Setting an SEO Strategy for 2024

How do you plan your SEO strategy for the coming year? Is it best to plan your SEO activities for a whole year or is it more effective to break down your overarching plan into smaller chunks?

David Bain was joined by Katherine Nwanorue, Gianluca Fiorelli, Kevin Indig and Gemma Fontané to discover how they pull together an SEO strategy and how they suggest you do too.

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Transcript

David Bain  

How to set an SEO strategy for 2024. What is the best way to set an SEO strategy for 2024? I’m your host, David Bain. And that’s what we’re covering today on the Majestic SEO panel. So, without any further ado, let’s get the panel to introduce themselves, starting with Kevin.

Kevin Indig  

Hey, Kevin Indig. I’m a growth advisor at fast-growing startups, mostly with strategic SEO, and in my spare time, I write a weekly newsletter to over 11,000 subscribers called the Growth Memo. I recently launched the paid version called Growth Memo Premium.

David Bain  

Also with us today is Katherine.

Katherine Nwanorue  

Hello, I’m Katherine Nwanorue, and I’m in charge of SEO at Fusion Inbound. It’s really great to be here.

David Bain  

Great to have you here, Katherine. Also joining us today is Gianluca.

Gianluca Fiorelli  

Hi, everybody. I’m Gianluca Fiorelli. I am an international SEO, but just being a classic international SEO wasn’t enough anymore. It was really interesting to the strategy of the companies who needed it, though it is on an international market.

David Bain  

Superb, so strategic SEO for international websites.

Gianluca Fiorelli  

Yeah, so tell us better how to correctly approach international market or how to improve your international presence.

David Bain  

Wonderful. That’s Gianluca. And last but not least is Gemma.

Gemma Fontané  

Hi, I’m Gemma Fontané, SEO consultant and co-founder of Orvit Digital, a digital consultancy based in Barcelona. Thanks for having me today.

David Bain  

Thanks for joining us. Great to have you all here bright and breezy on the third of January 2024. So we’re just into the new year, but it’s a great time to focus on SEO strategy. We return to our offices or we return to our home offices and consider what are we going to do for the coming year. But is focusing on a year as a whole too much? Kevin, what are your thoughts on that? Is setting an SEO strategy for a year a good length of time to be focusing on?

Kevin Indig  

Yes and no. I think a year is one of the lenses you want to consider. But you might also want to have a high-level plan for maybe the next three and five years. And the reason I’m saying no is because everything changes so fast these days. I don’t have to go into detail about SGE and some of the updates that Google launched, SERP feature changes, etc, so you want to consider your strategy as a plan. But you want to be flexible about how to get there. 

We’re going to pause here because there’s obviously a lot more to say. But it’s good to have a plan for the one year, three or five year time horizons, but you also want to make sure you’re operating in a way that you can be flexible when the environment changes.

David Bain  

Katherine, you’re nodding away slightly there to favor the one year, three year and five year time horizons.

Katherine Nwanorue  

Okay, so I think I have a bit of a different approach rather than five year approach. I look at creating something for maybe nine months to a one year period, and then break that down into specific actions, because just like Kevin said, you really need to be flexible to changes and stuff. So breaking this down into specific actions within specific periods. It could be by tasks or it could be breaking it down to those periods. It could really help you to be flexible and react to changes or maybe any thing that comes up within the business really.

David Bain  

Okay, so nine months to a year. Do you ever look further than one year in advance?

Katherine Nwanorue  

No, so far I haven’t.

David Bain  

What about yourself Gianluca, are you a long term analyzer and strategizer?

Gianluca Fiorelli  

By nature, I tend to say yes, and it happens sometimes, especially in my field of international SEO, especially if the internationalization is ambitious. Obviously, you cannot think in terms of six months, or even one year, many times you have to think in a range of time which can be eighteen months for the most pressing or important new market you want to enter within a year, and then a plan which is one two or even three years for the last market or the least important market.

This is something that somehow is an obligation many times, because all the companies will like to do something like this, but when it comes to budget, efforts, even when needing to create international teams, its like using sticky tape. Most of the time, especially when you’re starting to have many, many people working together on a plan, it’s often not really well set up, so its going to be even longer. 

I agree totally with what Kevin and Katherine just said, you have to establish your strategic objective, and then be feasible and flexible in order to arrive at the objective. So these are what you are going to do during the year, you’ll have your micro objectives and your macro strategy.

David Bain  

Just before we focus on how to go about setting an SEO strategy, Gemma, what are your thoughts on timescales?

Gemma Fontané  

I’m not a very big fan of long-term strategies, because especially for my type of clients, it’s very difficult to do so. Not only for everything that’s changing online, with Google or whatever, but also for the changes that will live with nowadays, you need to know in Spain or everywhere. So we can set up long-term strategies, but we do more like three and six months of strategies with more concrete, micro-objective actions, and we’ve found that usually it works better for us that way.

David Bain  

We’ve got some nice numbers watching us live today and in the chat, Montse Cano is saying hello, and this is a great lineup for necessary topic right now. And Keith Goode, it’s good to see you too. Keith says “Actions are for the short term, themes are for long term planning”, and it looks like. Kevin is nodding away there as well. Is that a good way to put it, Kevin?

Kevin Indig  

Yeah, totally, I love that comment from Keith, because it hints a little bit about what strategy actually is. Something that I’ve noticed over and over is that a lot of times, a lot of companies are too deep in the weeds for the strategy, right? They start on the keyword level or a traffic goal, and that is not a strategy. Strategy starts with a key insight about the company, the market, opportunity, competitors a changing landscape, right? It all starts with a thorough assessment of where we are right now. It doesn’t have to start with the keyword level or technical SEO or something like that. It has to start with, what is the company? What is the target audience? What is the product? Who does the company compete with? How important even is SEO for the company? How many resources does the company have to invest in SEO? How strong is the brand? What’s the competitive advantage? etc

There’s a whole catalog of things to start with before you go into the actual SEO work, and then after you get those key insights, you want to look at what is your guiding policy? Right? Or what are the themes to come back to Keith’s point. It could be something like content or investing in a stronger brand or authority or those kinds of things, and then you go into the actions where you sit down and say, Okay, let’s build X links, let’s ship a new page type, right, that’s where you get into the weeds. 

So the point I want to make is that it’s very important to start at the very high level at the company level, because otherwise you won’t get buy in from decision makers in the company anyway. If you’re too deep in the weeds, then most most executives will tune out. So that’s an important point I want to make.

David Bain  

So I love how you started off there with “strategy starts with a key insight”. How do you know that it’s the right key insights you’re focusing in on to build your strategy around?

Kevin Indig  

You know you have the right insight when it goes back to a strong lever. Lever is something that you can pull or do more often you get more back. Let’s say your software marketplace like G2, which I know intimately because I worked at the company, a strong lever in that regard is more reviews. The more reviews you have, the more of a competitive advantage you have against other websites, and the more content you have on your website to rank higher on Google. But driving more reviews is not something that that a lot of SEOs would think of as the first thing to do, because it’s not that close to actual SEO, but it has a huge impact on SEO. So you want to think about what are the levers that drive SEO or that drive the business, and then think about what are the key insights here that help us to improve that lever or pull that lever in a more effective way.

David Bain  

Katherine, what are your thoughts on the levers that drive SEO? Do you often work with other departments within a business to establish what insight you should be focusing on?

Katherine Nwanorue  

Absolutely. It usually starts with getting to understand what the business wants to achieve, and in most cases, you would really want to be careful here. We mostly work with small websites and small businesses, and in many cases, you would see a client saying, Okay, you want to rank number one for this keyword. That seems like what they have in mind is not an actual goal. So maybe in an actual sense they mean they want to rank higher so that they can get more visibility, and then get more sales or leads. So in really getting to understand what the business goals are, you also have to chip in and also give more insights to the business to guide them, especially for smaller businesses that don’t have a really good idea of what they have in mind. 

In regards to working with other departments. Absolutely. It’s really important to collaborate with others, because I’ve seen cases where I’ve added something to a strategy rather than an action to the overall strategy, and when it gets implemented, I found out that maybe further down the line, another department, like the development department has like maybe a redesign coming up, and in that case, it clashes with what I had in mind. So it’s really important to collaborate with other departments and really get to know what’s on their plate timelines to fuel specific actions on the roadmap and stuff like that.

David Bain  

Gianluca, from an international SEO perspective, do you find it challenging? Do you often have competing focuses from different countries that you’re?

Gianluca Fiorelli  

I usually tend to do some sort of gossip, I want to know what’s really cooking behind the nice faces I see on a video call, in order to also understand how to look myself with the people, but this is just diplomacy is no strategy. But a good touch of diplomacy is important when you want to establish a strategy, which is able to put everybody on the same journey.

David Bain  

Establishing who you should be listening to most, when you’re getting a feel for what strong opinions are?

Gianluca Fiorelli  

I usually tend to talk with the main team. With a multinational company, theres usually a main team which is the one directing the others and establishing roots for the others. Usually I ask to involve also the business, maybe not the stakeholder, because I’m not on my level talk. Yet we have a stakeholders, CEOs of these kind of big companies, but yes, for instance, to be responsible marketing for the entire company in order to understand what is the process, what is the objective of business objectives that are moving them to ask for support for international SEO? So I want to know if our international SEO is fundamental or important for international SEO strategy in terms of our businesses working, and how do we plan to improve the presence of our business internationally? Not just in terms of SEO, I want to know what about the other channels, I don’t know newsletter news market, email marketing, lead generation, social media, but also physically, we are going to expand or not, I need to have all the data in order to have a clear benchmark over which to prepare my proposal for a strategy and discuss it with them.

And then obviously when it comes to international SEO, you also need look at local strategy, because we already know that for international SEO you cannot copy & paste the SEO for one country to another country because it’s a totally different behavior, totally different situation etc. So this is also for a strategy to what you want to achieve. Maybe you need some steps and tactics in one country or another. But for instance, let’s say Western countries are totally different from Eastern countries. So you have to think substantially in setting up a strategy and when localizing it with local teams.

David Bain  

Gemma, bearing in mind what Gianluca said talking about business objectives, is there one key focus that you tend to have as your north star for your SEO strategy?

Gemma Fontané  

Give focus. Working on multiple channels, it wasn’t something that I really paid very attention to, especially nowadays with all the different types of formats that we can include in our strategies. Nowadays, for me, it’s very important to know through which channels we are going to create the content and the strategies and why to define the different products that we have to know our target audiences, depending on the channel and to create the best content depending on what users need.

David Bain  

Let’s go through a little fun exercise. What we’ll do is we’ll get Kevin to start with an example of a key insight that we’re working towards, and maybe Katherine and Gemma to break it down into different actions that need to be taken in order to focus on that insight and build a strategy towards that, and perhaps Gianluca to evolve that strategy further from an international perspective. Kevin, what key insight shall we aim for?

Kevin Indig  

Here’s a key insight for product related keywords, Google started to rank publishers on the number one organic position. So this client lost number one rankings overnight that they held for years, because Google decided that they want a publisher to rank on the number one spot. So we’re going to stop there. But of course, if anybody needs more information or context, I’m more than happy to elaborate.

David Bain  

Kevin, can you perhaps provide your point of view in terms of best actions forward. So I guess there’s a 50/50 thought process between either continuing to focus on the same publisher-type opportunity and perhaps trying to compete with the new SERP, as Google has produced, or the other option is to attempt to compete in different areas where there weren’t necessarily successful before. And there’s opportunities that they perhaps haven’t actually focused on beforehand. So I mean, is your initial thoughts to stay competitive in the existing keyword phrases that they’re targeting?

Kevin Indig  

Now this is exciting because you have a couple of different options. You can either say, Okay, we’re going to set position number two as the new goalposts, and we know, we cannot rank and position number one, because we don’t have the right type of site. Or you can say, Okay, let’s go after other keywords instead. Or you can build your own publication and send that into the race. Or you can focus on SERP features in the search results. Or maybe there’s another option where you focus a bit more on the Merchant Center or the organic product listings.

Gianluca Fiorelli  

That could be a question because the publisher is, let’s say, like, The New York Times as a publisher, which is also using the classic section of a website where they have the products, selling products. So affiliate substantially overcome. When a new or any other kind of publisher like a review for a publisher?

David Bain  

So Gianluca, you jumped in there, how do you go about determining what is the best selection to make?

Gianluca Fiorelli  

I think it’s not really about a selection, but it’s about how you prioritize, because my sixth option would be substantially setting up a strategy which is occupying the most possible organic space. Google is still giving me the opportunity to be here means trying to maintain that position with your current page. But also, when creating content opportunity, not just only your own magazine, which can be for certain site could be quite difficult. But it’s a valid idea, especially for big brands, having your own branded content, information or branded content, for instance. I always think, for instance, we’re talking about not commerce, but travel, but usually have these wonderful paper magazines and when never think to create the same content on a digital way, which is an example of how to create branded content videos, where you already know how to do it by simply translating it to our website. 

It can also be creating what we were used to call barnacle, SEO. So opportunity to be visible as a brand voice. But because in terms of ecommerce, usually we have critic reviews, Google is showing us critical reviews. Google is presenting us with information by website with creators like video, etc, etc, etc. So we plan to start adding as a strategic point to engage more with creators in order to have this greater ranking and presenting my products and my content. So I’m amplifying the organic visibility on my products using the power of creator. The problem would be how to prioritize the things we want to do in order to counter attack the loss from position one to position two, and not just limited to one. So this is the strategies we’ll be adding always stuff but when prioritizing is the micro strategy, and working on this, returning to my idea of working with other channels would be in having the synergy with other channels, because for instance, maybe you the company has a video marketing department, so involving them, and social in order to create the stuff.

David Bain  

So essentially, what you’re saying is, it’s not about making a selection, it’s about deciding what to prioritize, and that way you can decide on what to work on next. Katherine in relation to what Kevin was saying there, if Google suddenly changes the SERP, and then by doing so, vastly reduces the quantity of organic traffic that you’re getting from that, how do you decide whether or not you need to keep on going and just to enhance your the way that you’re doing things or maybe tweak the way that you’re doing things or completely change your focus and focus on different keywords?

Katherine Nwanorue  

I’m really going to look at these these keywords that will last a day, like a specific type of skills I was talking about maybe question based keywords, or are we talking about a particular set of keywords. So I’ll really look into that to find out if a specific part keywords is really affected, before I can then look for opportunities. Maybe there are areas of this publishers, as well, like, in fact, that dominating the first page for these keywords Kevin mentioned, granted, but the opportunities where we can do better. 

So while looking for ways to really maintain just like Gianluca said earlier, while looking for ways to maintain, maybe second position, I would also look for opportunities where we can get ahead of this competition, because there might be something that not doing really well, where we have a competitive advantage, or we can lean on and really get ahead of them. And yeah, that’s basically what I’m going to look at.

David Bain  

So maintain your current success as much as possible, but obviously, look for areas that you can get a competitive advantage in. What is an example of a competitive advantage in SEO?

Katherine Nwanorue  

Okay, so we’re talking about relevant content that’s actually really helpful to the readers. So most of these publishers might have content on one aspect of whatever it is you’re doing, but maybe there is something else you can do better. Do you have the expertise to get an author that really knows what they’re doing? Is there a tool you can use to maybe publish more content or do you have resources to build more backlinks? So there’s our competitive advantage, content quality, the tools you have, your expertise, and basically technology? Those are competitive advantages you can really lean on.

David Bain  

Gemma, what would you like to add?

Gemma Fontané  

I agree a lot with them, but it depends on the kind of search position that we are losing and if it’s worth it or not to try to still work on that. Or maybe if we can try to do it through another platform, maybe because on Google in some years, or in some months, this concept is not going to be the place where users are going to look for that. So depending on this, I will I will decide if it’s worth it to prioritize to work more on how to get the first position again, or maybe to prioritize other options.

David Bain  

Okay, great. Let’s talk about what an SEO strategy should look like and what should be incorporated in an SEO strategy. So maybe back to Kevin, what are your thoughts on that?

Kevin Indig  

So coming back to some of the elements that we previously mentioned, key insights, the guiding themes or guiding policies and actions. We want to start with the insight that helps us move forward to deciding where to play and where to invest, and then the actions include things like prioritization opportunities, risks, threats, resources, and levers, of course. My preferred style is a write up – a written document – and it can’t just be one page to get everybody on board. It doesn’t have to be this elaborate 10 pager, it can just be a high level summary, and that then ventures into a spreadsheet or a slide deck based on company culture and what you personally prefer. But I think it’s really important to have at least a summary that explains the logic and the thinking, which we then share out with everybody who’s involved in implementing that strategy, not just the core team, in this case, SEO, but everybody who is involved in strategy, so you can get feedback and comments and get everybody on the same page. I found that getting everybody aligned on what to do is half the battle. Most of the time there’s a lot of confusion that people have about what are we even trying to accomplish? Where are we even going and why are we doing that? And so the format should be written up. That gets everybody on the same page.

David Bain  

When you mentioned risks, that actually made me think of a SWOT analysis. Did you ever do a SWOT analysis for SEO?

Kevin Indig  

All the time because it’s trying to bring it beyond just SEO. One example could be SGE. A lot of my clients right now are thinking very critical about what can SGE potentially means for our business. So this is not just a SWOT analysis that I copy paste over for every business, because every business is affected differently, depending on if they’re an e-commerce or local, if they’re content heavy, how much of an impact SEO has on the company, how defensible the content is, if they use programmatic or not.

I think SWOT analysis are critical in the different types. It doesn’t always have to be SWOT analysis, or another framework because there are a bunch of frameworks out there, but it’s important. It goes beyond just the SEO stuff like links and keywords and content, it’s about competitors. Google changes, consumer behavior changes, so there’s a lot of depth here that you can go into.

David Bain  

I love your idea of creating something written and then outreaching to other departments in your organization to get their feedback, get their thoughts, and perhaps those thoughts will lead to a more honed strategy for you. Katherine, how do you go about determining how to solicit feedback from other people in an organization to help to hone your SEO strategy?

Katherine Nwanorue  

When creating this strategy document, we do this in two ways. So we first need a document that has all we have in mind, like a right to have a clear view of how things are going to be. And then we have another document, which is a roadmap, which comes in an Excel sheet. So once we share this with other departments and host meetings to understand the details, like this is what I have in mind, how long we think this is going to take for us to resolve, etc. If you have other teams actions that require other teams, then you really need to get their input. You really need to communicate with other teams, how long is it going to take them, you can’t just add specific hours and think that’s going to be enough, because that is not how its going to go down. You need to know what they have going on with them, how long they really think is going to take on their goals, because they do have goals as well. So it’s not just the SEO goals you have to have in mind, you really need to talk to them, find out what’s happening, and how you can really work together to ensure that the strategy goes true.

I also want to point out that it does save resources as well, for example, there was a case where, we were looking forward to redesigning the menu bar and we went ahead with this. We’d actually gone halfway through only to find out that there was an actual redesign coming up in the future. So this really didn’t make sense, because we had already wasted so much time getting to this level only to find out that there is something there is something else that is going to undo all these efforts. So yeah, it does save time and resources generally.

David Bain  

Gemma, what are your thoughts on this?

Gemma Fontané  

We basically do the same in order to know what to target. We also have different documents, depending a little bit on the client, or the set or whatever. And depending on the department they need to fill in with different questions. So this helps us to define our SEO goals. And they are like questions related to the program. Maybe they want to prioritize target audiences, what they’ve done so far, what they want to do, and some explanation on how everything is working. So after that, we can get some conclusion and then have this roadmap to defining all the different actions.

David Bain  

Gianluca? How do you determine that your target is the right target to be focusing on?

Gianluca Fiorelli  

I’m always creating a sort of checklist to have a strategy. So if a point is here, and would be easier somewhere else, then what are the logical paths to go from A to B. So it’s more of a mix between the account and the mindmap, in order to show a logic that I am proposing something. Usually when I give this document to different departments in order for them to fill the blank space that I left for them. If we need to improve technically, because there are many difficulties in terms of, for instance, internal linking which we need to improve, and all this kind of stuff. So the tech department can give me the timing, which is an important thing, but also for achieving the results, which is in B, we need to improve a creation of content, both updating the older one, plus creating new one. So if this pathway is part of a Gantt of a mind map to the content team in order to check if they can do that between this space and time and how you can commit yourself in timing so that they can start putting the information together that you need to complete and take this theoretical strategy and make it into something practical. For example, lets say we have an international team, and a UK team say they can commit to creating 10 articles, but the Spanish one is telling you they have capacity for five. Then you have to combine all these kinds of information in order to create a plan, a content and editorial content plan, which fis everybody and helps everybody achieve the objective. So first its creating this mindmap and Gantt chart, and then giving to the different teams of a client, and then merging thiem. We’ve already discussed insights that you have received from the business owners and then having a final discussion in order to conclude the strategical plan, plus the tactics that you have to use.

I still see many, many SEOs still thinking ofsearch as the organic search results on universal search. But this is not SEO since for many years now. When I tend to think to search, and I don’t know if Kevin, Katherine or Gemma agree, but I think of search as a journey. What is the journey people have when searching for an answer for a product or for a service. It’s not just limited to search and it’s not just Google. It can be SGE, searching on ChatGPT, searching on Reddit or TikTok or YouTube. I think this should be something that we should understand. If we are able to think on a larger scope, if you’re thinking of search as a journey, so touching more platforms, more channels, more places where people search, what people actually search for, then we can have a better strategy.

David Bain  

To wrap up, can we get one piece of advice from everyone in terms of maybe a particular piece of software or a system that you have to assist with the setting up and the management of your SEO strategy? And then after that, we’ll also just get everyone to remind the listener/viewer where they can find you online?

Kevin Indig  

I have one answer that is not super sexy, but I think is a reality, which is Google Docs or Google Slides. But one addition that I want to make which might be a bit more helpful for everyone is I think a good system is what is the single chart that expresses your strategy the best? What is the single chart that reflects your key insight? So it could be in the case that I mentioned earlier, it could just be showing how many number one ranks you lost, and how many number one ranks publishers gained in your space. There’s actually a chart that I use for the clients that really helped me understand, okay, this is the problem, this is what we need to solve for, and so I think that’s more the system that forces me to be very clear in the articulation of, again, the opportunity or the problem that needs to be solved. But I think the reality is, again, it’s Docs, Sheets, Word, Excel, slides, PowerPoint.

David Bain  

Gianluca mentioned the importance of working with other channels, understanding the user journey and then defining your supportive organic strategy based upon how you’re working well with other channels and talking about other channels. You’re doing very well with your 11,000 plus subscribers to your Growth Memo email newsletter, demonstrating that email is alive and well and good and you drive people towards a paid option from there.

Kevin Indig  

It’s my passion project and I’m very proud of it. The way that I strategize myself into this paid newsletter is that I write for a very specific type of intent or to solve a very specific type of problem. And I realized that there was a gap on the market of very in depth, strategic tear downs of companies that people can learn from, or that people can use internally as a case study, to get buy-in from stakeholders. And these tear downs are supported by inside scoops from people working at the company, so these are not just outside-in views, but they are inside-out views that are reflected in those deep dives. You can take this to your boss and say, Look, this is how they do that, let’s, let’s try something similar. Or, you know, if you’re an investor, I have some investors as well, and they want to invest in that company or competing companies, and that’s helpful for them as well. But I realized that there was a gap on the market of people who needed those kinds of deep dives, who are also readers of my newsletter. So that’s why I went into that direction. And the key insight here was talking to my free subscribers and asking what are the problems you’re dealing with on a daily basis, and a lot of them said, I need buy-in or I need to learn from companies that are in a similar space or a similar situation.

David Bain  

Superb, and where can people find your free newsletter?

Kevin Indig  

Yeah, that’s at growth–memo.com.

David Bain  

Okay, Katherine, what are your thoughts on software and systems do manage your SEO strategy?

Katherine Nwanorue  

So if I were to one, it would definitely be Google Sheets. It’s really collaborative and you can really share it with people within the company and external stakeholders. So it’s a really widely used option. And you can also get your priorities in order, you can really make your charts more colorful. It literally has everything you can think of, you can share this with people, you can add words, you can add images in most cases. So yes, Google Sheets is my number one.

David Bain  

Lovely, where can people find you online Katherine?

Katherine Nwanorue  

It can find me techseojournal.com or on my social media platforms with my name Katherine Nwanorue.

David Bain  

Gianluca?

Gianluca Fiorelli  

Well, apart from the classic tools, like Google Sheet, Google Docs, etc, maybe a good screen recorder. Because many times I think that people understand more with visual and visual is not just a screenshot. Actually making people see a SERP. Let’s say your six months ago and the SERPs right now, maybe he is more careful when writing two pages about the SERPs changes. I like screen capture to see our people navigate the website and how people search, so recording a search session. So this is really really interesting because the client itself immediately understood what are the problems, but we may need to attack with the current strategy.

David Bain  

You’re talking about using software like Microsoft Clarity and HotJar?

Gianluca Fiorelli  

Yes, but also as a simple screen recording, because you can only use Clarity or HotJar when asking people to search on Google. So a simple screen recording program that you prepare for people to record and it’s something that I usually use for CRO, which is why using this this kind of activity in order to see how people are behaving with a website is classic, but it can be done also for SEO on my end. I’ve done this a few times before with clients in order to understand how people are searching for something.

David Bain  

Where can people find you online?

Gianluca Fiorelli  

You can find me in the previously named Twitter at @gfiorelli1, and on my website, IloveSEO.net.

David Bain  

Gemma, what piece of software or system would you like to recommend?

Gemma Fontané  

I’m a big fan of spreadsheets, especially when defining SEO processes and strategies. However, if you want to integrate with different sources and get visualizations, especially for different departments or clients, this is very useful for including next steps.

David Bain  

Where can people find you Gemma?

Gemma Fontané  

You can find me on LinkedIn or Twitter @gemmafontane.

David Bain  

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