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#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
HOW SMBS CAN WIN IN COMPETITIVE SEO SECTORS
HELLO MANCHESTER
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SPEAKER
BLOGGER SHARER@aleyda +aleydasolis
SEO
I’M ALEYDA SOLIS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WELCOME TO THE ULTIMATE SEO STRUGGLE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WELCOME TO THE ULTIMATE SEO STRUGGLE
I’M A HUGE BRAND
I’M A SMALL COMPANY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
GOOGLE LOVES ME AND YOU’RE SCREWED
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
YES, AUTHORITY PLAYS AN IMPORTANT ROLE IN RANKINGS ….
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
DO YOU LIKE MY BIG BRAND ADVANTAGE?
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SEO ISN'T JUST ABOUT RANKINGS ANYMORE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SNIPPETS
KNOWLEDGE GRAPH
MAPS
SERPS HAVE EVOLVED (AND ARE STILL EVOLVING)
MULTIDEVICEAPPS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
http://mozcast.com/features
ALONG NEW SEARCH FEATURES
GOOGLE IS COMPETING (SPECIALLY) WITH BIG PLAYERS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AND WANT TO BECOME THE SMB PROVIDER TOO
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
BIG PLAYERS MIGHT HAVE ADVANTAGES BUT ALSO CHALLENGES THAT SMALL COMPANIES CAN LEVERAGE…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
REMEMBER THAT THE GOAL IS TO MAXIMIZE YOUR BUSINESS PRESENCE SERP VISIBILITY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
TO CONNECT WITH YOUR TARGET AUDIENCE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AND MAXIMIZE RESULTS & CONVERSIONS ALONG THE CUSTOMER JOURNEY
IN WAYS THAT BIG PLAYERS SOMETIMES CAN’T…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
LET’S SEE BIG PLAYERS CHARACTERISTICS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
HIGH AUTHORITY MORE RESOURCES
SLOW NON-FLEXIBLE
BROAD & NON-LOCALIZED
BIG COMPANIES
+
AND THE ONES OF SMALLER BUSINESSES
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SMALL BUSINESSES
FAST FLEXIBLE
MORE TARGETED
LOWER AUTHORITY LESS RESOURCES
+
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
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
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
LESS RESOURCES?
OPEN SOURCE & AUTOMATE
TOO BROAD COMPETITORS?
LOCALIZE YOUR PRESENCE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SLOW & NON-FLEXIBLE COMPETITION?
BE LEAN & FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
HERE ARE SOME TIPS TO DO IT
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
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…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VERIFY YOUR INDUSTRY MAIN COMPETITORS, THEIR TREND, VOLUME & TARGETED QUERIES
BE STRATEGIC WITH SIMILARWEB
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
COMPARE YOUR DOMAINS TO IDENTIFY WHICH ARE THE UNIQUE & COMMON KEYWORDS
BE STRATEGIC WITH SEMRUSH
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
CHECK FOR ADDITIONAL RELATED, PHRASE MATCH & LONG-TAIL QUERIES PERMUTATIONS
BE STRATEGIC WITH
KEYWORDTOOL.IO
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
IDENTIFY THE USED DEVICES BY SEARCH QUERIES TYPES
BE STRATEGIC WITH GOOGLE’S KEYWORD
PLANNER
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VERIFY THEIR VOLUME, COMPETITION & TREND
AUTOMATE WITH
KWFINDER
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ALONG THE RANKED CONTENT & SERP FEATURES
MANCHESTER GYMPERSONAL TRAINER MANCHESTER
VS
AUTOMATE WITH MOZ KW
DIFFICULTY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ASK YOURSELF: FROM WHICH SERP CAN YOU EARN MORE VISIBILITY?
VS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
WHICH FEATURE & CONTENT TYPE CAN PROVIDE THE SERP VISIBILITY OPPORTUNITY?
APPS W/ REVIEWS
IMAGESIMAGES
VIDEO NEWS
BE STRATEGIC
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AND WHAT ON MOBILE?
VS
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
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
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
TARGET THOSE!
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOW YOU CAN MAXIMIZE YOUR VISIBILITY WITH THEM WHILE AUTOMATING & BEING LEAN…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
RICH SNIPPETS? USE STRUCTURED DATA
https://developers.google.com/structured-data/
PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, BUSINESSES
BE FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ADD THE SITE NAME, BREADCRUMBS, SITELINKS SEARCH BOX…
https://developers.google.com/structured-data/site-name
BE FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
PAVE THE WAY FOR YOUR KNOWLEDGE GRAPH RESULTS
https://developers.google.com/structured-data/customize/overview
BE FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NEED TO AUTOMATE? USE THE RANKTANK SERPTITUDE SERP & STRUCTURED DATA TESTING TOOL
http://www.ranktank.org/serpitude-serp-rich-snippet-testing-tool/
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
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
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
AS WELL AS THE SITSELINKS SEARCH BOX BUILDER
http://www.ranktank.org/structured-data-sitelinks-search-box-builder/
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SHORT ON TECHNICAL RESOURCES TO EXECUTE? USE WORDPRESS…
yoast.com/wordpress/
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
… OR MAGENTO AS CMS
https://paulnrogers.com/magento-technical-seo-issues-to-look-out-for/
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
DON’T FORGET TO VERIFY SEO REQUIREMENTS WITH THE SEO FRIENDLY CMS CHECKLIST
http://www.stateofdigital.com/cms-seo-requirements-checklist-2015-edition/
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VALIDATE THE TECHNICAL OPTIMIZATION WITH AN EASY TO USE & ACTIONABLE TOOL AS ONPAGE
https://en.onpage.org/
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ARE YOU A LOCAL BUSINESS? MAXIMIZE YOUR VISIBILITY FOR LOCALIZED RESULTS
http://moz.com/blog/2013-local-search-ecosystems
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
OPTIMIZE BOTH GOOGLE’S MY BUSINESS & YOUR OWN SITE PAGE TO BECOME RELEVANT FOR LOCAL QUERIES
https://moz.com/local-search-ranking-factors
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE WHITESPARK LOCAL CITATION FINDER TO GROW YOUR BUSINESS LOCAL CITATIONS
https://www.whitespark.ca/local-citation-finder
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE BUZZSUMO TO IDENTIFY MOST POPULAR LOCAL OR INDUSTRY RELATED CONTENT & INFLUENCERS
AUTOMATE
http://buzzsumo.com/
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE LINKRISK TO EASILY GET DATA FROM RELEVANT SITES TO OUTREACH
AUTOMATE
https://linkrisk.com/
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
MONITOR YOUR COMPLETE SERPS & COMPETITORS RANKINGS WITH SERPWOO
https://www.serpwoo.com/
AUTOMATE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOT ENOUGH RESULTS? USE VERTICAL PLATFORMS TO GROW & DIVERSIFY YOUR WEB PRESENCE
FLEXIBILITY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
REMEMBER TO IMPLEMENT FAST, LEARN FROM RESULTS & ITERATE QUICK!
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND CLOSE THE GAP TO BECOME AN EQUAL OPPONENT
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND CLOSE THE GAP TO BECOME AN EQUAL OPPONENT
STRATEGIC
AUTOMATE
LOCAL
FLEXIBLE
LEAN
OPEN SOURCE
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOW IS YOUR TIME!
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THANK YOU #SASCON2015!