The document discusses best practices for conducting successful web migrations from an SEO perspective. It recommends thoroughly auditing the current site to identify all pages, their importance and technical attributes. Rules should be set to determine how each page will migrate, such as redirects, new content or pruning. A testing phase is important to validate all pages migrate as intended before public launch. The goal is to retain traffic, rankings and links through the transition.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...LazarinaStoyanova
In this talk, given for SEO Mastery Summit 2022, I:
- propose a continuous improvement planning approach for web architecture
- highlight the importance of goal-driven site architecture planning
- highlight the relationship between site goals, user personas, and search intent
- demonstrate ways of considering search intent in both page planning and structure planning
- highlight the benefits of having an intent-driven website architecture
- highlight different ways to troubleshoot for intent mismatch
- recommend some further reading to get set you on a path of success ✨
If you want to read the talk write-up, head over to: https://lazarinastoy.com/building-a-search-intent-driven-website-architecture/
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
SEO For Marketplaces: Overcoming Technical Challenges #WTSFestAleyda Solís
How to optimize marketplaces, e-commerce or inventory driven Websites? In this presentation you have actionable tips to improve the most common technical related issues of marketplaces sites.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
How to Win SEO in Complex Web Migrations Scenarios #YoastConAleyda Solís
In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.
Winning SEO when doing Web Migrations #SEO4LifeAleyda Solís
How to effectively migrate your site in complex scenarios without losing your rankings and traffic? Like when doing a rebrand? Take a look at the steps to follow and tools to use to validate your Web migration from an SEO perspective.
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...LazarinaStoyanova
In this talk, given for SEO Mastery Summit 2022, I:
- propose a continuous improvement planning approach for web architecture
- highlight the importance of goal-driven site architecture planning
- highlight the relationship between site goals, user personas, and search intent
- demonstrate ways of considering search intent in both page planning and structure planning
- highlight the benefits of having an intent-driven website architecture
- highlight different ways to troubleshoot for intent mismatch
- recommend some further reading to get set you on a path of success ✨
If you want to read the talk write-up, head over to: https://lazarinastoy.com/building-a-search-intent-driven-website-architecture/
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
SEO For Marketplaces: Overcoming Technical Challenges #WTSFestAleyda Solís
How to optimize marketplaces, e-commerce or inventory driven Websites? In this presentation you have actionable tips to improve the most common technical related issues of marketplaces sites.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
The takeaway:
1. Why/What/How of hreflang
2. Some examples of practical application
3. Canonical VS hreflang
4. Common hreflang mistakes
5. Is hreflang a ranking factor?
How to convince even the pickiest editors to take SEO more seriously :: brigh...Ian Helms
Let's face it: Editorial teams may not prioritize SEO, but it's an essential aspect of online content creation. Editorial teams are under constant pressure to produce timely and relevant content, often overlooking the long-term benefits of search-friendly, evergreen articles. While breaking news and current events are crucial for driving immediate traffic, organic-focused content can provide long-term value by continuously attracting visitors through search engines. During this presentation, Ian will share his historical experience working with editorial teams and how he successfully incorporates SEO into their workflow. You'll learn how they address common pain points and use data to generate enthusiasm for organic search.
How to Win SEO in Complex Web Migrations Scenarios #YoastConAleyda Solís
In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.
Winning SEO when doing Web Migrations #SEO4LifeAleyda Solís
How to effectively migrate your site in complex scenarios without losing your rankings and traffic? Like when doing a rebrand? Take a look at the steps to follow and tools to use to validate your Web migration from an SEO perspective.
The Ultimate SEO Guide for Successful Web Migrations at #DigitalOlympusAleyda Solís
How to make sure that you don't only avoid missing but actually improving your organic search visibility and traffic during a Web migration? Check out these steps, criteria and tools.
The SEO Guide for Successful Web migrations #EUSearchConAleyda Solís
How to avoid losing traffic, and most importantly, keep your old rankings in a Web migration scenario? Take a look at these steps, tools and criteria to take into consideration.
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
Winning in a Mobile Search World #SearchStarsSEAleyda Solís
Learn how to win SEO in a mobile first search world: from technical validation, to content optimisation & AMP. Learn what you can do to maximize your results.
Winning in a Mobile Search World #LearnInboundAleyda Solís
Search is now mobile driven: How can you optimize and maximize your site results with it? Here are criteria, guidelines and tools to use for a mobile-first SEO process.
Aleyda Solis — SEO for Marketplaces and e-Commerce WebsitesSemrush
These slides were presented at the SEMrush webinar "5 Hours of SEO | SEO for Marketplaces and e-Commerce Websites". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-seo-or-seo-for-marketplaces-and-e-commerce-websites/
When Your Inventory Changes: SEO Tips For Changing Product Pages Aleyda Solís
How can you optimize your products URLs to make the most out of them from a search and conversion perspective while avoiding the most common lifecycle issues of your inventory? Take a look!
Mobile-First SEO: The SEO Specialist Edition #SEOandLoveAleyda Solís
How to refocus an SEO process to become mobile first? Check out the steps, criteria and tools that SEO specialists can use for a Mobile First SEO process.
If a university was a country, it would last about a week before breaking apart in civil war. Think about it.
• A university has a large population
• Is highly diverse.
• Is geographically distributed.
• Has lots of stakeholders and specialist interest groups.
So, short of calling out the troops, what can you do to get everyone acting in a unified way online?
The answer lies in recognising that professionalism in Web Governance must keep pace with online ambition.
In the first instance, this means adopting a more sophisticated top-down model of online management.
And second, it means investing in better bottom-up supports for staff, to help them maintain quality.
In this presentation we examine both of these approaches in more detail.
Developing SEO audits that maximize growth #dmssconferenceAleyda Solís
Learn how to target your SEO audit to avoid the most common pitfalls while targeting it to be strategical, actionable, prioritized and continuous to maximize your SEO growth.
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...Aleyda Solís
Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:
* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeachAleyda Solís
Aprende a gestionar proyectos SEO complejos de forma exitosa siguiendo principios de gestión de proyectos:
1. Influenciando para obtener apoyo a actividades SEO
2. Rapidez y agilidad para ejecutar y aprovechar oportunidades
3. Ejecutando de forma efectiva y consistente para construir en vez de cazar errores
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
Cost Effective Multilingual Content Optimization in An International SEO ProcessAleyda Solís
How to optimize your content in an international / Multilingual SEO process? Take a look at the criteria to take into consideration and tips to maximize results.
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejosAleyda Solís
¿Cómo alcanzar el éxito SEO en entornos complejos? En esta presentación comparto métodos, flujos de trabajo y criterios a tomar en cuenta al gestionar el proceso SEO para alcanzar resultados.
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetupAleyda Solís
In this presentation I go through the main challenges when becoming a remote based SEO professional, and how to overcome them when working as a consultant.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Winning SEO when doing Web Migrations #SMSSYD19
1. #webmigrations at #smssyd19 by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #smssyd19 by @aleyda from @orainti
The Australian 2019 Edition
Winning
SEO when
doing Web
Migrations
2. #webmigrations at #smssyd19 by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #smssyd19 by @aleyda from @orainti
The Australian 2019 Edition
Winning
SEO when
doing Web
Migrations
3. #webmigrations at #smssyd19 by @aleyda from @orainti
Moving sites, like
moving houses,
can be painful
#webmigrations at #smssyd19 by @aleyda from @orainti
4. #webmigrations at #smssyd19 by @aleyda from @orainti
Both require a lot of work…
You want
to take your
belongings with you
without leaving,
breaking, losing
anything
important
You want to
update your details,
to refer and be found
in your new
address
You want to
correctly reorganize
your belongings in
your new location
fast
#webmigrations at #smssyd19 by @aleyda from @orainti
5. #webmigrations at #smssyd19 by @aleyda from @orainti
…that can be shockingly similar, right?
You want
to take your
belongings with you
without leaving,
breaking, losing
anything
important
You want to
update your details,
to refer and be found
in your new
address
You want to
correctly reorganize
your belongings in
your new location
fast
URLS 301-REDIRECT URLS
LINKS & CONFIGURATION
UPDATE
#webmigrations at #smssyd19 by @aleyda from @orainti
6. #webmigrations at #smssyd19 by @aleyda from @orainti
Without proper SEO planning & validation Web
migrations can have terrible consequences
BEFORE AFTER
7. #webmigrations at #smssyd19 by @aleyda from @orainti
Like when you move and forget to label all the
boxes and then can’t find your toilet paper
#webmigrations at #smssyd19 by @aleyda from @orainti
8. #webmigrations at #smssyd19 by @aleyda from @orainti
Although losing
your organic
traffic after a Web
migration is a
potentially more
business critical
situation and is
also shockingly
common
#webmigrations at #yoastcon by @aleyda from @oraintihttps://www.sistrix.com/blog/indexwatch-the-top-100-seo-losers-of-2018/
9. #webmigrations at #smssyd19 by @aleyda from @orainti
However, both can be exciting if you’re
moving to a better place…
#webmigrations at #smssyd19 by @aleyda from @orainti
10. #webmigrations at #smssyd19 by @aleyda from @orainti
Like when you take
the opportunity to
throw what you
don’t need and
better organize
your clothes in a
bigger closet
#webmigrations at #smssyd19 by @aleyda from @orainti
11. #webmigrations at #smssyd19 by @aleyda from @orainti
Or when you improve your site optimization for
better results when doing the Web migration
12. #webmigrations at #smssyd19 by @aleyda from @orainti
Over the years I’ve found is mostly about tackling
these common reasons for Web migration failures
Lack of a
clear Web
migration
goal
Lack of
Flexibility to
make changes
Lack of
support to
make
changes
Leaving
Important
Pages out
Migrating
pages
erroneously
Moving to
non-optimized
new pages
destinations
13. #webmigrations at #smssyd19 by @aleyda from @orainti
Notice how half of these are not technical related
but have to do with appropriate project planning
Lack of a
clear Web
migration
goal
Lack of
Flexibility to
make changes
Lack of
support to
make
changes
Leaving
Important
Pages out
Migrating
pages
erroneously
Moving to
non-optimized
new pages
destinations
14. #webmigrations at #smssyd19 by @aleyda from @orainti
And how the technical related ones will tend
to intensify with big Websites
Lack of a
clear Web
migration
goal
Lack of
Flexibility to
make changes
Lack of
support to
make
changes
Leaving
Important
Pages out
Migrating
pages
erroneously
Moving to
non-optimized
new pages
destinations
15. #webmigrations at #smssyd19 by @aleyda from @orainti
I’m not Marie Kondo
but today I’ll show
you how to avoid
them and make your
Web migrations to
spark joy
#webmigrations at #smssyd19 by @aleyda from @orainti
16. #webmigrations at #smssyd19 by @aleyda from @orainti
Start by identifying
your moving goal,
feasibility and
scope to support
the process
accordingly
#webmigrations at #smssyd19 by @aleyda from @orainti
17. #webmigrations at #smssyd19 by @aleyda from @orainti
What are you looking to achieve
with the Web Migration?
Redesign
Move to
HTTPS
Rebrand
Web
Consolidation
18. #webmigrations at #smssyd19 by @aleyda from @orainti
Redesign
Move to
HTTPS
Rebrand
Web
Consolidation
The migration will become more complex to
support depending on the required move
Same URLs
Same Domain
Different Domains
19. #webmigrations at #smssyd19 by @aleyda from @orainti
Redesign
Move to
HTTPS
Rebrand
Web
Consolidation
As well as the focus of your SEO work,
that will change given the migration nature
301-redirecting
URLs to their
relevant
canonical
Secured URLs
Keeping old brand
& terms rankings
while redirecting
to new domain
URLsKeeping their
crawlability,
indexability &
content
relevance
20. #webmigrations at #smssyd19 by @aleyda from @orainti
Given all this, is it necessary, feasible and
profitable to move?
Is there any
other way to
achieve the same
goal without
moving?
Are there
resources and
flexibility to do the
needed technical
and content
changes?
Is it going to
be profitable
given the related
costs?
What would you
need to move and
where?
21. #webmigrations at #smssyd19 by @aleyda from @orainti
In some cases it is, like when moving to a stronger
domain consolidating international versions
ccTLD gTLD
22. #webmigrations at #smssyd19 by @aleyda from @orainti
In others is due to business reasons, like a
rebranding that requires a domain move
Nine
nine.com.au
Ten
ten.com.au
23. #webmigrations at #smssyd19 by @aleyda from @orainti
SEO
Design & UX
Marketing
Development
After assessing
these, agree
with the
project’s
stakeholders to
secure resources
& support
#webmigrations at #smssyd19 by @aleyda from @orainti
24. #webmigrations at #smssyd19 by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti
SEO
Development
We will do whatever
you say, SEOs know
their stuff and we will
all support you forever
Finally!
Warning, this might not be a realistic scenario
25. #webmigrations at #smssyd19 by @aleyda from @orainti
Once you have obtained it… It’s time to start!
#webmigrations at #smssyd19 by @aleyda from @orainti
26. #webmigrations at #smssyd19 by @aleyda from @orainti
Let’s work on that rebranding project
#webmigrations at #smssyd19 by @aleyda from @orainti
Nine
nine.com.au
Ten
ten.com.au
27. #webmigrations at #smssyd19 by @aleyda from @orainti
Avoid leaving any
important page out
by gathering all
URLs to move
#webmigrations at #smssyd19 by @aleyda from @orainti
28. #webmigrations at #smssyd19 by @aleyda from @orainti
Identify which are the affected URLs
based on the Web migration scope
Page level
Category level
Site level
Redesign, HTTP to
HTTPS change,
company rebranding,
acquisition or Web
consolidation
Area renaming
Product rebranding
29. #webmigrations at #smssyd19 by @aleyda from @orainti
Crawlability
Indexability
Internal linking
Relevance
Rankings
Traffic
Link popularity
Speed
Crawl the affected URLs and gather their
SEO configuration, rankings & traffic metrics
30. #webmigrations at #smssyd19 by @aleyda from @orainti
You can use desktop crawlers for smaller
sites and cloud ones for bigger ones
Screaming Frog, Sitebulb, OnCrawl, Ryte, Deepcrawl, Botify
Desktop Cloud
31. #webmigrations at #smssyd19 by @aleyda from @orainti
As well as look for any URL attracting traffic,
rankings or links within the migration scope
Google Analytics, Google Search Console, Semrush, Ahrefs, Sistrix
32. #webmigrations at #smssyd19 by @aleyda from @orainti
Rankings
Traffic
Link popularity SSL Certificate
Analyze their SEO status to identify what is
important to keep or improve in these pages
Nine
nine.com.au
Pages Crawlability
Pages Indexability
Pages Content Relevance
Pages Internal linking
Pages Speed
Pages URL Naming Convention
33. #webmigrations at #smssyd19 by @aleyda from @orainti
Integrate all possible URLs sources
into your crawl simulation
Screaming Frog & Deepcrawl
Google Analytics
Search Console
XML Sitemaps
Log Files
Backlinks
34. #webmigrations at #smssyd19 by @aleyda from @orainti
This will allow you
to identify orphan
URLs, and to avoid
missing any
important page
35. #webmigrations at #smssyd19 by @aleyda from @orainti
Including images, or any resource that you
might be also serving and needs to be migrated
36. #webmigrations at #smssyd19 by @aleyda from @orainti
You will likely find very old URLs that
you might have never heard of though…
37. #webmigrations at #smssyd19 by @aleyda from @orainti
A common issue when moving
#webmigrations at #smssyd19 by @aleyda from @orainti
38. #webmigrations at #smssyd19 by @aleyda from @orainti
Give context to
prioritize the
actually meaningful
pages to redirect
and establish rules
for the rest
#webmigrations at #smssyd19 by @aleyda from @orainti
39. #webmigrations at #smssyd19 by @aleyda from @orainti
Obtain the traffic and queries for
which all the identified URLs rank for
Screaming Frog, URL Profiler
40. #webmigrations at #smssyd19 by @aleyda from @orainti
You can then put your pages in context with their
traffic, ranked queries along optimization status
Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
41. #webmigrations at #smssyd19 by @aleyda from @orainti
Which of these actually spark joy by bringing
value: conversions, traffic, rankings & links?
42. #webmigrations at #smssyd19 by @aleyda from @orainti
Define rules for
their migration
to give the
best possible
user
experience,
based on
importance
Leave them out
Were they typos and didn’t existed nor
brought rankings, links, traffic?
301-redirect to
parent category
Did they existed but were not indexable,
didn’t brought rankings, links & traffic?
301-redirect to new
page version
Did they existed, were indexable and
brought or have potential to bring
rankings, links & traffic?
43. #webmigrations at #smssyd19 by @aleyda from @orainti
This is also a
great
opportunity to
prune your
site, and avoid
bringing old
errors to the
new one
44. #webmigrations at #smssyd19 by @aleyda from @oraintihttp://bit.ly/contentpruningseo
Follow the
“should you
prune or optimize
a page from your
site” flowchart
45. #webmigrations at #smssyd19 by @aleyda from @orainti
Meaningful pages should be 301-redirected to
their new versions where their relevance is kept
10 News
nine.com.au/9news/ ten.com.au/10news/
9 News
Nine Ten
301-Redirects
46. #webmigrations at #smssyd19 by @aleyda from @orainti
If their SEO status is lacking, is then also
important to specify what should be improved
Thin, Duplicate Content
Slow Speed
Hierarchical Navigation
Relevant Title
Page specific, expanded Content
Fast Speed
Hierarchical Navigation
Relevant Title
To Keep
To Improve
301-Redirects
nine.com.au/9news/ ten.com.au/10news/
Nine Ten
47. #webmigrations at #smssyd19 by @aleyda from @orainti
Establishing the configuration changes to be
implemented in the new pages versions
Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
48. #webmigrations at #smssyd19 by @aleyda from @orainti
Defining also the new pages to create to keep
the rankings for the old branded queries
301-Redirect
9 News
is now
10 News
ten.com.au/9news/ Links to
9 News
Latest Australian
News
10 News
Latest Australian
News
nine.com.au/9news/ ten.com.au/10news/
Nine Ten
49. #webmigrations at #smssyd19 by @aleyda from @orainti
While targeting the transactional and new
branded queries with the new ones
New Ten Pages
Bridge Pages for old Nine Brands
Old Branded
Queries
Transactional
Queries and
New Branded
Queries
Old Nine Pages
Transactional
Queries and
Old Branded
Queries
50. #webmigrations at #smssyd19 by @aleyda from @orainti
With rules you can follow in rebranding
scenarios that are known to be complex
51. #webmigrations at #smssyd19 by @aleyda from @orainti
Verify that you’re not leaving anything out
before moving on with the Web migration
You will
achieve the
desired goals
with the
specified
changes
You have taken into
consideration all the
relevant Web
properties URLs
You have
correctly
mapped each old
URL to a new
relevant
destination
The new URL
destinations are
correctly configured
from a technical
perspective
The
new URL
destinations
content is
relevant to the
targeted
queries
You have
correctly
established the new
“bridge” pages to
keep the rankings
for the old brand
or terms
52. #webmigrations at #smssyd19 by @aleyda from @orainti
It’s time to prepare
and test your
migration to make
sure the defined
pages are effectively
redirected to their
relevant new
destinations
#webmigrations at #smssyd19 by @aleyda from @orainti
53. #webmigrations at #smssyd19 by @aleyda from @orainti
Before launching, it’s critical to test
the migration in a private environment
54. #webmigrations at #smssyd19 by @aleyda from @orainti
Validate the changes by comparing first the top
old vs. new types of pages in the stage site
Pages Crawlability
Content Indexability
301-Redirects
SSL CertificatePages Content Relevance
Pages Internal linking
Pages Speed
Home Page
Category Page
Sub-Category Page
Product Page
Main Blog Page
Blog Category Page
Blog post
Each Affected Page Type
Verify
Nine Ten
nine.test.com.au/9news/ ten.test.com.au/10news/
55. #webmigrations at #smssyd19 by @aleyda from @orainti
List crawl the old URLs to check if the
301-redirects have been set as specified
56. #webmigrations at #smssyd19 by @aleyda from @orainti
Look for these common redirects issues
and fix them before launching
Non-301
Redirects
Redirects
Loops
Redirects
Chains
Redirects
to Non-
indexable or
Error URLs
Redirects
to Non-
relevant
Pages
57. #webmigrations at #smssyd19 by @aleyda from @orainti
Crawl the new Web test version to also check
if its pages are optimized as specified
58. #webmigrations at #smssyd19 by @aleyda from @orainti
And if the SEO improvements & new pages
have been implemented too
HTTP
status
Canonical
tags
Internal
Links
Content
Indexability
Content
Relevance
#webmigrations at #smssyd19 by @aleyda from @orainti
59. #webmigrations at #smssyd19 by @aleyda from @orainti
It’s all working as
expected? It’s then
time to migrate and
verify these again in
the live environment
#webmigrations at #smssyd19 by @aleyda from @orainti
60. #webmigrations at #smssyd19 by @aleyda from @orainti
If the migration will take a bit, return a 503 HTTP
status to tell Google there’s a maintenance
https://yoast.com/http-503-site-maintenance-seo/
61. #webmigrations at #smssyd19 by @aleyda from @orainti
Do a list crawl of the old
URLs to check that they’re
301 redirecting to their
new specified destinations
62. #webmigrations at #smssyd19 by @aleyda from @orainti
Look again for and fix any non-301 redirects,
loops, chains, or anything going to incorrect URLs
63. #webmigrations at #smssyd19 by @aleyda from @orainti
Prioritize to fix high-traffic pages with
incorrect redirect behavior
64. #webmigrations at #smssyd19 by @aleyda from @orainti
Crawl the new live site and make sure
the new pages are accessible & optimized too
65. #webmigrations at #smssyd19 by @aleyda from @orainti
Look for URLs that
might be blocked,
no-indexed, linking
or canonicalizing to
the old pages
66. #webmigrations at #smssyd19 by @aleyda from @orainti
If the migration
has included an
HTTPS switch
make sure
there are no
mixed content
issues too
67. #webmigrations at #smssyd19 by @aleyda from @orainti
If it’s a new
Web location,
set GA & GSC,
and update
with the old
settings if
relevant
68. #webmigrations at #smssyd19 by @aleyda from @orainti
Check again that the key Web migration criteria
have been implemented in the live site
All the old
relevant Web
properties URLs have
been 301-redirected
as specified
There are no old
URLs left out to be
migrated
The new URL
destinations are
correctly configured
from a technical
perspective
The new URL
destinations
content is relevant
to the targeted
queries
The new
“bridge” pages
to keep the
rankings for the old
brand or terms have
been correctly
launched and are
indexable
69. #webmigrations at #smssyd19 by @aleyda from @orainti
Once all issues are fixed, submit your new and
old URLs XML sitemaps to be re-crawled
70. #webmigrations at #smssyd19 by @aleyda from @orainti
For domains level migrations, submit it too
with Google’s Change of Address feature
https://support.google.com/webmasters/answer/83106?hl=en
71. #webmigrations at #smssyd19 by @aleyda from @orainti
Check that new site
pages are indexed
and ranked over time
#webmigrations at #smssyd19 by @aleyda from @orainti
72. #webmigrations at #smssyd19 by @aleyda from @orainti
Start tracking your targeted queries before
the launch for the new and old Websites
SEOmonitor, STAT & Advanced Web Rankings
73. #webmigrations at #smssyd19 by @aleyda from @orainti
Set a Web monitoring
service to get alerts
when changes in the
new site pages or old
redirected URLs are
made
Little Warden & ContentKing
74. #webmigrations at #smssyd19 by @aleyda from @orainti
Use the Search Console to monitor if the new
URLs get indexed and the old ones disappear
75. #webmigrations at #smssyd19 by @aleyda from @orainti
Verify which have been included and which have
been left out the index & the reason, to fix them
76. #webmigrations at #smssyd19 by @aleyda from @orainti
Monitor & compare the new vs. old main
ranked queries, pages and SERP features
old website location new website location
77. #webmigrations at #smssyd19 by @aleyda from @orainti
Check that rankings & CTR of your top queries
in the new location are regained over time
78. #webmigrations at #smssyd19 by @aleyda from @oraintiSEOmonitor
Monitor the
trend of
additional
keywords w/
your own rank
tracker,
organizing
them in groups
79. #webmigrations at #smssyd19 by @aleyda from @orainti
Look in both desktop and mobile results to
identify inconsistent ranking behavior
SEOmonitor
80. #webmigrations at #smssyd19 by @aleyda from @orainti
Track also your top queries vs. your competitors
to check your search visibility share before & after
SEOmonitor
81. #webmigrations at #smssyd19 by @aleyda from @orainti
Complement
your own
tracking by
following-up with
visibility indexes
to identify
potential issues
with non-critical
queries
SEMrush, Sistrix, Searchmetrics
82. #webmigrations at #smssyd19 by @aleyda from @orainti
Check for
your rankings
impact on
traffic while
looking on
conversion &
engagement
SEOmonitor
83. #webmigrations at #smssyd19 by @aleyda from @orainti
You should see a positive before and after
migration traffic trend after a while
84. #webmigrations at #smssyd19 by @aleyda from @orainti
It’s about aligning SEO in the Web migration
process to avoid the most common issues
Lack of a
clear Web
migration
goal
Lack of
Flexibility to
make changes
Lack of
support to
make
changes
Leaving
Important
Pages out
Migrating
pages
erroneously
Moving to
non-optimized
new pages
destinations
85. #webmigrations at #smssyd19 by @aleyda from @orainti
While taking the
opportunity to
eliminate
whatever doesn’t
spark joy
#webmigrations at #smssyd19 by @aleyda from @orainti
86. #webmigrations at #smssyd19 by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti
In order to achieve business goals successfully
ten
ten
87. #webmigrations at #smssyd19 by @aleyda from @orainti
If somehow, you
can’t do this
from the start…
don’t worry, I got
you covered too
bit.ly/crawlingmondays6
88. #webmigrations at #smssyd19 by @aleyda from @orainti
You’re now ready to move!
#webmigrations at #smssyd19 by @aleyda from @orainti