Raleigh SEO Meetup“Create the Ultimate SEO Toolbelt” | September 15th, 2015

Lee KennedySearch Director, Coalmarch Productions

Twitter: @LeeLKennedyWebsite: leelkennedy.com

Twitter: @CoalmarchWebsite: coalmarch.com

What is the goal here?

Tools≠

automation“Woman in Hammock”

By savit keawtavee at FreeDigitalPhotos.net

Not just talking about “black hat” SEO

I’m talking about being a legit business.http://linksearching.com/top-10-black-hat-seo-tools/“If you ask me which [tool] is better to create an unlimited number of trusted backlinks [it’s X]. In 7 days, you can have tons of backlinks.”

What are we talking about?

Toolsas

catalysts

“Scientist Using Pipettes In Laboratory”By Photokanok at FreeDigitalPhotos.net

1.Awareness2.Productivity3.Efficiency

“Angry Gorilla Mechanic Spanner Cartoon”By vectorolie at FreeDigitalPhotos.net

Awareness=

Real-time reporting on SEO efforts.

“Alert Button Shows Danger Warning Or Beware”By Stuart Miles at FreeDigitalPhotos.net

Productivity=

Removing obstacles, preventing

distractions.“Overwhelmed With Too Many Tasks”By marcolm at FreeDigitalPhotos.net

Efficiency=

Spend your time on only

the most important

tasks. “Profit Magnifier Definition Means Company Growth Or Performance”By Stuart Miles at FreeDigitalPhotos.net

Awareness

AwarenessProblems you need to solve:

1. How is your website performing?

2. What is your goal for the campaign?

3. How will you determine success?

Tools to solve these problems:

1. Google Analytics

2. Search Console

3. Call Tracking Metrics

How is your website performing?

● ABC’s of GA (Acquisition, Behavior, Conversion).

● Internalize the health of your site(s).

Takeaway:Destroy spam! Add a hostname include filter.

Tool: Google Search ConsoleReport: Search Traffic > Search Analytics > Position by Device

What is your goal for the campaign?

Start with the goals of the business.

Communicate your goals with the stakeholders.

Takeaway:Get everyone to

participate. Create a dashboard.

Tool: Google AnalyticsReport: Custom Dashboard > “PPC QA”

How will you determine success?

Set SMART goals. Measurable + Timely.

Avoid working w/ people that won’t trust you.

Takeaway:Your home page should

not get the most organic traffic.

Tool: Google AnalyticsReport: Acquisition > All Traffic > Source/Medium > Medium by Landing Page

+524.81%Year-over-year change in Google Organic traffic since

launch.

Productivity

ProductivityProblems you need to solve:

1. How can you streamline project management?

2. How can you communicate efficiently?

3. How can you prevent mishaps?

Tools to solve these problems:

1. Basecamp, Asana

2. JIRA, Sortd

3. Slack, Hipchat

How can you streamline project management?No more “Where did I

put that?” b/c it’s searchable.

No more context switching.

Takeaway:Try a few, pick one, and

stick with it.Tool: Basecamp

Report: Homepage of “Coalmarch Marketing” project

How can you communicate efficiently?

Chat + file sharing + code formatting = win!

Great for employees working from home.

Takeaway:Make it fun! Share

personal photos, emoji, and gifs.

Tool: SlackReport: #cats channel

How can you prevent mishaps?

Document all the things! Follow ups, annotations.

Make checklists, set reminders.

Takeaway:If something

unfortunate does happen, get in front of it.

Tool: Sortd Gmail SkinReport: Homepage with custom lists: “To Do”, “Short Term”, “Long Term”

1.25 yrsFounding to $1,000,000,000 valuation for Slack (fastest company

ever).

Efficiency

EfficiencyProblems you need to solve:

1. How can you perform comprehensive research?

2. How can you implement changes effectively?

3. How can you analyze your progress?

Tools to solve these problems:

1. SEMRush, SimilarWeb, Majestic, Open Site Explorer, Screaming Frog + Excel

2. BuzzStream, BuzzSumo, Buffer, Hootsuite, MailChimp

3. Moz Pro, Moz Local

How can you perform comprehensive research?Don’t reinvent the

wheel for every SEO campaign.

Leverage your UVPs in existing, effective ways.

Takeaway:Find the

channel/website before it becomes popular.

Tool: SimilarWebReport: Overview / Referrals Report

How can you perform comprehensive research?

Tool: SimilarWeb + ExcelReport: HTML download, sorted by URL

Architecture + schema is growing in importance.

Get into the Knowledge Graph, new SERP types.

Takeaway:Wikidata is Google’s

latest KG storage site. Sign up!

How can you implement changes effectively?

Tool: BuzzSumoReport: Most Shared Report, Article + Infographics + Guest Post Content Types

Improve your content creation skills.

Build network of sites in your industry.

Takeaway:Get the entire team

together for content idea brainstorm.

How can you implement changes effectively?

Tool: BuzzStreamReport: Product Tour, Data Collection Preview

Forget about SEO when building relationships.

The smaller the site, the more it will mean to them.

Takeaway:Work as if you will “use”

the relationship in one year.

How can you analyze your progress?

Tool: Moz LocalReport: Published Listings Overview

The work you do now will help in 3-12 months.

Use a well-managed PPC campaign for now!

Takeaway:Experiment with

unfamiliar inbound channels!

How can you analyze your progress?

Tool: Moz ProReport: Search > Keyword Rankings Overview Report

Don’t just track “big head” keywords.

Focusing on continuing to push the flywheel.

Takeaway:Celebrate your wins,

learn from mistakes.

13.54%Average conversion rate for Coalmarch retainer clients, last 30 days.

Work smarter.Take breaks/naps.Be creative. It’s what makes you human.

We’re hiring!

Coalmarch Productions230 Fayetteville St #201Raleigh, NC 27601

Phone: 919-670-4996Email: info@coalmarch.comTwitter: @CoalmarchWebsite: www.coalmarch.com

Questions?

Thanks!