How to Build the SEO Opportunities Deck
This guide walks you through the full process of constructing the SEO Opportunities slide deck — from raw data to a polished, stakeholder-ready presentation. Work through each step in order, or jump to the section you need.
Slide Deck Construction
How to structure, build, and format the SEO Opportunities deck from scratch.
Technical Findings
Identifying, documenting, and presenting technical SEO issues and opportunities.
Meta Data
Auditing and presenting meta title and description opportunities across the site.
On Page
Reviewing on-page elements — headings, content, internal linking, and alt text.
Templates & Resources
Slide templates, data export formats, and reference docs.
Slide Deck Construction
This step covers how to build the SEO Opportunities deck — the slide order, layout conventions, naming, and how to make it stakeholder-ready.
🖼️ Deck Structure
The standard process for setting up the SEO Opportunities deck:
- Copy the SEO Opportunities Slide Deck from a past deck — use a recent one as it will most likely match your current style.
- Replace the logo on the first page — swap out the client or company logo to match the current one.
- Replace the hero photo on the summary page — update the image to keep the deck feeling fresh and relevant.
Technical Findings
How to identify, document, and present technical SEO issues and opportunities in the deck — what to look for, how to prioritise, and how to communicate it clearly.
Competitor & Content Gap Analysis
Keywords & Page Traffic Distribution — Part 1
Keywords & Page Traffic Distribution — Part 2
📋 Step Checklist
Meta Data
How to audit, assess, and present meta data opportunities — what to flag, how to prioritise pages, and how to write recommendations the team can act on.
📋 Step Checklist
🔍 What to Check
- Meta titles — [your criteria for flagging issues, e.g. length, missing, duplicate]
- Meta descriptions — [your criteria]
- Keyword alignment — [how you assess relevance]
On Page
How to review and present on-page optimisation opportunities — headings, content, internal linking, image alt text, and anything else that lives on the page itself.
📋 Step Checklist
Opportunity Briefs
Example opportunity briefs for each category. Use these as a reference when writing up findings in the deck — adapt the language to suit the client's level of SEO knowledge.
Although dominates the reusable cup space, key competitors are still finding room to grow — most noticeably .
Over the past 5 years you have fluctuated between –k estimated organic traffic per month, currently trending in the of that range.
Over the same timeframe has grown from roughly k traffic (around % below your k at the time), to over k, currently only % below your k.
This highlights how although you have achieved impressive growth over the past 5 years, a recent stagnation has allowed key competitors to encroach on your market share.
The opportunity here wouldn't be achieving page 1 rankings, but moving keywords already on page 1 to positions 1–3. When looking at the data, there are roughly keywords you currently rank for between positions 4–10 which total a search volume of .
This position uplift will be completed by firstly pulling apart the website through our intensive research process, and then put back together with Google's best practices, and AI search engines top of mind.
When we look at the keywords you were ranking for around your local peak back in , there are roughly lost or declined keywords.
Although some of these keywords may not be relevant, there is still a substantial amount of opportunity to regain, and rank these keywords between positions 1–3.
When analysing your page traffic distribution there appears to be a large percentage of consumers landing on your homepage, as opposed to high-value selling or collection/service pages. As evident from the below chart roughly % of your traffic is coming through your homepage — ideally we want this number to be around the 20–30% mark.
Firstly I want to bring attention to your organic traffic which is very brand dominated. This level of brand dominance can lead to a reliance on paid media, repeat purchases, and word of mouth. Our aim would be to maximise your organic non-branded channel, so your brand can continue growing without paying as much on Google or Meta ads.
has a strong base performance within the organic search results, with many keywords ranking within the top 3 positions. However, there are many more opportunities for further improvements. I have included below a chart of your top 5 competitors (according to keyword overlap), and isolated the search to keywords you're ranking for between positions 11–50, or keywords you're not ranking for at all — that at least 2 of your competitors are ranking for on the first page.
As the data shows, there are roughly keywords that fit this criteria, constituting search volume a month. Obviously, this is a very large number; however, it does go to show that there are still a tonne of opportunities available to you.
There seems to be a strong inverse correlation between organic traffic decline and an increase in referring domains, potentially alluding to unsuccessful backlinking efforts from a previous agency. This referring domain strategy is a textbook example of quantity over quality, leading to significant harm for your site.
It is very important to ensure filter pages are indexed within Google. If Google is unable to crawl your page, they won't be able to display it to consumers who want the exact product you're selling.
You have a very impressive sub-category range; however, Google is unable to present these longer-tailed keywords to search terms that match them.
H1 Tags are one of the most important factors that search engines look at when crawling your site. H1 Tags act as a technical bridge between what you're displaying on a specific page, and the consumers Google will match that page to.
As you can see you don't currently have a H1 Tag on your homepage, and un-optimised H1s on your collection pages — highlighting a strong opportunity for quick growth.
Your product meta descriptions seem to pull from your product content as opposed to being optimised meta description-specific. With your current set up the descriptions read quite poorly, highlighting a further opportunity to help search engines understand and trust your site.
With the huge shift towards AI-powered search, detailed, customer-focused, and story-backed content has never been more important. Building out rich content on each collection and filter page (if indexed), will help not only rank on Google, but on LLMs and GEOs as well.
Once this content is built out, you will have a much greater opportunity to include internal linking within each category page. This helps strengthen and consolidate your site in Google's eyes, building trust and in turn increasing your rankings.
Collection page content is vital when aiming for high first page rankings on Google. Content should be written with a transactional/commercial intent, and help verify the specific product offering of the page.
Whilst most collection pages have minimal content, some pages have no content at all. Especially with the increasing relevance of AI, LLMs will be unwilling to reference a page if they are unable to understand it.
Collection page content is vital when aiming for high first page rankings on Google. Content should be written with a transactional/commercial intent, and help verify the specific product offering of the page.
Below I have included an example from one of our current clients — which provides a strong example of best practice.
Whilst you do have strong blog content, finding the blog pages on your site is extremely difficult. By presenting your blogs as a category in your main menu, or in your footer you will be able to increase the time people spend on your site, as well as trust with consumers. Additionally, optimising your blog posts presents itself as a strong opportunity given the amount of traffic your blogs bring in currently.
Example Decks
A selection of past SEO Opportunities decks for reference. Use these to guide structure, tone, and formatting when building a new deck.
Master Template
The blank SEO Opportunities deck to copy from when starting a new client. Always duplicate this — never edit the original.
Tools & Access
Everything you need access to in order to run this process. If you're missing any of these, speak to [your manager's name / IT contact].