CHATGPT, PERPLEXITY, AND LLMS THREAT Welcome to the “fine” state of SEO in 2024 GOOGLE DOC LEAKS GOOGLE SEARCH UPDATES AI ORGANIZED SERPS SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI
that succeed building their brand (popularity + authority) and are still flexible and lean despite growth to optimize their product (technical) end up winning
really. Establishing a trusted brand with a great product search experience that Google can recognize as authoritative is what the “people first” guidelines are about
learned from the Google Doc leak? Goog tracks many signals related to brand assessment https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/
not about replacing brand or product specialists but aligning efforts for search impact RELEVANT, EXPERIENCED & TRUSTWORTHY CRAWLABLE & INDEXABLE GREAT USER EXPERIENCE > YOUR SITE PAGES COMPETITORS PAGES APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT POPULAR & AUTHORITATIVE AWARENESS LOYALTY USERS SEARCH JOURNEY RANKABLE FOR RELEVANT QUERIES CONSIDERATION ACQUISITION SERVICE
conversations on social platforms? What are the top topics? What’s their sentiment? Use social audience analysis tools like buzzabout https://buzzabout.ai/
blend of branded vs non- branded searches you’re already ranking for? Balance your targeting not only based on relevance & search volume but also intent & conversions!
grow your authority! You shouldn’t only target mid-bottom of the funnel queries, but also top of the funnel topics your audience will find useful, engage & happily link
alignment of all these actions that will help you to establish a recognizable brand that’s so popular in its sector Google can’t overlook & users will click even if not in 1st position
are also the 3 areas of stakeholders involved in SEO execution that can make or break the process https://medium.com/doubleloop/a-visual-vocabulary-for-product-building-eef6bef5c595 MARKETING TEAM DEV/UX TEAM BIZ DECISION MAKERS SEO SEO SEO
Principles to gather “joint” requirements involving stakeholders since early on https://cooens.com/knowledge-base/the-joint-application-development-methodology-approach-jad/
with 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
they 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
Sheet version of the SEO measurement and report Planner to set meaningful Goals & KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
(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/
(D)RICE SEO recommendations specification and prioritization template https://docs.google.com/spreadsheets/d/1Z6Rw5VblHC_t6xPC-DB-3OyFyxPXkN71a-LEzr4bhBM/edit?usp=sharing
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
also used in storytelling and helpful for ongoing reporting, beyond recommendations too 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 https://speakerdeck.com/aleyda/how-to-develop-successful-seo-reports-number-seokomm
will set the base to influence and align stakeholders for product execution MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
DEV/UX TEAM BIZ DECISION MAKERS SEO SEO SEO We will never automate buy-in! It’s time to solve product challenges by using product principles & getting human alignment and support
Solis * SEO Consultant & Founder at Orainti * SEOFOMO & MarketingFOMO Newsletters Author * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder SEO SUCCESS IN 2024 BY @ALEYDA FROM ORAINTI Thanks! Questions?
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