GSU links&keywords analysis; websites, social communities & SEO
Transcript of 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
• 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
The Research Process
• 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
• 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
What to Analyze, & Tools to Use
• 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
• 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
• 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
• 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
Applying the Digital Marketing Funnel
& The Customer Journey Clickstream
SEO Funnel
Web Marketing Funnel
Web Marketing Funnel
• 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