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Tools of the Trade: SEO Edition

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My presentation given on the various tools in the SEO world at the Minnesota Search Association inaugural event.

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Tools of the Trade: SEO Edition

  1. 1. TOOLS OF THE TRADE: SEO EDITIONTaylor PrattVP of Product Marketing@RavenPratt
  2. 2. SLIDES AVAILABLE AT:SLIDESHARE.NET/RAVENTOOLS
  3. 3. Reporting Tracking/Analysis Campaign ResearchTHE SEO TOOLS PYRAMID
  4. 4. Reporting Tools Analytics Conversion Tools Tools PPC Social Media Link Building Tools Tools ToolsContent Keyword Research Site Structure Competitor Analysis Tools Tools Tools ToolsTHE SEO TOOLS PYRAMID
  5. 5. WTFTaylor?! Reporting Tools Analytics Conversion Tools Tools PPC Social Media Link Building Tools Tools ToolsContent Keyword Research Site Structure Competitor Analysis Tools Tools Tools ToolsTHE SEO TOOLS PYRAMID
  6. 6. SEOSocial $$PPC
  7. 7. CONTENT & KEYWORDTOOLS
  8. 8. WHAT TO LOOK FOR• Keyword Tools • Content Tools • Data sources • Content creation? • Easy list building • Anchor text checker • Tagging • Duplicate content checker • Insights • Content reading level
  9. 9. KEYWORD DATA SOURCESCheck multiple data sets as they pull from different sources
  10. 10. KEYWORD INSIGHTSMeasuring strength of competition and likelihood to convert.
  11. 11. FINDING KEYWORD INSIGHTS• Look at both organic and paid keyword referrals• Sort by engagement metrics (bounce rate, conversions, pages/ visit, time on site)• Which keywords show users highly engaged? Are you targeting them yet?
  12. 12. Percentage of U.S. Clicks by Number of Keywords Subject September ’10 October ’11 Change One word 23.23% 27.23% +4% Two words 24.02% 23.85% -0.17%Three words 19.97% 19.12% -0.85% Four words 13.61% 12.83% -0.78% Five words 8.23% 7.47% -0.76% Six words 4.51% 4.03% -0.48%Seven words 2.58% 2.21% -0.37%Eight+ words 3.85% 3.26% -0.59%KEYWORD LENGTH IS DROPPING Source: Hitwise
  13. 13. CONTENT CREATION Good content is worth paying for.
  14. 14. CONTENT / ANCHOR TEXT ANALYSIS Site crawlers are great for analyzing anchor text
  15. 15. SITE STRUCTURETOOLS
  16. 16. WE’VE ALL GOTTEN SLOPPY
  17. 17. REMEMBER THESE TWO THINGS:1. Living Standard HTML & Semantic Elements2. Structured Data (specifically, microdata)
  18. 18. Semantic CSS No<div class="yellow curved"> <p>Help...</p></div> Yes<div class="helpbox"> <p>Help...</p></div>
  19. 19. Living Standard HTML
  20. 20. Semantic Elementshttp://raven.im/obswfn nav, header, footer,section, article and aside
  21. 21. http://html5boilerplate.com
  22. 22. schema.orgMicrodata schemas for people, products, events,organizations, movies, books, reviews and much more
  23. 23. http://schema-creator.org
  24. 24. COMPETITOR ANALYSISTOOLS
  25. 25. raventools.com/competitive-seo-analysis/A method and a checklist for a complete competitive analysis in four easy steps.
  26. 26. But, if I could give you a few quick tips/ideas...
  27. 27. QUICKLY ANALYZE THEIR ON-SITE SEO STRATEGY Recommended tool: Screaming Frog
  28. 28. ANALYZE BACKLINK PROFILE Recommended Tools: MajesticSEO, OSE & Raven
  29. 29. When it comes to competitor monitoring you’ll need to turn to your social media tools...
  30. 30. SOCIAL MEDIATOOLS
  31. 31. MONITORING IS YOUR FRIEND• Track keyword and competitor brand searches for link opportunities• Discover easy-to-setup links from your own brand mentions (that didn’t include a link)• Discover evangelists to help endorse your product/service• Find new communities to participate in• Find great content/link bait ideas
  32. 32. $150/mo $775/mo $99/moBased on Usage Free Based on Usage THE MAJOR PLAYERS
  33. 33. EVENT TRACKING IN GA Your secret social media weapon!
  34. 34. PPC TOOLS
  35. 35. GOOGLE ADWORDS• Use to check keyword volume estimates• Use to assess keyword quality (will people convert?)• Use to discover new keyword ideas
  36. 36. LINK BUILDINGTOOLS
  37. 37. THE USUAL SUSPECTS
  38. 38. LINK RESEARCH TOOLS• Drop My Link - http://dropmylink.com/ • Helps you create search queries to find links• Ontolo - http://ontolo.com/link-building-tools • Variety of management and research tools• LotusJump - http://www.lotusjump.com/ • Link research software
  39. 39. NON-TRADITIONAL TOOLS• HARO • Respond to journalist requests• Quora • Find journalists who list titles in their profiles• Topsy • Find conversations about a specific link• Sponsor conferences, contests and associations
  40. 40. ANALYTICSTOOLS
  41. 41. http://gaconfig.com
  42. 42. The problem with most marketers when it comes to analytics....
  43. 43. They aren’t being creative enough
  44. 44. The key to successful SEO measurement is asking questions!
  45. 45. A few tips for maximizing analytics value...
  46. 46. ANALYTICS TIPS• Categorize your goals• Example goal categories: • General (conversion rate) • Transactional (cost per transaction) • Visibility (rankings) • Region-specific (conversions in Minnesota)
  47. 47. CONVERSIONTOOLS
  48. 48. USABILITY HUB THECLICKTEST.COM• $20/mo & up• Access to: • FiveSecondTest • NavFlow • ClickTest• Public or private tests
  49. 49. FEEDBACK ARMY FEEDBACKARMY.COM• $20/test• Ask questions to users• Get 10 responses•8 Days to get feedback
  50. 50. VISUAL WEBSITE OPTIMIZER VISUALWEBSITEOPTIMIZER.COM• $49/mo and up• Easily modify your pages• A/B & split tests• Google Analytics integration• Real-time, multiple conversion reports
  51. 51. 4Q SURVEY 4Q.IPERCEPTIONS.COM• $19/mo and up• Online survey tool• Asks visitors to rate experience• Google Analytics integration
  52. 52. THANK YOU! @RavenPrattslideshare.net/raventools

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