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#seomistakes at #engagepdx by @aleyda
The Most
Damaging SEO
Issues or
Mistakes in
2021… and how
to avoid them.
#seomistakes at #engagepdx by @aleyda
#seomistakes at #engagepdx by @aleyda
Achieving SEO
success in
Processes/Projects/
Initiatives is Hard
https://twitter.com/aleyda/status/1422869276537536513
#seomistakes at #engagepdx by @aleyda
Of course, there are
ways to “hack” your way
to success but you’ll
need a few millions and a
time machine!
#seomistakes at #engagepdx by @aleyda
SEO is continuously
evolving and
becoming more
complex to achieve
results…
#seomistakes at #engagepdx by @aleyda
Higher SEO
maturity across
most profitable
industries
The evolution of
Websites Tech
Stack (JS)
Growing
competition and
barriers to entry
#seomistakes at #engagepdx by @aleyda
Better user
search experience
and higher
retention and
growth
Shift and
sophistication in
user search
behavior
Search algorithm
and presentation
improvements
#seomistakes at #engagepdx by @aleyda
More
complexity to
manage
expectations and
project
execution
More
resources to
invest in bigger
companies but
high bureaucracy
to implement
More flexibility to
implement in
smaller companies
but lower resources
#seomistakes at #engagepdx by @aleyda
This complexity
generates a series of
common challenges,
issues & mistakes that
negatively affect SEO
processes outcomes
#seomistakes at #engagepdx by @aleyda
https://twitter.com/aleyda/status/1415224977113165827
What are the most
common damaging
issues through the
SEO process?
#seomistakes at #engagepdx by @aleyda
Let’s go through them and the best
ways to avoid or overcome them for
a successful SEO Process in 2021
#seomistakes at #engagepdx by @aleyda
1. Lack of
resources &
support from
decision makers
to fund and
integrate SEO
efforts to
achieve results
#seomistakes at #engagepdx by @aleyda
This is due to the lack of understanding of SEO potential &
scope by decision makers, hence lack of support & patience
#seomistakes at #engagepdx by @aleyda
… as well as treating SEO
as an “afterthought”
rather than integrating it
as needed within the
organization to facilitate
the execution and results
achievement
#seomistakes at #engagepdx by @aleyda
These issues begin
when the SEO process
is sold to decision
makers! Make sure to
check if: Is there a real
fit for SEO? Are the
expectations aligned?
#seomistakes at #engagepdx by @aleyda
There are 4 fundamental criteria to qualify by


identifying fit and align expectations in SEO
There should be
budget to invest and
team involvement to
support in content,
development and link
building
There should be
flexibility in the used
Web platform and
established processes
to implement SEO
actions
There’s acceptance
that results will be
tied to execution and
context, so results
might need to be
updated, along
actions priorities if
these change
There should be
willingness to wait
long-term and
execute at an on-
going basis to see
results
Resources Flexibility Goals Context
#seomistakes at #engagepdx by @aleyda
Diagnosing
customer needs
Crafting a
potential solution
Establishing value
Understanding
the buying center
/ decision making
unit (DMU)
Positioning proof,
ROI and the total
solution
Negotiating a
win-win solution
Following up to
ensure customer
success
Prospecting
Follow a solutions sales process, in which SEO specialists


and decision makers should be involved
https://en.wikipedia.org/wiki/Solution_selling
#seomistakes at #engagepdx by @aleyda
Although ideal scenarios are unlikely, you can


maximize the chances to have w/ “better clients”
#seomistakes at #engagepdx by @aleyda
Are you afraid you
will never close a
new SEO client or
find a new job?
#seomistakes at #engagepdx by @aleyda
Position yourself in the SEO market to attract the


right clients (what makes you the best for them?)
What’s your
specialization? SEO
area, sector, platforms,
company size
Why they should
trust you vs. others?
Establish trust based
on your experience
and past results
Why is
easier to work
with you? Make it
more convenient by
developing your own
tools, frameworks to
facilitate the
process
#seomistakes at #engagepdx by @aleyda
Like Els in UX & CRO
#seomistakes at #engagepdx by @aleyda
A great fit and alignment w/ the decision maker is


fundamental, so they can become your champion
#seomistakes at #engagepdx by @aleyda
Low number of great clients High number of bad clients
Remember that it should be about a positive ROI


for them and for you, not raw clients numbers
>
#seomistakes at #engagepdx by @aleyda
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 the other hand, our recommendations impact and need
the alignment and support of many other areas for execution
#seomistakes at #engagepdx by @aleyda
…then SEO also
needs resources
approval from
decision makers
who don’t
understand
technicalities but
about revenue
#seomistakes at #engagepdx by @aleyda
Use Robert Cialdiani’s 7th principle of
influence, “unity” to gain support across
areas and from decision makers
….
#seomistakes at #engagepdx by @aleyda
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/
#seomistakes at #engagepdx by @aleyda
… 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
https://cxl.com/blog/cialdini-unity/
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
… 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!
#seomistakes at #engagepdx by @aleyda
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%
#seomistakes at #engagepdx by @aleyda
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]
#seomistakes at #engagepdx by @aleyda
Also remember to
not only ask for
support and
resources, but also
share with them
your “unified”
results making all
the involved areas
part of the wins too
#seomistakes at #engagepdx by @aleyda
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]
#seomistakes at #engagepdx by @aleyda
“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
#seomistakes at #engagepdx by @aleyda
Run different forecast scenarios to verify attainability


(and different ways to achieve) your SMARTER goals
seomonitor
#seomistakes at #engagepdx by @aleyda
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/
#seomistakes at #engagepdx by @aleyda
In your communications use the “Genchi
Genbutsu” principle to gain support by
allowing others to “see for themselves”
#seomistakes at #engagepdx by @aleyda
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”
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
… 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
#seomistakes at #engagepdx by @aleyda
It’s about showing
business impact
when building the
case for SEO so it’s
evident how it’s key
to achieve the
organization & other
areas ultimate goals
#seomistakes at #engagepdx by @aleyda
2. SEO
Execution
Errors due to a
lack of
stakeholders
Understanding
& SEO Quality
Assurance
Framework
#seomistakes at #engagepdx by @aleyda
To avoid common SEO
misconfigurations and
Implementation errors
and if they end up
happening, to be alerted
before it’s too late
#seomistakes at #engagepdx by @aleyda
These issues are only
exacerbated nowadays
by the added complexity
of some Web platforms
over-relying on JS to
render critical content
and configuration
#seomistakes at #engagepdx by @aleyda
Way too many times!
https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
#seomistakes at #engagepdx by @aleyda
Set a healthy SEO framework for education, validation
and monitoring workflows to avoid errors & friction
https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
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
#seomistakes at #engagepdx by @aleyda
With education efforts, by establishing an SEO
evangelization program 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
#seomistakes at #engagepdx by @aleyda
Establishing personalized
validation resources per
teams, like SEO
checklists to be used
across teams whenever
there’s a change on the
Website…
https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/view
#seomistakes at #engagepdx by @aleyda
Agreeing on a release validation workflow before/after
launching, taking into consideration “what-ifs” scenarios
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?
YES
NO
FIX IN LESS
24H
REVERSE CHANGE
#seomistakes at #engagepdx by @aleyda
Making sure to set automated and on-demand Web crawls


to validate with and without JS enabled to identify gaps
Ryte, Sitebulb, Screaming Frog, Botify
#seomistakes at #engagepdx by @aleyda
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
YES
Implementing automated
validation workflows
within the Web platform
to follow SEO best
practices that are feasible
to automate, and facilitate
the validation
#seomistakes at #engagepdx by @aleyda
Setting real time SEO configuration monitoring and
alerts, to be warned if they change unexpectedly …
Contentking & Little Warden
#seomistakes at #engagepdx by @aleyda
… as well as monitoring alerts for drastic rankings and
organic search traffic and conversion changes
Advanced Web Ranking
#seomistakes at #engagepdx by @aleyda
Advanced Web Ranking
To avoid this from
happening
#seomistakes at #engagepdx by @aleyda
3. Lack of
consistency and
prioritized
management of
activities to
execute actions
and maximize
impact
#seomistakes at #engagepdx by @aleyda
What happens if you have limited resources within a restrictive
timeline to release way too many changes? Prioritize!
#seomistakes at #engagepdx by @aleyda
Use the Eisenhower matrix, a productivity framework to
prioritize tasks by categorizing using urgency and importance
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
IMPACT
EFFORT
1.


To Execute


Now
Don’t
Do
2.
The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX
To Assess


&
Prioritize
2.


To Assess


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


and low impact/low effort
Recommendation Impact [0-10] 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
#seomistakes at #engagepdx by @aleyda
Use this SEO Recommendations Prioritization Template


in Google Sheets
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
#seomistakes at #engagepdx by @aleyda
What happens when you have activities that seem to have
similar effort and impact?
#seomistakes at #engagepdx by @aleyda
Use second-order thinking to select the one that will ultimately
have more positive implications towards goals achievement
https://fs.blog/2016/04/second-order-thinking/
#seomistakes at #engagepdx by @aleyda
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/
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
Start by asking the 5Ws
(and the H) that should
be answered by every
project that manage
efficiencies when
planning and executing
activities
https://www.ipma.world/5ws-1h-a-technique-to-improve-project-management-efficiencies/
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
Use this Action Driven and Prioritized SEO


Recommendations Template in Google Slides
https://docs.google.com/presentation/d/1NbI_KDhyHhUKQnSj1CcQfM4KabLNYbn8bfGw955iiBc/view
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
Leverage 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?
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
Define and agree on a simple and clear 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
…. …. … …
#seomistakes at #engagepdx by @aleyda
… while also
avoiding
communications
bureaucracy of
bigger
organizations
#seomistakes at #engagepdx by @aleyda
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]
#seomistakes at #engagepdx by @aleyda
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
#seomistakes at #engagepdx by @aleyda
Run tests to make
sure that the
specified actions
(especially those
requiring higher
effort) are paying
off as expected or
there are alternate
ways to achieve
results
#seomistakes at #engagepdx by @aleyda
SEOtesting.com, Ryte, Splitsignal
There are now SEO tools that highly facilitate to execute
different types of SEO tests, from group to split tests…
#seomistakes at #engagepdx by @aleyda
You can also create your
own SEO A/B Split Tests
for Free by using Google
Tag Manager as Chris
shows here!
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
#seomistakes at #engagepdx by @aleyda
This will allow you to
change what is not
impactful anymore and
continuously identify
opportunities to leverage
#seomistakes at #engagepdx by @aleyda
By doing all this, you can avoid and/or minimize the


main SEO challenges, issues and mistakes in 2021…
1. Lack of
resources & support
from decision makers
to fund and integrate
SEO efforts to
achieve results
2. SEO
Execution Errors
due to a lack of
stakeholders
Understanding &
SEO Quality
Assurance
Framework
3. Lack of
consistency and
prioritized
management of
activities to execute
actions and
maximize
impact
#seomistakes at #engagepdx by @aleyda
But remember there will be scenarios you won’t be able to
change due to culture or product. It’s ok to end them.
#seomistakes at #engagepdx by @aleyda
Achieving SEO
success in Processes/
Projects/Initiatives
should be positive
for the rankings,
traffic, conversions
and ultimately, ROI
…
#seomistakes at #engagepdx by @aleyda
… as well as for you
and your team’s
happiness too!
#seomistakes at #engagepdx by @aleyda
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
Thank you!

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The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX

  • 1. #seomistakes at #engagepdx by @aleyda The Most Damaging SEO Issues or Mistakes in 2021… and how to avoid them. #seomistakes at #engagepdx by @aleyda
  • 2. #seomistakes at #engagepdx by @aleyda Achieving SEO success in Processes/Projects/ Initiatives is Hard https://twitter.com/aleyda/status/1422869276537536513
  • 3. #seomistakes at #engagepdx by @aleyda Of course, there are ways to “hack” your way to success but you’ll need a few millions and a time machine!
  • 4. #seomistakes at #engagepdx by @aleyda SEO is continuously evolving and becoming more complex to achieve results…
  • 5. #seomistakes at #engagepdx by @aleyda Higher SEO maturity across most profitable industries The evolution of Websites Tech Stack (JS) Growing competition and barriers to entry
  • 6. #seomistakes at #engagepdx by @aleyda Better user search experience and higher retention and growth Shift and sophistication in user search behavior Search algorithm and presentation improvements
  • 7. #seomistakes at #engagepdx by @aleyda More complexity to manage expectations and project execution More resources to invest in bigger companies but high bureaucracy to implement More flexibility to implement in smaller companies but lower resources
  • 8. #seomistakes at #engagepdx by @aleyda This complexity generates a series of common challenges, issues & mistakes that negatively affect SEO processes outcomes
  • 9. #seomistakes at #engagepdx by @aleyda https://twitter.com/aleyda/status/1415224977113165827 What are the most common damaging issues through the SEO process?
  • 10. #seomistakes at #engagepdx by @aleyda Let’s go through them and the best ways to avoid or overcome them for a successful SEO Process in 2021
  • 11. #seomistakes at #engagepdx by @aleyda 1. Lack of resources & support from decision makers to fund and integrate SEO efforts to achieve results
  • 12. #seomistakes at #engagepdx by @aleyda This is due to the lack of understanding of SEO potential & scope by decision makers, hence lack of support & patience
  • 13. #seomistakes at #engagepdx by @aleyda … as well as treating SEO as an “afterthought” rather than integrating it as needed within the organization to facilitate the execution and results achievement
  • 14. #seomistakes at #engagepdx by @aleyda These issues begin when the SEO process is sold to decision makers! Make sure to check if: Is there a real fit for SEO? Are the expectations aligned?
  • 15. #seomistakes at #engagepdx by @aleyda There are 4 fundamental criteria to qualify by 
 identifying fit and align expectations in SEO There should be budget to invest and team involvement to support in content, development and link building There should be flexibility in the used Web platform and established processes to implement SEO actions There’s acceptance that results will be tied to execution and context, so results might need to be updated, along actions priorities if these change There should be willingness to wait long-term and execute at an on- going basis to see results Resources Flexibility Goals Context
  • 16. #seomistakes at #engagepdx by @aleyda Diagnosing customer needs Crafting a potential solution Establishing value Understanding the buying center / decision making unit (DMU) Positioning proof, ROI and the total solution Negotiating a win-win solution Following up to ensure customer success Prospecting Follow a solutions sales process, in which SEO specialists 
 and decision makers should be involved https://en.wikipedia.org/wiki/Solution_selling
  • 17. #seomistakes at #engagepdx by @aleyda Although ideal scenarios are unlikely, you can 
 maximize the chances to have w/ “better clients”
  • 18. #seomistakes at #engagepdx by @aleyda Are you afraid you will never close a new SEO client or find a new job?
  • 19. #seomistakes at #engagepdx by @aleyda Position yourself in the SEO market to attract the 
 right clients (what makes you the best for them?) What’s your specialization? SEO area, sector, platforms, company size Why they should trust you vs. others? Establish trust based on your experience and past results Why is easier to work with you? Make it more convenient by developing your own tools, frameworks to facilitate the process
  • 20. #seomistakes at #engagepdx by @aleyda Like Els in UX & CRO
  • 21. #seomistakes at #engagepdx by @aleyda A great fit and alignment w/ the decision maker is 
 fundamental, so they can become your champion
  • 22. #seomistakes at #engagepdx by @aleyda Low number of great clients High number of bad clients Remember that it should be about a positive ROI 
 for them and for you, not raw clients numbers >
  • 23. #seomistakes at #engagepdx by @aleyda 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 the other hand, our recommendations impact and need the alignment and support of many other areas for execution
  • 24. #seomistakes at #engagepdx by @aleyda …then SEO also needs resources approval from decision makers who don’t understand technicalities but about revenue
  • 25. #seomistakes at #engagepdx by @aleyda Use Robert Cialdiani’s 7th principle of influence, “unity” to gain support across areas and from decision makers ….
  • 26. #seomistakes at #engagepdx by @aleyda 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/
  • 27. #seomistakes at #engagepdx by @aleyda … 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 https://cxl.com/blog/cialdini-unity/
  • 28. #seomistakes at #engagepdx by @aleyda 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
  • 29. #seomistakes at #engagepdx by @aleyda … 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!
  • 30. #seomistakes at #engagepdx by @aleyda 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%
  • 31. #seomistakes at #engagepdx by @aleyda 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]
  • 32. #seomistakes at #engagepdx by @aleyda Also remember to not only ask for support and resources, but also share with them your “unified” results making all the involved areas part of the wins too
  • 33. #seomistakes at #engagepdx by @aleyda 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]
  • 34. #seomistakes at #engagepdx by @aleyda “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
  • 35. #seomistakes at #engagepdx by @aleyda Run different forecast scenarios to verify attainability 
 (and different ways to achieve) your SMARTER goals seomonitor
  • 36. #seomistakes at #engagepdx by @aleyda 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/
  • 37. #seomistakes at #engagepdx by @aleyda In your communications use the “Genchi Genbutsu” principle to gain support by allowing others to “see for themselves”
  • 38. #seomistakes at #engagepdx by @aleyda 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”
  • 39. #seomistakes at #engagepdx by @aleyda 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
  • 40. #seomistakes at #engagepdx by @aleyda … 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
  • 41. #seomistakes at #engagepdx by @aleyda It’s about showing business impact when building the case for SEO so it’s evident how it’s key to achieve the organization & other areas ultimate goals
  • 42. #seomistakes at #engagepdx by @aleyda 2. SEO Execution Errors due to a lack of stakeholders Understanding & SEO Quality Assurance Framework
  • 43. #seomistakes at #engagepdx by @aleyda To avoid common SEO misconfigurations and Implementation errors and if they end up happening, to be alerted before it’s too late
  • 44. #seomistakes at #engagepdx by @aleyda These issues are only exacerbated nowadays by the added complexity of some Web platforms over-relying on JS to render critical content and configuration
  • 45. #seomistakes at #engagepdx by @aleyda Way too many times! https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
  • 46. #seomistakes at #engagepdx by @aleyda Set a healthy SEO framework for education, validation and monitoring workflows to avoid errors & friction https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them 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
  • 47. #seomistakes at #engagepdx by @aleyda With education efforts, by establishing an SEO evangelization program 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
  • 48. #seomistakes at #engagepdx by @aleyda Establishing personalized validation resources per teams, like SEO checklists to be used across teams whenever there’s a change on the Website… https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/view
  • 49. #seomistakes at #engagepdx by @aleyda Agreeing on a release validation workflow before/after launching, taking into consideration “what-ifs” scenarios 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? YES NO FIX IN LESS 24H REVERSE CHANGE
  • 50. #seomistakes at #engagepdx by @aleyda Making sure to set automated and on-demand Web crawls 
 to validate with and without JS enabled to identify gaps Ryte, Sitebulb, Screaming Frog, Botify
  • 51. #seomistakes at #engagepdx by @aleyda 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 YES Implementing automated validation workflows within the Web platform to follow SEO best practices that are feasible to automate, and facilitate the validation
  • 52. #seomistakes at #engagepdx by @aleyda Setting real time SEO configuration monitoring and alerts, to be warned if they change unexpectedly … Contentking & Little Warden
  • 53. #seomistakes at #engagepdx by @aleyda … as well as monitoring alerts for drastic rankings and organic search traffic and conversion changes Advanced Web Ranking
  • 54. #seomistakes at #engagepdx by @aleyda Advanced Web Ranking To avoid this from happening
  • 55. #seomistakes at #engagepdx by @aleyda 3. Lack of consistency and prioritized management of activities to execute actions and maximize impact
  • 56. #seomistakes at #engagepdx by @aleyda What happens if you have limited resources within a restrictive timeline to release way too many changes? Prioritize!
  • 57. #seomistakes at #engagepdx by @aleyda Use the Eisenhower matrix, a productivity framework to prioritize tasks by categorizing using urgency and importance
  • 58. #seomistakes at #engagepdx by @aleyda 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
  • 59. #seomistakes at #engagepdx by @aleyda IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2.
  • 61. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize Assess and prioritize those with high impact/high effort 
 and low impact/low effort Recommendation Impact [0-10] 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
  • 62. #seomistakes at #engagepdx by @aleyda Use this SEO Recommendations Prioritization Template 
 in Google Sheets https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  • 63. #seomistakes at #engagepdx by @aleyda What happens when you have activities that seem to have similar effort and impact?
  • 64. #seomistakes at #engagepdx by @aleyda Use second-order thinking to select the one that will ultimately have more positive implications towards goals achievement https://fs.blog/2016/04/second-order-thinking/
  • 65. #seomistakes at #engagepdx by @aleyda 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/
  • 66. #seomistakes at #engagepdx by @aleyda 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
  • 67. #seomistakes at #engagepdx by @aleyda Start by asking the 5Ws (and the H) that should be answered by every project that manage efficiencies when planning and executing activities https://www.ipma.world/5ws-1h-a-technique-to-improve-project-management-efficiencies/
  • 68. #seomistakes at #engagepdx by @aleyda 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
  • 69. #seomistakes at #engagepdx by @aleyda Use this Action Driven and Prioritized SEO 
 Recommendations Template in Google Slides https://docs.google.com/presentation/d/1NbI_KDhyHhUKQnSj1CcQfM4KabLNYbn8bfGw955iiBc/view
  • 70. #seomistakes at #engagepdx by @aleyda 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
  • 71. #seomistakes at #engagepdx by @aleyda Leverage 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?
  • 72. #seomistakes at #engagepdx by @aleyda 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
  • 73. #seomistakes at #engagepdx by @aleyda Define and agree on a simple and clear 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 …. …. … …
  • 74. #seomistakes at #engagepdx by @aleyda … while also avoiding communications bureaucracy of bigger organizations
  • 75. #seomistakes at #engagepdx by @aleyda 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]
  • 76. #seomistakes at #engagepdx by @aleyda 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
  • 77. #seomistakes at #engagepdx by @aleyda Run tests to make sure that the specified actions (especially those requiring higher effort) are paying off as expected or there are alternate ways to achieve results
  • 78. #seomistakes at #engagepdx by @aleyda SEOtesting.com, Ryte, Splitsignal There are now SEO tools that highly facilitate to execute different types of SEO tests, from group to split tests…
  • 79. #seomistakes at #engagepdx by @aleyda You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here! https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  • 80. #seomistakes at #engagepdx by @aleyda This will allow you to change what is not impactful anymore and continuously identify opportunities to leverage
  • 81. #seomistakes at #engagepdx by @aleyda By doing all this, you can avoid and/or minimize the 
 main SEO challenges, issues and mistakes in 2021… 1. Lack of resources & support from decision makers to fund and integrate SEO efforts to achieve results 2. SEO Execution Errors due to a lack of stakeholders Understanding & SEO Quality Assurance Framework 3. Lack of consistency and prioritized management of activities to execute actions and maximize impact
  • 82. #seomistakes at #engagepdx by @aleyda But remember there will be scenarios you won’t be able to change due to culture or product. It’s ok to end them.
  • 83. #seomistakes at #engagepdx by @aleyda Achieving SEO success in Processes/ Projects/Initiatives should be positive for the rankings, traffic, conversions and ultimately, ROI …
  • 84. #seomistakes at #engagepdx by @aleyda … as well as for you and your team’s happiness too!
  • 85. #seomistakes at #engagepdx by @aleyda 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 Thank you!