SEO Tools of the Trade - Chris Hart
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SEO Tools of the Trade - Chris Hart

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Chris Hart of Lindex was the speaker for MnSearch's 1st Quarter 2014 Marquee Event. He had a great presentation describing some of the SEO Tools of the Trade. Here is his presentation.

Chris Hart of Lindex was the speaker for MnSearch's 1st Quarter 2014 Marquee Event. He had a great presentation describing some of the SEO Tools of the Trade. Here is his presentation.

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SEO Tools of the Trade - Chris Hart SEO Tools of the Trade - Chris Hart Presentation Transcript

  • SEO Tools Of The Trade! From Tools To Platforms
 Crossing The Big Data Divide!
  • 12 years as an in-house SEO in the B-2-B Technology Publishing Industry ! ! 8 years consulting for various agencies! ! SEO experience in strategy, operations, business development, client services, project management for digital/social/mobile/content marketing campaigns! ! Christopher Hart! Head of Enterprise, US ! BIO!
  • What We Will Cover! ! •  WHAT WAS COVERED IN 2013! •  THE REALITY OF THE MARKETING LANDSCAPE
 !Quote From Brian Clark At SMX West 2014 
 !Big & Small Business Marketing Technologies 
 !Digital Marketing Transit Map 
 ! !Ad Technology, Analytics, Creative, Commerce, Emerging Technologies! ! !Marketing Management, Mobile, Search, Social ! •  SEO – WHAT HAS CHANGED IN 2014
 !Pandas, Penguins, Hummingbirds… Oh My!! •  SO WHAT IS A “THEORETICAL USER JOURNEY”! •  STORY ARC ! •  THEORETICAL USER JOURNEY + STORY ARC ! •  TOOLS TO PLATFORMS 
 ! !Algorithm Change History And Volatility, SERP Rank Tracking! ! !Technical !“Webmaster Tools”, Keyword Research, Structured Data! ! !Page Speed/Performance/Site Monitoring, Link Data And Analysis! ! !Social “Listening Platforms, Reach Platforms, Depth Platforms”! ! !Illustrated It Looks Like This! ! !Multi-Channel - A/B Testing - Content Marketing - Outreach! •  SO HOW DOES THIS ALL WORK
 !SEO/Content Marketing Platforms 
 !Don’t Forget These Too ! •  Contact Info !
  • WHAT WAS COVERED IN 2012!
  • What Was Covered In 2012! Taylor Pratt delivered back in January 2012! http://www.slideshare.net/raventools/tools-of-the-trade-seo-edition!
  • THE REALITY OF THE
 MARKETING LANDSCAPE!
  • Quote From Brian Clark At SMX West 2014! “As an industry, we are just about at the end of stupid.”! ! Brian Clark! SMX West 2014!
  • Big & Small Business Marketing Technologies! http://marketingland.com/big-small-business-use-marketing-technologies-one-exception-74000!
  • Digital Marketing Transit Map! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Ad Technology! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Analytics! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Creative! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Commerce! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Emerging Technologies! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Marketing Management! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Mobile! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Search! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • Social! http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
  • SEO – WHAT HAS
 CHANGED IN 2014!
  • Pandas, Penguins, Hummingbirds… Oh My!!
  • SO WHAT IS A
 “THEORETICAL USER JOURNEY”!
  • Time From Discovery à Through Latency à To Conversion! Marketing Channels! Touch  Points   Theoretical User Journey!
  • Time From Discovery à Through Latency à To Conversion! Paid   Social   Marke4ng  Channels   0   3   1   4   2   5   Organic   Touch  Points   ZMOT! Is when users are thinking of a need before they look for an answer! Zero  Moment  Of  Truth   Theoretical User Journey! http://www.thinkwithgoogle.com/collections/zero-moment-truth.html!
  • Time From Discovery à Through Latency à To Conversion! Paid   Social   Marketing Channels! 0   3   1   4   2   5   Organic   TouchPoints! Discovery! Is the first time they touch your brand no matter through what channel! Discovery   Theoretical User Journey!
  • Time From Discovery à Through Latency à To Conversion! Paid   Social   Marke4ng  Channels   0   3   1   4   2   5   Organic   Touch  Points   Latency! The length of time from discovery to conversion! Over ‘some’ number of touch points across multiple channels! Many times touching the same channel multiple times! 2   3   5   Theoretical User Journey!
  • Time From Discovery à Through Latency à To Conversion! Paid   Social   Marke4ng  Channels   0   3   1   4   2   5   Organic   Touch  Points   Zero  Moment  Of  Truth   Discovery   2   3   5   $   Conversion! When a purchase is made no matter at which channel! With all channels that were touched having had some contribution to the conversion ! Theoretical User Journey!
  • STORY ARC!
  • Time  From  Discovery  à  Through  Latency  à  To  Conversion   Marke4ng  Channels   0   3   1   4   2   5   Touch  Points     The  messaging  and  communica4on   with  your  users  at  different  4mes  and   different  channels   Story Arc!
  • Time  From  Discovery  à  Through  Latency  à  To  Conversion   Marke4ng  Channels   0   3   1   4   2   5   Touch  Points     There  are  many  “Story  Arcs”  that   are  part(s)  of  a  successful   marke4ng  campaign   Mul4  Channel  /  Mul4  Touch  Point  APribu4on   Marke4ng  Automa4on   Story Arc!
  • THEORETICAL USER JOURNEY + STORY ARC!
  • Time  From  Discovery  à  Through  Latency  à  To  Conversion   Sales  Funnel  via  Persona(s)  and  Marke4ng  Channels   Intro   Contact   Lead   Qualified   Proposal   Contract   Paid   Paid   Organic   Social   Organic   $   Organic   Paid   Social   Social   $   Social   Social   Paid   Organic   Paid   $   Organic   Social   Paid   $   Paid   $   There  are  many  “Story  Arcs”  rela4ve  to  your   Audience  Persona(s)  that  are  part(s)  of  the  User(s)  journey   That  lead  to  a  successful  marke4ng  campaign   Theoretical User Journey + Story Arc! Persona  (s)  
  • TOOLS TO PLATFORMS!
  • Algorithm Change History And Volatility! Tool   URL   MOZ   www.moz.com/google-­‐algorithm-­‐change   www.mozcast.com/   SERPs   www.serps.com/tools/vola4lity   Algoroo   www.algoroo.com/   Barracuda   www.barracuda-­‐digital.co.uk/panguin-­‐tool/  
  • Algorithm Change History And Volatility!
  • SERP Rank Tracking! Tool   URL   Authority  Labs     www.authoritylabs.com         Advanced  Web  Ranking     www.advancedwebranking.com     SERPs.com     www.SERPs.com       Rank  Ranger     www.rankranger.com     SerpScan.com   www.SerpScan.com       Rank  Tracker  (moz)     www.seomoz.org     Linkdex   www.linkdex.com   What  triggers  the  need  for  SERP  Rank  Tracking      Keyword  Research  Exis4ng  Projects  /  New  Projects      Social  listening  Posi4ve  /  Nega4ve  Sen4ment      Tradi4onal  PPC  and  Paid  Social    
  • Technical “Webmaster Tools”! Tool   URL   Google   www.google.com/webmasters/tools/   Bing   www.bing.com/toolbox/webmaster   •  Search  Queries  /  Impressions  /  Clicks  /  CTR  /  Average  Posi4on   •  In  GWT  –  view  data  “With  Change”   While  you're  in  the  Search  Queries  sec4on,  ac4vate  the  "With  Change"  buPon.   This  shifs  the  perspec4ve  and  shows  your  current  sta4s4cs  as  well  as  looking  at   your  change  in  performance  over  4me.   •  Dive  into  individual  keywords  to  discover  top  pages  performing  for  those  terms   •  Gather  Authorship  informa4on   •  Disavow   •  Understand  how  many  pages  are  in  the  Google  index   •  What  is  seen  as  duplicates  or  non-­‐canonicals    
  • Keyword Research “Not Provided ?”! Tool   URL   Keyword  Discovery     www.keyworddiscovery.com     SEMrush     www.semrush.com     AdWords  KW  Planner   www.adwords.google.com/ko/KeywordPlanner/Home   Word  Stream   www.wordstream.com/   Word  Tracker   www.wordtracker.com/   Ubersuggest   www.ubersuggest.org/   KwMap   www.kwmap.net/   •  Learn  to  love  that  “Not  Provided”  is  100%   •  Sample  mul4ple  data  tools  “know  the  sources”   •  Do  NOT  build  KW  groups  that  are  just  head  terms   •  Understand  your  audience  persona  “you  will  hear  this  phrase  a  lot”   à  Keywords  are  no  longer  just  about  your  site   KW:  Lists/Groups:  Brand,  Product,  Industry,  Compe4tor,  Reputa4on,  Discovery,   Conver4ng,  Informa4onal  etc…  (Think  Hummingbird)    
  • Keyword Research “Don’t Forget The Dictionary”! Tool   URL   The  Free  Dic4onary   www.thefreedic4onary.com/   Rhymezone   www.rhymezone.com/   Synonym   www.synonym.com/   Cambridge  Dic4onaries   www.dic4onary.cambridge.org/us/   Meta  Glossary   www.metaglossary.com/   Thesaurus   www.thesaurus.com/   Merriam  Webster   www.merriam-­‐webster.com/   Urban  Dic4onary   www.urbandic4onary.com/   •  Use  suppor4ng  terms  and  phrases   •  Use  terms  specific  to  your  audience  before  they  discover/know  your  brands   •  Make  sure  KW  research  is  part  of  a  content  strategy  that  is  relevant  to  your  users   and  not  just  relevant  to  a  marke4ng/product  speak  strategy  
  • Keyword Research “Don’t Forget Google”!
  • Keyword Research! Google  Sets  (moved  to  Drive/Sheets)   Drive  -­‐-­‐>  Spreadsheet  -­‐-­‐>  enter  terms  in  column   Type  shirt  in  A1   Type  shoe  in  A2   Type  pants  in  A3   Highlight  the  three  cells  and  then  press  Ctrl  (or  Op4on  for  Mac)   Drag  the  selec4on  down  
  • Structured Data! Tool   URL   Google  WMT   hPps://www.google.com/webmasters/tools/ richsnippets   Schema   hPps://schema.org/   Open  Graph   hPp://ogp.me/   Raven  Tools   hPp://schema-­‐creator.org/   KnowEm  Tool   hPp://smo.knowem.com/   Explore  the  connec4on  between   hPp://www.freebase.com/  and   your  structured  data  
  • Page Speed/Performance/Site Monitoring! Tool   URL   Pingdom     www.pingdom.com           Server  Density     www.serverdensity.com       Loggly       www.loggly.com        
  • Competitive Intelligence/Analysis “Market Research”! Tool   URL   SEMrush     www.semrush.com     AdGooroo   www.adgooroo.com     Hitwise   www.experian.com/hitwise/     The  Search  Monitor     www.thesearchmonitor.com     Nielson   www.nielsen.com/us/en/nielsen-­‐solu4ons.html   ComScore  (Media  Matrix)   www.comscore.com/Products/Audience_Analy4cs/ Media_Metrix   Quant  Cast   www.quantcast.com   SpyFu   www.spyfu.com   •  What  are  your  compe44ve  intelligence  objec4ves   •  Map  out  and  agree  to  a  research  method   •  Construct  your  data  collec4on  process/sources   •  RAS  Review  Analyze  Summarize     •  Develop  your  baseline/benchmark    
  • Link Data And Analysis! Tool   URL   Majes4c  SEO     www.majes4cseo.com       Google  Webmaster  Tools     www.google.com/webmasters/tools     Ahrefs   www.ahrefs.com     Open  Site  Explorer     www.opensiteexplorer.org     Screaming  Frog  SEO  Spider     www.screamingfrog.co.uk/seo-­‐spider/     LinkDetox   By  Link  Research  Tools   www.linkdetox.com/   Linkdex   www.linkdex.com/   •  Domain  strength  /  Page  Strength   •  Same  IP  (Coming  From)   •  Linking  Root  Domain  URLs     •  Linking  Distribu4on  across  unique  pages   •  Keyword  usage    
  • Social “Listening Platforms”! Tool   URL   APensity   www.aPensity.com/products/   Converseon   www.converseon.com/miner   Lithium  Technologies   www.lithium.com/products-­‐solu4ons/   Networked  Insights   www.networkedinsights.com/   Radian6   www.salesforcemarke4ngcloud.com/products/social-­‐ media-­‐listening/   SDL   www.sdl.com/   Synthesio   www.synthesio.com/corporate/en   Visible  Technologies   www.visibletechnologies.com/product/visible-­‐ intelligence/   hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-­‐/E-­‐RES90461   •  Listening  pla0orms  support  Marketers’  planning  and  intelligence   •  Social  listening  platorms  help  marketers  plan  their  programs   •  These  tools  aggregate  social  content  and  analyze  social  data  to  uncover  insights   and  drive  intelligent  marke4ng  planning  
  • Social “Reach Platforms”! Tool  “social  adver7sing   vendors”   URL   Kenshoo  Social   www.kenshoo.com/products/kenshoo-­‐social/   Op4m.al   www.bn.co/ads/splash/   salesforce.com  (social.com)     www.salesforcemarke4ngcloud.com/products/social-­‐ media-­‐adver4sing/   hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-­‐/E-­‐RES90461   Tool  “word-­‐of-­‐mouth   pla0orms”   URL   Extole   www.extole.com/   Klout   www.klout.com/s/business   Zuberance   www.zuberance.com/   •  Social  reach  pla0orms  help  marketers  use  social  media  to  find  new  audiences   •  These  tools  help  create  and  spread  content  that  lets  new  customers  discover  a   marketer’s  products  and  services      
  • Social “Depth Platforms”! Tool   URL   Acquia   www.acquia.com/   Bazaarvoice   www.bazaarvoice.com/   Get  Sa4sfac4on   www.getsa4sfac4on.com/corp/   Jive  Sofware   www.jivesofware.com/   Lithium  Technologies   www.lithium.com/   Livefyre   web.livefyre.com/   Mzinga   www.mzinga.com/   Pluck   www.pluck.com/   Telligent  Systems  (now   Zimbra)   www.zimbra.com/   hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-­‐/E-­‐RES90461   •  Social  depth  pla0orms  help  marketers  add  social  tools  to  their  own  sites   •  These  tools  build  social  content  and  experiences  into  marke4ng  sites,  offering  the   depth  that  customers  seek  when  exploring  products  and  services  
  • Social “Relationship Platforms”! Tool   URL   Adobe   hPp://www.adobe.com/solu4ons/social-­‐ marke4ng.html   Hearsay  Social   hPp://hearsaysocial.com/   salesforce.com’s  Buddy   Media   hPp://www.salesforcemarke4ngcloud.com/products/ social-­‐media-­‐publishing/   Shoutlet   hPp://www.shoutlet.com/   Socialware   hPp://www.socialware.com/   Spredfast   hPp://www.spredfast.com/   Sprinklr   hPp://www.sprinklr.com/   Syncapse   hPp://www.syncapse.com/   hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-­‐/E-­‐RES90461   •  Social  rela7onship  pla0orms  help  marketers  leverage  third-­‐party  social  sites   •  These  tools  engage  a  company’s  exis4ng  customers  by  publishing  marke4ng   content  on  sites  such  as  Facebook  and  TwiPer  as  well  as  by  allowing  marketers  to   monitor  and  respond  to  user  posts  on  those  sites      
  • Illustrated It Looks Like This! hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-­‐/E-­‐RES90461  
  • Multi-Channel - A/B Testing - Content Marketing - Outreach! Tool   URL   Convertro   www.convertro.com         MarketShare   www.marketshare.com     Sitespect  A/B     www.sitespect.com   Multi-Channel Attribution A/B Testing! Content Marketing and Outreach! Tool   URL   Rapportaive   www.rappor4ve.com   BuzzStream   www.buzzstream.com   Linkdex   Influencer  /Authorship  /  Networks   www.linkdex.com  
  • SO HOW DOES THIS
 ALL WORK?!
  • Quick Recap:! I work for this company! SEO/Content Marketing Platforms! Tool   URL   Linkdex   www.linkdex.com   Raven   www.raventools.com   Conductor   www.conductor.com   BrightEdge   www.brightedge.com   Search  Metrics   www.searchmetrics.com   Rio   www.covario.com   SEO  Clarity   www.seoclarity.net   So  How  Does  This  All  Work  At  The  Platorm  Level?  
  • SEO/Content Marketing Platforms! Mapped  Page  =  Page  you  expect/want  to  rank  or  the  page  that  already  is  ranking     Tag  examples  =  Brand,  Product,  Nega4ve/Posi4ve  Terms,  Persona  Terms,  Etc  …   Any  word  that  can  be  used  to  group  a  set  a  keywords  together       Start  by  developing  a  baseline  with  rank  checking  
  • SEO/Content Marketing Platforms!
  • SEO/Content Marketing Platforms!
  • SEO/Content Marketing Platforms!
  • SEO/Content Marketing Platforms!
  • SEO/Content Marketing Platforms!
  • Don’t Forget These Too! Tool   URL   BI  Tools   www.origamilogic.com   www.ubervu.com   Customer  Intelligence   www.kissmetrics.com   www.crazyegg.com   Influencer  Discovery     www.traackr.com   www.getliPlebird.com   www.peerindex.com   www.buzzsumo.com   www.keyhole.co   www.kred.com   Content  Performance   www.gshiflabs.com  
  • Christopher Hart! Head of Enterprise, US! ! E-mail: chris.hart@linkdex.com! ! Twitter: @chris_hart! ! LinkdedIn: linkedin.com/in/christopherhart! Contact Info!