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#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
SEO is continuously evolving and becoming


more complex
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s true that we have
now tools to help us
automate the SEO
process although
SEO is too complex
to entirely do it
HTTPS://WORDLIFT.IO/BLOG/EN/SEO-AUTOMATION/
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… we also now have tools to proactively monitor to identify
SEO f*ck ups…
CONTENTKING AND LITTLE WARDEN
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
But then somehow there are always #SEOhorrorStories!
HTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/THE-WORST-TECHNICAL-SEO-NIGHTMARES-AND-HOW-TO-AVOID-THEM
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Better
user search
experience
and higher
retention and
growth
Shift and
sophistication
in user search
behavior
Search
algorithm and
presentation
improvements
There are more resources but search is more sophisticated…
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Higher
SEO maturity
across most
profitable
industries
The
evolution of
Websites Tech
Stack (JS)
Growing
competition and
barriers to entry
…requiring more maturity to compete in a complex landscape
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This only makes the SEO process more difficult to execute…
and achieve results
You need
to be able to
influence change
and align
multidisciplinar
y efforts
You need to
be agile to
identify always
changing
opportunities
You need to
be fast and
consistent to
move faster than
competitors
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://TWITTER.COM/ALEYDA/STATUS/1371100587849355264
And it seems that
I’m not the only
one who thinks this
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s possible to minimize these challenges by also evolving our
SEO to be more competitive w/ 3 core characteristics
Be fast and agile
Influence to earn
support
Be consistent and
error free
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Let’s see how by leveraging


principles and frameworks


that can be applied to SEO
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Influence to earn Support?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
FAST SITE
SPEED
STRUCTURED


DATA THAT SPECIFIES
CONTENT
MEANING
BACKLINKS INTERNAL LINKS
MULTIDEVICE
FRIENDLY
INDEXABLE
CONTENT
AUDIENCE
SEARCH
BEHAVIOR
RELEVANT,
COMPREHENSIVE TEXT,
VIDEO & IMAGE
CONTENT THAT
FULFILLS SEARCH
INTENT
CRAWLABLE
NAVIGATION &
CONTENT
SECURE
WEBSITE
NO INTRUSIVE
AND STABLE
LAYOUT
CONTENT EXPERTISE,
AUTHORITATIVENESS,
TRUSTWORTHINESS
PR/SOCIAL/CONTENT MARKETING
CONTENT STRATEGY/COPYWRITING/
CONTENT MARKETING/WEB
DEVELOPMENT
WEB DESIGN/WEB
DEVELOPMENT/DEVOPS
AUDIENCE RESEARCH / MEASUREMENT
POPULARITY
RELEVANCE
CRAWLABILITY & INDEXABILITY
On one hand, our recommendations impact and need the
alignment and support of many other areas for execution…
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
…on the other,
SEO needs
resources approval
from decision
makers who don’t
understand
technicalities but
about revenue
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s hard. We’ve all
been there!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use Robert Cialdiani’s 7th principle of
influence, “unity” to gain support across
areas and by decision makers
….
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Cialdiani’s is a highly respected psychologist and best selling
author, that established 6 initial principles for persuasion
HTTPS://CXL.COM/BLOG/CIALDINIS-PRINCIPLES-PERSUASION/
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://CXL.COM/BLOG/CIALDINI-UNITY/
… he then added a
7th principle: Unity,
which is sense of
belonging. Use it to
influence change &
gain support, via the
most important
aspect we all share
and look to: goals
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Establish your SEO goals by following a top-to-down
approach to connect and “unify" them to business ones
COMMUNICATION SOFTWARE COMPANY
Biz Goals


[What Decision
Makers care
About]
INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE
PROFESSIONALS
INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL
CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS
GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS
SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND
PRODUCTS PAGES
….
SEO goals


[What SEOs care about]
TAKE INTO TOP 3 POSITIONS OF CURRENT
TOP 10 FOR MID-BOTTOM OF THE FUNNEL
QUERIES TARGETED BY SOFTWARE
LISTINGS AND COMPARISONS PAGES


TAKE INTO TOP 10
PILLAR PAGES OF
COMMS SOFTWARE
FOR REMOTE
PROFESSIONALS
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… this will allow you to show the impact that your SEO goals
will have to the business ones, & why you need support
COMMUNICATION SOFTWARE COMPANY
Biz Goals


[What Decision
Makers care
About]
SEO goals


[What SEOs care about]
INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE
PROFESSIONALS
INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL
CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS
GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS
SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND
PRODUCTS PAGES
TAKE INTO TOP 3 POSITIONS OF CURRENT
TOP 10 FOR MID-BOTTOM OF THE FUNNEL
QUERIES TARGETED BY SOFTWARE
LISTINGS AND COMPARISONS PAGES


TAKE INTO TOP 10
PILLAR PAGES OF
COMMS SOFTWARE
FOR REMOTE
PROFESSIONALS
….
1. YOU’RE TRYING TO GET THIS
2. TO OBTAIN THIS!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS
INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE
FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS
….
The top-to-down goals should be also applied to other areas to
establish shared goals, showing why you need to collaborate
TOP-TO-DOWN SEO GOALS
Biz Goals


[What Decision
Makers care
About]
SEO goals


[What SEOs care about]
TOP-TO-DOWN CONTENT GOALS
INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS
IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT
ORGANIC SEARCH TRAFFIC BY 250%
INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE
FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS
GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE
LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES
TAKE INTO TOP 3 POSITIONS OF CURRENT TOP
10 FOR MID-BOTTOM OF THE FUNNEL QUERIES
TARGETED BY SOFTWARE LISTINGS AND
COMPARISONS PAGES


TAKE INTO TOP 10
PILLAR PAGES OF COMMS
SOFTWARE FOR REMOTE
PROFESSIONALS
IMPROVE KEY REMOTE WORK USER
JOURNEY CONTENT SOCIAL TRAFFIC BY 50%
Content goals


[What the Content
team cares about]
….
IMPROVE KEY REMOTE WORK
USER JOURNEY CONTENT
ENGAGEMENT BY 50%
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Whenever asking for resources or support use the


unified goals to talk about what they actually care about
WITH DECISION MAKERS WITH OTHER AREAS [EG. CONTENT]
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Also remember to
not only ask for
support and
resources, but also
share with them
your “unified”
results making all
involved areas part
of the wins too
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Validate your SEO goals by using the SMARTER principles,


to ensure impact, meaningfulness & easier communication
SMARTER
Specific


[Significant]
Measurable


[Meaningful]
Attainable


[Action


Oriented]
Relevant


[Rewarding]
Time-Bound


[Trackable]
Evaluated


[Ethical]
Reviewed


[Rewarding]
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
“Grow 250% commercial organic search traffic by taking top
10 to 3 positions mid+bottom funnel queries in 1 year”
Specific [Significant]: Will allow to achieve the desired business goals (+150% sales)


Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked


Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year)


Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals


Time-Bound [Trackable]: It should be achieved during a specific time (1 year)


Evaluated [Ethical]: Its evolution will be assessed at the end of each month


Reviewed [Rewarding]: Its activities will be reviewed based on their impact
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Run different forecast scenarios to verify attainability


(and different ways to achieve) your SMARTER goals
SEOMONITOR
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Do you want to develop the forecasts from scratch yourself?
Take a look at these excellent resources!
HTTPS://MOZ.COM/BLOG/SEO-FORECASTING-IN-GOOGLE-SHEETS
HTTPS://ERUDITE.AGENCY/INSIGHTS/FORECASTING-FOR-SEO-
CREATING-EXPECTATION-AND-SHOWING-RETURN-ON-INVESTMENT/
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
In your communications use the “Genchi
Genbutsu” principle to gain support by
allowing others to “see for themselves”
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
The “Genchi Genbutsu”
principle means “go and
see… To understand a
situation one needs to
observe what is
happening at the site
where work actually
takes place”
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use it to gain support, when building a case or
recommending, like requesting budget to decision makers
SHOW THE SERPS AND HOW THE
OTHER PLAYER PAGE IS GETTING
THE TRAFFIC! SHOW HOW MUCH
THE TRAFFIC COSTS TOO
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… if you’re talking with decision makers, always show the
impact to the bottom line of not being optimized
SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED
CATEGORIES COMPARING WITH OPTIMIZED ONES
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Influence to earn Support!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be fast and agile?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
You have limited resources within a restrictive timeline to
release way too many changes! What do you do?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use the Eisenhower matrix, a productivity framework to
prioritize tasks by categorizing using urgency and importance
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
IMPACT
EFFORT
1.


To Execute


Now
Don’t
Do
2.


To Assess


&
Prioritize
2.


To Assess


&
Prioritize
To maximize your SEO productivity use the same principle to
prioritize your SEO activities based on impact and effort
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
IMPACT
EFFORT
1.


To Execute


Now
Don’t
Do
2.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO Processes
To Assess


&
Prioritize
2.


To Assess


&
Prioritize
Assess and prioritize those with high impact/high effort


and low impact/low effort
Recommendation Impact [1-10] Effort [0-10] To Prioritize Higher
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
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
What happens when you have activities that seem to have
similar effort and impact?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://FS.BLOG/2016/04/SECOND-ORDER-THINKING/
Use second-order thinking to select the one that will ultimately
have more positive implications towards goals achievement
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
What will be the task
ultimate impact towards
the site functionality
and business beyond
SEO? Choose that with
the most positive one, it
will allow you to gain
easier support too
HTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/SEO-PRODUCT-TRIANGLE/
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Remember the R of smarter goals! These and the activities


tied with them should be reviewed every month…
SMARTER
Specific


[Significant]
Measurable


[Meaningful]
Attainable


[Action


Oriented]
Relevant


[Rewarding]
Time-Bound


[Trackable]
Evaluated


[Ethical]
Reviewed


[Rewarding]
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
How are your activities impacting goals? Are they still “making
the boat to go faster”? Do they need to be updated?
HTTPS://WWW.YOUTUBE.COM/WATCH?V=Q_CSUBQYKZI
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This will allow you to
change what is not
impactful anymore and
identify opportunities to
leverage
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be fast and agile!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be consistent and error free?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
No SEO process can
be successful without
effectively managing
time, quality, and
budget, which is why
we need to integrate
Project Management
principles while
avoiding bureaucracy
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://WWW.IPMA.WORLD/5WS-1H-A-TECHNIQUE-TO-IMPROVE-PROJECT-MANAGEMENT-EFFICIENCIES/
Start by asking the 5Ws
(and the H) that should
be answered by every
project that manage
efficiencies when
planning and executing
activities
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Answer the 5Ws and H in each of your SEO recommendations,
facilitating actionability and prioritization
WHAT IS IT ABOUT
WHY IS IT IMPORTANT
HOW IT SHOULD BE IDEALLY
WHO SHOULD IMPLEMENT
WHERE HAS IT BEEN FOUND
1. RECOMMENDATIONS TO IMPROVE X
WHY IS IT IMPORTANT?
HOW DOES IT AFFECT THE SITE RANKINGS?
WHERE HAS BEEN FOUND AND IS GENERATED?
Screen
shot
SCENARIO 1
HOW CAN IT BE FIXED?
Screen
shot
SCENARIO 1
Screen
shot
SEO
Effect
Affected
Areas
Business
Importance
Optimization
Status
Execution
Difficulty
Required
resources
Priority
High Paginations Medium Low Low Technical High
WHEN SHOULD IT BE DONE
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDING
SUPPORT
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
PAGE
PERSON IN
CHARGE
IMPLEMENTA
TION DATE
LAUNCHING
DATE
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES
THAT GENERATE CONTENT
DUPLICATION
INTERNAL
SEARCH RESULT
PAGES
HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2021 15/08/2021
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2021 30/08/2021
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2021 15/09/2021
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2021 30/09/2021
WHAT WHY
WHERE WHO WHEN
HOW
… use the 5Ws and H to plan and coordinate the


SEO activities effective execution and progress
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Use the RACI model to establish the SEO process
responsibilities & who you’ll need to coordinate with
RACI
Who is RESPONSIBLE
for the job?
Who is ACCOUNTABLE for final
decisions and ultimate ownership?
Who is CONSULTED before a
decision or action is taken?
Who is INFORMED that the
decision or action has been taken?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Establish and agree on
minimum viable
requirements


to accept the
implemented tasks as
“done” for which you can
use agile’s User Stories
to specify what you need
to get done
HTTPS://WWW.ATLASSIAN.COM/AGILE/PROJECT-MANAGEMENT/USER-STORIES
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Define and agree on a communications protocol to avoid
“missing” important information
WHAT WHERE WHEN WHO
Non-Urgent, Non-Complex


SEO Tasks Coordination
Jira On-going YODA, LEIA, REY
Non-Urgent SEO Tasks Clarification Slack On-going YODA, LEIA, REY
Urgent and complex SEO Tasks
Coordination
Zoom On-demand, within 24h YODA, LEIA, REY
SEO Tasks planning and review Zoom Every two weeks YODA, LEIA, REY
…. …. … …
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
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
VALIDATION
MONITORING
MENTIONS & BACKLINKS ALERTS MENTIONS/BACKLINKS TOOLS
WEBSITE SEARCH CRAWLING ISSUES ALERTS 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
SPAM OR MANUAL ACTIONS ALERTS GOOGLE SEARCH CONSOLE
HEALTHY SEO FRAMEWORK
Set a “healthy SEO” framework within the company with
manual and automated workflows to avoid errors & friction
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Establishing an SEO evangelization program to improve SEO
understanding across teams by doing trainings…
๏ Personalize training to each team


๏ Add relevant company’s examples


๏ Don’t blame, acknowledge is team effort


๏ Record and show to every team member
when onboarding


๏ Do monthly Q&As with relevant teams
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING
Developing consistent
SEO checklists to be
used across teams
whenever there’s a
change on the Website…
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
Implementing automated
workflows within the Web
platform to follow SEO
best practices that are
doable to automate, and
facilitate the validation
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
FIX
ON-GOING SEO
VALIDATION: OK?
Agreeing on a validation workflow before


and after releasing any change
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
RYTE & SITEBULB
Setting Recurring SEO Automated Validations


Pre & Post Web Releases with scheduled crawls
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
LITTLE WARDEN & CONTENTKING
Enabling automated monitoring w/ alerts for configuration


or content changes to be delivered to PM system…
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
RYTE, SEOMONITOR AND GOOGLE ANALYTICS
… As well as Web rankings and traffic changes alerts
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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?
Take into consideration “What If’s” scenarios, establishing
actions within a timeline to be followed in case something fails!
YES
NO
FIX IN LESS
24H
REVERSE
IMPLEMENTATION
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Be consistent and error free!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
A lot of work?
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
This makes it worthy! especially in complex scenarios…
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
… showing also the impact to the bottom line!
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
SEO is continuously evolving and becoming


more complex, but we can shift accordingly
to thrive as SEO specialists
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
It’s about minimizing SEO challenges by also evolving our
SEO work to be more competitive w/ 3 core characteristics
Be fast and agile
Influence to earn
support
Be consistent and
error free
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
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
#SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
Thanks! Questions?

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Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO Processes

  • 1. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 2. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST SEO is continuously evolving and becoming 
 more complex
  • 3. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST It’s true that we have now tools to help us automate the SEO process although SEO is too complex to entirely do it HTTPS://WORDLIFT.IO/BLOG/EN/SEO-AUTOMATION/
  • 4. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST … we also now have tools to proactively monitor to identify SEO f*ck ups… CONTENTKING AND LITTLE WARDEN
  • 5. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST But then somehow there are always #SEOhorrorStories! HTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/THE-WORST-TECHNICAL-SEO-NIGHTMARES-AND-HOW-TO-AVOID-THEM
  • 6. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Better user search experience and higher retention and growth Shift and sophistication in user search behavior Search algorithm and presentation improvements There are more resources but search is more sophisticated…
  • 7. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Higher SEO maturity across most profitable industries The evolution of Websites Tech Stack (JS) Growing competition and barriers to entry …requiring more maturity to compete in a complex landscape
  • 8. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST This only makes the SEO process more difficult to execute… and achieve results You need to be able to influence change and align multidisciplinar y efforts You need to be agile to identify always changing opportunities You need to be fast and consistent to move faster than competitors
  • 9. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST HTTPS://TWITTER.COM/ALEYDA/STATUS/1371100587849355264 And it seems that I’m not the only one who thinks this
  • 10. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST It’s possible to minimize these challenges by also evolving our SEO to be more competitive w/ 3 core characteristics Be fast and agile Influence to earn support Be consistent and error free
  • 11. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Let’s see how by leveraging 
 principles and frameworks 
 that can be applied to SEO
  • 12. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Influence to earn Support? #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 13. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST FAST SITE SPEED STRUCTURED DATA THAT SPECIFIES CONTENT MEANING BACKLINKS INTERNAL LINKS MULTIDEVICE FRIENDLY INDEXABLE CONTENT AUDIENCE SEARCH BEHAVIOR RELEVANT, COMPREHENSIVE TEXT, VIDEO & IMAGE CONTENT THAT FULFILLS SEARCH INTENT CRAWLABLE NAVIGATION & CONTENT SECURE WEBSITE NO INTRUSIVE AND STABLE LAYOUT CONTENT EXPERTISE, AUTHORITATIVENESS, TRUSTWORTHINESS PR/SOCIAL/CONTENT MARKETING CONTENT STRATEGY/COPYWRITING/ CONTENT MARKETING/WEB DEVELOPMENT WEB DESIGN/WEB DEVELOPMENT/DEVOPS AUDIENCE RESEARCH / MEASUREMENT POPULARITY RELEVANCE CRAWLABILITY & INDEXABILITY On one hand, our recommendations impact and need the alignment and support of many other areas for execution…
  • 14. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST …on the other, SEO needs resources approval from decision makers who don’t understand technicalities but about revenue
  • 15. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST It’s hard. We’ve all been there!
  • 16. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Use Robert Cialdiani’s 7th principle of influence, “unity” to gain support across areas and by decision makers ….
  • 17. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Cialdiani’s is a highly respected psychologist and best selling author, that established 6 initial principles for persuasion HTTPS://CXL.COM/BLOG/CIALDINIS-PRINCIPLES-PERSUASION/
  • 18. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST HTTPS://CXL.COM/BLOG/CIALDINI-UNITY/ … he then added a 7th principle: Unity, which is sense of belonging. Use it to influence change & gain support, via the most important aspect we all share and look to: goals
  • 19. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Establish your SEO goals by following a top-to-down approach to connect and “unify" them to business ones COMMUNICATION SOFTWARE COMPANY Biz Goals 
 [What Decision Makers care About] INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES …. SEO goals 
 [What SEOs care about] TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS
  • 20. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST … this will allow you to show the impact that your SEO goals will have to the business ones, & why you need support COMMUNICATION SOFTWARE COMPANY Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS!
  • 21. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS …. The top-to-down goals should be also applied to other areas to establish shared goals, showing why you need to collaborate TOP-TO-DOWN SEO GOALS Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] TOP-TO-DOWN CONTENT GOALS INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ORGANIC SEARCH TRAFFIC BY 250% INCREASE 300% TRAFFIC & 50% CONVERSIONS OF MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT SOCIAL TRAFFIC BY 50% Content goals 
 [What the Content team cares about] …. IMPROVE KEY REMOTE WORK USER JOURNEY CONTENT ENGAGEMENT BY 50%
  • 22. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Whenever asking for resources or support use the 
 unified goals to talk about what they actually care about WITH DECISION MAKERS WITH OTHER AREAS [EG. CONTENT]
  • 23. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Also remember to not only ask for support and resources, but also share with them your “unified” results making all involved areas part of the wins too
  • 24. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Validate your SEO goals by using the SMARTER principles, 
 to ensure impact, meaningfulness & easier communication SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
  • 25. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST “Grow 250% commercial organic search traffic by taking top 10 to 3 positions mid+bottom funnel queries in 1 year” Specific [Significant]: Will allow to achieve the desired business goals (+150% sales) Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year) Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals Time-Bound [Trackable]: It should be achieved during a specific time (1 year) Evaluated [Ethical]: Its evolution will be assessed at the end of each month Reviewed [Rewarding]: Its activities will be reviewed based on their impact
  • 26. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Run different forecast scenarios to verify attainability 
 (and different ways to achieve) your SMARTER goals SEOMONITOR
  • 27. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Do you want to develop the forecasts from scratch yourself? Take a look at these excellent resources! HTTPS://MOZ.COM/BLOG/SEO-FORECASTING-IN-GOOGLE-SHEETS HTTPS://ERUDITE.AGENCY/INSIGHTS/FORECASTING-FOR-SEO- CREATING-EXPECTATION-AND-SHOWING-RETURN-ON-INVESTMENT/
  • 28. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST In your communications use the “Genchi Genbutsu” principle to gain support by allowing others to “see for themselves”
  • 29. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST The “Genchi Genbutsu” principle means “go and see… To understand a situation one needs to observe what is happening at the site where work actually takes place”
  • 30. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Use it to gain support, when building a case or recommending, like requesting budget to decision makers SHOW THE SERPS AND HOW THE OTHER PLAYER PAGE IS GETTING THE TRAFFIC! SHOW HOW MUCH THE TRAFFIC COSTS TOO
  • 31. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST … if you’re talking with decision makers, always show the impact to the bottom line of not being optimized SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED CATEGORIES COMPARING WITH OPTIMIZED ONES
  • 32. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Influence to earn Support! #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 33. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Be fast and agile? #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 34. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST You have limited resources within a restrictive timeline to release way too many changes! What do you do?
  • 35. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Use the Eisenhower matrix, a productivity framework to prioritize tasks by categorizing using urgency and importance
  • 36. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize To maximize your SEO productivity use the same principle to prioritize your SEO activities based on impact and effort
  • 37. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2.
  • 39. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize Assess and prioritize those with high impact/high effort 
 and low impact/low effort Recommendation Impact [1-10] Effort [0-10] To Prioritize Higher 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
  • 40. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST What happens when you have activities that seem to have similar effort and impact?
  • 41. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST HTTPS://FS.BLOG/2016/04/SECOND-ORDER-THINKING/ Use second-order thinking to select the one that will ultimately have more positive implications towards goals achievement
  • 42. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST What will be the task ultimate impact towards the site functionality and business beyond SEO? Choose that with the most positive one, it will allow you to gain easier support too HTTPS://WWW.ALEYDASOLIS.COM/EN/SEARCH-ENGINE-OPTIMIZATION/SEO-PRODUCT-TRIANGLE/
  • 43. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Remember the R of smarter goals! These and the activities 
 tied with them should be reviewed every month… SMARTER Specific 
 [Significant] Measurable 
 [Meaningful] Attainable 
 [Action 
 Oriented] Relevant 
 [Rewarding] Time-Bound 
 [Trackable] Evaluated 
 [Ethical] Reviewed 
 [Rewarding]
  • 44. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST How are your activities impacting goals? Are they still “making the boat to go faster”? Do they need to be updated? HTTPS://WWW.YOUTUBE.COM/WATCH?V=Q_CSUBQYKZI
  • 45. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST This will allow you to change what is not impactful anymore and identify opportunities to leverage
  • 46. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Be fast and agile! #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 47. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Be consistent and error free? #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 48. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST No SEO process can be successful without effectively managing time, quality, and budget, which is why we need to integrate Project Management principles while avoiding bureaucracy
  • 49. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST HTTPS://WWW.IPMA.WORLD/5WS-1H-A-TECHNIQUE-TO-IMPROVE-PROJECT-MANAGEMENT-EFFICIENCIES/ Start by asking the 5Ws (and the H) that should be answered by every project that manage efficiencies when planning and executing activities
  • 50. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Answer the 5Ws and H in each of your SEO recommendations, facilitating actionability and prioritization WHAT IS IT ABOUT WHY IS IT IMPORTANT HOW IT SHOULD BE IDEALLY WHO SHOULD IMPLEMENT WHERE HAS IT BEEN FOUND 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High WHEN SHOULD IT BE DONE
  • 51. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2021 15/08/2021 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2021 30/08/2021 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2021 15/09/2021 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2021 30/09/2021 WHAT WHY WHERE WHO WHEN HOW … use the 5Ws and H to plan and coordinate the 
 SEO activities effective execution and progress
  • 52. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Use the RACI model to establish the SEO process responsibilities & who you’ll need to coordinate with RACI Who is RESPONSIBLE for the job? Who is ACCOUNTABLE for final decisions and ultimate ownership? Who is CONSULTED before a decision or action is taken? Who is INFORMED that the decision or action has been taken?
  • 53. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Establish and agree on minimum viable requirements 
 to accept the implemented tasks as “done” for which you can use agile’s User Stories to specify what you need to get done HTTPS://WWW.ATLASSIAN.COM/AGILE/PROJECT-MANAGEMENT/USER-STORIES
  • 54. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Define and agree on a communications protocol to avoid “missing” important information WHAT WHERE WHEN WHO Non-Urgent, Non-Complex 
 SEO Tasks Coordination Jira On-going YODA, LEIA, REY Non-Urgent SEO Tasks Clarification Slack On-going YODA, LEIA, REY Urgent and complex SEO Tasks Coordination Zoom On-demand, within 24h YODA, LEIA, REY SEO Tasks planning and review Zoom Every two weeks YODA, LEIA, REY …. …. … …
  • 55. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST 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 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 VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS MENTIONS/BACKLINKS TOOLS WEBSITE SEARCH CRAWLING ISSUES ALERTS 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 SPAM OR MANUAL ACTIONS ALERTS GOOGLE SEARCH CONSOLE HEALTHY SEO FRAMEWORK Set a “healthy SEO” framework within the company with manual and automated workflows to avoid errors & friction
  • 56. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Establishing an SEO evangelization program to improve SEO understanding across teams by doing trainings… ๏ Personalize training to each team ๏ Add relevant company’s examples ๏ Don’t blame, acknowledge is team effort ๏ Record and show to every team member when onboarding ๏ Do monthly Q&As with relevant teams
  • 57. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/1LGC9RXURRTV2K0ZSCKH1CIREQ9E9RP7-04K1WNVIKHG/EDIT?USP=SHARING Developing consistent SEO checklists to be used across teams whenever there’s a change on the Website…
  • 58. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST 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 Implementing automated workflows within the Web platform to follow SEO best practices that are doable to automate, and facilitate the validation
  • 59. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST 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 FIX ON-GOING SEO VALIDATION: OK? Agreeing on a validation workflow before 
 and after releasing any change
  • 60. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST RYTE & SITEBULB Setting Recurring SEO Automated Validations 
 Pre & Post Web Releases with scheduled crawls
  • 61. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST LITTLE WARDEN & CONTENTKING Enabling automated monitoring w/ alerts for configuration 
 or content changes to be delivered to PM system…
  • 62. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST RYTE, SEOMONITOR AND GOOGLE ANALYTICS … As well as Web rankings and traffic changes alerts
  • 63. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST 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? Take into consideration “What If’s” scenarios, establishing actions within a timeline to be followed in case something fails! YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION
  • 64. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Be consistent and error free! #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 65. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST A lot of work? #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST
  • 66. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST This makes it worthy! especially in complex scenarios…
  • 67. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST … showing also the impact to the bottom line!
  • 68. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST SEO is continuously evolving and becoming 
 more complex, but we can shift accordingly to thrive as SEO specialists
  • 69. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST It’s about minimizing SEO challenges by also evolving our SEO work to be more competitive w/ 3 core characteristics Be fast and agile Influence to earn support Be consistent and error free
  • 70. #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST 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 #SEOSUCCESS BY @ALEYDA FROM #ORAINTI AT #WTSFEST Thanks! Questions?