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#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identifying Opportunities to Grow Your Results Fast
SEO LOW HANGING FRUIT
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Achieving SEO
success is Hard
HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
SEO is continuously
evolving and
becoming more
complex to achieve
results…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Because it takes time to see the impact of execution
and to gain support & release them in the first place!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
IMPACT
EFFORT
1.

To Execute 

Now
Don’t
Do
2.

To Assess

&
Prioritize
2.

To Assess

&
Prioritize
It’s then
fundamental to set
a framework to
prioritize your SEO
activities, based on
impact and effort
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
IMPACT
EFFORT
1.

To Execute 

Now
Don’t
Do
2.


2.


To execute first those SEO activities with high impact
& low effort.. and see results faster!
Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher
High impacting with low
effort
9 9 18
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
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
I’ve created this SEO Recommendations Prioritization
Template in Google Sheets to help you to prioritize
HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT-S4JA/VIEW
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
IMPACT
EFFORT
1.

To Execute 

Now
Don’t
Do
2.


2.


Low hanging fruit should be the
first to prioritize, as they have the
highest impact with the lowest
effort!
However, there are low hanging fruit we should assess
ASAP due their highest impact, lowest effort…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
… of highly prevalent, strategy agnostic opportunities
that can be done in parallel to the SEO analysis workflow
Rankings, Keyword &
Competition Research
Content Audit
Technical Audit
Link Popularity
Audit
SEO Strategy &
Prioritized SEO
Roadmap
SEO
Process
Goals
Initial SEO Analysis for an SEO Process
Parallel Low Hanging Fruit Assessment
Low Hanging Fruit 

SEO Opportunities
Assessment
SEO Roadmap
Implementation
Low Hanging Fruit
SEO
Recommendations
Low Hanging Fruit SEO
Implementation
Week 1 Week 2 Week 3 Week 4 Week 5
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
… and allow to see results even faster! Helping you to
address some of biggest challenges in the SEO process
Mitigate client
impatience towards
results
Show value of SEO
implementation to
gain further support
Minimize
concerns of
complex
implementations
starting with
easiest actions Help you to
establish a good
coordination base
for more complex
implementation
later on
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Let’s go through
some of the top
Low Hanging Fruit
to prioritize their
assessment
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Improving the
CTR of Top
ranked pages
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
For what popular,
relevant terms are
your pages already
ranking well but have
a low CTR? Identify to
improve!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Non-Relevant Term
for your Site
Poor SERPs CTR
Relevant Term for
your Site
Non-Relevant Ranked
Page
Content
Cannibalization to fix
between many
similar/relevant
pages
Lack of content to be
created for the query
topic
Non-Relevant /
Unattractive Titles
and Meta
Descriptions to
Optimize
Relevant Ranked
Page
SERP features
inclusion that you’re
not leveraging but
could
There are some frequent scenarios that you can
identify and fix more easily and quickly
SERP features
inclusion that you’re
not leveraging but
can’t use
More ads inclusion
that lower CTR
Search intent satisfied
directly in search
results, generating a
non-click
High Priority
Medium Priority
No Priority
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Which can have
an important
impact in your
top queries CTR
and ultimately,
organic search
traffic
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identify CTR opportunities for free w/ Search Analytics
Add-On for Sheets importing metrics by device and page
HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Segment per device & apply conditional color formatting
to identify differences in queries & pages behavior
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Get the terms
for which you’re
ranking in the
top 10 already
and have worse
CTR with the
highest
impressions
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2
You can also use this GDS Dashboard I shared to identify
top queries CTR opportunities per page/device/country
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
How to know if your
CTR is poor? Take as
a reference Advance
Web Ranking CTR
per device, industry,
search features and
query intent
HTTPS://WWW.ADVANCEDWEBRANKING.COM/CTRSTUDY/
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
RYTE & SEOTESTING.COM
If you want to
automate this
process use tools
like Ryte &
SEOtesting.com
that integrate
with GSC and
offer “CTR
Opportunities”
reports
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identify which are the meaningful terms that you 

want to target ranking with the relevant page
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Why the relevant pages for these important terms w/ 

high potential have such a poor CTR? Let’s assess!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
=IMPORTXML(B2,"//title")

=IMPORTXML(B2,”//meta[@name=‘description’]/@content")

=IMPORTXML(B2,"//h1")
Verify how descriptive and long these pages’ 

title tags, meta descriptions and H1s are…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
SEARCH(search_for, text_to_search, [starting_at])
Validate if the title tag, meta description and H1
include the terms for which you want to rank
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Are these Titles &
Descriptions
shown in ranked
SERPs or are they
being replaced by
worse ones? Verify
and compare in
bulk with SEOWL
Rewrite checker
for free
HTTPS://WWW.SEOWL.CO/TITLE-REWRITE-CHECKER/
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
SISTRIX
… or with Sistrix for
any of your ranked
pages, where you
can segment those
queries w/ highest
search volume and
better rankings too
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Google will show Headings now more instead of title
tags when they are as or more descriptive and shorter!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Unfortunately, this
change means a
worse CTR for pages
in some scenarios, as
in those for which a
call to action seen as
not highly unique/
descriptive by
Google is removed
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Optimize them to become descriptive, attractive, but
short avoiding replacement & improving CTR
Before the Update After the Update
Updated Title Tag
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identify SERPs inclusions opportunities vs. competitors
scraping w/ IMPORTXML / IMPORTFROMWEB & XPATH
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Get the ranked pages for those top queries with poor
CTR to assess in Google sheets vs. competitors
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Obtain & assess SERPs titles & descriptions of best
ranked pages, & see how they’re optimized vs. yours
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
For example, this
remoters page show
“part time” jobs too
but this is not
specified in the title
nor the description,
vs. the best ranked
page, and its CTR (and
potentially, ranking)
could improve if it
started to mention it…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Verify if these SERPs are including features like
Featured Snippets or Carrousels that you can leverage
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
You can identify these opportunities too by using tools
like SEMrush w/ SERP features filtering for any site…
SEMRUSH
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Validate which
of these have a
higher impact in
your search
results that are
relevant for your
to leverage
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Prioritize those actions that will improve your SERP
visibility for highest impact queries with current content
Poor SERPs CTR
Non-Relevant /
Unattractive Title
Tags and Meta
Descriptions to
optimize
Add a Table of
Content / Index to
generate Featured
Snippet
Include or fix
structured data
implementation to
generate rich result
Featured Snippet Rich Results
Content generation
in the relevant
format
News/Videos/etc. Carrousels
SERP features
inclusion that you’re
not leveraging but
could
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
SITEBULB
If you already have
schema implemented
but you’re not yet
generating rich
results: crawl,
validate & fix using
an SEO crawler like
Sitebulb that allows
to easily troubleshoot
against Google
requirements
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
In the case of featured snippets, it’s about changing
already existing content organization and structure…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
… with very fast results if you’re already in one of the
top positions for popular queries, like in this case
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Which continues to
rank and display
correctly today!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identify relevant popular terms with poor CTR that you
want to target but you’re not ranking with right page
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Validate if you should differentiate & optimize further,
consolidate or create new content for better performance
Differentiate and optimize
the cannibalized pages
content in case is relevant
to keep them and target
to different queries
Create a new page with
relevant content that
address the query to be
ranked
Content cannibalization
between many different
relevant pages to fix
Lack of content that should
created for the specific search
Consolidate the
cannibalized pages in case
the meant to be targeted
queries are the same with
similar content, whether
301 redirecting or
canonicalizing to the best
performing one
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
For example, the
Remoters page that ranks
for “remote only
companies” despite not
being focused on this
query which is relevant to
rank and has good
popularity.. a new page
could be created for it!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/
Identify these
cannibalization
issues with search
console data using
Hannah Rampton’s
free Data Studio
Explorer
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
RYTE & SEOTESTING.COM
.. or leverage paid
tools features like
Ryte’s &
SEOtesting to
identify those
pages ranking for
same queries
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Selecting those that perform better to be kept, and 301-
redirecting and merging those that are not
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Monitor the impact by using SEO tests frameworks like
Ryte or SEOtesting.com to track (& share) the outcome
RYTE & SEOTESTING.COM
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Improving
internal linking
of those pages
that are almost
ranking well to
grow their
popularity
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
For queries for which you have more relevant content
than the competition but with lower link popularity..
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Obtain the backlink data from the Google Search
Console and Third-Party Tools, like SEMRush
GOOGLE SEARCH CONSOLE & SEMRUSH
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identifying those
pages with
backlinks triggering
errors or
erroneously
redirecting to be
fixed asap!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Obtain also internal linking data by using both Google
Search Console & your own site crawls
GOOGLE SEARCH CONSOLE, RYTE & SITEBULB
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Integrate backlinks metrics with pages and queries
using VLOOKUP+IFERROR functions in Google Sheets
=IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”")
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
=IFERROR(VLOOKUP(B2,internallinks!$A$2:$J$2830,2,false),"")
Do the same with internal links data to integrate in the
same sheet than backlinks and rankings metrics
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Identify the pages that aren’t yet in the best positions
for popular queries, w/ poor internal links & backlinks
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Start linking them from those pages with higher
backlink popularity in a relevant way
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Improve internal linking to these pages with a
secondary navigation system from different site areas
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Monitoring
search trends
and content
freshness to
update their
relevance.. and
improve
rankings
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
If we’ve learned something since last year, is that
preferences and trends can change really fast…
HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
It’s critical to identify to keep the relevance of current
content and expand reach for more traffic w/ new one
Change of search behavior or
search trend
Update existing content to
keep its relevance towards
changing topics
Create new content to answer
more effectively to new search
queries and reach more users
HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
For example,
what happened
to me with the
remote work
trends piece that
is updated every
start of the year…
Annual update
of content
New search behavior
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
This page stopped
ranking for a long
tail of queries
connected towards
the main topic as it
hadn’t been updated
after the big remote
work shift that
happened in March
last year..
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
New Content
Update
Once it was updated to include the new Covid related
information, its rankings and traffic improved again…
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
RYTE
You can identify
clicks anomalies
in Search
Console
automatically
using tools like
Ryte, that will
also send alerts
about them..
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Set Google Analytics alerts to be notified 

when organic search traffic trends drop…
GOOGLE ANALYTICS CUSTOMS ALERTS
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
… as well as rankings drops for targeted tracked
queries with rank tracking tools like AWR
ADVANCED WEB RANKING ALERTS
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Manually validate to check change in impressions/
rankings/ctr between periods with Search Console
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
=IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change")
Use the IFS function in Google Sheets to compare to
easily check if it has increased or decreased
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Verify which popular relevant terms have dropped in
impressions, CTR or rankings and analyze vs. content
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Automate this
by using tools
like SEOtesting
and Ryte too!
RYTE AND SEOTESTING.COM
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Avoid these drops
proactively identifying
the change in search
behavior in your sector
leveraging tools that
offer new queries
trends gathering
industry data…
SEOMONITOR TRENDS
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
RYTE AND SEOTESTING.COM
As well as by
leveraging your
own Search
Console 

Data looking for
new queries
searches!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Improving
internal linking
towards pages
which are almost
ranking at the top
that lack
popularity
Improving CTR of
pages already
ranking in top 10
results
Monitoring
search trends to
keep and recover
relevance and
freshness of
content and rank
better w/ it
It’s about validating “low hanging fruit” that you’ll
have chances to see results faster, w/ lowest of efforts!
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
Thanks! Questions?
#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
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

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SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast #WLSS

  • 1. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identifying Opportunities to Grow Your Results Fast SEO LOW HANGING FRUIT
  • 2. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Achieving SEO success is Hard HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513
  • 3. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SEO is continuously evolving and becoming more complex to achieve results…
  • 4. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Because it takes time to see the impact of execution and to gain support & release them in the first place!
  • 5. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess
 & Prioritize 2. To Assess
 & Prioritize It’s then fundamental to set a framework to prioritize your SEO activities, based on impact and effort
  • 6. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 2. 
 To execute first those SEO activities with high impact & low effort.. and see results faster! Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher High impacting with low effort 9 9 18 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
  • 7. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 I’ve created this SEO Recommendations Prioritization Template in Google Sheets to help you to prioritize HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT-S4JA/VIEW
  • 8. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. 
 2. 
 Low hanging fruit should be the first to prioritize, as they have the highest impact with the lowest effort! However, there are low hanging fruit we should assess ASAP due their highest impact, lowest effort…
  • 9. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … of highly prevalent, strategy agnostic opportunities that can be done in parallel to the SEO analysis workflow Rankings, Keyword & Competition Research Content Audit Technical Audit Link Popularity Audit SEO Strategy & Prioritized SEO Roadmap SEO Process Goals Initial SEO Analysis for an SEO Process Parallel Low Hanging Fruit Assessment Low Hanging Fruit 
 SEO Opportunities Assessment SEO Roadmap Implementation Low Hanging Fruit SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5
  • 10. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … and allow to see results even faster! Helping you to address some of biggest challenges in the SEO process Mitigate client impatience towards results Show value of SEO implementation to gain further support Minimize concerns of complex implementations starting with easiest actions Help you to establish a good coordination base for more complex implementation later on
  • 11. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Let’s go through some of the top Low Hanging Fruit to prioritize their assessment #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  • 12. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving the CTR of Top ranked pages #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  • 13. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For what popular, relevant terms are your pages already ranking well but have a low CTR? Identify to improve!
  • 14. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Non-Relevant Term for your Site Poor SERPs CTR Relevant Term for your Site Non-Relevant Ranked Page Content Cannibalization to fix between many similar/relevant pages Lack of content to be created for the query topic Non-Relevant / Unattractive Titles and Meta Descriptions to Optimize Relevant Ranked Page SERP features inclusion that you’re not leveraging but could There are some frequent scenarios that you can identify and fix more easily and quickly SERP features inclusion that you’re not leveraging but can’t use More ads inclusion that lower CTR Search intent satisfied directly in search results, generating a non-click High Priority Medium Priority No Priority
  • 15. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Which can have an important impact in your top queries CTR and ultimately, organic search traffic
  • 16. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify CTR opportunities for free w/ Search Analytics Add-On for Sheets importing metrics by device and page HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811
  • 17. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Segment per device & apply conditional color formatting to identify differences in queries & pages behavior
  • 18. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Get the terms for which you’re ranking in the top 10 already and have worse CTR with the highest impressions
  • 19. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2 You can also use this GDS Dashboard I shared to identify top queries CTR opportunities per page/device/country
  • 20. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 How to know if your CTR is poor? Take as a reference Advance Web Ranking CTR per device, industry, search features and query intent HTTPS://WWW.ADVANCEDWEBRANKING.COM/CTRSTUDY/
  • 21. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE & SEOTESTING.COM If you want to automate this process use tools like Ryte & SEOtesting.com that integrate with GSC and offer “CTR Opportunities” reports
  • 22. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify which are the meaningful terms that you 
 want to target ranking with the relevant page
  • 23. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Why the relevant pages for these important terms w/ 
 high potential have such a poor CTR? Let’s assess!
  • 24. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =IMPORTXML(B2,"//title") =IMPORTXML(B2,”//meta[@name=‘description’]/@content") =IMPORTXML(B2,"//h1") Verify how descriptive and long these pages’ 
 title tags, meta descriptions and H1s are…
  • 25. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SEARCH(search_for, text_to_search, [starting_at]) Validate if the title tag, meta description and H1 include the terms for which you want to rank
  • 26. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Are these Titles & Descriptions shown in ranked SERPs or are they being replaced by worse ones? Verify and compare in bulk with SEOWL Rewrite checker for free HTTPS://WWW.SEOWL.CO/TITLE-REWRITE-CHECKER/
  • 27. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SISTRIX … or with Sistrix for any of your ranked pages, where you can segment those queries w/ highest search volume and better rankings too
  • 28. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Google will show Headings now more instead of title tags when they are as or more descriptive and shorter!
  • 29. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Unfortunately, this change means a worse CTR for pages in some scenarios, as in those for which a call to action seen as not highly unique/ descriptive by Google is removed
  • 30. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Optimize them to become descriptive, attractive, but short avoiding replacement & improving CTR Before the Update After the Update Updated Title Tag
  • 31. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify SERPs inclusions opportunities vs. competitors scraping w/ IMPORTXML / IMPORTFROMWEB & XPATH
  • 32. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Get the ranked pages for those top queries with poor CTR to assess in Google sheets vs. competitors
  • 33. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain & assess SERPs titles & descriptions of best ranked pages, & see how they’re optimized vs. yours
  • 34. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, this remoters page show “part time” jobs too but this is not specified in the title nor the description, vs. the best ranked page, and its CTR (and potentially, ranking) could improve if it started to mention it…
  • 35. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Verify if these SERPs are including features like Featured Snippets or Carrousels that you can leverage
  • 36. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 You can identify these opportunities too by using tools like SEMrush w/ SERP features filtering for any site… SEMRUSH
  • 37. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Validate which of these have a higher impact in your search results that are relevant for your to leverage
  • 38. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Prioritize those actions that will improve your SERP visibility for highest impact queries with current content Poor SERPs CTR Non-Relevant / Unattractive Title Tags and Meta Descriptions to optimize Add a Table of Content / Index to generate Featured Snippet Include or fix structured data implementation to generate rich result Featured Snippet Rich Results Content generation in the relevant format News/Videos/etc. Carrousels SERP features inclusion that you’re not leveraging but could
  • 39. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 SITEBULB If you already have schema implemented but you’re not yet generating rich results: crawl, validate & fix using an SEO crawler like Sitebulb that allows to easily troubleshoot against Google requirements
  • 40. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 In the case of featured snippets, it’s about changing already existing content organization and structure…
  • 41. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … with very fast results if you’re already in one of the top positions for popular queries, like in this case
  • 42. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Which continues to rank and display correctly today!
  • 43. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify relevant popular terms with poor CTR that you want to target but you’re not ranking with right page
  • 44. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Validate if you should differentiate & optimize further, consolidate or create new content for better performance Differentiate and optimize the cannibalized pages content in case is relevant to keep them and target to different queries Create a new page with relevant content that address the query to be ranked Content cannibalization between many different relevant pages to fix Lack of content that should created for the specific search Consolidate the cannibalized pages in case the meant to be targeted queries are the same with similar content, whether 301 redirecting or canonicalizing to the best performing one
  • 45. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, the Remoters page that ranks for “remote only companies” despite not being focused on this query which is relevant to rank and has good popularity.. a new page could be created for it!
  • 46. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/ Identify these cannibalization issues with search console data using Hannah Rampton’s free Data Studio Explorer
  • 47. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE & SEOTESTING.COM .. or leverage paid tools features like Ryte’s & SEOtesting to identify those pages ranking for same queries
  • 48. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Selecting those that perform better to be kept, and 301- redirecting and merging those that are not
  • 49. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Monitor the impact by using SEO tests frameworks like Ryte or SEOtesting.com to track (& share) the outcome RYTE & SEOTESTING.COM
  • 50. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving internal linking of those pages that are almost ranking well to grow their popularity #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  • 51. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For queries for which you have more relevant content than the competition but with lower link popularity..
  • 52. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain the backlink data from the Google Search Console and Third-Party Tools, like SEMRush GOOGLE SEARCH CONSOLE & SEMRUSH
  • 53. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identifying those pages with backlinks triggering errors or erroneously redirecting to be fixed asap!
  • 54. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Obtain also internal linking data by using both Google Search Console & your own site crawls GOOGLE SEARCH CONSOLE, RYTE & SITEBULB
  • 55. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Integrate backlinks metrics with pages and queries using VLOOKUP+IFERROR functions in Google Sheets =IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”")
  • 56. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =IFERROR(VLOOKUP(B2,internallinks!$A$2:$J$2830,2,false),"") Do the same with internal links data to integrate in the same sheet than backlinks and rankings metrics
  • 57. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Identify the pages that aren’t yet in the best positions for popular queries, w/ poor internal links & backlinks
  • 58. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Start linking them from those pages with higher backlink popularity in a relevant way
  • 59. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improve internal linking to these pages with a secondary navigation system from different site areas
  • 60. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Monitoring search trends and content freshness to update their relevance.. and improve rankings #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  • 61. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 If we’ve learned something since last year, is that preferences and trends can change really fast… HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
  • 62. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 It’s critical to identify to keep the relevance of current content and expand reach for more traffic w/ new one Change of search behavior or search trend Update existing content to keep its relevance towards changing topics Create new content to answer more effectively to new search queries and reach more users HTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
  • 63. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 For example, what happened to me with the remote work trends piece that is updated every start of the year… Annual update of content New search behavior
  • 64. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 This page stopped ranking for a long tail of queries connected towards the main topic as it hadn’t been updated after the big remote work shift that happened in March last year..
  • 65. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 New Content Update Once it was updated to include the new Covid related information, its rankings and traffic improved again…
  • 66. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE You can identify clicks anomalies in Search Console automatically using tools like Ryte, that will also send alerts about them..
  • 67. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Set Google Analytics alerts to be notified 
 when organic search traffic trends drop… GOOGLE ANALYTICS CUSTOMS ALERTS
  • 68. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 … as well as rankings drops for targeted tracked queries with rank tracking tools like AWR ADVANCED WEB RANKING ALERTS
  • 69. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Manually validate to check change in impressions/ rankings/ctr between periods with Search Console
  • 70. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 =IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change") Use the IFS function in Google Sheets to compare to easily check if it has increased or decreased
  • 71. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Verify which popular relevant terms have dropped in impressions, CTR or rankings and analyze vs. content
  • 72. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Automate this by using tools like SEOtesting and Ryte too! RYTE AND SEOTESTING.COM
  • 73. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Avoid these drops proactively identifying the change in search behavior in your sector leveraging tools that offer new queries trends gathering industry data… SEOMONITOR TRENDS
  • 74. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 RYTE AND SEOTESTING.COM As well as by leveraging your own Search Console 
 Data looking for new queries searches!
  • 75. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Improving internal linking towards pages which are almost ranking at the top that lack popularity Improving CTR of pages already ranking in top 10 results Monitoring search trends to keep and recover relevance and freshness of content and rank better w/ it It’s about validating “low hanging fruit” that you’ll have chances to see results faster, w/ lowest of efforts! #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021
  • 76. #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 Thanks! Questions? #SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #WLSS 2021 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