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


I SPEAK

I DO SEO

ORAINTI.COM

I WRITE

I’M ALEYDA SOLIS

@ALEYDA

I SHARE

Hola #SearchFest


http://ORAINTI.COM

http://@ALEYDA


Some still think SEO works like this

SEOContent Branding

ProductDesign

Development Usability



Which is a thinking that drives situations like this one

Don’t change my CONTENT

You just need to add a few KEYWORDS




Don’t change my

CODEYou just

need to add a few TAGS




Don’t change my DESIGN

You just need to add a

few LINKS



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



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



With the goal to support across the customer journey through the funnel



To help everybody win!



Skeptical? Let’s see a few Cross-Functional SEO scenarios, showing how SEO can help other areas to succeed



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


Product


For example, by allowing you to answer some of the most common questions when expanding abroad


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?


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


http://similarweb.com


semrush.com

Identify the level &

sources of traffic of the desired

country markets



http://semrush.com


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

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




>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




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?


What’s The Web Structure

Of The Top Sites In Your Target

Markets?

Which is the best Web structure to establish your International presence?



Of those ranking for your

top queries




.. and what’s the role

of their link profile & domain authority?




What’s The Influence Of

Having A Localized Domain vs. A Generic

One In The User Behavior?




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#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


It’s about providing to business & product development input they need to make their efforts succeed

We’re expanding and conquering the world


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



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



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?



Which are the specific top

queries coming from mobile to your site

& competitors?

sistrix.com

http://sistrix.com


… and in your search

market? Group them and verify

mobile share


kwfinder.com

huballin.com

http://kwfinder.com

http://huballin.com



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

competitors



Which additional

modifiers can you find and which type

of format should you content

besearchmetrics.com

http://searchmetrics.com



Use them not only to optimize your

content but provide the desired information

and functionality in your mobile site



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


urlprofiler.com

Do a bulk validation of your top pages with

mobile page speed issues and identify

their specific issues

http://urlprofiler.com


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



Our Mobile experience is the best

It’s about providing to your UX & mobile development colleagues input they need to make their efforts succeed


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



For example, by allowing you to help achieve some of the most common content goals


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


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


Like comparisons

with your competitors

keywordtool.io

http://keywordtool.io




That you can use to enable a

comparison page you control & supports

conversion



Or identify apps & discount

related queries to your industry, services or

brand



… although some don’t do their

homework while others leverage

every opportunity

NO

YES


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


… that you can use to create your product support

information


YES



NO… although

sometimes even companies with great content marketing miss

them


Helping to craft content in the format that will better engage with your community


…Identifying social networks,

content type and relevant sites with

highest shares

buzzsumo.com

http://buzzsumo.com




…The length and topics of best performing content

of top sites




… Most popular content

per format




That you can match with the top

queries in your industry per result type, verifying which would give you more SERP

visibility




… as well as those giving more traffic already to your competitors


Maximizing your content exposure in any searchable platform


Not only via rankings, but

also SERP features




Identifying the type of features per

query




To prioritize and maximize the results structured

data implementation

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

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




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

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

https://developers.facebook.com/docs/sharing/overview


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


seomonitor.com

http://seomonitor.com


It’s about providing to the content team input they need to make their efforts succeed


Our content drive exposure & clients


Because SEOs can be the Digital Marketing MacGyvers



Thank you! Questions?