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The SEO Audit Toolbox
BrightEdge
BrightEdge
The Good The Not so Good
BrightEdge
• Organic Traffic, Keyword Tracking, Project Management, Reporting & More, All in One Package
• Efficient Tracking & Evaluation for 1000+ Page Sites
• Data Cube: Keyword Tool and Competitor Rankings, All Keywords Ranking 1-100
• $$$$ & Yearly Contracts
• Number of Keyword Tracking Limitations
• Not Plug & Play, Requires Longer Setup
Good For Ecommerce, Multi Location and Enterprise Level Sites
Semrush
Semrush The Good The Not so Good
• Regularly Updated Rankings for All Search Terms in Positions 1-100
• Assign “Dollar Value” to Organic Rankings (How Much Would it Cost to Buy The Traffic via PPC)
• Domain vs Domain vs Domain vs Domain Comparison
• $69.95 - $549.95 Per Month Depending on Package
• Doesn’t Take Google Places into Account in Rankings
• Organic Traffic Data Can be Way Off from Google Analytics
Good For Quick Competitor Analysis & Site Overview
Word Cloud
Word Cloud The Good The Not so Good
• Not Java based like Worddle (Works with Chrome)
• What is The Content Really About?
• Free
• Will only look at < 1,000 Unique Words
• Can’t Export as a JPG or PNG Easily
• Site Can be Finicky
Good For Analyzing 100-1000 Word Blocks of Content
Lucky Orange
Lucky Orange
Lucky Orange The Good The Not so Good
• Records Every Click, Mouse Movement, Keystroke & Interaction
• *** Out Keystrokes, Does Not Record User Info like CC #’s
• Heat Maps, Form
Abandonment, Live Chat
• Can Slow a Site Down
• $10 - $100+ Per Month
• Package is Based on Page Views, Can Burn Through Them With a Bigger Site Good For Evaluating
Conversion & Diagnosing Usability Issues
GTmetrix
GTmetrix
GTmetrix The Good The Not so Good
• Instant Breakdown of Page Load Time, Size & Requests
• Waterfall Breakout to Pinpoint Bottlenecks
• Free (Paid Pro Version Available)
• Displayed Load Times Can Bounce Around Quite a Bit
• Blanket Recommendations
• Issues Sometimes with https Sites
Good For Evaluating Page Speed & Server Response Time
Screaming Frog
Screaming Frog
The Good The Not so Good
• Titles, Meta & Subheadings
• 301’s, 302’s, & 404’s • Alt Image Tags
• Only Crawls 500 URLS in Free Version
Screaming Frog
Good For Quick Site Overview of Page Titles & Meta Descriptions
Majestic
Majestic The Good The Not so Good
• Quick Overview of Link Profiles
• Anchor Text Distribution
• New Additions Daily
• Free Version is Very Limited Plans start a $50 per Month
• No Function for Building A Disavow File Directly From Tool Like In Ahrefs
Good For Link Profile Overviews & In Depth Audits
Resources & Reference
BrightEdge http://www.brightedge.com/ Semrush https://www.semrush.com Word Cloud http://www.abcya.com/word_clouds.htm Lucky Orange http://luckyorange.com/ GTmetrix https://gtmetrix.com/
Screaming Frog https://www.screamingfrog.co.uk/seo-spider/ Majestic https://majestic.com
May 12 & 13, 2016 | Breckenridge, Colorado
Promoting your promotions
Tiered Link Building
• Most “link builders” are creating and taking advantage of link opportunities
• Directories • Social Networking • Social Media • Contribution / Guest Blogging • You do SEO so you probably know 1,000s of properties to
create valuable links at, right?
What is tiered link building?
This would be the
Tiered link building goes a little further than just building T1 links directly linking to the site. Once a Link is built.
What is tiered link building?
This would be a link, built however you like.
This is your target site.
This would be the
After building a set of T1 properties, you will have the beginning of a T1 network (Tier 1)
T1 Network
This would be the
T1 Network
Start building links to your other Properties. This will increase the Popularity of your T1 properties.
• Duplicating grass roots organic popularity for page rank
Why bother with tiered link building?
• Increases indexation of target page
• Lower tiers can be manipulated for keyword direction
• Duplicating grass roots organic popularity for page rank
Why bother with tiered link building?
• Increases indexation of target page
• Lower tiers can be manipulated for keyword direction
• Increases popularity of T1
What does this accomplish?
• Increase indexation rate
• Optimize well known properties (parasite SEO)
Results
The campaign above was completed with links all built manually/automated No purchased / leased links
• Building trust and the reputation of your site
Benefits of Tiered Link Building
• Building trust and reputation of links that you control
• Little Tier 1 action (you can accomplish huge rankings with a small amount of links)
Benefits of Tiered Link Building
Benefits of Tiered Link Building
This video was optimized Using very little T1 links With a 6 Tier Link Building Profile.
Making Good Turns in SEO: 3 Insights from a Google Engineer
o VP of Product & Strategy @ Volume Nine
o SEO
o Marketer
o Skier
o A guy often frustrated with Google.
Hi, I’m David
I love tangible directions.
Google is vague.
I love tangible directions.
Meet Paul Haahr
How Google Works: A Ranking Engineer’s
Perspective:
http://www.stateofdigital.com/how-google-works/
It’s not very often Google teaches us
new tricks.
Mobile isn’t the future. Mobile is now.
Insight #1
Mobile = Majority of Search Queries (Duh!)
But the gap is going to widen.
Ways Google is Going Mobile-Centric:
o SERP Experiments = Majority Mobile
o User’s Location = Different SERPs
o Mobile Site Speed = Crucial (i.e. AMP Pages)
o Google Quality Raters = Mobile First Focus
Google Quality Raters = Mobile First “Needs Met rating asks raters to focus on mobile
users needs and think about how helpful and satisfying the result is for the mobile users.”
Example: Satisfying Results
David’s Lesson Learned - Mobile
In everything we do, we need to start with mobile and work outwards.
Google cares deeply about the quality of content. Websites MUST nail ‘E-A-T’.
Insight #2
What is E-A-T? Expertise Authority
Trust
So, how good is your content?
Low Quality Pages
• Not much main content
• Author is not an authority or expert
• Negative site-wide reputation
• Is primarily text-based
• Secondary Content is distracting (i.e. Ads)
High Quality Pages
• A lot of main content
• Demonstrates E-A-T
• Good site-wide reputation
• Uses different mediums
• Has a “satisfying amount” of high quality content
The “Don’t Suck” Test The “Me” Test
Two Quality Tests
Be honest, is this content actually any good?
Would you engage with this content on your own time?
David’s Lesson Learned - Quality
SEOs need to think of better ways to tactically evaluate content quality. It is easy to see that
your content sucks but hard to convince a client their content sucks.
Google is obsessed with properly
matching search intent to search
results.
Insight #3
Google’s Needs Met Scale
Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
“Does a page usefully answer a user’s query?”
The Future of Relevancy
Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
Queries, not Keywords
Customization, not quantity
Learning, not Algorithms
Lead with a relevancy story. We need to obsess over what the
user actually wants.
David’s Final Lesson Learned - Relevancy
Links & Resources:
‘How Google Works’ Talk: http://www.stateofdigital.com/how-google-works/ Google Quality Guidelines: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html Email: [email protected]
Why Location-Based Experience is the New Frontier of Mobile Search
Yext by the Numbers
Yext is the world’s #1 Location Management Platform
650k+ Locations Managed
425+ Enterprise
Clients
500+ Employees
6 Offices
Worldwide
100+ Global
Publisher Partners
115+ Member
Technology Team
$115M Funding
2014 + 2015 Forbes most
promising companies list
60+ Member Services
Team
What We See
Sources: Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015
Smartphones have fundamentally changed how consumers interact with the world.
4 in 5 local mobile
searches result in a purchase
34x Increase in
“Near Me” searches since 2011
93% of sales still occur
in person
Location Services
The best apps on your phone use location services to help you Go Places.
Brands needs to be connected to all these apps and services in order for mobile consumers
to easily find, visit and transact with their locations.
The Rise of Near-Me Searches
The Rise of Near-Me Searches
Mobile search behavior is anchored in local Queries with “near me,” “closest,” and “nearby” have increased rapidly over the past few years, nearly doubling from 2014 to 2015
Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015
The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
“Near me” searches have increased so much that Google automatically displays local results for highly general searches, such as “cable” or “dentist”
The Rise of Near-Me Searches
Mobile Empowered Consumer Expectations • Mobile consumers expect this information wherever and whenever they’re searching.
Store Visits In-Store Purchases On-The-Go Searches
50% of smartphone users
who conduct a search for a business convert
that same day
18% of smartphone searches for a local business lead to a same-day purchase
50% of consumers who
aren’t sure where to eat don’t search until within
an hour of going
Micro-Moments: Location-Based Experience
Google defines these in-the-go searches as “micro-moments” • Consumer journey is fractured into hundreds
of real-time, intent-driven micro moments where customer interacts with a brand
• Each one is a critical opportunity for brands to
shape our decisions and preferences
• These decisions and preferences drive experiences, which are shaped by location
• All the latest apps are focused on creating
local experiences for consumers
Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat
Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks
Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+
Translation?
Reach customers wherever they search via integration-based partnerships with Google, Facebook, Apple, and 100+ other third-party apps, maps, and directories. How do you make each one of these endpoints the best they can be?
1. You Need to Be Everywhere
2. Need to Enhance Listings with Rich Content
When it comes to online business information, less isn’t more. Rich listings with images, descriptions, reviews, contact information and directions drive engagement.
Patented Clickable Featured Message
Local URL
Merchant Verified
Menu
Rich Description
2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings Study showed that across the board, additional listing fields (beyond NAP) showed a positive impact on engagement
• Listing fields include: • Hours • URL • Menu • Logo • Photos • Videos • Calendar
Yext’s Comparative Listings Study, 2015
• Emails • Product List • Facebook URL • Twitter Handle • Descriptions • Payment Options • Foursquare Offer
Yext: #1 Global Location Data Management Platform
#1 Location Management Platform & Ecosystem
Pages
Drive foot traffic from your online properties to your physical locations with optimized local pages, locators, and mobile screens in your own website and app.
Xone
Engage customers via their smartphones during in-person visits, and after they have left.
Thank You
@yext @timamiller
