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Drive Execution & Growth: SEO Audits in 2023 & Beyond #MozCon

Drive Execution & Growth: SEO Audits in 2023 & Beyond #MozCon

Learn how to facilitate the execution of your SEO audits by following these 7 tips and achieve results fast.

Aleyda Solis

August 08, 2023
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  1. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

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  2. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    The state of SEO auditing in 2023 is Challenging
    Site got hit by last
    updates, lost
    marketshare vs main
    competitor, won't be
    able to achieve goals
    and still have all seo
    recommendations from
    the last 6 months in
    backlog

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  3. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Economic
    uncertainty
    Other faster, easier-
    to-understand
    marketing channels
    Increasing
    organization
    bureaucracy
    Less buy-in, resources, and
    support to execute

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  4. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Higher implementation
    constraints
    Legacy systems-
    related tech debt
    New JS-reliant Web
    frameworks

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  5. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Greater difficulty predicting
    results Search updates
    Shifting organic real
    estate in SERPs
    Potential impact of
    AI/Generative
    Search

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  6. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s not only you! I asked +370 SEOs working on
    audits via the SEOFOMO SEO Auditing Survey
    https://hub.seofomo.co/seo-auditing-survey/

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  7. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Most SEOs have a hard time

    with Audits Execution
    Too many SEOs (35%) had
    key recommendations
    implemented only 50%-69%
    of the time
    Only 20% see their
    recommendations
    implemented +90% of the
    time

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  8. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    As a consequence, it’s also getting harder

    to achieve SEO goals
    Only 17% of SEOs said they
    achieved goals more than
    90% of the time
    53% of SEOs said it’s harder
    achieving SEO goals
    compared to 2 years ago

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  9. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    How to address these SEO auditing and

    success challenges this year and beyond?

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  10. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Let’s go through 7 actions to integrate within

    your SEO auditing process and recommendations
    Do a radical SEO
    prioritization w/ a 10
    action plan leveraging
    storytelling
    Develop a parallel
    “SEO low-hanging
    fruit” framework
    Set an SEO quality
    framework
    Normalize
    forecasting to kill
    ambiguity
    Communicate “no
    SEO execution”
    tradeoffs
    Normalize SEO
    testing to gain
    support
    Use AI or Edge SEO
    and solutions to
    accelerate execution
    1. 2. 3. 4.
    5. 6. 7.

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  11. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    1Do a radical SEO audit prioritization
    w/ a high impact, solution-focused

    10 actions plan leveraging storytelling

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  12. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Nivel de texto 1


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    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    2.


    To Assess

    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
    To achieve goals more easily, we already prioritize
    SEO recommendations based on impact and effort

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  13. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    There are many frameworks for this, I shared

    an SEO Actions Prioritization Template to help
    HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT- S4JA/VIEW

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  14. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    However, this is not enough,

    most SEOs are already doing it
    https://hub.seofomo.co/seo-auditing-survey/
    • +90% of the time: 62% SEOs


    • 70%-89% of the time: 24% SEOs


    • 50%-69% of the time: 10% SEOs


    • 20%-49% of the time: 2% SEOs


    • -20% of the time: 1% SEOs
    • Balancing Impact vs Effort


    • Focus on Business Goals and
    Objectives Achievement


    • Setting an Optimized Web Base First


    • Balancing Resources and Feasibility
    SEO Prioritization Frequency SEO Prioritization Criteria

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  15. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    https://hub.seofomo.co/seo-auditing-survey/
    “Insufficient resources, including
    human resources, budget, or
    development capacity”
    https://hub.seofomo.co/seo-auditing-survey/
    But it’s clearly not
    working, we face
    buy-in, resources,
    and support issues
    for execution

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  16. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Prioritized Tech SEO Recommendations
    Should we be
    surprised though?
    Even if prioritized,
    who goes through all
    of these and has the
    resources to
    implement them?

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  17. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    +
    Prioritized Tech SEO Recommendations Prioritized Content Recommendations
    And those were only the tech SEO ones! What
    when we add content into the plan? It’s too much!

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  18. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    FIXING
    IMPROVING
    BUILDING
    Creating key content to target new
    relevant queries through user search
    journey to grow organic conversions
    further to achieve goals
    Optimizing key existing content
    through the customer journey to grow
    organic conversions for already
    targeted relevant queries
    Minimizing crawlability or indexability
    challenges on key pages to keep and
    grow rankings, traf
    fi
    c and conversions
    SCOPE OF YOUR SEO
    RECOMMENDATIONS SCOPE BEFORE
    Your recommendations shouldn’t include all that
    matters, is too complex & won’t be done anyway

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  19. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s time for a radical prioritization, w/ a maximum
    of 10 high impact solution driven, action plan
    FIXING
    IMPROVING
    BUILDING
    Creating key content to target new
    relevant queries through user search
    journey to grow organic conversions
    further to achieve goals
    Optimizing key existing content
    through the customer journey to grow
    organic conversions for already
    targeted relevant queries
    Minimizing crawlability or indexability
    challenges on key pages to keep and
    grow rankings, traf
    fi
    c and conversions
    SCOPE OF YOUR SEO
    RECOMMENDATIONS SCOPE LATER

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  20. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    You will only include what you should execute
    now, and leave the rest for future iterations
    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    2.


    To Assess

    Eliminate anything that
    doesn’t have a high impact towards your
    current goals: only must-have, not nice-to-
    have!
    Be specific of the scope of the execution (type
    and number of pages)
    Clearly specify how each action will help
    achieve the established seo goal and the
    business importance
    Provide examples of what needs to be
    executed, so it shows viability

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  21. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Your recommendations will become

    easier to go through and execute
    vs
    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    2.


    To Assess

    SEO RECOMMENDATIONS BEFORE
    SEO RECOMMENDATIONS AFTER

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  22. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Leverage data storytelling to explain, engage &
    drive action with each of your recommendations
    What happened?
    Why Did it Happen?
    How to Proceed?
    SETUP
    CONFLICT
    RESOLUTION
    RECOMMENDATION X
    WHAT IS THE ISSUE/OPPORTUNITY ABOUT &
    WHY IS IT SO IMPORTANT
    CAUSE OF THE ISSUE/OPPORTUNITY
    PROPOSED SOLUTION FOR ISSUE/OPPORTUNITY

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  23. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    WHAT IS THE ISSUE/
    OPPORTUNITY ABOUT & WHY
    IS IT SO IMPORTANT
    CAUSE OF ISSUE/
    OPPORTUNITY
    PROPOSED SOLUTION FOR
    ISSUE/OPPORTUNITY
    WHAT IS THE ISSUE/
    OPPORTUNITY ABOUT & WHY
    IS IT SO IMPORTANT
    CAUSE OF ISSUE/
    OPPORTUNITY
    PROPOSED SOLUTION FOR
    ISSUE/OPPORTUNITY
    SEO RECOMMENDATIONS STTRUCTURE
    Executive Summary PAGE 1 PAGE 2 PAGE 3
    ACTION 3
    ACTION 2
    ACTION 1
    SEO ACTIONS TO ACHIEVE GOALS
    Setup


    Conflict


    Resolution
    Setup


    Conflict


    Resolution
    Setup


    Conflict


    Resolution
    Conclusion
    Data Appendix
    ACTION 2
    ACTION 3
    Feature an executive summary at the start

    to facilitate it further to decision makers
    WHAT IS THE ISSUE/
    OPPORTUNITY ABOUT & WHY
    IS IT SO IMPORTANT
    CAUSE OF ISSUE/
    OPPORTUNITY
    PROPOSED SOLUTION FOR
    ISSUE/OPPORTUNITY
    ACTION 1

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  24. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Remember you’re
    not paid to spot all

    SEO issues, but for
    achieving SEO goals
    by solving those
    that are actually
    hurting the business
    Feature a
    maximum of 10
    high impact to
    goals actions
    Use
    storytelling
    to better
    communicate
    importance
    and drive
    action
    Add an
    easy to
    understand
    executive
    summary for
    decision
    makers

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  25. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    2Develop a parallel “SEO low-
    hanging fruit” framework to deliver
    “Quick SEO Wins” Fast

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  26. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    SEO long term nature is one of the main

    reasons for its execution challenges
    “Lack of time, delays, or
    impatience from clients expecting
    immediate results”

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  27. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    2.


    To Assess

    Low hanging fruit should be
    the first to prioritize, as they
    have the highest impact
    with the lowest effort
    But there are always context agnostic SEO low-
    hanging fruit opportunities across processes

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  28. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Rankings, Keyword &
    Competition Research
    Content Audit
    T
    echnical Audit
    Link Popularity
    Audit
    SEO Strategy &
    Prioritized SEO
    Roadmap
    Initial SEO Analysis for an SEO Process
    Parallel Low Hanging Fruit Assessment
    Low Hanging Fruit
    SEO Opportunities
    Assessment
    SEO Roadmap
    Implementation
    Low Hanging Fruit
    Recommendations
    Week 1 Week 2 Week 3 Week 4 Week 5
    SEO

    Process
    Goals
    These can be developed in parallel to initial

    SEO analysis to achieve results much faster
    SEO
    Low Hanging Fruit
    Execution
    SEO

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  29. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Mitigate
    client or
    decision maker
    impatience
    towards
    results
    Show value
    of SEO
    implementation
    faster to gain
    further
    support
    Minimize
    concerns of
    complex
    implementations
    starting with
    easiest
    actions
    Establish a
    good
    coordination base
    for more complex
    implementation
    later on
    This also helps to address some of the big

    SEO recommendations execution challenges

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  30. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    More traffic for

    already ranked pages
    More Popularity

    for Key Pages
    Refreshed Targeting

    to Regain Traffic
    For example, here are 3 SEO low-hanging fruit
    actions you can easily execute across processes
    Improving the
    CTR

    of already top-
    ranked pages
    Optimizing
    internal linking

    of almost best
    ranking pages
    Identifying
    search shifts and
    content decay to
    update & rank
    better

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  31. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    These will
    tend to have
    an important
    aggregate
    traffic
    impact fast

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  32. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Non-Relevant Term
    for your Site
    Poor SERPs CTR
    Relevant Term for
    your Site
    Non-Relevant Ranked
    Page
    Lack of content to be
    created to effectively
    target the query
    Non-Relevant /
    Unattractive Titles
    and Meta
    Descriptions to
    Optimize
    Relevant Ranked
    Page
    SERP features
    inclusion that you’re
    not leveraging but
    could
    SERP features
    inclusion that you’re
    not leveraging but
    can’t use
    More ads inclusion
    that lowers CTR
    Search intent satisfied
    directly in search
    results, generating a
    non-click
    Content
    Cannibalization to fix
    between many
    similar/relevant pages
    High Priority

    Medium Priority

    No Priority
    Set a validation checklist for common scenarios
    of low hanging fruits, eg. poor SERPs CTR

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  33. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2
    Create resources, like Dashboards to identify top
    opportunities like this for poorer CTR performers

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  34. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    or Sheets workbooks to easily spot important
    meant to rank pages lacking internal links

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  35. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    RYTE AND SEOTESTING. COM
    Automate the process using tools like Ryte or
    SEOtesting, that feature CTR Underperformers

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  36. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    SEOTESTING. COM
    Or SEOTesting content decay report to spot

    pages decreasing in clicks, needing a refresh

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  37. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s about
    tackling common
    existing
    scenarios faster
    to achieve results
    sooner

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  38. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Take a look at my SearchLove presentation

    for more SEO Low Hanging Fruit tips
    https://speakerdeck.com/aleyda/seo-low-hanging-fruit-number-searchlove

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  39. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    3Set an SEO quality framework not
    only to catch but also prevent bugs
    that will hold SEO execution back

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  40. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    A lot of effort when executing SEO goes to
    catching recurring bugs, rather than new actions
    https://twitter.com/aleyda/status/1506606557966045184

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  41. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    FIXING
    IMPROVING
    BUILDING
    Creating content to target
    new relevant queries
    through user search
    journey
    Optimizing existing
    content for already
    targeted relevant queries
    Minimizing tech
    debt to avoid crawlability,
    indexability and page
    experience issues
    We’re stuck at fixing, instead of building

    which is how we actually achieve goals

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  42. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    SEO RECOMMENDATIONS ONGOING SEO EXECUTION
    SEO QUALITY ASSURANCE FRAMEWORK
    EDUCATION

    To prevent SEO
    mistakes
    VALIDATION

    To avoid launching

    SEO Errors
    MONITORING

    To catch SEO incidents
    fast
    This is why it’s fundamental to set an SEO quality
    framework, that starts when auditing the site

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  43. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    “Lack of internal resources,
    knowledge, or competency in
    implementing SEO
    recommendations”
    With a
    combination of
    education,
    validation and
    monitoring is how
    we will be able to
    address these
    recurrent issues

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  44. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/
    WIKI
    ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/
    [STAKEHOLDERS] TEAMS
    RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS
    & IMPORTANCE TOWARDS GOALS
    INCLUDE A “WHY DOES THIS
    MATTER” SECTION IN AUDIT &
    REPORTS
    CREATE PERSONALIZED
    GUIDELINES WITHIN WIKI/PM
    PLATFORM
    DO LIVE (AND RECORD)
    WEBINARS & Q&AS WITH
    INVOLVED TEAMS
    It begins with a base of SEO education when
    delivering the SEO recommendations

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  45. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Develop online SEO Training for Tech, Content,

    PR teams using SEO recommendations insights

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  46. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Personalize the
    training based on
    the team/audience
    profile
    Feature real
    scenarios &
    examples from your
    SEO audit &
    research
    Don’t blame or
    have a negative
    focus, acknowledge
    efforts so far
    It’s critical to show the value of SEO in other
    teams’ goals, to establish understanding

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  47. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    WEB PLATFORM CONFIGURATION/SETTINGS CHANGES
    INTEGRATED VALIDATION
    CONTENT OPTIMIZATION & TECH SEO CONFIGURATION
    CHECKLIST FOR COMMON WORKFLOWS
    RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE &
    POST WEB RELEASES
    SET RECURRING CRAWLS

    WITH SEO CRAWLERS
    WEB PLATFORMS SEO
    CONFIGURATION CHECKS
    CREATE EASY TO FOLLOW/USE
    CHECKLISTS FOR USUAL
    ACTIVITIES
    Strengthen your SEO Quality Framework with a
    seamless SEO execution validation workflow

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  48. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Set & agree with
    teams the usage of
    content & tech
    configuration
    checklist for
    common workflows

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  49. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    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
    Automate
    feasible SEO
    validations within
    the Web platform
    w/ plugins &
    development
    support

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  50. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    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
    IMPLEMENTATION
    Set a release validation workflow, before and

    after launching, taking “what-ifs” into account

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  51. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    WEB CONTENT & TECHNICAL CONFIGURATION CHANGES
    ALERTS
    WEBSITE SEARCH CRAWLING ISSUES ALERTS
    WEB RANKINGS DECREASE/INCREASE ALERTS
    ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/
    INCREASE ALERTS
    QUERIES SEARCH POPULARITY DECREASE/INCREASE
    ALERTS
    MENTIONS & BACKLINKS ALERTS
    SPAM OR MANUAL ACTIONS ALERTS
    WEB ANALYTICS TOOLS
    SEO CONFIGURATION ALERTS TOOLS
    (LITTLE WARDEN, CONTENTKING)
    WEB SERVER LOG MONITORING TOOL
    AND SEARCH CONSOLE
    RANK TRACKERS
    SEARCH TRENDS TOOLS
    MENTIONS/BACKLINKS TOOLS
    GOOGLE SEARCH CONSOLE
    Finally, set a monitoring system to catch

    negative SEO configurations changes fast

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  52. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    LITTLE WARDEN & CONTENTKING
    Use real-time SEO crawlers like ContentKing

    or LittleWarden to identify SEO changes quick

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  53. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    LITTLE WARDEN & CONTENTKING
    Configure your real-time monitoring to catch
    when meaningful tech & content change

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  54. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    LITTLE WARDEN & CONTENTKING
    Set the alerts so they go to the relevant email,
    slack or pm tool to not be missed

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  55. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
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    Texto del título
    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
    VALIDATION
    MONITORING
    MENTIONS & BACKLINKS ALERTS
    WEBSITE SEARCH CRAWLING ISSUES ALERTS
    SPAM OR MANUAL ACTIONS ALERTS
    SEO QUALITY ASSURANCE FRAMEWORK
    RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
    This is how you
    say goodbye to
    continuous
    SEO bugs that
    hold your
    execution back

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  56. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Learn more
    about setting
    a Quality
    Assurance
    Framework in
    this
    presentation
    https://speakerdeck.com/aleyda/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-framework

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  57. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    4Normalize forecasting based on
    different execution scenarios to kill
    ambiguity and set expectations

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  58. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    We complain that
    “Clients prioritize
    other channels as
    they fail to
    understand the
    impact of SEO
    recommendations”
    but we continue
    saying “it depends”
    when asked

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  59. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s time to stop those
    “it depends” and
    start SEO forecasting
    to give potential
    outcomes depending
    on execution support
    SCENARIO 1
    SCENARIO 2
    EXECUTING
    ACTIONS X, Y, Z
    EXECUTING
    ACTION X

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  60. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    ADVANCED WEB RANKING
    Develop forecasts with tools like AWR for targeted
    queries impacted by different SEO actions

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  61. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/
    You can also use free resources like

    Miracle’s guide in Excel

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  62. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    ADVANCED WEB RANKING
    Use this to explain how results are tied to
    execution scenarios and compound over time

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  63. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    This will help to establish reasonable expectations
    and show importance of decision makers support

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  64. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    5Communicate “no SEO execution”
    tradeoffs toward goals and the
    cost to get them w/ other channels

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  65. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Do decision makers still not support SEO despite
    showing opportunity? Show what they can lose!

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  66. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Include in your SEO
    forecasts how much
    would it cost to
    achieve it with paid
    search, to show how
    cheap SEO can be

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  67. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    As well as how behind they can fall in marketshare,
    by forecasting competitors & showing gap

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  68. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    6Normalize SEO testing to validate
    hypothesis and win stakeholders'
    support

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  69. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Are decision makers still unsure? Offer doing

    SEO tests or pilot projects to prove value

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  70. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    This is also a way
    to address
    obstacles from
    other areas and
    eliminate ego and
    opinions out of
    SEO execution
    decision making
    “Political
    issues, top
    management vetoes,
    or internal conflicts
    affecting
    implementation.”
    “Bureaucratic
    processes, approval
    delays, or challenges
    in communication
    across
    stakeholders.”

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  71. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    There are now
    a few SEO tools
    like SEOTesting
    or Ryte that
    facilitate the
    development of
    SEO tests
    SEOTESTING.COM

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  72. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    SEOTESTING.COM
    You can prove the
    value of your
    recommendations
    by executing them
    faster in a small
    group of pages,
    and get support
    for full execution

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  73. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Select a few categories to
    implement fast and assess
    impact vs similar
    unchanged ones:


    * Positive result? Replicate
    to rest.

    * Negative outcome? Move
    to other implementations!
    For example, to
    show value and
    address
    conversion or
    speed concerns
    when featuring
    FAQs in
    ecommerce
    category pages

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  74. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    This will facilitate not only decision makers buy-in
    but eliminate blockers from other areas/channels
    vs
    Conversions
    Speed

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  75. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    7Leverage AI or Edge SEO to
    accelerate execution in bureaucratic
    scenarios to prove value & get buy-in

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  76. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Despite the hype,
    most haven’t used
    AI for SEO auditing
    but plan to do it
    • No, but I plan to do it: 53%


    • Yes, I have: 26%


    • No, and I don’t plan to do it: 21%
    Have you incorporated AI?
    https://hub.seofomo.co/seo-auditing-survey/

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  77. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    We’re already used to leverage AI tools or
    functionalities for content development
    frase.io

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  78. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    But there’s much more potential, with many use
    cases shared by 26% of SEOs already using AI
    https://hub.seofomo.co/seo-auditing-survey/
    Leveraging AI for Data
    Analysis and Visualization
    Language and Content
    Assistance
    Technical SEO support
    Content Audits and
    Analysis
    Using AI to classify URLs and
    conduct analysis across a data
    set.
    Using AI tools to explain
    technical issues to non-
    technical stakeholders.
    Using AI tools like
    Similar.ai and MerchStack
    for e-commerce.
    Experimenting with AI tools
    for content improvement and
    generating micro-copy.
    Automation and Efficiency
    Research and
    Competitive Analysis
    Reporting Automation Link Building and Backlinks
    Seeking ways to improve
    efficiency, speed up audits,
    and avoid manual mistakes.
    Using AI tools for
    research, analysis, and
    topic extraction.
    Automating reports and
    showcasing the ROI of
    tasks.
    Using AI tools for identifying
    link opportunities and
    analyzing backlink quality.

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  79. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s time to use
    AI and edge to
    facilitate the
    execution of
    technical SEO
    configurations in
    restrictive Web
    platforms
    “Technical
    complexities,
    limitations, or
    difficulties in
    implementing
    recommendations”
    “Legacy systems,
    technical debt, or
    platform constraints
    affecting
    implementation”

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  80. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    For example, to implement and automate

    from structured data to internal linking
    INLINKS, WORDLIFT

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  81. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    INLINKS
    Using tools like InLinks or Wordlift,

    by just adding a script on your site pages

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  82. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Botify
    Something similar
    can be done via
    Edge SEO solutions
    leveraging CDN
    workers

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  83. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    These can help to workaround execution
    bottlenecks to show value and gain support faster

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  84. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    “But this will require to more effort/boss approval/etc.> and that’s hard”
    Do a radical SEO
    prioritization w/ a 10
    action plan leveraging
    storytelling
    Set an SEO quality
    framework
    Normalize
    forecasting to kill
    ambiguity
    Communicate “no
    SEO execution”
    tradeoffs
    Normalize SEO
    testing to gain
    support
    1. 2. 3. 4.
    5. 6. 7.
    Use AI or Edge SEO
    and solutions to
    accelerate execution
    Develop a parallel
    “SEO low-hanging
    fruit” framework

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  85. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    If you want different
    results, then you
    need different
    approaches that will
    require change

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  86. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Is it hard? Perfect,
    fewer people will
    be willing to do it,
    meaning less
    competition for
    those who do

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  87. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It will be hard only
    at the start too and
    is not bad if goals
    are achieved and
    ROI is positive

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  88. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    It’s about getting SEO goals, whether in new sites

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  89. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON
    Or established ones too!

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  90. SEO AUDITS IN 2023 BY @ALEYDA FROM ORAINTI AT #MOZCON

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