How to Win SEO in 2021: Focus on Product Alignment, Audience Intent, Search Features & Brand Authority

#seo2021 by @aleyda from @orainti for @seobytes
#seo2021 by @aleyda from @orainti for #seobytes
SEO SUCCESS

?
HOW TO WIN SEO IN
#seo2021 by @aleyda from @orainti for #seobytes

SEO is continuously evolving and
is becoming more complex to
achieve results…

Better
user search
experience
and higher
retention and
growth
Shift and
sophistication
in user search
behavior
Search
algorithm and
presentation
improvements

Higher
SEO maturity
across most
profitable
industries
The
evolution of
Websites Tech
Stack (JS)
Growing
competition and
barriers to
entry

Let’s go through core areas to
focus our SEO efforts to win in
2021

It’s about maximizing what will have a
bigger impact…
SEO +
Product
Alignment
Understanding
+ Fulfilling
Audience Intent
Leverage
Search
Features +
Discover
Growing
Brand
Authority

… and minimizing biggest challenges
Bad user
experience
Technical
barriers towards
crawling &
indexing
SEO
Implementation
Blockers

#seo2021 by @aleyda from @orainti for @semrush
Let’s maximize…

Aligning SEO Efforts with your
Product Triangle for an Strategic
Approach

Why?
SEO processes driven by a checklist of
unconnected SEO tactics that don’t
take the business context and goals
into consideration… and won’t
achieve meaningful results

Establishing a well
aligned SEO
strategy,
integrating SEO
within the Website
product triangle is
fundamental and
should be the base
for a successful
SEO process

What will you achieve with it?
Avoid
implementing
“disconnected” SEO
Tactics that won’t
help you to achieve
your goals
Be more
effective when
setting an SEO
strategy aligned with
the company’s
business,
functionalities and
growth goals
Align efforts and
gain support across
the different areas/
departments

How SEO affects
and is affected by
the company’s other
growth/marketing
efforts?
How SEO affects and
is affected by the site
features/functionality?
How SEO affects
and is affected by
business/sales?
Key Questions to Ask
Growth/Marketing efforts
Site Features/Functionality
Business/Sales model & goals

To align your efforts
๏ What’s the ultimate business &
growth goal to achieve with the
overall SEO efforts?
๏ How’s SEO success measured?
๏ How each of the SEO activities in
place help to achieve the desired
goal?
๏ How to prioritize your SEO activities
to achieve the desired goal faster and
cost-efficiently?

Allowing SEO activities to be prioritized based
on impact & difficulty to achieve goals
The affected areas
The SEO effect
The business importance
Current optimization
Required resources
Known restrictions
Scope
IMPACT DIFFICULTY

Take a look at these resources
https://www.aleydasolis.com/en/search-engine-
optimization/seo-product-triangle/
https://www.youtube.com/watch?v=5SzJ0oVFor8
https://www.kevin-indig.com/blog/creating-an-
seo-strategy-from-scratch/

Understand and connect with your
audience search Intent to become the
best comprehensive answer for the
queries that actually matter

Why?
Avoid losing
rankings with
Google Core
Algorithm updates
and start correctly
fulfilling users
search intent that
will not only
perform but
convert better

Understand
how your
audience search
through the customer
journey and the
different type of
information they
look for to fulfill
their needs
Better develop,
structure, organize
and format your
content to fulfill the
user search needs and
intent
Establish your
Web content/
offering expertise
and trustworthiness
to fulfill the
audience needs

Identify the intent
of the queries,
analyze the
“anatomy” of the
SERP and the
characteristics of
the already well
ranked pages, to
better detect the
queries to target

Address meaningful
queries with the
relevant content type,
format and structure/
organization across
your content funnel…
What is Python? Guides & Topics Pages
[Informational]
brand.com/topics/python
brand.com/topics/python/use-cases/
Category Pages
[Transactional]
brand.com/courses/python/
brand.com/courses/python/certificates/
Products Pages
[Navigational]
brand.com/programs/python/
56,1K Searches/Month/Global
What is Python used for?
Learn Python online
Best Python online courses
650 Searches/Month/Global
Brand Python Course review
200 Searches/Month/Global
Is Brand a good Python course?
SEARCH JOURNEY VS. CONTENT FUNNEL
AWARENESS
CONSIDERATION
PURCHASE

Structuring and
aligning the content to
offer comprehensive
information to fulfill
users search need vs.
your competitors,
while supporting the
customer journey …
https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/

… in a way that
establishes your
expertise,
authority and
trustworthiness in
your subject
matter with your
audience
https://docs.google.com/spreadsheets/d/12-F9Z4NzDADOFRQtOiN-CtjY2aaqj-R5CcrJNCuTha4/edit#gid=0

https://www.aleydasolis.com/en/crawling-mondays/how-to-prune-your-website-content-in-an-seo-process-crawlingmondays-16th-episode/
Do you have
content that is not
worthy to index,
rank and optimize
anymore? Prune
accordingly!

https://www.aleydasolis.com/en/search-engine-
optimization/seo-product-triangle/
https://sitebulb.com/resources/guides/
the-importance-of-topic-clusters/
https://www.searchenginejournal.com/how-
to-improve-your-websites-e-a-t/374212/

Expand your Visibility Share
leveraging Google’s Search Features
and Discover

Why?
Most of search results
for competitive
queries that matter
will likely be featuring
a search feature,
including information
to better fulfill users
search intent

Many of these content
types, such as videos,
products feeds or
Web stories will also
allow you to leverage
additional Google
platforms/verticals,
eg: YouTube (videos),
Discover (Web
Stories), Shopping Tab
(Products)

Improved SERPs
visibility and CTR
through the relevant
search features for
your targeted
queries
Expanded reach
through additional
platforms depending
on the content
formats
Better inform
Google about the
content meaning
via structured data

What search features are included in mobile and
desktop search results for your targeted queries?

Which are relevant for
my content to
leverage taking into
consideration my
goals and are feasible
to optimize or develop
complying with
technical and editorial
guidelines?

Which of these efforts will allow me to expand my
content reach outside of Google’s SERPs?

https://developers.google.com/search/docs/advanced/
appearance/overview
https://support.google.com/merchants/
answer/9668403
https://wordlift.io/blog/en/optimize-for-
google-discover/

Grow and Leverage Your
Brand Authority to Develop
your Search Popularity

Why?
Because building and
leveraging your brand
is likely the best way
to build and scale your
link popularity while
following Google’s
guidelines

Actions to promote
and communicate
what the company is
doing to establish its
brand awareness and
authority, from useful
guides, handy tools,
industry studies and
reports, new features
releases, etc.

The link popularity
and a share of the
authority you need to
rank for competitive
queries Branded searches to
maximize your visibility
and own much more
easily
Direct traffic and
conversions

Key questions to ask
What’s your Unique
Selling Proposition?
How do you want to
be known as a
brand?
What does your
audience like to share
and link to? Where do
they do it? Who do
they follow and
read?
How, where and
with whom should
you promote your
assets/resources to
be covered?

There are some amazing examples out there
gathered by the awesome Neomam team
https://neomam.com/blog/jealousy-list-2020/

https://www.youtube.com/watch?v=yt8db_rOwdc
https://neomam.com/blog/link-
prospecting/
https://www.aira.net/state-of-link-building/

Let’s minimize…

Giving a bad user Web experience

Why?
You want your users to
trust you and facilitate
their journey on your site.
Also, page experience is
becoming a ranking factor
in May and Google is fully
switching to a Mobile
“only” index in March
2021.

https://web.dev/vitals/
With Core Web Vitals we have now
clearer metrics to focus on!

https://almanac.httparchive.org/en/2020/seo
… and many sites still have important issues

https://docs.google.com/spreadsheets/d/1P9V_8fDge-fov6CPahS3BST-dq4P_gi5YVANHH4Bpy8/edit?usp=sharing
Thankfully, there are
so many free tools
to help us measure
and identify the
most important
issues to fix!

… and even to compare with other sites and do a bulk
assessment of your own site pages
https://twitter.com/aleyda/status/1337390355503833089

Generating unnecessary technical
barriers for your content to be
indexed and ranked

Why?
The reliance on JS to
provide features that
could otherwise be
implemented via HTML
for main Web content
and navigation, has
added additional
“barriers” to search
crawlers

https://almanac.httparchive.org/en/2020/seo
There is a non-trivial
difference in the
content shown in raw
vs. rendered HTML
across the Web

Are you relying on
client side rendering
to feature (add,
change eliminate)
meaningful content,
SEO related
configuration or links?
Identify potential gaps
and issues!
Sitebulb

https://www.contentkingapp.com/
academy/javascript-seo/
https://www.onely.com/blog/ultimate-guide-
javascript-seo/
https://developers.google.com/search/docs/
advanced/crawling/large-site-managing-
crawl-budget

SEO Implementation Blockers and
Horror Stories with a Healthy SEO
Framework and Agile Process
leveraging automation

Why?
Enough it’s enough!
Let’s kill
#SEOhorrorstories in
2021

It’s about setting a healthy SEO framework
https://www2.slideshare.net/aleydasolis/the-worst-technical-seo-nightmares-and-how-to-avoid-them

As well as leveraging
automation with an
agile approach to
show results faster,
gain support and
avoid resources
bottlenecks
https://www.youtube.com/watch?v=iD6gWoXusWw&t=714s

It’s time to achieve SEO results in 2021

Take a look at the full article covering this and more!
https://www.aleydasolis.com/en/search-engine-optimization/seo-success-this-year/

Thanks! Ask me Anything
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays YouTube SEO Video Series Host
* Blogger in Search Engine Land & Search Engine Journal
* European Search Personality of the Year in 2018
* #SEOFOMO Newsletter Wrapper

How to Win SEO in 2021: Focus on Product Alignment, Audience Intent, Search Features & Brand Authority

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How to Win SEO in 2021: Focus on Product Alignment, Audience Intent, Search Features & Brand Authority