and competition across most profitable industries More complexity to manage expectations and project execution Google requiring higher quality to rank and giving less visibility to organic results Achieving SEO success is only getting harder with time
SEO Success 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 And why you should also avoid only focusing on fixing, instead of improving & building which is how you grow
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 execute first SEO activities with high impact & lower effort on important areas, to advance & see results faster
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! However, there are also SEO low-hanging fruit opportunities across processes, that you should leverage
agnostic SEO opportunities that can be done in parallel to the initial SEO analysis workflow 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 SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5 SEO Process Goals
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 doesn’t only allow you to achieve results faster but helps to address some of the biggest SEO process challenges
of Top-ranked pages Optimizing internal linking of almost ranking pages Identifying search shifts and content decay to update & rank better Let’s go through 3 core SEO low-hanging fruit actions that you can easily implement across SEO processes More traffic for already ranked pages More Popularity for Key Pages Refreshed Targeting to Regain Traffic
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 There are some frequent scenarios that you can easily identify and fix to see results faster High Priority Medium Priority No Priority
identify and optimize those with under-optimized snippets and missing rich results/features you can leverage Relevant Term for your Site 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
products, Google uses a mix of product structured data, merchant center & product info https://developers.google.com/search/docs/specialty/ecommerce/share-your-product-data-with-google
Non-Relevant / Unattractive Title Tags and Meta Descriptions to optimize Featured Snippet Add a Table of Content / Index to generate Featured Snippet Rich Results Include or fix structured data implementation to generate rich result Content generation in the relevant format Product/News/Videos/Image/etc. SERP features inclusion that you’re not leveraging but could Prioritize those that will improve your SERP visibility for high impact queries with current content
the cannibalized pages content in case is relevant to keep them and target to different queries Create a new page with relevant content that address the query to be ranked Content cannibalization between many different relevant pages to fix Lack of content that should created for the specific search Consolidate the cannibalized pages if the meant to be targeted queries are the same with similar content, whether 301 redirecting or canonicalizing to the best performing one Validate if you should differentiate & optimize further, consolidate or create new content
to keep its relevance towards changing topics or intents Create new content to answer more effectively to new search queries and reach more users It’s about monitoring for opportunities to update, expand or create content to keep & improve rankings/visibility share GOOGLE TRENDS AND GLIMPSE Change of search behavior, results, intent or trend
“low hanging fruit” opportunities to leverage for faster results, with the lowest efforts Improving the CTR of Top-ranked pages Optimizing internal linking of almost ranking pages Identifying search shifts and content decay to update & rank better More traffic for already ranked pages More Popularity for Key Pages Refreshed Targeting to Regain Traffic
your initial SEO analysis, to accelerate the process & gain further support 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 SEO Recommendations Low Hanging Fruit SEO Implementation Week 1 Week 2 Week 3 Week 4 Week 5 SEO Process Goals
it worth it 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
* 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?