The document outlines essential tools for SEO, emphasizing their importance in driving online traffic and improving website performance. It discusses various SEO resources, including Google Webmaster, Google Analytics, Google Keyword Tool, and others, highlighting their functionalities and benefits. Additionally, it addresses the integration of social media in SEO strategies and the necessity of fresh content for effective content marketing.

1. Top Tools in Your SEO Tool Kit
Denise Cowan, Digital Marketing Manager
& Lea Glover, Digital Marketing Executive
The Web Bureau Ltd
www.thewebbureau.com | info@thewebbureau.com
@thewebbureau
facebook.com/thewebbureau
linkedin.com/in/thewebbureau

2. Who We Are
The Web Bureau is an award
winning digital agency
We specialise in...
• Engaging Website Design
• Effective Ecommerce Delivery
• Customised Content Management Systems
• Creative Digital Marketing Strategies
• Interactive Digital Training and Mentoring

3. What is
SEO?

4. Why Is SEO So Important?
• You are targeting a mass market that is actively
searching for YOUR Products & Services

5. Why Is SEO So Important?

6. Background to SEO
• People use search engines: 2.7 billion visits to
Search Engines in December 2012 by UK internet
users
• Most people use Google: 9 out of 10 searches in
the UK are conducted on Google
• Search & Buy: 1 in 5 searches ends up on a retail
website
• Searchers don’t look far: Only 7% of Internet
users look past the first three pages of search
results
• Social Media is part of everyday life now: Most
searched for term in the UK is.... ‘Facebook’

7. SEO
Tools

8. Google Webmasters
• Free Service for Website managers
• Verify your site ownership
• Monitor the health of your website
• Submit and check sitemap
• Identify internal, external & broken site links
• View keywords people used to find your site
• Identify crawl errors & check site speed
• ‘Fetch as Google’ - allows you to see a page
as Google sees it
• Manage geographic targeting
Resources: http://support.google.com/webmasters/

10. Google Analytics
• Measure website performance
• Detailed Statistics about website traffic and sources
help to identify where to focus your SEO efforts
• Create customised reports
 Identify keywords driving traffic to your site
 Identify most engaging content, popular pages -
number of visits, average visit duration, bounce
rate, percentage of new visits
 Audience demographic s -
country, language, browser behaviour
 Segment visitors from search engines, direct
visits, social network referrals & other referring sites
 Conversion tracking shows goal completion - track
newsletter sign-ups, enquires on a contact
page, sales & drop off points on e-commerce
websites
Resources: http://support.google.com/analytics/

12. Google Keyword Tool
• Used for organic and paid search research
• Removes the guess work - no point ranking for
words people don’t search for
• Helps eliminate over-use of internal or
industry jargon
• Provides valuable insights into how users
search online
• Indicates popularity and competitiveness of
keywords that are relevant to your business
• Provides additional suggestions you may not
have considered
• Identifies related keywords
• Filter list by category, country, language and
devices
Resources: https://adwords.google.com/o/KeywordTool

13. Google Keyword Tool Dashboard

14. Google Trends
• Formerly Google Insights & Trends were
separate, now amalgamated into one
• Tool for performing keyword research –
complements Google Keyword Tool
• Identifies hot topics, searches and
emerging trends
• Related keywords based on popularity
• Great for SEO content creation – identify
topical themes for blog posts
• Basing your content on what people are
searching for will boost rankings!
• Can help define advertising messages
• Regional and seasonal insights
• Help define new markets
Resources: www.google.com/trends/

15. SEOMoz Open Site Explorer
• The search engine for links
• Search engines look at links to determine a
website’s popularity and authority
• Higher authority = higher rankings & traffic
• Identifies links pointing to your website
• Highlights broken links
• compare competitor links
• Filter information by top pages, linking
domains and anchor text
• CSV export reports
• New feature called ‘just discovered’ shows
new links as fast as 4 minutes old!
• *Limited access as guest user
Resources: www.opensiteexplorer.org

16. Microsoft IIS SEO Toolkit
• Make your website more search engine
friendly!
• Large site crawl
• Discover common website issues
• Canonical errors - duplicate content
• Title Tags – missing, too short/long
• Meta Descriptions – missing, too
short/long
• H1 tags missing
• Alt tags on images - missing
• Coding errors – invalid mark-up
• Unnecessary redirects
• Enables you to take action and optimise it
better
• Provides recommendations and guidance
Resources: www.iis.net

17. Link Assistant Rank Checker
• Reports can be set up to check your search
engine rankings
• Shows if your site moved up or down in
search results
• Suggests other relevant keywords
• Supports 341 different search engines
• Competitor tracking – Compares up to 5
websites at once
• Saves time!
Resources: www.link-assistant.com/rank-tracker/

18. Google Alerts Tracking
• Your articles
• Competitors articles
• Competing websites
• Keywords
• Product reviews
• FAQs
Resources: www.google.co.uk/alerts

19. Social Optimisation Tools
• Google +
• YouTube
• Pinterest
• Facebook
• Twitter
• LinkedIn
2010: Matt Cutt's announced that Google
definitely uses social signs in calculating
rankings.
2012: The Year That SEO and Social Media Got
Married
Social search ultimately relies on people and not
algorithms

20. Content Distribution Channels
Content Marketing
• Fresh content on website blog. Very
Important!
• Guest Blogging
• Article Submission Sites
• Online PR Submission
• Industry News Sites
• PDF Document Sharing
• PowerPoint Presentation Sharing
• Email Marketing

21. Visual Content Marketing to Grow in 2013

22. Signal Signals on Open Site Explorer

23. Further Reading
Online
Books • Matt Cutts (Google Blogger)
 www.mattcutts.com
 McDonald, Jason (2012),
SEO Fitness Workbook, • Search Engine Land
Your Step-by-step Guide to  http://searchengineland.com
Dominating Google and Bing • SEO Moz
 www.seomoz.org/blog
• SEO Book
 Enge, Eric et al. (2012),
 www.seobook.com/blog
The Art of SEO,
Second Edition • SE Round Table
 www.seroundtable.com
(Eric Enge, Stephan
Spencer, Jessie Stricchiola & Rand • State of Search
Fishkin)  www.stateofsearch.com
• Smart Insights
 www.smartinsights.com/blog
• E-Consultancy
 http://econsultancy.com/uk

24. Top Tools in Your SEO Tool Kit
Denise Cowan, Digital Marketing Manager
& Lea Glover, Digital Marketing Executive
The Web Bureau Ltd
www.thewebbureau.com | info@thewebbureau.com
@thewebbureau
facebook.com/thewebbureau
linkedin.com/in/thewebbureau