1. Links & Keyword Analysis
For Websites, Social Media Communities & SEO
Jake Aull, GSU Social Media Marketing Course
September 2011

2. Topics of this Presentation
• The Digital & Keyword Research Process
• What to Analyze, & What Tools to Use
• Applying the Digital Marketing Funnel
& the Web Visitor Clickstream Journy

3. The Research Process

4. Keyword Optimization – Process Inputs
• Content/Inputs:
– Brand measurement assessment
• what’s easy to measure?
– SEO goals discovery
– Content/keyword analysis of site
– Keyword research, analysis and comparison

5. Keyword Optimization – Initial Research Reports
• Reports/Outputs:
– Competitor ranking report
• Backlinks
– Keyword effectiveness index/ranking reports
– Head and long-tail keyword weighting for optimal
keywords/phrases
– KPIs and measurement plan

6. What to Analyze, & Tools to Use

7. Link Building
• Link Building & Inbound Links can include:
– Press release/white paper placement
– Social bookmarking (Del.icio.us)
– Submission to share sites (e.g., Digg, Technorati)
– Search engine local directories/site submissions (e.g.,
Yahoo! Local, InsiderPages, Yelp, etc.)
• Tools:
– Pro SEO tools utilized: Google AdWords keyword tool,
SEO Book Tools, iSpionage.com
– .xls report downloads, aggregated spreadsheets

8. Website Analytics
• Search Results:
– Search engines (Google, Bing, Yahoo!)
– Additional search engine tools (e.g., Google Webmaster tools,
Google Analytics)
• Analytics:
– KPI plan integration
– Keyword monitoring set-up (e.g., Google Alerts, SocialMention)
– Google analytics set-up
– Website auto reports set-up
• Monitoring:
– SocialMention.com
– Google Alerts
– HootSuite
– RSS/email subscribe to updates/comments

9. Back Links Analysis
• Let's say you wish to assess backlinks/inbound
links to a website:
– Go to Yahoo.com
– Type “linkdomain:yoursite.com –site:yoursite.com” in
the search field
– This will report the number of backlinks, while
subtracting your own brand site’s irrelevant internal
links.
– For more, see:
http://searchenginewatch.com/article/2067876/SEO-Link-Building-Fundamentals

10. Back Links Analysis
• Inbound web links (a.k.a. backlinks and referrals)
are vital. Here's why:
– They boost search engine rankings (both for the target
website and themselves).
– They increase paths to the target - more ways and places
for visitors to find the site.
– They create alternative entry paths for crawlers to specific
web pages (even when the target site is not optimized for
search engines).
– Inbound links represent a solid, alternative (to in-site) web
metric. They gauge the content value and referral traffic of
a site in the online marketplace (especially valuable if there
are issues with existing in-site SEO or analytics).
– They get shared among web users and multiplicity of
network effects occurs.

11. Applying the Digital Marketing Funnel
& The Customer Journey Clickstream

12. SEO Funnel

13. Web Marketing Funnel

14. Web Marketing Funnel

15. Return-Visitor Journey/Value Chain
• Repeat Traffic Begins with:
– Brand SoMe followers (e.g. Twitter)
– Assuming the social media channels largely drive traffic
to major web page/community hub
|
• Click through:
– From post/teaser CTA (call-to-action)
– Click to full story (e.g., blog or Facebook)
|
• Click to end of funnel:
– CTA drives objective
– Click through to landing page/community