SEOs, stay updated
and if possible
share by speaking
about your
experiences with
the community
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Go to digital
marketing events to
network with other
SEOs, stay updated
and if possible
share by speaking
about your
experiences with
the community
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Learn and ask directly to
industry leaders that you
might not have access to
otherwise.
๏ Expand your network,
exchange ideas, learn and
even identify business
opportunities or bring new
leads in a more “personal”
setting with people who
you might not have known
otherwise or only seen
online… make friends.
๏ Meet clients or partners in
a different and funner
environment.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
You can also go to
other industries
conferences to
network,
inspiration, share
about your SEO
knowledge and
get potential leads
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
You can also go to
other industries
conferences to
network,
inspiration, share
about your SEO
knowledge and
get potential leads
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ Great to get out of the
“echo chamber” and bring
new ideas to your SEO
activities.
๏ They are better settings to
get leads from, as you will
be interacting with a non-
SEO audience and
community, that could
become potential clients.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
When you achieve
the expected results,
ask for clients
testimonials or
success stories that
you can publish in
your site, proposals
and share with
potential clients to
establish trust
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
When you achieve
the expected results,
ask for clients
testimonials or
success stories that
you can publish in
your site, proposals
and share with
potential clients to
establish trust
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
๏ “it's not bragging if it's
true”, ask permission to
your clients to share about
the SEO results you have
helped to achieve
(anonymizing sensible
data) and/or get a
testimonial from them.
๏ Your happy clients will also
likely become a main
source of leads with
spontaneous referrals, let
them know they will be
appreciated.
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Establish your
USP
Verify Client &
Project Fit
Set right client
expectations
Have a client-side
SEO Champion
Check for old
SEO activities
Start with an
audit & research
Develop your
own KW research
Make your SEO
mobile first
Use business
criteria for KWs
Use business for
KPIs & Goals
A recco for each
found issue
Take screenshots
to document
Prioritize SEO
recommendations
Set agile schedule
to execute
Share SEO goals
& involvement
Keep an ongoing
communication
Use PM system
for coordination
Always validate
implementations
Actionable results
reports
Be flexible to
change strategy
Keep updated
with SEO news
Develop your
own tests
Share & blog 

your experiences
Network by going
to conferences
Go out of the SEO
echo chamber
Ask for
testimonials
Let’s wrap-up!
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
It’s time to grow your SEO Consulting
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
Thanks!

Questions?
#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries

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Successful SEO Consulting for @Hubspot #AgencyExpertSeries Webinar

  • 1. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Successful 
 SEO Consulting #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 2. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries I’m Aleyda Solis
  • 3. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries +10 Years of SEO experience in the agency side, in- house specialist and as an independent consultant
  • 4. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries I own a boutique SEO consultancy called Orainti
  • 5. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Helping brands that you likely know
  • 6. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Achieving organic search visibility increase
  • 7. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Driving scalable organic search growth
  • 8. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries That ultimately achieves a positive ROI
  • 9. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries As well as happy clients
  • 10. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries How can you do the same and develop 
 a successful SEO consulting business? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 11. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start by establish your USP in SEO: Why they should hire you specifically and not another agency or consultant? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 12. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start by establish your USP in SEO: Why they should hire you specifically and not another agency or consultant? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Trust: Ethical principles as a consultant, that will not put in risk your clients business and will keep complete transparency in the actions to be implemented. ๏ Convenience: Offering all digital marketing or SEO capabilities? ๏ Specialization: Offering specific SEO services and in-depth knowledge and experience?
  • 13. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Verify that there’s a fit with the type of client and project before pitching, accepting or signing a new deal #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 14. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Verify that there’s a fit with the type of client and project before pitching, accepting or signing a new deal #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Size of business: Do you target a high volume of small clients or low volume of big clients? ๏ Type of business: Do you target B2B or B2C clients? ๏ Type of industry: Do you specialise on businesses of certain industries? ๏ Type of projects: Do you specialise on projects that cover certain SEO activities or specific markets?
  • 15. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Set the right expectations early on about the SEO process times, resources and flexibility required to make things happen #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 16. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Set the right expectations early on about the SEO process times, resources and flexibility required to make things happen #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Access to internal data in order to have required information to advise ๏ Minimum expected time to see improvements *after* recommendations are executed ๏ Flexibility & resources required by the client to implement recommendations ๏ Involvement from the client teams to execute and align efforts
  • 17. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Have someone from the client side to be the “SEO champion/ owner” who should be your main contact point and should help to coordinate and get things done #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 18. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Have someone from the client side to be the “SEO champion/ owner” who should be your main contact point and should help to coordinate and get things done #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ An internal SEO project manager who should have necessary capacity “approve” actions and goals ๏ Someone who can internally communicate and coordinate to make things happen across different areas
  • 19. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Ask (and validate yourself) about any previous SEO activities or changes that could influence the current site rankings and can also serve as an input for the process #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 20. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Check what worked well and what didn’t in the past ๏ Verify if the site has suffered from penalisations ๏ Obtain information about former structural Web changes as migrations or redesigns ๏ See if the business has other Web properties in production or for test purposes Ask (and validate yourself) about any previous SEO activities or changes that could influence the current site rankings and can also serve as an input for the process
  • 21. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Start with a complete audit & research to understand the business 
 & site status & context in the industry, as well as situation and USP vs competitors #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 22. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Even if you’re focusing on a specific side of SEO is critical to have as much understanding as possible of the context to identify opportunities and establish an effective strategy ๏ A technical, content, link popularity analysis, audience search behaviour vs. competitors should be required to start Start with a complete audit & research to understand the business 
 & site status & context in the industry, as well as situation and USP vs competitors
  • 23. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always develop your own keyword research, to validate the audience behaviour yourself, even if the client already provide their own data, to identify opportunities #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 24. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Take client “off-line” market knowledge into consideration ๏ Use former SEO process or PPC campaigns keyword and competition research as an input ๏ Always validate yourself by developing your own keyword and competition research as these can easily change over time ๏ Don’t use only a single data source, verify with as many sources as it is viable Always develop your own keyword research, to validate the audience behaviour yourself, even if the client already provide their own data, to identify opportunities
  • 25. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Replicate the audit and research to be “mobile targeted” in order to validate for the upcoming mobile first Google index #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 26. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Replicate the audit and research to be “mobile targeted” in order to validate for the upcoming mobile first Google index #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Use the “smartphone” crawler when doing the technical audit and “mobile” segmentation for keyword and content research ๏ Identify potential gaps between the desktop and mobile optimisation status that should be closed before the release of Google’s mobile first index
  • 27. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize your topics/terms/ keywords targets not only based on volume, relevance, competition and seasonality but also their potential profitability towards the business #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 28. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize your topics/terms/ keywords targets not only based on volume, relevance, competition and seasonality but also their potential profitability towards the business #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Check with client to align the keyword research outcome based on business criteria: if there are categories or types of services or products that they want to prioritise due to profitability, a new release or competition reasons ๏ The final selection should be balanced to cover both low-hanging fruit as well as highly beneficial but more competitive topics
  • 29. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Establish relevant & reasonable kpis as well as goals along your client based on what’s feasible to implement and the desired ultimate business outcome #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 30. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ For the KPIs: Which are the different aspects, areas and activities that you will be working on for which you can easily obtain reliable “success indicators”? ๏ For the Goals: What’s the final outcome that the client is looking to achieve from a business perspective? Establish relevant & reasonable kpis as well as goals along your client based on what’s feasible to implement and the desired ultimate business outcome
  • 31. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Develop actionable SEO recommendations based on the audit findings, specifying the required technical, content or promotional resources to implement them #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 32. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ For every identified issue in the SEO audit an actionable recommendation should be made to implement the solution ๏ Every recommendation should specified if it’s going to require technical, content or promotional support from the client, in order to coordinate well its execution Develop actionable SEO recommendations based on the audit findings, specifying the required technical, content or promotional resources to implement them
  • 33. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Take screenshots to every SEO issue identified to document them, and provide examples of every relevant scenario, as well as all the identified instances to be fixed #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 34. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Taking and including screenshots of the identified issues in the SEO recommendations is critical so is easier to fix them as well as to document them in case there are doubts in the future about their previous status ๏ Do the same every time you validate an implementation Take screenshots to every SEO issue identified to document them, and provide examples of every relevant scenario, as well as all the identified instances to be fixed
  • 35. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Prioritize SEO recommendations based on the identified issues and opportunities taking into consideration their potential impact to achieve the desired goals #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 36. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Assign a priority to each recommendation based on how critical it is to achieve the desired goals ๏ Priorities should be updated when recommendations are shared with the client based on the effort required to implement them ๏ Highest impact, easier to implement actions should then be first Prioritize SEO recommendations based on the identified issues and opportunities taking into consideration their potential impact to achieve the desired goals
  • 37. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Agree on a clear and “agile” implementation roadmap, with specific deadlines to launch the established activities that you should follow-up 
 with the client #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 38. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Development and launch times should be agreed along the client for each recommended action, following the agreed priority. ๏ Follow an “agile” approach to launch fast with an “iterative/ incremental” thinking. ๏ All the required stakeholders involved in the process should agree and approve the established roadmap. Agree on a clear and “agile” implementation roadmap, with specific deadlines to launch the established activities that you should follow-up 
 with the client
  • 39. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Get early involvement from all the relevant stakeholders who should also include SEO goals as part of their own areas ones #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 40. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Get early involvement from all the relevant stakeholders who should also include SEO goals as part of their own areas ones #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ The different areas involved in the SEO related implementations should also make them part of their goals, in order to obtain their actual attention and care ๏ Each stakeholder involved in each task should attend the calls & meetings around them, and understand the desired final outcome as well as the reason behind
  • 41. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Keep an on-going & transparent communication with the client about your work status with frequent calls to “touch base” and clarify any doubts during the implementation process #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 42. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ A fluid communication is critical to make sure that you clarified any doubts that the client might have and recommendations are implemented as expected instead of finding issues at the end. ๏ It’s also important that the client knows the status of the tasks that you are in charge of execute to effectively align each other and keep updated. Keep an on-going & transparent communication with the client about your work status with frequent calls to “touch base” and clarify any doubts during the implementation process
  • 43. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Document all the the findings, deliverables and communication with the client in a project management system that will also facilitate the process coordination #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 44. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Use a project management system for every interaction with the client so is easier to share after with other team members if necessary or follow-up. ๏ From Basecamp to Jira, use a system that better fit to the SEO process characteristic. Document all the the findings, deliverables and communication with the client in a project management system that will also facilitate the process coordination
  • 45. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always validate yourself the implementations before and after they are launched to make sure they have been executed as specified #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 46. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Always validate yourself the implementations before and after they are launched to make sure they have been executed as specified #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Enable a “test” environment that replicates the one in production to validate and approve directly every implementation before it is released. ๏ Always check yourself again after each implementation is executed to check it has been effectively taken to production.
  • 47. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Report about the KPIs, goals and activities status every month, suggesting improvements based on the current situation #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 48. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Report about the KPIs, goals and activities status every month, suggesting improvements based on the current situation #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Share monthly reports during “formal” clients follow-ups showing the advancement from an implementation perspective and their impact in the KPIs and goals. ๏ Make the reports actionable, so you recommend on actions to take additionally or change based on the results achieved until then.
  • 49. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries SEO is an iterative/ incremental process: if you identify that something is not working, be flexible to pivot or change and viceversa, if something works better, to focus or expand #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 50. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Re-Prioritize the process recommendations & connected actions based on the identified results if you see that something is not working as expected or working better than what you planned. ๏ Re-align and agree with all the stakeholders so they are aware of the changes and the reasons behind. SEO is an iterative/ incremental process: if you identify that something is not working, be flexible to pivot or change and viceversa, if something works better, to focus or expand
  • 51. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Parallel to your client work, keep updated by following up with Google updates, SEO related news and findings from industry publications and twitter
  • 52. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Parallel to your client work, keep updated by following up with Google updates, SEO related news and findings from industry publications and twitter #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Due to the continuous changing nature of SEO is critical to keep updated. ๏ Follow main industry publications like SEL, SEJ, SERoundtable, as more reliable sources. ๏ Twitter offers a great way to keep updated as well as interact and promote your own content and findings. ๏ Take with a “grain of salt” what you read, double verify with more and reliable sources, your own tests and “common sense”.
  • 53. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Drive tests with your own sites to validate hypothesis on what is working applied to the different scenarios you have with your clients #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 54. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Drive tests with your own sites to validate hypothesis on what is working applied to the different scenarios you have with your clients #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ It’s critical that you double verify yourself what you “read” from others, even reliable sources. ๏ Remember that there are usually many ways to implement and achieve the same results and they might change based on each site context. ๏ Develop your own tests with a purpose, to validate the viability to achieve results in other ways that are feasible to implement.
  • 55. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Share about your experiences in your own blog, as well as third-party platforms that can drive you more visibility as LinkedIn or industry blogs to develop your authority #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 56. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries#SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Sharing about your own experiences is one of the best ways to receive feedback, additional ideas or confirm your findings. ๏ Publishing will also bring your business visibility and authority, as well as could be a potential client driver or get you invite to share in events. ๏ Use third-party platforms along your own blog in order to reach a wider audience, especially at the beginning. Share about your experiences in your own blog, as well as third-party platforms that can drive you more visibility as LinkedIn or industry blogs to develop your authority
  • 57. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Go to digital marketing events to network with other SEOs, stay updated and if possible share by speaking about your experiences with the community #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 58. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Go to digital marketing events to network with other SEOs, stay updated and if possible share by speaking about your experiences with the community #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Learn and ask directly to industry leaders that you might not have access to otherwise. ๏ Expand your network, exchange ideas, learn and even identify business opportunities or bring new leads in a more “personal” setting with people who you might not have known otherwise or only seen online… make friends. ๏ Meet clients or partners in a different and funner environment.
  • 59. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries You can also go to other industries conferences to network, inspiration, share about your SEO knowledge and get potential leads #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 60. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries You can also go to other industries conferences to network, inspiration, share about your SEO knowledge and get potential leads #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ Great to get out of the “echo chamber” and bring new ideas to your SEO activities. ๏ They are better settings to get leads from, as you will be interacting with a non- SEO audience and community, that could become potential clients.
  • 61. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries When you achieve the expected results, ask for clients testimonials or success stories that you can publish in your site, proposals and share with potential clients to establish trust #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 62. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries When you achieve the expected results, ask for clients testimonials or success stories that you can publish in your site, proposals and share with potential clients to establish trust #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries ๏ “it's not bragging if it's true”, ask permission to your clients to share about the SEO results you have helped to achieve (anonymizing sensible data) and/or get a testimonial from them. ๏ Your happy clients will also likely become a main source of leads with spontaneous referrals, let them know they will be appreciated.
  • 63. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Establish your USP Verify Client & Project Fit Set right client expectations Have a client-side SEO Champion Check for old SEO activities Start with an audit & research Develop your own KW research Make your SEO mobile first Use business criteria for KWs Use business for KPIs & Goals A recco for each found issue Take screenshots to document Prioritize SEO recommendations Set agile schedule to execute Share SEO goals & involvement Keep an ongoing communication Use PM system for coordination Always validate implementations Actionable results reports Be flexible to change strategy Keep updated with SEO news Develop your own tests Share & blog 
 your experiences Network by going to conferences Go out of the SEO echo chamber Ask for testimonials Let’s wrap-up!
  • 64. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries It’s time to grow your SEO Consulting #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries
  • 65. #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries Thanks!
 Questions? #SuccessfulSEO by @aleyda from @orainti for #agencyexpertseries