Effective and easy to use tools for analysing, improving and measuring your SEO efforts. Presented at Bizcamp Belfast 08/04/13

1. Top Tools in Your SEO Tool Kit
Denise Cowan, Digital Marketing Manager
& Lea Glover, Digital Marketing Executive
The Web Bureau Ltd
www.thewebbureau.com | info@thewebbureau.com
@thewebbureau
facebook.com/thewebbureau
linkedin.com/in/thewebbureau

2. Who We Are
The 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

3. What is
SEO?

4. Why Is SEO So Important?
• You are targeting a mass market that is actively
searching for YOUR Products & Services

5. Why Is SEO So Important?

6. 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’

7. SEO
Tools

8. 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/

10. 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/

12. 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

13. Google Keyword Tool Dashboard

14. 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 markets
Resources: www.google.com/trends/

15. 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

16. 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

17. 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/

18. Google Alerts Tracking
• Your articles
• Competitors articles
• Competing websites
• Keywords
• Product reviews
• FAQs
Resources: www.google.co.uk/alerts

19. 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

20. 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

21. Visual Content Marketing to Grow in 2013

22. Signal Signals on Open Site Explorer

23. Further Reading
Online
Books • Matt Cutts (Google Blogger)
 www.mattcutts.com
 McDonald, Jason (2012),
SEO Fitness Workbook, • Search Engine Land
Your Step-by-step Guide to  http://searchengineland.com
Dominating Google and Bing • SEO Moz
 www.seomoz.org/blog
• SEO Book
 Enge, Eric et al. (2012),
 www.seobook.com/blog
The Art of SEO,
Second Edition • SE Round Table
 www.seroundtable.com
(Eric Enge, Stephan
Spencer, Jessie Stricchiola & Rand • State of Search
Fishkin)  www.stateofsearch.com
• Smart Insights
 www.smartinsights.com/blog
• E-Consultancy
 http://econsultancy.com/uk

24. Top Tools in Your SEO Tool Kit
Denise Cowan, Digital Marketing Manager
& Lea Glover, Digital Marketing Executive
The Web Bureau Ltd
www.thewebbureau.com | info@thewebbureau.com
@thewebbureau
facebook.com/thewebbureau
linkedin.com/in/thewebbureau