cross functional seo at #ukmarketingday

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Cross-Functional SEO to Grow Your Marketing in a Multichannel World


#ukmarketingday

Aleyda Solis, Orainti

ukmarketingday.com



#ukmarketingday

Aleyda SolisInternational SEO Consultant & Founder of Orainti


I SPEAK

I DO SEO

ORAINTI.COM

I WRITE

I’M ALEYDA SOLIS

Hi #ukmarketingday!

@ALEYDA


I SHARE

http://ORAINTI.COM

http://@ALEYDA


There are still people who think that SEO works like this…

SEOCONTENT BRANDING

PRODUCTDESIGN

DEVELOPMENT USABILITY



Which causes situations of this type

Don’t change my DESIGN

You just need to

include some LINKS



Don’t change my

CODEYou just need to add some

TAGS




This are SEM landing

pages and you can’t touch

them They can also be OPTIMIZED




It’s not about doing any action for SEO… but doing SEO to grow any action

SEO

PRODUCT BRANDING

USABILITY

CONTENT

DESIGN

DEVELOPMENT

SEO



SEO

PRODUCT BRANDING

USABILITY

CONTENT

DESIGN

DEVELOPMENT

PPC

SOCIALEMAIL

SEO AFFILIATES

DISPLAY

SEO is a visibility and traffic growth driver that should optimize and align your multichannel actions & presence



With the goal of supporting visibility, traffic and conversion generation through the customer journey



So everybody and the company can win



Are you skeptical? Let’s see in some scenarios how SEO can help and collaborate to create success with other areas



An international SEO study allows to identify the potential and audience profile by market and language…

Product

Organic traffic

Paid traffic

Social traffic

International expansion



similarweb.com

Which markets have enough potential to reach a positive ROI in an international expansion?


Identify the level &

sources of traffic of the desired

country markets

http://similarweb.com


semrush.com



Identify the level &

sources of traffic of the desired

country markets

http://semrush.com


www.aleydasolis.com/en/international-seo-tools/roi-calculator/



Check if it’s going to be enough for break-even

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti


>Your International traffic potential

Visits & Conversions for a break-even

Yes No

Continue with the international Web &

SEO project

Might be too early

Buy & secure your ccTLDs for future activity

Create custom alerts in GA

Create a pilot project

prioritizing main pages


Is location a factor that influence your Web operations?

Yes No

Is there enough traffic & conversions to target each country?

Language Targeting

Yes No

Country Targeting

You can start with

Should You Country Or Language Target your international markets?


By identifying this you won’t only improve the chances of a more successful international SEO process but a cost-

effective foreign expansion with a high ROI


Organic traffic

Paid traffic

User experience

Web

App


Mobile

A mobile SEO analysis will give input to establish a highly targeted mobile experience that connects with your user

specific behavior & improve their engagement & conversions


For example, by helping you avoid two of the most common issues found by mobile shoppers


http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


Which are the specific mobile search queries that your mobile site should prioritize to answer?


sistrix.com



Which are the specific top

queries coming from mobile to your site

& competitors?

http://sistrix.com


kwfinder.com

keywordtool.io



… and in your search

market? Group them and verify

mobile share

http://kwfinder.com

http://keywordtool.io



Complete the analysis with the queries you can identify from your own and your app

competitors


searchmetrics.com



Which additional

modifiers can you find and which type

of format should you content

be

http://searchmetrics.com



Use them not only to optimize your

content but provide the desired information

and functionality in your mobile site


urlprofiler.com


Which of your top pages have mobile speed (and optimization) issues?

Do a bulk validation of your top pages with

mobile page speed issues and identify

their specific issues

http://urlprofiler.com


Identify your fundamental mobile optimization issues & prioritize your efforts towards the most critical pages with URLprofiler

Mobile Friendliness

Mobile Speed


… as well as the assets causing the performance issues

webpagetest.org

http://webpagetest.org


Like this you won’t only improve your mobile traffic & conversions but your user engagement & overall experience


Content

Organic traffic

Social traffic

User experience


SEO for content gives input about topics & formats to better answer your customer questions through their journey, while

maximizing its visibility in any searchable platform


keywordtool.io


Helping your landing pages copy to answer the most common user questions when deciding to convert

Like comparisons

with your competitors

http://keywordtool.io



That you can use to enable a

comparison page you control & supports

conversion



Or identify apps & discount

related queries to your industry, services or

brand


NO

YES



… although some don’t do their

homework while others leverage

every opportunity


Providing input to create content that will effectively give support to your customers after buying

You can identify questions about

the usage of your product


SI



… that you can use to create your product support

information


NO



… although

sometimes even companies with great content marketing miss

them


Maximizing your content exposure in any searchable platform

Not only via rankings, but

also SERP features



Identifying the type of features per

query


https://developers.google.com/structured-data/



To prioritize and maximize the results structured

data implementation

https://developers.google.com/structured-data/


https://dev.twitter.com/cards/types

#crossfunctionalseo en #ukmarketingday by @aleyda from @oraintihttps://developers.facebook.com/docs/sharing/overview


As well as twitter cards & open graph to

better control your visibility in social

networks


https://developers.facebook.com/docs/sharing/overview



OnPage.org offers Facebook & Twitter

previews & validation of the crawled

pages

onpage.org




http://onpage.org

http://onpage.org


seomonitor.com


Like this you will make the most out of your content, maximizing not only its visibility but engagement & conversion

http://seomonitor.com


… and you’ll have a much better control of your online reputation

seomonitor.com


http://seomonitor.com


Because by doing cross-functional SEO along the other areas & channels we achieve more and better

results!



Thank you! Questions


Thank you! Questions

Thanks for joining us!

#ukmarketingday

ukmarketingday.com