Prioritizing SEO for Success in a World of Uncertainty #UploadConf

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
PRIORITIZING SEO FOR SUCCESS
IN A WORLD OF UNCERTAINTY

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONF
How do you
prioritize your SEO
efforts when the
world changes all
of the sudden due
to a global crisis,
like a pandemic?
HTTPS://IG.FT.COM/CORONAVIRUS-CHART/

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SEMRUSH.COM/BLOG/MARKET-WINNERS-LOSERS-CORONAVIRUS/
With unexpected effects in search behavior,
traffic trends and projections

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.HUBSPOT.COM/COVID-DATA
With a major economic impact in sales and
marketing across many industries…

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://LIBRARY.SEOMONITOR.COM/POST/ALEYDA-SOLIS-AND-COSMIN-NEGRESCU-ON-OFFICE-HOURS-2-SEO-AGENCIES-AND-REMOTE-WORK-IN-COVID-19-TIMES
With a general negative effect in traffic across SEO
processes

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TWITTER.COM/ALEYDA/STATUS/1251964865528414212
Changing the way we travel, work, learn, socialize,
exercise, shop…

Pushing the shift of
otherwise still
traditional businesses
to the online world,
accelerating their
digital transformation

…even for big companies and in the long run!

Welcome to the new uncertain normal…
in which crisis should be used as a catalyst.
HTTPS://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/RISK/OUR-INSIGHTS/COVID-19-IMPLICATIONS-FOR-BUSINESS

How can the SEO process support
clients/company in this journey?

How can your own SEO business succeed
in this new context too?

It’s about integrating these
3 critical characteristics in your SEO efforts
PROACTIVE FLEXIBLE
CONTEXT
AWARE

ESTABLISHING
PROACTIVE
MECHANISMSTO
IDENTIFYSEARCH
TREND CHANGES
FAST
Aligning your SEO efforts to support the business
journey through uncertainty to achieve success
INTEGRATINGSEO
INCRITICALBUSINESS
AREASTHATNEED
SUPPORTTOTACKLE
THE CRISIS
CONTINUOUS
JOINTREVISIONS
OFPROJECTIONS,
GOALS&ACTION PLAN /
PRIORITIESBASEDON
NEWSEARCH BEHAVIOR/
TRENDS&BUSINESS
CAPACITYAND
NEEDS
DIVERSIFICATION
INAREAS/SECTORS/
GEOWITH
POTENTIALTO
DECREASEFUTURE
RISKS

LET’S SEE HOW!

ESTABLISHING PROACTIVE MECHANISMS
TO IDENTIFY SEARCH TREND CHANGES
FAST

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.GOOGLE.COM/TRENDS/EXPLORE
You can’t foresee this, but you should establish a system
to identify it as soon as it hits to support your client

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://TRENDS.SEOMONITOR.COM/
Identify your industry YoY
search trend, along exploding
and tanking topics

Set custom traffic alerts in Google Analytics to be notified
when the traffic trend changes all of the sudden
GOOGLE ANALYTICS CUSTOM ALERTS

Identify anomalies
HTTPS://EN.RYTE.COM/
Identify Impressions
and clicks anomalies
from your Google
Search Console
performance .. and
set notifications to
receive alerts

Monitor searches/conversations/mentions
that generate new trends within your industry…
HTTPS://EXPLODINGTOPICS.COM/

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EXPLODINGTOPICS.COM/
… even if it’s a
niche one! Set
notifications to
receive latests
updates so you can
take action fast

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFBUZZSUMO.COM
Monitor and identify spikes in mentions about your
services/products across the Web

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.INTEGROMAT.COM/EN/
Configure the alerts to be
sent also to your project
management system to
easily notify all SEO
stakeholders

Now you can identify if there’s a real
change of search behavior/market/etc.
trend to inform clients & take action
HTTPS://WWW.INTEGROMAT.COM/EN/

INTEGRATING SEO IN CRITICAL BUSINESS
AREAS THAT NEED SUPPORT TO TACKLE
THE CRISIS

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFGOOGLE ANALYTICS
Identify how is your audience behavior
changing towards your business offering
to provide support where is needed

Ask the company support team about the new types of
requests and main concerns they’ve started to receive

Analyze the site recent & popular internal search queries
to identify new types of requests. Set alerts for them too!
GOOGLE ANALYTICS

Analyze the
content trending
on the web about
your Website
topic/area
BUZZSUMO.COM

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://EN.RYTE.COM/
Identify the new
keywords with
highest increase in
impressions and clicks
for which you’re not
ranking as well yet

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFSIMILARWEB
Assess the newly
discovered trending
queries that your
competitors are
already ranking/
attracting traffic for
and you aren’t yet

DEVELOPMENT
ANDUPDATEOF
FAQSTOADDRESS
CONCERNS
INPUTTO
CUSTOMER
SUPPORT,
MARKETING,
COMMUNICATION,
PRODUCTTEAMTO
UPDATE/ALIGN
EFFORTS
DEVELOPMENTOF
STUDIES/STATS/
WHAT’SNEXTTO
ESTABLISH
AUTHORITY/
TRANSPARENCY
UPDATEIN
CONDITIONS/
PROMOTIONS/
PRICING
NEW
PRODUCT/
SERVICELINES
OPPORTUNITIESTO
OFFERFORWHICH
OPTIMIZATION
ACTIONSWILLBE
REQUIRED
Use this information to develop strategical SEO
recommendations to address/support in critical areas

.. and take action by helping to update the critical areas/
content/products offerings of the site

Showing customers
that the business cares
and reacts to what’s
needed

… Optimizing the
Website accordingly

CONTINUOUS JOINT REVISIONS OF
PROJECTIONS, GOALS & ACTION PLAN /
PRIORITIES

If your industry has changed all of the sudden…
SEOMONITOR

Your SEO action plan was affected/changed to align/
support the new search trends/business needs
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINK
BUILDING
SUPPORT
IDEAL
PRIORITY
IDEAL SEO
ITERATION TO
INCLUDE IT
EXPECTED
IMPLEMENTATIO
N DIFFICULTY
EXPECTED
PRIORITY
EXPECTED SEO
ITERATION TO
INCLUDE IT
PAGE NO.
VALIDATED
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
NOINDEX (AND BLOCK THE
CRAWLING AFTER G HAS STOP
INDEXING THEM)) INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CANNIBALIZATION
ISSUES WITH MAIN CATEGORIES/
SUBCATEGORIES PAGES
INTERNAL
SEARCH RESULT
PAGES
HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1
INDEX THE PAGES OF COLORED
FILTERS THAT TARGET QUERIES
WITH SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH MEDIUM
LOW
YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2
301 REDIRECT OLD PAGES WITH 404
HTTP STATUS PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD
DIFFERENTIATE INDEXABLE SUB-
CATEGORIES PAGES TITLES
INCLUDING ONLY THE CATEGORY
NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3

HIGH PRIORITY
HIGH IMPACT WITH LOW DIFFICULTY
MEDIUM PRIORITY
HIGH IMPACT WITH MEDIUM DIFFICULTY
MEDIUM IMPACT WITH LOW DIFFICULTY
LOW PRIORITY
MEDIUM IMPACT WITH MEDIUM DIFFICULTY
HIGH IMPACT WITH HIGH DIFFICULTY
DON’T PRIORITIZE
MEDIUM IMPACT WITH HIGH DIFFICULTY
LOW IMPACT
IMPACT
1
3
2
+ DIFFICULTY
+
-
2
3
Agree with stakeholders on new budget, criteria
and available resources to update SEO priorities …

… which should be reflected on new goals too, taking into
consideration how the market has changed
SEOMONITOR

Agree on continuous revisions of tasks/priorities based
on urgent/critical new trends that are identified
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINK
BUILDING
SUPPORT
IDEAL
PRIORITY
IDEAL SEO
ITERATION TO
INCLUDE IT
EXPECTED
IMPLEMENTATIO
N DIFFICULTY
EXPECTED
PRIORITY
EXPECTED SEO
ITERATION TO
INCLUDE IT
PAGE NO.
VALIDATED
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
NOINDEX (AND BLOCK THE
CRAWLING AFTER G HAS STOP
INDEXING THEM)) INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CANNIBALIZATION
ISSUES WITH MAIN CATEGORIES/
SUBCATEGORIES PAGES
INTERNAL
SEARCH RESULT
PAGES
HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1
INDEX THE PAGES OF COLORED
FILTERS THAT TARGET QUERIES
WITH SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH MEDIUM
LOW
YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2
301 REDIRECT OLD PAGES WITH 404
HTTP STATUS PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD
DIFFERENTIATE INDEXABLE SUB-
CATEGORIES PAGES TITLES
INCLUDING ONLY THE CATEGORY
NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3
TO BE REVISED/UPDATED EVERY MONTH BASED ON EVOLUTION OF BUSINESS CONTEXT

Remember to communicate how the new/updated
efforts are impacting the site SEO and business goals

DIVERSIFICATION IN AREAS/SECTORS/
GEO WITH POTENTIAL TO DECREASE
FUTURE RISKS

Have you been negatively affected or
lost +30% of your agency/consultancy
clients/projects?

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.STATISTA.COM/STATISTICS/1106302/CORONAVIRUS-IMPACT-INDEX-BY-INDUSTRY-2020/
Start diversifying your
SEO clients sectors,
avoid having +30% of
your clients in a single
one

If you’re in a hard hit country, look to target the
international market, and advice your clients accordingly
HTTPS://WWW.POLITICO.COM/INTERACTIVES/2020/RANKING-COUNTRIES-CORONAVIRUS-IMPACT/

#WINNINGSEO BY @ALEYDA FROM #ORAINTI FOR #UPLOADCONFHTTPS://WWW.SLIDESHARE.NET/ALEYDASOLIS/INTERNATIONAL-SEO-FOR-ECOMMERCE-WEBSITES-SEJLIVE-SEJESUMMIT
… start targeting
international
markets can be a
great option for
ecommerce,
marketplaces…

Check out the industry traffic and growth evolution
in top country markets

Identify those “lower
entry barrier” markets
from which your
competitors might be
already profiting from
SIMILARWEB

Analyze the organic search evolution per country and
compare to identify the most attractive markets

ESTABLISHING
PROACTIVE
MECHANISMSTO
IDENTIFYSEARCH
TRENDCHANGES
FAST
It’s about aligning your SEO efforts to better support
the business journey through uncertainty
INTEGRATING
SEOINCRITICAL
BUSINESSAND
CUSTOMERAREAS
THATNEED CRITICAL
SUPPORTTO
TACKLETHE
CRISIS
CONTINUOUS
JOINTREVISIONS
OFPROJECTIONS,
GOALS&ACTION PLAN /
PRIORITIESBASEDON
NEWSEARCH BEHAVIOR/
TRENDS&BUSINESS
CAPACITYAND
NEEDS DIVERSIFICATION
INAREAS/SECTORS/
GEOWITH
POTENTIALTO
DECREASEFUTURE
RISKS

Integrating 3 critical characteristics within your
SEO processes and consultancy
PROACTIVE FLEXIBLE
CONTEXT
AWARE

Thanks! Questions?
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays YouTube SEO Video Series Host
* #SEOFOMO Newsletter Wrangler
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Hufﬁngton Post
* European Search Personality of the Year in 2018

Prioritizing SEO for Success in a World of Uncertainty #UploadConf

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Prioritizing SEO for Success in a World of Uncertainty #UploadConf