Cross-Functional SEO at #SearchFest
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Transcript of Cross-Functional SEO at #SearchFest
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Cross-Functional SEO An SEO Swiss Army Knife approach to drive multi-
channel, content & Product Marketing growth
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS
@ALEYDA
I SHARE
Hola #SearchFest
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Some still think SEO works like this
SEOContent Branding
ProductDesign
Development Usability
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is a thinking that drives situations like this one
Don’t change my CONTENT
You just need to add a few KEYWORDS
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is a thinking that drives situations like this one
Don’t change my
CODEYou just
need to add a few TAGS
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is a thinking that drives situations like this one
Don’t change my DESIGN
You just need to add a
few LINKS
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
But it’s not about creating <any action> for SEO purposes… but using SEO to grow them
SEO
Product Branding
Usability
Content
Design
Development
SEO
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
SEO
Product Branding
Usability
Content
Design
Development
Paid Search
SocialEmail
SEO Affiliates
Referrals
SEO is a cross-functional growth driver that strategically optimizes your multichannel actions & presence
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
With the goal to support across the customer journey through the funnel
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
To help everybody win!
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Skeptical? Let’s see a few Cross-Functional SEO scenarios, showing how SEO can help other areas to succeed
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
An International SEO analysis will help to establish the best markets to target and the most effective Web structure to
connect & perform with your international audiences
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Product
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
For example, by allowing you to answer some of the most common questions when expanding abroad
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which are the markets that can
bring enough traffic to achieve a positive ROI from an international
expansion? Should You Country Or
Language Target your international
markets?
Which is the best Web
structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
similarweb.com
Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
Identify the level &
sources of traffic of the desired
country markets
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
semrush.com
Identify the level &
sources of traffic of the desired
country markets
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
www.aleydasolis.com/en/international-seo-tools/roi-calculator/
Check if it’s going to be enough for break-even
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
>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 at #SearchFest by @aleyda from @orainti
Which are the markets that can bring enough traffic to achieve a positive ROI from an international expansion?
#crossfunctionalseo at #SearchFest 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
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Should You Country Or Language Target your international markets?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
What’s The Web Structure
Of The Top Sites In Your Target
Markets?
Which is the best Web structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Of those ranking for your
top queries
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is the best Web structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
.. and what’s the role
of their link profile & domain authority?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is the best Web structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
What’s The Influence Of
Having A Localized Domain vs. A Generic
One In The User Behavior?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is the best Web structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
The correlation of
localized domains in rankings
Your competitors
domain authority
The Web structure
influence on user CTR +
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which is the best Web structure to establish your International presence?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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 at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
It’s about providing to business & product development input they need to make their efforts succeed
We’re expanding and conquering the world
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
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
Mobile
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
For example, by helping you avoid two of the most common issues found by mobile shoppers
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/
Which are the specific mobile search queries that your mobile site should prioritize to answer?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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?
sistrix.com
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
… and in your search
market? Group them and verify
mobile share
Which are the specific mobile search queries that your mobile site should prioritize to answer?
kwfinder.com
huballin.com
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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 at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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
besearchmetrics.com
#crossfunctionalseo at #SearchFest 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 at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Which of your top pages have mobile speed (and optimization) issues?
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
urlprofiler.com
Do a bulk validation of your top pages with
mobile page speed issues and identify
their specific issues
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Like this you won’t only improve your mobile traffic & conversions but your user engagement & overall experience
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Our Mobile experience is the best
It’s about providing to your UX & mobile development colleagues input they need to make their efforts succeed
#crossfunctionalseo at #SearchFest 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
Content
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
For example, by allowing you to help achieve some of the most common content goals
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Providing input to create content that will effectively give support to your
customers
Giving input to craft content in the
format that will better engage with
your community
Maximizing your content
exposure in any searchable
platform
Helping your landing
pages copy to answer common user
questions when deciding to
convert
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping your landing pages copy to answer the most common user questions when deciding to convert
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Like comparisons
with your competitors
keywordtool.io
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping your landing pages copy to answer the most common user questions when deciding to convert
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
That you can use to enable a
comparison page you control & supports
conversion
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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 at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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
NO
YES
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Providing input to create content that will effectively give support to your customers after buying
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
You can identify questions about
the usage of your product
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
… that you can use to create your product support
information
Providing input to create content that will effectively give support to your customers after buying
YES
#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Providing input to create content that will effectively give support to your customers after buying
NO… although
sometimes even companies with great content marketing miss
them
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping to craft content in the format that will better engage with your community
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
…Identifying social networks,
content type and relevant sites with
highest shares
buzzsumo.com
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping to craft content in the format that will better engage with your community
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
…The length and topics of best performing content
of top sites
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping to craft content in the format that will better engage with your community
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
… Most popular content
per format
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping to craft content in the format that will better engage with your community
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
That you can match with the top
queries in your industry per result type, verifying which would give you more SERP
visibility
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Helping to craft content in the format that will better engage with your community
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
… as well as those giving more traffic already to your competitors
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Maximizing your content exposure in any searchable platform
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Not only via rankings, but
also SERP features
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Maximizing your content exposure in any searchable platform
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Identifying the type of features per
query
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Maximizing your content exposure in any searchable platform
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
To prioritize and maximize the results structured
data implementation
https://developers.google.com/structured-data/
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Maximizing your content exposure in any searchable platform
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
As well as twitter cards & open graph to
better control your visibility in social
networks
https://dev.twitter.com/cards/types
https://developers.facebook.com/docs/sharing/overview
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Like this you will make the most out of your content, maximizing not only its visibility but engagement & conversion
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
seomonitor.com
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
It’s about providing to the content team input they need to make their efforts succeed
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Our content drive exposure & clients
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Because SEOs can be the Digital Marketing MacGyvers
#crossfunctionalseo at #SearchFest by @aleyda from @orainti