What’s In My SEO
Toolbox?
Your job is complex
• Up to millions of pages to optimise
• Google-bot behaviour
• Cause and effect analysis
– React to pe...
My* toolbox
Tools
• Backlink analysis: Moz,
Opensiteexplorer,
majesticSEO
• Competitor analysis:
Opensitexplorer,
• Rankin...
Too many tools. You need to integrate
them in your workflow
The Evolution of tools in an enterprise - Or The
Crawl, Walk, Run of Enterprise SEO Adoption
The Early Days (or, learning to CRAWL)
Understanding basic performance
• In-depth Rank Checking analysis
• Backlink service
Ranking graphs
seoclarity.net
In depth keyword analysis
seoclarity.net
Share of Voice
seoclarity.net
The first growth stage - learning to
crawl faster
- seoMoz, opensite explorer
- Integrating link data to rankings
- Analyt...
The high growth phase - learning to
walk
- Build your own tools
- Spreadsheets and pivots combining data
- Start building ...
You now track a lot of data, you need a
more efficient process to analyse it
KPIs and data
• Rankings
• Transactions
• Rev...
Bringing it all together
- Quick Ad-hoc
analysis
- Alerts
- Automate
discovery and
targeting
What you need
• Granular data (daily is best!)
• All data in one place
• An SEO platform that integrates with your
data an...
The industrial revolution of SEO
• If you had access to
detailed metrics for
every page, keyword
and on-site asset on
your...
Buy vs Build
• In-house can be
incredibly powerful
• It’s harder than you
ever imagined
• Buying a platform has
limitation...
You are only as good as your tools!
How to pay for the reporting bills?
Quickest way to grow SEO is to react
fast to problems as they happen
• Site problems cause incremental loss of revenue
• R...
Think big. Not many do
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SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

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From SMX East 2013 - What's in My SEO Toolbox? #SMX #33B - SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

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SEO Tools - Looking at the Big Picture for Small Business to Large Enterprises by Aris Varkas

  1. 1. What’s In My SEO Toolbox?
  2. 2. Your job is complex • Up to millions of pages to optimise • Google-bot behaviour • Cause and effect analysis – React to performance changes – Proactively target areas of opportunity • Measure ROI
  3. 3. My* toolbox Tools • Backlink analysis: Moz, Opensiteexplorer, majesticSEO • Competitor analysis: Opensitexplorer, • Ranking analysis: GWT as well as platforms • CTR analysis: GWT, SEOClarity • Log storage and data tables: Hadoop and Hive Platforms • SEOClarity: Unified KPI analysis (Rankings, competitor analysis, ad-hoc analysis and hundreads of reports and KPIs) • LinkDex: ad-hoc analysis • In-house (secret sauce) * In my past roles in the travel industry and consulting
  4. 4. Too many tools. You need to integrate them in your workflow
  5. 5. The Evolution of tools in an enterprise - Or The Crawl, Walk, Run of Enterprise SEO Adoption
  6. 6. The Early Days (or, learning to CRAWL) Understanding basic performance • In-depth Rank Checking analysis • Backlink service
  7. 7. Ranking graphs seoclarity.net
  8. 8. In depth keyword analysis seoclarity.net
  9. 9. Share of Voice seoclarity.net
  10. 10. The first growth stage - learning to crawl faster - seoMoz, opensite explorer - Integrating link data to rankings - Analytics (conversions, sales, bounce rates)
  11. 11. The high growth phase - learning to walk - Build your own tools - Spreadsheets and pivots combining data - Start building a repeatable process - Labor intensive analysis
  12. 12. You now track a lot of data, you need a more efficient process to analyse it KPIs and data • Rankings • Transactions • Revenue $ • Share of Voice • Links • Conversion • Bounce rates • Social signals • Search Engine updates • Track Product releases / bugs • Track Competitor product releases • More more more Filters • By page-type • By product • Drill down to single page • Movers and shakers
  13. 13. Bringing it all together - Quick Ad-hoc analysis - Alerts - Automate discovery and targeting
  14. 14. What you need • Granular data (daily is best!) • All data in one place • An SEO platform that integrates with your data and can power applications and internal ad-hoc reporting
  15. 15. The industrial revolution of SEO • If you had access to detailed metrics for every page, keyword and on-site asset on your site + competitor data directly plugged in to your applications what would you do with it?
  16. 16. Buy vs Build • In-house can be incredibly powerful • It’s harder than you ever imagined • Buying a platform has limitations but it works fast! • You can still build in parallel
  17. 17. You are only as good as your tools!
  18. 18. How to pay for the reporting bills?
  19. 19. Quickest way to grow SEO is to react fast to problems as they happen • Site problems cause incremental loss of revenue • Reporting alerts = fast ROI
  20. 20. Think big. Not many do

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