Learn about creating the ultimate SEO toolbelt with Lee Kennedy, Search Director at Coalmarch Productions! Walk through Awareness, Productivity, and Efficiency tools and processes in this Raleigh SEO Meetup presentation.

1. Raleigh SEO Meetup
“Create the Ultimate SEO Toolbelt” | September 15th, 2015

2. Lee Kennedy
Search Director, Coalmarch Productions
Twitter: @LeeLKennedy
Website: leelkennedy.com
Twitter: @Coalmarch
Website: coalmarch.com

3. What is the goal here?

4. Tools
≠
automation
“Woman in Hammock”
By savit keawtavee at FreeDigitalPhotos.net

5. Not just talking about “black hat” SEO
I’m talking about being a legit business.
http://linksearching.com/top-10-black-hat-seo-tools/
“If you ask me which [tool] is better to create an unlimited
number of trusted backlinks [it’s X]. In 7 days, you can have
tons of backlinks.”

6. What are we talking about?

7. Tools
as
catalysts
“Scientist Using Pipettes In Laboratory”
By Photokanok at FreeDigitalPhotos.net

8. 1.Awareness
2.Productivity
3.Efficiency
“Angry Gorilla Mechanic Spanner Cartoon”
By vectorolie at FreeDigitalPhotos.net

9. Awareness
=
Real-time
reporting on
SEO efforts.
“Alert Button Shows Danger Warning Or Beware”
By Stuart Miles at FreeDigitalPhotos.net

10. Productivity
=
Removing
obstacles,
preventing
distractions.
“Overwhelmed With Too Many Tasks”
By marcolm at FreeDigitalPhotos.net

11. Efficiency
=
Spend your time
on only the
most important
tasks.
“Profit Magnifier Definition Means Company Growth Or Performance”
By Stuart Miles at FreeDigitalPhotos.net

12. Awareness

13. Awareness
Problems you need to solve:
1. How is your website performing?
2. What is your goal for the
campaign?
3. How will you determine
success?
Tools to solve these problems:
1. Google Analytics
2. Search Console
3. Call Tracking Metrics

14. How is your
website
performing?
● ABC’s of GA (Acquisition,
Behavior, Conversion).
● Internalize the health of
your site(s).
Takeaway:
Destroy spam! Add a
hostname include filter.
Tool: Google Search Console
Report: Search Traffic > Search Analytics > Position by Device

15. What is your goal
for the campaign?
Start with the goals of the
business.
Communicate your goals
with the stakeholders.
Takeaway:
Get everyone to participate.
Create a dashboard.
Tool: Google Analytics
Report: Custom Dashboard > “PPC QA”

16. How will you
determine
success?
Set SMART goals.
Measurable + Timely.
Avoid working w/ people
that won’t trust you.
Takeaway:
Your home page should not
get the most organic traffic.
Tool: Google Analytics
Report: Acquisition > All Traffic > Source/Medium > Medium by Landing Page

17. +524.81%
Year-over-year change in Google Organic traffic since launch.

18. Productivity

19. Productivity
Problems you need to solve:
1. How can you streamline project
management?
2. How can you communicate
efficiently?
3. How can you prevent mishaps?
Tools to solve these problems:
1. Basecamp, Asana
2. JIRA, Sortd
3. Slack, Hipchat

20. How can you
streamline project
management?
No more “Where did I put
that?” b/c it’s searchable.
No more context switching.
Takeaway:
Try a few, pick one, and stick
with it.
Tool: Basecamp
Report: Homepage of “Coalmarch Marketing” project

21. How can you
communicate
efficiently?
Chat + file sharing + code
formatting = win!
Great for employees
working from home.
Takeaway:
Make it fun! Share personal
photos, emoji, and gifs.
Tool: Slack
Report: #cats channel

22. How can you
prevent mishaps?
Document all the things!
Follow ups, annotations.
Make checklists, set
reminders.
Takeaway:
If something unfortunate
does happen, get in front of it.
Tool: Sortd Gmail Skin
Report: Homepage with custom lists: “To Do”, “Short Term”, “Long Term”

23. 1.25 yrs
Founding to $1,000,000,000 valuation for Slack (fastest company ever).

24. Efficiency

25. Efficiency
Problems you need to solve:
1. How can you perform
comprehensive research?
2. How can you implement
changes effectively?
3. How can you analyze your
progress?
Tools to solve these problems:
1. SEMRush, SimilarWeb, Majestic,
Open Site Explorer, Screaming
Frog + Excel
2. BuzzStream, BuzzSumo, Buffer,
Hootsuite, MailChimp
3. Moz Pro, Moz Local

26. How can you
perform
comprehensive
research?
Don’t reinvent the wheel for
every SEO campaign.
Leverage your UVPs in
existing, effective ways.
Takeaway:
Find the channel/website
before it becomes popular.
Tool: SimilarWeb
Report: Overview / Referrals Report

27. How can you
perform
comprehensive
research?
Tool: SimilarWeb + Excel
Report: HTML download, sorted by URL
Architecture + schema is
growing in importance.
Get into the Knowledge
Graph, new SERP types.
Takeaway:
Wikidata is Google’s latest KG
storage site. Sign up!

28. How can you
implement
changes
effectively?
Tool: BuzzSumo
Report: Most Shared Report, Article + Infographics + Guest Post Content Types
Improve your content
creation skills.
Build network of sites in
your industry.
Takeaway:
Get the entire team together
for content idea brainstorm.

29. How can you
implement
changes
effectively?
Tool: BuzzStream
Report: Product Tour, Data Collection Preview
Forget about SEO when
building relationships.
The smaller the site, the
more it will mean to them.
Takeaway:
Work as if you will “use” the
relationship in one year.

30. How can you
analyze your
progress?
Tool: Moz Local
Report: Published Listings Overview
The work you do now will
help in 3-12 months.
Use a well-managed PPC
campaign for now!
Takeaway:
Experiment with unfamiliar
inbound channels!

31. How can you
analyze your
progress?
Tool: Moz Pro
Report: Search > Keyword Rankings Overview Report
Don’t just track “big head”
keywords.
Focusing on continuing to
push the flywheel.
Takeaway:
Celebrate your wins, learn
from mistakes.

32. 13.54%
Average conversion rate for Coalmarch retainer clients, last 30 days.

33. Work smarter.
Take breaks/naps.
Be creative. It’s what
makes you human.

34. We’re hiring!
Coalmarch Productions
230 Fayetteville St #201
Raleigh, NC 27601
Phone: 919-670-4996
Email: info@coalmarch.com
Twitter: @Coalmarch
Website: www.coalmarch.com
Questions?
Thanks!