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The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX

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The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX

  1. 1. #seomistakes at #engagepdx by @aleyda The Most Damaging SEO Issues or Mistakes in 2021… and how to avoid them. #seomistakes at #engagepdx by @aleyda
  2. 2. #seomistakes at #engagepdx by @aleyda Achieving SEO success in Processes/Projects/ Initiatives is Hard https://twitter.com/aleyda/status/1422869276537536513
  3. 3. #seomistakes at #engagepdx by @aleyda Of course, there are ways to “hack” your way to success but you’ll need a few millions and a time machine!
  4. 4. #seomistakes at #engagepdx by @aleyda SEO is continuously evolving and becoming more complex to achieve results…
  5. 5. #seomistakes at #engagepdx by @aleyda Higher SEO maturity across most profitable industries The evolution of Websites Tech Stack (JS) Growing competition and barriers to entry
  6. 6. #seomistakes at #engagepdx by @aleyda Better user search experience and higher retention and growth Shift and sophistication in user search behavior Search algorithm and presentation improvements
  7. 7. #seomistakes at #engagepdx by @aleyda More complexity to manage expectations and project execution More resources to invest in bigger companies but high bureaucracy to implement More flexibility to implement in smaller companies but lower resources
  8. 8. #seomistakes at #engagepdx by @aleyda This complexity generates a series of common challenges, issues & mistakes that negatively affect SEO processes outcomes
  9. 9. #seomistakes at #engagepdx by @aleyda https://twitter.com/aleyda/status/1415224977113165827 What are the most common damaging issues through the SEO process?
  10. 10. #seomistakes at #engagepdx by @aleyda Let’s go through them and the best ways to avoid or overcome them for a successful SEO Process in 2021
  11. 11. #seomistakes at #engagepdx by @aleyda 1. Lack of resources & support from decision makers to fund and integrate SEO efforts to achieve results
  12. 12. #seomistakes at #engagepdx by @aleyda This is due to the lack of understanding of SEO potential & scope by decision makers, hence lack of support & patience
  13. 13. #seomistakes at #engagepdx by @aleyda … as well as treating SEO as an “afterthought” rather than integrating it as needed within the organization to facilitate the execution and results achievement
  14. 14. #seomistakes at #engagepdx by @aleyda These issues begin when the SEO process is sold to decision makers! Make sure to check if: Is there a real fit for SEO? Are the expectations aligned?
  15. 15. #seomistakes at #engagepdx by @aleyda There are 4 fundamental criteria to qualify by 
 identifying fit and align expectations in SEO There should be budget to invest and team involvement to support in content, development and link building There should be flexibility in the used Web platform and established processes to implement SEO actions There’s acceptance that results will be tied to execution and context, so results might need to be updated, along actions priorities if these change There should be willingness to wait long-term and execute at an on- going basis to see results Resources Flexibility Goals Context
  16. 16. #seomistakes at #engagepdx by @aleyda Diagnosing customer needs Crafting a potential solution Establishing value Understanding the buying center / decision making unit (DMU) Positioning proof, ROI and the total solution Negotiating a win-win solution Following up to ensure customer success Prospecting Follow a solutions sales process, in which SEO specialists 
 and decision makers should be involved https://en.wikipedia.org/wiki/Solution_selling
  17. 17. #seomistakes at #engagepdx by @aleyda Although ideal scenarios are unlikely, you can 
 maximize the chances to have w/ “better clients”
  18. 18. #seomistakes at #engagepdx by @aleyda Are you afraid you will never close a new SEO client or find a new job?
  19. 19. #seomistakes at #engagepdx by @aleyda Position yourself in the SEO market to attract the 
 right clients (what makes you the best for them?) What’s your specialization? SEO area, sector, platforms, company size Why they should trust you vs. others? Establish trust based on your experience and past results Why is easier to work with you? Make it more convenient by developing your own tools, frameworks to facilitate the process
  20. 20. #seomistakes at #engagepdx by @aleyda Like Els in UX & CRO
  21. 21. #seomistakes at #engagepdx by @aleyda A great fit and alignment w/ the decision maker is 
 fundamental, so they can become your champion
  22. 22. #seomistakes at #engagepdx by @aleyda Low number of great clients High number of bad clients Remember that it should be about a positive ROI 
 for them and for you, not raw clients numbers >
  23. 23. #seomistakes at #engagepdx by @aleyda FAST SITE SPEED STRUCTURED DATA THAT SPECIFIES CONTENT MEANING BACKLINKS INTERNAL LINKS MULTIDEVICE FRIENDLY INDEXABLE CONTENT AUDIENCE SEARCH BEHAVIOR RELEVANT, COMPREHENSIVE TEXT, VIDEO & IMAGE CONTENT THAT FULFILLS SEARCH INTENT CRAWLABLE NAVIGATION & CONTENT SECURE WEBSITE NO INTRUSIVE AND STABLE LAYOUT CONTENT EXPERTISE, AUTHORITATIVENESS, TRUSTWORTHINESS PR/SOCIAL/CONTENT MARKETING CONTENT STRATEGY/COPYWRITING/ CONTENT MARKETING/WEB DEVELOPMENT WEB DESIGN/WEB DEVELOPMENT/DEVOPS AUDIENCE RESEARCH / MEASUREMENT POPULARITY RELEVANCE CRAWLABILITY & INDEXABILITY On the other hand, our recommendations impact and need the alignment and support of many other areas for execution
  24. 24. #seomistakes at #engagepdx by @aleyda …then SEO also needs resources approval from decision makers who don’t understand technicalities but about revenue
  25. 25. #seomistakes at #engagepdx by @aleyda Use Robert Cialdiani’s 7th principle of influence, “unity” to gain support across areas and from decision makers ….
  26. 26. #seomistakes at #engagepdx by @aleyda Cialdiani’s is a highly respected psychologist and best selling author, that established 6 initial principles for persuasion https://cxl.com/blog/cialdinis-principles-persuasion/
  27. 27. #seomistakes at #engagepdx by @aleyda … he then added a 7th principle: Unity, which is sense of belonging. Use it to influence change & gain support, via the most important aspect we all share and look to: goals https://cxl.com/blog/cialdini-unity/
  28. 28. #seomistakes at #engagepdx by @aleyda Establish your SEO goals by following a top-to-down approach to connect and “unify" them to business ones COMMUNICATION SOFTWARE COMPANY Biz Goals 
 [What Decision Makers care About] INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES …. SEO goals 
 [What SEOs care about] TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS
  29. 29. #seomistakes at #engagepdx by @aleyda … this will allow you to show the impact that your SEO goals will have to the business ones, & why you need support COMMUNICATION SOFTWARE COMPANY Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS!
  30. 30. #seomistakes at #engagepdx by @aleyda INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS …. The top-to-down goals should be also applied to other areas to establish shared goals, showing why you need to collaborate TOP-TO-DOWN SEO GOALS Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] TOP-TO-DOWN CONTENT GOALS INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ORGANIC SEARCH TRAFFIC BY 250% INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT SOCIAL TRAFFIC BY 50% Content goals 
 [What the Content team cares about] …. IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ENGAGEMENT BY 50%
  31. 31. #seomistakes at #engagepdx by @aleyda Whenever asking for resources or support use the 
 unified goals to talk about what they actually care about WITH DECISION MAKERS WITH OTHER AREAS [EG. CONTENT]
  32. 32. #seomistakes at #engagepdx by @aleyda Also remember to not only ask for support and resources, but also share with them your “unified” results making all the involved areas part of the wins too
  33. 33. #seomistakes at #engagepdx by @aleyda Validate your SEO goals by using the SMARTER principles, 
 to ensure impact, meaningfulness & easier communication SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
  34. 34. #seomistakes at #engagepdx by @aleyda “Grow 250% commercial organic search traffic by taking top 10 to 3 positions mid+bottom funnel queries in 1 year” Specific [Significant]: Will allow to achieve the desired business goals (+150% sales) Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year) Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals Time-Bound [Trackable]: It should be achieved during a specific time (1 year) Evaluated [Ethical]: Its evolution will be assessed at the end of each month Reviewed [Rewarding]: Its activities will be reviewed based on their impact
  35. 35. #seomistakes at #engagepdx by @aleyda Run different forecast scenarios to verify attainability 
 (and different ways to achieve) your SMARTER goals seomonitor
  36. 36. #seomistakes at #engagepdx by @aleyda Do you want to develop the forecasts from scratch yourself? Take a look at these excellent resources! HTTPS://MOZ.COM/BLOG/SEO-FORECASTING-IN-GOOGLE-SHEETS HTTPS://ERUDITE.AGENCY/INSIGHTS/FORECASTING-FOR-SEO- CREATING-EXPECTATION-AND-SHOWING-RETURN-ON-INVESTMENT/
  37. 37. #seomistakes at #engagepdx by @aleyda In your communications use the “Genchi Genbutsu” principle to gain support by allowing others to “see for themselves”
  38. 38. #seomistakes at #engagepdx by @aleyda The “Genchi Genbutsu” principle means “go and see… To understand a situation one needs to observe what is happening at the site where work actually takes place”
  39. 39. #seomistakes at #engagepdx by @aleyda Use it to gain support, when building a case or recommending, like requesting budget to decision makers SHOW THE SERPS AND HOW THE OTHER PLAYER PAGE IS GETTING THE TRAFFIC! SHOW HOW MUCH THE TRAFFIC COSTS TOO
  40. 40. #seomistakes at #engagepdx by @aleyda … if you’re talking with decision makers, always show the impact to the bottom line of not being optimized SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED CATEGORIES COMPARING WITH OPTIMIZED ONES
  41. 41. #seomistakes at #engagepdx by @aleyda It’s about showing business impact when building the case for SEO so it’s evident how it’s key to achieve the organization & other areas ultimate goals
  42. 42. #seomistakes at #engagepdx by @aleyda 2. SEO Execution Errors due to a lack of stakeholders Understanding & SEO Quality Assurance Framework
  43. 43. #seomistakes at #engagepdx by @aleyda To avoid common SEO misconfigurations and Implementation errors and if they end up happening, to be alerted before it’s too late
  44. 44. #seomistakes at #engagepdx by @aleyda These issues are only exacerbated nowadays by the added complexity of some Web platforms over-relying on JS to render critical content and configuration
  45. 45. #seomistakes at #engagepdx by @aleyda Way too many times! https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
  46. 46. #seomistakes at #engagepdx by @aleyda Set a healthy SEO framework for education, validation and monitoring workflows to avoid errors & friction https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION SET RECURRING CRAWLS 
 WITH SEO CRAWLERS SEO CONFIGURATION ALERTS TOOLS 
 (LITTLE WARDEN, CONTENT KING) WEB PLATFORMS SEO CONFIGURATION CHECKS SEARCH TRENDS TOOLS RANK TRACKERS WEB ANALYTICS TOOLS VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS MENTIONS/BACKLINKS TOOLS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES SPAM OR MANUAL ACTIONS ALERTS GOOGLE SEARCH CONSOLE HEALTHY SEO FRAMEWORK
  47. 47. #seomistakes at #engagepdx by @aleyda With education efforts, by establishing an SEO evangelization program across teams by doing trainings ๏ Personalize training to each team ๏ Add relevant company’s examples ๏ Don’t blame, acknowledge is team effort ๏ Record and show to every team member when onboarding ๏ Do monthly Q&As with relevant teams
  48. 48. #seomistakes at #engagepdx by @aleyda Establishing personalized validation resources per teams, like SEO checklists to be used across teams whenever there’s a change on the Website… https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/view
  49. 49. #seomistakes at #engagepdx by @aleyda Agreeing on a release validation workflow before/after launching, taking into consideration “what-ifs” scenarios PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE CHANGE
  50. 50. #seomistakes at #engagepdx by @aleyda Making sure to set automated and on-demand Web crawls 
 to validate with and without JS enabled to identify gaps Ryte, Sitebulb, Screaming Frog, Botify
  51. 51. #seomistakes at #engagepdx by @aleyda INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES NO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION YES Implementing automated validation workflows within the Web platform to follow SEO best practices that are feasible to automate, and facilitate the validation
  52. 52. #seomistakes at #engagepdx by @aleyda Setting real time SEO configuration monitoring and alerts, to be warned if they change unexpectedly … Contentking & Little Warden
  53. 53. #seomistakes at #engagepdx by @aleyda … as well as monitoring alerts for drastic rankings and organic search traffic and conversion changes Advanced Web Ranking
  54. 54. #seomistakes at #engagepdx by @aleyda Advanced Web Ranking To avoid this from happening
  55. 55. #seomistakes at #engagepdx by @aleyda 3. Lack of consistency and prioritized management of activities to execute actions and maximize impact
  56. 56. #seomistakes at #engagepdx by @aleyda What happens if you have limited resources within a restrictive timeline to release way too many changes? Prioritize!
  57. 57. #seomistakes at #engagepdx by @aleyda Use the Eisenhower matrix, a productivity framework to prioritize tasks by categorizing using urgency and importance
  58. 58. #seomistakes at #engagepdx by @aleyda IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize To maximize your SEO productivity use the same principle to prioritize your SEO activities based on impact and effort
  59. 59. #seomistakes at #engagepdx by @aleyda IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2.
  60. 60. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize Assess and prioritize those with high impact/high effort 
 and low impact/low effort Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher 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
  61. 61. #seomistakes at #engagepdx by @aleyda Use this SEO Recommendations Prioritization Template 
 in Google Sheets https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  62. 62. #seomistakes at #engagepdx by @aleyda What happens when you have activities that seem to have similar effort and impact?
  63. 63. #seomistakes at #engagepdx by @aleyda Use second-order thinking to select the one that will ultimately have more positive implications towards goals achievement https://fs.blog/2016/04/second-order-thinking/
  64. 64. #seomistakes at #engagepdx by @aleyda What will be the task ultimate impact towards the site functionality and business beyond SEO? Choose that with the most positive one, it will allow you to gain easier support too https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
  65. 65. #seomistakes at #engagepdx by @aleyda No SEO process can be successful without effectively managing time, quality, and budget, which is why we need to integrate Project Management principles while avoiding bureaucracy
  66. 66. #seomistakes at #engagepdx by @aleyda Start by asking the 5Ws (and the H) that should be answered by every project that manage efficiencies when planning and executing activities https://www.ipma.world/5ws-1h-a-technique-to-improve-project-management-efficiencies/
  67. 67. #seomistakes at #engagepdx by @aleyda Answer the 5Ws and H in each of your SEO recommendations, facilitating actionability and prioritization WHAT IS IT ABOUT WHY IS IT IMPORTANT HOW IT SHOULD BE IDEALLY WHO SHOULD IMPLEMENT WHERE HAS IT BEEN FOUND 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High WHEN SHOULD IT BE DONE
  68. 68. #seomistakes at #engagepdx by @aleyda Use this Action Driven and Prioritized SEO 
 Recommendations Template in Google Slides https://docs.google.com/presentation/d/1NbI_KDhyHhUKQnSj1CcQfM4KabLNYbn8bfGw955iiBc/view
  69. 69. #seomistakes at #engagepdx by @aleyda RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2021 15/08/2021 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2021 30/08/2021 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2021 15/09/2021 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2021 30/09/2021 WHAT WHY WHERE WHO WHEN HOW … use the 5Ws and H to plan and coordinate the 
 SEO activities effective execution and progress
  70. 70. #seomistakes at #engagepdx by @aleyda Leverage the RACI model to establish the SEO process responsibilities & who you’ll need to coordinate with RACI Who is RESPONSIBLE for the job? Who is ACCOUNTABLE for final decisions and ultimate ownership? Who is CONSULTED before a decision or action is taken? Who is INFORMED that the decision or action has been taken?
  71. 71. #seomistakes at #engagepdx by @aleyda Establish and agree on minimum viable requirements 
 to accept the implemented tasks as done for which you can use agile’s User Stories to specify what you need to get done https://www.atlassian.com/agile/project-management/user-stories
  72. 72. #seomistakes at #engagepdx by @aleyda Define and agree on a simple and clear communications protocol to avoid “missing” important information WHAT WHERE WHEN WHO Non-Urgent, Non-Complex 
 SEO Tasks Coordination Jira On-going YODA, LEIA, REY Non-Urgent SEO Tasks Clarification Slack On-going YODA, LEIA, REY Urgent and complex SEO Tasks Coordination Zoom On-demand, within 24h YODA, LEIA, REY SEO Tasks planning and review Zoom Every two weeks YODA, LEIA, REY …. …. … …
  73. 73. #seomistakes at #engagepdx by @aleyda … while also avoiding communications bureaucracy of bigger organizations
  74. 74. #seomistakes at #engagepdx by @aleyda Remember the R of smarter goals! These and the activities 
 tied with them should be reviewed every month… SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
  75. 75. #seomistakes at #engagepdx by @aleyda How are your activities impacting goals? Are they still “making the boat to go faster”? Do they need to be updated? https://www.youtube.com/watch?v=q_CSuBqYkZI
  76. 76. #seomistakes at #engagepdx by @aleyda Run tests to make sure that the specified actions (especially those requiring higher effort) are paying off as expected or there are alternate ways to achieve results
  77. 77. #seomistakes at #engagepdx by @aleyda SEOtesting.com, Ryte, Splitsignal There are now SEO tools that highly facilitate to execute different types of SEO tests, from group to split tests…
  78. 78. #seomistakes at #engagepdx by @aleyda You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here! https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  79. 79. #seomistakes at #engagepdx by @aleyda This will allow you to change what is not impactful anymore and continuously identify opportunities to leverage
  80. 80. #seomistakes at #engagepdx by @aleyda By doing all this, you can avoid and/or minimize the 
 main SEO challenges, issues and mistakes in 2021… 1. Lack of resources & support from decision makers to fund and integrate SEO efforts to achieve results 2. SEO Execution Errors due to a lack of stakeholders Understanding & SEO Quality Assurance Framework 3. Lack of consistency and prioritized management of activities to execute actions and maximize impact
  81. 81. #seomistakes at #engagepdx by @aleyda But remember there will be scenarios you won’t be able to change due to culture or product. It’s ok to end them.
  82. 82. #seomistakes at #engagepdx by @aleyda Achieving SEO success in Processes/ Projects/Initiatives should be positive for the rankings, traffic, conversions and ultimately, ROI …
  83. 83. #seomistakes at #engagepdx by @aleyda … as well as for you and your team’s happiness too!
  84. 84. #seomistakes at #engagepdx by @aleyda I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thank you!

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