Analytics SEO - Optimise how you optimise - State of Search

“Optimise how you optimise”

Laurence O’Toole
Founder & CEO
Analytics SEO
@nearlysinglefig
Google + LinkedIn
www.analyticsseo.com/free
@analyticsseo
+ 44 (208) 977 4465 (UK)
+1 (917) 300 1036 (USA) 1

Our Story

• The core team built a local PPC Platform in 2003
• Started a golf business working with famous golf coaches
• Started website redesign business
• Started SEO services
• Started looking for tools - found lots of them…but…
• Couldn’t find any integrated project management
solutions that allowed you to do things at scale
• So in 2009 we built our own integrated SEO platform
using the ‘Slight Edge’ philosophy…we’ve been doing this
ever since (in-between the odd game of golf!)

2

The ‘Slight Edge’ philosophy - Gain and maintain a slight edge
over your competition to get to No.1

3

Our SEO Platform – Analytics SEO
Your
Website(s)
SEO Analysis
SEO Monitoring
SEO Management
SEO Reports
Your SEO Guidance
Competitors

Search
Engines • SaaS SEO Platform
• Integrated Workflow Management
• Proprietary Algorithms, Crawler, Ranks SEO Results*
• Leverage “Big SEO Data”
• White Label/Reseller Website Revenues - Up 85%
3rd Party • API Website visits – Up 162%
Data • Internationalised Keyword Ranks – Up 6.6 places

* Average across all customers with analytics
4

Our 5 Stage SEO Process
Analytics SEO is built upon a successful continuous SEO process

5

Our Solutions & Target Markets
• Analytics SEO Platform
– Sophisticated SEO platform
– Targeting: Digital marketing professionals, in-house and
agency SEOs
– Scalable SaaS Model – Fees from £99/mth + Usage charges

• How Good is Your SEO
– User-friendly interface to our API
– Lead generation tool for Web design and SEO agencies

• Customisable API
– Allows us to build scalable partnerships worldwide
API

6

Real-life Scenarios

• It’s 11.00 pm and you’re just about to go to bed
when you receive a Tweet about another Google
Algorithm Update…
Will I be getting a pay
rise? Will I be
phoning in sick? Or
will I be looking for
my next ‘opportunity’
in the morning?

7

Oh, Oh!
There’s been an algorithm
update time to take a
deep breath!

8

Algorithm Update

Panda 2.0
Panda 3.3 / 3.4

9

Multi-Site Project Management

Take post algorithm
update corrective action
on one site or all sites

10

Real-life Scenarios

• I’m about to go on holiday (and switch my mobile
phone off) - I want peace of mind - but I’ve got all
these reports to do before I go and what if
something happens whilst I’m away? What might I
come back to?
Where should I go?
Boston? Austin?
Florida? Maybe
Venice or Antarctica
to see the Penguins?

11

Customised, Scheduled Reporting

12

Real-life Scenarios

• It’s Monday evening 5.30pm and the CEO wants a
report (for a big client) on his desk in the morning

How lucky I am to
work for such an
inspiring and
motivating leader of
men….

13

Ad-hoc Branded Reporting Too

14

Real-life Scenarios

• I’m spending a lot of money on PPC. Would this be
better spent on SEO?
Maybe I could
convince my boss
to spend some of
the PPC budget
I’m saving on me?

15

In-depth Analysis - SEO vs PPC
Month on Month PPC vs Organic Performance

Metric Dec-12 Jan-13
Pay-Per-Click
Clicks 355 431
Impressions 68,548 44,849
Click-through rate (CTR) 0.00% 0.00%
Total Google adwords spend £819 £870
Conversion rate 42.00% 26.00%
Cost per conversion £5.39 £7.57
Total conversions 151 114
I feel a pay rise
CPC Revenue £0.00 £0.00 coming…..
Clicks - M/M % change 231% 21%
Total spend - M/M % change 169% 7%
Total conversions - M/M % change 3675% -25%

SEO - organic search
Total search visits 5,675 8,264
Total non-brand search visits 5,073 7,333
Non-brand keywords 539 623
SEO spend £1,000 £1,000
SEO conversion rate 36% 45%
SEO cost per conversion £0.49 £0.27
SEO goal conversions 2,028 3,725
SEO E-commerce transactions 10 4
SEO E-commerce revenue £2,651.80 £715.20
Search visits - M/M % change -2% 45%
Non-brand search visits - M/M % change 0% 44%
Non-brand search visits % search Visits 89% 89%

16

Real-life Scenarios

• Our company is planning a major website redesign

How do I ensure I look
like I know what I am
doing (and come out a
hero)?

17

Complete Site Benchmarking

• Automatic benchmarking
• Site Performance
• Technical
• Indexation
• Content
• Links
• Set SEO Targets

18

Coming soon?

What will Analytics SEO
be adding next to make
my life easier (and more
fulfilled in every possible
way) 

19

Authorship Research

20

Content Marketing & Social Link Building
Landing Pages + Inbound Links + Social Engagement + Authorship

21

Analytics SEO - In Summary

• Comprehensive all-in-one SEO platform that helps
you get the essential SEO work done in less time
• Multi-site approach - whether you’re an agency
managing thousands of clients or an in-house SEO
team managing hundreds of domains - it’s about
helping you to scale your business efficiently
• Software-as-a-Service - mature platform (started in
2009) with sophisticated back-end monitoring and
free lifetime training and support

22

Analytics SEO - In Summary

• Big SEO Data - Proprietary crawling and ranking,
analytics, Google Webmaster Tools, SEMrush,
Majestic SEO, multi-lingual support
• Experience - 10,000th client site uploaded earlier
today! We’re tracking 35,000 sites worldwide.
• We’re hiring - Software engineers, SEO R&D and
Outreach roles in the UK, USA and France
• Easy to try - Free lifetime account for 1 site*

* Terms and conditions apply 23

Thank-you for participating… If you are
curious please do grab your free account!

Laurence O’Toole
Founder & CEO
Analytics SEO
@nearlysinglefig
Google + LinkedIn
www.analyticsseo.com
@analyticsseo
+ 44 (208) 977 4465 (UK)
+1 (917) 300 1036 (USA) 24

Analytics SEO - Optimise how you optimise - State of Search

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