@gShiftLabs @JRiddall@gShiftLabs @JRiddall

Drive More Businesswith

Data-Driven Client and Competitive Insights

Jeff Riddall – Director of Product Strategy

www.gshiftlabs.com

@gShiftLabs

@gShiftLabs @JRiddall

hello

• Director of Product Strategy at gShift

• 15 years of Web marketing experience

• 5 years with gShift• Blogger • Social Media Addict• Hockey Dad

jeff.riddall@gshiftlabs.com@Jriddall on Twitter

@gShiftLabs @JRiddall

about gShift

SaaS Web Presence Analytics and SEO Software Platform for Agencies and Brands

We gather billions of data points for thousands of web presences across 25+ countries.

We strive to make your marketing life easier by bringing all of the content data, insights and reporting you need to make actionable decisions under one

umbrella.

@gShiftLabs @JRiddall

agenda

• Setting the stage with your client/prospect or superior• What data do you need to start• Running an SEO Audit• A Few Words About Keyword Research• We Repeat – Content is King• Is Social in the Mix?• Competitive Analysis• Key Takeaways

@gShiftLabs @JRiddall

where do we begin?

• Lead with Web presence• Online authority is defined by

relevance, reach and engagement– Is the audience finding,

clicking, reading, liking, sharing your content?

• Propose an initial Audit/SWOT analysis– Keywords– Content– Backlinks– Social– Competition

@gShiftLabs @JRiddall

what data do we need to start?

• Client Domain

• 5-10 Base Keywords

• Known Competitors’ Domains

• Social Accounts

• Analytics (if available)

@gShiftLabs @JRiddall

Running an SEO Audit • Technical Analysis

– Titles, Headings, Meta Descriptions, Image Alt Tags, URLs, Links, Errors

– Too Long, Too Short, Missing or Duplicated

– Use this to review keywords

@gShiftLabs @JRiddall

which keywords?• Identify keywords with relatively high monthly search volumes and for which the client

maintains some visibility/authority – opportunities to optimize and drive relevant

• Keyword Research never stops – de-emphasize individual keywords and focus on topical keyword groups

@gShiftLabs @JRiddall

predicting traffic boosts

@gShiftLabs @JRiddall

which content?• Identify and focus on content which is relatively strong (has authority) and then move to

content which should be visible, but lags behind (needs to establish authority)

@gShiftLabs @JRiddall

do backlinks still matter?• YES!

• But they can’t be bought

• Relevance and authority are key

@gShiftLabs @JRiddall

do backlinks drive traffic?

@gShiftLabs @JRiddall

social audit

• Reach– Where is the audience?

• Engagement/Authority– Is content being Read, Liked, Shared, Clicked?

• Frequency– How often is content being posted?

@gShiftLabs @JRiddall

competition

• Competitor Discovery– First you need to understand who the real competitors are

• Competitive Site Audit– Focus on what keywords and content are being used or the competitor

appears to be optimizing for

• Share of Voice, Visibility or Keyword Position Comparison

• Competitive Keyword and Content Research– What do they appear to be optimizing for?

• Backlinks Comparison– Lead with quantity, but focus on quality

• Competitive Social Audit– How active are they and where?

@gShiftLabs @JRiddall

key takeaways

• Conduct a Web presence SWOT Analysis around topical keywords, content, backlinks and social

• Identify 1 or 2 online competitors and where the client is lagging behind

• Prepare your pitch backed by data delivered in pre-formatted, branded reports

@gShiftLabs @JRiddall

thank you

Additional Resources

Today’s Presentation on Slideshare

Get a Sample SEO Audit

Other gShift Resources

http://gshift.it/resources-jan16