Seo Tools You Can Use Today


Published on

This session is a quick moving brain dump of how to use the most advanced powerful tools to help you with SEO. Expect to learn how you can walk out and use several SEO tools to grow revenues today.

Wil Reynolds, Associate, SEER Interactive (Twitter @wilreynolds)

Published in: Business, Technology
1 Comment
  • That section of bounce rates is very interesting. It is not a commonly analysed area of SEO. That one simple change helped your clients conversions of sales go up, without even changing the ranking Ctrl Alt Elite will keep in touch with your innovations and future postings.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Seo Tools You Can Use Today

  1. 1. My Favorite SEO Tools – 2009 edition Wil Reynolds, Associate, SEER Interactive
  2. 2. Tools for SEO <ul><li>New tools </li></ul><ul><li>& </li></ul><ul><li>Oldies but goodies – revisited </li></ul><ul><li>Twitter: @wilreynolds (one l) </li></ul>
  3. 3. Lesson Learned from a Hangover
  4. 4. It all started with a hangover
  5. 5. <ul><li>Client use of dog breeds by gender to jumpstart print campaign testing </li></ul>
  6. 8. <ul><li>One of the most overlooked metrics SEOs should start evaluating TODAY </li></ul>
  7. 9. Bounce Rates & SEO <ul><li>How do you know when your rankings stop driving increases in leads / sales for your business? </li></ul><ul><li>“ my rankings are the same but my business from search is down?” </li></ul>
  8. 10. <ul><li>Bounce Rate Impact on SEO Case Study </li></ul><ul><li>+ </li></ul><ul><li>Impact Analysis </li></ul>
  9. 11. Bounce Rates - Case Study <ul><li>We evaluate bounce rates daily for each keyword (daily=catch problems quick) </li></ul><ul><li>Caught a page 1 keyword with a sometimes 80% bounce rate for a client </li></ul><ul><li>Homepage ranked for product search instead of product page </li></ul>
  10. 12. Bounce Rates - Options <ul><li>1 – Target a new page (risk = losing ranking) </li></ul><ul><li>or </li></ul><ul><li>2 – Dynamically change products on homepage based on high bouncing keywords (risk = over aggressiveness) </li></ul><ul><li>Showed first 3 products to match this high bouncing word group…result </li></ul>
  11. 13. Bounce Rates - Results <ul><li>Ranking is still on page 1 </li></ul><ul><li>Bounce rate for this product was cut by over 20% </li></ul><ul><li>Sales for his product increased 2x% </li></ul><ul><li>And we didn’t improve their ranking </li></ul>
  12. 14. Bounce Rates – Your takeaways <ul><li>1 – If you are analyzing SEO by where you rank you would never have caught this issue - analyze SEO by more than just rankings to maximize SEO efforts </li></ul><ul><li>2 – Trend out your bounce rates for top keyword buckets & trend conversion metrics too - impact of rank and bounce rates on conversions </li></ul><ul><li>3 – Take action! </li></ul><ul><li>4 – HINT: Scale this with GA API or your analytics providers API </li></ul>
  13. 15. <ul><li>MSN Commercial Intent </li></ul><ul><li> </li></ul>
  14. 16. MSN Commercial Intent <ul><li>Why you should care: </li></ul><ul><li>Affiliates need to know research vs. commercial queries </li></ul><ul><li>Marketers need to know what kind of message to put in front of someone </li></ul>
  15. 17. MSN Commercial Intent
  16. 18. MSN Commercial Intent
  17. 19. MSN Commercial Intent
  18. 20. MSN Commercial Intent <ul><li>The plural is much more likely to be commercial according to our snowboards vs. snowboard test. </li></ul><ul><li>This is true for some of our e-commerce clients </li></ul>
  19. 21. MSN Commercial Intent <ul><li>Look for queries highly skewed to one or the other (commercial vs non) – look for high degrees of confidence </li></ul><ul><li>Test against your own data set on keywords that are currently ranking well before taking this tool at face value </li></ul><ul><li>If accurate place more value in the tool </li></ul>
  20. 22. <ul><li>Affiliates need to be taking advantage of hot keywords </li></ul>
  21. 23. Hot Keywords <ul><li>MAJOR competitive advantage </li></ul><ul><li>Big companies move slow </li></ul><ul><li>Their inability to act for mid / long tail / hot keywords = </li></ul><ul><li>opportunity for you </li></ul>
  22. 24. Rising Searches – Google Insights
  23. 25. Hot Keywords <ul><li>Product getting hot? </li></ul><ul><li>How do you rank for it? </li></ul><ul><li>Tip: Move it up one level in the hierarchy – possibly link from homepage in a hot product section. </li></ul>
  24. 26. Hot Keywords
  25. 27. Hot Keywords <ul><li>Takeaway from </li></ul><ul><li>Top 200 products are always at most 2 clicks from the homepage </li></ul>
  26. 28. Hot Keywords <ul><li>By the time your big competitors get wind of a trend, and get approval, you’ll be on to the next opportunity. </li></ul><ul><li>Be NIBLE! </li></ul>
  27. 29. Suit = Slow = Opportunity for you! =
  28. 30. Competing with Large Brands <ul><li>Google’s algorithm seems to be favoring large brands more and more, you’ve got to find ways to compete, this is one of the ways. </li></ul><ul><li> </li></ul>
  29. 31. Hot Keywords <ul><li> </li></ul>
  30. 32. Linkbuilding <ul><li>Linkbuilding is about exposure to stimuli </li></ul><ul><li>You can’t have all the ideas </li></ul><ul><li>You need a Spark </li></ul><ul><li>Put yourself in a position to have great ideas </li></ul>
  31. 33. Linkbuilding is about exposure
  32. 34. My linkbuilding sparks <ul><li> </li></ul>
  33. 35. My linkbuilding sparks <ul><li> </li></ul><ul><li>Google Trends </li></ul><ul><li> </li></ul>
  34. 36. My linkbuilding sparks <ul><li>Google Trends </li></ul><ul><li> </li></ul>
  35. 37. How do you measure up? <ul><li>Graphical representation of where you are weak SEOMOZ labs </li></ul>
  36. 38. How do you measure up? <ul><li>Graphical representation of where you are weak SEOMOZ labs </li></ul>
  37. 39. How do you measure up?
  38. 40. How do you measure up?
  39. 41. Rising Keywords in your backyard <ul><li>How do you find keywords / sites that are significantly creeping up in traffic over the last 7 days? </li></ul>
  40. 42. Enhanced Google Analytics <ul><li> </li></ul>
  41. 43. Enhanced Google Analytics
  42. 44. Enhanced Google Analytics
  43. 45. Enhanced Google Analytics <ul><li>Rising keywords that start driving traffic will sometimes be dwarfed by higher traffic terms depending on the report length = no visibility in GA. </li></ul>
  44. 46. Google Analytics for Greasemonkey <ul><li>This tool will help you… </li></ul><ul><li>Find rising keywords </li></ul><ul><li>Find rising referral sites </li></ul><ul><li>Understand the correlation between ranking movement and traffic movement </li></ul>
  45. 47. How to use tools for SEO <ul><li>Linkbuilding Tools </li></ul>
  46. 48. Hubfinder <ul><li>This tool will help you… </li></ul><ul><li>Find which competitors / sites in the top 10 are linked from the same sources </li></ul><ul><li>Find someone linking to 3 of your competitors and not you who’s also ranking well for your target keyword </li></ul>
  47. 49. Hubfinder <ul><li>Paid Version: </li></ul><ul><li> </li></ul><ul><li>URLs for mirror: </li></ul><ul><li> </li></ul>
  48. 51. Opportunity Found w/ Hubfinder
  49. 52. Opportunity Found w/ Hubfinder <ul><li>How does have a wikipedia link? </li></ul><ul><li>(Hint, I think wikipedia links help) </li></ul>
  50. 53. Hubfinder vs. Linkdomain search <ul><li>Search for sites linking to several competitors but not you (Yahoo only): </li></ul><ul><li>Voip phone </li></ul><ul><li> </li></ul>
  51. 54. Hubfinder vs. Linkdomain search <ul><li>Hubfinder is showing sites that are ranking for your target keyword. </li></ul><ul><li>Linkdomain search doesn’t have that added quality check, so expect to use a tool like SEO Quake or SEO Toolbar for firefox to export your linkdomain searches into excel. </li></ul>
  52. 55. Hubfinder vs. Linkdomain search
  53. 56. Linkbuilding is Delicious <ul><li>Linkbuilding Delicious & Twitter </li></ul><ul><li>Who was at my session in Vegas? </li></ul><ul><li>It is the KEY to quality linkbuilding, vids are on still. </li></ul>
  54. 57. Keyword Battles?
  55. 58. Keyword Battles? <ul><li>Fighting Internally on what keywords to use? </li></ul>
  56. 59. Seed Keywords
  57. 60. Seed Keywords
  58. 61. Structuring a KW test <ul><li>Warning , be very very non-descript in your test. </li></ul><ul><li>Don’t ask someone what word they’d type in to find an ink cartridge </li></ul>
  59. 62. Keyword Battles? <ul><li>Try something like </li></ul><ul><li>What would you type in after your printer tells you its out of ink? </li></ul><ul><li>-or- </li></ul><ul><li>What would you type in to find a computer you could take with you when traveling </li></ul>
  60. 63. New things to keep an eye out for <ul><li>How do retailers get chosen? </li></ul>
  61. 64. New things to keep an eye out for <ul><li>How will these tests impact CTRs on Commerce Queries in natural SERPS? </li></ul>
  62. 66. <ul><li>Again, verify against your own data before </li></ul><ul><li>making changes to your strategy </li></ul><ul><li>Ask your friends to do the same. </li></ul><ul><li>These tools can be WAY off sometimes </li></ul>
  63. 68. Lazy Bloggers Keyword Research <ul><li>Bring your keyword research tool right into your blog platform </li></ul>
  64. 69. Why Can’t We Be Friends?