SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas
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SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

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From SMX East 2013 - What's in My SEO Toolbox? #SMX #33B - SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

From SMX East 2013 - What's in My SEO Toolbox? #SMX #33B - SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

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  • 1. What’s In My SEO Toolbox?
  • 2. Your job is complex • Up to millions of pages to optimise • Google-bot behaviour • Cause and effect analysis – React to performance changes – Proactively target areas of opportunity • Measure ROI
  • 3. My* toolbox Tools • Backlink analysis: Moz, Opensiteexplorer, majesticSEO • Competitor analysis: Opensitexplorer, • Ranking analysis: GWT as well as platforms • CTR analysis: GWT, SEOClarity • Log storage and data tables: Hadoop and Hive Platforms • SEOClarity: Unified KPI analysis (Rankings, competitor analysis, ad-hoc analysis and hundreads of reports and KPIs) • LinkDex: ad-hoc analysis • In-house (secret sauce) * In my past roles in the travel industry and consulting
  • 4. Too many tools. You need to integrate them in your workflow
  • 5. The Evolution of tools in an enterprise - Or The Crawl, Walk, Run of Enterprise SEO Adoption
  • 6. The Early Days (or, learning to CRAWL) Understanding basic performance • In-depth Rank Checking analysis • Backlink service
  • 7. Ranking graphs seoclarity.net
  • 8. In depth keyword analysis seoclarity.net
  • 9. Share of Voice seoclarity.net
  • 10. The first growth stage - learning to crawl faster - seoMoz, opensite explorer - Integrating link data to rankings - Analytics (conversions, sales, bounce rates)
  • 11. The high growth phase - learning to walk - Build your own tools - Spreadsheets and pivots combining data - Start building a repeatable process - Labor intensive analysis
  • 12. You now track a lot of data, you need a more efficient process to analyse it KPIs and data • Rankings • Transactions • Revenue $ • Share of Voice • Links • Conversion • Bounce rates • Social signals • Search Engine updates • Track Product releases / bugs • Track Competitor product releases • More more more Filters • By page-type • By product • Drill down to single page • Movers and shakers
  • 13. Bringing it all together - Quick Ad-hoc analysis - Alerts - Automate discovery and targeting
  • 14. What you need • Granular data (daily is best!) • All data in one place • An SEO platform that integrates with your data and can power applications and internal ad-hoc reporting
  • 15. The industrial revolution of SEO • If you had access to detailed metrics for every page, keyword and on-site asset on your site + competitor data directly plugged in to your applications what would you do with it?
  • 16. Buy vs Build • In-house can be incredibly powerful • It’s harder than you ever imagined • Buying a platform has limitations but it works fast! • You can still build in parallel
  • 17. You are only as good as your tools!
  • 18. How to pay for the reporting bills?
  • 19. Quickest way to grow SEO is to react fast to problems as they happen • Site problems cause incremental loss of revenue • Reporting alerts = fast ROI
  • 20. Think big. Not many do