seo work portfolio as of 20/03/2013

N O R M A N P O N G R A C Z

SEO work portfolio

International SEO experience with off-page focus

Norman Pongracz

2 years of International SEO experience

Focused on Off-Page SEO and Social Media Optimisation

Understanding of SEO fundamentals and on-Page SEO factors

Knowledge of various SEO metrics and Tools

27 Greener House, London, SW4 6ND Mob: 07827 224368 E-mail: [email protected]

mailto:[email protected]

SEO activities participated

Off-page SEO (strategy formulation link building and

social media)

Keyword research, competitor analysis and link

profiling

On-page SEO (visitor tracking, landing pages, html

diagnostics)



Off-page Strategy Formulation


Formulated off-page strategy, which was the initial priority at Distinctly Digital, since the firm outsourced this activity before

Created step-by-step off-page guide, based around clients’ information input, website and competitor analysis, penalty analysis, generic link targets, link target research and acquisition strategies.

These strategies included broken link building, outreach networks, relationship building through forums and blogs, Google queries and alerts and strategic breakdown of clients’ industry

Updated strategies based on new industry best practices


Broken Link Building


• Offered list of broken links to website owners in exchange of a link on a relevant page to the clients’ website. •Used website analysis tools (Xenu, Check My Links Chrome Extension, Domain Hunter+) to find broken links, which were analysed in Open site explorer to find further link targets •Analysed relevant directories to find group of niche related broken links. •Success ratio (links built) between 10-15% before reminder, 13-20% after reminder with “quick and dirty” template.


Link building using product reviews

Offered swimwear, cigar and baby products for review for different communities by using blogger outreach networks (Blogger Link Up, Tots100), relevant forums (Britmums, UK Cigar Forum, UK Swimming Forum) and networking.

As a main link building strategy, more than 1400 bloggers contacted at Hello Baby and 120 agreed to review products. Cigar and swimwear products reviews were only one part of clients’ link building campaign.

Criteria for working with bloggers: geographical targeting, social presence, authority metrics and relevancy to client.



Link building through guest posting

Used blogger outreach networks (Blogger Link Up, Guestr, My Blog Guest, GuestBlogList.com) and forum discussions to find guest blogging targets

Approached authority websites through relationship building with comments and webmaster help

Constantly improved outreach e-mails and tested new formulas to build personal blogger pitch

Researched client’s business field and related websites to list suggested blogging topics

Criteria for working with bloggers: geographical targeting, social presence, authority metrics, relevancy to client



Link building through competitor analysis

Potential link partners identified and contacted by researching competitors

Measured online competition based on competitors’ link profiles and built industry insight to find new link opportunities



Link building through brands & communities

Contacted with suppliers and baby communities for one way authority links and two way reciprocal links

Directory submission on relevant sites

Promoted phone applications and blog articles

Built partnerships through forums



Link research using Google alerts and queries

Set up Google Alerts for competitor names, targeted keywords, brands, product categories and company blog headlines.

Created list of tailor made queries to find client related blogs, directories, guest posting opportunities and broken link targets



Link tracking

Analyzing the link building effort: indexing, link status (noindex, nofollow), content follow-up (correcting mistakes, requesting additional information), link juice measurement

Documenting links; follow-up for missing or broken links



Penalty analysis

Analysed clients’ websites and listed low quality links

Analysis conducted on monthly basis, to identify changes in link profile

Participated creating disavow files and tracked changes after the penalty was revoked



Updating social media profiles

Facebook management for SmartTag and Hello Baby Direct through Hootsuite and Raven SEO Tools

Updates with graph, quotes, questions and answers to enquiries; requesting links through twitter

Twitter management for Hello Baby Direct



Creating social media profiles

Collected LinkedIn best practice guide for Peachtree Telecommunications (focus on B2B aspects)

Created LinkedIn profiles for Peachtree Telecommunications, Facebook profile for SmartTag

Newsletter planning using HTML in Mailchimp



Publications and collections on Off-Page SEO

SEO round-up on the most interesting off-page articles: http://goo.gl/dIwgP

SEO from business consultant perspective: http://goo.gl/lFliv

Thesis work: Influence of link structure on SERPs of online nursery shops: http://goo.gl/Hn2W8

Scoop It (collection of off-page SEO related industry insight): http://goo.gl/DjbFE


http://goo.gl/dIwgP

http://goo.gl/lFliv

http://goo.gl/Hn2W8

http://goo.gl/DjbFE


D E F I N I N G A N D M E A S U R I N G O N L I N E N U R S E R Y A N D S E C U R I T Y A P P L I C A T I O N S M A R K E T

L I N K P R O F I L I N G , K E Y W O R D A N A L Y S I S O F P O T E N T I A L C O M P E T I T O R S

Keyword research and analysis

Competitor and keyword research for the security application market

Competitor research for SmartTag: defining relative market strength, significant keywords that drive traffic to the websites

Identifying potential problems and strengths of competitors’ products



Competitor and keyword analysis on online nursery market (Thesis topic)

Determined the relevant keywords to define online nursery market. Relevancy and frequency criteria considered as well

WordTracker

Search results Competition Average

volume

WordTracker

Score

Competition

(Adwords)

Local Monthly

Searches

(United

Kingdom)

1 baby clothes

58,800,000 0.96 39,500 498 0.97 450,000

2 maternity clothes

13,700,000 0.92 3,600 13 1 201,000

3 nursery furniture

4,530,000 0.87 480 115 1 40,500

4

prams

(pushchairs,

strollers)

11,200,000 0.95 27,100 370 0.29 450,000

5

baby changing

bags

3,920,000 1 8,100 5 0.8 27,100

6 baby shops

37,800,000 0.84 6,600 120 0.72 74,000

7 baby stuff

32,900,000 0.97 9,900 105 0.84 49,500

8 baby toys

47,600,000 0.92 1,000 212 0.13 246,000

9 cot beds

4,840,000 1 4,400 81 1 74,000

10 moses basket

1,610,000 1 8,100 87 0.94 90,500

Results Keywords

SemRush Google Adwords



Competitor link profiling to support off-page SEO strategy

Defining top 10 competitors using advanced operators based on the pre-determined keyword list

Analyzing competitors link profiles measuring how off-page SEO affects ranking

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Top 10 Online Nursery Shops



Analyzed various metrics, to determine which are the off-page SEO best practice

Authority metrics – Strong correlation with SERPs

PageRank and MozRank – Strong correlation with SERPs

Number of outbound links – Strong correlation with SERPs

Code to Content Ratio (C2C%) – No significant correlation founds

Top Level Domain – No significant correlation founds

A-Citation Rank (ACRank) – No significant correlation founds

The study reinforced some metrics and raised demand for further

investigation regarding other metrics.



-H T M L D I A G N O S T I C S

-L A N D I N G P A G E D I A G N O S I S

-T R A F F I C T R A C K I N G

On-page SEO

On-page SEO – site analysis, visitors tracking

HTML diagnostics to help define which pages can be further optimized

Title tags, keywords and 404 errors corrected on frequent basis

Identifying main landing pages, tracking which content attract the bulk of traffic

On-page analysis used as a value proposition in off-page work for the target websites



Various SEO tools mastered

Open site Explorer, Majestic SEO, Raven SEO tools (SEMRush) and Wordtracker database (link building, keyword and competitor research)

On-page tools: Google analytics, Adwords and webmasters tools, Xenu

Mailchimp (e-mail marketing) and Hootsuite (twitter and Facebook management)

Google advanced operators (competitor and link research) and Google non-personalized search filter

Free tools (link diagnosis tool, alexa.com, klout, link assistant for link building)

Neil Bosma’s SEO tools for Excel Various SEO extensions for browsers (SEO quake, Domain

Hunter+, Check My Links, Mozbar)



seo work portfolio as of 20/03/2013

Career

broken link building

main link building strategy

generic link targets

link target research

seo fundamentals

seo activities

page seo visitor tracking

brokenlink building