By Andrew Griffiths

Reporting, Content Marketing & Technical SEO

SEO

Str

ateg

y Reporting

Content marketing

Content authority

Tech SEO

Reporting

Effective Reporting• Questions - Stakeholders– What SEO tasks have been completed this month?– What impact did these efforts have on our SEO

presence?– What new opportunities have been identified?– Are there any new competitive threats?

• Provide Answers – SEO Data Team– Choose relevant SEO metrics & develop KPIs

Effective ReportingKPIs & metrics ideally should be agreed upon. Metrics I would recommend include:

• Organic search traffic both as a percentage of overall website traffic and the number of unique visitors, MoM etc. Vs Target

• Number of unbranded keywords driving traffic & conversions• Quality of traffic – conversions & interactions

• Backlink diversity – domain, anchor text, content, trust• Social signals by social channel

Reporting Tools

Ranking software - Use Linkdex or Web CEO to simplify and standardise reporting

Easily examine and report on competitor ranks for head keywords

Backlink Diversity & Quality

GA Dashboard Example

Effective Reporting Summary- Agree upon KPIs- Gather baseline metrics- Tools - Rankings software, Majestic SEO, GA, GA API with Excel- Use GA Dashboards, WMT, ranking reports, Majestic SEO, OSE. Possibly

Linkdex to look at CTR, long tail KW rankings etc.- KW data from Bing, PPC, Google WMT

- Organic traffic & goal completion - Rankings & competitor rankings – head keywords- Analysis of landing pages, bounce rate, conversions- Social and backlink metrics (emphasis on quality & diversity)- Google Trends data in terms of overall interest in markets- SEO industry news- Author Rank(?)

Content Marketing & SEO

Effective SEO

- “Link-building” is regarded by some as a slightly spammy phrase (but we all still do it)

- It is more important than ever to implement a high quality link building strategy which is future proofed

- Diversity & quality. Trusted sites only.- High quality content – attract natural links- Social, Google+, <OG> tags, rel=author

Current BackLinks

• 17 root domains, 81 links• Product review links, 3 or

4 per post

• Monitor incoming links• Disavow when required

• Backlink diversity• Vary methods • Campaigns for natural

links• High quality content for

natural links

SEO StrategyEstablish baseline metrics & competition:

• Check current rankings for KWs – Linkdex can check rankings

• Examine competitors and their SEO metrics & backlinks – SEMRush

• Keywords research - use ubbersuggest and Google keyword planner

• Same process for MyVitamins

Examine online community & influencers:

• What bloggers currently exist that have high authority in the fitness niche?

• Which relationships would you look to build, what content could you provide them to build links naturally?

• What is the best way to create content and get it noticed and shared?

SEM Rush

• Find influencers with authority– Perform search on Google, Technorati, AllTop– Use FollowerWonk, Buzzstream, Feedly & Moz bar– Competitor researchLook at:– SEO Metrics– Social influence

SEO Strategy

• How do we get influencers on board?

- Help them achieve their own goals- Offer extremely high & unique quality content- Podcasts, videos, seminars, articles, resources- Establish ourselves as an authority

SEO Strategy

Ben Coomber is great at building authority with others

Building your website’s InfluenceEstablish your website as an authority – get influencer’s attention & trust• Authorship on Google+ & articles• Get involved in social groups and build relationships – build

trust in any content you share• Create a free course, hold webinars - educational• High quality, very selective guest posts to increase author

rank• Articles – In-Depth if possible• Limited use of high quality infographics • Bigger campaigns…

Author Rank

• Author Rank is an important trust metric

• Google+ is fundamental to SEO since Hummingbird

• Effective SEO, includes effective use of Google+

Building your website’s AuthorityIn-Depth Articles in SERPs

Building your website’s InfluenceTypes of ContentLong tail keywords ‘targeting’ is vital for effective SEO• ebooks• Stories – success stories with tips• Top 10s – easy to read and share• Academic resources – e.g. In-Depth-Articles• Practical Resources - Workout plans / systems• Diet plans & recipes• Interviews• Thought provoking PR & Viral campaigns• Reformat content and share – e.g. slideshare, podcasts

Content Marketing

Top 10s (and Top 5s)

Interviews

Building your website’s Influence

• ExRx.net - Simple, extremely useful resource

• Great example of excellent fitness related content

Building your website’s Influence

• Controversial article with only subtle reference/link to TheProteinWorks to restrict any damage to brand

• Could look to do something less controversial but just as interesting e.g. a social experiment

Why people share…

Sharing contentBuilding your website’s Influence

• Great Content containing valuable info &/or entertainment• Readability & images• Headlines matter – Promise info, tips, great content• Build social profiles to make sharing content effective• Finish article with call to action• Sign up to blog aggregators like AllTop• Incentivise colleagues to share• See what content websites like to share, and create

something relevant – Mashable & Batman infographic• Outreach to “Influencers”

Summary

• Build Author Rank and use in-depth articles• Use keyword research and keyword ‘difficulty’ • Use Google+ for Hangouts, Webinars• Use a variety of link building methods• Vary no-follow, follow links with mainly brand based anchor

text• High quality articles based on keyword research• Social is crucial for sharing content – don’t silo from SEO• Monitor inbound links and disavow when required

Building your website’s Influence

Technical SEO

Screaming Frog used to crawl website to check for errors in code and general SEO best practices

Google Speed Test used to check speed of site and mobile experience

SEO Quake plugin used to analyse keyword density, sitemap, robots.txt

Moz Bar used to examine Page & Domain Authority and PageRank

Tech SEO Example

Some basics missing – canonical tags, image alt tags full of ‘#’ instead of keywords

HomePage Overview Metric or Asset Score or Description Grade

Page Rank 0 – may be waiting to update n/a HomePage Authority 44 B- Keyword Focus Poor focus on head KWs (?) B Duplicate Content No canonical tag E Header Tags No H1 tag E Meta Title 64 characters B Meta Description 254 characters D- Image Alt tags 6 empty alt tags C- Google cache Content & navigation present A Text/HTML 34% B

Tech SEO – SEO Quake KW Density

SEO Quake screenshot - KW phrases[Whey protein] is repeated 4 times on the homepageThe KW is not found in the meta-title or description

Tech SEO ExampleDomain Overview

Metric or Asset Score or Description Grade Page Rank 0 - may be waiting to update n/a Domain Authority 53 B- Product Page Depth Max of 3 clicks from homepage A- Duplicate Content 210 canonical tags missing E Use of JS, CSS & Flash Crawable with code disabled A Robots.txt Present, no errors A Search for brand name [myprotein USA]Ranked 1st A SiteMap XML Not complete C SiteMap HTML Not Present – menu only C Keyword Focus Poor focus on head KWs C Header Tags No H1 tag on several pages D Header Tags No KW focus in H2 or H3 tags E Meta Titles 9>70 characters, 95 =<30 D- Meta Descriptions 104 >180 chars, 1 empty D- Status Codes No 302s, 400 or 500 errors A

Tech SEO Example

Tech SEO Example

Tech SEO Summary

• Make everything mobile optimised - responsive• Use Rich Snippets / Schema mark up• Use H1 tag on homepage• Use keywords in H1 and H2 tags• Make meta titles & descriptions correct length

Tech SEO Summary

• Use Authorship on articles• Add canonical tags• Create full XML sitemap• Give images meaningful file names• Complete all image alt attributes• Review robots.txt – disallow cart pages?

Thank you!

• Please visit my blog• http://blackbeltwhitehat.com/

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