SlideShare a Scribd company logo
London| 18–21 February
SEO Tools Deep Dive
Dave Naylor
London| 18–21 February 2013 | #SESLON
Outline
• Indexing
• Competitive analysis
• Page- and site-level information
• Link Building
• Diagnosing and remedying problems
@davenaylor
London| 18–21 February 2013 | #SESLON
Indexing
Things every Webmaster Should know:
- How many pages you have on your own website
(approximately), a website with 3,000 products could
have around 3,500 pages indexed including Categories,
Pagination etc. However having 3,000 products and
15,000 pages indexed should be a cause for concern
about duplicate content.
@davenaylor
London| 18–21 February 2013 | #SESLON
Indexing
@davenaylor
Standard Wordpress install – 315 posts, 2 pages
London| 18–21 February 2013 | #SESLON
Indexing
@davenaylor
London| 18–21 February 2013 | #SESLON
Indexing
Xenu (http://home.snafu.de)
@davenaylor
London| 18–21 February 2013 | #SESLON
Indexing
Search metrics (www.searchmetrics.com)
@davenaylor
London| 18–21 February 2013 | #SESLON
Indexing
Site has had Url issues since 2011
Dropped on Panda Update March 2012
Questions we asked : What keywords did we lose?
One Answer : Variations of “Sausage Casserole”
Check list : How good is the Content and what else Changed?
What moved above us (Brands like :BBC, Channel4, BBCGoodFood etc )
Site also historically ranked well for “when do the clocks go back” “harcombe
diet” etc
@davenaylor
London| 18–21 February 2013 | #SESLON
Competitor Analysis
• Majestic SEO – for researching what backlinks your
competitors have
• Ahrefs – for researching what backlinks your
competitors have
• Searchmetrics – to learn where your competitors are
ranking both organically and via PPC Campaigns – Also
to see their overall visibility
@davenaylor
London| 18–21 February 2013 | #SESLON
Competitor Analysis
• Search Metrics – to learn where your competitors are ranking both organically and via PPC
Campaigns
@davenaylor
London| 18–21 February 2013 | #SESLON
Competitor Analysis
@davenaylor
Majestic SEO – for researching what backlinks your competitors have – Quantity, Equity etc
London| 18–21 February 2013 | #SESLON
Competitor Analysis
Ahrefs – for researching what backlinks Anchors you or your competitors have – anchors, domains
London| 18–21 February 2013 | #SESLON
Page- and site-level information
@davenaylor
London| 18–21 February 2013 | #SESLON
Page- and site-level information
London| 18–21 February 2013 | #SESLON
On page optimisation
London| 18–21 February 2013 | #SESLON
Link Building
@davenaylor
Caution to be used with Quality metrics allocated to domains in
tools
Always check domain against your own quality criteria checklist
Check Searchmetrics for their visibility – have they been hit?
Is the site indexed, dupe content, what external links in place
already, their link profile, neighbourhoods
Check and double check
London| 18–21 February 2013 | #SESLON
Diagnosing and remedying problems
@davenaylor
TOOLS :
Will not give you the answer they just point you in the right
direction
Need to be able to collate and analyse data from different sources
Know and record changes made onpage and off page
Use the right tool for the right job – recovery, link analysis,
competitor research, health checks, visibility.
London| 18–21 February
Thanks for Listening
Dave Naylor

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SES London 2013 - SEO Tools Deep Dive

  • 1. London| 18–21 February SEO Tools Deep Dive Dave Naylor
  • 2. London| 18–21 February 2013 | #SESLON Outline • Indexing • Competitive analysis • Page- and site-level information • Link Building • Diagnosing and remedying problems @davenaylor
  • 3. London| 18–21 February 2013 | #SESLON Indexing Things every Webmaster Should know: - How many pages you have on your own website (approximately), a website with 3,000 products could have around 3,500 pages indexed including Categories, Pagination etc. However having 3,000 products and 15,000 pages indexed should be a cause for concern about duplicate content. @davenaylor
  • 4. London| 18–21 February 2013 | #SESLON Indexing @davenaylor Standard Wordpress install – 315 posts, 2 pages
  • 5. London| 18–21 February 2013 | #SESLON Indexing @davenaylor
  • 6. London| 18–21 February 2013 | #SESLON Indexing Xenu (http://home.snafu.de) @davenaylor
  • 7. London| 18–21 February 2013 | #SESLON Indexing Search metrics (www.searchmetrics.com) @davenaylor
  • 8. London| 18–21 February 2013 | #SESLON Indexing Site has had Url issues since 2011 Dropped on Panda Update March 2012 Questions we asked : What keywords did we lose? One Answer : Variations of “Sausage Casserole” Check list : How good is the Content and what else Changed? What moved above us (Brands like :BBC, Channel4, BBCGoodFood etc ) Site also historically ranked well for “when do the clocks go back” “harcombe diet” etc @davenaylor
  • 9. London| 18–21 February 2013 | #SESLON Competitor Analysis • Majestic SEO – for researching what backlinks your competitors have • Ahrefs – for researching what backlinks your competitors have • Searchmetrics – to learn where your competitors are ranking both organically and via PPC Campaigns – Also to see their overall visibility @davenaylor
  • 10. London| 18–21 February 2013 | #SESLON Competitor Analysis • Search Metrics – to learn where your competitors are ranking both organically and via PPC Campaigns @davenaylor
  • 11. London| 18–21 February 2013 | #SESLON Competitor Analysis @davenaylor Majestic SEO – for researching what backlinks your competitors have – Quantity, Equity etc
  • 12. London| 18–21 February 2013 | #SESLON Competitor Analysis Ahrefs – for researching what backlinks Anchors you or your competitors have – anchors, domains
  • 13. London| 18–21 February 2013 | #SESLON Page- and site-level information @davenaylor
  • 14. London| 18–21 February 2013 | #SESLON Page- and site-level information
  • 15. London| 18–21 February 2013 | #SESLON On page optimisation
  • 16. London| 18–21 February 2013 | #SESLON Link Building @davenaylor Caution to be used with Quality metrics allocated to domains in tools Always check domain against your own quality criteria checklist Check Searchmetrics for their visibility – have they been hit? Is the site indexed, dupe content, what external links in place already, their link profile, neighbourhoods Check and double check
  • 17. London| 18–21 February 2013 | #SESLON Diagnosing and remedying problems @davenaylor TOOLS : Will not give you the answer they just point you in the right direction Need to be able to collate and analyse data from different sources Know and record changes made onpage and off page Use the right tool for the right job – recovery, link analysis, competitor research, health checks, visibility.
  • 18. London| 18–21 February Thanks for Listening Dave Naylor