This document summarizes how to use data to drive business insights for clients and competitors. It recommends conducting an initial audit of a client's website to analyze keywords, content, backlinks, and social media presence. The audit should identify strengths and weaknesses compared to 1-2 main competitors. Armed with data and insights from the audit, presentations can make actionable recommendations to optimize the client's online presence.

1. @gShiftLabs @JRiddall@gShiftLabs @JRiddall
Drive More Business
with
Data-Driven Client and Competitive Insights
Jeff Riddall – Director of Product Strategy
www.gshiftlabs.com
@gShiftLabs

2. @gShiftLabs @JRiddall
hello
• Director of Product Strategy at
gShift
• 15 years of Web marketing
experience
• 5 years with gShift
• Blogger
• Social Media Addict
• Hockey Dad
jeff.riddall@gshiftlabs.com
@Jriddall on Twitter

3. @gShiftLabs @JRiddall
about gShift
SaaS Web Presence Analytics and SEO Software Platform for Agencies and Brands
We gather billions of data points for thousands of web presences across 25+
countries.
We strive to make your marketing life easier by bringing all of the content data,
insights and reporting you need to make actionable decisions under one
umbrella.

4. @gShiftLabs @JRiddall
agenda
• Setting the stage with your client/prospect or superior
• What data do you need to start
• Running an SEO Audit
• A Few Words About Keyword Research
• We Repeat – Content is King
• Is Social in the Mix?
• Competitive Analysis
• Key Takeaways

5. @gShiftLabs @JRiddall
where do we begin?
• Lead with Web presence
• Online authority is defined by
relevance, reach and
engagement
– Is the audience finding,
clicking, reading, liking, sharing
your content?
• Propose an initial Audit/SWOT
analysis
– Keywords
– Content
– Backlinks
– Social
– Competition

6. @gShiftLabs @JRiddall
what data do we need to start?
• Client Domain
• 5-10 Base Keywords
• Known Competitors’ Domains
• Social Accounts
• Analytics (if available)

7. @gShiftLabs @JRiddall
Running an SEO Audit
• Technical Analysis
– Titles, Headings, Meta Descriptions, Image Alt Tags, URLs, Links, Errors
– Too Long, Too Short, Missing or Duplicated
– Use this to review keywords

8. @gShiftLabs @JRiddall
which keywords?
• Identify keywords with relatively high monthly search volumes and for which the client
maintains some visibility/authority – opportunities to optimize and drive relevant
• Keyword Research never stops – de-emphasize individual keywords and focus on topical
keyword groups

9. @gShiftLabs @JRiddall
predicting traffic boosts

10. @gShiftLabs @JRiddall
which content?
• Identify and focus on content which is relatively strong (has authority) and then move to
content which should be visible, but lags behind (needs to establish authority)

11. @gShiftLabs @JRiddall
do backlinks still matter?
• YES!
• But they can’t be bought
• Relevance and authority are key

12. @gShiftLabs @JRiddall
do backlinks drive traffic?

13. @gShiftLabs @JRiddall
social audit
• Reach
– Where is the audience?
• Engagement/Authority
– Is content being Read, Liked, Shared, Clicked?
• Frequency
– How often is content being posted?

14. @gShiftLabs @JRiddall
competition
• Competitor Discovery
– First you need to understand who the real competitors are
• Competitive Site Audit
– Focus on what keywords and content are being used or the competitor
appears to be optimizing for
• Share of Voice, Visibility or Keyword Position Comparison
• Competitive Keyword and Content Research
– What do they appear to be optimizing for?
• Backlinks Comparison
– Lead with quantity, but focus on quality
• Competitive Social Audit
– How active are they and where?

15. @gShiftLabs @JRiddall
key takeaways
• Conduct a Web presence SWOT Analysis around topical keywords,
content, backlinks and social
• Identify 1 or 2 online competitors and where the client is lagging
behind
• Prepare your pitch backed by data delivered in pre-formatted,
branded reports

16. @gShiftLabs @JRiddall
thank you
Additional Resources
Today’s Presentation on Slideshare
Get a Sample SEO Audit
Other gShift Resources
http://gshift.it/resources-jan16