#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
SEO is continuously evolving and becoming
more complex

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s true that we have
now tools to help us
automate the SEO
process although
SEO is too complex
to entirely do it
HTTPS://WORDLIFT.IO/BLOG/EN/SEO-AUTOMATION/

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… we also now have tools to proactively monitor to identify
SEO f*ck ups…
CONTENTKING AND LITTLE WARDEN

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
But then somehow there are always #SEOhorrorStories!
HTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/THE-WORST-TECHNICAL-SEO-NIGHTMARES-AND-HOW-TO-AVOID-THEM

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Better
user search
experience
and higher
retention and
growth
Shift and
sophistication
in user search
behavior
Search
algorithm and
presentation
improvements
There are more resources but search is more sophisticated…

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Higher
SEO maturity
across most
profitable
industries
The
evolution of
Websites Tech
Stack (JS)
Growing
competition and
barriers to entry
…requiring more maturity to compete in a complex landscape

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This only makes the SEO process more difficult to execute…
and achieve results
You need
to be able to
influence change
and align
multidisciplinar
y efforts
You need to
be agile to
identify always
changing
opportunities
You need to
be fast and
consistent to
move faster than
competitors

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://TWITTER.COM/ALEYDA/STATUS/1371100587849355264
And it seems that
I’m not the only
one who thinks this

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s possible to minimize these challenges by also evolving our
SEO to be more competitive w/ 3 core characteristics
Be fast and agile
Influence to earn
support
Be consistent and
error free

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Let’s see how by leveraging
principles and frameworks
that can be applied to SEO

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Influence to earn Support?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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 one hand, our recommendations impact and need the
alignment and support of many other areas for execution…

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
…on the other,
SEO needs
resources approval
from decision
makers who don’t
understand
technicalities but
about revenue

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s hard. We’ve all
been there!

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use Robert Cialdiani’s 7th principle of
influence, “unity” to gain support across
areas and by decision makers
….

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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/

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://CXL.COM/BLOG/CIALDINI-UNITY/
… 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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… 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!

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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%

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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]

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Also remember to
not only ask for
support and
resources, but also
share with them
your “unified”
results making all
involved areas part
of the wins too

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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]

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
“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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Run different forecast scenarios to verify attainability
(and different ways to achieve) your SMARTER goals
SEOMONITOR

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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/

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
In your communications use the “Genchi
Genbutsu” principle to gain support by
allowing others to “see for themselves”

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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”

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… 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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Influence to earn Support!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be fast and agile?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
You have limited resources within a restrictive timeline to
release way too many changes! What do you do?

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use the Eisenhower matrix, a productivity framework to
prioritize tasks by categorizing using urgency and importance

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
IMPACT
EFFORT
1.
To Execute
Now
Don’t
Do
2.

To Assess
&
Prioritize
2.
To Assess
&
Prioritize
Assess and prioritize those with high impact/high effort
and low impact/low effort
Recommendation Impact [1-10] 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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
What happens when you have activities that seem to have
similar effort and impact?

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://FS.BLOG/2016/04/SECOND-ORDER-THINKING/
Use second-order thinking to select the one that will ultimately
have more positive implications towards goals achievement

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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/

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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]

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This will allow you to
change what is not
impactful anymore and
identify opportunities to
leverage

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be fast and agile!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be consistent and error free?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://WWW.IPMA.WORLD/5WS-1H-A-TECHNIQUE-TO-IMPROVE-PROJECT-MANAGEMENT-EFFICIENCIES/
Start by asking the 5Ws
(and the H) that should
be answered by every
project that manage
efficiencies when
planning and executing
activities

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use 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?

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Define and agree on a 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
…. …. … …

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
Set a “healthy SEO” framework within the company with
manual and automated workflows to avoid errors & friction

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Establishing an SEO evangelization program to improve SEO
understanding 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

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING
Developing consistent
SEO checklists to be
used across teams
whenever there’s a
change on the Website…

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
Implementing automated
workflows within the Web
platform to follow SEO
best practices that are
doable to automate, and
facilitate the validation

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
FIX
ON-GOING SEO
VALIDATION: OK?
Agreeing on a validation workflow before
and after releasing any change

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
RYTE & SITEBULB
Setting Recurring SEO Automated Validations
Pre & Post Web Releases with scheduled crawls

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
LITTLE WARDEN & CONTENTKING
Enabling automated monitoring w/ alerts for configuration
or content changes to be delivered to PM system…

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
RYTE, SEOMONITOR AND GOOGLE ANALYTICS
… As well as Web rankings and traffic changes alerts

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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?
Take into consideration “What If’s” scenarios, establishing
actions within a timeline to be followed in case something fails!
YES
NO
FIX IN LESS
24H
REVERSE
IMPLEMENTATION

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be consistent and error free!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
A lot of work?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This makes it worthy! especially in complex scenarios…

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… showing also the impact to the bottom line!

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
SEO is continuously evolving and becoming
more complex, but we can shift accordingly
to thrive as SEO specialists

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s about minimizing SEO challenges by also evolving our
SEO work to be more competitive w/ 3 core characteristics
Be fast and agile
Influence to earn
support
Be consistent and
error free

#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Thanks! Questions?