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#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
PRIORITIZING SEO FOR SUCCESS
IN A WORLD OF UNCERTAINTY
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
How do you
prioritize your SEO
efforts when the
world changes all
of the sudden due
to a global crisis,
like a pandemic?
HTTPS://IG.FT.COM/CORONAVIRUS-CHART/
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SEMRUSH.COM/BLOG/MARKET-WINNERS-LOSERS-CORONAVIRUS/
With unexpected effects in search behavior,
traffic trends and projections
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.HUBSPOT.COM/COVID-DATA
With a major economic impact in sales and
marketing across many industries…
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://LIBRARY.SEOMONITOR.COM/POST/ALEYDA-SOLIS-AND-COSMIN-NEGRESCU-ON-OFFICE-HOURS-2-SEO-AGENCIES-AND-REMOTE-WORK-IN-COVID-19-TIMES
With a general negative effect in traffic across SEO
processes
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TWITTER.COM/ALEYDA/STATUS/1251964865528414212
Changing the way we travel, work, learn, socialize,
exercise, shop…
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Pushing the shift of
otherwise still
traditional businesses
to the online world,
accelerating their
digital transformation
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
…even for big companies and in the long run!
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Welcome to the new uncertain normal…
in which crisis should be used as a catalyst.
HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
How can the SEO process support
clients/company in this journey?
HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
How can your own SEO business succeed
in this new context too?
HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
It’s about integrating these
3 critical characteristics in your SEO efforts
PROACTIVE FLEXIBLE
CONTEXT
AWARE
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
ESTABLISHING
PROACTIVE
MECHANISMSTO
IDENTIFYSEARCH
TREND CHANGES
FAST
Aligning your SEO efforts to support the business
journey through uncertainty to achieve success
INTEGRATINGSEO
INCRITICALBUSINESS
AREASTHATNEED
SUPPORTTOTACKLE
THE CRISIS
CONTINUOUS
JOINTREVISIONS
OFPROJECTIONS,
GOALS&ACTION PLAN /
PRIORITIESBASEDON
NEWSEARCH BEHAVIOR/
TRENDS&BUSINESS
CAPACITYAND
NEEDS
DIVERSIFICATION
INAREAS/SECTORS/
GEOWITH
POTENTIALTO
DECREASEFUTURE
RISKS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
LET’S SEE HOW!
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
ESTABLISHING PROACTIVE MECHANISMS
TO IDENTIFY SEARCH TREND CHANGES
FAST
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
You can’t foresee this, but you should establish a system
to identify it as soon as it hits to support your client
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.SEOMONITOR.COM/
Identify your industry YoY
search trend, along exploding
and tanking topics
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Set custom traffic alerts in Google Analytics to be notified
when the traffic trend changes all of the sudden
GOOGLE ANALYTICS CUSTOM ALERTS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Identify anomalies
HTTPS://EN.RYTE.COM/
Identify Impressions
and clicks anomalies
from your Google
Search Console
performance .. and
set notifications to
receive alerts
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Monitor searches/conversations/mentions
that generate new trends within your industry…
HTTPS://EXPLODINGTOPICS.COM/
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EXPLODINGTOPICS.COM/
… even if it’s a
niche one! Set
notifications to
receive latests
updates so you can
take action fast
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFBUZZSUMO.COM
Monitor and identify spikes in mentions about your
services/products across the Web
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.INTEGROMAT.COM/EN/
Configure the alerts to be
sent also to your project
management system to
easily notify all SEO
stakeholders
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Now you can identify if there’s a real
change of search behavior/market/etc.
trend to inform clients & take action
HTTPS://WWW.INTEGROMAT.COM/EN/
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
INTEGRATING SEO IN CRITICAL BUSINESS
AREAS THAT NEED SUPPORT TO TACKLE
THE CRISIS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFGOOGLE ANALYTICS
Identify how is your audience behavior
changing towards your business offering
to provide support where is needed
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Ask the company support team about the new types of
requests and main concerns they’ve started to receive
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Analyze the site recent & popular internal search queries
to identify new types of requests. Set alerts for them too!
GOOGLE ANALYTICS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Analyze the
content trending
on the web about
your Website
topic/area
BUZZSUMO.COM
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EN.RYTE.COM/
Identify the new
keywords with
highest increase in
impressions and clicks
for which you’re not
ranking as well yet
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB
Assess the newly
discovered trending
queries that your
competitors are
already ranking/
attracting traffic for
and you aren’t yet
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
DEVELOPMENT
ANDUPDATEOF
FAQSTOADDRESS
CONCERNS
INPUTTO
CUSTOMER
SUPPORT,
MARKETING,
COMMUNICATION,
PRODUCTTEAMTO
UPDATE/ALIGN
EFFORTS
DEVELOPMENTOF
STUDIES/STATS/
WHAT’SNEXTTO
ESTABLISH
AUTHORITY/
TRANSPARENCY
UPDATEIN
CONDITIONS/
PROMOTIONS/
PRICING
NEW
PRODUCT/
SERVICELINES
OPPORTUNITIESTO
OFFERFORWHICH
OPTIMIZATION
ACTIONSWILLBE
REQUIRED
Use this information to develop strategical SEO
recommendations to address/support in critical areas
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
.. and take action by helping to update the critical areas/
content/products offerings of the site
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Showing customers
that the business cares
and reacts to what’s
needed
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
… Optimizing the
Website accordingly
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
CONTINUOUS JOINT REVISIONS OF
PROJECTIONS, GOALS & ACTION PLAN /
PRIORITIES
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
If your industry has changed all of the sudden…
SEOMONITOR
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Your SEO action plan was affected/changed to align/
support the new search trends/business needs
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINK
BUILDING
SUPPORT
IDEAL
PRIORITY
IDEAL SEO
ITERATION TO
INCLUDE IT
EXPECTED
IMPLEMENTATIO
N DIFFICULTY
EXPECTED
PRIORITY
EXPECTED SEO
ITERATION TO
INCLUDE IT
PAGE NO.
VALIDATED
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
NOINDEX (AND BLOCK THE
CRAWLING AFTER G HAS STOP
INDEXING THEM)) INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CANNIBALIZATION
ISSUES WITH MAIN CATEGORIES/
SUBCATEGORIES PAGES
INTERNAL
SEARCH RESULT
PAGES
HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1
INDEX THE PAGES OF COLORED
FILTERS THAT TARGET QUERIES
WITH SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH MEDIUM
LOW
YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2
301 REDIRECT OLD PAGES WITH 404
HTTP STATUS PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD
DIFFERENTIATE INDEXABLE SUB-
CATEGORIES PAGES TITLES
INCLUDING ONLY THE CATEGORY
NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
HIGH PRIORITY
HIGH IMPACT WITH LOW DIFFICULTY
MEDIUM PRIORITY
HIGH IMPACT WITH MEDIUM DIFFICULTY
MEDIUM IMPACT WITH LOW DIFFICULTY
LOW PRIORITY
MEDIUM IMPACT WITH MEDIUM DIFFICULTY
HIGH IMPACT WITH HIGH DIFFICULTY
DON’T PRIORITIZE
MEDIUM IMPACT WITH HIGH DIFFICULTY
LOW IMPACT
IMPACT
1
3
2
+ DIFFICULTY
+
-
2
3
Agree with stakeholders on new budget, criteria
and available resources to update SEO priorities …
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
… which should be reflected on new goals too, taking into
consideration how the market has changed
SEOMONITOR
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Agree on continuous revisions of tasks/priorities based
on urgent/critical new trends that are identified
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINK
BUILDING
SUPPORT
IDEAL
PRIORITY
IDEAL SEO
ITERATION TO
INCLUDE IT
EXPECTED
IMPLEMENTATIO
N DIFFICULTY
EXPECTED
PRIORITY
EXPECTED SEO
ITERATION TO
INCLUDE IT
PAGE NO.
VALIDATED
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
NOINDEX (AND BLOCK THE
CRAWLING AFTER G HAS STOP
INDEXING THEM)) INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CANNIBALIZATION
ISSUES WITH MAIN CATEGORIES/
SUBCATEGORIES PAGES
INTERNAL
SEARCH RESULT
PAGES
HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1
INDEX THE PAGES OF COLORED
FILTERS THAT TARGET QUERIES
WITH SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH MEDIUM
LOW
YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2
301 REDIRECT OLD PAGES WITH 404
HTTP STATUS PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD
DIFFERENTIATE INDEXABLE SUB-
CATEGORIES PAGES TITLES
INCLUDING ONLY THE CATEGORY
NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3
TO BE REVISED/UPDATED EVERY MONTH BASED ON EVOLUTION OF BUSINESS CONTEXT
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Remember to communicate how the new/updated
efforts are impacting the site SEO and business goals
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
DIVERSIFICATION IN AREAS/SECTORS/
GEO WITH POTENTIAL TO DECREASE
FUTURE RISKS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Have you been negatively affected or
lost +30% of your agency/consultancy
clients/projects?
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.STATISTA.COM/STATISTICS/1106302/CORONAVIRUS-IMPACT-INDEX-BY-INDUSTRY-2020/
Start diversifying your
SEO clients sectors,
avoid having +30% of
your clients in a single
one
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
If you’re in a hard hit country, look to target the
international market, and advice your clients accordingly
HTTPS://WWW.POLITICO.COM/INTERACTIVES/2020/RANKING-COUNTRIES-CORONAVIRUS-IMPACT/
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/INTERNATIONAL-SEO-FOR-ECOMMERCE-WEBSITES-SEJLIVE-SEJESUMMIT
… start targeting
international
markets can be a
great option for
ecommerce,
marketplaces…
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB
Check out the industry traffic and growth evolution
in top country markets
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Identify those “lower
entry barrier” markets
from which your
competitors might be
already profiting from
SIMILARWEB
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB
Analyze the organic search evolution per country and
compare to identify the most attractive markets
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
ESTABLISHING
PROACTIVE
MECHANISMSTO
IDENTIFYSEARCH
TRENDCHANGES
FAST
It’s about aligning your SEO efforts to better support
the business journey through uncertainty
INTEGRATING
SEOINCRITICAL
BUSINESSAND
CUSTOMERAREAS
THATNEED CRITICAL
SUPPORTTO
TACKLETHE
CRISIS
CONTINUOUS
JOINTREVISIONS
OFPROJECTIONS,
GOALS&ACTION PLAN /
PRIORITIESBASEDON
NEWSEARCH BEHAVIOR/
TRENDS&BUSINESS
CAPACITYAND
NEEDS DIVERSIFICATION
INAREAS/SECTORS/
GEOWITH
POTENTIALTO
DECREASEFUTURE
RISKS
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
Integrating 3 critical characteristics within your
SEO processes and consultancy
PROACTIVE FLEXIBLE
CONTEXT
AWARE
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
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 YouTube SEO Video Series Host
* #SEOFOMO Newsletter Wrangler
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of the Year in 2018
#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF

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Prioritizing SEO for Success in a World of Uncertainty #UploadConf

  • 1. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF PRIORITIZING SEO FOR SUCCESS IN A WORLD OF UNCERTAINTY
  • 2. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How do you prioritize your SEO efforts when the world changes all of the sudden due to a global crisis, like a pandemic? HTTPS://IG.FT.COM/CORONAVIRUS-CHART/
  • 3. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SEMRUSH.COM/BLOG/MARKET-WINNERS-LOSERS-CORONAVIRUS/ With unexpected effects in search behavior, traffic trends and projections
  • 4. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.HUBSPOT.COM/COVID-DATA With a major economic impact in sales and marketing across many industries…
  • 5. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://LIBRARY.SEOMONITOR.COM/POST/ALEYDA-SOLIS-AND-COSMIN-NEGRESCU-ON-OFFICE-HOURS-2-SEO-AGENCIES-AND-REMOTE-WORK-IN-COVID-19-TIMES With a general negative effect in traffic across SEO processes
  • 6. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TWITTER.COM/ALEYDA/STATUS/1251964865528414212 Changing the way we travel, work, learn, socialize, exercise, shop…
  • 7. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Pushing the shift of otherwise still traditional businesses to the online world, accelerating their digital transformation
  • 8. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF …even for big companies and in the long run!
  • 9. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Welcome to the new uncertain normal… in which crisis should be used as a catalyst. HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  • 10. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How can the SEO process support clients/company in this journey? HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  • 11. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF How can your own SEO business succeed in this new context too? HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS
  • 12. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF It’s about integrating these 3 critical characteristics in your SEO efforts PROACTIVE FLEXIBLE CONTEXT AWARE
  • 13. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMSTO IDENTIFYSEARCH TREND CHANGES FAST Aligning your SEO efforts to support the business journey through uncertainty to achieve success INTEGRATINGSEO INCRITICALBUSINESS AREASTHATNEED SUPPORTTOTACKLE THE CRISIS CONTINUOUS JOINTREVISIONS OFPROJECTIONS, GOALS&ACTION PLAN / PRIORITIESBASEDON NEWSEARCH BEHAVIOR/ TRENDS&BUSINESS CAPACITYAND NEEDS DIVERSIFICATION INAREAS/SECTORS/ GEOWITH POTENTIALTO DECREASEFUTURE RISKS
  • 14. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF LET’S SEE HOW!
  • 15. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMS TO IDENTIFY SEARCH TREND CHANGES FAST
  • 16. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE You can’t foresee this, but you should establish a system to identify it as soon as it hits to support your client
  • 17. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.SEOMONITOR.COM/ Identify your industry YoY search trend, along exploding and tanking topics
  • 18. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Set custom traffic alerts in Google Analytics to be notified when the traffic trend changes all of the sudden GOOGLE ANALYTICS CUSTOM ALERTS
  • 19. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Identify anomalies HTTPS://EN.RYTE.COM/ Identify Impressions and clicks anomalies from your Google Search Console performance .. and set notifications to receive alerts
  • 20. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Monitor searches/conversations/mentions that generate new trends within your industry… HTTPS://EXPLODINGTOPICS.COM/
  • 21. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EXPLODINGTOPICS.COM/ … even if it’s a niche one! Set notifications to receive latests updates so you can take action fast
  • 22. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFBUZZSUMO.COM Monitor and identify spikes in mentions about your services/products across the Web
  • 23. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.INTEGROMAT.COM/EN/ Configure the alerts to be sent also to your project management system to easily notify all SEO stakeholders
  • 24. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Now you can identify if there’s a real change of search behavior/market/etc. trend to inform clients & take action HTTPS://WWW.INTEGROMAT.COM/EN/
  • 25. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF INTEGRATING SEO IN CRITICAL BUSINESS AREAS THAT NEED SUPPORT TO TACKLE THE CRISIS
  • 26. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFGOOGLE ANALYTICS Identify how is your audience behavior changing towards your business offering to provide support where is needed
  • 27. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Ask the company support team about the new types of requests and main concerns they’ve started to receive
  • 28. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Analyze the site recent & popular internal search queries to identify new types of requests. Set alerts for them too! GOOGLE ANALYTICS
  • 29. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Analyze the content trending on the web about your Website topic/area BUZZSUMO.COM
  • 30. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EN.RYTE.COM/ Identify the new keywords with highest increase in impressions and clicks for which you’re not ranking as well yet
  • 31. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Assess the newly discovered trending queries that your competitors are already ranking/ attracting traffic for and you aren’t yet
  • 32. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF DEVELOPMENT ANDUPDATEOF FAQSTOADDRESS CONCERNS INPUTTO CUSTOMER SUPPORT, MARKETING, COMMUNICATION, PRODUCTTEAMTO UPDATE/ALIGN EFFORTS DEVELOPMENTOF STUDIES/STATS/ WHAT’SNEXTTO ESTABLISH AUTHORITY/ TRANSPARENCY UPDATEIN CONDITIONS/ PROMOTIONS/ PRICING NEW PRODUCT/ SERVICELINES OPPORTUNITIESTO OFFERFORWHICH OPTIMIZATION ACTIONSWILLBE REQUIRED Use this information to develop strategical SEO recommendations to address/support in critical areas
  • 33. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF .. and take action by helping to update the critical areas/ content/products offerings of the site
  • 34. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Showing customers that the business cares and reacts to what’s needed
  • 35. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF … Optimizing the Website accordingly
  • 36. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF CONTINUOUS JOINT REVISIONS OF PROJECTIONS, GOALS & ACTION PLAN / PRIORITIES
  • 37. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF If your industry has changed all of the sudden… SEOMONITOR
  • 38. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Your SEO action plan was affected/changed to align/ support the new search trends/business needs RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3
  • 39. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF HIGH PRIORITY HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY HIGH IMPACT WITH MEDIUM DIFFICULTY MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3 Agree with stakeholders on new budget, criteria and available resources to update SEO priorities …
  • 40. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF … which should be reflected on new goals too, taking into consideration how the market has changed SEOMONITOR
  • 41. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Agree on continuous revisions of tasks/priorities based on urgent/critical new trends that are identified RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3 TO BE REVISED/UPDATED EVERY MONTH BASED ON EVOLUTION OF BUSINESS CONTEXT
  • 42. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Remember to communicate how the new/updated efforts are impacting the site SEO and business goals
  • 43. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF DIVERSIFICATION IN AREAS/SECTORS/ GEO WITH POTENTIAL TO DECREASE FUTURE RISKS
  • 44. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Have you been negatively affected or lost +30% of your agency/consultancy clients/projects?
  • 45. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.STATISTA.COM/STATISTICS/1106302/CORONAVIRUS-IMPACT-INDEX-BY-INDUSTRY-2020/ Start diversifying your SEO clients sectors, avoid having +30% of your clients in a single one
  • 46. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF If you’re in a hard hit country, look to target the international market, and advice your clients accordingly HTTPS://WWW.POLITICO.COM/INTERACTIVES/2020/RANKING-COUNTRIES-CORONAVIRUS-IMPACT/
  • 47. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/INTERNATIONAL-SEO-FOR-ECOMMERCE-WEBSITES-SEJLIVE-SEJESUMMIT … start targeting international markets can be a great option for ecommerce, marketplaces…
  • 48. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Check out the industry traffic and growth evolution in top country markets
  • 49. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Identify those “lower entry barrier” markets from which your competitors might be already profiting from SIMILARWEB
  • 50. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB Analyze the organic search evolution per country and compare to identify the most attractive markets
  • 51. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF ESTABLISHING PROACTIVE MECHANISMSTO IDENTIFYSEARCH TRENDCHANGES FAST It’s about aligning your SEO efforts to better support the business journey through uncertainty INTEGRATING SEOINCRITICAL BUSINESSAND CUSTOMERAREAS THATNEED CRITICAL SUPPORTTO TACKLETHE CRISIS CONTINUOUS JOINTREVISIONS OFPROJECTIONS, GOALS&ACTION PLAN / PRIORITIESBASEDON NEWSEARCH BEHAVIOR/ TRENDS&BUSINESS CAPACITYAND NEEDS DIVERSIFICATION INAREAS/SECTORS/ GEOWITH POTENTIALTO DECREASEFUTURE RISKS
  • 52. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF Integrating 3 critical characteristics within your SEO processes and consultancy PROACTIVE FLEXIBLE CONTEXT AWARE
  • 53. #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF 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 YouTube SEO Video Series Host * #SEOFOMO Newsletter Wrangler * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 #WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF