Post on 02-Nov-2014
description
By Andrew Griffiths
Reporting, Content Marketing & Technical SEO
SEO
Str
ateg
y Reporting
Content marketing
Content authority
Tech SEO
Reporting
Effective Reporting• Questions - Stakeholders– What SEO tasks have been completed this month?– What impact did these efforts have on our SEO
presence?– What new opportunities have been identified?– Are there any new competitive threats?
• Provide Answers – SEO Data Team– Choose relevant SEO metrics & develop KPIs
Effective ReportingKPIs & metrics ideally should be agreed upon. Metrics I would recommend include:
• Organic search traffic both as a percentage of overall website traffic and the number of unique visitors, MoM etc. Vs Target
• Number of unbranded keywords driving traffic & conversions• Quality of traffic – conversions & interactions
• Backlink diversity – domain, anchor text, content, trust• Social signals by social channel
Reporting Tools
Ranking software - Use Linkdex or Web CEO to simplify and standardise reporting
Easily examine and report on competitor ranks for head keywords
Backlink Diversity & Quality
GA Dashboard Example
Effective Reporting Summary- Agree upon KPIs- Gather baseline metrics- Tools - Rankings software, Majestic SEO, GA, GA API with Excel- Use GA Dashboards, WMT, ranking reports, Majestic SEO, OSE. Possibly
Linkdex to look at CTR, long tail KW rankings etc.- KW data from Bing, PPC, Google WMT
- Organic traffic & goal completion - Rankings & competitor rankings – head keywords- Analysis of landing pages, bounce rate, conversions- Social and backlink metrics (emphasis on quality & diversity)- Google Trends data in terms of overall interest in markets- SEO industry news- Author Rank(?)
Content Marketing & SEO
Effective SEO
- “Link-building” is regarded by some as a slightly spammy phrase (but we all still do it)
- It is more important than ever to implement a high quality link building strategy which is future proofed
- Diversity & quality. Trusted sites only.- High quality content – attract natural links- Social, Google+, <OG> tags, rel=author
Current BackLinks
• 17 root domains, 81 links• Product review links, 3 or
4 per post
• Monitor incoming links• Disavow when required
• Backlink diversity• Vary methods • Campaigns for natural
links• High quality content for
natural links
SEO StrategyEstablish baseline metrics & competition:
• Check current rankings for KWs – Linkdex can check rankings
• Examine competitors and their SEO metrics & backlinks – SEMRush
• Keywords research - use ubbersuggest and Google keyword planner
• Same process for MyVitamins
Examine online community & influencers:
• What bloggers currently exist that have high authority in the fitness niche?
• Which relationships would you look to build, what content could you provide them to build links naturally?
• What is the best way to create content and get it noticed and shared?
SEM Rush
• Find influencers with authority– Perform search on Google, Technorati, AllTop– Use FollowerWonk, Buzzstream, Feedly & Moz bar– Competitor researchLook at:– SEO Metrics– Social influence
SEO Strategy
• How do we get influencers on board?
- Help them achieve their own goals- Offer extremely high & unique quality content- Podcasts, videos, seminars, articles, resources- Establish ourselves as an authority
SEO Strategy
Ben Coomber is great at building authority with others
Building your website’s InfluenceEstablish your website as an authority – get influencer’s attention & trust• Authorship on Google+ & articles• Get involved in social groups and build relationships – build
trust in any content you share• Create a free course, hold webinars - educational• High quality, very selective guest posts to increase author
rank• Articles – In-Depth if possible• Limited use of high quality infographics • Bigger campaigns…
Author Rank
• Author Rank is an important trust metric
• Google+ is fundamental to SEO since Hummingbird
• Effective SEO, includes effective use of Google+
Building your website’s AuthorityIn-Depth Articles in SERPs
Building your website’s InfluenceTypes of ContentLong tail keywords ‘targeting’ is vital for effective SEO• ebooks• Stories – success stories with tips• Top 10s – easy to read and share• Academic resources – e.g. In-Depth-Articles• Practical Resources - Workout plans / systems• Diet plans & recipes• Interviews• Thought provoking PR & Viral campaigns• Reformat content and share – e.g. slideshare, podcasts
Content Marketing
Top 10s (and Top 5s)
Interviews
Building your website’s Influence
• ExRx.net - Simple, extremely useful resource
• Great example of excellent fitness related content
Building your website’s Influence
• Controversial article with only subtle reference/link to TheProteinWorks to restrict any damage to brand
• Could look to do something less controversial but just as interesting e.g. a social experiment
Why people share…
Sharing contentBuilding your website’s Influence
• Great Content containing valuable info &/or entertainment• Readability & images• Headlines matter – Promise info, tips, great content• Build social profiles to make sharing content effective• Finish article with call to action• Sign up to blog aggregators like AllTop• Incentivise colleagues to share• See what content websites like to share, and create
something relevant – Mashable & Batman infographic• Outreach to “Influencers”
Summary
• Build Author Rank and use in-depth articles• Use keyword research and keyword ‘difficulty’ • Use Google+ for Hangouts, Webinars• Use a variety of link building methods• Vary no-follow, follow links with mainly brand based anchor
text• High quality articles based on keyword research• Social is crucial for sharing content – don’t silo from SEO• Monitor inbound links and disavow when required
Building your website’s Influence
Technical SEO
Screaming Frog used to crawl website to check for errors in code and general SEO best practices
Google Speed Test used to check speed of site and mobile experience
SEO Quake plugin used to analyse keyword density, sitemap, robots.txt
Moz Bar used to examine Page & Domain Authority and PageRank
Tech SEO Example
Some basics missing – canonical tags, image alt tags full of ‘#’ instead of keywords
HomePage Overview Metric or Asset Score or Description Grade
Page Rank 0 – may be waiting to update n/a HomePage Authority 44 B- Keyword Focus Poor focus on head KWs (?) B Duplicate Content No canonical tag E Header Tags No H1 tag E Meta Title 64 characters B Meta Description 254 characters D- Image Alt tags 6 empty alt tags C- Google cache Content & navigation present A Text/HTML 34% B
Tech SEO – SEO Quake KW Density
SEO Quake screenshot - KW phrases[Whey protein] is repeated 4 times on the homepageThe KW is not found in the meta-title or description
Tech SEO ExampleDomain Overview
Metric or Asset Score or Description Grade Page Rank 0 - may be waiting to update n/a Domain Authority 53 B- Product Page Depth Max of 3 clicks from homepage A- Duplicate Content 210 canonical tags missing E Use of JS, CSS & Flash Crawable with code disabled A Robots.txt Present, no errors A Search for brand name [myprotein USA]Ranked 1st A SiteMap XML Not complete C SiteMap HTML Not Present – menu only C Keyword Focus Poor focus on head KWs C Header Tags No H1 tag on several pages D Header Tags No KW focus in H2 or H3 tags E Meta Titles 9>70 characters, 95 =<30 D- Meta Descriptions 104 >180 chars, 1 empty D- Status Codes No 302s, 400 or 500 errors A
Tech SEO Example
Tech SEO Example
Tech SEO Summary
• Make everything mobile optimised - responsive• Use Rich Snippets / Schema mark up• Use H1 tag on homepage• Use keywords in H1 and H2 tags• Make meta titles & descriptions correct length
Tech SEO Summary
• Use Authorship on articles• Add canonical tags• Create full XML sitemap• Give images meaningful file names• Complete all image alt attributes• Review robots.txt – disallow cart pages?
Thank you!
• Please visit my blog• http://blackbeltwhitehat.com/
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