What Is In Trulia's SEO Toolbox

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Smx West 2014 Session #Smx #32C - What’S In My Seo Toolbox? Presentation What Is In Trulia'S Seo Toolbox By Mark Munroe @Markmunroe Of Trulia

Smx West 2014 Session #Smx #32C - What’S In My Seo Toolbox? Presentation What Is In Trulia'S Seo Toolbox By Mark Munroe @Markmunroe Of Trulia

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  • 1. What’s in My SEO Toolbox Mark Munroe Director SEO, Trulia mmunroe@trulia.com @markemunroe blog: www.seoradar.com 3/13/2014 #SMX
  • 2. SEO: My Biggest problems
  • 3. Great set of tools out there … • Let’s dive into a few and try and squeeze out some additional value
  • 4. Some specific questions?  How is my site doing from a reputation perspective?  How is it doing vs. competitors?  How about my appearance in the SRP?  Rankings?  Impressions?  Where is my grow going to come from?  What is my competitor doing?  How can I find new content initiatives?  Am I providing a good search user experience?  Minimizing bounce back to Google?
  • 5. OpenSiteExplorer Who Uses Moz OpenSiteExplorer?
  • 6. Why do we use it? Getting stronger? Or weaker?
  • 7. Monitoring link count over time  I know Moz link data is not exhaustive. What I want to see is trends over time. I pay particular attention to:  Unique linking root domains  Unique Linking ‘C’ blocks  Total links (a bit on the fence on this one since run of site can muck things up).  So lets take a look at a sample domain (fictionalized numbers): August July June DA 77 77 77 Followed Linking Domains 2319 2430 2300 Linking 'C" Blocks 1378 1456 1234 Total Links 10,094,034 11,756,444 10,123,423
  • 8. 2 problems with self-gazing 1. Moz crawl and numbers can fluctuate over time, they might have had a lighter crawl in August. 1. It doesn’t tell me how I am doing vs. my competitive set. If I expand my analysis to make it comparative, I solve both those problems.
  • 9. Step 1: Accumulate the competitive data Site A August July June DA 77 77 77 Followed Linking Domains 2319 2430 2300 Linking 'C' Blocks 1378 1456 1234 Total Links 10,094,034 11,756,444 10,123,423 Site B August July June DA 72 73 73 Followed Linking Domains 1483 1623 1508 Linking 'C' Blocks 998 1114 1001 Total Links 8,034,134 8,756,444 8,951,123 • Moz counts went down for both sites in August. • Next, I compare the ratio or metrics vs. the competitor and look at that trend. • Finally, I complete this analysis for additional sites.
  • 10. Step 2: Compare over time Site A vs Site B Aug Diff July Diff June Diff Followed Linking Domains 0.36050022 0.35849802 34.43% Linking C Blocks 0.27576197 0.23489011 18.88% Total Links 0.20407104 0.2551792 11.58% • For both Domains and ‘C’ Blocks my percentage advantage over my competitor has grown. • In total links, my advantage has dropped, but I am not as concerned with that metric because run-of-site links can cause a lot of variations.
  • 11. Growing Traffic Get a bigger piece of the pie! But what else? How about trying some new pie? New Content Strategies!
  • 12. Example Case  Let’s assume I am working on at travel site that is focused completely on flights and flight related keywords.  After a strong growth period, traffic growth has slowed.  We are well indexed, rank well and have good on-page optimization.  For additional growth, I am investigating new areas of content.  Hotel  Car rental  Use generated/community, blogs
  • 13. Analyze competitor content strategies  Typically, is not that difficult to analyze competitor content strategies as specific content type is usually aggregated under a folder or follows a pattern: www.yetanothertravelsite.com/car_rentals/blah_blah  In this case, if I have an airline focused site, I can analyze a competitor to get an idea how successful they are with other content strategies.  SEMRush is my good friend! :)
  • 14. Deep dive into competitor content strategies  What’s working for THEM ?  Specifically long-tail content strategies? Keywords Folder structure
  • 15. Export the organic data  The more data the better for accuracy. You might want to expand your SEM Rush account for more results when you do this type of analysis.  Export the organic data report into Excel.
  • 16. SEMRush Export  Examining the URLs reveals the patterns by content type
  • 17. Analyze URL structure  For instance, in my competitive site I determine  All car rental content contains ‘car-rental’ in the URL  All hotel content contains ‘hotels’ in the URL  All community content contains ‘forum’  All airline content contains ‘flight’ in the URL.  Create Excel filters and voila:
  • 18. Content Analysis of Travel Site – top 10,000 keywords  Hotels and Car Rental look promising  More search volume in hotels but far more competitive (based on average rank)  For this site, community is not working  Complete this for a couple of more site and you have great data to feed into a potential new content initiative.
  • 19. Webmaster Tools  Good keyword data which you can use to create a good weekly dashboard.  Use Top Queries and Top Pages report to monitor how the site is doing.  Change the default date range to weekly (or whatever period you report on).
  • 20. Webmaster Tools Scorecard  Export Data to Excel  Calculate winner + Losers week over week
  • 21. Clickthrough Data  WMT also provides click-through data  Recent changes give more detailed numbers  At an aggregate level, not overly meaningful, since CTR changes via rank.  So, I calculate CTR by specific position (filtering out brand terms)  I do this at both keyword and top page level  Measure impact of meta-descriptions, title changes on CTR  Measure impact of brand Position CTR 1 49% 2 33% 3 15% 4 9.80% Keyword Clcktrhough Rates by Keyword
  • 22. CTR Tip • You should own your branded search terms and all variations. • If you are seeing low CTRs on branded terms, somebody is buying/stealing your clicks (or you have serious SEO problems).
  • 23. Are you satisfying your search visitors?  Certainly, this is Google & Bings objective (remember the Panda questions Google asked users).  The best way to answer that question is to ask your users!  I have used Qualaroo, Qualtrics and SurveyMonkey
  • 24. Implementing Surveys  Qualaroo/Qualtrics – really easy to get results  Search only filters  1 tag for the entire site – surveys based on URL filters  Multiple options for popping up surveys  Configure percentages to receive the survey  Configure how the surveys shows up  Great for very short surveys  Survey specifics:  Pops up after 10 seconds  “Do you think this site has the information you were looking for?  Follow with questions specific to the page with the survey.  Use the responses to improve pages, fill in gaps. 24
  • 25. Summary  There are a lot of great SEO tools out there.  Drilling into the data and associating them with the problems you are trying to solve can produce creative solutions!
  • 26. Thank You! Mark Munroe Director SEO, Trulia mmunroe@trulia.com @markemunroe blog: www.seoradar.com 3/12/2014