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SES London 2012 - SEO Tools of the trade
 

SES London 2012 - SEO Tools of the trade

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My presentation from SES London 2012

My presentation from SES London 2012

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    SES London 2012 - SEO Tools of the trade SES London 2012 - SEO Tools of the trade Presentation Transcript

    • London | 20–24 Feb, 2012 | #seslondon Just Search / Getupdated• Description. The leading search marketing conference in Europe and continues to get bigger and better year-on-year. Bringing together the industrys brightest minds and most seasoned practitioners.• Learn how to optimise your web site for the most efficient crawling and indexing. Use keyword analysis to discover top converting words and phrases for optimum conversion.• Make link building for super ranking at the major search engines second nature. Tackle local, mobile, video, analytics and social media like a marketing Ninja.• In fact, become your own leading search marketing expert. @theukseo
    • London | 20–24 Feb, 2012 | #seslondon SEO Tools of the TradeSolve• Help me solve a problemData• Help me find information I don’t knowEfficiency• Help me do my Job @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve Data Efficiency“A Good SEO never blames his tools” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonSolve Data Efficiency14 Tools in @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve “My Site is multi-lingual / Operates in Different markets”1. See what Google looks like for other countries2. Quickly view where a website is hosted and age3. Use Google webmaster tool to give the correct Geo-location @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve“My Site is multi-lingual / Operate in Different markets” 4. Use Majestic SEO and export links by Country code Majestic SEO | links by Country US UK DE (blank) CA JP IE BR SE CZ @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve “My Site dropped rankings and traffic?”5. Copyscape can be used to identify other siteswith your content6. Use Google webmaster tool to check crawl errors404 issues / Malware.7. Firebug is an essential tool for quickly reviewing codeLook for hidden text issue with the code. @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve “My Site dropped rankings and traffic?”8. Google Page speed allows you to quickly identify issues9. Monitor uptime of your website toensure there isn’t a server issue.10. Xenu is a tool which allows you to spider yourwebsite @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve “My Site dropped rankings and traffic?”11. Download Data from Open site explorer and segment anchor text Anchor Text variations 16 14 12 Anchor Text Variations 10 Brand Keyword 8 Misc 6 Spam 4 2 0 @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Solve “My Site has a low conversion rate!”12. Find your sales objections and testthem.13. Test your suggestions with users14. Split test your designs with Googlewebsite optimizer @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data Basics covered!lets have some fun with Data  @theukseo
    • London | 20–24 Feb, 2012 | #seslondonData “I need Data for Keyword Research” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonData “Find alternate uses for tools” @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Organic CTR”• 100 Websites• 2710 keywords @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Forecast Results”1. Take Adwords Exact Search Volume2. Add 8% - (For Other Search Engines)3. Add 30% for Keyword Variations4. Multiply by 65% - For Click to Organic and not Paid5. Multiply by 5% - Average CTR for 1st Page= VISITS +/- 10% @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Competitor Analysis – Links”Collect • Download links from Majestic SEO or OSE Data Create • Compare website Pivot Table link profiles quickly. • Quickly Compare Visualise your site against the competition @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Competitor Analysis – Links” 12000 9 10000 8 8000 7No. of Links 6 6000 5 4000 4 3 2000 2 0 1 Website @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Competitor Analysis – Social”Collect • Download CSV of search queries from Data Social Mention Categorise • A Quick VLOOPUP can let you easily Data categorise data. Create • Quickly Compare your site against the competition Pivot Table Visualise @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Data “Competitor Analysis – Social Media” Social Mediums Top influencers smile_hi Micromedia kennethkin58 Social Networks nordic_metalhead Social Mediums Images polymath22Social Mediums kkambara Multimedia SchoolofRockDirector Video jemsweb Social bookmarking theaquariusview Unknown News 0 5 10 15 20 25 30 35 0 50 100 150 200 250 300 No. of Mentions No. of Mentions @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Efficiency Save TimeSave Resource More MoneyEnhance Work @theukseo
    • London | 20–24 Feb, 2012 | #seslondonEfficiency “I need to pull all the data above together” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonEfficiency “Pages Indexed” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonEfficiency “Ranking Overview” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonEfficiency “Potential” @theukseo
    • London | 20–24 Feb, 2012 | #seslondon Efficiency “Reporting”Pay-Per-Click Jan-12Clicks 7,169Total Google Adwords spend £3,162Conversion rate 6%Cost per conversion £6.32Total conversions 500SEO - organic search Jan-12Total non-brand search visits 4,717Non-brand keywords 2,657SEO spend £1,500SEO conversion rate 5%SEO cost per conversion £4.93SEO goal conversions 304 @theukseo
    • London | 20–24 Feb, 2012 | #seslondonSolveEfficiency“Third Party tools are designed by Third Parties”• They have resource• Man power• Data“However they can never truly meet all yourneeds and that you will have to fit aroundthem and not the other way around” @theukseo
    • London | 20–24 Feb, 2012 | #seslondonSolveEfficiency “Build your own!” You can find an API for most software! @theukseo
    • London | 20–24 Feb, 2012 | #seslondon SEO Tools of the Trade: Takeaways1. Solve Problems – Tools to quickly Analyse, SERP’s for Multi Lingual use or Ranking drops.2. Data – Quickly Segment Data from Majestic SEO or Social Mention and learn how to forecast3. Efficiency – Tools such as Analytics SEO can help take away hours of work reporting and recording dat. – But you should always think about building your own! @theukseo