Evaluating a website for Search & Social.
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The presentation was given as a lecture to the Search & Social Media MBA at Salford University - it is a guide to evaluating a website in terms of its search performance (SEO & PPC) and social performance.
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Evaluating a website for Search & Social.
- 1. How to evaluate a website for search & social
- 3. Search & Social Recap Search - SEM Organic – SEO, Content Marketing Paid – PPC, Display Social – SMO, SMM
- 4. Insight & Research Understand the website/client • Industry/sector • Products/services • Audience/demographic • Focus/goals • Competitors This will start to build a picture of keywords and coverage needed…
- 5. Benchmarking Understand your current performance in order to identify areas for growth and opportunity. In order to understand where a site sits currently you must benchmark them within their industry and via each channel.
- 6. SEO - Benchmarking Historic Data – Year on Year
- 7. SEO - Benchmarking Algorithms & Penalties Data taken from semrush Example used is Interflora
- 8. SEO - Benchmarking Algorithms • Penguin Identify using backlink profiles. • Hummingbird Semantic search – giving the user good content • Panda Quality of content, variety, duplications
- 9. SEO - Benchmarking Site Audit • H1’s • Meta descriptions • Duplicate content • Site speed • Schema mark up • Sitemap.xml • Robots.txt Important signals to Google to help it read your site.
- 10. Paid - Benchmarking Current Account Audit • Current costs vs ROI • Performance Metrics & Data • Structural setup • Keyword analysis • Ad copy quality • Settings • Additional features
- 11. Social - Benchmarking Current Coverage Analysis • Profiles/ownership • Channels • Followers/Fans/Likes ect… • Average engagement/reach • Referrals back to site
- 12. Competitors Understanding and benchmarking against competitors will allow you to better target new site visitors and map out a path to get better site performance.
- 13. SEO - Competitors Basic - Identify keywords and check rankings in comparison. Intermediate – Use tools like sem rush Advanced – Compare backlink profiles
- 14. Paid - Competitors Identify via searching for head terms and long tail keywords.
- 16. Conversion Rates On-page/Landing pages Conversion paths Competitor comparison Call to actions Usability/Experience
- 18. Strategy Identify goals and objectives for each channel, feed competitor research into strategy, when using multiple channels integrate your strategy. SEO Objective: More traffic Paid Objective: More sales Social Objective: Brand engagement
- 19. Opportunities Identify areas of growth… SEO Technical – bad technical is unlikely to rank Content – bad content is unlikely to rank Outreach - needed to strengthen and build (backlinks, social signals)
- 20. Opportunities Identify areas of growth… PPC Structural – relevance provides higher conversion rates Quality scores – lower cost per clicks Conversions – Optimising performance Coverage – New opportunities for testing
- 21. Opportunities Identify areas of growth… Social Audience profiling – identify influencers and engage Engagement – ongoing activity Innovation – creative campaign ideas Strategy – focus on how your personas/brand in developing.
- 23. Useful Tools Webmaster tools Semrush Searchmetrics Google Analytics Google Adwords (keyword planner tool) Google Trends Hootsuite/Buffer Sharetally.co Followerwonk Excel
Notas del editor
- Tools Lots of paid ones, free tools give you a snippet, webmaster tools give you a lot of links so can be comprehensive, professional tools show you a clear picture Pages/content resources – what do you have on site, why would they index a page with light content, high bounce rates, over something that people read… Wikipedia example – answers the questions
- Tools Lots of paid ones, free tools give you a snippet, webmaster tools give you a lot of links so can be comprehensive, professional tools show you a clear picture Pages/content resources – what do you have on site, why would they index a page with light content, high bounce rates, over something that people read… Wikipedia example – answers the questions
- A website has linked to all your competitors but not you? Why? How are they running their campaign, can you see they are targeting certain sectors or landing pages?
- What activity is taking place..? Compare engagement…