18. IN WAYS THAT BIG PLAYERS SOMETIMES CAN’T…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
19. 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
+
20. AND THE ONES OF SMALLER BUSINESSES
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SMALL BUSINESSES
FAST
FLEXIBLE
MORE TARGETED
LOWER AUTHORITY
LESS RESOURCES
+
21. #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
+
+
22. LOWER AUTHORITY?
BE STRATEGIC: LESS
COMPETITION + MORE VISIBILITY
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
25. SLOW & NON-FLEXIBLE COMPETITION?
BE LEAN & FAST
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
26. HERE ARE SOME TIPS TO DO IT
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
27. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
FIRST IDENTIFY SEO COMPETITION AND VISIBILITY
OPPORTUNITIES IN YOUR INDUSTRY
RELEVANCE
LOW COMPETITION
PER DEVICE
VOLUME
PROFITABILITY
TREND
HIGH VISIBILITY BY
SERP FUNCTIONALITY
SEASONALITY
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
28. BIG PLAYERS CAN HAVE PRESENCE IN ALL TYPE
OF INDUSTRIES, EVEN IN LOCAL ONES…
#COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
29. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
VERIFY YOUR INDUSTRY MAIN COMPETITORS, THEIR
TREND, VOLUME & TARGETED QUERIES
BE STRATEGIC
WITH SIMILARWEB
30. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
COMPARE YOUR DOMAINS TO IDENTIFY
WHICH ARE THE UNIQUE & COMMON KEYWORDS
BE STRATEGIC
WITH SEMRUSH
31. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
CHECK FOR ADDITIONAL RELATED, PHRASE MATCH &
LONG-TAIL QUERIES PERMUTATIONS
BE STRATEGIC
WITH
KEYWORDTOOL.IO
32. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
IDENTIFY THE USED DEVICES BY SEARCH QUERIES TYPES
BE STRATEGIC WITH
GOOGLE’S KEYWORD
PLANNER
34. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
ALONG THE RANKED CONTENT & SERP FEATURES
MANCHESTER GYMPERSONAL TRAINER MANCHESTER
VS
AUTOMATE
WITH MOZ KW
DIFFICULTY
36. #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
38. #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
40. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOW YOU CAN MAXIMIZE YOUR VISIBILITY WITH THEM
WHILE AUTOMATING & BEING LEAN…
41. #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
42. #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
43. #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
44. #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/
45. #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
46. #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
47. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
SHORT ON TECHNICAL RESOURCES TO EXECUTE?
USE WORDPRESS…
yoast.com/wordpress/
AUTOMATE
48. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
… OR MAGENTO AS CMS
https://paulnrogers.com/magento-technical-seo-issues-to-look-out-for/
AUTOMATE
49. #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/
50. #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
51. #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
52. #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
53. #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
54. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE BUZZSUMO TO IDENTIFY MOST POPULAR
LOCAL OR INDUSTRY RELATED CONTENT & INFLUENCERS
AUTOMATE
http://buzzsumo.com/
55. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
USE LINKRISK TO EASILY GET DATA FROM
RELEVANT SITES TO OUTREACH
AUTOMATE
https://linkrisk.com/
56. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
MONITOR YOUR COMPLETE SERPS &
COMPETITORS RANKINGS WITH SERPWOO
https://www.serpwoo.com/
AUTOMATE
57. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
NOT ENOUGH RESULTS? USE VERTICAL PLATFORMS
TO GROW & DIVERSIFY YOUR WEB PRESENCE
FLEXIBILITY
59. #COMPETITIVESEO AT #SASCON2015 BY @ALEYDA FROM @ORAINTI
THE GOAL IS TO MAXIMIZE EACH OPPORTUNITY AND
CLOSE THE GAP TO BECOME AN EQUAL OPPONENT
60. #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