SEO Tools of the Trade - Chris Hart

SEO Tools Of The Trade!
From Tools To Platforms 
Crossing The Big Data Divide!

12 years as an in-house SEO in the B-2-B
Technology Publishing Industry !
!
8 years consulting for various agencies!
!
SEO experience in strategy, operations,
business development, client services, project
management for digital/social/mobile/content
marketing campaigns!
!
Christopher Hart!
Head of Enterprise, US !
BIO!

What We Will Cover!
!
•  WHAT WAS COVERED IN 2013!
•  THE REALITY OF THE MARKETING LANDSCAPE 
!Quote From Brian Clark At SMX West 2014  
!Big & Small Business Marketing Technologies  
!Digital Marketing Transit Map  
! !Ad Technology, Analytics, Creative, Commerce, Emerging Technologies!
! !Marketing Management, Mobile, Search, Social !
•  SEO – WHAT HAS CHANGED IN 2014 
!Pandas, Penguins, Hummingbirds… Oh My!!
•  SO WHAT IS A “THEORETICAL USER JOURNEY”!
•  STORY ARC !
•  THEORETICAL USER JOURNEY + STORY ARC !
•  TOOLS TO PLATFORMS  
! !Algorithm Change History And Volatility, SERP Rank Tracking!
! !Technical !“Webmaster Tools”, Keyword Research, Structured Data!
! !Page Speed/Performance/Site Monitoring, Link Data And Analysis!
! !Social “Listening Platforms, Reach Platforms, Depth Platforms”!
! !Illustrated It Looks Like This!
! !Multi-Channel - A/B Testing - Content Marketing - Outreach!
•  SO HOW DOES THIS ALL WORK 
!SEO/Content Marketing Platforms  
!Don’t Forget These Too !
•  Contact Info !

What Was Covered In 2012!
Taylor Pratt delivered back in January 2012!
http://www.slideshare.net/raventools/tools-of-the-trade-seo-edition!

THE REALITY OF THE 
MARKETING LANDSCAPE!

Quote From Brian Clark At SMX West 2014!
“As an industry, we are just about
at the end of stupid.”!
!
Brian Clark!
SMX West 2014!

Big & Small Business Marketing Technologies!
http://marketingland.com/big-small-business-use-marketing-technologies-one-exception-74000!

Digital Marketing Transit Map!
http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp!

Ad Technology!

Analytics!

Creative!

Commerce!

Emerging Technologies!

Marketing Management!

Mobile!

Search!

Social!

SEO – WHAT HAS 
CHANGED IN 2014!

Pandas, Penguins, Hummingbirds… Oh My!!

SO WHAT IS A 
“THEORETICAL USER JOURNEY”!

Time From Discovery à Through Latency à To Conversion!
Marketing Channels!
Touch
Points
Theoretical User Journey!

Paid
Social

Marke4ng
Channels

0

3

1

4

2

5

Organic

Touch
Points

ZMOT!
Is when users are thinking of a need before they look for an answer!
Zero
Moment
Of
Truth

http://www.thinkwithgoogle.com/collections/zero-moment-truth.html!

Paid
Social

Marketing Channels!
0

3

1

4

2

5

Organic

TouchPoints!
Discovery!
Is the ﬁrst time they touch your brand no matter through what channel!
Discovery


Paid
Social

Marke4ng
Channels

0

3

1

4

2

5

Organic

Touch
Points

Latency!
The length of time from discovery to conversion!
Over ‘some’ number of touch points across multiple channels!
Many times touching the same channel multiple times!
2
3
5


Paid
Social

Marke4ng
Channels

0

3

1

4

2

5

Organic

Touch
Points

Zero
Moment
Of
Truth

Discovery

2
3
5
$

Conversion!
When a purchase is made no matter at which channel!
With all channels that were touched having had some contribution to the conversion !

Time
From
Discovery
à
Through
Latency
à
To
Conversion

Marke4ng
Channels

0

3

1

4

2

5

Touch
Points

The
messaging
and
communica4on

with
your
users
at
diﬀerent
4mes
and

diﬀerent
channels

Story Arc!

Time
From
Discovery
à
Through
Latency
à
To
Conversion

Marke4ng
Channels

0

3

1

4

2

5

Touch
Points

There
are
many
“Story
Arcs”
that

are
part(s)
of
a
successful

marke4ng
campaign

Mul4
Channel
/
Mul4
Touch
Point
APribu4on

Marke4ng
Automa4on

Story Arc!

THEORETICAL USER
JOURNEY + STORY ARC!

Time
From
Discovery
à
Through
Latency
à
To
Conversion

Sales
Funnel
via
Persona(s)
and
Marke4ng
Channels

Intro
Contact
Lead
Qualiﬁed
Proposal
Contract

Paid
Paid
Organic
Social
Organic
$

Organic
Paid
Social
Social
$

Social
Social
Paid
Organic
Paid
$

Organic
Social
Paid
$

Paid
$

There
are
many
“Story
Arcs”
rela4ve
to
your

Audience
Persona(s)
that
are
part(s)
of
the
User(s)
journey

That
lead
to
a
successful
marke4ng
campaign

Theoretical User Journey + Story Arc!
Persona
(s)

Algorithm Change History And Volatility!
Tool
URL

MOZ
www.moz.com/google-‐algorithm-‐change

www.mozcast.com/

SERPs
www.serps.com/tools/vola4lity

Algoroo
www.algoroo.com/

Barracuda
www.barracuda-‐digital.co.uk/panguin-‐tool/

Algorithm Change History And Volatility!

SERP Rank Tracking!
Tool
URL

Authority
Labs

www.authoritylabs.com

Advanced
Web
Ranking

www.advancedwebranking.com

SERPs.com

www.SERPs.com

Rank
Ranger

www.rankranger.com

SerpScan.com
www.SerpScan.com

Rank
Tracker
(moz)

www.seomoz.org

Linkdex
www.linkdex.com

What
triggers
the
need
for
SERP
Rank
Tracking

Keyword
Research
Exis4ng
Projects
/
New
Projects

Social
listening
Posi4ve
/
Nega4ve
Sen4ment

Tradi4onal
PPC
and
Paid
Social

Technical “Webmaster Tools”!
Tool
URL

Google
www.google.com/webmasters/tools/

Bing
www.bing.com/toolbox/webmaster

•  Search
Queries
/
Impressions
/
Clicks
/
CTR
/
Average
Posi4on

•  In
GWT
–
view
data
“With
Change”

While
you're
in
the
Search
Queries
sec4on,
ac4vate
the
"With
Change"
buPon.

This
shifs
the
perspec4ve
and
shows
your
current
sta4s4cs
as
well
as
looking
at

your
change
in
performance
over
4me.

•  Dive
into
individual
keywords
to
discover
top
pages
performing
for
those
terms

•  Gather
Authorship
informa4on

•  Disavow

•  Understand
how
many
pages
are
in
the
Google
index

•  What
is
seen
as
duplicates
or
non-‐canonicals

Keyword Research “Not Provided ?”!
Tool
URL

Keyword
Discovery

www.keyworddiscovery.com

SEMrush

www.semrush.com

AdWords
KW
Planner
www.adwords.google.com/ko/KeywordPlanner/Home

Word
Stream
www.wordstream.com/

Word
Tracker
www.wordtracker.com/

Ubersuggest
www.ubersuggest.org/

KwMap
www.kwmap.net/

•  Learn
to
love
that
“Not
Provided”
is
100%

•  Sample
mul4ple
data
tools
“know
the
sources”

•  Do
NOT
build
KW
groups
that
are
just
head
terms

•  Understand
your
audience
persona
“you
will
hear
this
phrase
a
lot”

à
Keywords
are
no
longer
just
about
your
site

KW:
Lists/Groups:
Brand,
Product,
Industry,
Compe4tor,
Reputa4on,
Discovery,

Conver4ng,
Informa4onal
etc…
(Think
Hummingbird)

Keyword Research “Don’t Forget The Dictionary”!
Tool
URL

The
Free
Dic4onary
www.thefreedic4onary.com/

Rhymezone
www.rhymezone.com/

Synonym
www.synonym.com/

Cambridge
Dic4onaries
www.dic4onary.cambridge.org/us/

Meta
Glossary
www.metaglossary.com/

Thesaurus
www.thesaurus.com/

Merriam
Webster
www.merriam-‐webster.com/

Urban
Dic4onary
www.urbandic4onary.com/

•  Use
suppor4ng
terms
and
phrases

•  Use
terms
speciﬁc
to
your
audience
before
they
discover/know
your
brands

•  Make
sure
KW
research
is
part
of
a
content
strategy
that
is
relevant
to
your
users

and
not
just
relevant
to
a
marke4ng/product
speak
strategy

Keyword Research “Don’t Forget Google”!

Keyword Research!
Google
Sets
(moved
to
Drive/Sheets)

Drive
-‐-‐>
Spreadsheet
-‐-‐>
enter
terms
in
column

Type
shirt
in
A1

Type
shoe
in
A2

Type
pants
in
A3

Highlight
the
three
cells
and
then
press
Ctrl
(or
Op4on
for
Mac)

Drag
the
selec4on
down

Structured Data!
Tool
URL

Google
WMT
hPps://www.google.com/webmasters/tools/
richsnippets

Schema
hPps://schema.org/

Open
Graph
hPp://ogp.me/

Raven
Tools
hPp://schema-‐creator.org/

KnowEm
Tool
hPp://smo.knowem.com/

Explore
the
connec4on
between

hPp://www.freebase.com/
and

your
structured
data

Page Speed/Performance/Site Monitoring!
Tool
URL

Pingdom

www.pingdom.com

Server
Density

www.serverdensity.com

Loggly

www.loggly.com

Competitive Intelligence/Analysis “Market Research”!
Tool
URL

SEMrush

www.semrush.com

AdGooroo
www.adgooroo.com

Hitwise
www.experian.com/hitwise/

The
Search
Monitor

www.thesearchmonitor.com

Nielson
www.nielsen.com/us/en/nielsen-‐solu4ons.html

ComScore
(Media
Matrix)
www.comscore.com/Products/Audience_Analy4cs/
Media_Metrix

Quant
Cast
www.quantcast.com

SpyFu
www.spyfu.com

•  What
are
your
compe44ve
intelligence
objec4ves

•  Map
out
and
agree
to
a
research
method

•  Construct
your
data
collec4on
process/sources

•  RAS
Review
Analyze
Summarize

•  Develop
your
baseline/benchmark

Link Data And Analysis!
Tool
URL

Majes4c
SEO

www.majes4cseo.com

Google
Webmaster
Tools

www.google.com/webmasters/tools

Ahrefs
www.ahrefs.com

Open
Site
Explorer

www.opensiteexplorer.org

Screaming
Frog
SEO
Spider

www.screamingfrog.co.uk/seo-‐spider/

LinkDetox

By
Link
Research
Tools

www.linkdetox.com/

Linkdex
www.linkdex.com/

•  Domain
strength
/
Page
Strength

•  Same
IP
(Coming
From)

•  Linking
Root
Domain
URLs

•  Linking
Distribu4on
across
unique
pages

•  Keyword
usage

Social “Listening Platforms”!
Tool
URL

APensity
www.aPensity.com/products/

Converseon
www.converseon.com/miner

Lithium
Technologies
www.lithium.com/products-‐solu4ons/

Networked
Insights
www.networkedinsights.com/

Radian6
www.salesforcemarke4ngcloud.com/products/social-‐
media-‐listening/

SDL
www.sdl.com/

Synthesio
www.synthesio.com/corporate/en

Visible
Technologies
www.visibletechnologies.com/product/visible-‐
intelligence/

hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461

•  Listening
pla0orms
support
Marketers’
planning
and
intelligence

•  Social
listening
platorms
help
marketers
plan
their
programs

•  These
tools
aggregate
social
content
and
analyze
social
data
to
uncover
insights

and
drive
intelligent
marke4ng
planning

Social “Reach Platforms”!
Tool
“social
adver7sing

vendors”

URL

Kenshoo
Social
www.kenshoo.com/products/kenshoo-‐social/

Op4m.al
www.bn.co/ads/splash/

salesforce.com
(social.com)

www.salesforcemarke4ngcloud.com/products/social-‐
media-‐adver4sing/


Tool
“word-‐of-‐mouth

pla0orms”

URL

Extole
www.extole.com/

Klout
www.klout.com/s/business

Zuberance
www.zuberance.com/

•  Social
reach
pla0orms
help
marketers
use
social
media
to
ﬁnd
new
audiences

•  These
tools
help
create
and
spread
content
that
lets
new
customers
discover
a

marketer’s
products
and
services

Social “Depth Platforms”!
Tool
URL

Acquia
www.acquia.com/

Bazaarvoice
www.bazaarvoice.com/

Get
Sa4sfac4on
www.getsa4sfac4on.com/corp/

Jive
Sofware
www.jivesofware.com/

Lithium
Technologies
www.lithium.com/

Livefyre
web.livefyre.com/

Mzinga
www.mzinga.com/

Pluck
www.pluck.com/

Telligent
Systems
(now

Zimbra)

www.zimbra.com/


•  Social
depth
pla0orms
help
marketers
add
social
tools
to
their
own
sites

•  These
tools
build
social
content
and
experiences
into
marke4ng
sites,
oﬀering
the

depth
that
customers
seek
when
exploring
products
and
services

Social “Relationship Platforms”!
Tool
URL

Adobe
hPp://www.adobe.com/solu4ons/social-‐
marke4ng.html

Hearsay
Social
hPp://hearsaysocial.com/

salesforce.com’s
Buddy

Media

hPp://www.salesforcemarke4ngcloud.com/products/
social-‐media-‐publishing/

Shoutlet
hPp://www.shoutlet.com/

Socialware
hPp://www.socialware.com/

Spredfast
hPp://www.spredfast.com/

Sprinklr
hPp://www.sprinklr.com/

Syncapse
hPp://www.syncapse.com/


•  Social
rela7onship
pla0orms
help
marketers
leverage
third-‐party
social
sites

•  These
tools
engage
a
company’s
exis4ng
customers
by
publishing
marke4ng

content
on
sites
such
as
Facebook
and
TwiPer
as
well
as
by
allowing
marketers
to

monitor
and
respond
to
user
posts
on
those
sites

Illustrated It Looks Like This!

Multi-Channel - A/B Testing - Content Marketing - Outreach!
Tool
URL

Convertro
www.convertro.com

MarketShare
www.marketshare.com

Sitespect
A/B

www.sitespect.com

Multi-Channel Attribution A/B Testing!
Content Marketing and Outreach!
Tool
URL

Rapportaive
www.rappor4ve.com

BuzzStream
www.buzzstream.com

Linkdex

Inﬂuencer
/Authorship
/
Networks

www.linkdex.com

SO HOW DOES THIS 
ALL WORK?!

Quick Recap:!
I work for this company!
SEO/Content Marketing Platforms!
Tool
URL

Linkdex
www.linkdex.com

Raven
www.raventools.com

Conductor
www.conductor.com

BrightEdge
www.brightedge.com

Search
Metrics
www.searchmetrics.com

Rio
www.covario.com

SEO
Clarity
www.seoclarity.net

So
How
Does
This
All
Work
At
The
Platorm
Level?

Mapped
Page
=
Page
you
expect/want
to
rank
or
the
page
that
already
is
ranking

Tag
examples
=
Brand,
Product,
Nega4ve/Posi4ve
Terms,
Persona
Terms,
Etc
…

Any
word
that
can
be
used
to
group
a
set
a
keywords
together

Start
by
developing
a
baseline
with
rank
checking

Don’t Forget These Too!
Tool
URL

BI
Tools
www.origamilogic.com

www.ubervu.com

Customer
Intelligence
www.kissmetrics.com

www.crazyegg.com

Inﬂuencer
Discovery

www.traackr.com

www.getliPlebird.com

www.peerindex.com

www.buzzsumo.com

www.keyhole.co

www.kred.com

Content
Performance
www.gshiflabs.com

Christopher Hart!
Head of Enterprise, US!
!
E-mail: chris.hart@linkdex.com!
!
Twitter: @chris_hart!
!
LinkdedIn: linkedin.com/in/christopherhart!
Contact Info!

SEO Tools of the Trade - Chris Hart

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