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What Makes your SEO Fail (and how to fix it) #BrightonSEO

Aleyda Solís, profile picture
Aleyda Solís

The document discusses the complexities of achieving SEO success and the common causes of SEO failure identified through a survey of 534 respondents. Key issues include resource limitations, budget constraints, and communication problems during the SEO process, which hinder effective implementation. Solutions to mitigate these failures involve establishing clear client expectations, facilitating actionable recommendations, and prioritizing tasks based on impact and execution feasibility.

Marketing
Related topics:
Search Engine Optimization
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#seosuccess by @aleyda from @orainti for #brightonseo#seosuccess by @aleyda from @orainti for #brightonseo WHAT MAKES YOUR SEO FAIL 
 (AND HOW TO FIX IT)
#seosuccess by @aleyda from @orainti for #brightonseo When I started working as an SEO at an agency, I felt I was handling too many clients to go as in- depth as needed… #seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseo Then I worked 
 in-house but got minimum development support to execute due to resources / timing constraints #seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseo Then I moved to another in-house position, assured tech resources… but got business model constraints #seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseo Then I worked 
 at another agency with far less clients, mostly big brands, with high bureaucracy and very slow execution pace #seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseoThanks @WillmannTobias! https://twitter.com/WillmannTobias/status/1154113730894008320 Achieving SEO success is complex
#seosuccess by @aleyda from @orainti for #brightonseo Need of multidisciplinary & cross- departmental support Complex to understand High dependability on external factors & resources On-going and yet flexible process SEO success is difficult 
 because of the nature of SEO Long-term results
#seofail by @aleyda from @orainti for #brightonseo#seofail by @aleyda from @orainti for #brightonseohttps://twitter.com/aleyda/status/1163809007854747650 But which are the causes for SEO processes failure? 
 I did a survey!
#seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseo#seofail by @aleyda from @orainti for #brightonseohttps://docs.google.com/forms/d/104st26vG1MQjgYMOwAA3gGfD2j4BQRaHbz7Oel6kGqg/ With the option to add any additional cause too
#seosuccess by @aleyda from @orainti for #brightonseo I got 534 answers with their 
 top 3 causes of SEO failure
#seosuccess by @aleyda from @orainti for #brightonseo Let’s take a look at the 
 Why SEO Processes Fail survey results
#seosuccess by @aleyda from @orainti for #brightonseo Notice the difference between the top 2 causes, which are about resources vs. the rest
#seosuccess by @aleyda from @orainti for #brightonseo In fact, the top 3 causes are related to budget/ resources issues!
#seosuccess by @aleyda from @orainti for #brightonseo The top 5 failure causes have to do with SEO execution challenges
#seosuccess by @aleyda from @orainti for #brightonseo The first SEO analysis cause is in No. 7
#seosuccess by @aleyda from @orainti for #brightonseo When organizing per type, the top causes are from budget, client management, and restrictions issues
#seosuccess by @aleyda from @orainti for #brightonseo Avoiding these top issues will likely 
 minimize SEO failure! Lack of Budget and resources for content, technical and link building implementation Client/Project Communication Management issues through the SEO process Implementations restrictions and lack of flexibility to execute recommendations
#seosuccess by @aleyda from @orainti for #brightonseo But, are all these really part of an 
 SEO specialist/consultant job?
#seosuccess by @aleyda from @orainti for #brightonseo They’re causing your SEO failure so you better learn how to fix them! Let’s see how. #seosuccess by @aleyda from @orainti for #brightonseo
#seofail by @aleyda from @orainti for #brightonseo Validate that there’s a real fit and alignment with client/decision maker for an SEO process #seosuccess by @aleyda from @orainti for #brightonseo 1.
#seosuccess by @aleyda from @orainti for #brightonseo The lack of resources and restrictions issues start when the SEO process is qualified and sold Is there real fit for SEO? Are the expectations aligned?
#seosuccess by @aleyda from @orainti for #brightonseo There are 4 fundamental criteria to qualify by 
 identifying fit and align expectations in SEO There should be budget to invest and team involvement to support in content, development and link building There should be flexibility in the used Web platform and established processes to implement SEO actions There’s acceptance that results will be tied to execution and context, so results might need to be updated, along actions priorities if these change There should be willingness to wait long-term and execute at an on- going basis to see results Resources Flexibility Goals Context
#seosuccess by @aleyda from @orainti for #brightonseohttps://en.wikipedia.org/wiki/Solution_selling Diagnosing customer needs Crafting a potential solution Establishing value Understanding the buying center / decision making unit (DMU) Positioning proof, ROI and the total solution Negotiating a win-win solution Following up to ensure customer success Prospecting Follow a solutions sales process, in which an SEO specialist and decision makers should be involved
#seosuccess by @aleyda from @orainti for #brightonseo Although ideal scenarios are unlikely, we can maximize the chances to have w/ “better clients” Thanks @rebelytics!
#seosuccess by @aleyda from @orainti for #brightonseo Afraid you will never close a new SEO client or find a new job?
#seosuccess by @aleyda from @orainti for #brightonseo Position yourself in the SEO market to attract the right clients (what makes you the best for them?) What’s your specialization? SEO area, sector, platforms, company size Why they should trust you vs. others? Establish trust based on your experience and past results Why is easier to work with you? Make it more convenient by developing your own tools, frameworks to facilitate the process
#seosuccess by @aleyda from @orainti for #brightonseo Like Els in UX & CRO
#seosuccess by @aleyda from @orainti for #brightonseo A great fit and alignment w/ the decision maker is fundamental, so they can become your champion
#seosuccess by @aleyda from @orainti for #brightonseo Otherwise there will be more chances 
 to end up in these SEO failure scenarios Thanks @IRGwebsites!
#seosuccess by @aleyda from @orainti for #brightonseo Low number of great clients > High number of bad clients Remember that it should be about 
 a positive ROI, not raw clients numbers
#seosuccess by @aleyda from @orainti for #brightonseoFollow @aprildunford and read https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005 Follow @aprildunford and read Obviously Awesome to learn about positioning
#seofail by @aleyda from @orainti for #brightonseo Facilitate execution w/ actionable, prioritized, incremental, validated recommendations2. #seosuccess by @aleyda from @orainti for #brightonseo
#seosuccess by @aleyda from @orainti for #brightonseo Your SEO process success relies in your capacity to get your recommendations executed
#seosuccess by @aleyda from @orainti for #brightonseo Although there might be always factors 
 out there that are not under our control…
#seosuccess by @aleyda from @orainti for #brightonseo Not showing how the issues impact the site growth Too long and difficult to read document Not connecting with site ultimate business goals Not prioritizing based on the impact and criticality Focusing on the issues without specifying solutions Lack of continuous communication and validation during execution Lack of continuous monitoring of execution impact … you can also facilitate SEO execution & growth by avoiding one-time reccos with these issues
#seosuccess by @aleyda from @orainti for #brightonseo …while following certain principles that will facilitate their implementation & maximize impact Strategical Contextual Segmented Prioritized Actionable Incremental Iterative
#seosuccess by @aleyda from @orainti for #brightonseo SEO audits shouldn’t be just a checklist 
 validating isolated optimization issues YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE
#seosuccess by @aleyda from @orainti for #brightonseo YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE CONTEXT CURRENT RANKINGS STRATEGY COMPETITION RANKINGS AUDIENCE SEARCH BEHAVIOR SERPS CHARACTERISTICS WEBSITE BUSINESS MODEL BUSINESS & MKT GOALS MARKETING ACTIVITIES OTHER DIGITAL CHANNELS But the analysis that takes into consideration context & strategy to drive the SEO process
#seosuccess by @aleyda from @orainti for #brightonseo 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO EFFECT OPTIMIZATION STATUS IMPLEMENTATION DIFFICULTY IMPLEMENTATION RESOURCES BUSINESS IMPORTANCE Defining actions w/ importance, difficulty, resources showing how to fix each meaningful issue 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High
#seosuccess by @aleyda from @orainti for #brightonseo Making them easy to follow with examples, screenshots and actionable wording Type A Type B Scenario 1: Update the canonicalization tag to self-refer to URLs without /
#seosuccess by @aleyda from @orainti for #brightonseo Showing how the issue is affecting the site current rankings/traffic/conversions vs. competitors YOUR SITE
#seosuccess by @aleyda from @orainti for #brightonseo X TYPE OF PAGES WHICH ARE 
 ERRONEOUSLY CANONICALIZED TO WHICH PAGES ARE THEY CANONICALIZED? FROM WHICH PAGES THEY’RE LINKED? WHAT’S THE SIMILARITY WITH THE PAGES THEY’RE CANONICALIZED TO? HOW MANY LINKS GO TO EVERY PAGE? ARE THE PAGES TO WHICH THEY’RE CANONICALIZED INDEXABLE? ARE THE LINKS FOLLOWED? Segmenting and attaching affected pages of each scenario including data to facilitate implementation
#seosuccess by @aleyda from @orainti for #brightonseo 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 Establishing an implementation priority based on the impact and difficulty of each recommendation
#seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 X Page A LOW MEDIUM MEDIUM YES YES NO TBD Y Page B MEDIUM LOW MEDIUM YES YES NO TBD Z Page C LOW LOW MEDIUM YES YES NO TBD Putting in context in a recommendations matrix documenting their characteristics and priority
#seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE Z Page C LOW LOW MEDIUM YES YES NO TBD NONE Keeping only those to be ideally included in the 
 initial SEO iterations due to their high priority
#seosuccess by @aleyda from @orainti for #brightonseo Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY Organizing your SEO recommendations 
 starting with the highest priority one
#seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 15 Using the recommendations matrix as a summary 
 and index to facilitate going through them
#seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY IMPLEMENTAT ION DIFFICULTY VALIDATE D PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 LOW 1 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15 Presenting the recommendations, while validating their difficulty, feasibility & priority w/ stakeholders
#seosuccess by @aleyda from @orainti for #brightonseo YOUR SITE CONTENT RELEVANCE LINKS POPULARITYHIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT Verifying together the availability of the connected resources that will be required in each SEO area
#seosuccess by @aleyda from @orainti for #brightonseo Is there anything critical not doable to execute? Why? Find alternatives with similar outcomes! VIA XML SITEMAP? VIA HTTP HEADER? VIA GTM? VIA EDGE SEO / CDN? HTML HEAD CAN’T BE EDITED TO IMPLEMENT HREFLANG
#seosuccess by @aleyda from @orainti for #brightonseo Use the matrix to set a feasible execution calendar validated with stakeholders RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2019 15/08/2019 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2019 30/08/2019 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2019 15/09/2019 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2019 30/09/2019 WHAT WHYWHERE WHO WHEN
#seosuccess by @aleyda from @orainti for #brightonseo PRE-LAUNCH VALIDATION: OK? IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIXFIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Agreeing on an on-going implementation and validation process that aligns w/ existing workflow
#seosuccess by @aleyda from @orainti for #brightonseoDeepcrawl, Ryte, Botify, OnCrawl Setting recurrent crawls to continuously validate the optimization status after each release
#seosuccess by @aleyda from @orainti for #brightonseo Developing 
 SEO trainings, Webinars, manuals, protocols and Wikis for better SEO understanding & alignment across team members
#seosuccess by @aleyda from @orainti for #brightonseo To minimize the chances of misunderstandings Thanks @lilyraynyc
#seosuccess by @aleyda from @orainti for #brightonseoLittleWarden and Contentking Setting real time SEO monitoring and alerts systems, to be warned if anything changes unexpectedly
#seosuccess by @aleyda from @orainti for #brightonseo Because you want to cover your back and identify issues fast in case things don’t go as expected
#seosuccess by @aleyda from @orainti for #brightonseoThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333 It’s about simplifying and prioritizing to facilitate execution by avoiding overwhelming stakeholders
#seosuccess by @aleyda from @orainti for #brightonseo While being prepared with alternatives 
 and covered for worst-cases scenarios
#seofail by @aleyda from @orainti for #brightonseo Minimize restrictions with a fluid and agile communication with clients/stakeholders #seosuccess by @aleyda from @orainti for #brightonseo 3.
#seosuccess by @aleyda from @orainti for #brightonseoThanks @areej_abuali! https://www.slideshare.net/areejabuali/restructuring-websites-to-improve-indexability-140072104 Remember that as an SEO you 
 become other people’s consultants
#seosuccess by @aleyda from @orainti for #brightonseoThanks @thecoolestcool and @sam_marsden Learn to communicate SEO value and win people support by showing how you can help them
#seosuccess by @aleyda from @orainti for #brightonseo Everything is far easier if you have an internal SEO champion among the decision makers Thanks @leximills and @Chrisgreen87
#seosuccess by @aleyda from @orainti for #brightonseo#auditoriaseo en #seoday por @aleyda de @oraintiThanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 Communicating with ambiguity and technicalities won’t help
#seosuccess by @aleyda from @orainti for #brightonseoThanks @stekenwright https://twitter.com/stekenwright/status/1163690546961035264 Like Stephen Kenwright proposes here
#seosuccess by @aleyda from @orainti for #brightonseo KPIS YOU MONITOR REVENUETRAFFICRANKINGS INDEXABILITYCRAWLABILITY LINKS Personalize your reports based on stakeholders 
 and what they're responsible (and care) for KPIS YOU SHARE WITH DEVELOPMENT TEAM INDEXABILITYCRAWLABILITY KPIS YOU SHARE WITH PR TEAM LINKS KPIS YOU SHARE WITH MARKETING TEAM REVENUETRAFFICRANKINGS TRAFFIC
#seosuccess by @aleyda from @orainti for #brightonseo X % REVENUE GROWTH IN X & Y AREAS IN N MONTHS X % ORGANIC TRAFFIC GROWTH IN X & Y AREAS IN N MONTHS X % OF RANKINGS VISIBILITY GROWTH FOR Z TOPICS IN N MONTHS X % ROI IN N MONTHS WHAT HAVE BEEN ACHIEVED? WHAT WE WILL DO NEXT TO IMPROVE? Y ACTION WITH X RESOURCES DURING Z TIME Z ACTION WITH N RESOURCES DURING Z TIME Make your reports actionable, with specific actions to take based on what you inform about
#seosuccess by @aleyda from @orainti for #brightonseo Learn to word & format your messages based on audience to be relevant, actionable & get support Recommendations Presentations Follow-Up Calls Reports … Why should this matter to the other person? What’s the issue and expected outcome? How can this person help to make it happen? What are the next steps to take? … What are the alternatives?
#seosuccess by @aleyda from @orainti for #brightonseohttps://www.crystalknows.com You can use tools like Crystal to better understand stakeholders personalities to craft your message
#seosuccess by @aleyda from @orainti for #brightonseohttps://www.crystalknows.com Like, learning how to persuade
 Kelvin Newman to take action
#seosuccess by @aleyda from @orainti for #brightonseo Read these books to learn how to better 
 communicate, connect and influence others
#seosuccess by @aleyda from @orainti for #brightonseo SEO Issues SEO Opportunities It’s about refining how you communicate SEO to get more support & understanding
#seosuccess by @aleyda from @orainti for #brightonseo#seosuccess by @aleyda from @orainti for #brightonseo Ready to be a more effective SEO? Positioning Prioritization Communication
#seosuccess by @aleyda from @orainti for #brightonseo I reckon these might not be popular topics 
 but they’re critical to succeed in SEO Thanks @MyNameIsTylor
#seosuccess by @aleyda from @orainti for #brightonseo Because for experienced specialists, 
 SEO is an execution, not a knowledge problem Thanks @kevin_indig
#seosuccess by @aleyda from @orainti for #brightonseohttps://www.aleydasolis.com/en/search-engine-optimization/successful-seo-consulting-tips/ One of the reasons why I started my own SEO consultancy, to have more control with whom I work with and how. Here are more tips that you can take a look at!
#strategicalseo by @aleyda from @orainti for buyma * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 I’m Aleyda Solis, International SEO Consultant 
 & Founder at Orainti. Thanks! #seosuccess by @aleyda from @orainti for #brightonseo

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What Makes your SEO Fail (and how to fix it) #BrightonSEO

  • 1. #seosuccess by @aleyda from @orainti for #brightonseo#seosuccess by @aleyda from @orainti for #brightonseo WHAT MAKES YOUR SEO FAIL 
 (AND HOW TO FIX IT)
  • 2. #seosuccess by @aleyda from @orainti for #brightonseo When I started working as an SEO at an agency, I felt I was handling too many clients to go as in- depth as needed… #seosuccess by @aleyda from @orainti for #brightonseo
  • 3. #seosuccess by @aleyda from @orainti for #brightonseo Then I worked 
 in-house but got minimum development support to execute due to resources / timing constraints #seosuccess by @aleyda from @orainti for #brightonseo
  • 4. #seosuccess by @aleyda from @orainti for #brightonseo Then I moved to another in-house position, assured tech resources… but got business model constraints #seosuccess by @aleyda from @orainti for #brightonseo
  • 5. #seosuccess by @aleyda from @orainti for #brightonseo Then I worked 
 at another agency with far less clients, mostly big brands, with high bureaucracy and very slow execution pace #seosuccess by @aleyda from @orainti for #brightonseo
  • 6. #seosuccess by @aleyda from @orainti for #brightonseoThanks @WillmannTobias! https://twitter.com/WillmannTobias/status/1154113730894008320 Achieving SEO success is complex
  • 7. #seosuccess by @aleyda from @orainti for #brightonseo Need of multidisciplinary & cross- departmental support Complex to understand High dependability on external factors & resources On-going and yet flexible process SEO success is difficult 
 because of the nature of SEO Long-term results
  • 8. #seofail by @aleyda from @orainti for #brightonseo#seofail by @aleyda from @orainti for #brightonseohttps://twitter.com/aleyda/status/1163809007854747650 But which are the causes for SEO processes failure? 
 I did a survey!
  • 9. #seosuccess by @aleyda from @orainti for #brightonseo
  • 10. #seosuccess by @aleyda from @orainti for #brightonseo#seofail by @aleyda from @orainti for #brightonseohttps://docs.google.com/forms/d/104st26vG1MQjgYMOwAA3gGfD2j4BQRaHbz7Oel6kGqg/ With the option to add any additional cause too
  • 11. #seosuccess by @aleyda from @orainti for #brightonseo I got 534 answers with their 
 top 3 causes of SEO failure
  • 12. #seosuccess by @aleyda from @orainti for #brightonseo Let’s take a look at the 
 Why SEO Processes Fail survey results
  • 13. #seosuccess by @aleyda from @orainti for #brightonseo Notice the difference between the top 2 causes, which are about resources vs. the rest
  • 14. #seosuccess by @aleyda from @orainti for #brightonseo In fact, the top 3 causes are related to budget/ resources issues!
  • 15. #seosuccess by @aleyda from @orainti for #brightonseo The top 5 failure causes have to do with SEO execution challenges
  • 16. #seosuccess by @aleyda from @orainti for #brightonseo The first SEO analysis cause is in No. 7
  • 17. #seosuccess by @aleyda from @orainti for #brightonseo When organizing per type, the top causes are from budget, client management, and restrictions issues
  • 18. #seosuccess by @aleyda from @orainti for #brightonseo Avoiding these top issues will likely 
 minimize SEO failure! Lack of Budget and resources for content, technical and link building implementation Client/Project Communication Management issues through the SEO process Implementations restrictions and lack of flexibility to execute recommendations
  • 19. #seosuccess by @aleyda from @orainti for #brightonseo But, are all these really part of an 
 SEO specialist/consultant job?
  • 20. #seosuccess by @aleyda from @orainti for #brightonseo They’re causing your SEO failure so you better learn how to fix them! Let’s see how. #seosuccess by @aleyda from @orainti for #brightonseo
  • 21. #seofail by @aleyda from @orainti for #brightonseo Validate that there’s a real fit and alignment with client/decision maker for an SEO process #seosuccess by @aleyda from @orainti for #brightonseo 1.
  • 22. #seosuccess by @aleyda from @orainti for #brightonseo The lack of resources and restrictions issues start when the SEO process is qualified and sold Is there real fit for SEO? Are the expectations aligned?
  • 23. #seosuccess by @aleyda from @orainti for #brightonseo There are 4 fundamental criteria to qualify by 
 identifying fit and align expectations in SEO There should be budget to invest and team involvement to support in content, development and link building There should be flexibility in the used Web platform and established processes to implement SEO actions There’s acceptance that results will be tied to execution and context, so results might need to be updated, along actions priorities if these change There should be willingness to wait long-term and execute at an on- going basis to see results Resources Flexibility Goals Context
  • 24. #seosuccess by @aleyda from @orainti for #brightonseohttps://en.wikipedia.org/wiki/Solution_selling Diagnosing customer needs Crafting a potential solution Establishing value Understanding the buying center / decision making unit (DMU) Positioning proof, ROI and the total solution Negotiating a win-win solution Following up to ensure customer success Prospecting Follow a solutions sales process, in which an SEO specialist and decision makers should be involved
  • 25. #seosuccess by @aleyda from @orainti for #brightonseo Although ideal scenarios are unlikely, we can maximize the chances to have w/ “better clients” Thanks @rebelytics!
  • 26. #seosuccess by @aleyda from @orainti for #brightonseo Afraid you will never close a new SEO client or find a new job?
  • 27. #seosuccess by @aleyda from @orainti for #brightonseo Position yourself in the SEO market to attract the right clients (what makes you the best for them?) What’s your specialization? SEO area, sector, platforms, company size Why they should trust you vs. others? Establish trust based on your experience and past results Why is easier to work with you? Make it more convenient by developing your own tools, frameworks to facilitate the process
  • 28. #seosuccess by @aleyda from @orainti for #brightonseo Like Els in UX & CRO
  • 29. #seosuccess by @aleyda from @orainti for #brightonseo A great fit and alignment w/ the decision maker is fundamental, so they can become your champion
  • 30. #seosuccess by @aleyda from @orainti for #brightonseo Otherwise there will be more chances 
 to end up in these SEO failure scenarios Thanks @IRGwebsites!
  • 31. #seosuccess by @aleyda from @orainti for #brightonseo Low number of great clients > High number of bad clients Remember that it should be about 
 a positive ROI, not raw clients numbers
  • 32. #seosuccess by @aleyda from @orainti for #brightonseoFollow @aprildunford and read https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005 Follow @aprildunford and read Obviously Awesome to learn about positioning
  • 33. #seofail by @aleyda from @orainti for #brightonseo Facilitate execution w/ actionable, prioritized, incremental, validated recommendations2. #seosuccess by @aleyda from @orainti for #brightonseo
  • 34. #seosuccess by @aleyda from @orainti for #brightonseo Your SEO process success relies in your capacity to get your recommendations executed
  • 35. #seosuccess by @aleyda from @orainti for #brightonseo Although there might be always factors 
 out there that are not under our control…
  • 36. #seosuccess by @aleyda from @orainti for #brightonseo Not showing how the issues impact the site growth Too long and difficult to read document Not connecting with site ultimate business goals Not prioritizing based on the impact and criticality Focusing on the issues without specifying solutions Lack of continuous communication and validation during execution Lack of continuous monitoring of execution impact … you can also facilitate SEO execution & growth by avoiding one-time reccos with these issues
  • 37. #seosuccess by @aleyda from @orainti for #brightonseo …while following certain principles that will facilitate their implementation & maximize impact Strategical Contextual Segmented Prioritized Actionable Incremental Iterative
  • 38. #seosuccess by @aleyda from @orainti for #brightonseo SEO audits shouldn’t be just a checklist 
 validating isolated optimization issues YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE
  • 39. #seosuccess by @aleyda from @orainti for #brightonseo YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE CONTEXT CURRENT RANKINGS STRATEGY COMPETITION RANKINGS AUDIENCE SEARCH BEHAVIOR SERPS CHARACTERISTICS WEBSITE BUSINESS MODEL BUSINESS & MKT GOALS MARKETING ACTIVITIES OTHER DIGITAL CHANNELS But the analysis that takes into consideration context & strategy to drive the SEO process
  • 40. #seosuccess by @aleyda from @orainti for #brightonseo 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO EFFECT OPTIMIZATION STATUS IMPLEMENTATION DIFFICULTY IMPLEMENTATION RESOURCES BUSINESS IMPORTANCE Defining actions w/ importance, difficulty, resources showing how to fix each meaningful issue 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High
  • 41. #seosuccess by @aleyda from @orainti for #brightonseo Making them easy to follow with examples, screenshots and actionable wording Type A Type B Scenario 1: Update the canonicalization tag to self-refer to URLs without /
  • 42. #seosuccess by @aleyda from @orainti for #brightonseo Showing how the issue is affecting the site current rankings/traffic/conversions vs. competitors YOUR SITE
  • 43. #seosuccess by @aleyda from @orainti for #brightonseo X TYPE OF PAGES WHICH ARE 
 ERRONEOUSLY CANONICALIZED TO WHICH PAGES ARE THEY CANONICALIZED? FROM WHICH PAGES THEY’RE LINKED? WHAT’S THE SIMILARITY WITH THE PAGES THEY’RE CANONICALIZED TO? HOW MANY LINKS GO TO EVERY PAGE? ARE THE PAGES TO WHICH THEY’RE CANONICALIZED INDEXABLE? ARE THE LINKS FOLLOWED? Segmenting and attaching affected pages of each scenario including data to facilitate implementation
  • 44. #seosuccess by @aleyda from @orainti for #brightonseo 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 Establishing an implementation priority based on the impact and difficulty of each recommendation
  • 45. #seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 X Page A LOW MEDIUM MEDIUM YES YES NO TBD Y Page B MEDIUM LOW MEDIUM YES YES NO TBD Z Page C LOW LOW MEDIUM YES YES NO TBD Putting in context in a recommendations matrix documenting their characteristics and priority
  • 46. #seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE Z Page C LOW LOW MEDIUM YES YES NO TBD NONE Keeping only those to be ideally included in the 
 initial SEO iterations due to their high priority
  • 47. #seosuccess by @aleyda from @orainti for #brightonseo Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY Organizing your SEO recommendations 
 starting with the highest priority one
  • 48. #seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 15 Using the recommendations matrix as a summary 
 and index to facilitate going through them
  • 49. #seosuccess by @aleyda from @orainti for #brightonseo RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY IMPLEMENTAT ION DIFFICULTY VALIDATE D PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 LOW 1 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15 Presenting the recommendations, while validating their difficulty, feasibility & priority w/ stakeholders
  • 50. #seosuccess by @aleyda from @orainti for #brightonseo YOUR SITE CONTENT RELEVANCE LINKS POPULARITYHIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT Verifying together the availability of the connected resources that will be required in each SEO area
  • 51. #seosuccess by @aleyda from @orainti for #brightonseo Is there anything critical not doable to execute? Why? Find alternatives with similar outcomes! VIA XML SITEMAP? VIA HTTP HEADER? VIA GTM? VIA EDGE SEO / CDN? HTML HEAD CAN’T BE EDITED TO IMPLEMENT HREFLANG
  • 52. #seosuccess by @aleyda from @orainti for #brightonseo Use the matrix to set a feasible execution calendar validated with stakeholders RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2019 15/08/2019 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2019 30/08/2019 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2019 15/09/2019 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2019 30/09/2019 WHAT WHYWHERE WHO WHEN
  • 53. #seosuccess by @aleyda from @orainti for #brightonseo PRE-LAUNCH VALIDATION: OK? IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIXFIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Agreeing on an on-going implementation and validation process that aligns w/ existing workflow
  • 54. #seosuccess by @aleyda from @orainti for #brightonseoDeepcrawl, Ryte, Botify, OnCrawl Setting recurrent crawls to continuously validate the optimization status after each release
  • 55. #seosuccess by @aleyda from @orainti for #brightonseo Developing 
 SEO trainings, Webinars, manuals, protocols and Wikis for better SEO understanding & alignment across team members
  • 56. #seosuccess by @aleyda from @orainti for #brightonseo To minimize the chances of misunderstandings Thanks @lilyraynyc
  • 57. #seosuccess by @aleyda from @orainti for #brightonseoLittleWarden and Contentking Setting real time SEO monitoring and alerts systems, to be warned if anything changes unexpectedly
  • 58. #seosuccess by @aleyda from @orainti for #brightonseo Because you want to cover your back and identify issues fast in case things don’t go as expected
  • 59. #seosuccess by @aleyda from @orainti for #brightonseoThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333 It’s about simplifying and prioritizing to facilitate execution by avoiding overwhelming stakeholders
  • 60. #seosuccess by @aleyda from @orainti for #brightonseo While being prepared with alternatives 
 and covered for worst-cases scenarios
  • 61. #seofail by @aleyda from @orainti for #brightonseo Minimize restrictions with a fluid and agile communication with clients/stakeholders #seosuccess by @aleyda from @orainti for #brightonseo 3.
  • 62. #seosuccess by @aleyda from @orainti for #brightonseoThanks @areej_abuali! https://www.slideshare.net/areejabuali/restructuring-websites-to-improve-indexability-140072104 Remember that as an SEO you 
 become other people’s consultants
  • 63. #seosuccess by @aleyda from @orainti for #brightonseoThanks @thecoolestcool and @sam_marsden Learn to communicate SEO value and win people support by showing how you can help them
  • 64. #seosuccess by @aleyda from @orainti for #brightonseo Everything is far easier if you have an internal SEO champion among the decision makers Thanks @leximills and @Chrisgreen87
  • 65. #seosuccess by @aleyda from @orainti for #brightonseo#auditoriaseo en #seoday por @aleyda de @oraintiThanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 Communicating with ambiguity and technicalities won’t help
  • 66. #seosuccess by @aleyda from @orainti for #brightonseoThanks @stekenwright https://twitter.com/stekenwright/status/1163690546961035264 Like Stephen Kenwright proposes here
  • 67. #seosuccess by @aleyda from @orainti for #brightonseo KPIS YOU MONITOR REVENUETRAFFICRANKINGS INDEXABILITYCRAWLABILITY LINKS Personalize your reports based on stakeholders 
 and what they're responsible (and care) for KPIS YOU SHARE WITH DEVELOPMENT TEAM INDEXABILITYCRAWLABILITY KPIS YOU SHARE WITH PR TEAM LINKS KPIS YOU SHARE WITH MARKETING TEAM REVENUETRAFFICRANKINGS TRAFFIC
  • 68. #seosuccess by @aleyda from @orainti for #brightonseo X % REVENUE GROWTH IN X & Y AREAS IN N MONTHS X % ORGANIC TRAFFIC GROWTH IN X & Y AREAS IN N MONTHS X % OF RANKINGS VISIBILITY GROWTH FOR Z TOPICS IN N MONTHS X % ROI IN N MONTHS WHAT HAVE BEEN ACHIEVED? WHAT WE WILL DO NEXT TO IMPROVE? Y ACTION WITH X RESOURCES DURING Z TIME Z ACTION WITH N RESOURCES DURING Z TIME Make your reports actionable, with specific actions to take based on what you inform about
  • 69. #seosuccess by @aleyda from @orainti for #brightonseo Learn to word & format your messages based on audience to be relevant, actionable & get support Recommendations Presentations Follow-Up Calls Reports … Why should this matter to the other person? What’s the issue and expected outcome? How can this person help to make it happen? What are the next steps to take? … What are the alternatives?
  • 70. #seosuccess by @aleyda from @orainti for #brightonseohttps://www.crystalknows.com You can use tools like Crystal to better understand stakeholders personalities to craft your message
  • 71. #seosuccess by @aleyda from @orainti for #brightonseohttps://www.crystalknows.com Like, learning how to persuade
 Kelvin Newman to take action
  • 72. #seosuccess by @aleyda from @orainti for #brightonseo Read these books to learn how to better 
 communicate, connect and influence others
  • 73. #seosuccess by @aleyda from @orainti for #brightonseo SEO Issues SEO Opportunities It’s about refining how you communicate SEO to get more support & understanding
  • 74. #seosuccess by @aleyda from @orainti for #brightonseo#seosuccess by @aleyda from @orainti for #brightonseo Ready to be a more effective SEO? Positioning Prioritization Communication
  • 75. #seosuccess by @aleyda from @orainti for #brightonseo I reckon these might not be popular topics 
 but they’re critical to succeed in SEO Thanks @MyNameIsTylor
  • 76. #seosuccess by @aleyda from @orainti for #brightonseo Because for experienced specialists, 
 SEO is an execution, not a knowledge problem Thanks @kevin_indig
  • 77. #seosuccess by @aleyda from @orainti for #brightonseohttps://www.aleydasolis.com/en/search-engine-optimization/successful-seo-consulting-tips/ One of the reasons why I started my own SEO consultancy, to have more control with whom I work with and how. Here are more tips that you can take a look at!
  • 78. #strategicalseo by @aleyda from @orainti for buyma * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 I’m Aleyda Solis, International SEO Consultant 
 & Founder at Orainti. Thanks! #seosuccess by @aleyda from @orainti for #brightonseo