create the ultimate seo toolbelt | ralegh seo meetup | lee kennedy
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Raleigh SEO Meetup“Create the Ultimate SEO Toolbelt” | September 15th, 2015
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Lee KennedySearch Director, Coalmarch Productions
Twitter: @LeeLKennedyWebsite: leelkennedy.com
Twitter: @CoalmarchWebsite: coalmarch.com
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What is the goal here?
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Tools≠
automation“Woman in Hammock”
By savit keawtavee at FreeDigitalPhotos.net
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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.”
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What are we talking about?
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Toolsas
catalysts
“Scientist Using Pipettes In Laboratory”By Photokanok at FreeDigitalPhotos.net
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1.Awareness2.Productivity3.Efficiency
“Angry Gorilla Mechanic Spanner Cartoon”By vectorolie at FreeDigitalPhotos.net
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Awareness=
Real-time reporting on SEO efforts.
“Alert Button Shows Danger Warning Or Beware”By Stuart Miles at FreeDigitalPhotos.net
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Productivity=
Removing obstacles, preventing
distractions.“Overwhelmed With Too Many Tasks”By marcolm at FreeDigitalPhotos.net
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Efficiency=
Spend your time on only
the most important
tasks. “Profit Magnifier Definition Means Company Growth Or Performance”By Stuart Miles at FreeDigitalPhotos.net
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Awareness
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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
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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
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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”
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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
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+524.81%Year-over-year change in Google Organic traffic since
launch.
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Productivity
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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
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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
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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
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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”
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1.25 yrsFounding to $1,000,000,000 valuation for Slack (fastest company
ever).
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Efficiency
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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
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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
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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!
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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.
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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.
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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!
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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.
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13.54%Average conversion rate for Coalmarch retainer clients, last 30 days.
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Work smarter.Take breaks/naps.Be creative. It’s what makes you human.
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We’re hiring!
Coalmarch Productions230 Fayetteville St #201Raleigh, NC 27601
Phone: 919-670-4996Email: [email protected]: @CoalmarchWebsite: www.coalmarch.com
Questions?
Thanks!