ZACK NOTES - SEO TOOLS - SMX EAST - NYC - 2013 -

Zack NotesSenior Analyst at UncommonGoods

@zacknoteszack@uncommongoods.com

UncommonGoods

Independent B Corp out ofSunset Park in Brooklyn NY

UncommonGoods

SEO Tools (and more importantly, application)

If Google made a big algorithm change tomorrow, what would you do?

What if you saw some of your keywords dropping?

How would you see the big picture?

I use the Moz full ranking report to get the big picture

on keyword movement

• You have to finesse this data a bit

Delete all columns except these

Select all 3 columns and run a pivot table

Drag and drop fields per chart above. Change Google from count to sum via value field settings

Highlight everything, copy and paste values only to a new sheet

What happened to my dates ?

Reformat the dates as short date

Ctrl-H to Find & Replace all zeros with 50* zeros indicate this kw is not in top 50* blank spaces indicate you were not tracking that kw yet

• Delete the grand total at the bottom row and far right column • Create a bottom row with the average of rankings for all keywords above

Chart date row vs average row

NS Traffic is a vanity metric. It tells us next to nothing.

How do you keep track of links you’ve acquired?

BuzzStream is a CMS for link builders

You can filter by tags, linking status, date added etc..

Contact Lists

Contact Details

Dig deeper to get• Link details – acquisition method, anchor text, date found, etc..• Contact details – name, email address, social accounts, etc..• SEO stats – page Rank, moz domain authority, inbound link counts• Communication log – stores emails

You give Buzzstream Google search terms and they import domain, stats, contact info into a temp contact list

Prospecting Automation

Are you missing keywords you should be ranking for?

We have over 2,500 products…

Our Navigation attempts to list all categories, but there is limited space.

We realized that we had collections of products that our Navigation was missing.

We realized that we had collections of products that our Navigation was missing

Without a landing page, we were missing out on search traffic

So we automated a system for creating landing pages

Our tech dept automated creation of these through an admin interface. They are indexed via the XML sitemap

We turned this search results page…

Into a static landing page

And now we have a ranking page

Isn’t this a presentation about SEO tools?

Here is the tool we used to discover more opportunities like this..

Note the phrase controls

I used SQL to export a list of all of our title tags, and then fed them into ToCloud

ToCloud allowed us to mine our title tags for search terms.

• We have created 250 of these pages.• 70 have converted• Revenue lift = 6%

Results

How do you know when to schedule your link building (and other marketing) efforts ?

Sometimes it’s obvious…

Sometimes it’s not.

Some terms have fairly clear peaks

Others have more distributed curves

And others are just plain confusing

To analyze this, export the data

You get weekly, normalized data (unlike keyword tool)

Create a column to count off weeks and a column for each year you wish to include

Pasted yearly data from column 2 into the year columns

Create a column to average the yearly data

Apply conditional formatting

You can see that there is a traffic peak in August

Create a new column and re-normalize to 5

Copy and transpose the values with paste special

Now you have a calendar showing traffic peaks for “Home Décor”

Add all of your keywords and you get a great calendar tool to visualize your Keyword traffic

• Since it’s normalized, you can’t compare rows (5 in one row is not necessarily representative of more traffic than 4 in a another row).• It’s basically aggregates and stores a crapload of Google Trends data in one chart and makes planning easier.• These values are different (1-5) because this is from a slightly more advanced calendar I built using Python ( Moz blog post below)

http://moz.com/ugc/how-to-forecast-seasonal-keyword-traffic-with-google-insights-python-scripts

Zack NotesSenior Analyst at UncommonGoods

@zacknoteszack@uncommongoods.com