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Transcript of SEO Tools of the Trade - Chris Hart
SEO Tools Of The Trade!
From Tools To PlatformsCrossing The Big Data Divide!
12 years as an in-house SEO in the B-2-B Technology Publishing Industry !!8 years consulting for various agencies!!SEO experience in strategy, operations, business development, client services, project management for digital/social/mobile/content marketing campaigns!!
Christopher Hart!Head of Enterprise, US !
BIO!
What We Will Cover!
!• WHAT WAS COVERED IN 2013!• THE REALITY OF THE MARKETING LANDSCAPE
!Quote From Brian Clark At SMX West 2014 !Big & Small Business Marketing Technologies !Digital Marketing Transit Map ! !Ad Technology, Analytics, Creative, Commerce, Emerging Technologies!
! !Marketing Management, Mobile, Search, Social !• SEO – WHAT HAS CHANGED IN 2014
!Pandas, Penguins, Hummingbirds… Oh My!!• SO WHAT IS A “THEORETICAL USER JOURNEY”!• STORY ARC !• THEORETICAL USER JOURNEY + STORY ARC !• TOOLS TO PLATFORMS
! !Algorithm Change History And Volatility, SERP Rank Tracking!! !Technical !“Webmaster Tools”, Keyword Research, Structured Data!! !Page Speed/Performance/Site Monitoring, Link Data And Analysis!! !Social “Listening Platforms, Reach Platforms, Depth Platforms”!! !Illustrated It Looks Like This!! !Multi-Channel - A/B Testing - Content Marketing - Outreach!
• SO HOW DOES THIS ALL WORK !SEO/Content Marketing Platforms !Don’t Forget These Too !
• Contact Info !
WHAT WAS COVERED IN 2012!
What Was Covered In 2012!
Taylor Pratt delivered back in January 2012!http://www.slideshare.net/raventools/tools-of-the-trade-seo-edition!
THE REALITY OF THEMARKETING LANDSCAPE!
Quote From Brian Clark At SMX West 2014!
“As an industry, we are just about at the end of stupid.”!
!Brian Clark!
SMX West 2014!
Big & Small Business Marketing Technologies!
http://marketingland.com/big-small-business-use-marketing-technologies-one-exception-74000!
Digital Marketing Transit Map!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Ad Technology!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Analytics!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Creative!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Commerce!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Emerging Technologies!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Marketing Management!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Mobile!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Search!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
Social!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!
SEO – WHAT HASCHANGED IN 2014!
Pandas, Penguins, Hummingbirds… Oh My!!
SO WHAT IS A “THEORETICAL USER JOURNEY”!
Time From Discovery à Through Latency à To Conversion!
Marketing Channels!
Touch Points
Theoretical User Journey!
Time From Discovery à Through Latency à To Conversion!
Paid Social Marke4ng Channels
0
3
1
4
2
5
Organic
Touch Points
ZMOT!Is when users are thinking of a need before they look for an answer!
Zero Moment Of Truth
Theoretical User Journey!
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html!
Time From Discovery à Through Latency à To Conversion!
Paid Social Marketing Channels!
0
3
1
4
2
5
Organic
Touch Points!
Discovery!Is the first time they touch your brand no matter through what channel!
Discovery
Theoretical User Journey!
Time From Discovery à Through Latency à To Conversion!
Paid Social Marke4ng Channels
0
3
1
4
2
5
Organic
Touch Points
Latency!The length of time from discovery to conversion!
Over ‘some’ number of touch points across multiple channels!Many times touching the same channel multiple times!
2 3 5
Theoretical User Journey!
Time From Discovery à Through Latency à To Conversion!
Paid Social Marke4ng Channels
0
3
1
4
2
5
Organic
Touch Points
Zero Moment Of Truth
Discovery
2 3 5 $
Conversion!When a purchase is made no matter at which channel!
With all channels that were touched having had some contribution to the conversion !
Theoretical User Journey!
STORY ARC!
Time From Discovery à Through Latency à To Conversion
Marke4ng Channels
0
3
1
4
2
5
Touch Points
The messaging and communica4on with your users at different 4mes and
different channels
Story Arc!
Time From Discovery à Through Latency à To Conversion
Marke4ng Channels
0
3
1
4
2
5
Touch Points
There are many “Story Arcs” that
are part(s) of a successful marke4ng campaign
Mul4 Channel / Mul4 Touch Point APribu4on
Marke4ng Automa4on
Story Arc!
THEORETICAL USER JOURNEY + STORY ARC!
Time From Discovery à Through Latency à To Conversion
Sales Funnel via Persona(s) and Marke4ng Channels
Intro Contact Lead Qualified Proposal Contract
Paid Paid Organic Social Organic $
Organic Paid Social Social $
Social Social Paid Organic Paid $
Organic Social Paid $
Paid $
There are many “Story Arcs” rela4ve to your Audience Persona(s) that are part(s) of the User(s) journey
That lead to a successful marke4ng campaign
Theoretical User Journey + Story Arc!
Person
a (s)
TOOLS TO PLATFORMS!
Algorithm Change History And Volatility!
Tool URL
MOZ www.moz.com/google-‐algorithm-‐change www.mozcast.com/
SERPs www.serps.com/tools/vola4lity
Algoroo www.algoroo.com/
Barracuda www.barracuda-‐digital.co.uk/panguin-‐tool/
Algorithm Change History And Volatility!
SERP Rank Tracking!
Tool URL
Authority Labs www.authoritylabs.com
Advanced Web Ranking www.advancedwebranking.com
SERPs.com www.SERPs.com
Rank Ranger www.rankranger.com
SerpScan.com www.SerpScan.com
Rank Tracker (moz) www.seomoz.org
Linkdex www.linkdex.com
What triggers the need for SERP Rank Tracking Keyword Research Exis4ng Projects / New Projects Social listening Posi4ve / Nega4ve Sen4ment Tradi4onal PPC and Paid Social
Technical “Webmaster Tools”!
Tool URL
Google www.google.com/webmasters/tools/
Bing www.bing.com/toolbox/webmaster
• Search Queries / Impressions / Clicks / CTR / Average Posi4on • In GWT – view data “With Change”
While you're in the Search Queries sec4on, ac4vate the "With Change" buPon. This shifs the perspec4ve and shows your current sta4s4cs as well as looking at your change in performance over 4me.
• Dive into individual keywords to discover top pages performing for those terms • Gather Authorship informa4on • Disavow • Understand how many pages are in the Google index • What is seen as duplicates or non-‐canonicals
Keyword Research “Not Provided ?”!
Tool URL
Keyword Discovery www.keyworddiscovery.com
SEMrush www.semrush.com
AdWords KW Planner www.adwords.google.com/ko/KeywordPlanner/Home
Word Stream www.wordstream.com/
Word Tracker www.wordtracker.com/
Ubersuggest www.ubersuggest.org/
KwMap www.kwmap.net/
• Learn to love that “Not Provided” is 100% • Sample mul4ple data tools “know the sources” • Do NOT build KW groups that are just head terms • Understand your audience persona “you will hear this phrase a lot”
à Keywords are no longer just about your site KW: Lists/Groups: Brand, Product, Industry, Compe4tor, Reputa4on, Discovery, Conver4ng, Informa4onal etc… (Think Hummingbird)
Keyword Research “Don’t Forget The Dictionary”!
Tool URL
The Free Dic4onary www.thefreedic4onary.com/
Rhymezone www.rhymezone.com/
Synonym www.synonym.com/
Cambridge Dic4onaries www.dic4onary.cambridge.org/us/
Meta Glossary www.metaglossary.com/
Thesaurus www.thesaurus.com/
Merriam Webster www.merriam-‐webster.com/
Urban Dic4onary www.urbandic4onary.com/
• Use suppor4ng terms and phrases • Use terms specific to your audience before they discover/know your brands • Make sure KW research is part of a content strategy that is relevant to your users
and not just relevant to a marke4ng/product speak strategy
Keyword Research “Don’t Forget Google”!
Keyword Research!
Google Sets (moved to Drive/Sheets) Drive -‐-‐> Spreadsheet -‐-‐> enter terms in column
Type shirt in A1 Type shoe in A2 Type pants in A3
Highlight the three cells and then press Ctrl (or Op4on for Mac) Drag the selec4on down
Structured Data!
Tool URL
Google WMT hPps://www.google.com/webmasters/tools/richsnippets
Schema hPps://schema.org/
Open Graph hPp://ogp.me/
Raven Tools hPp://schema-‐creator.org/
KnowEm Tool hPp://smo.knowem.com/
Explore the connec4on between hPp://www.freebase.com/ and your structured data
Page Speed/Performance/Site Monitoring!
Tool URL
Pingdom www.pingdom.com
Server Density www.serverdensity.com
Loggly www.loggly.com
Competitive Intelligence/Analysis “Market Research”!
Tool URL
SEMrush www.semrush.com
AdGooroo www.adgooroo.com
Hitwise www.experian.com/hitwise/
The Search Monitor www.thesearchmonitor.com
Nielson www.nielsen.com/us/en/nielsen-‐solu4ons.html
ComScore (Media Matrix) www.comscore.com/Products/Audience_Analy4cs/Media_Metrix
Quant Cast www.quantcast.com
SpyFu www.spyfu.com
• What are your compe44ve intelligence objec4ves • Map out and agree to a research method • Construct your data collec4on process/sources • RAS Review Analyze Summarize • Develop your baseline/benchmark
Link Data And Analysis!
Tool URL
Majes4c SEO www.majes4cseo.com
Google Webmaster Tools www.google.com/webmasters/tools
Ahrefs www.ahrefs.com
Open Site Explorer www.opensiteexplorer.org
Screaming Frog SEO Spider www.screamingfrog.co.uk/seo-‐spider/
LinkDetox By Link Research Tools
www.linkdetox.com/
Linkdex www.linkdex.com/
• Domain strength / Page Strength • Same IP (Coming From) • Linking Root Domain URLs • Linking Distribu4on across unique pages • Keyword usage
Social “Listening Platforms”!
Tool URL
APensity www.aPensity.com/products/
Converseon www.converseon.com/miner
Lithium Technologies www.lithium.com/products-‐solu4ons/
Networked Insights www.networkedinsights.com/
Radian6 www.salesforcemarke4ngcloud.com/products/social-‐media-‐listening/
SDL www.sdl.com/
Synthesio www.synthesio.com/corporate/en
Visible Technologies www.visibletechnologies.com/product/visible-‐intelligence/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Listening pla0orms support Marketers’ planning and intelligence • Social listening platorms help marketers plan their programs • These tools aggregate social content and analyze social data to uncover insights
and drive intelligent marke4ng planning
Social “Reach Platforms”!
Tool “social adver7sing vendors”
URL
Kenshoo Social www.kenshoo.com/products/kenshoo-‐social/
Op4m.al www.bn.co/ads/splash/
salesforce.com (social.com)
www.salesforcemarke4ngcloud.com/products/social-‐media-‐adver4sing/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
Tool “word-‐of-‐mouth pla0orms”
URL
Extole www.extole.com/
Klout www.klout.com/s/business
Zuberance www.zuberance.com/
• Social reach pla0orms help marketers use social media to find new audiences • These tools help create and spread content that lets new customers discover a
marketer’s products and services
Social “Depth Platforms”!
Tool URL
Acquia www.acquia.com/
Bazaarvoice www.bazaarvoice.com/
Get Sa4sfac4on www.getsa4sfac4on.com/corp/
Jive Sofware www.jivesofware.com/
Lithium Technologies www.lithium.com/
Livefyre web.livefyre.com/
Mzinga www.mzinga.com/
Pluck www.pluck.com/
Telligent Systems (now Zimbra)
www.zimbra.com/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Social depth pla0orms help marketers add social tools to their own sites • These tools build social content and experiences into marke4ng sites, offering the
depth that customers seek when exploring products and services
Social “Relationship Platforms”!
Tool URL
Adobe hPp://www.adobe.com/solu4ons/social-‐marke4ng.html
Hearsay Social hPp://hearsaysocial.com/
salesforce.com’s Buddy Media
hPp://www.salesforcemarke4ngcloud.com/products/social-‐media-‐publishing/
Shoutlet hPp://www.shoutlet.com/
Socialware hPp://www.socialware.com/
Spredfast hPp://www.spredfast.com/
Sprinklr hPp://www.sprinklr.com/
Syncapse hPp://www.syncapse.com/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Social rela7onship pla0orms help marketers leverage third-‐party social sites • These tools engage a company’s exis4ng customers by publishing marke4ng
content on sites such as Facebook and TwiPer as well as by allowing marketers to monitor and respond to user posts on those sites
Illustrated It Looks Like This!
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
Multi-Channel - A/B Testing - Content Marketing - Outreach!
Tool URL
Convertro www.convertro.com
MarketShare www.marketshare.com
Sitespect A/B www.sitespect.com
Multi-Channel Attribution A/B Testing!
Content Marketing and Outreach!Tool URL
Rapportaive www.rappor4ve.com
BuzzStream www.buzzstream.com
Linkdex Influencer /Authorship / Networks
www.linkdex.com
SO HOW DOES THISALL WORK?!
Quick Recap:!I work for this company!
SEO/Content Marketing Platforms!
Tool URL
Linkdex www.linkdex.com
Raven www.raventools.com
Conductor www.conductor.com
BrightEdge www.brightedge.com
Search Metrics www.searchmetrics.com
Rio www.covario.com
SEO Clarity www.seoclarity.net
So How Does This All Work At The Platorm Level?
SEO/Content Marketing Platforms!
Mapped Page = Page you expect/want to rank or the page that already is ranking Tag examples = Brand, Product, Nega4ve/Posi4ve Terms, Persona Terms, Etc … Any word that can be used to group a set a keywords together
Start by developing a baseline with rank checking
SEO/Content Marketing Platforms!
SEO/Content Marketing Platforms!
SEO/Content Marketing Platforms!
SEO/Content Marketing Platforms!
SEO/Content Marketing Platforms!
Don’t Forget These Too!
Tool URL
BI Tools www.origamilogic.com www.ubervu.com
Customer Intelligence www.kissmetrics.com www.crazyegg.com
Influencer Discovery www.traackr.com www.getliPlebird.com www.peerindex.com www.buzzsumo.com www.keyhole.co www.kred.com
Content Performance www.gshiflabs.com
Christopher Hart!Head of Enterprise, US!!E-mail: [email protected]!!Twitter: @chris_hart!!LinkdedIn: linkedin.com/in/christopherhart!
Contact Info!