create the ultimate seo toolbelt | ralegh seo meetup | lee kennedy
TRANSCRIPT
Raleigh SEO Meetup“Create the Ultimate SEO Toolbelt” | September 15th, 2015
Lee KennedySearch Director, Coalmarch Productions
Twitter: @LeeLKennedyWebsite: leelkennedy.com
Twitter: @CoalmarchWebsite: coalmarch.com
What is the goal here?
Tools≠
automation“Woman in Hammock”
By savit keawtavee at FreeDigitalPhotos.net
Not just talking about “black hat” SEO
I’m talking about being a legit business.http://linksearching.com/top-10-black-hat-seo-tools/“If you ask me which [tool] is better to create an unlimited number of trusted backlinks [it’s X]. In 7 days, you can have tons of backlinks.”
What are we talking about?
Toolsas
catalysts
“Scientist Using Pipettes In Laboratory”By Photokanok at FreeDigitalPhotos.net
1.Awareness2.Productivity3.Efficiency
“Angry Gorilla Mechanic Spanner Cartoon”By vectorolie at FreeDigitalPhotos.net
Awareness=
Real-time reporting on SEO efforts.
“Alert Button Shows Danger Warning Or Beware”By Stuart Miles at FreeDigitalPhotos.net
Productivity=
Removing obstacles, preventing
distractions.“Overwhelmed With Too Many Tasks”By marcolm at FreeDigitalPhotos.net
Efficiency=
Spend your time on only
the most important
tasks. “Profit Magnifier Definition Means Company Growth Or Performance”By Stuart Miles at FreeDigitalPhotos.net
Awareness
AwarenessProblems you need to solve:
1. How is your website performing?
2. What is your goal for the campaign?
3. How will you determine success?
Tools to solve these problems:
1. Google Analytics
2. Search Console
3. Call Tracking Metrics
How is your website performing?
● ABC’s of GA (Acquisition, Behavior, Conversion).
● Internalize the health of your site(s).
Takeaway:Destroy spam! Add a hostname include filter.
Tool: Google Search ConsoleReport: Search Traffic > Search Analytics > Position by Device
What is your goal for the campaign?
Start with the goals of the business.
Communicate your goals with the stakeholders.
Takeaway:Get everyone to
participate. Create a dashboard.
Tool: Google AnalyticsReport: Custom Dashboard > “PPC QA”
How will you determine success?
Set SMART goals. Measurable + Timely.
Avoid working w/ people that won’t trust you.
Takeaway:Your home page should
not get the most organic traffic.
Tool: Google AnalyticsReport: Acquisition > All Traffic > Source/Medium > Medium by Landing Page
+524.81%Year-over-year change in Google Organic traffic since
launch.
Productivity
ProductivityProblems you need to solve:
1. How can you streamline project management?
2. How can you communicate efficiently?
3. How can you prevent mishaps?
Tools to solve these problems:
1. Basecamp, Asana
2. JIRA, Sortd
3. Slack, Hipchat
How can you streamline project management?No more “Where did I
put that?” b/c it’s searchable.
No more context switching.
Takeaway:Try a few, pick one, and
stick with it.Tool: Basecamp
Report: Homepage of “Coalmarch Marketing” project
How can you communicate efficiently?
Chat + file sharing + code formatting = win!
Great for employees working from home.
Takeaway:Make it fun! Share
personal photos, emoji, and gifs.
Tool: SlackReport: #cats channel
How can you prevent mishaps?
Document all the things! Follow ups, annotations.
Make checklists, set reminders.
Takeaway:If something
unfortunate does happen, get in front of it.
Tool: Sortd Gmail SkinReport: Homepage with custom lists: “To Do”, “Short Term”, “Long Term”
1.25 yrsFounding to $1,000,000,000 valuation for Slack (fastest company
ever).
Efficiency
EfficiencyProblems you need to solve:
1. How can you perform comprehensive research?
2. How can you implement changes effectively?
3. How can you analyze your progress?
Tools to solve these problems:
1. SEMRush, SimilarWeb, Majestic, Open Site Explorer, Screaming Frog + Excel
2. BuzzStream, BuzzSumo, Buffer, Hootsuite, MailChimp
3. Moz Pro, Moz Local
How can you perform comprehensive research?Don’t reinvent the
wheel for every SEO campaign.
Leverage your UVPs in existing, effective ways.
Takeaway:Find the
channel/website before it becomes popular.
Tool: SimilarWebReport: Overview / Referrals Report
How can you perform comprehensive research?
Tool: SimilarWeb + ExcelReport: HTML download, sorted by URL
Architecture + schema is growing in importance.
Get into the Knowledge Graph, new SERP types.
Takeaway:Wikidata is Google’s
latest KG storage site. Sign up!
How can you implement changes effectively?
Tool: BuzzSumoReport: Most Shared Report, Article + Infographics + Guest Post Content Types
Improve your content creation skills.
Build network of sites in your industry.
Takeaway:Get the entire team
together for content idea brainstorm.
How can you implement changes effectively?
Tool: BuzzStreamReport: Product Tour, Data Collection Preview
Forget about SEO when building relationships.
The smaller the site, the more it will mean to them.
Takeaway:Work as if you will “use”
the relationship in one year.
How can you analyze your progress?
Tool: Moz LocalReport: Published Listings Overview
The work you do now will help in 3-12 months.
Use a well-managed PPC campaign for now!
Takeaway:Experiment with
unfamiliar inbound channels!
How can you analyze your progress?
Tool: Moz ProReport: Search > Keyword Rankings Overview Report
Don’t just track “big head” keywords.
Focusing on continuing to push the flywheel.
Takeaway:Celebrate your wins,
learn from mistakes.
13.54%Average conversion rate for Coalmarch retainer clients, last 30 days.
Work smarter.Take breaks/naps.Be creative. It’s what makes you human.
We’re hiring!
Coalmarch Productions230 Fayetteville St #201Raleigh, NC 27601
Phone: 919-670-4996Email: [email protected]: @CoalmarchWebsite: www.coalmarch.com
Questions?
Thanks!