ses london 2012 - seo tools of the trade

Just Search / Getupdated• Description. The leading search marketing conference in Europe and

continues to get bigger and better year-on-year. Bringing together the industry's brightest minds and most seasoned practitioners.

• Learn how to optimise your web site for the most efficient crawling and indexing. Use keyword analysis to discover top converting words and phrases for optimum conversion.

• Make link building for super ranking at the major search engines second nature. Tackle local, mobile, video, analytics and social media like a marketing Ninja.

• In fact, become your own leading search marketing expert.

@theukseo

London | 20–24 Feb, 2012 | #seslondon

SEO Tools of the Trade


@theukseo

Solve• Help me solve a problem

Data• Help me find information I don’t know

Efficiency• Help me do my Job

EfficiencyData


@theukseo

“A Good SEO never blames his tools”

Solve

EfficiencyData


@theukseo

14 Tools in

Solve


@theukseo

Solve

“My Site is multi-lingual / Operates in Different markets”

1. See what Google looks like for other countries

2. Quickly view where a website is hosted and age

3. Use Google webmaster tool to give the correct Geo-location


@theukseo

Solve

“My Site is multi-lingual / Operate in Different markets”

4. Use Majestic SEO and export links by Country code

Majestic SEO | links by Country

USUKDE(blank)CAJPIEBRSECZ


@theukseo

Solve

“My Site dropped rankings and traffic?”

5. Copyscape can be used to identify other sites with your content

6. Use Google webmaster tool to check crawl errors404 issues / Malware.

7. Firebug is an essential tool for quickly reviewing codeLook for hidden text issue with the code.


@theukseo

Solve


8. Google Page speed allows you to quickly identify issues

9. Monitor uptime of your website to ensure there isn’t a server issue.

10. Xenu is a tool which allows you to spider your website


@theukseo

Solve


11. Download Data from Open site explorer and segment anchor text

0

2

4

6

8

10

12

14

16

Anchor Text variations

BrandKeywordMiscSpam

Anch

or T

ext V

aria

tions


@theukseo

Solve

“My Site has a low conversion rate!”

12. Find your sales objections and test them.

13. Test your suggestions with users

14. Split test your designs with Google website optimizer


@theukseo

Basics covered!lets have some fun

with Data

Data


@theukseo

“I need Data for Keyword Research”

Data


@theukseo

“Find alternate uses for tools”

Data


@theukseo

“Organic CTR”

Data

• 100 Websites• 2710 keywords


@theukseo

“Forecast Results”

Data

1. Take Adwords Exact Search Volume2. Add 8% - (For Other Search Engines)

3. Add 30% for Keyword Variations

4. Multiply by 65% - For Click to Organic and not Paid

5. Multiply by 5% - Average CTR for 1st Page

= VISITS +/- 10%


@theukseo

“Competitor Analysis – Links”

Data

Collect Data•Download links from Majestic SEO or OSE

Create Pivot Table

•Compare website link profiles quickly.

Visualise


@theukseo

“Competitor Analysis – Links”

Data

0

2000

4000

6000

8000

10000

12000

9876543210

Website

No.

of L

inks


@theukseo

“Competitor Analysis – Social”

Data

Collect Data•Download CSV of search queries from Social Mention

Categorise Data

•A Quick VLOOPUP can let you easily categorise data.

Create Pivot Table

•Quickly Compare your site against the competition

Visualise


@theukseo

“Competitor Analysis – Social Media”

Data

News

Social bookmarking

Video

Multimedia

Images

Social Networks

Micromedia

0 50 100 150 200 250 300

Social Mediums

No. of Mentions

Socia

l Med

ium

s

Unknowneprnetwork

theaquariusviewblackandblue_bands

jemswebtwtmarketingpro

SchoolofRockDirectorPiggycodekkambara

clickbankactivepolymath22

Digitalferret Compactdiscsnordic_metalhead

clickbankactivenowkennethkin58

123vouchercodessmile_hi

0 5 10 15 20 25 30 35

Top influencers

No. of Mentions

Socia

l Med

ium

s


@theukseo

Efficiency

Save Time

Save Resource

Enhance Work

More Money


@theukseo

“I need to pull all the data above together”

Efficiency


@theukseo

“Pages Indexed”

Efficiency


@theukseo

“Ranking Overview”

Efficiency


@theukseo

“Potential”

Efficiency


@theukseo

“Reporting”

Efficiency

Pay-Per-Click Jan-12Clicks 7,169Total Google Adwords spend £3,162 Conversion rate 6%Cost per conversion £6.32 Total conversions 500

SEO - organic search Jan-12Total non-brand search visits 4,717Non-brand keywords 2,657SEO spend £1,500 SEO conversion rate 5%SEO cost per conversion £4.93 SEO goal conversions 304


@theukseo

“Third Party tools are designed by Third Parties”• They have resource• Man power• Data

“However they can never truly meet all your needs and that you will have to fit around them and not the other way around”

EfficiencySolve


@theukseo

“Build your own!”

EfficiencySolve

You can find an API for most software!

SEO Tools of the Trade: Takeaways

1. Solve Problems – Tools to quickly Analyse, SERP’s for Multi Lingual use or Ranking drops.

2. Data – Quickly Segment Data from Majestic SEO or Social Mention and learn how to forecast

3. Efficiency – Tools such as Analytics SEO can help take away hours of work reporting and recording dat. – But you should always think about building your own!


@theukseo

ses london 2012 - seo tools of the trade

Technology

seslondonsolvemy site

seo cost

web site

visualiseyour site

seo conversion rate

data social mention

search engines3

easilydatacategorise