#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Cross-Functional SEO to Grow Your Marketing in a Multichannel World

Cross-Functional SEO to Grow Your Marketing in a Multichannel World

#ukmarketingday

Aleyda Solis, Orainti

ukmarketingday.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Cross-Functional SEO to Grow Your Marketing in a Multichannel World

#ukmarketingday

Aleyda SolisInternational SEO Consultant & Founder of Orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Cross-Functional SEO to Grow Your Marketing in a Multichannel World

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

I SPEAK

I DO SEO

ORAINTI.COM

I WRITE

I’M ALEYDA SOLIS

Hi #ukmarketingday!

@ALEYDA

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

I SHARE

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

There are still people who think that SEO works like this…

SEOCONTENT BRANDING

PRODUCTDESIGN

DEVELOPMENT USABILITY

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which causes situations of this type

Don’t change my DESIGN

You just need to

include some LINKS

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Don’t change my

CODEYou just need to add some

TAGS

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which causes situations of this type

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

This are SEM landing

pages and you can’t touch

them They can also be OPTIMIZED

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which causes situations of this type

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

It’s not about doing any action for SEO… but doing SEO to grow any action

SEO

PRODUCT BRANDING

USABILITY

CONTENT

DESIGN

DEVELOPMENT

SEO

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

SEO

PRODUCT BRANDING

USABILITY

CONTENT

DESIGN

DEVELOPMENT

PPC

SOCIALEMAIL

SEO AFFILIATES

DISPLAY

SEO is a visibility and traffic growth driver that should optimize and align your multichannel actions & presence

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

With the goal of supporting visibility, traffic and conversion generation through the customer journey

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

So everybody and the company can win

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Are you skeptical? Let’s see in some scenarios how SEO can help and collaborate to create success with other areas

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

An international SEO study allows to identify the potential and audience profile by market and language…

Product

Organic traffic

Paid traffic

Social traffic

International expansion

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

similarweb.com

Which markets have enough potential to reach a positive ROI in an international expansion?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Identify the level &

sources of traffic of the desired

country markets

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

semrush.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which markets have enough potential to reach a positive ROI in an international expansion?

Identify the level &

sources of traffic of the desired

country markets

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

www.aleydasolis.com/en/international-seo-tools/roi-calculator/

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which markets have enough potential to reach a positive ROI in an international expansion?

Check if it’s going to be enough for break-even

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which markets have enough potential to reach a positive ROI in an international expansion?

>Your International traffic potential

Visits & Conversions for a break-even

Yes No

Continue with the international Web &

SEO project

Might be too early

Buy & secure your ccTLDs for future activity

Create custom alerts in GA

Create a pilot project

prioritizing main pages

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Is location a factor that influence your Web operations?

Yes No

Is there enough traffic & conversions to target each country?

Language Targeting

Yes No

Country Targeting

You can start with

Should You Country Or Language Target your international markets?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

By identifying this you won’t only improve the chances of a more successful international SEO process but a cost-

effective foreign expansion with a high ROI

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Organic traffic

Paid traffic

User experience

Web

App

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Mobile

A mobile SEO analysis will give input to establish a highly targeted mobile experience that connects with your user

specific behavior & improve their engagement & conversions

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

For example, by helping you avoid two of the most common issues found by mobile shoppers

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

sistrix.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

Which are the specific top

queries coming from mobile to your site

& competitors?

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

kwfinder.com

keywordtool.io

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

… and in your search

market? Group them and verify

mobile share

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

Complete the analysis with the queries you can identify from your own and your app

competitors

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

searchmetrics.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

Which additional

modifiers can you find and which type

of format should you content

be

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which are the specific mobile search queries that your mobile site should prioritize to answer?

Use them not only to optimize your

content but provide the desired information

and functionality in your mobile site

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

urlprofiler.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Which of your top pages have mobile speed (and optimization) issues?

Do a bulk validation of your top pages with

mobile page speed issues and identify

their specific issues

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Identify your fundamental mobile optimization issues & prioritize your efforts towards the most critical pages with URLprofiler

Mobile Friendliness

Mobile Speed

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

… as well as the assets causing the performance issues

webpagetest.org

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Like this you won’t only improve your mobile traffic & conversions but your user engagement & overall experience

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Content

Organic traffic

Social traffic

User experience

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

SEO for content gives input about topics & formats to better answer your customer questions through their journey, while

maximizing its visibility in any searchable platform

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

keywordtool.io

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Helping your landing pages copy to answer the most common user questions when deciding to convert

Like comparisons

with your competitors

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Helping your landing pages copy to answer the most common user questions when deciding to convert

That you can use to enable a

comparison page you control & supports

conversion

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Helping your landing pages copy to answer the most common user questions when deciding to convert

Or identify apps & discount

related queries to your industry, services or

brand

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

NO

YES

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Helping your landing pages copy to answer the most common user questions when deciding to convert

… although some don’t do their

homework while others leverage

every opportunity

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Providing input to create content that will effectively give support to your customers after buying

You can identify questions about

the usage of your product

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

SI

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Providing input to create content that will effectively give support to your customers after buying

… that you can use to create your product support

information

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

NO

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Providing input to create content that will effectively give support to your customers after buying

… although

sometimes even companies with great content marketing miss

them

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Maximizing your content exposure in any searchable platform

Not only via rankings, but

also SERP features

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Maximizing your content exposure in any searchable platform

Identifying the type of features per

query

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

https://developers.google.com/structured-data/

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Maximizing your content exposure in any searchable platform

To prioritize and maximize the results structured

data implementation

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

https://dev.twitter.com/cards/types

#crossfunctionalseo en #ukmarketingday by @aleyda from @oraintihttps://developers.facebook.com/docs/sharing/overview

Maximizing your content exposure in any searchable platform

As well as twitter cards & open graph to

better control your visibility in social

networks

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

https://dev.twitter.com/cards/types

OnPage.org offers Facebook & Twitter

previews & validation of the crawled

pages

onpage.org

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Maximizing your content exposure in any searchable platform

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

seomonitor.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Like this you will make the most out of your content, maximizing not only its visibility but engagement & conversion

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

… and you’ll have a much better control of your online reputation

seomonitor.com

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Because by doing cross-functional SEO along the other areas & channels we achieve more and better

results!

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Thank you! Questions

#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti

Thank you! Questions

Thanks for joining us!

#ukmarketingday

ukmarketingday.com