Date post: | 17-Oct-2014 |
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Business |
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My Favorite SEO Tools – 2009 edition
Wil Reynolds, Associate, SEER Interactive
Tools for SEO
New tools
&
Oldies but goodies – revisited
Twitter: @wilreynolds (one l)
Lesson Learned from a Hangover
It all started with a hangover
Client use of dog breeds by gender to jumpstart print
campaign testing
One of the most overlooked metrics SEOs should start
evaluating TODAY
Bounce Rates & SEO
How do you know when your rankings stop driving increases in leads / sales for your business?
“my rankings are the same but my business from search is down?”
Bounce Rate Impact on SEO Case Study
+
Impact Analysis
Bounce Rates - Case Study
We evaluate bounce rates daily for each keyword (daily=catch problems quick)
Caught a page 1 keyword with a sometimes 80% bounce rate for a client
Homepage ranked for product search instead of product page
Bounce Rates - Options
1 – Target a new page (risk = losing ranking)
or
2 – Dynamically change products on homepage based on high bouncing keywords (risk = over aggressiveness)
Showed first 3 products to match this high bouncing word group…result
Bounce Rates - Results
Ranking is still on page 1
Bounce rate for this product was cut by over 20%
Sales for his product increased 2x%
And we didn’t improve their ranking
Bounce Rates – Your takeaways
1 – If you are analyzing SEO by where you rank you would never have caught this issue - analyze SEO by more than just rankings to maximize SEO efforts
2 – Trend out your bounce rates for top keyword buckets & trend conversion metrics too - impact of rank and bounce rates on conversions
3 – Take action!
4 – HINT: Scale this with GA API or your analytics providers API
MSN Commercial Intent
http://adlab.microsoft.com/Online-Commercial-Intention/
MSN Commercial Intent
Why you should care:Affiliates need to know research vs.
commercial queries
Marketers need to know what kind of message to put in front of someone
MSN Commercial Intent
MSN Commercial Intent
MSN Commercial Intent
MSN Commercial Intent
The plural is much more likely to be commercial according to our
snowboards vs. snowboard test.
This is true for some of our e-commerce clients
MSN Commercial Intent
1. Look for queries highly skewed to one or the other (commercial vs non) – look for high degrees of confidence
2. Test against your own data set on keywords that are currently ranking well before taking this tool at face value
3. If accurate place more value in the tool
Affiliates need to be taking advantage of
hot keywords
Hot Keywords
MAJOR competitive advantage
Big companies move slow
Their inability to act for mid / long tail / hot keywords =
opportunity for you
Rising Searches – Google Insights
Hot Keywords
Product getting hot?
How do you rank for it?Tip: Move it up one level in the
hierarchy – possibly link from homepage in a hot product section.
Hot Keywords
Hot Keywords
Takeaway from pricegrabber.com?
Top 200 products are always at most 2 clicks from the homepage
Hot Keywords
By the time your big competitors get wind of a trend, and get
approval, you’ll be on to the next opportunity.
Be NIBLE!
Suit = Slow = Opportunity for you!
=
Competing with Large Brands
Google’s algorithm seems to be favoring large brands more and more, you’ve got to find ways to compete, this is one of the ways.
Blogstorm.co.uk
Hot Keywords
http://www.blogstorm.co.uk/how-user-data-links-document-scoring-may-be-used-in-the-brand-algorithm/
Linkbuilding
Linkbuilding is about exposure to stimuli
You can’t have all the ideas
You need a Spark
Put yourself in a position to have great ideas
Linkbuilding is about exposure
My linkbuilding sparks
userscripts.org/scripts/show/43451
My linkbuilding sparks
userscripts.org/scripts/show/43451
Google Trends
http://www.google.com/trends/hottrends
My linkbuilding sparks
Google Trends
google.com/trends/hottrends
How do you measure up?
Graphical representation of where you are weak SEOMOZ labs
How do you measure up?
Graphical representation of where you are weak SEOMOZ labs
How do you measure up?
How do you measure up?
http://www.seomoz.org/labs/
Rising Keywords in your backyard
How do you find keywords / sites that are significantly creeping up
in traffic over the last 7 days?
Enhanced Google Analytics
http://www.juiceanalytics.com/writing/keyword-trends-google-analytics-greasemonkey/
Enhanced Google Analytics
Enhanced Google Analytics
Enhanced Google Analytics
Rising keywords that start driving traffic will sometimes be dwarfed by higher traffic terms depending on the report length = no visibility
in GA.
Google Analytics for Greasemonkey
This tool will help you…Find rising keywords
Find rising referral sites
Understand the correlation between ranking movement and traffic
movement
How to use tools for SEO
Linkbuilding Tools
Hubfinder
This tool will help you…Find which competitors / sites in the top
10 are linked from the same sources
Find someone linking to 3 of your competitors and not you who’s also ranking well for your target keyword
Hubfinder
Paid Version:http://training.seobook.com/hubfinder
URLs for mirror:
www.cyclelicio.us/hubfinder/
Opportunity Found w/ Hubfinder
Opportunity Found w/ Hubfinder
How does gottickets.com have a wikipedia link?
(Hint, I think wikipedia links help)
Hubfinder vs. Linkdomain search
Search for sites linking to several competitors but not you (Yahoo only):
Voip phone linkdomain:competitor1.com linkdomain:competitor2.com linkdomain:competitor3.com
-linkdomain:yoursite.com
Hubfinder vs. Linkdomain search
Hubfinder is showing sites that are ranking for your target keyword.
Linkdomain search doesn’t have that added quality check, so expect to use a tool like SEO Quake or SEO Toolbar for firefox to export your linkdomain searches into excel.
Hubfinder vs. Linkdomain search
Linkbuilding is Delicious
Linkbuilding Delicious & Twitter
Who was at my session in Vegas?
It is the KEY to quality linkbuilding, vids are on youtube.com still.
Keyword Battles?
Keyword Battles?
Fighting Internally on what keywords to use?
Seed Keywords
Seed Keywords
Structuring a KW test
Warning, be very very non-descript in your test.
Don’t ask someone what word they’d type in to find an ink
cartridge
Keyword Battles?
Try something likeWhat would you type in after your printer tells you
its out of ink?
-or-
What would you type in to find a computer you could take with you when traveling
New things to keep an eye out for
How do retailers get chosen?
New things to keep an eye out for
How will these tests impact
CTRs on Commerce Queries in
natural SERPS?
Compete.com
Again, verify against your own data before
making changes to your strategy
Ask your friends to do the same.
These tools can be WAY off sometimes
Lazy Bloggers Keyword Research
Bring your keyword research tool right into your blog platform
Why Can’t We Be Friends?
http://www.twitter.com/wilreynolds
http://www.youtube.com/wilreynolds
http://www.delicious.com/wilreynolds
http://www.thinkseer.com/blog