SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

#SEOLOWHANGINGFRUIT BY @ALEYDA FROM #ORAINTI AT #SEOFORUKRAINE
IdentifyingOpportunitiestoGrowYourResultsFast
SEOLOWHANGINGFRUIT

https://twitter.com/aleyda/status/1501501814994313218
This was not the most voted topic, but the one
 
that grew the most in them & sparked conversation

Achieving SEO
success is Hard
HTTPS://TWITTER.COM/ALEYDA/STATUS/1422869276537536513

SEO iscontinuously
evolving and
becoming harder
to achieve results

It also takestimetoseetheimpactof implementation
andtogainsupportforfurtherexecutiondue to this too

It’s fundamental to
prioritize SEO
activities,based on
impact and effort
IMPACT
EFFORT
1.

To Execute
 
Now
Don’t Do
2.

To Assess
 
& Prioritize
2.

To Assess
 
& Prioritize

IMPACT
EFFORT
1.

To Execute
 
Now
Don’t Do
2.
 
& loweffort.. andseeresultsfaster!

HTTPS://DOCS.GOOGLE.COM/SPREADSHEETS/D/15DD2VFZE203ZIKD-VTQLG3WG-YQY9A-HS5J7AT-S4JA/VIEW
I’ve created this SEORecommendations Prioritization
T
emplate inGoogle Sheets to help youto prioritize

IMPACT
EFFORT
1.

To Execute
 
Now
Don’t Do
2.

Roadmap
Implementation
Low Hanging Fruit
SEO
Recommendations
Low Hanging Fruit SEO
Implementation
Week 1 Week 2 Week 3 Week 4 Week 5
SEO

Process
Goals

Mitigate
client
impatience
towards
results
Show value
of SEO
implementation
to gain further
support
Minimize
concerns of
complex
implementations
starting with
easiest
actions
Establish a
good
coordination base
for more complex
implementation
later on
…This doesn’t only allow you to achieve results faster
buthelpsto addresssomeof thebiggestSEOchallenges

Improving the
CTR
 
of Top-ranked
pages
Optimizing
internal linking
 
of almost
ranking pages
Monitoring
trends and
content
freshness to
update & rank
better
Let’s go through a few of them!

Improving the CTR
 
of Top-ranked pages

Forwhatpopular,
relevantqueriesareyou
already ranking well
buthave alow CTR?

Non-Relevant Term
for your Site
Poor SERPs CTR
Relevant Term for
your Site
Non-Relevant Ranked
Page
Lack of content to be
created to effectively
address the query
Non-Relevant /
Unattractive Titles
and Meta
Descriptions to
Optimize
Relevant Ranked
Page
SERPfeatures
inclusion that you’re
not leveraging but
could
SERPfeatures
not leveraging but
can’t use
More ads inclusion
that lowers CTR
Search intent satisfied
directly in search
results, generating a
non-click
Content
Cannibalization to fix
between many
similar/relevant
pages
Therearesome frequentscenariosthatyoucan
 
easily identifyandfixto see results faster
High Priority
 
Medium Priority
 
No Priority

These should have
an important
impact on your top
queries CTR + traffic

HTTPS://GSUITE.GOOGLE.COM/MARKETPLACE/APP/SEARCH_ANALYTICS_FOR_SHEETS/1035646374811
IdentifyCTR opportunitiesforfree w/SearchAnalytics
Add-OnforSheets importingmetrics by device+page

Segment perdevice& applyconditional color
formattingtoidentifydifferencesin behavior

Get the terms
ranked in the top
10 that have
worse CTR and
high impressions

HTTPS://DATASTUDIO.GOOGLE.COM/REPORTING/8FBF65E6-9C0A-4627-95AC-F858BFAC89E2
You can alsousethis GDSDashboardIshared toidentify
topqueriesCTR opportunitiesperpage/device/country

https://www.advancedwebranking.com/ctrstudy/
How to know if
your CTRispoor?
T
ake as areference
AWRCTR Report

RYTE AND SEOTESTING.COM
Automate this
using tools that
integrate w/

the Search
Console for CTR
Underperformers

Identifywhichare themeaningfultermsthat you
 
wanttotargetrankingwiththerelevantpage

Let’sassesswhythe relevantpagesforthese important
terms w/ high potential have sucha poorCTR

=IMPORTXML(B2,"//title")

=IMPORTXML(B2,”//meta[@name=‘description’]/@content")

=IMPORTXML(B2,"//h1")
Verify how descriptive and long these pages’ title
tags,meta descriptions and H1s are…

SEARCH(search_for, text_to_search, [starting_at])
Validate if the title tag,meta description and H1
include the terms for which you want to rank

https://www.seowl.co/title-rewrite-checker/
Are theseTitles &
Descriptions shown
in SERPs or are they
replaced by G?
Check in bulk!

SISTRIX
…or with Sistrix for
any page,
prioritizing those
in top positions for
popular queries

Google will show Headings now more instead of title
tags when they are more descriptive and shorter
ADVANCED WEB RANKING

Unfortunately,
this change
means a worse
CTR for pages in
some scenarios

Before the Update
Updated Title Tag
Optimize them to become descriptive,attractive,but
short avoiding replacement & improving CTR
After the Update

Identify SERPsinclusions opportunities vs. competitors
scraping w/IMPORTXML/IMPORTFROMWEB & XPATH

Get the ranked pages for those top queries with poor
CTR to assess in Google sheets vs.competitors

Obtain & assess SERPstitles & descriptions of best
ranked pages,& see how they’re optimized vs.yours

Forexample,this
remoterspage
showing “parttime”
jobs not mentioning
itinthemetadata

Verify if these SERPsare including features like
Featured Snippets or Carrousels thatyou can leverage

SEMRUSH
You can identify these opportunities too by using tools
like SEMrush w/ SERP features filtering for any site…

Assess which have
a higher impact on
your SERPs and are
relevant to include

Poor SERPs CTR
Non-Relevant /
Unattractive Title
Tagsand Meta
Descriptions to
optimize
Featured Snippet

Add a Table of
Content / Index to
generate Featured
Snippet
Rich Results

Include or fix
structured data
implementation to
generate rich result
Content generation
in the relevant
format
News/Videos/Products/etc. Carrousels
SERPfeatures
not leveraging but
could
Prioritize those actions thatwill improve your SERP
visibility for high impact queries with current content

SITEBULB
Ifyou already have
schemabut you’re
not yet generating
rich results: crawl &
troubleshoot

In the case of featured snippets,it’sabout changing
already existing content organization and structure

Identifyrelevantpopulartermswithpoor CTR that you
wanttotargetbutyou’re notrankingwithrightpage

This assessment has been further facilitated with
search intent features! In doubt: check top pages
SEMRUSH

Differentiate and optimize
the cannibalized pages
content in case isrelevant
to keep them and target
to different queries
Create a new page with
relevant content that
address the query to be
ranked
Content cannibalization
between many different
relevant pages to fix
Lack of content that should
created for the specific search
Consolidate the
cannibalized pages if the
meant to be targeted
queries are the same with
similar content, whether
301 redirecting or
canonicalizing to the best
performing one
Validate if you should differentiate& optimize further,
consolidate or createnew content

Eg.the page ranking for
“remote only companies”
despite not being
focused on this query

HTTPS://STRATEGIQ.CO/HOW-TO-IDENTIFY-KEYWORD-CANNIBALISATION/
Identify these
cannibalization
issues for free with
search console data

..or leverage
paid tools
featuresto
identify those
pages ranking for
the samequeries

Selecting to keepthose thatperform better,while
 
301-redirecting and merging those thatarenot

Monitor the impact by using SEO testing
 
frameworkslike to measurethe outcome

Optimizing internal linking
 
of almost ranking pages

Forqueriesyouhave more relevantcontent thanthe
competition but lower page link popularity…

GOOGLE SEARCH CONSOLE, SEMRUSH, SISTRIX, AHREFS
Obtain thebacklinkdatafromtheSearchConsoleand
Third-PartyTools,likeSEMRush

Identifying pageswith
backlinkstriggering
errorsor erroneously
redirecting

GOOGLE SEARCH CONSOLE, RYTE & SITEBULB
Obtain alsointernallinkingdataby usingbothGoogle
SearchConsole & your own sitecrawls

=IFERROR(VLOOKUP(B2,backlinks!$A$2:$J$2830,2,false),”")
Integrate backlinks metrics with pages and queries
using VLOOKUP+IFERROR functions in Google Sheets

=IFERROR(VLOOKUP(B2,internallinks!$A$2:$J$2830,2,false),"")
Do the same with internal links data to integrate in the
same sheet than backlinks and rankings metrics

Identify the pages thataren’t yet in the best positions
for popular queries,w/poor internal links & backlinks

Start linking them from those pages with higher
backlink popularity in a relevant way

Improve internal linking to these pages with a
secondary navigation system from different site areas

Monitoring trends and content
freshness to update & rank better

GOOGLE TRENDS AND GLIMPSE
If we’ve learned something in latest years,is thatsearch
preferences and trends can change really fast…

Update existing content to
keep its relevance towards
changing topics
Create new content to answer
more effectively to new search
queries and reach more users
It’s critical to identify to keep the relevance of current
content and expand reach for more traffic w/new one
Change of search behavior or
search trend

Annual update
of content
New search behavior
Eg. See what
happens withthe
remote work
trends page
updated at the
startof theyear…

Thispage stopped
ranking asit hadn’t
been updated afterthe
big remote work shift
in March 2020

New Content
Update
Once it was updated to include the new Covid related
information,its rankings and traffic improved again…

RYTE
Youcanidentify
clicksanomalies in
Search Console
using tools like
Ryte with alerts…

GA4 CUSTOM INSIGHT ALERTS
Set GA4 Custom Insight alerts to be notified
 
when organic search traffic trends drop…

ADVANCED WEB RANKING ALERTS
…aswell asrankings drops for targeted tracked
 
queries with rank tracking tools likeAWR

Manually validate to check change in impressions/
rankings/CTR between periods with Search Console

=IFS(B2>C2, "Increased", B2<C2, "Decreased", TRUE, "Didn't Change")
Use the IFSfunction in Google Sheets to compare to
easily check if it has increased or decreased

Verify which popular relevant terms have dropped in
impressions,CTR or rankings and analyze vs.content

Automatethis
by using tools
like SEOtesting
and Rytetoo!

Identify the
change insearch
behavior inyour
sector withtools
likeGlimpse

As well asby
usingyour own
Search Console

Data new queries

It’sabout identifying “low hanging fruit” that
 
will give results faster,withthelowest efforts!
Improving the
CTR
 
of Top-ranked
pages
Optimizing
internal linking
 
of almost
ranking pages
Monitoring
trends and
content
freshness to
update & rank
better

In parallel to your initial SEO analysis,
 
to accelerate the process & gain further support
Rankings, Keyword &
Competition Research
Content Audit
T
echnical Audit
Link Popularity
Audit
SEO Strategy &
Prioritized SEO
Roadmap
Initial SEO Analysis for an SEO Process
Parallel Low Hanging Fruit Assessment
Low Hanging Fruit
SEO Opportunities
Assessment
SEO

Roadmap
Implementation
Low Hanging Fruit
SEO
Recommendations
Low Hanging Fruit SEO
Implementation
Week 1 Week 2 Week 3 Week 4 Week 5
SEO

Process
Goals

Thanks! Questions?
I’m Aleyda Solis

* SEO Consultant & Founder at Orainti

* SEO Speaker at +100 Events in +20 countries

* Author “SEO. Las Claves Esenciales.”

* Crawling Mondays Video & Podcast Series Host

* #SEOFOMO Newsletter Wrangler

* Maker LearningSEO.io

* European Search Personality of the Year in 2018

* remoters.net Co-Founder

SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine

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SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkraine