Page 1
#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
Page 2
#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
Page 3
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Cross-Functional SEO to Grow Your Marketing in a Multichannel World
Page 4
#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
Page 5
#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
Page 6
#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
Page 7
#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
Page 8
#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
Page 9
#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
Page 10
#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
Page 11
#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
Page 12
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
So everybody and the company can win
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Page 13
#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
Page 14
#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
Page 15
#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
Page 16
#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
Page 17
#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
Page 18
#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
Page 19
#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?
Page 20
#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
Page 21
#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
Page 22
#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
Page 23
#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?
Page 24
#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?
Page 25
#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
Page 26
#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
Page 27
#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
Page 28
#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
Page 29
#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
Page 30
#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
Page 31
#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
Page 32
#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
Page 33
#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
Page 34
#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
Page 35
#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
Page 36
#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
Page 37
#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
Page 38
#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
Page 39
#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
Page 40
#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
Page 41
#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
Page 42
#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
Page 43
#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
Page 44
#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
Page 45
#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
Page 46
#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
Page 47
#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
Page 48
#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
Page 49
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Thank you! Questions
Page 50
#crossfunctionalseo en #ukmarketingday by @aleyda from @orainti
Thank you! Questions
Thanks for joining us!
#ukmarketingday
ukmarketingday.com