Digital analysis for industrial goods

Zen Fires Digital Marke0ng | [email protected]

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Jake Aull | Zen Fires Digital Marke0ng | SEO & Digital Consul0ng Services _____________________________________________________________________________________

Thanks in advance for giving my name in referral, & please check out my book WordPress SEO Success! JAKE AULL | ZEN FIRES | DIGITAL MARKETING SEO, SEM, Social Media, WordPress & Websites 404.259.5550 | [email protected] | @jakeaull Please post + reviews: Facebook.com/ZenFires Jake Aull is principal of Zen Fires; an SEO, web designer, branding digital strategist & good guy if I say so myself. I write digital marke0ng books for Pren0ce Hall, teach social media marke0ng/SEO at Georgia State University part-‐0me, have been cited in Atlanta Business Chronicle & am Chair for Atlanta Interac0ve Marke0ng Associa0on Search Marke0ng SIG.


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Digital Marke0ng Observa0ons & Recommenda0ons _____________________________________________________________________________________

Are you confident you have the best digital strategy for your market? Are you bea0ng the compe00on in the right places? Are you over-‐saturated in some digital channels & under-‐developed in others? How to know what to do? This session will tackle these cri0cal up-‐to-‐the-‐minute ques0ons with meaningful analysis, observa0ons & differen0a0on: 1. Who are your true digital compe0tors (via tools like SEMrush or KeywordSpy) 2. Keyword compe00veness (same tools) 3. PPC/ad spend (same tools) 4. Size of site (Google) 5. Digital user engagement & sen0ment (Social Men0on) 6. Social ac0vity 7. Quality of website backlinks (PR sites, associa0ons & trade shows, social media, etc., via Majes0cSEO or Alexa ) 8. Compe00veness via digital differen0a0on (niche keywords, blogging, etc.) 9. New media strategies: “My compe0tors aren’t in Periscope – is that where I win?” 10. Analy0cs: apples to apples Therefore, let’s analyze the industrial goods and supplies industry. A website that comes up for keywords surrounding ‘industrial supply’ is Grainger. Google has indexed 9M pages for Grainger, & the site goes back to 1996. Therefore how can we compete…

Zen Fires Digital Marke0ng | [email protected] 4

Site Analysis ___________________________________________________________________________________________________________________________________________________

Best prac0ces recommend to check your broken links periodically. Note that fixing your broken links not only helps your site in terms of UX, but also in SEO. Number of errors = 13


Site Analysis ___________________________________________________________________________________________________________________________________________________



Site Analysis ___________________________________________________________________________________________________________________________________________________

Search marke0ng is the largest source of traffic to the site (perhaps exposing opportuni0es from other channels?).


Site Analysis ___________________________________________________________________________________________________________________________________________________



Site Analysis ___________________________________________________________________________________________________________________________________________________

•  Grainger’s keywords, for both organic searches and PPC, tend to revolve around their brand name (42% branded traffic).

•  This represents good, posi0ve brand recogni0on. •  But it also represents opportuni0es for non-‐brand, product-‐related keyword SEO. •  Considering Grainger pays $24k per day (per day!) to buy brandname-‐related keyword PPC ads, there is

opportunity here. •  Grainger should be achieving everything they want for their brand name from organic/SEO (& their

primary organic keywords, like PPC, do revolve around their brand name). •  It’s 0me to inves0gate keyword strategies around products; give consumers what they want, not just

you and your brand.


Site Analysis ___________________________________________________________________________________________________________________________________________________



Inbound Link Analysis ___________________________________________________________________________________________________________________________________________________

Note that social media sites like Pinterest, YouTube and Reddit are heavy backlink sources, meaning that social media is an important source of inbound links for the site.


Inbound Link Analysis ___________________________________________________________________________________________________________________________________________________

Note that there are some very valuable backlinks from news and government sites; digital PR works for Grainger.


Google Page 1 SERP for ‘cement tesFng equipment’ results ___________________________________________________________________________________________________________________________________________________

Best prac0ces recommend to check your broken links periodically. Note that fixing only hel Number of errors = 13


Grainger Asphalt, Concrete and Pavement Instruments ___________________________________________________________________________________________________________________________________________________

Best prac0ces recommend to check your broken links periodically. Note that fixing


Site Pages Indexed

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Social Media Drivers to Website

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Interes0ng that more traffic comes from Facebook than YouTube and LinkedIn combined. Time to enhance a YouTube strategy? YouTube is great for SEO (not to men0on social media engagement).


Consumer men0ons about “Grainger” in social media. If Reddit rules, then a solid structure of content must be in place (par0cularly with so many posi0ve men0ons). But the “stock price” Tweets reveal a lack of Twiyer customer engagement strategy. As does the heavy role of Reddit, a social bookmarking channel, as opposed to social conversa0on channels like Facebook or LinkedIn. Why not meet and respond to customers where they are in social media engagement? (just don’t be a used car salesperson)


Social men0ons for keywords: Posi0ves only – Non related, photobucket mainly…


Keyword Nega0ves only – Non related, photobucket mainly…


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•  Recap: Upon analyzing the industrial goods and supplies industry, a website that comes up for keywords surrounding ‘industrial supply’ is Grainger.

•  The site has achieved long term accelerated growth in traffic. •  Google has indexed 9M pages for Grainger, & the site goes back to 1996. •  Since size (& longevity) are major SEO drivers, to compete, you would want SEOed pages to chip away toward 9M.

•  (especially since search marke0ng is by far the heaviest source of traffic to the website) •  So it's going to take a lot of content to compete with the likes of Grainger. •  However Grainger’s keywords, for both organic searches and PPC, tend to revolve around their brand name (42% branded traffic).

•  This represents good, posi0ve brand recogni0on. •  But it also represents opportuni0es for non-‐brand, product-‐related keyword SEO. •  Considering Grainger pays $24k per day (per day!) to buy brandname-‐related keyword PPC ads, there is opportunity here.

•  Grainger should be achieving everything they want for their brand name from organic/SEO (& their primary organic keywords, like PPC, do revolve around their brand name).


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•  It’s 0me to inves0gate keyword strategies around products; give consumers what they want, not just you and your brand.

•  As far as what SEO keywords are best for compe0ng, do a lot of keyword research to iden0fy the best long-‐tail (niche) keyword phrases to focus on.

•  For example, Grainger sells ‘concrete tes0ng instruments’ and ‘pavement tes0ng instruments,’ but despite the website’s size and longevity, it does not come up on Google page one for searches for ‘cement tes0ng equipment.’

•  Also, Grainger does not achieve a lot of web traffic via social media customer engagement in channels like Twiyer or LinkedIn.

•  Why not monitor keywords, like the above, in social media and engage in conversa0ons regarding cement tes0ng?

•  And focus social media, website and blog content around such keywords to come up in search results.

•  How? Some op0mized YouTube video demos on the topic would help in all spheres. •  Would you use social media to shop for cement tes0ng equipment? Maybe, maybe not – but would you watch video demos?

•  Meaning, here is a niche, or a long-‐tail strategy, for compe0ng with Grainger.

Digital Marke0ng Data & Observa0ons October 23, 2015

Jake Aull | Zen Fires Digital Marke0ng | 404.259.5550 | ZenFires.com | @jakeaull

Digital Analysis for Industrial Goods

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Digital analysis for industrial goods

Data & Analytics

Transcript of Digital analysis for industrial goods