Bizcamp #8: The Founder's Dilemmas, Control vs. Wealth decisions
Tools for SEO - Bizcamp Belfast 2013
-
Upload
the-web-bureau-ltd -
Category
Technology
-
view
842 -
download
1
description
Transcript of Tools for SEO - Bizcamp Belfast 2013
Denise Cowan, Digital Marketing Manager& Lea Glover, Digital Marketing Executive
The Web Bureau Ltd
www.thewebbureau.com | [email protected]
@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 | [email protected]
@thewebbureau
facebook.com/thewebbureau
linkedin.com/in/thewebbureau
Denise
Lea
Top Tools in Your SEO Tool Kit
Q&A