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Top Tools in Your SEO Toolkit
The document is a guide on SEO tools from The Web Bureau, focusing on various resources like Google Analytics, Google Webmasters, and others to enhance website performance and visibility. It highlights the importance of SEO for reaching a broader audience and driving traffic to websites. Additionally, the document includes strategies for content marketing and social media optimization to improve search rankings.
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Top Tools in Your SEO Toolkit
- 1. Denise Cowan, DigitalMarketing Manager & Lea Glover, Digital Marketing Executive The Web Bureau Ltd www.thewebbureau.com | [email protected] @thewebbureau facebook.com/thewebbureau linkedin.com/in/thewebbureau Top Tools in Your SEO Tool Kit
- 2. Who We Are TheWeb Bureau is an award winning digital agency We specialise in... • Engaging Website Design • Effective Ecommerce Delivery • Customised Content Management Systems • Creative Digital Marketing Strategies • Interactive Digital Training and Mentoring
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- 4. Why Is SEOSo Important? • You are targeting a mass market that is actively searching for YOUR Products & Services
- 5. Why Is SEOSo Important?
- 6. Background to SEO •People use search engines: 2.7 billion visits to Search Engines in December 2012 by UK internet users • Most people use Google: 9 out of 10 searches in the UK are conducted on Google • Search & Buy: 1 in 5 searches ends up on a retail website • Searchers don’t look far: Only 7% of Internet users look past the first three pages of search results • Social Media is part of everyday life now: Most searched for term in the UK is.... ‘Facebook’
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- 8. Google Webmasters • FreeService for Website managers • Verify your site ownership • Monitor the health of your website • Submit and check sitemap • Identify internal, external & broken site links • View keywords people used to find your site • Identify crawl errors & check site speed • ‘Fetch as Google’ - allows you to see a page as Google sees it • Manage geographic targeting Resources: http://support.google.com/webmasters/
- 10. Google Analytics • Measurewebsite performance • Detailed Statistics about website traffic and sources help to identify where to focus your SEO efforts • Create customised reports Identify keywords driving traffic to your site Identify most engaging content, popular pages - number of visits, average visit duration, bounce rate, percentage of new visits Audience demographic s - country, language, browser behaviour Segment visitors from search engines, direct visits, social network referrals & other referring sites Conversion tracking shows goal completion - track newsletter sign-ups, enquires on a contact page, sales & drop off points on e-commerce websites Resources: http://support.google.com/analytics/
- 12. Google Keyword Tool •Used for organic and paid search research • Removes the guess work - no point ranking for words people don’t search for • Helps eliminate over-use of internal or industry jargon • Provides valuable insights into how users search online • Indicates popularity and competitiveness of keywords that are relevant to your business • Provides additional suggestions you may not have considered • Identifies related keywords • Filter list by category, country, language and devices Resources: https://adwords.google.com/o/KeywordTool
- 13. Google Keyword ToolDashboard
- 14. Google Trends • FormerlyGoogle Insights & Trends were separate, now amalgamated into one • Tool for performing keyword research – complements Google Keyword Tool • Identifies hot topics, searches and emerging trends • Related keywords based on popularity • Great for SEO content creation – identify topical themes for blog posts • Basing your content on what people are searching for will boost rankings! • Can help define advertising messages • Regional and seasonal insights • Help define new markets Resources: www.google.com/trends/
- 15. SEOMoz Open SiteExplorer • The search engine for links • Search engines look at links to determine a website’s popularity and authority • Higher authority = higher rankings & traffic • Identifies links pointing to your website • Highlights broken links • compare competitor links • Filter information by top pages, linking domains and anchor text • CSV export reports • New feature called ‘just discovered’ shows new links as fast as 4 minutes old! • *Limited access as guest user Resources: www.opensiteexplorer.org
- 16. Microsoft IIS SEOToolkit • Make your website more search engine friendly! • Large site crawl • Discover common website issues • Canonical errors - duplicate content • Title Tags – missing, too short/long • Meta Descriptions – missing, too short/long • H1 tags missing • Alt tags on images - missing • Coding errors – invalid mark-up • Unnecessary redirects • Enables you to take action and optimise it better • Provides recommendations and guidance Resources: www.iis.net
- 17. Link Assistant RankChecker • Reports can be set up to check your search engine rankings • Shows if your site moved up or down in search results • Suggests other relevant keywords • Supports 341 different search engines • Competitor tracking – Compares up to 5 websites at once • Saves time! Resources: www.link-assistant.com/rank-tracker/
- 18. Google Alerts Tracking •Your articles • Competitors articles • Competing websites • Keywords • Product reviews • FAQs Resources: www.google.co.uk/alerts
- 19. Social Optimisation Tools •Google + • YouTube • Pinterest • Facebook • Twitter • LinkedIn 2010: Matt Cutt's announced that Google definitely uses social signs in calculating rankings. 2012: The Year That SEO and Social Media Got Married Social search ultimately relies on people and not algorithms
- 20. Content Distribution Channels ContentMarketing • Fresh content on website blog. Very Important! • Guest Blogging • Article Submission Sites • Online PR Submission • Industry News Sites • PDF Document Sharing • PowerPoint Presentation Sharing • Email Marketing
- 21. Visual Content Marketingto Grow in 2013
- 22. Signal Signals onOpen Site Explorer
- 23. Further Reading Online • MattCutts (Google Blogger) www.mattcutts.com • Search Engine Land http://searchengineland.com • SEO Moz www.seomoz.org/blog • SEO Book www.seobook.com/blog • SE Round Table www.seroundtable.com • State of Search www.stateofsearch.com • Smart Insights www.smartinsights.com/blog • E-Consultancy http://econsultancy.com/uk Books McDonald, Jason (2012), SEO Fitness Workbook, Your Step-by-step Guide to Dominating Google and Bing Enge, Eric et al. (2012), The Art of SEO, Second Edition (Eric Enge, Stephan Spencer, Jessie Stricchiola & Rand Fishkin)
- 24. Denise Cowan, DigitalMarketing Manager & Lea Glover, Digital Marketing Executive The Web Bureau Ltd www.thewebbureau.com | [email protected] @thewebbureau facebook.com/thewebbureau linkedin.com/in/thewebbureau Top Tools in Your SEO Tool Kit