The document discusses analyzing links and keywords for websites and SEO. It provides details on: 1) The research process including analyzing content, competitors, keywords and setting KPIs. 2) Tools for analyzing links, websites and backlinks including Google Analytics, Yahoo and SEO Book Tools. 3) Applying the analysis to digital marketing funnels and understanding visitor journeys to improve engagement and returns.

1. Links & Keyword Analysis
For Websites, Social Media Communities & SEO
Jake Aull, GSU Social Media Marketing Course
September 2011

2. Topics of this Presentation
• The Digital & Keyword Research Process
• What to Analyze, & What Tools to Use
• Applying the Digital Marketing Funnel
& the Web Visitor Clickstream Journy

3. The Research Process

4. Keyword Optimization – Process Inputs
• Content/Inputs:
– Brand measurement assessment
• what’s easy to measure?
– SEO goals discovery
– Content/keyword analysis of site
– Keyword research, analysis and comparison

5. Keyword Optimization – Initial Research Reports
• Reports/Outputs:
– Competitor ranking report
• Backlinks
– Keyword effectiveness index/ranking reports
– Head and long-tail keyword weighting for optimal
keywords/phrases
– KPIs and measurement plan

6. What to Analyze, & Tools to Use

7. Link Building
• Link Building & Inbound Links can include:
– Press release/white paper placement
– Social bookmarking (Del.icio.us)
– Submission to share sites (e.g., Digg, Technorati)
– Search engine local directories/site submissions (e.g.,
Yahoo! Local, InsiderPages, Yelp, etc.)
• Tools:
– Pro SEO tools utilized: Google AdWords keyword tool,
SEO Book Tools, iSpionage.com
– .xls report downloads, aggregated spreadsheets

8. Website Analytics
• Search Results:
– Search engines (Google, Bing, Yahoo!)
– Additional search engine tools (e.g., Google Webmaster tools,
Google Analytics)
• Analytics:
– KPI plan integration
– Keyword monitoring set-up (e.g., Google Alerts, SocialMention)
– Google analytics set-up
– Website auto reports set-up
• Monitoring:
– SocialMention.com
– Google Alerts
– HootSuite
– RSS/email subscribe to updates/comments

9. Back Links Analysis
• Let's say you wish to assess backlinks/inbound
links to a website:
– Go to Yahoo.com
– Type “linkdomain:yoursite.com –site:yoursite.com” in
the search field
– This will report the number of backlinks, while
subtracting your own brand site’s irrelevant internal
links.
– For more, see:
http://searchenginewatch.com/article/2067876/SEO-Link-Building-Fundamentals

10. Back Links Analysis
• Inbound web links (a.k.a. backlinks and referrals)
are vital. Here's why:
– They boost search engine rankings (both for the target
website and themselves).
– They increase paths to the target - more ways and places
for visitors to find the site.
– They create alternative entry paths for crawlers to specific
web pages (even when the target site is not optimized for
search engines).
– Inbound links represent a solid, alternative (to in-site) web
metric. They gauge the content value and referral traffic of
a site in the online marketplace (especially valuable if there
are issues with existing in-site SEO or analytics).
– They get shared among web users and multiplicity of
network effects occurs.

11. Applying the Digital Marketing Funnel
& The Customer Journey Clickstream

12. SEO Funnel

13. Web Marketing Funnel

14. Web Marketing Funnel

15. Return-Visitor Journey/Value Chain
• Repeat Traffic Begins with:
– Brand SoMe followers (e.g. Twitter)
– Assuming the social media channels largely drive traffic
to major web page/community hub
|
• Click through:
– From post/teaser CTA (call-to-action)
– Click to full story (e.g., blog or Facebook)
|
• Click to end of funnel:
– CTA drives objective
– Click through to landing page/community