What’s In My SEO Toolbox?

Your job is complex

• Up to millions of pages to optimise

• Google-bot behaviour

• Cause and effect analysis

– React to performance changes

– Proactively target areas of opportunity

• Measure ROI

My* toolbox

Tools

• Backlink analysis: Moz, Opensiteexplorer, majesticSEO

• Competitor analysis: Opensitexplorer,

• Ranking analysis: GWT as well as platforms

• CTR analysis: GWT, SEOClarity

• Log storage and data tables: Hadoop and Hive

Platforms

• SEOClarity: Unified KPI analysis (Rankings, competitor analysis, ad-hoc analysis and hundreads of reports and KPIs)

• LinkDex: ad-hoc analysis

• In-house (secret sauce)

* In my past roles in the travel

industry and consulting

Too many tools. You need to integrate them in your workflow

The Evolution of tools in an enterprise - Or The Crawl, Walk, Run of Enterprise SEO Adoption

The Early Days (or, learning to CRAWL)

Understanding basic performance

• In-depth Rank Checking analysis

• Backlink service

Ranking graphs

seoclarity.net

In depth keyword analysis

seoclarity.net

Share of Voice

seoclarity.net

The first growth stage - learning to crawl faster

- seoMoz, opensite explorer

- Integrating link data to rankings

- Analytics (conversions, sales, bounce rates)

The high growth phase - learning to walk

- Build your own tools

- Spreadsheets and pivots combining data

- Start building a repeatable process

- Labor intensive analysis

You now track a lot of data, you need a more efficient process to analyse it

KPIs and data• Rankings• Transactions• Revenue $• Share of Voice• Links• Conversion• Bounce rates• Social signals• Search Engine updates• Track Product releases / bugs• Track Competitor product

releases• More more more

Filters

• By page-type

• By product

• Drill down to single page

• Movers and shakers

Bringing it all together

- Quick Ad-hoc analysis

- Alerts

- Automatediscovery and targeting

What you need

• Granular data (daily is best!)

• All data in one place

• An SEO platform that integrates with your data and can power applications and internal ad-hoc reporting

The industrial revolution of SEO

• If you had access to detailed metrics for every page, keyword and on-site asset on your site + competitor data directly plugged in to your applications what would you do with it?

Buy vs Build

• In-house can be incredibly powerful

• It’s harder than you ever imagined

• Buying a platform has limitations but it works fast!

• You can still build in parallel

You are only as good as your tools!

How to pay for the reporting bills?

Quickest way to grow SEO is to react fast to problems as they happen

• Site problems cause incremental loss of revenue

• Reporting alerts = fast ROI

Think big. Not many do