Are you doing Speed & Core Web Vitals analysis? To prioritize actions w/ clients I've found useful to do competitive speed & CWV analysis to show its importance and impact vs. other player for meaningful queries!
Here's a thread about how to do it w/ free tools ⚡️🛠
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1. Identify your top pages CWV metrics vs. competitors for most important queries:
How are your pages targeted to the most meaningful/relevant queries performing vs. your competitors? Show the gap in SERPs by using @defaced Core SERP Vital extension: defaced.dev/tools/core-ser…
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2. Let's dig deeper and compare these pages using pagespeed.compare that shows both Mobile lab (lighthouse) and and field (CrUX) data at different levels of detail for the gathered metrics (LCP, FID, CLS) with nice visual comparisons to show where's the gap among them
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3. You can here also compare those elements/areas that affect the pages performance, as well as a suggestion of the potential savings from each based on what has been identified, that can also help you to prioritize the optimization actions
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4. Validate and expand the previous findings with batchspeed.com that also allows you to obtain and compare not only your mobile but also desktop speed metrics and elements weight, featuring opportunities and suggestions for each
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5. Do this with the most important pages targeting key queries from every area/level of your site to identify the most prevalent issues across them and prioritize to fix those most prevalent ones in the most critical areas/sections
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6. To execute: obtain the specific resources affecting the most each of these types of pages with a prioritized list of them for free using gtmetrix.com to share with developers and facilitate the implementation.
I hope these steps are useful for your process 🙌⚡️🤗
Reminder 🚨 You also have these and more free/freemium speed and page experience tools in this Google Sheets 👇 docs.google.com/spreadsheets/d…
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* If you only have certain offering available for *some* countries, publish those URLs only in those, don't waste crawlers efforts going through hundreds of thousands of URLs which are not indexable anyway ...
* If you're language targeting and end up realizing you can't grow further due to lack of localization and there's enough traffic + conversion potential in that market: consider to start country targeting it - it will be better than trying to "patch" and look for workarounds...
* If you're country targeting using subdirectories, for heaven's sake, please use the country subdirectory as the first one in your URL structure, eg: domain.com/ch/ for Switzerland rather than language first, eg: domain.com/fr/ch/ for Swiss in French, etc. 😅
Do you really need to use hreflang annotations? Are your different International Web versions suffering from search results cannibalization/overlay? Stay tuned for a *free* way to find it out...
Identify the hreflang need & implementation scope for free w/ this Google Data Studio Dashboard I've created to check International Search Results Overlay Issues:
This Google Data Studio dashboard allows you to select a site version from Google Search Console, to see which are the top countries for which the selected Web version is ranking for, and see if there are non-relevant countries generating non-trivial impressions + clicks...
Low Hanging Fruit Structured Data Implementation Prioritization:
1. Check for which search results your pages are shown in the top 10 but not included in SERP features triggered by SD: FAQs, How-To's, etc for which you have content. SEMrush offers filters to obtain them...
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2. Export the list of these pages and do a list crawl of them using an SEO crawler supporting SD validation, like @screamingfrog, making sure to enable JS crawling + SD validation...
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3. Check if these are not implementing the relevant Structured data or if they're including it but with errors that could make them to not trigger the relevant SERP feature, assessing if they're following also Google's Quality Guidelines too: developers.google.com/search/docs/gu…
If you’re a digital marketing company that’s not remote yet, here’s something new to try before end of year: a day per week working remotely (from anywhere your team wants). Your team will likely improve productivity that day without commute and disruption...
...you’ll show that you trust your team and care about a better life-work balance too. It’ll force you to improve your communication + coordination channels and protocols and will make obvious issues that were previously hidden by an always “in person” setting that you can fix..
... the best that can happen? That you see it works so well that you can go fully remote when checking that any previous concerns were diluted when trying. The worst? That it goes so bad somehow that you stop doing it after seeing you definitely need to fix certain issues first..