GSU links&keywords analysis; websites, social communities & SEO

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GSU links&keywords analysis; websites, social communities & SEO

  1. 1. Links & Keyword AnalysisFor Websites, Social Media Communities & SEO Jake Aull, GSU Social Media Marketing Course September 2011
  2. 2. Topics of this Presentation •  The Digital & Keyword Research Process •  What to Analyze, & What Tools to Use •  Applying the Digital Marketing Funnel & the Web Visitor Clickstream Journy
  3. 3. The Research Process
  4. 4. Keyword Optimization – Process Inputs •  Content/Inputs: –  Brand measurement assessment •  what’s easy to measure? –  SEO goals discovery –  Content/keyword analysis of site –  Keyword research, analysis and comparison
  5. 5. Keyword Optimization – Initial Research Reports •  Reports/Outputs: –  Competitor ranking report •  Backlinks –  Keyword effectiveness index/ranking reports –  Head and long-tail keyword weighting for optimal keywords/phrases –  KPIs and measurement plan
  6. 6. What to Analyze, & Tools to Use
  7. 7. Link Building •  Link Building & Inbound Links can include: –  Press release/white paper placement –  Social bookmarking (Del.icio.us) –  Submission to share sites (e.g., Digg, Technorati) –  Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) •  Tools: –  Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage.com –  .xls report downloads, aggregated spreadsheets
  8. 8. Website Analytics •  Search Results: –  Search engines (Google, Bing, Yahoo!) –  Additional search engine tools (e.g., Google Webmaster tools, Google Analytics) •  Analytics: –  KPI plan integration –  Keyword monitoring set-up (e.g., Google Alerts, SocialMention) –  Google analytics set-up –  Website auto reports set-up •  Monitoring: –  SocialMention.com –  Google Alerts –  HootSuite –  RSS/email subscribe to updates/comments
  9. 9. Back Links Analysis •  Lets say you wish to assess backlinks/inbound links to a website: –  Go to Yahoo.com –  Type “linkdomain:yoursite.com –site:yoursite.com” in the search field –  This will report the number of backlinks, while subtracting your own brand site’s irrelevant internal links. –  For more, see: http://searchenginewatch.com/article/2067876/SEO-Link-Building-Fundamentals
  10. 10. Back Links Analysis •  Inbound web links (a.k.a. backlinks and referrals) are vital. Heres why: –  They boost search engine rankings (both for the target website and themselves). –  They increase paths to the target - more ways and places for visitors to find the site. –  They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines). –  Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). –  They get shared among web users and multiplicity of network effects occurs.
  11. 11. Applying the Digital Marketing Funnel & The Customer Journey Clickstream
  12. 12. SEO Funnel
  13. 13. Web Marketing Funnel
  14. 14. Web Marketing Funnel
  15. 15. Return-Visitor Journey/Value Chain •  Repeat Traffic Begins with: –  Brand SoMe followers (e.g. Twitter) –  Assuming the social media channels largely drive traffic to major web page/community hub | •  Click through: –  From post/teaser CTA (call-to-action) –  Click to full story (e.g., blog or Facebook) | •  Click to end of funnel: –  CTA drives objective –  Click through to landing page/community

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