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SEO Success in 2021 - #IWES2021

How to achieve success in 2021? Take a look at what maximize and minimize through your SEO Process to improve your effectiveness.

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SEO Success in 2021 - #IWES2021

  1. 1. #seo2021 by @aleyda from @orainti for #IWES2021 SEO SUCCESS #seo2021 by @aleyda from @orainti for #IWES2021
  2. 2. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.similarweb.com/top-websites Google is the 1st Web property in traffic 
 of the Web
  3. 3. #seo2021 by @aleyda from @orainti for #IWES2021 SEMrush YouTube NYTimes eBay Apple Bank of America Organic search is the top traffic channel 
 of big brands after direct…
  4. 4. #seo2021 by @aleyda from @orainti for #IWES2021 SEMrush Zillow Hubspot Pinterest LinkedIn Reddit … has been fundamental for some 
 of the best known startups growth
  5. 5. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.advancedwebranking.com/ctrstudy/ Most of organic clicks from Google searches 
 are still attracted by the top 3 positions
  6. 6. #seo2021 by @aleyda from @orainti for #IWES2021 It’s critical then to be ranked at the top 
 for your relevant queries…
  7. 7. #seo2021 by @aleyda from @orainti for #IWES2021 Making the most out of the Google Search Features to maximize visibility and CTR Image Results Recipes Video Results Products Results Reviews #seo2021 by @aleyda from @orainti for #IWES2021
  8. 8. #seo2021 by @aleyda from @orainti for #IWES2021 There’s more competition than before though and ranking at the top is not getting easier!
  9. 9. #seo2021 by @aleyda from @orainti for #IWES2021 Let’s go through core areas to focus your SEO efforts to win in 2021
  10. 10. #seo2021 by @aleyda from @orainti for #IWES2021 Let’s maximize…
  11. 11. #seo2021 by @aleyda from @orainti for #IWES2021 1. Aligning SEO Efforts with your Product Triangle for an Strategic Approach
  12. 12. #seo2021 by @aleyda from @orainti for #IWES2021 SEO is not about optimizing disconnected technical, content and link popularity aspects of your site following a checklist of best practices without prioritizing ?
  13. 13. #seo2021 by @aleyda from @orainti for #IWES2021 SEO is multidisciplinary and needs to optimize technical, content, promotion aspects of your site… FAST SITE SPEED STRUCTURED DATA THAT SPECIFIES CONTENT MEANING BACKLINKS INTERNAL LINKS MULTIDEVICE FRIENDLY INDEXABLE CONTENT POPULARITY RELEVANCE CRAWLABILITY & INDEXABILITY AUDIENCE SEARCH BEHAVIOR RELEVANT, COMPREHENSIVE TEXT, VIDEO & IMAGE CONTENT THAT FULFILLS SEARCH INTENT CRAWLABLE NAVIGATION & CONTENT SECURE WEBSITE NO INTRUSIVE AND STABLE LAYOUT CONTENT EXPERTISE, AUTHORITATIVENESS, TRUSTWORTHINESS
  14. 14. #seo2021 by @aleyda from @orainti for #IWES2021 … for which it’s critical to align with the different areas involved, product goals and context FAST SITE SPEED STRUCTURED DATA THAT SPECIFIES CONTENT MEANING BACKLINKS INTERNAL LINKS MULTIDEVICE FRIENDLY INDEXABLE CONTENT AUDIENCE SEARCH BEHAVIOR RELEVANT, COMPREHENSIVE TEXT, VIDEO & IMAGE CONTENT THAT FULFILLS SEARCH INTENT CRAWLABLE NAVIGATION & CONTENT SECURE WEBSITE NO INTRUSIVE AND STABLE LAYOUT CONTENT EXPERTISE, AUTHORITATIVENESS, TRUSTWORTHINESS PR/SOCIAL/CONTENT MARKETING CONTENT STRATEGY/ COPYWRITING/CONTENT MARKETING/WEB DEVELOPMENT WEB DESIGN/WEB DEVELOPMENT/ DEVOPS AUDIENCE RESEARCH / MONITORING POPULARITY RELEVANCE CRAWLABILITY & INDEXABILITY WEB MEASURE
  15. 15. #seo2021 by @aleyda from @orainti for #IWES2021 Integrating SEO within the Website product triangle should be the base for the SEO process to set a strategy that leverages existing efforts and achieve goals that matter
  16. 16. #seo2021 by @aleyda from @orainti for #IWES2021 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
  17. 17. #seo2021 by @aleyda from @orainti for #IWES2021 Start by asking fundamental questions: ๏ 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? PRIORITIZE
  18. 18. #seo2021 by @aleyda from @orainti for #IWES2021 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? … while taking into consideration your product and organization context
  19. 19. #seo2021 by @aleyda from @orainti for #IWES2021 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
  20. 20. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources for more! 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/
  21. 21. #seo2021 by @aleyda from @orainti for #IWES2021 2. Understand and connect with your audience search Intent to become the best comprehensive answer for the queries that actually matter
  22. 22. #seo2021 by @aleyda from @orainti for #IWES2021 Why? 
 Avoid losing rankings with Google Core Algorithm updates and start correctly fulfilling users search intent that will not only perform but convert better
  23. 23. #seo2021 by @aleyda from @orainti for #IWES2021 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?
  24. 24. #seo2021 by @aleyda from @orainti for #IWES2021 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
  25. 25. #seo2021 by @aleyda from @orainti for #IWES2021 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
  26. 26. #seo2021 by @aleyda from @orainti for #IWES2021 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/
  27. 27. #seo2021 by @aleyda from @orainti for #IWES2021 …  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
  28. 28. #seo2021 by @aleyda from @orainti for #IWES2021 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!
  29. 29. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources for more! 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/
  30. 30. #seo2021 by @aleyda from @orainti for #IWES2021 3. Expand your Visibility Share leveraging Google’s Search Features and Discover
  31. 31. #seo2021 by @aleyda from @orainti for #IWES2021 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
  32. 32. #seo2021 by @aleyda from @orainti for #IWES2021 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)
  33. 33. #seo2021 by @aleyda from @orainti for #IWES2021 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
  34. 34. #seo2021 by @aleyda from @orainti for #IWES2021 What search features are included in mobile and desktop search results for your targeted queries? SEMrush
  35. 35. #seo2021 by @aleyda from @orainti for #IWES2021 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? https://developers.google.com/search/docs/advanced/mobile/google-discover
  36. 36. #seo2021 by @aleyda from @orainti for #IWES2021 Which of these efforts will allow to expand your content reach outside of Google’s SERPs?
  37. 37. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources for more! 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/
  38. 38. #seo2021 by @aleyda from @orainti for #IWES2021 4. Grow and Leverage Your Brand Authority to Develop your Search Popularity
  39. 39. #seo2021 by @aleyda from @orainti for #IWES2021 Why? 
 Because building and leveraging your brand is likely the best way to build and scale your link popularity while following Google’s guidelines
  40. 40. #seo2021 by @aleyda from @orainti for #IWES2021 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.
  41. 41. #seo2021 by @aleyda from @orainti for #IWES2021 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
  42. 42. #seo2021 by @aleyda from @orainti for #IWES2021 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?
  43. 43. #seo2021 by @aleyda from @orainti for #IWES2021 There are some amazing examples out there 
 gathered by the awesome Neomam team https://neomam.com/blog/jealousy-list-2020/
  44. 44. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources for more! https://www.youtube.com/watch?v=yt8db_rOwdc https://neomam.com/blog/link- prospecting/ https://www.aira.net/state-of-link-building/
  45. 45. #seo2021 by @aleyda from @orainti for #IWES2021 Let’s minimize…
  46. 46. #seo2021 by @aleyda from @orainti for #IWES2021 1. Giving a bad user Web experience
  47. 47. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.thinkwithgoogle.com/feature/testmysite/ A slow Web experience makes you lose money!
  48. 48. #seo2021 by @aleyda from @orainti for #IWES2021 You want to facilitate your users journey on your site with a fast, mobile friendly, non- intrusive experience. Page experience is becoming a ranking factor in May!
  49. 49. #seo2021 by @aleyda from @orainti for #IWES2021 https://web.dev/vitals/ With Core Web Vitals we have now 
 clearer metrics to focus on!
  50. 50. #seo2021 by @aleyda from @orainti for #IWES2021 https://almanac.httparchive.org/en/2020/seo Many sites have important issues
  51. 51. #seo2021 by @aleyda from @orainti for #IWES2021 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!
  52. 52. #seo2021 by @aleyda from @orainti for #IWES2021 … and even to compare with other sites and do a bulk assessment of your own site pages https://twitter.com/aleyda/status/1337390355503833089
  53. 53. #seo2021 by @aleyda from @orainti for #IWES2021 You can leverage plugins (like WP Rocket) 
 and CDNs (like Cloudflare) to optimize your speed to facilitate the implementation
  54. 54. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources for more! https://www.youtube.com/watch?v=jwTA8pHeQKw https://seosly.com/core-web-vitals-audit/ https://www.onely.com/blog/page-experience/
  55. 55. #seo2021 by @aleyda from @orainti for #IWES2021 2. Generating unnecessary technical barriers for your content to be indexed and ranked
  56. 56. #seo2021 by @aleyda from @orainti for #IWES2021 https://insights.stackoverflow.com/trends?tags=angularjs%2Cangular%2Creactjs%2Cvue.js In the last few years, there has been an important increase in the usage of JavaScript Frameworks
  57. 57. #seo2021 by @aleyda from @orainti for #IWES2021 Unfortunately, the reliance on JS frameworks for Web navigation and content that could be implemented via HTML has added additional “barriers” to search crawlers HTML Based Navigation is implemented
  58. 58. #seo2021 by @aleyda from @orainti for #IWES2021 … This can really end up hurting your Website rankings
  59. 59. #seo2021 by @aleyda from @orainti for #IWES2021 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
  60. 60. #seo2021 by @aleyda from @orainti for #IWES2021 Are you relying on client side rendering to feature (add, change eliminate) meaningful content, SEO related configuration or links? Identify potential gaps to close them! Sitebulb
  61. 61. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at these SEO resources to learn how! 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
  62. 62. #seo2021 by @aleyda from @orainti for #IWES2021 3. Solving SEO Implementation Blockers and Issues with a Healthy SEO Framework and Agile Process leveraging automation
  63. 63. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.slideshare.net/aleydasolis/what-makes-your-seo-fail-and-how-to-fix-it-brightonseo Most SEO processes fail because of lack of implementation support due to budget or technical restrictions
  64. 64. #seo2021 by @aleyda from @orainti for #IWES2021 This shouldn’t be an issue if you effectively prioritize 
 the SEO process activities strategically … HIGH PRIORITY 
 HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY 
 HIGH IMPACT WITH MEDIUM DIFFICULTY 
 MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3
  65. 65. #seo2021 by @aleyda from @orainti for #IWES2021 1ST ITERATION: 
 LOW COMPETITION QUERIES AUDIENCE & COMPETITIVE RESEARCH TECHNICAL & CONTENT OPTIMIZATION SEO RESULTS MEASUREMENT LINK BUILDING CAMPAIGN 1 2 3 4 2ND ITERATION: MEDIUM 
 COMPETITION QUERIES AUDIENCE & COMPETITIVE RESEARCH TECHNICAL & CONTENT OPTIMIZATION SEO RESULTS MEASUREMENT LINK BUILDING CAMPAIGN 2 3 4 1 … to start seeing results faster with an iterative/ incremental development…
  66. 66. #seo2021 by @aleyda from @orainti for #IWES2021 seomonitor … with high impact and lower difficulty changes in those pages to rank for meaningful queries, for which we can do projections to show what the expected traffic would cost if you were spending in paid search
  67. 67. #seo2021 by @aleyda from @orainti for #IWES2021 It’s also critical to be consistent and avoiding 
 errors in the on-going SEO implementation
  68. 68. #seo2021 by @aleyda from @orainti for #IWES2021 There are so many of them that I started a #SEOhorrorstories hashtag a few years ago to share stories between SEOs…
  69. 69. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them .. and go through the (rather recurrent) issues in a yearly presentation
  70. 70. #seo2021 by @aleyda from @orainti for #IWES2021 These can be avoided establishing a 
 “Healthy SEO Framework” within the company https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them
  71. 71. #seo2021 by @aleyda from @orainti for #IWES2021 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 YES NO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION Implementing automated validations within the Web platform to follow SEO best practices
  72. 72. #seo2021 by @aleyda from @orainti for #IWES2021 To follow a validation workflow before 
 and after releasing any change 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 FIX ON-GOING SEO VALIDATION: OK?
  73. 73. #seo2021 by @aleyda from @orainti for #IWES2021 .. setting real time SEO monitoring and alerts systems, 
 to be warned if anything changes unexpectedly ContentKing, Little Warden
  74. 74. #seo2021 by @aleyda from @orainti for #IWES2021 To protect your organic search results from this To Avoid This
  75. 75. #seo2021 by @aleyda from @orainti for #IWES2021 … at the end, it’s about an aligned and effective execution to achieve results
  76. 76. #seo2021 by @aleyda from @orainti for #IWES2021 Maximizing what will have a bigger SEO impact… SEO + Product Alignment Understanding + Fulfilling Audience Intent Leverage Search Features + Discover Growing Brand Authority
  77. 77. #seo2021 by @aleyda from @orainti for #IWES2021 …and minimizing biggest SEO challenges Bad user experience Technical barriers towards crawling & indexing SEO Implementation Blockers
  78. 78. #seo2021 by @aleyda from @orainti for #IWES2021 Take a look at the full article covering this and more! https://www.aleydasolis.com/en/search-engine-optimization/seo-success-this-year/
  79. 79. #seo2021 by @aleyda from @orainti for #IWES2021 It’s time to achieve SEO results in 2021
  80. 80. #seo2021 by @aleyda from @orainti for #IWES2021 https://learningseo.io/ Are you just starting in SEO? 
 Take a look at LearnSEO.io
  81. 81. #seo2021 by @aleyda from @orainti for #IWES2021 https://www.seofomo.co/ .. and Subscribe to the #SEOFOMO Newsletter to keep updated with the latest in SEO too
  82. 82. #seo2021 by @aleyda from @orainti for #IWES2021 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 #IWES2021

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