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The SEO Audit Toolbox
BrightEdge
BrightEdge
The Good The Not so Good
BrightEdge
• Organic Traffic, Keyword
Tracking, Project
Management, Reporting &
More, All in One ...
Semrush
Semrush
The Good The Not so Good
• Regularly Updated Rankings
for All Search Terms in
Positions 1-100
• Assign “Dollar Val...
Word Cloud
Word Cloud
The Good The Not so Good
• Not Java based like Worddle
(Works with Chrome)
• What is The Content Really
About?
...
Lucky Orange
Lucky Orange
Lucky Orange
The Good The Not so Good
• Records Every Click, Mouse
Movement, Keystroke &
Interaction
• *** Out Keystrokes,...
GTmetrix
GTmetrix
GTmetrix
The Good The Not so Good
• Instant Breakdown of Page
Load Time, Size & Requests
• Waterfall Breakout to
Pinpoint ...
Screaming Frog
Screaming Frog
The Good The Not so Good
• Titles, Meta & Subheadings
• 301’s, 302’s, & 404’s
• Alt Image Tags
• Only Crawls 500 URLS in
F...
Majestic
Majestic
The Good The Not so Good
• Quick Overview of Link
Profiles
• Anchor Text Distribution
• New Additions Daily
• Fre...
Resources & Reference
BrightEdge
http://www.brightedge.com/
Semrush
https://www.semrush.com
Word Cloud
http://www.abcya.co...
May 12 & 13, 2016 | Breckenridge, Colorado
Promoting your promotions
Tiered Link Building
• Most “link builders” are creating and taking advantage of link
opportunities
• Directories
• Social Networking
• Social ...
This would be the
Tiered link building goes a little further than just building T1 links
directly linking to the site. Onc...
This would be the
After building a set of T1 properties, you will have the beginning
of a T1 network (Tier 1)
T1 Network
This would be the
T1 Network
Start building links to your other
Properties. This will increase the
Popularity of your T1 p...
• Duplicating grass roots organic popularity for
page rank
Why bother with tiered
link building?
• Increases indexation of...
• Duplicating grass roots organic popularity for
page rank
Why bother with tiered
link building?
• Increases indexation of...
• Increases popularity of T1
What does this
accomplish?
• Increase indexation rate
• Optimize well known properties (paras...
Results
The campaign above was completed with links all built manually/automated
No purchased / leased links
• Building trust and the reputation of your site
Benefits of Tiered Link
Building
• Building trust and reputation of links...
Benefits of Tiered Link
Building
Benefits of Tiered Link
Building
This video was
optimized
Using very little
T1 links
With a 6 Tier
Link Building
Profile.
Making Good Turns in SEO:
3 Insights from a Google Engineer
o VP of Product & Strategy
@ Volume Nine
o SEO
o Marketer
o Skier
o A guy often frustrated
with Google.
Hi, I’m David
I love tangible
directions.
Google is
vague.
I love tangible
directions.
Meet Paul Haahr
How Google Works:
A Ranking Engineer’s
Perspective:
http://www.stateofdigital.
com/how-google-works/
It’s not very often
Google teaches us
new tricks.
Mobile isn’t the future.
Mobile is now.
Insight #1
Mobile = Majority of Search Queries
(Duh!)
But the gap is going to widen.
Ways Google is Going Mobile-Centric:
o SERP Experiments = Majority Mobile
o User’s Location = Different SERPs
o Mobile Sit...
Google Quality Raters = Mobile First
“Needs Met rating asks raters to focus on mobile
users needs and think about how help...
David’s Lesson Learned - Mobile
In everything we do, we need to start
with mobile and work outwards.
Google cares deeply
about the quality of
content. Websites
MUST nail ‘E-A-T’.
Insight #2
What is E-A-T?
Expertise Authority
Trust
So, how good is your content?
Low Quality Pages
• Not much main content
• Author is not an authority or expert
• Negative ...
The “Don’t Suck” Test The “Me” Test
Two Quality Tests
Be honest, is this content
actually any good?
Would you engage with ...
David’s Lesson Learned - Quality
SEOs need to think of better ways to tactically
evaluate content quality. It is easy to s...
Google is obsessed
with properly
matching search
intent to search
results.
Insight #3
Google’s Needs Met Scale
Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
“Does a...
The Future of Relevancy
Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
...
Lead with a relevancy story. We
need to obsess over what the
user actually wants.
David’s Final Lesson Learned - Relevancy
Links & Resources:
‘How Google Works’ Talk:
http://www.stateofdigital.com/how-
google-works/
Google Quality Guidelines:
ht...
Why Location-Based Experience is the
New Frontier of Mobile Search
Yext by the Numbers
Yext is the world’s #1 Location Management Platform
650k+
Locations
Managed
425+
Enterprise
Clients
50...
What We See
Sources: Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015
Smartphones have fundamentally chan...
Location Services
The best apps on your phone use location services to help you Go Places.
Brands needs to be connected to all these
apps and services in order for mobile consumers
to easily find, visit and transa...
The Rise of Near-Me Searches
The Rise of Near-Me Searches
Mobile search behavior is anchored in local
Queries with “near me,” “closest,” and
“nearby” h...
The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
“Near me” searches have
increased so much that ...
The Rise of Near-Me Searches
Mobile Empowered Consumer Expectations
• Mobile consumers expect this information wherever an...
Micro-Moments: Location-Based Experience
Google defines these in-the-go searches as “micro-moments”
• Consumer journey is ...
Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat
Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks
Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+
Translation?
Reach customers wherever they search via integration-based partnerships with Google,
Facebook, Apple, and 100+ other third...
2. Need to Enhance Listings with Rich Content
When it comes to online
business information, less isn’t
more. Rich listings...
2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings
Study showed that across the
board, additional...
Yext:
#1 Global Location Data
Management Platform
#1 Location Management Platform & Ecosystem
Pages
Drive foot traffic from your online properties to your physical locations
with optimized local pages, locators, and ...
Xone
Engage customers via their smartphones during in-person visits, and after they have left.
Thank You
@yext
@timamiller
SearchCon 2016 | High Velocity Presentations
SearchCon 2016 | High Velocity Presentations
SearchCon 2016 | High Velocity Presentations
SearchCon 2016 | High Velocity Presentations
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SearchCon 2016 | High Velocity Presentations

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This is a document with all of the high velocity presentations at SearchCon this year.

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SearchCon 2016 | High Velocity Presentations

  1. 1. The SEO Audit Toolbox
  2. 2. BrightEdge
  3. 3. BrightEdge
  4. 4. The Good The Not so Good BrightEdge • Organic Traffic, Keyword Tracking, Project Management, Reporting & More, All in One Package • Efficient Tracking & Evaluation for 1000+ Page Sites • Data Cube: Keyword Tool and Competitor Rankings, All Keywords Ranking 1-100 • $$$$ & Yearly Contracts • Number of Keyword Tracking Limitations • Not Plug & Play, Requires Longer Setup Good For Ecommerce, Multi Location and Enterprise Level Sites
  5. 5. Semrush
  6. 6. Semrush The Good The Not so Good • Regularly Updated Rankings for All Search Terms in Positions 1-100 • Assign “Dollar Value” to Organic Rankings (How Much Would it Cost to Buy The Traffic via PPC) • Domain vs Domain vs Domain vs Domain Comparison • $69.95 - $549.95 Per Month Depending on Package • Doesn’t Take Google Places into Account in Rankings • Organic Traffic Data Can be Way Off from Google Analytics Good For Quick Competitor Analysis & Site Overview
  7. 7. Word Cloud
  8. 8. Word Cloud The Good The Not so Good • Not Java based like Worddle (Works with Chrome) • What is The Content Really About? • Free • Will only look at < 1,000 Unique Words • Can’t Export as a JPG or PNG Easily • Site Can be Finicky Good For Analyzing 100- 1000 Word Blocks of Content
  9. 9. Lucky Orange
  10. 10. Lucky Orange
  11. 11. Lucky Orange The Good The Not so Good • Records Every Click, Mouse Movement, Keystroke & Interaction • *** Out Keystrokes, Does Not Record User Info like CC #’s • Heat Maps, Form Abandonment, Live Chat • Can Slow a Site Down • $10 - $100+ Per Month • Package is Based on Page Views, Can Burn Through Them With a Bigger Site Good For Evaluating Conversion & Diagnosing Usability Issues
  12. 12. GTmetrix
  13. 13. GTmetrix
  14. 14. GTmetrix The Good The Not so Good • Instant Breakdown of Page Load Time, Size & Requests • Waterfall Breakout to Pinpoint Bottlenecks • Free (Paid Pro Version Available) • Displayed Load Times Can Bounce Around Quite a Bit • Blanket Recommendations • Issues Sometimes with https Sites Good For Evaluating Page Speed & Server Response Time
  15. 15. Screaming Frog
  16. 16. Screaming Frog
  17. 17. The Good The Not so Good • Titles, Meta & Subheadings • 301’s, 302’s, & 404’s • Alt Image Tags • Only Crawls 500 URLS in Free Version Screaming Frog Good For Quick Site Overview of Page Titles & Meta Descriptions
  18. 18. Majestic
  19. 19. Majestic The Good The Not so Good • Quick Overview of Link Profiles • Anchor Text Distribution • New Additions Daily • Free Version is Very Limited Plans start a $50 per Month • No Function for Building A Disavow File Directly From Tool Like In Ahrefs Good For Link Profile Overviews & In Depth Audits
  20. 20. Resources & Reference BrightEdge http://www.brightedge.com/ Semrush https://www.semrush.com Word Cloud http://www.abcya.com/word_clouds.htm Lucky Orange http://luckyorange.com/ GTmetrix https://gtmetrix.com/ Screaming Frog https://www.screamingfrog.co.uk/seo-spider/ Majestic https://majestic.com
  21. 21. May 12 & 13, 2016 | Breckenridge, Colorado
  22. 22. Promoting your promotions Tiered Link Building
  23. 23. • Most “link builders” are creating and taking advantage of link opportunities • Directories • Social Networking • Social Media • Contribution / Guest Blogging • You do SEO so you probably know 1,000s of properties to create valuable links at, right? What is tiered link building?
  24. 24. This would be the Tiered link building goes a little further than just building T1 links directly linking to the site. Once a Link is built. What is tiered link building? This would be a link, built however you like. This is your target site.
  25. 25. This would be the After building a set of T1 properties, you will have the beginning of a T1 network (Tier 1) T1 Network
  26. 26. This would be the T1 Network Start building links to your other Properties. This will increase the Popularity of your T1 properties.
  27. 27. • Duplicating grass roots organic popularity for page rank Why bother with tiered link building? • Increases indexation of target page • Lower tiers can be manipulated for keyword direction
  28. 28. • Duplicating grass roots organic popularity for page rank Why bother with tiered link building? • Increases indexation of target page • Lower tiers can be manipulated for keyword direction
  29. 29. • Increases popularity of T1 What does this accomplish? • Increase indexation rate • Optimize well known properties (parasite SEO)
  30. 30. Results The campaign above was completed with links all built manually/automated No purchased / leased links
  31. 31. • Building trust and the reputation of your site Benefits of Tiered Link Building • Building trust and reputation of links that you control • Little Tier 1 action (you can accomplish huge rankings with a small amount of links)
  32. 32. Benefits of Tiered Link Building
  33. 33. Benefits of Tiered Link Building This video was optimized Using very little T1 links With a 6 Tier Link Building Profile.
  34. 34. Making Good Turns in SEO: 3 Insights from a Google Engineer
  35. 35. o VP of Product & Strategy @ Volume Nine o SEO o Marketer o Skier o A guy often frustrated with Google. Hi, I’m David
  36. 36. I love tangible directions. Google is vague. I love tangible directions.
  37. 37. Meet Paul Haahr How Google Works: A Ranking Engineer’s Perspective: http://www.stateofdigital. com/how-google-works/
  38. 38. It’s not very often Google teaches us new tricks.
  39. 39. Mobile isn’t the future. Mobile is now. Insight #1
  40. 40. Mobile = Majority of Search Queries (Duh!) But the gap is going to widen.
  41. 41. Ways Google is Going Mobile-Centric: o SERP Experiments = Majority Mobile o User’s Location = Different SERPs o Mobile Site Speed = Crucial (i.e. AMP Pages) o Google Quality Raters = Mobile First Focus
  42. 42. Google Quality Raters = Mobile First “Needs Met rating asks raters to focus on mobile users needs and think about how helpful and satisfying the result is for the mobile users.” - Google Example: Satisfying Results
  43. 43. David’s Lesson Learned - Mobile In everything we do, we need to start with mobile and work outwards.
  44. 44. Google cares deeply about the quality of content. Websites MUST nail ‘E-A-T’. Insight #2
  45. 45. What is E-A-T? Expertise Authority Trust
  46. 46. So, how good is your content? Low Quality Pages • Not much main content • Author is not an authority or expert • Negative site-wide reputation • Is primarily text-based • Secondary Content is distracting (i.e. Ads) High Quality Pages • A lot of main content • Demonstrates E-A-T • Good site-wide reputation • Uses different mediums • Has a “satisfying amount” of high quality content
  47. 47. The “Don’t Suck” Test The “Me” Test Two Quality Tests Be honest, is this content actually any good? Would you engage with this content on your own time?
  48. 48. David’s Lesson Learned - Quality SEOs need to think of better ways to tactically evaluate content quality. It is easy to see that your content sucks but hard to convince a client their content sucks.
  49. 49. Google is obsessed with properly matching search intent to search results. Insight #3
  50. 50. Google’s Needs Met Scale Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html “Does a page usefully answer a user’s query?”
  51. 51. The Future of Relevancy Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440 Queries, not Keywords Customization, not quantity Learning, not Algorithms
  52. 52. Lead with a relevancy story. We need to obsess over what the user actually wants. David’s Final Lesson Learned - Relevancy
  53. 53. Links & Resources: ‘How Google Works’ Talk: http://www.stateofdigital.com/how- google-works/ Google Quality Guidelines: https://webmasters.googleblog.com/20 15/11/updating-our-search-quality- rating.html Email: Dyarian@v9seo.com
  54. 54. Why Location-Based Experience is the New Frontier of Mobile Search
  55. 55. Yext by the Numbers Yext is the world’s #1 Location Management Platform 650k+ Locations Managed 425+ Enterprise Clients 500+ Employees 6 Offices Worldwide 100+ Global Publisher Partners 115+ Member Technology Team $115M Funding 2014 + 2015 Forbes most promising companies list 60+ Member Services Team
  56. 56. What We See Sources: Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015 Smartphones have fundamentally changed how consumers interact with the world. 4in 5 local mobile searches result in a purchase 34x Increase in “Near Me” searches since 2011 93% of sales still occur in person
  57. 57. Location Services The best apps on your phone use location services to help you Go Places.
  58. 58. Brands needs to be connected to all these apps and services in order for mobile consumers to easily find, visit and transact with their locations.
  59. 59. The Rise of Near-Me Searches
  60. 60. The Rise of Near-Me Searches Mobile search behavior is anchored in local Queries with “near me,” “closest,” and “nearby” have increased rapidly over the past few years, nearly doubling from 2014 to 2015 Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015
  61. 61. The Rise of Near-Me Searches Google Now Assumes You Want Local Information “Near me” searches have increased so much that Google automatically displays local results for highly general searches, such as “cable” or “dentist”
  62. 62. The Rise of Near-Me Searches Mobile Empowered Consumer Expectations • Mobile consumers expect this information wherever and whenever they’re searching. Store Visits In-Store Purchases On-The-Go Searches 50% of smartphone users who conduct a search for a business convert that same day 18% of smartphone searches for a local business lead to a same-day purchase 50% of consumers who aren’t sure where to eat don’t search until within an hour of going
  63. 63. Micro-Moments: Location-Based Experience Google defines these in-the-go searches as “micro-moments” • Consumer journey is fractured into hundreds of real-time, intent-driven micro moments where customer interacts with a brand • Each one is a critical opportunity for brands to shape our decisions and preferences • These decisions and preferences drive experiences, which are shaped by location • All the latest apps are focused on creating local experiences for consumers
  64. 64. Micro-Moments: Location-Based Experience Example: Snapchat’s GeoFilters Snapchat
  65. 65. Micro-Moments: Location-Based Experience Example: Starbucks Geo-Location Technology Starbucks
  66. 66. Micro-Moments: Location-Based Experience Example: Starbucks Geo-Location Technology Starbucks Spotify +
  67. 67. Translation?
  68. 68. Reach customers wherever they search via integration-based partnerships with Google, Facebook, Apple, and 100+ other third-party apps, maps, and directories. How do you make each one of these endpoints the best they can be? 1. You Need to Be Everywhere
  69. 69. 2. Need to Enhance Listings with Rich Content When it comes to online business information, less isn’t more. Rich listings with images, descriptions, reviews, contact information and directions drive engagement. Patented Clickable Featured Message Local URL Merchant Verified Menu Rich Description
  70. 70. 2. Need to Enhance Listings with Rich Content • Yext’s Comparative Listings Study showed that across the board, additional listing fields (beyond NAP) showed a positive impact on engagement • Listing fields include: • Hours • URL • Menu • Logo • Photos • Videos • Calendar Yext’s Comparative Listings Study, 2015 • Emails • Product List • Facebook URL • Twitter Handle • Descriptions • Payment Options • Foursquare Offer
  71. 71. Yext: #1 Global Location Data Management Platform
  72. 72. #1 Location Management Platform & Ecosystem
  73. 73. Pages Drive foot traffic from your online properties to your physical locations with optimized local pages, locators, and mobile screens in your own website and app.
  74. 74. Xone Engage customers via their smartphones during in-person visits, and after they have left.
  75. 75. Thank You @yext @timamiller

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