SEOSETUP GUIDERevised December 18, 2012by Raven Internet Marketing Tools
Welcome! Other Resources Knowledge BaseRaven Internet Marketing Tools is ready to help you get the Go to https://raven.zendesk.commost from your SEO campaign. at any time to search the Raven Knowledge Base for answers to common questions and step-by-This guide will walk you through eight activities that will help step instructions for each tool.you understand the SEO data, tools, and reporting that are now It’s updated every time we addavailable to you through Raven. features or make changes. Customer CareHere’s what we cover: Bookmark raventools.com/ 1. The Setup Wizard customer-care for quick tips, resource guides, archived 2. Adding keywords webinars, our change log and more. It’s updated weekly. 3. Adding competitors Technical Support 4. Customizing your Link Manger E-mail email@example.com 5. Using Events to track major developments in your campaign with specific questions or click the “Report an Issue” icon in the tool. 6. Google Webmaster Tools Days: Monday-Friday 7. Building brand templates and reports Hours: 8 a.m. to 6 p.m. CST (GMT-6)These seven tasks should take about an hour to complete. Languages: Raven offers English and Spanish support.Let’s get started.P.S. Raven Customer Support is available any time your need help. Youcan contact the team by emailing firstname.lastname@example.org.
STEP 1Setup Wizard Glossary WebsiteWhen you log in to Raven for the first time, you’ll immediately be Your online marketing effortstaken to the Raven Setup Wizard. revolve around a particular website. That’s why Raven stores importantThe Setup Wizard helps you add your first Website, which is where data (e.g. links, keywords, searches,Raven will store keywords, links, contacts and other data for etc.) in a category called Website.your SEO campaign. You can also connect your Google Analytics, Your account allows you to add anTwitter and Facebook accounts to that Website. unlimited number of Websites to Raven.The Wizard will take just a few minutes to complete. Profile Profiles are groups of related Websites. In most cases, customers use a separate Profile for each client. Profiles offer an increased level of user control and report branding. The default profile is called My Profile. You can create additional ones using the Profile Manager under the gear icon. Don’t worry; your account also includesDon’t have a Google Analytics account? Simply skip this step. unlimited Profiles.
STEP 2Add KeywordsThe first step is to add your SEO campaign keywords to Raven’sKeyword Manager.Go to Site > Keywords. Click the “Add Keywords” button. You canadd keywords individually or in bulk.TaggingTag keywords to group them for better sorting and reporting.ImportingYou also have the option of importing all your keywords. Go to theKeyword Manager and select the Import icon in the menu.You can add tags to your import file. Here’s a sample CSV file tohelp with the import.
STEP 3Add Competitorsto trackKnowing what is happening with your keywords is important.Knowing how you compare to your competitors can be invaluable.Raven stores your Website’s competitor information in theCompetitor Manger tool. Go to Site > Competitors.
STEP 4Customize theLink ManagerThere are three things that link builders will want to set up in the Want to save time building links?Link Manager right away: Download the Raven Chrome Toolbar to add Link Records as you browse online. Go to the Main • Link Manager view Settings gear icon, then drop down to “Chrome Toolbar” in User • Categories for Link Type, Website Type and Link Status Preferences. • Link MonitoringLink Manager ViewEach link in the Link Manager has a Link Record. A record is acollection of important information about that particular link—everything from the anchor text to type of website the link isfrom to the person on your team who got the link.Customize your Link Manager view by clicking the screen icon inthe upper right-hand corner of the Link Manager. Check any ofthe items you wish to see whenever you log in to Raven and usethe Link Manger.
STEP 4 continuedLink Type, Website Type, and Link StatusNext, let’s customize the Link Type, Website Type and Link Statusoptions you will use to categorize your links. Here are a few ideas:Link Type: How would you classify a particular link? Is it adirectory link? Did you leave a comment on a blog? These areamong the default types, but you can customize with the detailsyou need to track for your job.Website Type: What kind of website are you getting the linkfrom? Consider including the industry the website is associatedwith for a more accurate snapshot of what your backlinks looklike.Link Status: What’s the overall picture of your link buildingcampaign? You’ll have a better idea when you assign statuses toindividual links and report on them later. You can use Raven’sdefault link statuses, such as “Requested,” “Active” or “Declined,”and you can add additional ones to best fit your workflow.To customize these settings, click the wrench icon in the top right-hand corner of the Link Manager.
STEP 4 continuedLink Monitoring GlossaryFinally, let’s set up link monitoring for the links in the Link Link TypeManager. Link monitoring saves you time by staying on top of anychanges that may positively or negatively affect the value of your This is your classification for a linklink. Click the binocular icon in the top right-hand corner of the you have obtained or received for your Website. Raven has defaultLink Manager to get started. types, including these, but you can make custom types: • User Submitted • Paid (Permanent) • Blog Comment • Organic Link • Affiliate • Competitor Backlink Website Type This is your classification for a website from which you obtained a link. Raven has default types, including these, but you can makeYou have a lot of options here. For example, any time you add a custom types:link to the Link Manager and set the status to Requested, Ravencan automatically check to see if the link becomes active and then • Social Mediaupdates the Link Record. You can also stay on top of anchor text • E-Commercechanges, the number of links on a page and set alerts for when • Personal Blogthe mozRank or Page Authority increases/decreases by a specified • Corporate Blogamount of points/percentage. • News / Media • DirectoryYou can also set the frequency for which you’d like Raven to checkthese items for you. Link Statuses This is your classification for any link you have or are trying to obtain. Raven has default types, including these, but you can make custom types: • Queued • Requested • Active • Inactive • Decline
STEP 5Add events to track Track of as many marketing events as you like with the Event Manager. For example: 1. Did Google change itsRaven created the Event Manger so you can see quickly the impact algorithm?of any type of marketing event—online or offline—on your 2. Did you get a link from a majorcampaign. The Event Manger is integrated with several Raven source?tools, such as Google Analytics, so that you can see events plottedwith actual metrics. 3. Did you redesign the Website? 4. Did you distribute a press release? Using the Event Manger is simple. Go to Site > Events. Click the 5. Were you mentioned in a news“Add Event” button on the right side of your screen. You’ll be able article? to apply your event to the Website you are working on or to your 6. Did an influencer retweet your entire Profile. link or post it on Facebook? 7. Did you sponsor an industryTo get started, add an Event called “Started Using Raven.” (You event?can delete this later.) 8. Did you begin a PPC campaign? 9. Have you or your companyAs mentioned, event details will show up in other Raven tools; you started a new television/ radio/can toggle the event view on and off in those tools. You can also newspaper/direct mail/etc.choose whether to show event information in reports that you advertising campaign?build.
STEP 6Sync Google Did you know?Webmaster Tools Google Webmaster Tools API The Google Webmaster Tools APIRaven works well with Google Webmaster Tools (GWT) if you are doesn’t support every featurealready using it for sites you manage or still need to set it up. Go that’s available in Google’s versionto Site > Webmaster in Raven to access these features. of GWT. However, as they update their APIWhen you first access GWT in Raven, you will have to authorize with more features, we’ll quicklyyour account with Google to communicate with Raven’s system. try to add them to RavenOnce you authorize your account, our system will look for a sitein your GWT account that matches the one you’re managing inRaven.If Raven recognizes a matching domain, it will automaticallychoose it. If it doesn’t recognize the domain or finds variants(different subdomains using the same root domain), it willgive you the option to choose a variant, add a new domain orreauthorize with a different Google account.Sites that haven’t been verified are provided with verificationoptions. Complete the instructions, click the Verify button andyou’re done—all from inside of Raven.Now that your site is verified, you’ll be able to view and addsitemaps, add keywords to Raven’s Keyword Manager, and even benotified of important messages from GWT.
STEP 7Set Up ReportsA great way to stay on top of your Internet marketing campaign is You can add multiple templates;to set up automated reports. Raven can send them just to you or however, you can only assign one template to a Website or Profile.to any combination of you, your team and your clients. Best of all,you can report on activity for just about every tool in Raven. For the ultimate personalization, consider creating brand templates for each of your clients with theirFirst, you’ll want to set up a brand template—this will remove the logo and brand colors.Raven branding from your reports so you can add your own. (Ifyou don’t need to replace the Raven branding, you can move on tothe next part of this tutorial.)Go to Reports > Brand Templates. Click the “Create a newtemplate” button. Here, you can upload your logo (high-quality,horizontal images are best) or use plain text. You can alsocustomize your colors and add footer text.Finally, assign the template. You can assign it to a Website you’vecreated, a Profile or your entire account (global).Now, save your template.
STEP 7 continuedNext, head to Reports > Wizard to create your report. Pro tips The first step is to add settings for your new report. In the Report You can choose to have Raven Details section, give your report a name and choose a brand automatically email reports of template, if you created one in the previous step. Check the your Internet marketing activity in PDF format or with a trackable“Schedule” box to create a scheduled report. Set the desired report download link. frequency and date range. As one of our customers noted, when you know which clients areNext, check the box to have the report automatically emailed. not downloading your reports, youAdd a single email addresses or multiple addresses separated by can figure out which clients needcommas. Choose whether to email the report as a PDF or as a more attention.trackable download link (see right for more details). To view details of the trackable download links:Now it’s time to build your report. Click the “Next: Build your • Go to Reports > Reportreport” button. Wizard. • Click on the “Show scheduledHere is where you add the elements important to this report. On history report” link forthe left under Report Options, you find links to the many tools your Website just abovein Raven. Click on the name of the tool you want to add and the module that lists yourcustomize the information in the module. You can add multiple scheduled reports.modules for the same tool and adjust each to report on multiple • Click the “Detail” link next tosets of data from that tool. a report. If any trackable download links have been clicked, you will see the date, user and IP address for each click. Otherwise, you’ll see a “No activity available for this report” messageSave and close, and your report is now set up and scheduled.