becoming an seo superhero at #smxlmilan

BECOMING AN SEO SUPERHEROTips to evolve 10 SEO powers to achieve heroic results

#seosuperhero at #SMXLmilan by @aleyda from @orainti


#seosuperhero at #SMXLmilan by @aleyda from @orainti#seosuperhero at #SMXLmilan by @aleyda from @orainti

CIAO #SMXLMILAN

#ecommerceseo at #maxnordic by @aleyda from @orainti

I’M ALEYDA SOLIS

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO I PublishI Share

BITLY.COM/LIBROSEOALEYDA


http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/

http://BITLY.COM/LIBROSEOALEYDA


I Blog I Speak I’m Featured

I’M ALEYDA SOLIS



Today I have a confession to make



#seosuperhero at #SMXLmilan by @aleyda from @orainti#seosuperhero at #SMXLmilan by @aleyda from @orainti#seosuperhero at #SMXLmilan by @aleyda from @orainti

Every time I used to see some#SEOHORRORSTORIES



Like this one



With terrible consequences…



I wished I had #SEOsuperhero powers



To avoid these to happen



or these



and these



ugh



Yeah, you get the idea



le sigh



Let’s better stop ok? k



But then I realized I already had them!



I was able to spot & revert these issues



To advise clients to fix & avoid bigger problems & maximize opportunities

89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED

All organic search traffic comes from only the 1.6% of URLs which are the indexable & visited ones



Like this one



Ultimately achieving growth



Like this



or this



or this other too ;)



Here’s how you can identify & grow your #SEOsuperhero abilities too



STRENGTH



VISION



Always start with a competitive analysis to discover & capitalize on strengths &

weaknesses



BigHIGH AUTHORITY

BIG PROPERTY WITH MORE CONTENT MORE RESOURCES

HIGHER BRAND & TECH RESTRICTIONS SLOW TO IMPLEMENT

NON-FLEXIBLE TO MAKE CHANGES BROADER-NON SPECIFIC AUTHORITY

NON-SPECIFIC CONTENT

VS+

SmallFAST TO IMPLEMENT

FLEXIBLE TO MAKE CHANGES MORE TARGETED OFFER & CONTENT

LOWER BUT SPECIFIC AUTHORITY

LOW AUTHORITY LESS RESOURCES

SMALL PROPERTY WITH LESS CONTENT

+

Every site, big or small, have strengths & weaknesses: your competition analysis should be driven by them



Assess & compare your current search performance vs your competitors one



Understanding what’s making them win not only from a ranking but overall visibility & popularity perspective



As well as current weaknesses causes by analyzing former losses



Segmenting not only per query type & areas but also per device



To strategically target those where you can easily win and allocate resources to close the biggest gaps

Too Granular Existing Pages

Little Existing Competition

No Rankings vs. Competitors



Even big players have weaknesses, it’s about spotting and using them to your advantage




INVENTIVENESS



WEALTH



Fasten results while maximizing resources by prioritizing your actions towards growth



Instead of developing audits that just validate each relevant SEO area of your site

https://moz.com/blog/technical-site-audit-for-2015

Your Site

Technical Configuration CRAWLABILITY & INDEXABILITY

Content RELEVANCE

Links POPULARITY




Your Site


Content RELEVANCE

Links POPULARITY

Your Competition

Current Organic Search Performance

Audience Search Behavior &

Industry Potential

Focus them towards growth by putting your own optimization status in context



Prioritizing the implementation for those pages, areas & queries with the biggest identified gaps & potential


Your Site


Content RELEVANCE

Links POPULARITY




As well as each different SEO action based on how critical towards growth they are

Add the new, updated URLs with right name convention

They are meant to be ranked so should be indexable and differentiated with specifically relevant content

Update links & 301-redirect to only crawl on the protocol to index & rank

Unblock the new URLs to be crawled & indexed

301s should go to the relevant new URLs & stop being linked

Start 301-redirecting 4xx errors to new URL destinations

High

High

Medium

High

MediumLow



To ultimately allocate resources & efforts to the different SEO relevant areas

Your Site


Content RELEVANCE

Links POPULARITYHigh

Medium

Low



Translating each prioritized issue to an actionable recommendation that will be more effective to see results

bit.ly/recostemplate

http://bit.ly/recostemplate



It’s not about huge resources but placing them where they are most needed to grow




TELEPATHY



OMNIPRESENCE



Establish an SEO project management framework to achieve execution

effectiveness & control



Stop focusing all your tracking to the results and start monitoring the overall process execution

VISIBILITY TRAFFIC CONVERSIONS

ROI

BACKLINKING

RELEVANCE

INDEXABILITY

CRAWLABILITY

INVESTMENT



Summarize each one of your recommendations by specifying their what, why, where, who & when

WHAT WHY WHERE WHO WHEN



This will serve to monitor & coordinate each SEO action priority, involved resources & execution dates


Recommendations Importance Status Area Priority Resource Person Date

Start canonicalizing and index color facets

High LowListings & product

pages1 Development Maria 1/9/2016

Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016

Add more content to listings w/ less than 5 products by featuring related

onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016



As well as to easily spot delays or resources problems and make it easy to reallocate them








onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016



Helping also to answer critical questions about the SEO process effectiveness






ones

Medium Medium2nd level sub-

categories3

Development & Content

Matt & Maria

3/9/2016


How many highly important with low optimization status have been re-

prioritized?

Which resources & people have been correctly advancing and which have had

delays?

Which high recommendations took less resources & times to be effectively implemented & which took more?

Which high priority recommendations have the longer delays?



All this while doing the on-going process coordination, without waiting for non-achieved long-term results to react







ones


categories3


Matt & Maria

3/9/2016




You can also use Project Management systems like Jira to automatize at least a part of this framework



Check out this #KoozaiTV video about establishing it

bit.ly/actionableseo

http://bit.ly/actionableseo



It’s about monitoring the overall process to coordinate & influence it during the

execution




TIME TRAVEL



PRECOGNITION



Learn to manage client expectations of the process & forecast reasonable results



Calculate your expected SEO results taking into consideration targeted queries, current rankings,

seasonality & potential

seomonitor.com

http://seomonitor.com



As well as different visibility scenarios over time & probability based on each query group competition



Allowing you to make a case towards SEO investments without committing and giving non-realistic expectations



But ultimately speaking business owners language on expected growth, revenues & ROI

bit.ly/seoroicalculator

http://bit.ly/seoroicalculator



Updating & refining it as time passes by based on the already achieved results, user behavior & process

execution pace



It’s about understanding the type of results you can reasonably expect and

communicate it effectively to win clients




SHAPE-SHIFTING FLEXBILITY



SELF-HEALING ABILITIES



Follow an agile, iterative process to quickly minimize errors & capitalize opportunities



Set recurring, ideally real time monitoring of every SEO area & outcome: From the server & robots.txt



To programmed crawls every week to spot crawling & indexation issues

OnPage.org & Botify

http://onpage.org



Alerts of content changes of your site & competition

Versionista, OnWebChange & Netwatcher



Daily new & loss links to your site

CognitiveSEO



Your competitors links too



As well as mentions with certain requirements



Besides visibility, traffic& conversion per queries, pages & devices



And overall standing vs. the competition



That will serve to spot issues & opportunities quickly



To reassign priorities & resources on the next sprints






ones


categories3


Matt & Maria

3/9/2016




It’s about making your efforts flexible to react in a way the competition is not

prepared to do




Can you feel it now?




BOOM


STRENGTH

VISION

INVENTIVENESS

WEALTHTELEPATHY

OMNIPRESENCE

TIME TRAVEL PRECOGNITION

SHAPE-SHIFTING

SELF-HEALING



An #SEOsuperhero




Not it’s your time to achieve heroic results!



GRAZIE! QUESTIONS?


becoming an seo superhero at #smxlmilan

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