Seo Tools You Can Use Today

My Favorite SEO Tools – 2009 edition Wil Reynolds, Associate, SEER Interactive

Tools for SEO
New tools
&
Oldies but goodies – revisited
Twitter: @wilreynolds (one l)

Lesson Learned from a Hangover

It all started with a hangover

Client use of dog breeds by gender to jumpstart print campaign testing

One of the most overlooked metrics SEOs should start evaluating TODAY

Bounce Rates & SEO
How do you know when your rankings stop driving increases in leads / sales for your business?
“ my rankings are the same but my business from search is down?”

Bounce Rate Impact on SEO Case Study
+
Impact Analysis

Bounce Rates - Case Study
We evaluate bounce rates daily for each keyword (daily=catch problems quick)
Caught a page 1 keyword with a sometimes 80% bounce rate for a client
Homepage ranked for product search instead of product page

Bounce Rates - Options
1 – Target a new page (risk = losing ranking)
or
2 – Dynamically change products on homepage based on high bouncing keywords (risk = over aggressiveness)
Showed first 3 products to match this high bouncing word group…result

Bounce Rates - Results
Ranking is still on page 1
Bounce rate for this product was cut by over 20%
Sales for his product increased 2x%
And we didn’t improve their ranking

Bounce Rates – Your takeaways
1 – If you are analyzing SEO by where you rank you would never have caught this issue - analyze SEO by more than just rankings to maximize SEO efforts
2 – Trend out your bounce rates for top keyword buckets & trend conversion metrics too - impact of rank and bounce rates on conversions
3 – Take action!
4 – HINT: Scale this with GA API or your analytics providers API

MSN Commercial Intent
http://adlab.microsoft.com/Online-Commercial-Intention/

Why you should care:
Affiliates need to know research vs. commercial queries
Marketers need to know what kind of message to put in front of someone

The plural is much more likely to be commercial according to our snowboards vs. snowboard test.
This is true for some of our e-commerce clients

Look for queries highly skewed to one or the other (commercial vs non) – look for high degrees of confidence
Test against your own data set on keywords that are currently ranking well before taking this tool at face value
If accurate place more value in the tool

Affiliates need to be taking advantage of hot keywords

Hot Keywords
MAJOR competitive advantage
Big companies move slow
Their inability to act for mid / long tail / hot keywords =
opportunity for you

Rising Searches – Google Insights

Hot Keywords
Product getting hot?
How do you rank for it?
Tip: Move it up one level in the hierarchy – possibly link from homepage in a hot product section.

Hot Keywords

Hot Keywords
Takeaway from pricegrabber.com?
Top 200 products are always at most 2 clicks from the homepage

Hot Keywords
By the time your big competitors get wind of a trend, and get approval, you’ll be on to the next opportunity.
Be NIBLE!

Suit = Slow = Opportunity for you! =

Competing with Large Brands
Google’s algorithm seems to be favoring large brands more and more, you’ve got to find ways to compete, this is one of the ways.
Blogstorm.co.uk

Hot Keywords
http://www.blogstorm.co.uk/how-user-data-links-document-scoring-may-be-used-in-the-brand-algorithm/

Linkbuilding
Linkbuilding is about exposure to stimuli
You can’t have all the ideas
You need a Spark
Put yourself in a position to have great ideas

Linkbuilding is about exposure

My linkbuilding sparks
userscripts.org/scripts/show/43451

userscripts.org/scripts/show/43451
Google Trends
http://www.google.com/trends/hottrends

Google Trends
google.com/trends/hottrends

How do you measure up?
Graphical representation of where you are weak SEOMOZ labs

How do you measure up?

How do you measure up? http://www.seomoz.org/labs/

Rising Keywords in your backyard
How do you find keywords / sites that are significantly creeping up in traffic over the last 7 days?

Enhanced Google Analytics
http://www.juiceanalytics.com/writing/keyword-trends-google-analytics-greasemonkey/

Rising keywords that start driving traffic will sometimes be dwarfed by higher traffic terms depending on the report length = no visibility in GA.

Google Analytics for Greasemonkey
This tool will help you…
Find rising keywords
Find rising referral sites
Understand the correlation between ranking movement and traffic movement

How to use tools for SEO
Linkbuilding Tools

Hubfinder
This tool will help you…
Find which competitors / sites in the top 10 are linked from the same sources
Find someone linking to 3 of your competitors and not you who’s also ranking well for your target keyword

Hubfinder
Paid Version:
http://training.seobook.com/hubfinder
URLs for mirror:
www.cyclelicio.us/hubfinder/

Opportunity Found w/ Hubfinder

Opportunity Found w/ Hubfinder
How does gottickets.com have a wikipedia link?
(Hint, I think wikipedia links help)

Hubfinder vs. Linkdomain search
Search for sites linking to several competitors but not you (Yahoo only):
Voip phone linkdomain:competitor1.com linkdomain:competitor2.com linkdomain:competitor3.com
-linkdomain:yoursite.com

Hubfinder is showing sites that are ranking for your target keyword.
Linkdomain search doesn’t have that added quality check, so expect to use a tool like SEO Quake or SEO Toolbar for firefox to export your linkdomain searches into excel.

Linkbuilding is Delicious
Linkbuilding Delicious & Twitter
Who was at my session in Vegas?
It is the KEY to quality linkbuilding, vids are on youtube.com still.

Keyword Battles?

Keyword Battles?
Fighting Internally on what keywords to use?

Seed Keywords

Structuring a KW test
Warning , be very very non-descript in your test.
Don’t ask someone what word they’d type in to find an ink cartridge

Keyword Battles?
Try something like
What would you type in after your printer tells you its out of ink?
-or-
What would you type in to find a computer you could take with you when traveling

New things to keep an eye out for
How do retailers get chosen?

New things to keep an eye out for
How will these tests impact CTRs on Commerce Queries in natural SERPS?

Compete.com
Again, verify against your own data before
making changes to your strategy
Ask your friends to do the same.
These tools can be WAY off sometimes

Lazy Bloggers Keyword Research
Bring your keyword research tool right into your blog platform

Why Can’t We Be Friends? http://www.twitter.com/wilreynolds http://www.youtube.com/wilreynolds http://www.delicious.com/wilreynolds http://www.thinkseer.com/blog

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Seo Tools You Can Use Today

by Affiliate Summit on Aug 13, 2009

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Seo Tools You Can Use Today — Presentation Transcript