Win SEO with Decision Frameworks

No More "It Depends”
 
Learn to Set SEO Workflows &
Frameworks to Win your SEO day-to-day
Aleyda
 
Solis

SEO Consultant &
 
Founder at Orainti
Speaker

headshot

@aleyda
What’s the No. 1 Answer
 
for SEO questions?

@aleyda
Yes! We love
answering with an
 
“it depends” to
SEO questions…

@aleyda
https://twitter.com/aleyda/status/1519298290591875073
“It Depends”

@aleyda
“It Depends”

@aleyda
https://twitter.com/JohnMu/status/1520010931987791872
Even John has an
“It Depends” Shirt

@aleyda
Realistically, everything could be answered
with an “it depends” but it wouldn’t help

@aleyda
“Will I recover before my birthday, doctor?”
It Depends!

@aleyda
…If you take the medicine
and your body reacts as
expected, you should in
30 days.
“Will I recover before my birthday, doctor?”

@aleyda
“Will I have a six pack before the summer?”
It Depends!

@aleyda
“Will I have a six pack before the summer?”
If you work out as I say so
twice per day and eat only
vegetables everyday…
hopefully by June.

@aleyda
“Will this ever fall?”
It Depends!

@aleyda
“Will this ever fall?”
If we follow construction
best practices with the
required safety & quality
standards… likely not in
the next thousand years.

@aleyda
It doesn’t
establish trust &
get buy-in from
decision
makers
Doesn’t help
you to establish
needed resources
for success and
address the
viability &
alternatives
It makes
difficult to get
effective
execution
support from
Stakeholders
Likewise answering
with just a vague “it
depends” can be
detrimental to SEO
Comms & Success

@aleyda
Ideally, we should
provide a specific
answer targeted to
each particular case
backed by data…

@aleyda
By Running Various
Organic Search
Rankings/Traffic/
Revenue Projections
Scenarios
https://erudite.agency/insights/forecasting-for-seo-creating-expectation-and-showing-return-on-investment/

@aleyda
Showing Examples of
competitors with
similar scenarios using
public accessible data vs
Semrush, ahrefs, sistrix, etc.

@aleyda
Using historical
data of previously
executed actions
on similar pages
or scenario
SHOW HOW YOU’RE LOSING MONEY WITH NON-OPTIMIZED
CATEGORIES COMPARING WITH OPTIMIZED ONES

@aleyda
Running SEO A/B Tests
to assess real impact in
a subset of the pages
with a lower effort
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free

@aleyda
However, these
need days/weeks of
effort so it’s natural
to say “it depends”
for a fast answer

@aleyda
There’s a middle
ground! An SEO
knowledge base
using charts &
diagrams you can
reuse explaining FAQs

@aleyda
Most of us already
develop SEO checklists
and templates we
reuse to support our
analysis anyway…

@aleyda
… Why not develop
reusable resources to
communicate SEO
scenarios, frameworks
& processes?

@aleyda
For some reason, most SEOs are not yet
leveraging charts & visuals, but … open to it

@aleyda
Using charts & diagrams to show context,
steps, & criteria have important advantages
Easier to
understand for non-
technical
stakeholders &
decision makers
Facilitate to assess
potential
automation by
development team
Helps to establish
trust by showing in-
depth
understanding, care
and experience

@aleyda
You’ll avoid the vague “it depends” and
quickly answer doubts w/ lower efforts…
Vague "It Depends”
Answer
Decision-makers
SEO Questions
Diagram Resource to
Describe Overall
Concept, Process or
Framework
Specific answers via
analysis, forecast, etc.
X
80%
20%

@aleyda
https://twitter.com/SearchForRyan/status/1516365655796236293
It will also make
you to analyze
activities & set
replicable systems,
and grow your USP

@aleyda
https://lucid.app/, https://miro.com/, https://www.diagrams.net/
There are also a few free & freemium online
diagram makers to help create them

@aleyda
https://www.visual-paradigm.com/tutorials/flowchart-tutorial/
… as well as
fantastic guides
with best
practices to take
into account

@aleyda
@aleyda
Let’s go through a few of them
 
addressing common SEO questions
Decision
Making Processes Scenarios

@aleyda
What steps do you
follow when
developing the SEO
audit of a site?

@aleyda
What will the
SEO audit
include?

@aleyda
What will
SEO reports
include?

@aleyda
What SEO KPIs will you report on?

@aleyda
…By using this Google Sheet SEO Report
Planner!
https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing

@aleyda
What do we do while you develop the initial
SEO audit? We have plenty of resources

@aleyda
“Plenty of resources”

@aleyda
What happens if something goes
 
wrong with SEO releases?

@aleyda
Why are we behind competitors
for [Y] queries?

@aleyda
Why are we not
seeing high
traffic /
conversions
impact of SEO
implementation?
YOU’RE STUCK HERE

@aleyda
How do we avoid this from happening?

@aleyda
How do I implement that?

@aleyda
Why we don’t
do [X] like
[Competitor] is
doing?

@aleyda
Why are we doing [Action X] last and
 
focusing on [Action Y] right away?
Action X
Action Y

@aleyda
How are all of the SEO activities prioritized?
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/

@aleyda
Why are we not optimizing those top
ranked pages with very low CTR?

@aleyda
Why do we need to put so much effort
 
optimizing category pages content?

@aleyda
Why we don’t
index the [X Facet]
on the site to
attract more traffic?

@aleyda
When do we eliminate product pages?

@aleyda
Why are we
eliminating rather
than optimizing
[X] group of
pages?

@aleyda
Why are we not
doing anything
after this Google
Update that
negatively hit us?

@aleyda
Why are we not migrating these old URLs
 
to the new Website?

@aleyda
Should we target languages or
 
countries when going international?

@aleyda
Why don’t we
use ccTLDs for
the new
country
markets?

@aleyda
When should we
localize our
content to the
new
international
markets?

@aleyda
Why don’t we
implement
hreflang in that
group of pages?

@aleyda
It’s now your time to
Identify & Document
the input, processes,
and decisions for SEO
activities you’re
asked the most about
Decision
Process
 
A
Start
Yes No
Process
 
B
End
https://slidemodel.com/how-to-make-a-flowchart/

@aleyda
Let’s ditch most
of those
 
“it depends”

@aleyda
@aleyda
It’s about quickly answering the common
 
SEO questions in an easy to understand way
Decision
Making Processes Scenarios

@aleyda
While helping to tackle some
 
common SEO challenges
Easier to
understand for non-
technical
stakeholders &
decision makers
Facilitate to assess
potential
automation by
development team
Helps to establish
trust by showing in-
depth
understanding, care
and experience

@aleyda
Finally, I know we all
feel pressured to say
something right away
when asked…

@aleyda
… But you don’t expect
meaningful answers from
them without a proper
diagnosis, isn’t it?

@aleyda
Let’s say goodbye
to “it depends”

@aleyda
I’m Aleyda Solis

* 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 Newsletter Wrangler

* Maker LearningSEO.io

* European Search Personality of the Year in 2018

* remoters.net Co-Founder
orainti.com
Thanks!
@aleyda

Win SEO with Decision Frameworks

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