4. 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
5. Effective Reporting
KPIs & 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
10. 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(?)
12. 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
13. 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
14. SEO Strategy
Establish 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?
16. • Find influencers with authority
– Perform search on Google, Technorati, AllTop
– Use FollowerWonk, Buzzstream, Feedly & Moz bar
– Competitor research
Look at:
– SEO Metrics
– Social influence
SEO Strategy
17. • 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
19. Building your website’s Influence
Establish 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…
20. Author Rank
• Author Rank is an important
trust metric
• Google+ is fundamental to
SEO since Hummingbird
• Effective SEO, includes
effective use of Google+
22. Building your website’s Influence
Types of Content
Long 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
26. Building your website’s Influence
• ExRx.net - Simple,
extremely useful
resource
• Great example of
excellent fitness
related content
27. 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
29. Sharing content
Building 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”
30. 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
32. 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
33. 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
34. Tech SEO – SEO Quake KW Density
SEO Quake screenshot - KW phrases
[Whey protein] is repeated 4 times on the homepage
The KW is not found in the meta-title or description
35. Tech SEO Example
Domain 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
38. 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
39. 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?
40. Thank you!
• Please visit my blog
• http://blackbeltwhitehat.com/
For more articles on SEO, data, code as well as
fitness & nutrition
Editor's Notes
Good Morning
Hope you enjoy my presentation on Reporting and SEO across the Hut Group
Report using Myprotein as an example
Broken down into 4 parts
Questions that Senior Stake holders and people from different departments will want to askTake this qualitative questions and provide quantitative answers with SEO metris
Track ourselves but also competitors to monitor any threats
Metrics should be agreed upon butI recommend:Organic trafficQuality of traffic metrics – conversions, interactionsBacklinks but high emphasis on quality and diversitySocial interactions by channel – interactions, views, followers
Keyword traffic – long tail keywords can no longer be ignored
WoW, MoM, YoY, Vs Budget data
Most fundamental report is a ranking reportVisual and easy to interpret
Majestic SEO or OSE can report on Backlinks quality and diversity
Diversity – anchor text, domain suffix, content, blog niche. QUALITY & TRUST in site that links. Very important to report on this as well as Backlink numbersAlso need software to monitor backlinks that may be toxic
GA can customise dashboards, to easily report on several SEO metrics and KPIsThis example includesNonBranded SEO visitsLanding Pages from SEOTraffic SourcesTraffic locationTop Keywords
Agree KPIs – Gather Baseline MetricsImplement tools such as Majestic SEO
Use the fundamentals Google Analytics Dashboards, Google WMT, Excel. Other tools such as Majestic SEO and Linkdex may help
Gather KW data from Bing analytics, GA and WMT and compare and aggregate
To summarise some of the fundamental metrics I would recommend:RankingsOrganic traffic + quality metrics such as goals and conversionsBacklink amount but emphasis on quality
Any SEO news that stakeholders need to be aware of
Author rank – important metric
A lot of people say that Link Building is spammy, or even link building is dead, but we still all do it, just in a more subtle fashionHigh quality, future proofed, trusted links
Use high quality content to attract links
Sharing the content is equally as important - use social, utilising Google+ and adding rel=author markup to articles
Looking at the current metrics and trust of the myprotein USA website –
Majestic SEO screen shot. Citation – influence and link ‘juice’. Trust Flow – how trustworthy the site is, how likely are you to get a penalty if you get a link from this siteUSA your website currently has a trust flow of 12 Product reviews with several links per postRemember to check incoming links and disavow if required
To begin with, establish baseline metrics by conducting KW researchThen check how your website and competitors are performing in terms of KW, rankings, and backlink and social metrics
Once that is done – find influencers in nichewhich bloggers carry authority?Which bloggers do we want to work with?
Other than working with bloggers, What other ways can we create content and get it noticed?
SEM Rush would help in the first stage of etablishing basline metrics of ourselves and competitors
Excellent tool for examiner competitors and what KWs they rank forAlso good for finding bloggers to work with
After baseline metrics are established -
We can find influences by checking Google, Technorati and AllTopUse social tools such as FollowerWonkSee who is linking to our competitors
On the blogs that we find, check the SEO Metrics, and Social influence and metrics
How can we get influencers on board once we have identified them?
Give them a reason to work with us – help them achieve their own goals by working together on podcasts etc
Offer them unique and high quality content
When we are an authority, people are more likely to want to work with us
Ben Coomber works well with influencershttps://www.youtube.com/user/BenCoomberTV
Become an influencer ourselvesAuthorshipSocial interaction and then people trust us when we share our own content – members on forums, FB groups etc.Educational content – course on udemy.com, hold webinars on Google+
High quality guest posts – complete with Authorship mark up
Some of our articles should use In-Depth-Articles Mark up
If resources are there, look at biggers campaigns, come on to this shortly
Infographics are still effective. Shouldn’t be relied on too much.
In Depth Articles – build trust, increase CTR from SERPs
Different types of articles.
Keep it diverse, high quality.
Can reformat
Image from SearchEngineLand – Matt Cutts quote
Charles Polequin – most famous S & C coach – Top 10s and a Top 5 about deadlifts
This is why buzzfeed does so well – people can’t be bothered reading much
ExRx – not that well known to the fitness layman but great and simple resource that could be reproduced with some time and effort
Educational style resource – great for establishing yourself as an authority in the niche
Controversial articles, but very shareable and interesting
Ross also an author for Men’s health, bleacher report
Something to consider
HOW can we get people to share?
Screenshot form triple seo
People share valuable and entertaining content
We could appeal to all the personas in the piece chart
“Self Involvement” share inside information
“Other involvement” reach out and help others
“message involvement” share humour or information
Create our content with these personas in mind
Berger has spent years investigating the mechanics behind virality, identifying six key drivers under the acronym STEPPS. They are Social Currency (e.g., sharing things that make people look good), Triggers(acknowledging that we talk about things that are top-of-mind),Emotion, Public (imitating what we see others do), Practical Value(news people can use) and Stories (information passed along under the guise of idle chitchat).
Most important factor for getting people to share our content is high quality
Layout content with sub-headings and images to make it easily readable
Build our own social profiles and individual Google+ profiles to make sharing more effective on these platforms
Create effective headlines for content
Sign up to blog aggregators
Incentivise colleagues to share
See what content relevant websites tend to produce and share, and produce something that they can use
Lastly reach out to influencers via personalised email. Try and build a relationship with them first with comments & shares
So to summarise the proposed content marketing strategy:
Look to build author rank and use in depth articlesUse KW research and look at competition for those keywords – are there any quick-wins
Use Google+ as much as possible. Big correlation with Google+ and SEO rankings according to Moz research
Use a variety of link building methods
Keep all content high quality
Utilise social media platforms
Lastly – remember to monitor inbound links. More is NOT better in terms of links.
Page Rank – 0 but this may be because the site is new and PR hasn’t updated
HomePage Authority is good with 44 out of 100
KWs – lots of mentions of “diet” on homepage, whey protein and protein powder only mentioned 2 or 3 times
Canonicalise all versions of homepage to us.myprotein.com/home.dept (if the redirect is necessary)
No H1
Meta description longer than Moz recommendsAlt tags full of hashtags
Looking at the domain –
Domain Authority – All pages are max of 3 clicks from homepage which is very good and easy to crawl
Canonical tags missing
Robots.txt present but doesn’t disallow any pages – Cart pages should bot be indexed
Not sitemap
No errors
Site not responsive, doesn’t appear to serve a separate m. websiteAccording to Google, the font is too small for mobile
Mobile optimisation is extremely important since the Hummingbird update and general increaes in use of phones for the web
Speed on mobile – 69, look to defer JS to improve speed on all devices. Desktop speed is 81. Look to Gzip or use image compression