This document discusses tools for SEO and social media. It provides tips for evaluating tools based on criteria like accessibility, cost, usability, privacy, resource management, and added value. A key point is that tools should further business goals and not be chosen before involving all stakeholders. The document also cautions that the true cost of tools includes implementation issues like lost traffic during development. It emphasizes simplifying processes and shares a link building spreadsheet as an alternative to complex tools.

1. Hardcore SEO & Social Media Tools
Finding the right tool for you.
SMX Advanced 2012
@Rhea | @OutspokenMedia

2. Why I’m qualified to talk about tools:
I am not a programmer, but I work great with them
(bribery works wonders).
I’ve “built” tools.
I’ve purchased tools.
I can do a lot without tools.
I’ve dated some tools.

3. Most of us weren’t hired to build tools.

5. When we
combine
toolsand
brain, we make
something
incredible.

6. Then
again, somet
imes
we don’t.
(It’s a food storage suit.)

7. EPIC FAIL TOOL CASE STUDY

8. All traffic to client domain:
Organic traffic for targetkeywords:
New CMS
went live Period of intense frustration punctuated by
a demoralized team, technical difficulties
and donuts.

9. What went wrong:

10. New CMS contract signed before
SEO got involved

11. Couldn’t get access to dev server
to crawl

12. CMS launched on organic site
vs a test site

13. IT had no training on how to
manage the new CMS

14. Guarantees not kept by tool
provider on release

15. Poor communication between
SEO & IT teams

16. Unplanned and extended code
freezes

17. SEO agency positioned as a
vendor, not consultant

18. How it’s getting fixed:
• Immediate SEO audit and ongoing analysis as we
discover more issues
• In-person visit of client by agency, met IT
• Bribed IT with donuts and our work got done
• Agency positioned as consultant with more
management of the SEO process and internal team
• Halted development of new CMS on other properties

19. Actual Cost of Tool
• New CMS
• Internal time
• Agency time
• Loss of sales due to drop in organic traffic
• Agency SEO audit and consulting
• Travel down to see the client
• Internal team morale and productivity
• Turnover
• Missed opportunities

21. Criteria 1: Access
Is the tool accessible by Windows and Mac users?
Is the tool / product of tool viewable in a variety of web
browsers?
Does the tool provide options that support necessary
compliance measures?
Will the tool be around for a while?
Is the data dependent on a third-party provider?
Does the tool have an API?

22. Criteria 2: Cost
Is the tool free?
Are there limits to data usage?
Is there a cost for additional users or features?

23. Criteria 3: Usability
Do you have to create an account to use the tool?
Is the tool easy to use?
Does the tool have a robust and easy to use Help
section?
Does the tool provider offer customer support? Is this
paid or free?
Does anything have to be downloaded and installed
on the computer to use the tool?

24. Criteria 4: Privacy & Intellectual Property
Does the tool protect your personal data?
Does the tool protect data submitted through the tool?
If data is shared, is it anonymous?
Does the tool allow you to retain sole IP rights to the
content you create?
Does the tool allow you to determine the copyright
status of the content you've created?
Can you save a copy of the product to your desktop for
archival purposes?

25. Criteria 5: Resource Management
Does the tool make it easy to track content submitted
through the tool?
Does the tool require training?
Does the tool provider manage training?

26. Criteria 6: Added Value
Can the tool be easily replicated with an internal
resource or hired contractor for the same budget?
Does the tool provide features that further our business
goals?
Does the tool provider customize the tool to meet our
needs?

28. Making the business case:
Tool
Value –( TRUE
cost + Risks
)

29. Switch cost considerations:
• Data import your business/industry
• Data export • Data limits
• Data sync • Expense, overages, minimums
• Data sources • Training time and costs
• Data freshness • Admin capabilities
• Support & customization • Bandwidth, speed, uptime, do
wntime
• Analytics
• Turnover of tech team and/or
• Reporting
account managers
• Platforms and environment
• Privacy policy and data usage
• Internal knowledge of tool
• User limits
• Tool builder’s knowledge of

30. I bet you’re tired of looking at
slides and tools, huh?

31. Now for something refreshing!

32. I like to make things simpler:
Get the spreadsheet:
http://outspokenmedia.com/seo/link-building-strategies-
spreadsheet/

33. So we made this:

34. Want it?
Follow Outspoken Media on Google+
Get the sheet:
http://bit.ly/KNdyIS

35. Thank you.
t: @Rhea
e: rhea@outspokenmedia.com
Get all of the SMX coverage:
http://outspokenmedia.com/blog/