Tools of the Trade: SEO Edition

TOOLS OF THE TRADE: SEO EDITIONTaylor PrattVP of Product Marketing@RavenPratt

SLIDES AVAILABLE AT:SLIDESHARE.NET/RAVENTOOLS

Reporting Tracking/Analysis Campaign ResearchTHE SEO TOOLS PYRAMID

Reporting Tools Analytics Conversion Tools Tools PPC Social Media Link Building Tools Tools ToolsContent Keyword Research Site Structure Competitor Analysis Tools Tools Tools ToolsTHE SEO TOOLS PYRAMID

WTFTaylor?! Reporting Tools Analytics Conversion Tools Tools PPC Social Media Link Building Tools Tools ToolsContent Keyword Research Site Structure Competitor Analysis Tools Tools Tools ToolsTHE SEO TOOLS PYRAMID

SEOSocial $$PPC

CONTENT & KEYWORDTOOLS

WHAT TO LOOK FOR• Keyword Tools • Content Tools • Data sources • Content creation? • Easy list building • Anchor text checker • Tagging • Duplicate content checker • Insights • Content reading level

KEYWORD DATA SOURCESCheck multiple data sets as they pull from different sources

KEYWORD INSIGHTSMeasuring strength of competition and likelihood to convert.

FINDING KEYWORD INSIGHTS• Look at both organic and paid keyword referrals• Sort by engagement metrics (bounce rate, conversions, pages/ visit, time on site)• Which keywords show users highly engaged? Are you targeting them yet?

Percentage of U.S. Clicks by Number of Keywords Subject September ’10 October ’11 Change One word 23.23% 27.23% +4% Two words 24.02% 23.85% -0.17%Three words 19.97% 19.12% -0.85% Four words 13.61% 12.83% -0.78% Five words 8.23% 7.47% -0.76% Six words 4.51% 4.03% -0.48%Seven words 2.58% 2.21% -0.37%Eight+ words 3.85% 3.26% -0.59%KEYWORD LENGTH IS DROPPING Source: Hitwise

CONTENT CREATION Good content is worth paying for.

CONTENT / ANCHOR TEXT ANALYSIS Site crawlers are great for analyzing anchor text

SITE STRUCTURETOOLS

WE’VE ALL GOTTEN SLOPPY

REMEMBER THESE TWO THINGS:1. Living Standard HTML & Semantic Elements2. Structured Data (speciﬁcally, microdata)

Semantic CSS No<div class="yellow curved"> <p>Help...</p></div> Yes<div class="helpbox"> <p>Help...</p></div>

Living Standard HTML

Semantic Elementshttp://raven.im/obswfn nav, header, footer,section, article and aside

http://html5boilerplate.com

schema.orgMicrodata schemas for people, products, events,organizations, movies, books, reviews and much more

http://schema-creator.org

COMPETITOR ANALYSISTOOLS

raventools.com/competitive-seo-analysis/A method and a checklist for a complete competitive analysis in four easy steps.

But, if I could give you a few quick tips/ideas...

QUICKLY ANALYZE THEIR ON-SITE SEO STRATEGY Recommended tool: Screaming Frog

ANALYZE BACKLINK PROFILE Recommended Tools: MajesticSEO, OSE & Raven

When it comes to competitor monitoring you’ll need to turn to your social media tools...

SOCIAL MEDIATOOLS

MONITORING IS YOUR FRIEND• Track keyword and competitor brand searches for link opportunities• Discover easy-to-setup links from your own brand mentions (that didn’t include a link)• Discover evangelists to help endorse your product/service• Find new communities to participate in• Find great content/link bait ideas

$150/mo $775/mo $99/moBased on Usage Free Based on Usage THE MAJOR PLAYERS

EVENT TRACKING IN GA Your secret social media weapon!

PPC TOOLS

GOOGLE ADWORDS• Use to check keyword volume estimates• Use to assess keyword quality (will people convert?)• Use to discover new keyword ideas

LINK BUILDINGTOOLS

THE USUAL SUSPECTS

LINK RESEARCH TOOLS• Drop My Link - http://dropmylink.com/ • Helps you create search queries to ﬁnd links• Ontolo - http://ontolo.com/link-building-tools • Variety of management and research tools• LotusJump - http://www.lotusjump.com/ • Link research software

NON-TRADITIONAL TOOLS• HARO • Respond to journalist requests• Quora • Find journalists who list titles in their proﬁles• Topsy • Find conversations about a speciﬁc link• Sponsor conferences, contests and associations

ANALYTICSTOOLS

http://gaconﬁg.com

The problem with most marketers when it comes to analytics....

They aren’t being creative enough

The key to successful SEO measurement is asking questions!

A few tips for maximizing analytics value...

ANALYTICS TIPS• Categorize your goals• Example goal categories: • General (conversion rate) • Transactional (cost per transaction) • Visibility (rankings) • Region-speciﬁc (conversions in Minnesota)

CONVERSIONTOOLS

USABILITY HUB THECLICKTEST.COM• $20/mo & up• Access to: • FiveSecondTest • NavFlow • ClickTest• Public or private tests

FEEDBACK ARMY FEEDBACKARMY.COM• $20/test• Ask questions to users• Get 10 responses•8 Days to get feedback

VISUAL WEBSITE OPTIMIZER VISUALWEBSITEOPTIMIZER.COM• $49/mo and up• Easily modify your pages• A/B & split tests• Google Analytics integration• Real-time, multiple conversion reports

4Q SURVEY 4Q.IPERCEPTIONS.COM• $19/mo and up• Online survey tool• Asks visitors to rate experience• Google Analytics integration

THANK YOU! @RavenPrattslideshare.net/raventools

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Tools of the Trade: SEO Edition

by Raven Internet Marketing Tools on Jan 26, 2012

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Tools of the Trade: SEO Edition — Presentation Transcript