Analytics Insights Deliver Competitive Differentiation - RIS
Drive More Business with Data Driven Client and Competitive Insights
Transcript of Drive More Business with Data Driven Client and Competitive Insights
@gShiftLabs @JRiddall@gShiftLabs @JRiddall
Drive More Businesswith
Data-Driven Client and Competitive Insights
Jeff Riddall – Director of Product Strategy
www.gshiftlabs.com
@gShiftLabs
@gShiftLabs @JRiddall
hello
• Director of Product Strategy at gShift
• 15 years of Web marketing experience
• 5 years with gShift• Blogger • Social Media Addict• Hockey Dad
[email protected]@Jriddall on Twitter
@gShiftLabs @JRiddall
about gShift
SaaS Web Presence Analytics and SEO Software Platform for Agencies and Brands
We gather billions of data points for thousands of web presences across 25+ countries.
We strive to make your marketing life easier by bringing all of the content data, insights and reporting you need to make actionable decisions under one
umbrella.
@gShiftLabs @JRiddall
agenda
• Setting the stage with your client/prospect or superior• What data do you need to start• Running an SEO Audit• A Few Words About Keyword Research• We Repeat – Content is King• Is Social in the Mix?• Competitive Analysis• Key Takeaways
@gShiftLabs @JRiddall
where do we begin?
• Lead with Web presence• Online authority is defined by
relevance, reach and engagement– Is the audience finding,
clicking, reading, liking, sharing your content?
• Propose an initial Audit/SWOT analysis– Keywords– Content– Backlinks– Social– Competition
@gShiftLabs @JRiddall
what data do we need to start?
• Client Domain
• 5-10 Base Keywords
• Known Competitors’ Domains
• Social Accounts
• Analytics (if available)
@gShiftLabs @JRiddall
Running an SEO Audit • Technical Analysis
– Titles, Headings, Meta Descriptions, Image Alt Tags, URLs, Links, Errors
– Too Long, Too Short, Missing or Duplicated
– Use this to review keywords
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which keywords?• Identify keywords with relatively high monthly search volumes and for which the client
maintains some visibility/authority – opportunities to optimize and drive relevant
• Keyword Research never stops – de-emphasize individual keywords and focus on topical keyword groups
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predicting traffic boosts
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which content?• Identify and focus on content which is relatively strong (has authority) and then move to
content which should be visible, but lags behind (needs to establish authority)
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do backlinks still matter?• YES!
• But they can’t be bought
• Relevance and authority are key
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do backlinks drive traffic?
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social audit
• Reach– Where is the audience?
• Engagement/Authority– Is content being Read, Liked, Shared, Clicked?
• Frequency– How often is content being posted?
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competition
• Competitor Discovery– First you need to understand who the real competitors are
• Competitive Site Audit– Focus on what keywords and content are being used or the competitor
appears to be optimizing for
• Share of Voice, Visibility or Keyword Position Comparison
• Competitive Keyword and Content Research– What do they appear to be optimizing for?
• Backlinks Comparison– Lead with quantity, but focus on quality
• Competitive Social Audit– How active are they and where?
@gShiftLabs @JRiddall
key takeaways
• Conduct a Web presence SWOT Analysis around topical keywords, content, backlinks and social
• Identify 1 or 2 online competitors and where the client is lagging behind
• Prepare your pitch backed by data delivered in pre-formatted, branded reports
@gShiftLabs @JRiddall
thank you
Additional Resources
Today’s Presentation on Slideshare
Get a Sample SEO Audit
Other gShift Resources
http://gshift.it/resources-jan16