How SMBs can win in Competitive SEO Sectors at #SAScon #SAScon2015

#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI

HOW SMBS CAN WIN IN COMPETITIVE SEO SECTORS

HELLO MANCHESTER


SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS



WELCOME TO THE ULTIMATE SEO STRUGGLE


WELCOME TO THE ULTIMATE SEO STRUGGLE

I’M A HUGE BRAND

I’M A SMALL COMPANY


GOOGLE LOVES ME AND YOU’RE SCREWED


YES, AUTHORITY PLAYS AN IMPORTANT ROLE IN RANKINGS ….


DO YOU LIKE MY BIG BRAND ADVANTAGE?


SEO ISN'T JUST ABOUT RANKINGS ANYMORE


SNIPPETS

KNOWLEDGE GRAPH

MAPS

SERPS HAVE EVOLVED (AND ARE STILL EVOLVING)

MULTIDEVICEAPPS


http://mozcast.com/features

ALONG NEW SEARCH FEATURES

http://mozcast.com/features

GOOGLE IS COMPETING (SPECIALLY) WITH BIG PLAYERS


AND WANT TO BECOME THE SMB PROVIDER TOO



BIG PLAYERS MIGHT HAVE ADVANTAGES BUT ALSO CHALLENGES THAT SMALL COMPANIES CAN LEVERAGE…


REMEMBER THAT THE GOAL IS TO MAXIMIZE YOUR BUSINESS PRESENCE SERP VISIBILITY


TO CONNECT WITH YOUR TARGET AUDIENCE


AND MAXIMIZE RESULTS & CONVERSIONS ALONG THE CUSTOMER JOURNEY

IN WAYS THAT BIG PLAYERS SOMETIMES CAN’T…


LET’S SEE BIG PLAYERS CHARACTERISTICS


HIGH AUTHORITY MORE RESOURCES

SLOW NON-FLEXIBLE

BROAD & NON-LOCALIZED

BIG COMPANIES

+

AND THE ONES OF SMALLER BUSINESSES


SMALL BUSINESSES

FAST FLEXIBLE

MORE TARGETED

LOWER AUTHORITY LESS RESOURCES

+


BIG COMPANIES

HIGH AUTHORITY MORE RESOURCES

SLOW NON-FLEXIBLE

BROADER & NON-LOCAL

SMALL BUSINESSES

FAST FLEXIBLE

MORE TARGETED

LOWER AUTHORITY LESS RESOURCES

VS

USE THEM TO STRATEGICALLY TARGET YOUR SMB SEO

++

LOWER AUTHORITY?

BE STRATEGIC: LESS COMPETITION + MORE VISIBILITY



LESS RESOURCES?

OPEN SOURCE & AUTOMATE

TOO BROAD COMPETITORS?

LOCALIZE YOUR PRESENCE


SLOW & NON-FLEXIBLE COMPETITION?

BE LEAN & FAST


HERE ARE SOME TIPS TO DO IT



FIRST IDENTIFY SEO COMPETITION AND VISIBILITY OPPORTUNITIES IN YOUR INDUSTRY

RELEVANCE

LOW COMPETITION PER DEVICE

VOLUME

PROFITABILITY

TRENDHIGH VISIBILITY BY

SERP FUNCTIONALITYSEASONALITY

WHAT’S THE REQUIRED

OPTIMIZATION AND POPULARITY LEVEL? FOR WHICH TERM AND TYPE

OF CONTENT?

WHICH FUNCTIONALITY IS

ENABLING THE VISIBILITY? IS IT FEASIBLE TO USE

IT?

CONTENT TYPE,

PLATFORM & FORMAT

QUERIES TO BE TARGETED

OPTIMIZATION & POPULARITY REQUIREMENTS

INTENT

BIG PLAYERS CAN HAVE PRESENCE IN ALL TYPE OF INDUSTRIES, EVEN IN LOCAL ONES…



VERIFY YOUR INDUSTRY MAIN COMPETITORS, THEIR TREND, VOLUME & TARGETED QUERIES

BE STRATEGIC WITH SIMILARWEB


COMPARE YOUR DOMAINS TO IDENTIFY WHICH ARE THE UNIQUE & COMMON KEYWORDS

BE STRATEGIC WITH SEMRUSH


CHECK FOR ADDITIONAL RELATED, PHRASE MATCH & LONG-TAIL QUERIES PERMUTATIONS

BE STRATEGIC WITH

KEYWORDTOOL.IO


IDENTIFY THE USED DEVICES BY SEARCH QUERIES TYPES

BE STRATEGIC WITH GOOGLE’S KEYWORD

PLANNER


VERIFY THEIR VOLUME, COMPETITION & TREND

AUTOMATE WITH

KWFINDER


ALONG THE RANKED CONTENT & SERP FEATURES

MANCHESTER GYMPERSONAL TRAINER MANCHESTER

VS

AUTOMATE WITH MOZ KW

DIFFICULTY


ASK YOURSELF: FROM WHICH SERP CAN YOU EARN MORE VISIBILITY?

VS


WHICH FEATURE & CONTENT TYPE CAN PROVIDE THE SERP VISIBILITY OPPORTUNITY?

APPS W/ REVIEWS

IMAGESIMAGES

VIDEO NEWS

BE STRATEGIC


AND WHAT ON MOBILE?

VS


IDENTIFY QUERIES & SERPS PATTERNS WITH MORE VISIBILITY OPTIONS AND LESS COMPETITION

INFORMATIONAL review tips

guide news

TRANSACTIONAL buy

reserve purchase register

or

PRODUCTS

AREAS

TOPICS

or

or


TARGET THOSE!


NOW YOU CAN MAXIMIZE YOUR VISIBILITY WITH THEM WHILE AUTOMATING & BEING LEAN…


RICH SNIPPETS? USE STRUCTURED DATA

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

PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, BUSINESSES

BE FAST



ADD THE SITE NAME, BREADCRUMBS, SITELINKS SEARCH BOX…

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

BE FAST

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


PAVE THE WAY FOR YOUR KNOWLEDGE GRAPH RESULTS

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

BE FAST

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


NEED TO AUTOMATE? USE THE RANKTANK SERPTITUDE SERP & STRUCTURED DATA TESTING TOOL

http://www.ranktank.org/serpitude-serp-rich-snippet-testing-tool/



USE THE CHROME MOBILE EMULATOR & RANKTANK MOBILE-FRIENDLY SERP TESTING TOOL

https://developer.chrome.com/devtools/docs/device-mode http://www.ranktank.org/mobile-friendly-serp-testing-tool/

AUTOMATE

https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/


AS WELL AS THE SITSELINKS SEARCH BOX BUILDER

http://www.ranktank.org/structured-data-sitelinks-search-box-builder/

AUTOMATE

http://www.ranktank.org/structured-data-sitelinks-search-box-builder/


SHORT ON TECHNICAL RESOURCES TO EXECUTE? USE WORDPRESS…

yoast.com/wordpress/

AUTOMATE

http://yoast.com/wordpress/


… OR MAGENTO AS CMS

https://paulnrogers.com/magento-technical-seo-issues-to-look-out-for/

AUTOMATE

https://paulnrogers.com/magento-technical-seo-issues-to-look-out-for/


DON’T FORGET TO VERIFY SEO REQUIREMENTS WITH THE SEO FRIENDLY CMS CHECKLIST

http://www.stateofdigital.com/cms-seo-requirements-checklist-2015-edition/



VALIDATE THE TECHNICAL OPTIMIZATION WITH AN EASY TO USE & ACTIONABLE TOOL AS ONPAGE

https://en.onpage.org/

AUTOMATE



ARE YOU A LOCAL BUSINESS? MAXIMIZE YOUR VISIBILITY FOR LOCALIZED RESULTS

http://moz.com/blog/2013-local-search-ecosystems



OPTIMIZE BOTH GOOGLE’S MY BUSINESS & YOUR OWN SITE PAGE TO BECOME RELEVANT FOR LOCAL QUERIES

https://moz.com/local-search-ranking-factors



USE WHITESPARK LOCAL CITATION FINDER TO GROW YOUR BUSINESS LOCAL CITATIONS

https://www.whitespark.ca/local-citation-finder

AUTOMATE

https://www.whitespark.ca/local-citation-finder


USE BUZZSUMO TO IDENTIFY MOST POPULAR LOCAL OR INDUSTRY RELATED CONTENT & INFLUENCERS

AUTOMATE

http://buzzsumo.com/

http://buzzsumo.com/


USE LINKRISK TO EASILY GET DATA FROM RELEVANT SITES TO OUTREACH

AUTOMATE

https://linkrisk.com/

https://linkrisk.com/


MONITOR YOUR COMPLETE SERPS & COMPETITORS RANKINGS WITH SERPWOO

https://www.serpwoo.com/

AUTOMATE

https://www.serpwoo.com/


NOT ENOUGH RESULTS? USE VERTICAL PLATFORMS TO GROW & DIVERSIFY YOUR WEB PRESENCE

FLEXIBILITY


REMEMBER TO IMPLEMENT FAST, LEARN FROM RESULTS & ITERATE QUICK!


THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND CLOSE THE GAP TO BECOME AN EQUAL OPPONENT


THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND CLOSE THE GAP TO BECOME AN EQUAL OPPONENT

STRATEGIC

AUTOMATE

LOCAL

FLEXIBLE

LEAN

OPEN SOURCE


NOW IS YOUR TIME!


THANK YOU #SASCON2015!

How SMBs can win in Competitive SEO Sectors at #SAScon #SAScon2015

Small Business & Entrepreneurship

Transcript of How SMBs can win in Competitive SEO Sectors at #SAScon #SAScon2015