Top 10 SEO Tools for 2016 - Leverage Technology to Generate Results Are you overwhelmed with the countless SEO tools claiming your rankings will improve? Do you feel skeptical any time a salesperson claims their technology has "SEO benefits"? Have you invested substantial time or money into a tool, but have no results to show? The marketing technology landscape is full of free and paid SEO tools promising extravagant results. We'll demystify the technology behind SEO tools to keep you on top of the latest and greatest tools to start your year off on the right foot. Key Takeaways: - Find out how evaluate the latest SEO tools - Learn how to budget effectively for new technology - Uncover meaningful insights from SEO tools - Derive a return on your time and budgeted investment Check out the Top 10 SEO Tools you can use to earn meaningful organic search traffic to your website in 2016.

1. SEO TOOLSLeverage Technology to Generate Results
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2. AGENDA
1. A little about Relevance Advisors
2. Evaluate the latest SEO tools
3. Budget effectively for new technology
4. Top 10 SEO tools for 2016
5. Uncover meaningful insights from SEO tools
6. Derive ROI from your budgeted investment
7. Q&A
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3. Relationships. Results. Relevance.

4. WHO
We are a group of
experienced marketing
professionals specializing
in search marketing.
WHEN
We help our clients
identify and drive qualified
customers to their
websites and optimize the
experience in order to
grow their businesses and
increase the return on their
digital investment.
WHY
We value our relationships
with our clients and always
seek to serve consumer
and client needs.
WHAT
We have a strong focus
on results and continually
seek and deploy ways to
build sustainable, long-
term success.
WHERE
Relevance Advisors
is a digital agency
headquartered in
Atlanta, Georgia.

5. CLIENT PARTNERS
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6. AGENCY PARTNERS
MEDIA PARTNERS & CERTIFICATIONS
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7. Jordan Silton
DIRECTOR OF DIGITAL MARKETING
Benjamin Rudolph
PRESIDENT & CEO
Brian Diener
SEARCH MARKETING ANALYST
John Rhinehart
SEARCH MARKETING ANALYST
Kim Jones
SEARCH MARKETING ANALYST
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8. PAID SEARCH SEO ANALYTICS
SERVICES
Our clients hire us for search marketing, but think of
us as business consultants. We arm our clients with
the tools to outperform the competition.
DISPLAY & SOCIAL

9. We explain everything we do in terms you can understand. We don’t believe in a black
box and hiding behind code. We provide a regular report card of our performance.
We partner with our clients to help them achieve their performance goals.
MEASUREMENT

10. EVALUATE
The Latest SEO Tools

11. What are the greatest challenges in managing SEO?
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12. What technology do you use to manage SEO?
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13. What types of tools are there?
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• Rankings – AuthorityLabs, STAT, SERPs.com, AWR Cloud, etc.
• Links – Ahrefs, Majestic, Moz, Google Search Console, etc.
• Crawlers – DeepCrawl, ScreamingFrog, Xenu's Link Sleuth, etc.
• Competitive Intelligence – SearchMetrics, SEMrush, etc.
• Keyword Research – AdWords Keyword Planner, Wordtracker, etc.
• Conversion Optimization – Optimizely, Unbounce, VWO, etc.
• Site Monitoring – New Relic, Pingdom, GTmetrix, etc.
• Local – MomentFeed, Moz Local, Yext, BrightLocal, etc.

14. What other tools impact SEO?
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• Search Engines – Autocomplete, “Searches related to”, Google Insights
• Webmaster Tools – Google Search Console, Bing Webmaster Tools
• Analytics – Google Analytics, Adobe Analytics, Kissmetrics, etc.
• Presentations – PowerPoint, Keynote, etc.
• Charts – Excel, Numbers, R, etc.
• Log File Analyzers – AWStats, Splunk, W3Perl, etc.
• Browsers – View Source, Inspect Element, Console, Network, etc.
• RSS Feed Reader – Feedly, Pocket, Reeder, Email Subscriptions

15. What do the “enterprise” tools do?
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• Link analysis and acquisition
• Keyword research and rank analysis
• Site audits and crawlers
• Tracking for social signals
• Content marketing features
• Mobile and local analytics
• APIs and data integrations

16. Where does the data come from?
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• BrightEdge – Majestic (linking), Licensed (competitive)
• Conductor – Moz (linking), SEMrush (competitive)
• Rio SEO– Majestic (linking), Licensed (competitive)
• SearchMetrics – 100% Proprietary
• seoClarity – Majestic & Moz (linking), Licensed (competitive)

17. BUDGET
Effectively for New Technology

18. Why are you using a tool?
• Automate manual process(es)
• Repeat task(s) over time
• Interact with large data set(s)
• Access to proprietary data
• Integrate and visualize multiple inputs
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19. Step 1: Can you do it manually?
• Is it possible to run this manually?
• How often does the task need to be completed?
• Do you have existing bandwidth?
• Can you get equivalent data with a free tool?
• If it’s possible, continue. If not, skip to Step 6.
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20. Step 2: Estimate time to complete
• If you can do it manually,
– How long for one person?
– How long for two people?
– How often do you need to complete this task?
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21. Step 3: How much is your time worth?
• Hire an employee: $30,000-$100,000+ salary
• Agency: $100-$200+/hour
• Freelancer : $50-200+/hour
• Elance: $15-$35+/hour
• Fiverr: $5/task
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22. Step 4: Opportunity Cost of Your Time
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23. Step 5: Put it all together!
Resources 1
Time/Resource 3 hours
Resource Rate $150/hour
Frequency Weekly
Cost/Week $450
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24. Step 6: Manual vs. Tool Comparison
Manual Cost > Tool Cost
$450/week > $99/month
$1,800/month > $99/month
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25. Step 7: Compare to Value Created
Tool Value > Tool Cost
$1,000/year > $99/month
$1,000/year > $1,188/year
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26. Wait, should I build it myself?
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27. TOP 10
SEO Tools for 2016

28. 10. StatusCake
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29. 9. Optimizely
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30. 8. SearchMetrics
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31. 7. MomentFeed
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32. 6. AWR Cloud
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33. 5. Feedly
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34. 4. Screaming Frog SEO Spider
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35. 3. Google Analytics/Search Console
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36. 2. Microsoft Excel
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37. 1. Google Chrome
• Inspect and Edit Pages
and Styles
• Simulate Mobile Devices
• Turn JavaScript Off
• Evaluate Performance
• JavaScript Console
• Add Extensions
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38. UNCOVER
Meaningful Insights from SEO Tools

39. What tools sound most
interesting to you?
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40. What do you want
a tool to do?
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41. DERIVE
ROI from your Budgeted Investment

42. Kissmetrics Proposes One Option
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h"ps://blog.kissmetrics.com/measure-actual-seo-roi/

43. Questions Worth Considering
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• If I did nothing, what would happen?
• Can you isolate changes and measure impact?
• Can you run a statistically significant test?
• Are traffic and rankings good metrics to measure value?
• How does organic search assist other channels?
• Is Google Analytics setup correctly?
• How does your business make money?

44. THANK YOU
JORDAN SILTON
Director of Digital Marketing
jordan.silton@relevanceadvisors.com
@jsilton