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4 SEO Tool Tips from Uncommon Goods by Zack Notes
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4 SEO Tool Tips from Uncommon Goods by Zack Notes

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From SMX East 2013 - What's In My SEO Toolbox? - 4 SEO tool tips & ideas used at Uncommongoods.com by Zachary Notes #SMX #33B @ZackNotes

From SMX East 2013 - What's In My SEO Toolbox? - 4 SEO tool tips & ideas used at Uncommongoods.com by Zachary Notes #SMX #33B @ZackNotes

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  • I'd love to add on to this if its okay. First always, always use easy to rank for keywords such as long tail keywords. What this means is that do not use the word watches instead try to rank for silicone quartz watches as you can get ranked a lot easier. Second, make sure your site has great content that is very original. And third, have a video that explains what your site does. This will minimize confusion and help you retain a lot more visitors. You don't really want to use places like Odesk for this as the people usually rip you off especially if you don't know what you're doing. A great place to get a cheap animation video made is platinummetrics.com
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  • 1. Zack Notes Senior Analyst at UncommonGoods @zacknotes zack@uncommongoods.com
  • 2. UncommonGoods Independent B Corp out of Sunset Park in Brooklyn NY
  • 3. UncommonGoods
  • 4. SEO Tools (and more importantly, application)
  • 5. If Google made a big algorithm change tomorrow, what would you do?
  • 6. What if you saw some of your keywords dropping?
  • 7. How would you see the big picture?
  • 8. I use the Moz full ranking report to get the big picture on keyword movement
  • 9. • You have to finesse this data a bit
  • 10. Delete all columns except these
  • 11. Select all 3 columns and run a pivot table
  • 12. Drag and drop fields per chart above. Change Google from count to sum via value field settings
  • 13. Highlight everything, copy and paste values only to a new sheet
  • 14. What happened to my dates ?
  • 15. Reformat the dates as short date
  • 16. Ctrl-H to Find & Replace all zeros with 50 * zeros indicate this kw is not in top 50 * blank spaces indicate you were not tracking that kw yet
  • 17. • Delete the grand total at the bottom row and far right column • Create a bottom row with the average of rankings for all keywords above
  • 18. Chart date row vs average row
  • 19. NS Traffic is a vanity metric. It tells us next to nothing.
  • 20. How do you keep track of links you’ve acquired?
  • 21. BuzzStream is a CMS for link builders
  • 22. You can filter by tags, linking status, date added etc.. Contact Lists
  • 23. Contact Details Dig deeper to get • Link details – acquisition method, anchor text, date found, etc.. • Contact details – name, email address, social accounts, etc.. • SEO stats – page Rank, moz domain authority, inbound link counts • Communication log – stores emails
  • 24. You give Buzzstream Google search terms and they import domain, stats, contact info into a temp contact list Prospecting Automation
  • 25. Are you missing keywords you should be ranking for?
  • 26. We have over 2,500 products…
  • 27. Our Navigation attempts to list all categories, but there is limited space.
  • 28. We realized that we had collections of products that our Navigation was missing.
  • 29. We realized that we had collections of products that our Navigation was missing
  • 30. Without a landing page, we were missing out on search traffic
  • 31. So we automated a system for creating landing pages
  • 32. Our tech dept automated creation of these through an admin interface. They are indexed via the XML sitemap
  • 33. We turned this search results page…
  • 34. Into a static landing page
  • 35. And now we have a ranking page
  • 36. Isn’t this a presentation about SEO tools?
  • 37. Here is the tool we used to discover more opportunities like this..
  • 38. Note the phrase controls
  • 39. I used SQL to export a list of all of our title tags, and then fed them into ToCloud
  • 40. ToCloud allowed us to mine our title tags for search terms.
  • 41. • We have created 250 of these pages. • 70 have converted • Revenue lift = 6% Results
  • 42. How do you know when to schedule your link building (and other marketing) efforts ?
  • 43. Sometimes it’s obvious…
  • 44. Sometimes it’s not.
  • 45. Some terms have fairly clear peaks
  • 46. Others have more distributed curves
  • 47. And others are just plain confusing
  • 48. To analyze this, export the data
  • 49. You get weekly, normalized data (unlike keyword tool)
  • 50. Create a column to count off weeks and a column for each year you wish to include
  • 51. Pasted yearly data from column 2 into the year columns
  • 52. Create a column to average the yearly data
  • 53. Apply conditional formatting
  • 54. You can see that there is a traffic peak in August
  • 55. Create a new column and re-normalize to 5
  • 56. Copy and transpose the values with paste special
  • 57. Now you have a calendar showing traffic peaks for “Home Décor”
  • 58. Add all of your keywords and you get a great calendar tool to visualize your Keyword traffic • Since it’s normalized, you can’t compare rows (5 in one row is not necessarily representative of more traffic than 4 in a another row). • It’s basically aggregates and stores a crapload of Google Trends data in one chart and makes planning easier. • These values are different (1-5) because this is from a slightly more advanced calendar I built using Python ( Moz blog post below) http://moz.com/ugc/how-to-forecast-seasonal-keyword-traffic-with-google-insights-python-scripts
  • 59. Zack Notes Senior Analyst at UncommonGoods @zacknotes zack@uncommongoods.com

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