Cross-Functional SEO at #SearchFest

#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Cross-Functional SEO  
An SEO Swiss Army Knife approach to drive multi-
channel, content & Product Marketing growth

I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS
@ALEYDA
I SHARE
Hola #SearchFest

Some still think SEO works like this
SEOContent Branding
ProductDesign
Development Usability

Which is a thinking that drives situations like this one
Don’t
change my
CONTENT
You just need
to add a few
KEYWORDS

Don’t
change my
CODE
You just
need to add a
few TAGS

Don’t
change my
DESIGN
You just
need to add a
few LINKS

But it’s not about creating <any action> for
SEO purposes… but using SEO to grow them
SEO
Product Branding
Usability
Content
Design
Development
SEO

SEO
Product Branding
Usability
Content
Design
Development
Paid
Search
SocialEmail
SEO Afﬁliates
Referrals
SEO is a cross-functional growth driver that strategically
optimizes your multichannel actions & presence

With the goal to support across the
customer journey through the funnel

To help everybody win!

Skeptical? Let’s see a few Cross-Functional SEO scenarios,
showing how SEO can help other areas to succeed

An International SEO analysis will help to establish the best
markets to target and the most effective Web structure to
connect & perform with your international audiences
Product

For example, by allowing you to answer some of the
most common questions when expanding abroad
Which are the
markets that can
bring enough traffic to
achieve a positive ROI
from an international
expansion? Should You
Country Or
Language Target
your international
markets?
Which is the
best Web
structure to
establish your
International
presence?

similarweb.com
Which are the markets that can bring enough traffic to
achieve a positive ROI from an international expansion?
Identify
the level &
sources of traffic
of the desired
country
markets

semrush.com
Identify
the level &
sources of traffic
of the desired
country
markets

www.aleydasolis.com/en/international-
seo-tools/roi-calculator/
Check if it’s
going to be
enough for
break-even

>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

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?

What’s The
Web Structure
Of The Top Sites
In Your Target
Markets?
Which is the best Web structure to
establish your International presence?

Of those
ranking for your
top queries

.. and
what’s the role
of their link profile
& domain
authority?

What’s The
Influence Of
Having A Localized
Domain vs. A Generic
One In The User
Behavior?

The
correlation of
localized
domains in
rankings
Your
competitors
domain
authority
The Web
structure
influence on
user CTR
+

#crossfunctionalseo at #SearchFest by @aleyda from @orainti#crossfunctionalseo at #SearchFest 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

It’s about providing to business & product development
input they need to make their efforts succeed
We’re expanding and
conquering the world

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
Mobile

For example, by helping you avoid two of the most
common issues found by mobile shoppers

http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/
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?
sistrix.com

… and in
your search
market? Group
them and verify
mobile share
kwfinder.com
huballin.com

Complete the
analysis with the
queries you can
identify from your
own and your app
competitors

Which
additional
modifiers can you
find and which type
of format should
you content
be
searchmetrics.com

Use them not only
to optimize your
content but provide
the desired information
and functionality in
your mobile site

Which of your top pages have mobile speed
(and optimization) issues?
urlprofiler.com
Do a bulk
validation of your
top pages with
mobile page speed
issues and identify
their specific
issues

Like this you won’t only improve your mobile traffic &
conversions but your user engagement & overall experience

Our Mobile
experience is the best
It’s about providing to your UX & mobile development
colleagues input they need to make their efforts succeed

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
Content

For example, by allowing you to help achieve
some of the most common content goals
Providing
input to create
content that will
effectively give
support to your
customers
Giving input to
craft content in the
format that will
better engage with
your community
Maximizing
your content
exposure in any
searchable
platform
Helping
your landing
pages copy to
answer common user
questions when
deciding to
convert

Helping your landing pages copy to answer the most
common user questions when deciding to convert
Like
comparisons
with your
competitors
keywordtool.io

That you can use
to enable a
comparison page you
control & supports
conversion

Or identify
apps & discount
related queries to
your industry,
services or
brand

… although
some don’t do their
homework while
others leverage
every opportunity
NO
YES

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

… that you can
use to create your
product support
information
YES

NO…
although
sometimes even
companies with
great content
marketing miss
them

Helping to craft content in the format that will
better engage with your community
…Identifying
social networks,
content type and
relevant sites with
highest shares
buzzsumo.com

…The length
and topics of best
performing content
of top sites

… Most
popular content
per format

That you can
match with the top
queries in your
industry per result type,
verifying which would
give you more SERP
visibility

… as well as
those giving more
traffic already to
your competitors

Maximizing your content exposure in
any searchable platform
Not only via
rankings, but
also SERP
features

Identifying
the type of
features per
query

To prioritize
and maximize the
results structured
data
implementation
https://developers.google.com/structured-data/

As well as
twitter cards &
open graph to
better control your
visibility in social
networks
https://dev.twitter.com/cards/types
https://developers.facebook.com/docs/sharing/overview

Like this you will make the most out of your content, maximizing
not only its visibility but engagement & conversion
seomonitor.com

It’s about providing to the content team input
they need to make their efforts succeed
Our content drive
exposure & clients

Because SEOs can be the Digital
Marketing MacGyvers

Thank you! Questions?

Cross-Functional SEO at #SearchFest

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