My presentation from SES London 2012

1. London | 20–24 Feb, 2012 | #seslondon
Just Search / Getupdated
• Description. The leading search marketing conference in Europe and
continues to get bigger and better year-on-year. Bringing together the
industry's brightest minds and most seasoned practitioners.
• Learn how to optimise your web site for the most efficient crawling and
indexing. Use keyword analysis to discover top converting words and
phrases for optimum conversion.
• Make link building for super ranking at the major search engines second
nature. Tackle local, mobile, video, analytics and social media like a
marketing Ninja.
• In fact, become your own leading search marketing expert.
@theukseo

2. London | 20–24 Feb, 2012 | #seslondon
SEO Tools of the Trade
Solve
• Help me solve a problem
Data
• Help me find information I don’t know
Efficiency
• Help me do my Job
@theukseo

3. London | 20–24 Feb, 2012 | #seslondon
Solve Data Efficiency
“A Good SEO never blames
his tools”
@theukseo

4. London | 20–24 Feb, 2012 | #seslondon
Solve Data Efficiency
14 Tools in
@theukseo

5. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site is multi-lingual / Operates in Different markets”
1. See what Google looks like for other countries
2. Quickly view where a website is hosted and age
3. Use Google webmaster tool to give the correct Geo-location
@theukseo

6. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site is multi-lingual / Operate in Different markets”
4. Use Majestic SEO and export links by Country code
Majestic SEO | links by Country
US
UK
DE
(blank)
CA
JP
IE
BR
SE
CZ
@theukseo

7. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site dropped rankings and traffic?”
5. Copyscape can be used to identify other sites
with your content
6. Use Google webmaster tool to check crawl errors
404 issues / Malware.
7. Firebug is an essential tool for quickly reviewing code
Look for hidden text issue with the code.
@theukseo

8. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site dropped rankings and traffic?”
8. Google Page speed allows you to quickly identify issues
9. Monitor uptime of your website to
ensure there isn’t a server issue.
10. Xenu is a tool which allows you to spider your
website
@theukseo

9. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site dropped rankings and traffic?”
11. Download Data from Open site explorer and segment anchor text
Anchor Text variations
16
14
12
Anchor Text Variations
10 Brand
Keyword
8
Misc
6 Spam
4
2
0
@theukseo

10. London | 20–24 Feb, 2012 | #seslondon
Solve
“My Site has a low conversion rate!”
12. Find your sales objections and test
them.
13. Test your suggestions with users
14. Split test your designs with Google
website optimizer
@theukseo

11. London | 20–24 Feb, 2012 | #seslondon
Data
Basics covered!
lets have some fun
with Data 
@theukseo

12. London | 20–24 Feb, 2012 | #seslondon
Data
“I need Data for Keyword Research”
@theukseo

13. London | 20–24 Feb, 2012 | #seslondon
Data
“Find alternate uses for tools”
@theukseo

14. London | 20–24 Feb, 2012 | #seslondon
Data
“Organic CTR”
• 100 Websites
• 2710 keywords
@theukseo

15. London | 20–24 Feb, 2012 | #seslondon
Data
“Forecast Results”
1. Take Adwords Exact Search Volume
2. Add 8% - (For Other Search Engines)
3. Add 30% for Keyword Variations
4. Multiply by 65% - For Click to Organic and not Paid
5. Multiply by 5% - Average CTR for 1st Page
= VISITS +/- 10%
@theukseo

16. London | 20–24 Feb, 2012 | #seslondon
Data
“Competitor Analysis – Links”
Collect • Download links from
Majestic SEO or OSE
Data
Create • Compare website
Pivot Table link profiles quickly.
• Quickly Compare
Visualise your site against the
competition
@theukseo

17. London | 20–24 Feb, 2012 | #seslondon
Data
“Competitor Analysis – Links”
12000
9
10000 8
8000 7
No. of Links
6
6000
5
4000 4
3
2000
2
0 1
Website
@theukseo

18. London | 20–24 Feb, 2012 | #seslondon
Data
“Competitor Analysis – Social”
Collect • Download CSV of search queries from
Data Social Mention
Categorise • A Quick VLOOPUP can let you easily
Data categorise data.
Create • Quickly Compare your site
against the competition
Pivot Table
Visualise
@theukseo

19. London | 20–24 Feb, 2012 | #seslondon
Data
“Competitor Analysis – Social Media”
Social Mediums Top influencers
smile_hi
Micromedia
kennethkin58
Social Networks
nordic_metalhead
Social Mediums
Images polymath22
Social Mediums
kkambara
Multimedia
SchoolofRockDirector
Video
jemsweb
Social bookmarking theaquariusview
Unknown
News
0 5 10 15 20 25 30 35
0 50 100 150 200 250 300
No. of Mentions
No. of Mentions
@theukseo

20. London | 20–24 Feb, 2012 | #seslondon
Efficiency
Save Time
Save Resource More Money
Enhance Work
@theukseo

21. London | 20–24 Feb, 2012 | #seslondon
Efficiency
“I need to pull all the data above together”
@theukseo

22. London | 20–24 Feb, 2012 | #seslondon
Efficiency
“Pages Indexed”
@theukseo

23. London | 20–24 Feb, 2012 | #seslondon
Efficiency
“Ranking Overview”
@theukseo

24. London | 20–24 Feb, 2012 | #seslondon
Efficiency
“Potential”
@theukseo

25. London | 20–24 Feb, 2012 | #seslondon
Efficiency
“Reporting”
Pay-Per-Click Jan-12
Clicks 7,169
Total Google Adwords spend £3,162
Conversion rate 6%
Cost per conversion £6.32
Total conversions 500
SEO - organic search Jan-12
Total non-brand search visits 4,717
Non-brand keywords 2,657
SEO spend £1,500
SEO conversion rate 5%
SEO cost per conversion £4.93
SEO goal conversions 304
@theukseo

26. London | 20–24 Feb, 2012 | #seslondon
Solve
Efficiency
“Third Party tools are designed by Third Parties”
• They have resource
• Man power
• Data
“However they can never truly meet all your
needs and that you will have to fit around
them and not the other way around”
@theukseo

27. London | 20–24 Feb, 2012 | #seslondon
Solve
Efficiency
“Build your own!”
You can find an API for most software!
@theukseo

28. London | 20–24 Feb, 2012 | #seslondon
SEO Tools of the Trade: Takeaways
1. Solve Problems – Tools to quickly Analyse, SERP’s for
Multi Lingual use or Ranking drops.
2. Data – Quickly Segment Data from Majestic SEO or
Social Mention and learn how to forecast
3. Efficiency – Tools such as Analytics SEO can help take
away hours of work reporting and recording dat. –
But you should always think about building your
own!
@theukseo