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Goodbye SEO F*ck Ups!


Learn to set an SEO Quality
Assurance Framework






Aleyda Solis | Orainti
SLIDESHARE.NET/ALEYDASOLIS
@ALEYDA
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
SEO Execution Mistakes are sadly way too common


in our day-to-day!
https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
85% of SEOs have
had at least one
moderate-to-high
SEO incident last year
https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents
From indexability or crawlability issues,URLdeletion,
links to content or metadata mistakes
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents
Many of these SEO incidents are expensive errors!
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
We delay
impactful new SEO
releases to fix
continuous issues
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://www.slideshare.net/aleydasolis/the-most-damaging-seo-mistakes-issues-in-2021-and-how-to-avoid-them-engagepdx
Lack of
resources &
support from
decision-makers
to fund SEO
SEO Execution
Errors &
Mistakes due to
a lack of
alignment Slow and
inconsistent
execution of
high priority
SEO actions
SEO errors are not
only a cause of
SEO failure but
aggravate others
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
I asked around and a high share SEOs efforts go to fix
already existing stuff rather than building new one
https://twitter.com/aleyda/status/1506606557966045184
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
FIX


Eliminating/minimizing Tech Debt to avoid crawlability/
indexability/Page Experience issues that will hold the site pages
back from ranking well
IMPROVE


Optimizing existing site content for already
targeted relevant queries to Improve their
rankings, traf
fi
c & conversions
BUILD


Creating Content to
Target New Relevant
Queries through user
search journey aligning
with product/marketing
initiatives to achieve
business goals
The Pyramid of SEO Success Needs
We’re stuck fixing and improving,rather than building
which is how we actually get results to the next level
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
It shouldn’t be only a matter of catching errors faster,


you should prevent them in the first place
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://twitter.com/aleyda/status/1415224977113165827
Awell-aligned
consistent,fast,
and error-free SEO
execution is a must
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
SEO monitoring should be part of a broader SEO quality
assurance effort,along with education & validation
EDUCATION


To prevent SEO
mistakes
VALIDATION


To avoid launching
SEO Errors
MONITORING


To catch SEO
incidents fast
1 2 3
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
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
VALIDATION
MONITORING
MENTIONS & BACKLINKS ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
SPAM OR MANUAL ACTIONS ALERTS
“NO F*CKUPS” SEO QUALITYFRAMEWORK
RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
Let’s see how to
implement an
SEO Quality
framework
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
EDUCATION


To prevent the SEO mistakes
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
SEO education of
stakeholders and
decision-makers is the
first step to SEO success
Sets realistic
expectations
and get more
buy-in from
decision-
makers
Obtain more
involvement
and support
from
stakeholders
Generate fewer
mistakes in
SEO related
executions by
team members
SEO EDUCATION
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://twitter.com/aleyda/status/1502561151267356673
However,only 1/3 of
SEOs always include
SEO training or
education in processes
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Don’t ask! Include the
price into your SEO
process budget by
default,it will pay off
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Add an Online SEOTraining forTech,Content,and any
involved teams in execution to kick-off the process…
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Personalize the
training based on
the team/
audience profile
Feature real
scenarios &
examples from
your SEO audit &
research
Don’t blame or
have a negative
focus,
acknowledge
efforts so far
It’s critical that you do it to show the value of SEO in other
teams’ goals,create understanding & minimize issues
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Record your SEO
training so videos
can be played to
new team members
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Run monthly SEO Q&As (Coffee Hours) to clarify any
arising SEO doubts from involved team members
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Develop a Company
SEOWiki w/ Content &
Tech SEO Best Practices
that you can easily refer
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Use every SEO audit & report to evangelize,explaining
the relevant SEO actions impact towards goals
Goal: X% of [METRIC] by [DATE]


Audience: [ROLE]


KPI: [KPI NAME]
[DESCRIPTIVE KPI PROGRESS SUMMARIZING
HEADING]
Introduction explaining
what happened and if the
expected results have been
achieved or not.




Why [THE RESULT IS THE
ONE IT IS]?


Explain why this happened,
good or bad.
How to achieve the expected goal?


Summarize the proposed next steps to start, continue
or stop executing to achieve the expected goal.
RESOLUTION
CONFLICT
SETUP
KPI CHART
RECOMMENDATIONS REPORTS
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
This is why is critical to agree and set top-to-down


SEO goals that all stakeholders actually care about
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Start your “NO F*CKUPS” SEO Quality Framework with


a consistent base of SEO education & evangelization
COMPANY CONTENT OPTIMIZATION & TECH SEO
GUIDELINES/WIKI
ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/
[STAKEHOLDERS] TEAMS
RECOMMENDATIONS AND REPORTS FEATURING SEO
CONCEPTS & IMPORTANCE TOWARDS GOALS
INCLUDE A “WHY DOES THIS
MATTER” SECTION IN AUDIT &
REPORTS
CREATE PERSONALIZED
GUIDELINES WITHIN WIKI/PM
PLATFORM
DO LIVE (AND RECORD)
WEBINARS & Q&AS WITH
INVOLVED TEAMS
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
VALIDATION


To avoid launching SEO errors
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
https://twitter.com/aleyda/status/1506632302549471239
Some SEOs only validate before,or after releases,


and don’t do it on an on-going basis
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
But you should never ever assume


“assumption is the mother of all mistakes”!
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING
Set & agree on teams
usage of content & tech
configuration checklist
for common workflows
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Those checklists won’t
serve for much if they’re
not used! Get alignment
of all involved areas
HTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/SEO-PRODUCT-TRIANGLE/
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Integrate feasible
automated SEO validation
within theWeb platform
w/ plugins & Dev support
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
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
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
It’s a must to validate the
output across different
scenarios and establish
rules for every new one
Metadata following descriptive patterns
Out of stock redirects & internal linking
….
Minimum words for Products Description
Maximum of categories assigned to product
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Setarelease validationworkflow with devs,


crawlingbefore launching & afterward in production
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?
FIX
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS
ScheduleWebcrawlsto
validate andcompare
releases,evenif noSEO
taskisincluded
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
…there should be an “ongoing SEO validation” to identify
potential unintended SEO changes from each release
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?
FIX
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS
Always select to store both raw & rendered HTML,not
only to checkJS reliance but to refer to old code if needed
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS
Compare before/after
crawls to identify major
configuration changes
between the two
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
HTTPS://WWW.PIPEDOUT.COM/RESOURCES/DIY-UNIT-TESTING-FOR-SEO/
Is theWebsite too big & dynamic to identify changes
easily? Check each page type with your own "unit tests”
By Dominic Woodman
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Takeintoconsideration“what-ifs”scenarios,toestablish
clearactionswithrelevantteammembersifincidentsarise
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
IMPLEMENTATION
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Your SEO validation is
only going to be as
strong as your alignment
with the team in charge
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
WEB PLATFORM CONFIGURATION/SETTINGS CHANGES
INTEGRATED VALIDATION
CONTENT OPTIMIZATION & TECH SEO CONFIGURATION
CHECKLIST FOR COMMON WORKFLOWS
RECURRING / ONGOING SEO TECH/CONTENT VALIDATION
PRE & POST WEB RELEASES
Strengthen your “NO F*CKUPS” SEO Quality Framework
with a seamless SEO validation workflow
SET RECURRING CRAWLS


WITH SEO CRAWLERS
WEB PLATFORMS SEO
CONFIGURATION CHECKS
CREATE EASY TO FOLLOW/USE
CHECKLISTS FOR USUAL
ACTIVITIES
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
MONITORING


To catch SEO incidents fast
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Errors will still happen from time to time! Set a monitoring
system to catch,fix them fast & learn to avoid them
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Monitor it all: From Crawlability and Indexability,
Rankings,Traffic,to Backlinks & ManualActions
MENTIONS & BACKLINKS
SPAM & MANUAL ACTIONS
ORGANIC SEARCH TRAFFIC & CONVERSIONS
SEARCH TRENDS CHANGES
WEB RANKINGS & SERPS CTR
CONTENT OPTIMIZATION
CRAWLABILITY & INDEXABILITY CONFIGURATIONS
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
LITTLE WARDEN & CONTENTKING
Use real-time SEO monitoring platforms like ContentKing
or LittleWarden to identify On-Page SEO changes
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
LITTLE WARDEN & CONTENTKING
Configure your Real-time monitoring to catch when really
meaningful tech & content configurations change…
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Too many pages updating all the time? Monitor Critical
URLs of each type with your own criteria to be alerted
LITTLE WARDEN & CONTENTKING
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
…configure the alerts so they go to the relevant email,
slack or project management tool to not be missed
LITTLE WARDEN & CONTENTKING
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Don’t have a budget for it? Not a problem! Schedule daily
crawls comparing configurations per page type …
+ +
HTTPS://WWW.PIPEDOUT.COM/RESOURCES/DIY-UNIT-TESTING-FOR-SEO/
=
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
ZAPIER
… andsetazaptosendamessagealertwhenever


therelevantcellsintheGoogleSheetschange
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
ADVANCED WEB RANKING
Do the same with your rank tracker to set alerts for
meaningful ranking and SERP features changes
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Set custom insights notifications for organic search visits


& transactions decrease with GA4
GOOGLE ANALYTICS
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
As well for search trends changes by using GoogleTrends
along with Glimpse,to identify search behavior change
GLIMPSE & GOOGLE TRENDS
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
BUZZSUMO
Configure alerts too for new mentions and backlinks,


for opportunities or potential reputation issues
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
And send Search Spam or manual actions notifications
alerts to slack or PM software to not miss any message
GOOGLE SEARCH CONSOLE & ZAPIER
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
WEB CONTENT & TECHNICAL CONFIGURATION
CHANGES ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
WEB RANKINGS DECREASE/INCREASE ALERTS
ORGANIC SEARCH TRAFFIC & CONVERSIONS
DECREASE/INCREASE ALERTS
QUERIES SEARCH POPULARITY DECREASE/INCREASE
ALERTS
MENTIONS & BACKLINKS ALERTS
SPAM OR MANUAL ACTIONS ALERTS
It’s about catching critical SEO configurations and KPIs
changes fast…to take action before it’s too late
WEB ANALYTICS TOOLS
SEO CONFIGURATION ALERTS TOOLS
(LITTLE WARDEN, CONTENTKING)
WEB SERVER LOG MONITORING
TOOL AND SEARCH CONSOLE
RANK TRACKERS
SEARCH TRENDS TOOLS
MENTIONS/BACKLINKS TOOLS
GOOGLE SEARCH CONSOLE
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
WEB CONTENT & TECHNICAL CONFIGURATION
CHANGES ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
WEB RANKINGS DECREASE/INCREASE ALERTS
ORGANIC SEARCH TRAFFIC & CONVERSIONS
DECREASE/INCREASE ALERTS
QUERIES SEARCH POPULARITY DECREASE/INCREASE
ALERTS
MENTIONS & BACKLINKS ALERTS
SPAM OR MANUAL ACTIONS ALERTS
..and use the identified issues at the monitoring phase


to refine your SEO validation & education efforts
WEB ANALYTICS TOOLS
SEO CONFIGURATION ALERTS TOOLS
(LITTLE WARDEN, CONTENTKING)
WEB SERVER LOG MONITORING
TOOL AND SEARCH CONSOLE
RANK TRACKERS
SEARCH TRENDS TOOLS
MENTIONS/BACKLINKS TOOLS
GOOGLE SEARCH CONSOLE
EDUCATION


To prevent SEO
mistakes
VALIDATION


To avoid launching
SEO Errors
MONITORING


To catch SEO
incidents fast
1 2 3
ERRORS/ISSUES
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
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
MENTIONS/BACKLINKS TOOLS
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
GOOGLE SEARCH CONSOLE
INCLUDE A “WHY DOES THIS MATTER”
SECTION IN AUDIT & REPORTS
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
VALIDATION
MONITORING
MENTIONS & BACKLINKS ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
SPAM OR MANUAL ACTIONS ALERTS
RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
This is how you say goodbye to major SEO F*ck Ups:


Setting & using an SEO Quality Framework
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Too much work?
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
This makes it worth it!Achievable with consistent,and
error-free SEO execution,without bugs holding you back
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
Thanks! Questions?
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
#SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO

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Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework

  • 1. Goodbye SEO F*ck Ups! 
 Learn to set an SEO Quality Assurance Framework 


 Aleyda Solis | Orainti SLIDESHARE.NET/ALEYDASOLIS @ALEYDA
  • 2. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO SEO Execution Mistakes are sadly way too common 
 in our day-to-day! https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
  • 3. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO 85% of SEOs have had at least one moderate-to-high SEO incident last year https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents
  • 4. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents From indexability or crawlability issues,URLdeletion, links to content or metadata mistakes
  • 5. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://www.contentkingapp.com/research/state-of-seo-qa/#frequency-seo-incidents Many of these SEO incidents are expensive errors!
  • 6. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO We delay impactful new SEO releases to fix continuous issues
  • 7. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://www.slideshare.net/aleydasolis/the-most-damaging-seo-mistakes-issues-in-2021-and-how-to-avoid-them-engagepdx Lack of resources & support from decision-makers to fund SEO SEO Execution Errors & Mistakes due to a lack of alignment Slow and inconsistent execution of high priority SEO actions SEO errors are not only a cause of SEO failure but aggravate others
  • 8. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO I asked around and a high share SEOs efforts go to fix already existing stuff rather than building new one https://twitter.com/aleyda/status/1506606557966045184
  • 9. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO FIX Eliminating/minimizing Tech Debt to avoid crawlability/ indexability/Page Experience issues that will hold the site pages back from ranking well IMPROVE Optimizing existing site content for already targeted relevant queries to Improve their rankings, traf fi c & conversions BUILD Creating Content to Target New Relevant Queries through user search journey aligning with product/marketing initiatives to achieve business goals The Pyramid of SEO Success Needs We’re stuck fixing and improving,rather than building which is how we actually get results to the next level
  • 10. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO It shouldn’t be only a matter of catching errors faster, 
 you should prevent them in the first place
  • 11. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://twitter.com/aleyda/status/1415224977113165827 Awell-aligned consistent,fast, and error-free SEO execution is a must
  • 12. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO SEO monitoring should be part of a broader SEO quality assurance effort,along with education & validation EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching SEO Errors MONITORING 
 To catch SEO incidents fast 1 2 3
  • 13. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO 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 VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS “NO F*CKUPS” SEO QUALITYFRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS Let’s see how to implement an SEO Quality framework
  • 14. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO EDUCATION 
 To prevent the SEO mistakes #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
  • 15. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO SEO education of stakeholders and decision-makers is the first step to SEO success Sets realistic expectations and get more buy-in from decision- makers Obtain more involvement and support from stakeholders Generate fewer mistakes in SEO related executions by team members SEO EDUCATION
  • 16. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://twitter.com/aleyda/status/1502561151267356673 However,only 1/3 of SEOs always include SEO training or education in processes
  • 17. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Don’t ask! Include the price into your SEO process budget by default,it will pay off
  • 18. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Add an Online SEOTraining forTech,Content,and any involved teams in execution to kick-off the process…
  • 19. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Personalize the training based on the team/ audience profile Feature real scenarios & examples from your SEO audit & research Don’t blame or have a negative focus, acknowledge efforts so far It’s critical that you do it to show the value of SEO in other teams’ goals,create understanding & minimize issues
  • 20. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Record your SEO training so videos can be played to new team members
  • 21. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Run monthly SEO Q&As (Coffee Hours) to clarify any arising SEO doubts from involved team members
  • 22. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Develop a Company SEOWiki w/ Content & Tech SEO Best Practices that you can easily refer
  • 23. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Use every SEO audit & report to evangelize,explaining the relevant SEO actions impact towards goals Goal: X% of [METRIC] by [DATE] Audience: [ROLE] 
 KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. 
 
 Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART RECOMMENDATIONS REPORTS
  • 24. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO This is why is critical to agree and set top-to-down 
 SEO goals that all stakeholders actually care about
  • 25. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Start your “NO F*CKUPS” SEO Quality Framework with 
 a consistent base of SEO education & evangelization COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS
  • 26. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO VALIDATION 
 To avoid launching SEO errors #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
  • 27. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO https://twitter.com/aleyda/status/1506632302549471239 Some SEOs only validate before,or after releases, 
 and don’t do it on an on-going basis
  • 28. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO But you should never ever assume 
 “assumption is the mother of all mistakes”!
  • 29. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING Set & agree on teams usage of content & tech configuration checklist for common workflows
  • 30. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Those checklists won’t serve for much if they’re not used! Get alignment of all involved areas HTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/SEO-PRODUCT-TRIANGLE/
  • 31. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Integrate feasible automated SEO validation within theWeb platform w/ plugins & Dev support 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
  • 32. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO 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 It’s a must to validate the output across different scenarios and establish rules for every new one Metadata following descriptive patterns Out of stock redirects & internal linking …. Minimum words for Products Description Maximum of categories assigned to product
  • 33. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Setarelease validationworkflow with devs, 
 crawlingbefore launching & afterward in production 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? FIX
  • 34. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS ScheduleWebcrawlsto validate andcompare releases,evenif noSEO taskisincluded
  • 35. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO …there should be an “ongoing SEO validation” to identify potential unintended SEO changes from each release 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? FIX
  • 36. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS Always select to store both raw & rendered HTML,not only to checkJS reliance but to refer to old code if needed
  • 37. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO RYTE, SCREAMING FROG, SITEBULB, JETOCTOPUS Compare before/after crawls to identify major configuration changes between the two
  • 38. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO HTTPS://WWW.PIPEDOUT.COM/RESOURCES/DIY-UNIT-TESTING-FOR-SEO/ Is theWebsite too big & dynamic to identify changes easily? Check each page type with your own "unit tests” By Dominic Woodman
  • 39. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Takeintoconsideration“what-ifs”scenarios,toestablish clearactionswithrelevantteammembersifincidentsarise 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 IMPLEMENTATION
  • 40. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Your SEO validation is only going to be as strong as your alignment with the team in charge
  • 41. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES Strengthen your “NO F*CKUPS” SEO Quality Framework with a seamless SEO validation workflow SET RECURRING CRAWLS 
 WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES
  • 42. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO MONITORING 
 To catch SEO incidents fast #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO
  • 43. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Errors will still happen from time to time! Set a monitoring system to catch,fix them fast & learn to avoid them
  • 44. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Monitor it all: From Crawlability and Indexability, Rankings,Traffic,to Backlinks & ManualActions MENTIONS & BACKLINKS SPAM & MANUAL ACTIONS ORGANIC SEARCH TRAFFIC & CONVERSIONS SEARCH TRENDS CHANGES WEB RANKINGS & SERPS CTR CONTENT OPTIMIZATION CRAWLABILITY & INDEXABILITY CONFIGURATIONS
  • 45. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO LITTLE WARDEN & CONTENTKING Use real-time SEO monitoring platforms like ContentKing or LittleWarden to identify On-Page SEO changes
  • 46. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO LITTLE WARDEN & CONTENTKING Configure your Real-time monitoring to catch when really meaningful tech & content configurations change…
  • 47. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Too many pages updating all the time? Monitor Critical URLs of each type with your own criteria to be alerted LITTLE WARDEN & CONTENTKING
  • 48. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO …configure the alerts so they go to the relevant email, slack or project management tool to not be missed LITTLE WARDEN & CONTENTKING
  • 49. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Don’t have a budget for it? Not a problem! Schedule daily crawls comparing configurations per page type … + + HTTPS://WWW.PIPEDOUT.COM/RESOURCES/DIY-UNIT-TESTING-FOR-SEO/ =
  • 50. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO ZAPIER … andsetazaptosendamessagealertwhenever 
 therelevantcellsintheGoogleSheetschange
  • 51. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO ADVANCED WEB RANKING Do the same with your rank tracker to set alerts for meaningful ranking and SERP features changes
  • 52. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Set custom insights notifications for organic search visits 
 & transactions decrease with GA4 GOOGLE ANALYTICS
  • 53. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO As well for search trends changes by using GoogleTrends along with Glimpse,to identify search behavior change GLIMPSE & GOOGLE TRENDS
  • 54. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO BUZZSUMO Configure alerts too for new mentions and backlinks, 
 for opportunities or potential reputation issues
  • 55. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO And send Search Spam or manual actions notifications alerts to slack or PM software to not miss any message GOOGLE SEARCH CONSOLE & ZAPIER
  • 56. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS It’s about catching critical SEO configurations and KPIs changes fast…to take action before it’s too late WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE
  • 57. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS ..and use the identified issues at the monitoring phase 
 to refine your SEO validation & education efforts WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching SEO Errors MONITORING 
 To catch SEO incidents fast 1 2 3 ERRORS/ISSUES
  • 58. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO 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 MENTIONS/BACKLINKS TOOLS 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 GOOGLE SEARCH CONSOLE INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS 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 VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to major SEO F*ck Ups: 
 Setting & using an SEO Quality Framework
  • 59. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Too much work?
  • 60. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO This makes it worth it!Achievable with consistent,and error-free SEO execution,without bugs holding you back
  • 61. #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO Thanks! Questions? 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 #SEOQUALITY BY @ALEYDA FROM #ORAINTI AT #BRIGHTONSEO