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#seo2021 by @aleyda from @orainti for @seobytes
#seo2021 by @aleyda from @orainti for #seobytes
SEO SUCCESS
#seo2021 by @aleyda from @orainti for @seobytes
?
HOW TO WIN SEO IN
#seo2021 by @aleyda from @orainti for #seobytes
#seo2021 by @aleyda from @orainti for @seobytes
SEO is continuously evolving and
is becoming more complex to
achieve resul...
#seo2021 by @aleyda from @orainti for @seobytes
Better
user search
experience
and higher
retention and
growth
Shift and
so...
#seo2021 by @aleyda from @orainti for @seobytes
Higher
SEO maturity
across most
profitable
industries
The
evolution of
Web...
#seo2021 by @aleyda from @orainti for @seobytes
Let’s go through core areas to
focus our SEO efforts to win in
2021
#seo2021 by @aleyda from @orainti for @seobytes
It’s about maximizing what will have a
bigger impact…
SEO +
Product
Alignm...
#seo2021 by @aleyda from @orainti for @seobytes
… and minimizing biggest challenges
Bad user
experience
Technical
barriers...
#seo2021 by @aleyda from @orainti for @seobytes
#seo2021 by @aleyda from @orainti for @semrush
Let’s maximize…
#seo2021 by...
#seo2021 by @aleyda from @orainti for @seobytes
Aligning SEO Efforts with your
Product Triangle for an Strategic
Approach
#seo2021 by @aleyda from @orainti for @seobytes
Why?
SEO processes driven by a checklist of
unconnected SEO tactics that d...
#seo2021 by @aleyda from @orainti for @seobytes
Establishing a well
aligned SEO
strategy,
integrating SEO
within the Websi...
#seo2021 by @aleyda from @orainti for @seobytes
#seo2021 by @aleyda from @orainti for @seobytes
What will you achieve with...
#seo2021 by @aleyda from @orainti for @seobytes
How SEO affects
and is affected by
the company’s other
growth/marketing
ef...
#seo2021 by @aleyda from @orainti for @seobytes
To align your efforts
๏ What’s the ultimate business &
growth goal to achi...
#seo2021 by @aleyda from @orainti for @seobytes
Allowing SEO activities to be prioritized based
on impact & difficulty to ...
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at these resources
https://www.aleydasolis.com/en/search-engin...
#seo2021 by @aleyda from @orainti for @seobytes
Understand and connect with your
audience search Intent to become the
best...
#seo2021 by @aleyda from @orainti for @seobytes
Why?
Avoid losing
rankings with
Google Core
Algorithm updates
and start co...
#seo2021 by @aleyda from @orainti for @seobytes
Understand
how your
audience search
through the customer
journey and the
d...
#seo2021 by @aleyda from @orainti for @seobytes
Identify the intent
of the queries,
analyze the
“anatomy” of the
SERP and ...
#seo2021 by @aleyda from @orainti for @seobytes
Address meaningful
queries with the
relevant content type,
format and stru...
#seo2021 by @aleyda from @orainti for @seobytes
Structuring and
aligning the content to
offer comprehensive
information to...
#seo2021 by @aleyda from @orainti for @seobytes
…  in a way that
establishes your
expertise,
authority and
trustworthiness...
#seo2021 by @aleyda from @orainti for @seobytes
https://www.aleydasolis.com/en/crawling-mondays/how-to-prune-your-website-...
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at these resources
https://www.aleydasolis.com/en/search-engin...
#seo2021 by @aleyda from @orainti for @seobytes
Expand your Visibility Share
leveraging Google’s Search Features
and Disco...
#seo2021 by @aleyda from @orainti for @seobytes
Why?
Most of search results
for competitive
queries that matter
will likel...
#seo2021 by @aleyda from @orainti for @seobytes
Many of these content
types, such as videos,
products feeds or
Web stories...
#seo2021 by @aleyda from @orainti for @seobytes
What will you achieve with it?
Improved SERPs
visibility and CTR
through t...
#seo2021 by @aleyda from @orainti for @seobytes
What search features are included in mobile and
desktop search results for...
#seo2021 by @aleyda from @orainti for @seobytes
Which are relevant for
my content to
leverage taking into
consideration my...
#seo2021 by @aleyda from @orainti for @seobytes
Which of these efforts will allow me to expand my
content reach outside of...
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at these resources
https://developers.google.com/search/docs/a...
#seo2021 by @aleyda from @orainti for @seobytes
Grow and Leverage Your
Brand Authority to Develop
your Search Popularity
#seo2021 by @aleyda from @orainti for @seobytes
Why?
Because building and
leveraging your brand
is likely the best way
to ...
#seo2021 by @aleyda from @orainti for @seobytes
Actions to promote
and communicate
what the company is
doing to establish ...
#seo2021 by @aleyda from @orainti for @seobytes
What will you achieve with it?
The link popularity
and a share of the
auth...
#seo2021 by @aleyda from @orainti for @seobytes
Key questions to ask
What’s your Unique
Selling Proposition?
How do you wa...
#seo2021 by @aleyda from @orainti for @seobytes
There are some amazing examples out there
gathered by the awesome Neomam t...
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at these resources
https://www.youtube.com/watch?v=yt8db_rOwdc...
#seo2021 by @aleyda from @orainti for @seobytes
Let’s minimize…
#seo2021 by @aleyda from @orainti for @seobytes
#seo2021 by @aleyda from @orainti for @seobytes
Giving a bad user Web experience
#seo2021 by @aleyda from @orainti for @seobytes
Why?
You want your users to
trust you and facilitate
their journey on your...
#seo2021 by @aleyda from @orainti for @seobytes
https://web.dev/vitals/
With Core Web Vitals we have now
clearer metrics t...
#seo2021 by @aleyda from @orainti for @seobytes
https://almanac.httparchive.org/en/2020/seo
… and many sites still have im...
#seo2021 by @aleyda from @orainti for @seobytes
https://docs.google.com/spreadsheets/d/1P9V_8fDge-fov6CPahS3BST-dq4P_gi5YV...
#seo2021 by @aleyda from @orainti for @seobytes
… and even to compare with other sites and do a bulk
assessment of your ow...
#seo2021 by @aleyda from @orainti for @seobytes
Generating unnecessary technical
barriers for your content to be
indexed a...
#seo2021 by @aleyda from @orainti for @seobytes
Why?
The reliance on JS to
provide features that
could otherwise be
implem...
#seo2021 by @aleyda from @orainti for @seobytes
https://almanac.httparchive.org/en/2020/seo
There is a non-trivial
differe...
#seo2021 by @aleyda from @orainti for @seobytes
Are you relying on
client side rendering
to feature (add,
change eliminate...
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at these resources
https://www.contentkingapp.com/
academy/jav...
#seo2021 by @aleyda from @orainti for @seobytes
SEO Implementation Blockers and
Horror Stories with a Healthy SEO
Framewor...
#seo2021 by @aleyda from @orainti for @seobytes
Why?
Enough it’s enough!
Let’s kill
#SEOhorrorstories in
2021
#seo2021 by @aleyda from @orainti for @seobytes
It’s about setting a healthy SEO framework
https://www2.slideshare.net/ale...
#seo2021 by @aleyda from @orainti for @seobytes
As well as leveraging
automation with an
agile approach to
show results fa...
#seo2021 by @aleyda from @orainti for @seobytes
It’s time to achieve SEO results in 2021
#seo2021 by @aleyda from @orainti for @seobytes
Take a look at the full article covering this and more!
https://www.aleyda...
#seo2021 by @aleyda from @orainti for @seobytes
Thanks! Ask me Anything
* SEO Consultant & Founder at Orainti
* SEO Speake...
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SEO Success in 2021 for #SEObytes @semrush and @_nitman

How to win in SEO in 2021? In this presentation I go through the main core areas to maximize and to minimize for success.

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SEO Success in 2021 for #SEObytes @semrush and @_nitman

  1. 1. #seo2021 by @aleyda from @orainti for @seobytes #seo2021 by @aleyda from @orainti for #seobytes SEO SUCCESS
  2. 2. #seo2021 by @aleyda from @orainti for @seobytes ? HOW TO WIN SEO IN #seo2021 by @aleyda from @orainti for #seobytes
  3. 3. #seo2021 by @aleyda from @orainti for @seobytes SEO is continuously evolving and is becoming more complex to achieve results…
  4. 4. #seo2021 by @aleyda from @orainti for @seobytes Better user search experience and higher retention and growth Shift and sophistication in user search behavior Search algorithm and presentation improvements #seo2021 by @aleyda from @orainti for @seobytes
  5. 5. #seo2021 by @aleyda from @orainti for @seobytes Higher SEO maturity across most profitable industries The evolution of Websites Tech Stack (JS) Growing competition and barriers to entry #seo2021 by @aleyda from @orainti for @seobytes
  6. 6. #seo2021 by @aleyda from @orainti for @seobytes Let’s go through core areas to focus our SEO efforts to win in 2021
  7. 7. #seo2021 by @aleyda from @orainti for @seobytes It’s about maximizing what will have a bigger impact… SEO + Product Alignment Understanding + Fulfilling Audience Intent Leverage Search Features + Discover Growing Brand Authority #seo2021 by @aleyda from @orainti for @seobytes
  8. 8. #seo2021 by @aleyda from @orainti for @seobytes … and minimizing biggest challenges Bad user experience Technical barriers towards crawling & indexing SEO Implementation Blockers #seo2021 by @aleyda from @orainti for @seobytes
  9. 9. #seo2021 by @aleyda from @orainti for @seobytes #seo2021 by @aleyda from @orainti for @semrush Let’s maximize… #seo2021 by @aleyda from @orainti for @seobytes
  10. 10. #seo2021 by @aleyda from @orainti for @seobytes Aligning SEO Efforts with your Product Triangle for an Strategic Approach
  11. 11. #seo2021 by @aleyda from @orainti for @seobytes Why? SEO processes driven by a checklist of unconnected SEO tactics that don’t take the business context and goals into consideration… and won’t achieve meaningful results
  12. 12. #seo2021 by @aleyda from @orainti for @seobytes Establishing a well aligned SEO strategy, integrating SEO within the Website product triangle is fundamental and should be the base for a successful SEO process
  13. 13. #seo2021 by @aleyda from @orainti for @seobytes #seo2021 by @aleyda from @orainti for @seobytes What will you achieve with it? Avoid implementing “disconnected” SEO Tactics that won’t help you to achieve your goals Be more effective when setting an SEO strategy aligned with the company’s business, functionalities and growth goals Align efforts and gain support across the different areas/ departments
  14. 14. #seo2021 by @aleyda from @orainti for @seobytes How SEO affects and is affected by the company’s other growth/marketing efforts? How SEO affects and is affected by the site features/functionality? How SEO affects and is affected by business/sales? Key Questions to Ask Growth/Marketing efforts Site Features/Functionality Business/Sales model & goals
  15. 15. #seo2021 by @aleyda from @orainti for @seobytes To align your efforts ๏ What’s the ultimate business & growth goal to achieve with the overall SEO efforts? ๏ How’s SEO success measured? ๏ How each of the SEO activities in place help to achieve the desired goal? ๏ How to prioritize your SEO activities to achieve the desired goal faster and cost-efficiently?
  16. 16. #seo2021 by @aleyda from @orainti for @seobytes Allowing SEO activities to be prioritized based on impact & difficulty to achieve goals The affected areas The SEO effect The business importance Current optimization Required resources Known restrictions Scope IMPACT DIFFICULTY
  17. 17. #seo2021 by @aleyda from @orainti for @seobytes Take a look at these resources https://www.aleydasolis.com/en/search-engine- optimization/seo-product-triangle/ https://www.youtube.com/watch?v=5SzJ0oVFor8 https://www.kevin-indig.com/blog/creating-an- seo-strategy-from-scratch/
  18. 18. #seo2021 by @aleyda from @orainti for @seobytes Understand and connect with your audience search Intent to become the best comprehensive answer for the queries that actually matter
  19. 19. #seo2021 by @aleyda from @orainti for @seobytes Why? Avoid losing rankings with Google Core Algorithm updates and start correctly fulfilling users search intent that will not only perform but convert better
  20. 20. #seo2021 by @aleyda from @orainti for @seobytes Understand how your audience search through the customer journey and the different type of information they look for to fulfill their needs Better develop, structure, organize and format your content to fulfill the user search needs and intent Establish your Web content/ offering expertise and trustworthiness to fulfill the audience needs What will you achieve with it?
  21. 21. #seo2021 by @aleyda from @orainti for @seobytes Identify the intent of the queries, analyze the “anatomy” of the SERP and the characteristics of the already well ranked pages, to better detect the queries to target
  22. 22. #seo2021 by @aleyda from @orainti for @seobytes Address meaningful queries with the relevant content type, format and structure/ organization across your content funnel… What is Python? Guides & Topics Pages [Informational] brand.com/topics/python brand.com/topics/python/use-cases/ Category Pages [Transactional] brand.com/courses/python/ brand.com/courses/python/certificates/ Products Pages [Navigational] brand.com/programs/python/ 56,1K Searches/Month/Global What is Python used for? 21,6K Searches/Month/Global 9,1K Searches/Month/Global 6,1K Searches/Month/Global Learn Python online Best Python online courses 650 Searches/Month/Global Brand Python Course review 200 Searches/Month/Global Is Brand a good Python course? SEARCH JOURNEY VS. CONTENT FUNNEL AWARENESS CONSIDERATION PURCHASE
  23. 23. #seo2021 by @aleyda from @orainti for @seobytes Structuring and aligning the content to offer comprehensive information to fulfill users search need vs. your competitors, while supporting the customer journey … https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/
  24. 24. #seo2021 by @aleyda from @orainti for @seobytes …  in a way that establishes your expertise, authority and trustworthiness in your subject matter with your audience https://docs.google.com/spreadsheets/d/12-F9Z4NzDADOFRQtOiN-CtjY2aaqj-R5CcrJNCuTha4/edit#gid=0
  25. 25. #seo2021 by @aleyda from @orainti for @seobytes https://www.aleydasolis.com/en/crawling-mondays/how-to-prune-your-website-content-in-an-seo-process-crawlingmondays-16th-episode/ Do you have content that is not worthy to index, rank and optimize anymore? Prune accordingly!
  26. 26. #seo2021 by @aleyda from @orainti for @seobytes Take a look at these resources https://www.aleydasolis.com/en/search-engine- optimization/seo-product-triangle/ https://sitebulb.com/resources/guides/ the-importance-of-topic-clusters/ https://www.searchenginejournal.com/how- to-improve-your-websites-e-a-t/374212/
  27. 27. #seo2021 by @aleyda from @orainti for @seobytes Expand your Visibility Share leveraging Google’s Search Features and Discover
  28. 28. #seo2021 by @aleyda from @orainti for @seobytes Why? Most of search results for competitive queries that matter will likely be featuring a search feature, including information to better fulfill users search intent
  29. 29. #seo2021 by @aleyda from @orainti for @seobytes Many of these content types, such as videos, products feeds or Web stories will also allow you to leverage additional Google platforms/verticals, eg: YouTube (videos), Discover (Web Stories), Shopping Tab (Products)
  30. 30. #seo2021 by @aleyda from @orainti for @seobytes What will you achieve with it? Improved SERPs visibility and CTR through the relevant search features for your targeted queries Expanded reach through additional platforms depending on the content formats Better inform Google about the content meaning via structured data
  31. 31. #seo2021 by @aleyda from @orainti for @seobytes What search features are included in mobile and desktop search results for your targeted queries?
  32. 32. #seo2021 by @aleyda from @orainti for @seobytes Which are relevant for my content to leverage taking into consideration my goals and are feasible to optimize or develop complying with technical and editorial guidelines?
  33. 33. #seo2021 by @aleyda from @orainti for @seobytes Which of these efforts will allow me to expand my content reach outside of Google’s SERPs?
  34. 34. #seo2021 by @aleyda from @orainti for @seobytes Take a look at these resources https://developers.google.com/search/docs/advanced/ appearance/overview https://support.google.com/merchants/ answer/9668403 https://wordlift.io/blog/en/optimize-for- google-discover/
  35. 35. #seo2021 by @aleyda from @orainti for @seobytes Grow and Leverage Your Brand Authority to Develop your Search Popularity
  36. 36. #seo2021 by @aleyda from @orainti for @seobytes Why? Because building and leveraging your brand is likely the best way to build and scale your link popularity while following Google’s guidelines
  37. 37. #seo2021 by @aleyda from @orainti for @seobytes Actions to promote and communicate what the company is doing to establish its brand awareness and authority, from useful guides, handy tools, industry studies and reports, new features releases, etc.
  38. 38. #seo2021 by @aleyda from @orainti for @seobytes What will you achieve with it? The link popularity and a share of the authority you need to rank for competitive queries Branded searches to maximize your visibility and own much more easily Direct traffic and conversions
  39. 39. #seo2021 by @aleyda from @orainti for @seobytes Key questions to ask What’s your Unique Selling Proposition? How do you want to be known as a brand? What does your audience like to share and link to? Where do they do it? Who do they follow and read? How, where and with whom should you promote your assets/resources to be covered?
  40. 40. #seo2021 by @aleyda from @orainti for @seobytes There are some amazing examples out there gathered by the awesome Neomam team https://neomam.com/blog/jealousy-list-2020/
  41. 41. #seo2021 by @aleyda from @orainti for @seobytes Take a look at these resources https://www.youtube.com/watch?v=yt8db_rOwdc https://neomam.com/blog/link- prospecting/ https://www.aira.net/state-of-link-building/
  42. 42. #seo2021 by @aleyda from @orainti for @seobytes Let’s minimize… #seo2021 by @aleyda from @orainti for @seobytes
  43. 43. #seo2021 by @aleyda from @orainti for @seobytes Giving a bad user Web experience
  44. 44. #seo2021 by @aleyda from @orainti for @seobytes Why? You want your users to trust you and facilitate their journey on your site. Also, page experience is becoming a ranking factor in May and Google is fully switching to a Mobile “only” index in March 2021.
  45. 45. #seo2021 by @aleyda from @orainti for @seobytes https://web.dev/vitals/ With Core Web Vitals we have now clearer metrics to focus on!
  46. 46. #seo2021 by @aleyda from @orainti for @seobytes https://almanac.httparchive.org/en/2020/seo … and many sites still have important issues
  47. 47. #seo2021 by @aleyda from @orainti for @seobytes https://docs.google.com/spreadsheets/d/1P9V_8fDge-fov6CPahS3BST-dq4P_gi5YVANHH4Bpy8/edit?usp=sharing Thankfully, there are so many free tools to help us measure and identify the most important issues to fix!
  48. 48. #seo2021 by @aleyda from @orainti for @seobytes … and even to compare with other sites and do a bulk assessment of your own site pages https://twitter.com/aleyda/status/1337390355503833089
  49. 49. #seo2021 by @aleyda from @orainti for @seobytes Generating unnecessary technical barriers for your content to be indexed and ranked
  50. 50. #seo2021 by @aleyda from @orainti for @seobytes Why? The reliance on JS to provide features that could otherwise be implemented via HTML for main Web content and navigation, has added additional “barriers” to search crawlers
  51. 51. #seo2021 by @aleyda from @orainti for @seobytes https://almanac.httparchive.org/en/2020/seo There is a non-trivial difference in the content shown in raw vs. rendered HTML across the Web
  52. 52. #seo2021 by @aleyda from @orainti for @seobytes Are you relying on client side rendering to feature (add, change eliminate) meaningful content, SEO related configuration or links? Identify potential gaps and issues! Sitebulb
  53. 53. #seo2021 by @aleyda from @orainti for @seobytes Take a look at these resources https://www.contentkingapp.com/ academy/javascript-seo/ https://www.onely.com/blog/ultimate-guide- javascript-seo/ https://developers.google.com/search/docs/ advanced/crawling/large-site-managing- crawl-budget
  54. 54. #seo2021 by @aleyda from @orainti for @seobytes SEO Implementation Blockers and Horror Stories with a Healthy SEO Framework and Agile Process leveraging automation
  55. 55. #seo2021 by @aleyda from @orainti for @seobytes Why? Enough it’s enough! Let’s kill #SEOhorrorstories in 2021
  56. 56. #seo2021 by @aleyda from @orainti for @seobytes It’s about setting a healthy SEO framework https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
  57. 57. #seo2021 by @aleyda from @orainti for @seobytes As well as leveraging automation with an agile approach to show results faster, gain support and avoid resources bottlenecks https://www.youtube.com/watch?v=iD6gWoXusWw&t=714s
  58. 58. #seo2021 by @aleyda from @orainti for @seobytes It’s time to achieve SEO results in 2021
  59. 59. #seo2021 by @aleyda from @orainti for @seobytes Take a look at the full article covering this and more! https://www.aleydasolis.com/en/search-engine-optimization/seo-success-this-year/
  60. 60. #seo2021 by @aleyda from @orainti for @seobytes Thanks! Ask me Anything * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays YouTube SEO Video Series Host * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 * #SEOFOMO Newsletter Wrapper #seo2021 by @aleyda from @orainti for @seobytes

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