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!


Analytics!


Creative!


Commerce!


Emerging Technologies!


Marketing Management!


Mobile!


Search!


Social!


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!


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


http://www.thinkwithgoogle.com/collections/zero-moment-truth.html!


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




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




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 !


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!


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!


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/


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/


•  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/


•  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!


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?


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






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!

Documents

SEO Tools of the Trade - Chris Hart