getting seo done - seomoz pro training
DESCRIPTION
From the SEOgadget presentation archives: Getting SEO done against the organisational odds.TRANSCRIPT
SEOgadget.co.uk
Richard BaxterFounder / DirectorSEOgadget Limited
GETTING SEO DONE AGAINST THE ORGANISATIONAL ODDS
SEOgadget.co.uk
OUR PURPOSE:
HELPING PEOPLE AND ORGANISATIONS SUCCEED IN SEARCH
SEOgadget.co.uk
THIS IS ME
Here’s me:
A good many years of in-house – Technical SEO– Keyword research methodology– Business modelling– Team creation / training / recruitment
A good few years as an agency SEO
SEOgadget.co.uk
HISTORY
Started a blog in June 200840,000 monthly visits and growingStarted building a client base in January 2009Started the company in September 2009Thanks to the support of friends and subscribersSpeaking / coverage:
SEOgadget.co.uk
QUESTIONS
We’d like you to get a lot of value from the next two days
Write down your questions
Tweet: #SEOpro
Ask during Q&A
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WHY ARE WE HERE?
We’re all here to do this:
Monday, June 1, 2009 Wednesday, July 8, 2009 Friday, August 14, 2009 Sunday, September 20, 2009
Search Engines
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FRAMEWORK
Planning Organisation
Tools Management
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Planning
Setting objectivesStrategic planningGap assessment
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SET OBJECTIVES
What are your objectives?Make them compatible with a business case
Visibility %• Target relative
to competitors• Keyword
category• Daily / Weekly• Volume of link
acquisition
Conversion %• By content
type• By keyword
Categories• Measure
anomalies
£Revenue• Annual• Monthly• Weekly• AER
(Average exit revenue)
Traffic• Entries• Exits• Organic
CTR
SEOgadget.co.uk
STRATEGIC PLANNING
Link building
Technical SEO
Content / Social Media
Success criteriaDefine success metrics EG:X% increase in site visibility
Site traffic growthRevenue
Q1
Project title
Project title
Project title
Project title
Q2
Project title
Project title
Project title
Project title
Q3
Project title
Project title
Project title
Project title
Q4
Project title
Project title
Project title
Project title
Analytics / research
SEOgadget.co.uk
Link building
• Communications
• Research sources
• Targets• KPI’s• Seasonal
Themes• Projects• Contact
management• Support /
resource for content production
Technical SEO
• Skills / Knowledge
• Initiatives• Testing• Monitoring• Recording
changes• Industry
research / rationale
• Back end tools• Front end tools
Content / Social Media
• Integration• Content for
links• Content for
traffic• KW research• Awareness of
internal link strategy
• Awareness of KW strategy
GAP ASSESSMENT
Gap assessment framework for team capability
Work out where the gaps exist you’ll be pitching for them to be filled at some pointWhat’s next?
SEOgadget.co.uk
DRILL DOWN ON THE DATA
Photo credit: Mark Heard
SEOgadget.co.uk
OPPORTUNITY
Drill down on the opportunity by understanding your commercial ecosystem
Understanding the value of a campaign helps get the message across
What data do you need?– Total available traffic (Keyword research)– Total CTR share based on est. ranking position– Your conversion / revenue metrics
• EG: CPC Model on a price comparison site
SEOgadget.co.uk
UNDERSTAND CTRNa
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onal
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2.00
3.00
4.00
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Organic CTR%Avg. Ranking June
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REVENUE CASE
Research and gather your keywordsTake the total search volumeCalculate the business benefit across a range of scenariosEG:
Monetised Clicks = (Search Volume x CTR%) x Conversion%
£Value = Monetised Clicks x £AER
Now you have a business case
SEOgadget.co.uk
EXAMPLE
Take your keyword research data and mash it up with rankings data
Including competitor rankings can be very useful too
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EXAMPLE
Create a pivot table (Insert > Pivot Table)
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EXAMPLE
Drag your keywords in the row labels box and your local search volume in the values field
Drag here
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SO FAR SO GOOD
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CALCULATED FIELDS
You can’t just edit a pivot table but they are very powerful calculators
Add calculated fields to show potential revenue by keyword for our CPC / CPA model
Options > Calculated Field
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CALCULATED FIELD
Calculate the value of a keyword assuming CTR%
Insert calculated field – appears in pivot table
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CALCULATE REVENUE
Sort by value and opportunity (low hanging fruit)
SEOgadget.co.uk
TIPS
Group your keywords together in categories
– EG: “Broadband” – generic– EG: “Best Broadband” – research– EG: “Broadband deals” – purchase
Be conservative! Do your own CTR research + don’t assume the same CTR for different keyword categories
SEOgadget.co.uk
I HAS A MONEY
SEOgadget.co.uk
Organisation & Management
SEO team managementPlan a teamJob descriptionsRecruitingThe internal agencyReviews and targets
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SEO MANAGER
SEO Manager roles– Training and developing– Recruiting– Being accountable / setting targets– Reporting to senior management– Modelling traffic budgets– Bottom line accountability
Oh, and doing SEO
SEOgadget.co.uk
Being the umbrella
Directional strategic steer
Commercial awareness
Identifying strengths and weaknesses in your team
Set appropriate development tasks and targets
MANAGEMENT FTW
Credit: atomicjeep
SEOgadget.co.uk
PLAN A TEAM
Build a good SEO team– Technical– Content / Social Media– Links– Metrics / Analytics / Reporting
SEO Manager
Technical Content LinksMetrics /
Analytics / Reporting
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JOB DESCRIPTIONS
Job descriptions need to sell the role and relate to the task you really need done
– The organisation– The team– The role itself– How the role will develop– Personal qualities required– The remuneration– Process & timescales
How to recruit an SEO: http://bit.ly/recruitSEO
SEOgadget.co.uk
RECRUITING
Start with group interviews– http://bit.ly/group-interview
Use one recruitment agency if you can
Advertise in the right places
Credit: Joe Shlabotnik
SEOgadget.co.uk
BULD AN AGENCY
The “internal agency” cycleCommunication and
Awareness- External knowledge sessions- Briefings to section leaders
Engagement- Departments “hire” SEO
department- Each area becomes customer /
account for in house agency
Consultation- SEO Team form strategic plan
- SEO Review
Delivery- Keyword research
- Ranking report created and scheduled
ReportingMonthly follow up
SEO report containing traffic and rankings
SEOgadget.co.uk
QUICK RECAP...
Photo credit: Hryck
SEOgadget.co.uk
REVIEWS
Prepare– Check actions from last meeting– Consider staff strengths and weaknesses– Your own objectives
Meet– Your SEO should come prepared with their figures– Review each target (hit or miss?)– Agree actions and plan for next two weeks– Set deadlines
Document– Your SEO should send you a write up of the sessions with agreed
actions and targets
SEOgadget.co.uk
SEO TEAM TARGETS
What are typical monthly targets?
– Visibility % (AWR) on top 200 keywords (Seasonal)
– Link acquisition by value per month• 25 mR 4 links or 4 mR 5 links
– Traffic X% growth year on year• Requires a steady flow of new rankings• Therefore links• And new content...
SEOgadget.co.uk
TOOLS
Excel [and other cool] TipsReally nice ranking / keyword research charts
SEOgadget.co.uk
TABLES IN EXCEL
Cell references can breakUse Tables for agilityReplaces:
– =VLOOKUP(A2,‘KW rank'!$A$2:$E$11,5,FALSE)
– With
– =VLOOKUP(Table1[[#This Row],[Keywords]],Table5[#All],5,0)
SEOgadget.co.uk
MS EXCEL TIPS
Why is that good?
– “I moved a column of data somewhere, and now my entire spreadsheet is screwed” (ETC)
When you change data elements, the queries change with them
SEOgadget.co.uk
An example query:
Then you change a table name somewhere:
Ends with:
MS EXCEL TIPS
Changes to:
SEOgadget.co.uk
An example query:
Then you change a column name somewhere:
Ends with:
MS EXCEL TIPS
Changes to:
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QUICK ACCESS TOOLBAR
All Commands...
Awesome shortcuts
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QUICK ACCESS
Your most important commands
One more sweet tip: right mouse click
Right click here...
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THE COOL THING
The cool thing about MS Excel tables is...
Paste in more data to the bottom of a table and the tables and references ALL update
Very cool table by: In Case Designs
SEOgadget.co.uk
OOH RANKING CHARTbr
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100000
150000
200000
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5
7
9
11
13
15
Sum of Local Search Volume: August
Sum of Google Ranking - EG.com
Sum of Google Ranking - Compare.com
SEOgadget.co.uk
RANKING CHARTS
An example, table driven ranking chart using AWR and GKWT data (FTW)
You will need– Your keyword list– Your rankings data– Excel spreadsheet
SEOgadget.co.uk
RANKING CHARTS
Paste your raw data into sheets
Highlight data, hit CTRL+L
SEOgadget.co.uk
RANKING CHARTS
When you have your data, create VLOOKUPS to pull everything into one table:
Name your tables nicely (design tab):
=VLOOKUP(Master[[#This Row],[KWs]],Rankings[#All],5,0)
SEOgadget.co.uk
PIVOT CHARTS
Create a PivotTable on a new sheet
Keywords here
Values here
SEOgadget.co.uk
RANKING CHARTS
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RANKING REPORTS
Sort by KW volume
Filter out the “-1’s”
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RANKING CHARTS
Put your rankings data on secondary axis
Use the format tab
Select your data
SEOgadget.co.uk
RANKING CHARTS
Change both rankings datasets to line “chart types”Use “no line” in “format data series”
SEOgadget.co.uk
RANKING CHARTS
Format the secondary axisAxis options:– Minimum – 1.0– Maximum – 15– Reverse the values
SEOgadget.co.uk
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0
50000
100000
150000
200000
250000 1
3
5
7
9
11
13
15
Sum of Local Search Volume: August
Sum of Google Ranking - EG.com
Sum of Google Ranking - Compare.com
SEOgadget.co.uk
ANOTHER COOL TIP
Ever had that thing where you paste data into Excel and this happens?
SEOgadget.co.uk
GET DAFIZILLA
Dafizilla Table2Clipboard – Copies data from tables in web pages and pastes
perfectly into Excel
http://bit.ly/daffizilla
SEOgadget.co.uk
PASTE TO EXCEL
You end up with this:
Or you could export via CSV adding “&limit=5000” into the Google Analytics URL
SEOgadget.co.uk
MY SEO TIPS
Have a planUnderstand your gaps and pitch for the resourceManage your team well – they make the magic happenGet to grip with the commercial impact of your SEO initiativesOrganise your team and keep focused on the end resultBecome an Excel Ninja!
SEOgadget.co.uk
TEMPLATES
Free templates:
– The pivot chart (and data) used in this presentation– SEO Department Budget Manager– SEO Consultant Job Description
Business cards / email me
SEOgadget.co.uk
@richardbaxter
http://seogadget.co.uk
THANK YOU
SEOgadget is a niche SEO consulting business focused on helping people and organisations succeed in search. Did you like the presentation? Find out how we can help you with your technical SEO, Keyword research, Link building and Social Media strategy by asking us to talk to you.