How to evaluate a website for search &
social
Intro
@venndigital
@nwheldrake
Search & Social Recap
Search - SEM
Organic – SEO, Content Marketing
Paid – PPC, Display
Social – SMO, SMM
Insight & Research
Understand the website/client
• Industry/sector
• Products/services
• Audience/demographic
• Focus/goal...
Benchmarking
Understand your current performance in order to identify
areas for growth and opportunity.
In order to unders...
SEO - Benchmarking
Historic Data – Year on Year
SEO - Benchmarking
Algorithms & Penalties
Data taken from semrush
Example used is Interflora
SEO - Benchmarking
Algorithms
• Penguin
Identify using backlink profiles.
• Hummingbird
Semantic search – giving the user ...
SEO - Benchmarking
Site Audit
• H1’s
• Meta descriptions
• Duplicate content
• Site speed
• Schema mark up
• Sitemap.xml
•...
Paid - Benchmarking
Current Account Audit
• Current costs vs ROI
• Performance Metrics & Data
• Structural setup
• Keyword...
Social - Benchmarking
Current Coverage Analysis
• Profiles/ownership
• Channels
• Followers/Fans/Likes ect…
• Average enga...
Competitors
Understanding and benchmarking against competitors
will allow you to better target new site visitors and map
o...
SEO - Competitors
Basic - Identify keywords and check rankings in comparison.
Intermediate – Use tools like sem rush
Advan...
Paid - Competitors
Identify via searching for head terms and long tail keywords.
Social - Competitors
Conversion Rates
On-page/Landing pages
Conversion paths
Competitor comparison
Call to actions
Usability/Experience
Conversion Rates
https://mixpanel.com/
Strategy
Identify goals and objectives for each channel, feed competitor research
into strategy, when using multiple chann...
Opportunities
Identify areas of growth…
SEO
Technical – bad technical is unlikely to rank
Content – bad content is unlikel...
Opportunities
Identify areas of growth…
PPC
Structural – relevance provides higher conversion rates
Quality scores – lower...
Opportunities
Identify areas of growth…
Social
Audience profiling – identify influencers and engage
Engagement – ongoing a...
Summary
1.Research
2.Benchmark
3.Competitor
4.Conversion Rate
5.Strategy
6.Opportunities
Useful Tools
Webmaster tools
Semrush
Searchmetrics
Google Analytics
Google Adwords
(keyword planner tool)
Google Trends
Ho...
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Evaluating a website for Search & Social.

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The presentation was given as a lecture to the Search & Social Media MBA at Salford University - it is a guide to evaluating a website in terms of its search performance (SEO & PPC) and social performance.

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  • Tools Lots of paid ones, free tools give you a snippet, webmaster tools give you a lot of links so can be comprehensive, professional tools show you a clear picture
    Pages/content resources – what do you have on site, why would they index a page with light content, high bounce rates, over something that people read…
    Wikipedia example – answers the questions
  • Tools Lots of paid ones, free tools give you a snippet, webmaster tools give you a lot of links so can be comprehensive, professional tools show you a clear picture
    Pages/content resources – what do you have on site, why would they index a page with light content, high bounce rates, over something that people read…
    Wikipedia example – answers the questions
  • A website has linked to all your competitors but not you? Why?
    How are they running their campaign, can you see they are targeting certain sectors or landing pages?
  • What activity is taking place..? Compare engagement…
  • Evaluating a website for Search & Social.

    1. 1. How to evaluate a website for search & social
    2. 2. Intro @venndigital @nwheldrake
    3. 3. Search & Social Recap Search - SEM Organic – SEO, Content Marketing Paid – PPC, Display Social – SMO, SMM
    4. 4. Insight & Research Understand the website/client • Industry/sector • Products/services • Audience/demographic • Focus/goals • Competitors This will start to build a picture of keywords and coverage needed…
    5. 5. Benchmarking Understand your current performance in order to identify areas for growth and opportunity. In order to understand where a site sits currently you must benchmark them within their industry and via each channel.
    6. 6. SEO - Benchmarking Historic Data – Year on Year
    7. 7. SEO - Benchmarking Algorithms & Penalties Data taken from semrush Example used is Interflora
    8. 8. SEO - Benchmarking Algorithms • Penguin Identify using backlink profiles. • Hummingbird Semantic search – giving the user good content • Panda Quality of content, variety, duplications
    9. 9. SEO - Benchmarking Site Audit • H1’s • Meta descriptions • Duplicate content • Site speed • Schema mark up • Sitemap.xml • Robots.txt Important signals to Google to help it read your site.
    10. 10. Paid - Benchmarking Current Account Audit • Current costs vs ROI • Performance Metrics & Data • Structural setup • Keyword analysis • Ad copy quality • Settings • Additional features
    11. 11. Social - Benchmarking Current Coverage Analysis • Profiles/ownership • Channels • Followers/Fans/Likes ect… • Average engagement/reach • Referrals back to site
    12. 12. Competitors Understanding and benchmarking against competitors will allow you to better target new site visitors and map out a path to get better site performance.
    13. 13. SEO - Competitors Basic - Identify keywords and check rankings in comparison. Intermediate – Use tools like sem rush Advanced – Compare backlink profiles
    14. 14. Paid - Competitors Identify via searching for head terms and long tail keywords.
    15. 15. Social - Competitors
    16. 16. Conversion Rates On-page/Landing pages Conversion paths Competitor comparison Call to actions Usability/Experience
    17. 17. Conversion Rates https://mixpanel.com/
    18. 18. Strategy Identify goals and objectives for each channel, feed competitor research into strategy, when using multiple channels integrate your strategy. SEO Objective: More traffic Paid Objective: More sales Social Objective: Brand engagement
    19. 19. Opportunities Identify areas of growth… SEO Technical – bad technical is unlikely to rank Content – bad content is unlikely to rank Outreach - needed to strengthen and build (backlinks, social signals)
    20. 20. Opportunities Identify areas of growth… PPC Structural – relevance provides higher conversion rates Quality scores – lower cost per clicks Conversions – Optimising performance Coverage – New opportunities for testing
    21. 21. Opportunities Identify areas of growth… Social Audience profiling – identify influencers and engage Engagement – ongoing activity Innovation – creative campaign ideas Strategy – focus on how your personas/brand in developing.
    22. 22. Summary 1.Research 2.Benchmark 3.Competitor 4.Conversion Rate 5.Strategy 6.Opportunities
    23. 23. Useful Tools Webmaster tools Semrush Searchmetrics Google Analytics Google Adwords (keyword planner tool) Google Trends Hootsuite/Buffer Sharetally.co Followerwonk Excel

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