1. @areej_abuali
Getting Tech SEO
Implemented
Areej AbuAli
July 2, 2020

2. Quick Intro!
➔ Founder of Women in Tech SEO
➔ SEO Manager at Zoopla
➔ 7+ years in SEO: Agency-side → Client-side
➔ Co-author of Mastering In-House SEO
➔ The bigger & messier a site is, the happier I am!
@areej_abuali

3. @areej_abuali
In 2019, I did a 220-slides talk
on indexability issues.
There was one slide that
resonated the most with
everyone.

4. https://www.slideshare.net/areejabuali/restructuring-websites-to-improve-indexability-140072104

5. @areej_abuali
I did this talk when I was
agency-side but lots of
client-side SEOs told me
they also fully relate to it.

6. @areej_abuali
This time round, instead of reflecting on the
problem, I want to focus on the solution.

7. @areej_abuali
The Audit Curse

8. @areej_abuali
The Audit Curse
When I was agency-side, I used
to send 100 pages worth of
audit documents to each client.

9. @areej_abuali
The Audit Curse
The amount of recommendations
that actually got implemented?
TINY

10. @areej_abuali
A 10 day technical audit
retainer should not equate to
a 100 page audit document.

11. @areej_abuali
The Audit Curse
In order to be part of the
solution, I need to change the
way I deliver audits.

12. @areej_abuali
Whether you’re agency-side
or client-side, this talk is
applicable for both.

13. @areej_abuali
The Power of Three
1) Recommend
2) Prioritise
3) Implement

14. @areej_abuali
1) RECOMMEND

15. @areej_abuali
1. Conduct one audit at a time
→ Don’t try to cram everything in one audit
Recommend
Schema Audit Mobile Audit Speed Audit
On Page Audit Internal Links Audit Indexability Audit

16. @areej_abuali
2. Split out recommendations by site templates
→ This is essential for large websites
Homepage Content Hub Product Pages
Recommend

17. @areej_abuali
3. Document Issue and Fix
→ Outline each fix in detail and provide evidence
Example URLs Screenshots Appendix
Recommend

18. @areej_abuali
Bonus → Deliver your recommendations in a format that
works best for the developer
Excel/Sheets Word Doc JIRA
Recommend

19. @areej_abuali
2) PRIORITISE

20. @areej_abuali
SEO Impact → How much of an impact will this
recommendation likely have on your overall organic traffic?
Small (S) Medium (M) Large (L)
Prioritise

21. @areej_abuali
Dev Effort → How much effort will this recommendation take?
★ Do not try to answer that yourself on behalf of the
developer, ask them directly.
Prioritise

22. @areej_abuali
Dev Effort
This can be measured in number of sprints
Small = 1 sprint Medium = 2 sprints
Large = 3 sprints
Prioritise
X Large > 3 sprints

23. @areej_abuali
Prioritise: Prioritisation Matrix
SEO Impact Dev Effort PRIORITY
For every identified issue:

24. Prioritise: Prioritisation Matrix
PRIORITY RULE PRIORITY
If SEO Impact = L & Tech Effort = S High
If SEO Impact = L & Tech Effort = M High
If SEO Impact = M & Tech Effort = S High
If SEO Impact = L & Tech Effort = XL Mid
If SEO Impact = L & Tech Effort = L Mid
If SEO Impact = M & Tech Effort = M Mid
If SEO Impact = S & Tech Effort = S Mid
If SEO Impact = M & Tech Effort = XL Low
If SEO Impact = M & Tech Effort = L Low
If SEO Impact = S & Tech Effort = XL Low
If SEO Impact = S & Tech Effort = L Low
If SEO Impact = S & Tech Effort = M Low

25. @areej_abuali
3) IMPLEMENT

26. @areej_abuali
1. One at a time gets the job done
Implement
PRIORITY RULE PRIORITY
If SEO Impact = L & Tech Effort = S High
If SEO Impact = L & Tech Effort = M High
If SEO Impact = M & Tech Effort = S High

27. @areej_abuali
2. Be the product manager of your own recommendations
→ Write those JIRA tickets yourself
Implement
Stand Up Backlog Refinement Sprint Planning

28. @areej_abuali
3. Test & Monitor every step of the way
→ Test on dev environment before pushing live
→ When live, monitor changes in logs/traffic/rankings
→ Update issue status in audit and annotate changes in GA
Implement

29. @areej_abuali
The RPI Framework

30. @areej_abuali
IMPLEMENT RECOMMEND
PRIORITISE
The RPI
Framework
The RPI Framework

31. @areej_abuali
There is no “done” when it
comes to Technical SEO.
It is a continuous process
of improvement.

32. @areej_abuali
bit.ly/areej-turndigi

33. Thanks!
Questions?
@areej_abuali