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Several tools by Google that the SEO professional can use. This presentation was made by Benj Arriola for SEMCon 2011.
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Benj ArriolaInternet Marketing Inc.
Google Tools
How you makeit work for SEO
Not for SEO
Partially for SEO
Made for SEO
Why Use SEO Tools?
Research
Web AnalyticsProduction
How do we use SEO Tools?
UI API
Remember these when looking at the tools
How you makeit work for SEO
Not for SEO
Partially for SEO
Made for SEO Research
Web AnalyticsProduction
UI API
Improved Efficiency Increase Productivity / Less Resource More Profits
Google Tools for Research: KeywordsGoogle Adwords Keyword ToolGoogle Traffic EstimatorDiscontinued Tools:
Google Web Based Keyword Research ToolGoogle Keyword Wonder Wheel
Popular usage:Obtaining Search Volume
Popular usage:Obtaining Search Volume
Google Tools for Research: KeywordsGoogle Adwords Keyword ToolGoogle Traffic EstimatorDiscontinued Tools:
Google Web Based Keyword Research ToolGoogle Keyword Wonder Wheel
Real value in many tools is how you use it.Some ideas:
Keyword Silos/CategoriesCommon Long Tail PatternsKeyword Ideas
Related WordsSynonymsCompetitorSupplementary
Google Tools for Research: KeywordsGoogle Adwords Keyword Tool
UI: https://adwords.google.com/select/KeywordToolExternalAPI: http://code.google.com/apis/adwords/
Google Adwords Traffic EstimatorUI: https://adwords.google.com/select/TrafficEstimatorSandbox API: http://code.google.com/apis/adwords/
Google Web SearchAPI: SOAP http://code.google.com/apis/soapsearch/API: AJAX http://code.google.com/apis/websearch/API: REST: JSON, Atom http://code.google.com/apis/customsearch/CURL: http://www.google.com/
AKA ScrapingChallenges: CAPTCHA, Banned IP
Google Tools for Research: KeywordsGoogle TrendsGoogle Hot SearchesGoogle InsightsGoogle ZeitgeistGoogle Correlate
Popular usage:Comparing Search Volumes
Popular usage:Comparing Search Volumes
Google Tools for Research: KeywordsGoogle TrendsGoogle Hot SearchesGoogle InsightsGoogle ZeitgeistGoogle Correlate
Real value in many tools is how you use it.Some ideas:
Deciding on the main keyword to targetLooking for seasonal trends to prepare for the futureKeyword Ideas Using Correlate
Related WordsSynonymsCompetitorSupplementary
Real value in many tools is how you use it.Some ideas:
Deciding on the main keyword to targetLooking for seasonal trends to prepare for the futureKeyword Ideas Using Correlate
Related WordsSynonymsCompetitorSupplementary
Google Tools for Research: KeywordsGoogle TrendsGoogle Hot SearchesGoogle InsightsGoogle ZeitgeistGoogle Correlate
Google Tools for Research: KeywordsGoogle Trends
UI: http://www.google.com/trends/API: https://github.com/suryasev/unofficial-google-trends-api
Google Hot SearchesUI: http://www.google.com/trends/hottrends
Google CorrelateUI: http://www.google.com/trends/correlate
Google InsightsUI: http://www.google.com/insights/search/
Google ZeitgeistUI: http://www.google.com/intl/en/press/zeitgeist/
Google Tools for Research: News & BlogsNews
UI: http://news.google.com/API: http://code.google.com/apis/newssearch/
Ideas: sort by date or sort by relevance
BlogsearchUI: http://www.google.com/blogsearchAPI: http://code.google.com/apis/blogsearch/
Ideas: sort by date or sort by relevance
Google Tools for Research: NewsfeedsiGooglePopular usage:
Install a bunch of useless gadgets.
Real value in many tools is how you use it.Some ideas:
A single page of all RSS feeds from sites related to my industry.
http://www.google.com/ig
Google Tools for Research: PartnersGooglePopular usage:
Search for whatever you are looking for.
Real value in many tools is how you use it.Some ideas:
Use search commands like inurl: and site: to find websites under specific domain extensions.Popular blog platforms, forum platforms and other platforms where UGC is accepted. Ex: powered by wordpress, powered by vbulletin, etc.Related industry or supplemental product or service.Niche directories/portals
Google Tools for Research: CompetitorsGooglePopular usage:
Search for whatever you are looking for.
Real value in many tools is how you use it.Some ideas:
Find competitors to know what you are against. Use search commands like intitle:, inurl:, phrase search.Do SEO Shadowing after discovering your competition.
Google Tools for Research: CompetitorsDoubleClick Ad PlannerPopular usage:
Gathering Demographic Data
Google Tools for Research: CompetitorsDoubleClick Ad Planner
UI: https://www.google.com/adplanner/API: http://advertisersapi.doubleclick.net/
Google Tools for Analysis: Analytics & Diagnostics
Popular Usage:View of Traffic, Bounce Rate, Time on Site, Page Views.
Google Analytics
Popular Usage:View of Traffic, Bounce Rate, Time on Site, Page Views.
Google Tools for Analysis: Analytics & Diagnostics
Google Analytics Real value in many tools is how you use it.Some ideas:
Correlation between traffic and ranking.Segmentation of data.Time on site and bounce rate may be deceiving.Long Tail AnalysisLink up Google Webmaster ToolsUse the new attribution analytics functions.Goal Tracking, Conversion TrackingVirtual Page ViewsCustom Variables
Google Tools for Analysis: Analytics & Diagnostics
Popular Usage:Submission of XML Sitemaps
Google AnalyticsGoogle Webmaster Tools
Popular Usage:Submission of XML Sitemaps
Google Tools for Analysis: Analytics & Diagnostics
Google AnalyticsGoogle Webmaster Tools
Real value in many tools is how you use it.Some ideas:
Link up to Google AnalyticsCheck crawl errors often.Control SitelinksSet URL parameters if needed.Save Top Queries monthly.Duplicate Content Title Tags. (HTML suggestions)Organic CTR.
Google Tools for Analysis: Analytics & Diagnostics
Google AnalyticsGoogle Webmaster ToolsGoogle Website Optimizer
Popular Usage:Multivariate Testing
Real value in many tools is how you use it.Some ideas:
Test a few variables at a time.Make sure you have enough data to draw conclusionsUse high traffic pagesCheck if your data us statistically significant. (Chi-Squared Test, x2 test)
Google Tools for Analysis: Analysis & DiagnosticsGoogle Analytics
UI: http://www.google.com/analytics/API: http://code.google.com/apis/analytics/
Google Webmaster ToolsUI: https://www.google.com/webmasters/tools/ API: http://code.google.com/apis/webmastertools/
Google Website OptimizerSignup: http://www.google.com/websiteoptimizer API: http://code.google.com/apis/analytics/docs/gwo/
Google Trifectahttp://www.youtube.com/watch?v=9yKjrdcC8wA
Google Voicehttps://www.google.com/voice/http://code.google.com/p/pygooglevoice/http://code.google.com/p/google-voice-java/
Google Tools for Production: Design/DevelopmentGoogle Web Font
UI: http://www.google.com/webfontsAPI: http://code.google.com/apis/webfonts/
Google Swiffybeta
UI: http://www.google.com/doubleclick/studio/swiffy/
Google Browser SizeUI: http://browsersize.googlelabs.com/
Google Page SpeedInfo: http://code.google.com/speed/page-speed/Browser Ext: http://code.google.com/speed/page-speed/download.html
Google Java Developer ToolsDownload: http://code.google.com/javadevtools/
Google Web ToolkitDownload: http://code.google.com/webtoolkit/overview.html
Google Custom Search Engine (CSE)UI: http://www.google.com/cse/API: http://code.google.com/apis/customsearch/
Google Tools for Production: ORMGoogle Alertsbeta
IU: http://www.google.com/alerts
Google Tools for Production: Social MediaYouTube
http://www.youtube.com/
Bloggerhttp://www.blogger.com/
Picasahttp://picasaweb.google.com/
Google Groupshttp://groups.google.com
Google+/Orkuthttps://plus.google.com/http://www.orkut.com/
+1http://www.google.com/+1/button/
Google Tools for Production: eCommerceGoogle Product Search
(Was called Google Shopping, Google Base, Froogle)http://www.google.com/prdhp
Google Merchanthttp://www.google.com/merchants/
Google Checkouthttps://checkout.google.com/
Google Rich Snippetshttp://schema.org (Reviews, Ratings, Products, Offers, Business, Places, Video, Images)http://www.google.com/webmasters/tools/richsnippets
Google Tools for Production: GeotargetingGoogle Places
(Was called Google Local Business Center, Google Maps)http://www.google.com/local/add/businessCenter
Google Rich Snippetshttp://schema.org (Business, Places)http://www.google.com/webmasters/tools/richsnippets
Individual Country Google VersionsGoogle Translate
http://translate.google.com/
Integration between tools
Faster Reports
Visualization
Scalable
Process
Q: Why Use APIs? A: Efficiency
The API ChallengeAPI
Needs more resources:Programmers/DevelopersStrategist/AnalystTakes Time to Develop
Creates your own intellectual property.Increases the value of your services.Improves productivity.
UI
Does not need much resources.Can work on a project right away.Individual projects may be more time consuming since not all tools are integrated.Good knowledge of Excel, databases and business intelligence tools can help speed up the process.There are many 3rd party tools that connect to the APIs already that are not that expensive, so there is no need to make your own.
Summary
How you makeit work for SEO
Not for SEO
Partially for SEO
Made for SEO
Research
Web Analytics
Production
UI API
Improved Efficiency Increase Productivity / Less Resource More Profits
Summary
How you makeit work for SEO
Not for SEO
Partially for SEO
Made for SEO
Research
Web Analytics
Production
UI API
Improved Efficiency Increase Productivity / Less Resource More Profits
Questions?
Thank you.