gsu links&keywords analysis; websites, social communities & seo

15
Links & Keyword Analysis For Websites, Social Media Communities & SEO Jake Aull, GSU Social Media Marketing Course September 2011

Upload: jake-aull

Post on 13-May-2015

423 views

Category:

Education


1 download

TRANSCRIPT

Page 1: GSU links&keywords analysis; websites, social communities & SEO

Links & Keyword Analysis

For Websites, Social Media Communities & SEO

Jake Aull, GSU Social Media Marketing Course

September 2011

Page 2: GSU links&keywords analysis; websites, social communities & SEO

•  The Digital & Keyword Research Process

•  What to Analyze, & What Tools to Use

•  Applying the Digital Marketing Funnel & the Web Visitor Clickstream Journy

Topics of this Presentation

Page 3: GSU links&keywords analysis; websites, social communities & SEO

The Research Process

Page 4: GSU links&keywords analysis; websites, social communities & SEO

•  Content/Inputs: –  Brand measurement assessment

•  what’s easy to measure?

–  SEO goals discovery

–  Content/keyword analysis of site

–  Keyword research, analysis and comparison

Keyword Optimization – Process Inputs

Page 5: GSU links&keywords analysis; websites, social communities & SEO

•  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

Keyword Optimization – Initial Research Reports

Page 6: GSU links&keywords analysis; websites, social communities & SEO

What to Analyze, & Tools to Use

Page 7: GSU links&keywords analysis; websites, social communities & SEO

•  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

Link Building

Page 8: GSU links&keywords analysis; websites, social communities & SEO

•  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

Website Analytics

Page 9: GSU links&keywords analysis; websites, social communities & SEO

•  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

Back Links Analysis

Page 10: GSU links&keywords analysis; websites, social communities & SEO

•  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.

Back Links Analysis

Page 11: GSU links&keywords analysis; websites, social communities & SEO

Applying the Digital Marketing Funnel

& The Customer Journey Clickstream

Page 12: GSU links&keywords analysis; websites, social communities & SEO

SEO Funnel

Page 13: GSU links&keywords analysis; websites, social communities & SEO

Web Marketing Funnel

Page 14: GSU links&keywords analysis; websites, social communities & SEO

Web Marketing Funnel

Page 15: GSU links&keywords analysis; websites, social communities & SEO

•  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

Return-Visitor Journey/Value Chain