3. Reporting
Tracking/Analysis
Campaign
Research
THE SEO TOOLS PYRAMID
4. Reporting
Tools
Analytics Conversion
Tools Tools
PPC Social Media Link Building
Tools Tools Tools
Content Keyword Research Site Structure Competitor Analysis
Tools Tools Tools Tools
THE SEO TOOLS PYRAMID
5. WTF
Taylor?! Reporting
Tools
Analytics Conversion
Tools Tools
PPC Social Media Link Building
Tools Tools Tools
Content Keyword Research Site Structure Competitor Analysis
Tools Tools Tools Tools
THE SEO TOOLS PYRAMID
11. FINDING KEYWORD INSIGHTS
• Look at both organic and paid keyword referrals
• Sort by engagement metrics (bounce rate, conversions, pages/
visit, time on site)
• Which keywords show users highly engaged? Are you
targeting them yet?
12. Percentage of U.S. Clicks by Number of Keywords
Subject September ’10 October ’11 Change
One word 23.23% 27.23% +4%
Two words 24.02% 23.85% -0.17%
Three words 19.97% 19.12% -0.85%
Four words 13.61% 12.83% -0.78%
Five words 8.23% 7.47% -0.76%
Six words 4.51% 4.03% -0.48%
Seven words 2.58% 2.21% -0.37%
Eight+ words 3.85% 3.26% -0.59%
KEYWORD LENGTH IS DROPPING
Source: Hitwise
33. MONITORING IS YOUR
FRIEND
• Track
keyword and competitor brand searches for link
opportunities
• Discover easy-to-setup links from your own brand mentions
(that didn’t include a link)
• Discover evangelists to help endorse your product/service
• Find new communities to participate in
• Find great content/link bait ideas
34. $150/mo $775/mo $99/mo
Based on Usage Free Based on Usage
THE MAJOR PLAYERS
40. LINK RESEARCH TOOLS
• Drop My Link - http://dropmylink.com/
• Helps you create search queries to find links
• Ontolo - http://ontolo.com/link-building-tools
• Variety of management and research tools
• LotusJump - http://www.lotusjump.com/
• Link research software
41. NON-TRADITIONAL TOOLS
• HARO
• Respond to journalist requests
• Quora
• Find journalists who list titles in their profiles
• Topsy
• Find conversations about a specific link
• Sponsor conferences, contests and associations