ZACK NOTES - SEO TOOLS - SMX EAST - NYC - 2013 -

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ZACK NOTES - SEO TOOLS - SMX EAST - NYC - 2013 -

  1. 1. Zack Notes Senior Analyst at UncommonGoods @zacknotes zack@uncommongoods.com
  2. 2. UncommonGoods Independent B Corp out of Sunset Park in Brooklyn NY
  3. 3. UncommonGoods
  4. 4. SEO Tools (and more importantly, application)
  5. 5. If Google made a big algorithm change tomorrow, what would you do?
  6. 6. What if you saw some of your keywords dropping?
  7. 7. How would you see the big picture?
  8. 8. I use the Moz full ranking report to get the big picture on keyword movement
  9. 9. • You have to finesse this data a bit
  10. 10. Delete all columns except these
  11. 11. Select all 3 columns and run a pivot table
  12. 12. Drag and drop fields per chart above. Change Google from count to sum via value field settings
  13. 13. Highlight everything, copy and paste values only to a new sheet
  14. 14. What happened to my dates ?
  15. 15. Reformat the dates as short date
  16. 16. Ctrl-H to Find & Replace all zeros with 50 * zeros indicate this kw is not in top 50 * blank spaces indicate you were not tracking that kw yet
  17. 17. • Delete the grand total at the bottom row and far right column • Create a bottom row with the average of rankings for all keywords above
  18. 18. Chart date row vs average row
  19. 19. NS Traffic is a vanity metric. It tells us next to nothing.
  20. 20. How do you keep track of links you’ve acquired?
  21. 21. BuzzStream is a CMS for link builders
  22. 22. You can filter by tags, linking status, date added etc.. Contact Lists
  23. 23. Contact Details Dig deeper to get • Link details – acquisition method, anchor text, date found, etc.. • Contact details – name, email address, social accounts, etc.. • SEO stats – page Rank, moz domain authority, inbound link counts • Communication log – stores emails
  24. 24. You give Buzzstream Google search terms and they import domain, stats, contact info into a temp contact list Prospecting Automation
  25. 25. Are you missing keywords you should be ranking for?
  26. 26. We have over 2,500 products…
  27. 27. Our Navigation attempts to list all categories, but there is limited space.
  28. 28. We realized that we had collections of products that our Navigation was missing.
  29. 29. We realized that we had collections of products that our Navigation was missing
  30. 30. Without a landing page, we were missing out on search traffic
  31. 31. So we automated a system for creating landing pages
  32. 32. Our tech dept automated creation of these through an admin interface. They are indexed via the XML sitemap
  33. 33. We turned this search results page…
  34. 34. Into a static landing page
  35. 35. And now we have a ranking page
  36. 36. Isn’t this a presentation about SEO tools?
  37. 37. Here is the tool we used to discover more opportunities like this..
  38. 38. Note the phrase controls
  39. 39. I used SQL to export a list of all of our title tags, and then fed them into ToCloud
  40. 40. ToCloud allowed us to mine our title tags for search terms.
  41. 41. • We have created 250 of these pages. • 70 have converted • Revenue lift = 6% Results
  42. 42. How do you know when to schedule your link building (and other marketing) efforts ?
  43. 43. Sometimes it’s obvious…
  44. 44. Sometimes it’s not.
  45. 45. Some terms have fairly clear peaks
  46. 46. Others have more distributed curves
  47. 47. And others are just plain confusing
  48. 48. To analyze this, export the data
  49. 49. You get weekly, normalized data (unlike keyword tool)
  50. 50. Create a column to count off weeks and a column for each year you wish to include
  51. 51. Pasted yearly data from column 2 into the year columns
  52. 52. Create a column to average the yearly data
  53. 53. Apply conditional formatting
  54. 54. You can see that there is a traffic peak in August
  55. 55. Create a new column and re-normalize to 5
  56. 56. Copy and transpose the values with paste special
  57. 57. Now you have a calendar showing traffic peaks for “Home Décor”
  58. 58. Add all of your keywords and you get a great calendar tool to visualize your Keyword traffic • Since it’s normalized, you can’t compare rows (5 in one row is not necessarily representative of more traffic than 4 in a another row). • It’s basically aggregates and stores a crapload of Google Trends data in one chart and makes planning easier. • These values are different (1-5) because this is from a slightly more advanced calendar I built using Python ( Moz blog post below) http://moz.com/ugc/how-to-forecast-seasonal-keyword-traffic-with-google-insights-python-scripts
  59. 59. Zack Notes Senior Analyst at UncommonGoods @zacknotes zack@uncommongoods.com

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