* 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 & #MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Halló allir! #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC
that the bigger the company is, the harder this is due to complex organizational structures and bureaucracy Bureaucracy and need of alignment for buy-in & support
UX is the lack of Web platform flexibility, overlook of SEO as a findability requirement and gap between bot and human visitor experience Eg. Implementing non- crawlable navigation reliant on JS event execution
get better CWV by eliminating 2/3 of products from listing pages For Dev & UX is the lack of Web platform flexibility, overlook of SEO as a findability requirement and gap between bot and human visitor experience
marketing is the bias toward hitting targets as fast as possible overlooking scalability & long- term ROI Eg. Showing ads for already organically ranked queries to hit PPC forecasts even if it means a lower ROI that SEO
in microsites disconnected from the main site presence, not allowing to transfer / leverage attracted value For users growth/ marketing is the bias toward hitting targets as fast as possible overlooking scalability & long- term ROI
is the focus on the highest ROI within restrictive timelines -with little tech understanding- independent to longer term impact on quality and experience Eg. Featuring twice as many ads per page and adding intrusive vignette ads
outside of the business expertise because they pay more For the business is the focus on the highest ROI within restrictive timelines -with little tech understanding- independent to longer term impact on quality and experience
the 3 key areas stakeholders during SEO analysis/auditing and go beyond goals to take their full context into account in SEO strategy, roadmap and ongoing communication GOALS KPIS ROADMAP CONSTRAINTS / PROBLEMS DEV/UX GROWTH BIZ
of these sessions : They allow you to spot SEO knowledge gaps, to evangelize, and agree on alternatives for feasibility issues early on together https://www.sketchbubble.com/en/presentation-joint-application-development-jad.html
Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets … … … … …. …. … Agreeing on what and how you will recommend and report on based on what they care about
version of the SEO measurement and report Planner to set meaningful Goals & KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
stories to also clearly specify acceptance criteria to consider recommendations as done, and establish the connected tasks with each, helpful to spot lack of viability and switch if needed
(D)RICE model to assess and prioritize SEO recommendations with the highest reach, impact, confidence and lower efforts across involved areas to ensure ROI https://www.intercom.com/blog/rice-simple-prioritization-for-product-managers/
you bring that expected traffic data from? It’s time to get comfortable with forecasts https://www.intercom.com/blog/rice-simple-prioritization-for-product-managers/
also use AWR Forecasting with your GSC data for clicks & CTR, which automates the process while showing the traffic and revenue impact, as well as PPC cost
SCR Framework to organize recos & reports for better understanding What we need? What’s the obstacle faced? What to do about it? https://www.lennysnewsletter.com/p/minto-pyramid-principle-scr
used in storytelling also helpful for ongoing reporting, beyond recommendations too https://speakerdeck.com/aleyda/how-to-develop-successful-seo-reports-number-seokomm Goal: X% of [METRIC] by [DATE] Audience: [ROLE] KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share
influence key product stakeholders to influence action and achieve goals MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
more? Check out this presentation with tips and actions beyond product principles https://speakerdeck.com/aleyda/how-to-make-seo-audits-that-matter-and-get-implemented-for-seo-success-the-extended-edition-at-number-seocampixx
* 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 & #MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? #PRODUCTSEO BY @ALEYDA FROM ORAINTI AT #RIMC
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