SEO Tools, Analytics and Measurement
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The document outlines the current state and importance of SEO, emphasizing that it is not dead but has evolved into optimized content marketing and user experience. Key topics include the significance of a brand's web presence, understanding customer journeys, tools for data analysis, and the necessity of quality content for better search rankings. It concludes with practical takeaways and tools for effective SEO management and monitoring.
SEO Tools, Analytics and Measurement
- 1. SEO Tools, Analytics and Measurement Jeff Riddall jeff.r@onelocal.com October 21, 2021
- 2. Hello • Senior Product Manager - OneLocal • 20+ years of digital marketing experience • SEO, Content Marketing, Analytics, Social • Social Media Addict • Craft Beer Snob • Boston Terrier Lover - @fionnmcnalty on Insta • Sports Fanatic • Former Hockey Dad - imahockeydad.com jeff.r@onelocal..com @Jriddall on Twitter jeffriddall on LinkedIn jeffriddall on Instagram Jeff Riddall on Facebook
- 3. ●Isn’t SEO Dead? ●What is a Web presence? ●Search and the Buyer’s Journey ●What does Google want? ●Show me the Data and Tools! ●Focus, Focus, Focus ●Takeaways ●Q & A What We’ll Cover...
- 4. ● Nope… ● In fact, if anything the last year and a half has seen a rebirth of SEO as the whole world has been forced to go more digital ● However, this is not your father’s SEO… ● Modern SEO is really Optimized Content Marketing and Delightful User Experiences Isn’t SEO Dead?
- 5. Encompasses all of your brand’s digital points of presence: ● Your website(s) ● Your GMB page(s) ● Off-site content – external blog posts, articles, press releases ● Social media accounts and posts ● YouTube and other video networks ● Social local – Yelp, TripAdvisor ● Review sites ● Directory listings ● User generated content ● Influencer content ● Paid Ads ● Dark Social - email, messaging What is a Web presence?
- 6. Search and the Buyer’s Journey Search and social play an important role for customers throughout the customer life cycle. People turn to both search and social channels throughout the stages of their journey – with over 90% of customers reporting they use search at every stage of their customer lifecycle and over 85% of customers saying they use social channels for discovery and consideration or purchase. Forrester, April 2016
- 7. What does Google Want? Current, relevant, authoritative content. Organizations need to prove to Google they are the definitive source of whatever keywords (products, services, content) they want to be found for. Google’s mission has never changed - “to organize the world's information and make it universally accessible and useful.” In other words, deliver the right content to the right people at the right time.
- 8. And it better be Mobile Friendly Think with Google - Feb 2018 https://www.thinkwithgoogle.com/consumer-insights/consumer- journey/consumer-travel-smartphone-usage/ The vast majority of travelers (~75% of Leisure and ~80% of Business) have booked and paid for travel on their mobile. How Travelers Will Use Technology in 2020 - Dec 2019 https://hospitalitytech.com/how-travelers-will-use- technology-2020
- 9. Show Me The Data Which data and tool options do we need to make actionable decisions? How do we focus on the data which matters most?
- 10. ● Review, prioritize and address recommended website/page fixes based on SEO best practices. ● Crawlability/Indexability ● Title Tags, Heading Tags ● Meta Descriptions ● Image Alt Tags ● Internal and External Issues ● Duplicate Content Start with a Technical Site Audit
- 11. What we’ll cover… ● Screaming Frog - free up to 500 URLs ● Ahrefs - Free trial - $119/month ● SEMrush - Free trial - $119/month ● Ubersuggest - Free trial - $29/month ● Review in app or download a .CSV/.XLSX working file. Tool Options
- 13. What we’ll cover… ● Top 25-50% of ranking or visited pages depending on site size ● Indexing issues ● Title Tags - Missing, Too Long, Duplicate ● H1 Tags and Meta Description - Same ● Broken Links ● Duplicate Content - Missing canonical tags ● Image Alt tags - particularly if eCommerce Focus On
- 14. ● A wealth of SEO specific information ● Crawlability/Indexability ● Upload Sitemap(s) and URL Inspection Tool ● Performance ● Impressions/Clicks/CTR ● Keyword Queries ● Pages ● Countries ● Devices ● Page Exp, Core Web Vitals and Mobile Usability ● Inbound Link Audit ● Product Structure/Schema Google Search Console Review
- 16. What we’ll cover… ● Uploading current XML sitemap(s) ● Drop in crawled or indexed pages ● Page Experience, Core Web Vitals or Mobile Usability errors ● Unique non-branded keywords to optimize for ● Top pages to be optimized and/or linked to e.g. high impressions, but low clicks indicates something’s not working Focus On
- 17. ● Access via Developer Tools in Google Chrome at individual page level ● Comprehensive scoring on: ● Performance ● Progressive Web App ● Best Practices ● Accessibility ● SEO Google Lighthouse Audit
- 19. ● Top ranking or visited pages ● Relatively low scores and specified underlying issues for each Focus On
- 20. ● Start with a core set of keywords (branded and unbranded) you would like to be found for by your customers ● Group keywords by topic ● Review keyword rank, ranking content, search volume and keyword difficulty data ● Identify related and complementary keywords ● Consider search intent and question - based keywords ● Monitor group and individual keyword/content rank Keyword Research and Tracking
- 21. ● Ahrefs ● SEMrush ● Ubersuggest ● Answer the Public - free but limited ● Review in app or download a .CSV/.XLSX working file. Tool Options
- 23. ● Topical groups of keywords ● Content pages ranking between positions 3 and 20 ● Relative search volume - *take all search volume data with a grain of salt Focus On
- 24. ● Identify what content your customers want and/or what content is trending in organic search and social media Content Research
- 25. ● BuzzSumo - Free trial, Free limited option or $79/month for unlimited searches ● Hootsuite keyword/#hashtag/author search - 30 day trial, $49/month ● Native social media keyword/#hashtag/author search Tool Options
- 27. ● Building optimized content in support of (i.e. linked to) your existing, ranking content ● Incorporate strong Calls to Action to encourage clicking and sharing ● Monitor engagement to see what’s working and what’s not Focus On
- 28. ● Review your own backlinks/inbound links for potential issues ● Discover new backlinking opportunities ● Piggyback on your competitors backlinks Backlink Analysis
- 29. ● Google Search Console ● Ahrefs - Backlink and Search Engine Results data ● Google Analytics Referral sources ● Majestic SEO Tool Options
- 31. Existing backlinks ● Spammy, irrelevant domains Backlink discovery ● Relevant, authoritative potential link sources ● Non-competitive domains in the SERPs of your target keywords ● Links from relevant sites your primary competitors are on which you are not ● Link to appropriate pages on your site - not just the homepage Focus On
- 32. ● Key to local SEO/visibility ● Monitor and respond to reviews on GMB, Facebook, Local review sites (e.g. Yelp, TripAdvisor) ● Request reviews from satisfied customers ● Ensure your local directory listings are accurate and up-to-date Reviews and Listings Management
- 33. ● OneLocal ● Manually monitor and request reviews ● Manually identify and update local listings Tool Options
- 35. ● Responding to all reviews and particularly any negative reviews ASAP ● Ensuring accurate contact information across all relevant local listings Focus On
- 36. ● Validate organic traffic vs. other channels ● Identify top organic entry pages ● Identify top referral sources for potential backlinking opportunities Analytics
- 37. ● Google Analytics ● Google Search Console Tool Options
- 39. ● Dramatic fluctuations in organic or referral traffic ● Key metrics on organic landing pages, which may signal issues or opportunities ● Pageviews ● Time on Page/Session length ● Bounce rate ● Conversion rate Focus On
- 40. ●SEO is not dead, but different ●Start with a Site Audit ●Leverage free Google tools ●Focus on keyword topics and content with existing authority/momentum ●Practice optimized content marketing ●Monitor and react accordingly Key Takeaways
- 41. Thanks Download a OneLocal Reviews Whitepaper https://info.onelocal.com/white-paper/the-importance-of-online-reviews Contact me anytime jeff.r@onelocal.com