Denise Cowan, Digital Marketing Manager& Lea Glover, Digital Marketing Executive

The Web Bureau Ltd

www.thewebbureau.com | info@thewebbureau.com

@thewebbureau

facebook.com/thewebbureau

linkedin.com/in/thewebbureau

Denise

Lea

Top Tools in Your SEO Tool Kit

Who We AreThe Web Bureau is an award winning digital agency

We specialise in...

• Engaging Website Design• Effective Ecommerce Delivery• Customised Content Management Systems• Creative Digital Marketing Strategies• Interactive Digital Training and Mentoring

What is SEO?

Why Is SEO So Important?

• You are targeting a mass market that is actively searching for YOUR Products & Services

Why Is SEO So Important?

Background to SEO• People use search engines: 2.7 billion visits to

Search Engines in December 2012 by UK internet users

• Most people use Google: 9 out of 10 searches in the UK are conducted on Google

• Search & Buy: 1 in 5 searches ends up on a retail website

• Searchers don’t look far: Only 7% of Internet users look past the first three pages of search results

• Social Media is part of everyday life now: Most searched for term in the UK is.... ‘Facebook’

SEO Tools

Google Webmasters

•Free Service for Website managers•Verify your site ownership

• Monitor the health of your website•Submit and check sitemap

• Identify internal, external & broken site links• View keywords people used to find your site

•Identify crawl errors & check site speed• ‘Fetch as Google’ - allows you to see a page

as Google sees it• Manage geographic targeting

Resources: http://support.google.com/webmasters/

Google Analytics• Measure website performance• Detailed Statistics about website traffic and sources

help to identify where to focus your SEO efforts • Create customised reports

Identify keywords driving traffic to your site Identify most engaging content, popular pages -

number of visits, average visit duration, bounce rate, percentage of new visits

Audience demographic s - country, language, browser behaviour

Segment visitors from search engines, direct visits, social network referrals & other referring sites

Conversion tracking shows goal completion - track newsletter sign-ups, enquires on a contact page, sales & drop off points on e-commerce websites

Resources: http://support.google.com/analytics/

Google Keyword Tool• Used for organic and paid search research• Removes the guess work - no point ranking for

words people don’t search for• Helps eliminate over-use of internal or

industry jargon• Provides valuable insights into how users

search online• Indicates popularity and competitiveness of

keywords that are relevant to your business• Provides additional suggestions you may not

have considered• Identifies related keywords • Filter list by category, country, language and

devices

Resources: https://adwords.google.com/o/KeywordTool

Google Keyword Tool Dashboard

Google Trends• Formerly Google Insights & Trends were

separate, now amalgamated into one• Tool for performing keyword research –

complements Google Keyword Tool• Identifies hot topics, searches and

emerging trends• Related keywords based on popularity • Great for SEO content creation – identify

topical themes for blog posts• Basing your content on what people are

searching for will boost rankings!• Can help define advertising messages• Regional and seasonal insights• Help define new marketsResources: www.google.com/trends/

SEOMoz Open Site Explorer• The search engine for links• Search engines look at links to determine a

website’s popularity and authority• Higher authority = higher rankings & traffic• Identifies links pointing to your website• Highlights broken links • compare competitor links• Filter information by top pages, linking

domains and anchor text• CSV export reports• New feature called ‘just discovered’ shows

new links as fast as 4 minutes old!• *Limited access as guest user

Resources: www.opensiteexplorer.org

Microsoft IIS SEO Toolkit• Make your website more search engine

friendly!• Large site crawl• Discover common website issues

• Canonical errors - duplicate content• Title Tags – missing, too short/long• Meta Descriptions – missing, too

short/long• H1 tags missing• Alt tags on images - missing• Coding errors – invalid mark-up• Unnecessary redirects

• Enables you to take action and optimise it better

• Provides recommendations and guidance

Resources: www.iis.net

Link Assistant Rank Checker• Reports can be set up to check your search

engine rankings• Shows if your site moved up or down in

search results• Suggests other relevant keywords • Supports 341 different search engines• Competitor tracking – Compares up to 5

websites at once• Saves time!

Resources: www.link-assistant.com/rank-tracker/

Google Alerts Tracking• Your articles• Competitors articles• Competing websites• Keywords• Product reviews• FAQs

Resources: www.google.co.uk/alerts

Social Optimisation Tools• Google +• YouTube• Pinterest• Facebook• Twitter• LinkedIn

2010: Matt Cutt's announced that Google definitely uses social signs in calculating rankings.

2012: The Year That SEO and Social Media Got Married

Social search ultimately relies on people and not algorithms

Content Distribution Channels

Content Marketing

• Fresh content on website blog. Very Important!

• Guest Blogging• Article Submission Sites• Online PR Submission• Industry News Sites• PDF Document Sharing• PowerPoint Presentation Sharing• Email Marketing

Visual Content Marketing to Grow in 2013

Signal Signals on Open Site Explorer

Further ReadingOnline• Matt Cutts (Google Blogger)

www.mattcutts.com• Search Engine Land

http://searchengineland.com• SEO Moz

www.seomoz.org/blog• SEO Book

www.seobook.com/blog• SE Round Table

www.seroundtable.com• State of Search

www.stateofsearch.com• Smart Insights

www.smartinsights.com/blog• E-Consultancy

http://econsultancy.com/uk

Books McDonald, Jason (2012),

SEO Fitness Workbook, Your Step-by-step Guide to Dominating Google and Bing

Enge, Eric et al. (2012), The Art of SEO, Second Edition (Eric Enge, Stephan Spencer, Jessie Stricchiola & Rand Fishkin)

Denise Cowan, Digital Marketing Manager& Lea Glover, Digital Marketing Executive

The Web Bureau Ltd

www.thewebbureau.com | info@thewebbureau.com

@thewebbureau

facebook.com/thewebbureau

linkedin.com/in/thewebbureau

Denise

Lea

Top Tools in Your SEO Tool Kit

Q&A