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
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
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!
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