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Agile SEO: Prioritise SEO
activities with cadence and
risk radius
Parth Suba | SEO is Marathon
Agile SEO: Prioritise SEO
activities with cadence and
risk radius
#AgileSEO by @parthsuba77 at #brightonSEO
Before we dive into the topic
Here’s a sneak peek into my
last BrightonSEO visit
#AgileSEO by @parthsuba77 at #brightonSEO
This was me back in April 2019
with John Mueller
#AgileSEO by @parthsuba77 at #brightonSEO
#AgileSEO by @parthsuba77 at #brightonSEO
Shall I flip the image?
“It depends”
#AgileSEO by @parthsuba77 at #brightonSEO
#AgileSEO by @parthsuba77 at #brightonSEO
It was my first time at
BrightonSEO as an attendee
#AgileSEO by @parthsuba77 at #brightonSEO
And my first international trip
outside of India with a meagre
savings of 2000 GBP.
#AgileSEO by @parthsuba77 at #brightonSEO
I was still taking baby steps
into SEO with 3+ years of
experience
#AgileSEO by @parthsuba77 at #brightonSEO
Flying to the UK from India and
attending BrightonSEO
conference helped a TON in
my SEO career
#AgileSEO by @parthsuba77 at #brightonSEO
It gave me a global talent
exposure, new mentors, and
hell lot of opportunities!!!
#AgileSEO by @parthsuba77 at #brightonSEO
Can’t thank enough
CRAIG CAMPBELL
for supporting me!
#AgileSEO by @parthsuba77 at #brightonSEO
Achieving SEO success is hard!
#AgileSEO by @parthsuba77 at #brightonSEO
You don’t believe me?!!
#AgileSEO by @parthsuba77 at #brightonSEO
Here are truth bombs from a poll
conducted by Aleyda Solis on Twitter
#AgileSEO by @parthsuba77 at #brightonSEO
SEO is a Marathon, not a Sprint!
#AgileSEO by @parthsuba77 at #brightonSEO
What problems do SEO
professionals face while
solving tech SEO issues?
#AgileSEO by @parthsuba77 at #brightonSEO
Let us look at some of the
common problems faced by
SEOs
#AgileSEO by @parthsuba77 at #brightonSEO
SEOs don’t have direct control on
- XML Sitemaps
- Robots.txt
- 3xx redirection
#AgileSEO by @parthsuba77 at #brightonSEO
It’s such a pain in the #ss if these
basic implementation takes days,
weeks, or even months in some
worst case scenarios
#AgileSEO by @parthsuba77 at #brightonSEO
The worst approach would be to
force a developer to do it now!
#AgileSEO by @parthsuba77 at #brightonSEO
Let me clear the air in today's topic
#AgileSEO by @parthsuba77 at #brightonSEO
By the end of presentation, you will have a
lot of inspiration at your disposal to work
smoothly with developers
#AgileSEO by @parthsuba77 at #brightonSEO
Can SEOs
and
developers
be friends
forever?
#AgileSEO by @parthsuba77 at #brightonSEO
What do you think?!!
#AgileSEO by @parthsuba77 at #brightonSEO
But…
#AgileSEO by @parthsuba77 at #brightonSEO
SEOs have been finding ways to
be friends with developers
#AgileSEO by @parthsuba77 at #brightonSEO
Shouldn’t SEOs and Engineering
team work in SILOs?
#AgileSEO by @parthsuba77 at #brightonSEO
Not entirely (our) fault right?!
#AgileSEO by @parthsuba77 at #brightonSEO
But in the end, we are the ones who suffer the
most and get blamed for lack of SEO results
#AgileSEO by @parthsuba77 at #brightonSEO
How do we address it?
#AgileSEO by @parthsuba77 at #brightonSEO
We can (largely) avoid it starting
from our SEO audits and its
recommendations
#AgileSEO by @parthsuba77 at #brightonSEO
Make your technical SEO audits solution
driven which helps to come up with
action driven recommendations
#AgileSEO by @parthsuba77 at #brightonSEO
We are not
paid to
identify SEO
issues
#AgileSEO by @parthsuba77 at #brightonSEO
But to provide solutions
and achieve results!
#AgileSEO by @parthsuba77 at #brightonSEO
What is cadence? What are
the types of cadence?
#AgileSEO by @parthsuba77 at #brightonSEO
You might have a question
What has cadence
to do with SEO?
#AgileSEO by @parthsuba77 at #brightonSEO
An SEO cadence is all about a
regular and repeated set of short
meetings with cross teams for
successful execution
#AgileSEO by @parthsuba77 at #brightonSEO
An SEO cadence can have
multiple purposes
- Content
- Improving anchor text
- Adding internal links
- Backlinks
#AgileSEO by @parthsuba77 at #brightonSEO
An SEO cadence ensures that
there are no loose ends in
technical SEO execution
#AgileSEO by @parthsuba77 at #brightonSEO
Why is cadence important to
solve tech SEO issues?
#AgileSEO by @parthsuba77 at #brightonSEO
What are standard SOPs
required to communicate
with developers?
#AgileSEO by @parthsuba77 at #brightonSEO
SEO is a common language
problem
#AgileSEO by @parthsuba77 at #brightonSEO
If technical teams do not
understand the concepts in
conversations or docs it can
cause a delay in both
product and SEO projects
#AgileSEO by @parthsuba77 at #brightonSEO
When working with dev and
product teams it is critical to get
teams using a common language
around key concepts or ideas.
#AgileSEO by @parthsuba77 at #brightonSEO
There exists a common language
which is effective and can
be used across teams
#AgileSEO by @parthsuba77 at #brightonSEO
The name of the language is
Ubiquitous Language
#AgileSEO by @parthsuba77 at #brightonSEO
The Domain Language Problem in SEO
#AgileSEO by @parthsuba77 at #brightonSEO
One of the biggest problems getting
things done in technical teams is
trying to communicate the “rules” to
change system behaviour for
features, websites or products.
#AgileSEO by @parthsuba77 at #brightonSEO
It can feel complex, frustrating
and exhausting at times.
#AgileSEO by @parthsuba77 at #brightonSEO
A key challenge for technical
and business teams is a lack of
common language around a
concept or a problem the
team wants to solve.
#AgileSEO by @parthsuba77 at #brightonSEO
Why does this happen?
#AgileSEO by @parthsuba77 at #brightonSEO
It can happen for two reasons:
#AgileSEO by @parthsuba77 at #brightonSEO
A. Domain expert language
It’s because each domain expert or
specialist (marketing, product, SEO, etc)
all has their own way of describing
things.
#AgileSEO by @parthsuba77 at #brightonSEO
B. Siloed teams
Specialists might never speak to each
other if they work in a silo and develop
their own “language” around shared
processes or features.
#AgileSEO by @parthsuba77 at #brightonSEO
#AgileSEO by @parthsuba77 at #brightonSEO
What is Ubiquitous Language?
#AgileSEO by @parthsuba77 at #brightonSEO
The concept of ubiquitous language
is the practice of developing a
common language between
development teams and domain
experts (marketing, product,
SEO, etc).
#AgileSEO by @parthsuba77 at #brightonSEO
#AgileSEO by @parthsuba77 at #brightonSEO
Why develop a common language?
#AgileSEO by @parthsuba77 at #brightonSEO
Developing a common language
with your development and
product team can help avoid
#AgileSEO by @parthsuba77 at #brightonSEO
1. Translations: Results in Bugs & Defects
2. Technical Jargon: Results in
Over-engineering
3. Rejection: Stops Releases
#AgileSEO by @parthsuba77 at #brightonSEO
What is the standard SOP for a
regular cadence between an SEO
and a developer?
#AgileSEO by @parthsuba77 at #brightonSEO
A regular sync between an SEO
professional and a developer is a
must in order to achieve SEO
outcomes in a stipulated time
period
#AgileSEO by @parthsuba77 at #brightonSEO
A 10 minutes daily sync is a must
While if there is nothing to discuss
an async message over slack or
an email should work
#AgileSEO by @parthsuba77 at #brightonSEO
But a daily dialogue is important in
order to make sure, the Technical
SEO execution is on track
#AgileSEO by @parthsuba77 at #brightonSEO
What is risk radius in SEO?
#AgileSEO by @parthsuba77 at #brightonSEO
The maximum timeline in
which a technical SEO error
needs to be solved
#AgileSEO by @parthsuba77 at #brightonSEO
The timeline can vary from 1
day to a couple of weeks
#AgileSEO by @parthsuba77 at #brightonSEO
It is all based on the nature of
the technical SEO issue and
the business impact of it
#AgileSEO by @parthsuba77 at #brightonSEO
How to calculate risk radius
to avoid major losses in SEO
performance?
#AgileSEO by @parthsuba77 at #brightonSEO
It depends on Impact vs. Efforts
#AgileSEO by @parthsuba77 at #brightonSEO
The repercussion of a
technical SEO error not being
solved within its timeline will
help define the risk radius
#AgileSEO by @parthsuba77 at #brightonSEO
Thank you!
If you have any questions,
please feel free to reach out
to me
Twitter: @parthsuba77
E: parthsuba77@gmail.com

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Agile SEO: Prioritise SEO Activities with Cadence and Risk Radius

  • 1. SLIDESHARE.NET/ParthSuba1 @parthsuba77 Agile SEO: Prioritise SEO activities with cadence and risk radius Parth Suba | SEO is Marathon
  • 2. Agile SEO: Prioritise SEO activities with cadence and risk radius #AgileSEO by @parthsuba77 at #brightonSEO
  • 3. Before we dive into the topic Here’s a sneak peek into my last BrightonSEO visit #AgileSEO by @parthsuba77 at #brightonSEO
  • 4. This was me back in April 2019 with John Mueller #AgileSEO by @parthsuba77 at #brightonSEO
  • 5. #AgileSEO by @parthsuba77 at #brightonSEO
  • 6. Shall I flip the image? “It depends” #AgileSEO by @parthsuba77 at #brightonSEO
  • 7. #AgileSEO by @parthsuba77 at #brightonSEO
  • 8. It was my first time at BrightonSEO as an attendee #AgileSEO by @parthsuba77 at #brightonSEO
  • 9. And my first international trip outside of India with a meagre savings of 2000 GBP. #AgileSEO by @parthsuba77 at #brightonSEO
  • 10. I was still taking baby steps into SEO with 3+ years of experience #AgileSEO by @parthsuba77 at #brightonSEO
  • 11. Flying to the UK from India and attending BrightonSEO conference helped a TON in my SEO career #AgileSEO by @parthsuba77 at #brightonSEO
  • 12. It gave me a global talent exposure, new mentors, and hell lot of opportunities!!! #AgileSEO by @parthsuba77 at #brightonSEO
  • 13. Can’t thank enough CRAIG CAMPBELL for supporting me! #AgileSEO by @parthsuba77 at #brightonSEO
  • 14. Achieving SEO success is hard! #AgileSEO by @parthsuba77 at #brightonSEO
  • 15. You don’t believe me?!! #AgileSEO by @parthsuba77 at #brightonSEO
  • 16. Here are truth bombs from a poll conducted by Aleyda Solis on Twitter #AgileSEO by @parthsuba77 at #brightonSEO
  • 17. SEO is a Marathon, not a Sprint! #AgileSEO by @parthsuba77 at #brightonSEO
  • 18. What problems do SEO professionals face while solving tech SEO issues? #AgileSEO by @parthsuba77 at #brightonSEO
  • 19. Let us look at some of the common problems faced by SEOs #AgileSEO by @parthsuba77 at #brightonSEO
  • 20. SEOs don’t have direct control on - XML Sitemaps - Robots.txt - 3xx redirection #AgileSEO by @parthsuba77 at #brightonSEO
  • 21. It’s such a pain in the #ss if these basic implementation takes days, weeks, or even months in some worst case scenarios #AgileSEO by @parthsuba77 at #brightonSEO
  • 22. The worst approach would be to force a developer to do it now! #AgileSEO by @parthsuba77 at #brightonSEO
  • 23. Let me clear the air in today's topic #AgileSEO by @parthsuba77 at #brightonSEO
  • 24. By the end of presentation, you will have a lot of inspiration at your disposal to work smoothly with developers #AgileSEO by @parthsuba77 at #brightonSEO
  • 25. Can SEOs and developers be friends forever? #AgileSEO by @parthsuba77 at #brightonSEO
  • 26. What do you think?!! #AgileSEO by @parthsuba77 at #brightonSEO
  • 28. SEOs have been finding ways to be friends with developers #AgileSEO by @parthsuba77 at #brightonSEO
  • 29. Shouldn’t SEOs and Engineering team work in SILOs? #AgileSEO by @parthsuba77 at #brightonSEO
  • 30. Not entirely (our) fault right?! #AgileSEO by @parthsuba77 at #brightonSEO
  • 31. But in the end, we are the ones who suffer the most and get blamed for lack of SEO results #AgileSEO by @parthsuba77 at #brightonSEO
  • 32. How do we address it? #AgileSEO by @parthsuba77 at #brightonSEO
  • 33. We can (largely) avoid it starting from our SEO audits and its recommendations #AgileSEO by @parthsuba77 at #brightonSEO
  • 34. Make your technical SEO audits solution driven which helps to come up with action driven recommendations #AgileSEO by @parthsuba77 at #brightonSEO
  • 35. We are not paid to identify SEO issues #AgileSEO by @parthsuba77 at #brightonSEO
  • 36. But to provide solutions and achieve results! #AgileSEO by @parthsuba77 at #brightonSEO
  • 37. What is cadence? What are the types of cadence? #AgileSEO by @parthsuba77 at #brightonSEO
  • 38. You might have a question What has cadence to do with SEO? #AgileSEO by @parthsuba77 at #brightonSEO
  • 39. An SEO cadence is all about a regular and repeated set of short meetings with cross teams for successful execution #AgileSEO by @parthsuba77 at #brightonSEO
  • 40. An SEO cadence can have multiple purposes - Content - Improving anchor text - Adding internal links - Backlinks #AgileSEO by @parthsuba77 at #brightonSEO
  • 41. An SEO cadence ensures that there are no loose ends in technical SEO execution #AgileSEO by @parthsuba77 at #brightonSEO
  • 42. Why is cadence important to solve tech SEO issues? #AgileSEO by @parthsuba77 at #brightonSEO
  • 43. What are standard SOPs required to communicate with developers? #AgileSEO by @parthsuba77 at #brightonSEO
  • 44. SEO is a common language problem #AgileSEO by @parthsuba77 at #brightonSEO
  • 45. If technical teams do not understand the concepts in conversations or docs it can cause a delay in both product and SEO projects #AgileSEO by @parthsuba77 at #brightonSEO
  • 46. When working with dev and product teams it is critical to get teams using a common language around key concepts or ideas. #AgileSEO by @parthsuba77 at #brightonSEO
  • 47. There exists a common language which is effective and can be used across teams #AgileSEO by @parthsuba77 at #brightonSEO
  • 48. The name of the language is Ubiquitous Language #AgileSEO by @parthsuba77 at #brightonSEO
  • 49. The Domain Language Problem in SEO #AgileSEO by @parthsuba77 at #brightonSEO
  • 50. One of the biggest problems getting things done in technical teams is trying to communicate the “rules” to change system behaviour for features, websites or products. #AgileSEO by @parthsuba77 at #brightonSEO
  • 51. It can feel complex, frustrating and exhausting at times. #AgileSEO by @parthsuba77 at #brightonSEO
  • 52. A key challenge for technical and business teams is a lack of common language around a concept or a problem the team wants to solve. #AgileSEO by @parthsuba77 at #brightonSEO
  • 53. Why does this happen? #AgileSEO by @parthsuba77 at #brightonSEO
  • 54. It can happen for two reasons: #AgileSEO by @parthsuba77 at #brightonSEO
  • 55. A. Domain expert language It’s because each domain expert or specialist (marketing, product, SEO, etc) all has their own way of describing things. #AgileSEO by @parthsuba77 at #brightonSEO
  • 56. B. Siloed teams Specialists might never speak to each other if they work in a silo and develop their own “language” around shared processes or features. #AgileSEO by @parthsuba77 at #brightonSEO
  • 57. #AgileSEO by @parthsuba77 at #brightonSEO
  • 58. What is Ubiquitous Language? #AgileSEO by @parthsuba77 at #brightonSEO
  • 59. The concept of ubiquitous language is the practice of developing a common language between development teams and domain experts (marketing, product, SEO, etc). #AgileSEO by @parthsuba77 at #brightonSEO
  • 60. #AgileSEO by @parthsuba77 at #brightonSEO
  • 61. Why develop a common language? #AgileSEO by @parthsuba77 at #brightonSEO
  • 62. Developing a common language with your development and product team can help avoid #AgileSEO by @parthsuba77 at #brightonSEO
  • 63. 1. Translations: Results in Bugs & Defects 2. Technical Jargon: Results in Over-engineering 3. Rejection: Stops Releases #AgileSEO by @parthsuba77 at #brightonSEO
  • 64. What is the standard SOP for a regular cadence between an SEO and a developer? #AgileSEO by @parthsuba77 at #brightonSEO
  • 65. A regular sync between an SEO professional and a developer is a must in order to achieve SEO outcomes in a stipulated time period #AgileSEO by @parthsuba77 at #brightonSEO
  • 66. A 10 minutes daily sync is a must While if there is nothing to discuss an async message over slack or an email should work #AgileSEO by @parthsuba77 at #brightonSEO
  • 67. But a daily dialogue is important in order to make sure, the Technical SEO execution is on track #AgileSEO by @parthsuba77 at #brightonSEO
  • 68. What is risk radius in SEO? #AgileSEO by @parthsuba77 at #brightonSEO
  • 69. The maximum timeline in which a technical SEO error needs to be solved #AgileSEO by @parthsuba77 at #brightonSEO
  • 70. The timeline can vary from 1 day to a couple of weeks #AgileSEO by @parthsuba77 at #brightonSEO
  • 71. It is all based on the nature of the technical SEO issue and the business impact of it #AgileSEO by @parthsuba77 at #brightonSEO
  • 72. How to calculate risk radius to avoid major losses in SEO performance? #AgileSEO by @parthsuba77 at #brightonSEO
  • 73. It depends on Impact vs. Efforts #AgileSEO by @parthsuba77 at #brightonSEO
  • 74. The repercussion of a technical SEO error not being solved within its timeline will help define the risk radius #AgileSEO by @parthsuba77 at #brightonSEO
  • 75. Thank you! If you have any questions, please feel free to reach out to me Twitter: @parthsuba77 E: parthsuba77@gmail.com