This is my deck from SMX STockholm

2. Who am I? Neil Walker
Twitter: @theukseo
Current Position:
• Group CTO for Getupdated Internet Marketing
• CTO for Domain Invest (US)
Background:
• Chief technical Officer (CTO) for Just Search Ltd
Experience
• 10 Years Online Marketing Experience
• Worked or been involved with SEO for over 2500
clients in the UK and nearly 5000 clients for Pan Europe.

3. • Increase market Share.
• Become a brand name.
• Take a slice of the pie.

5. Choose at
least 3
Competitor
Websites

6. “Sites such as Alexa.com and Google Ad planner
give a free guide to demographic data.”

9. “Google Alerts keep you up to date with Competitors Actions”

10. 171 Google Analytics Accounts
• 106 SEO (Only)Clients
• 65 PPC & SEO Clients
• Avg. Figures were been used in most cases
• With the assumption that Goals had been set
up correctly for each site.

11. 1 Words % of Long tail Phrases
6 Words
3%
7%
5 Words 2 Words
15% 1 Words • In General 3
16%
2 Words word phrases are
3 Words
4 Words
the most used
3 Words
5 Words searches
4 Words 31% 6 Words
28%
6 Words
5 Words 3%
% traffic value
• 2 Word Phrase
1 Words
6%
14% 1 Words will provide the
4 Words
15%
2 Words majority of
3 Words
4 Words
traffic.
2 Words 5 Words
36%
3 Words 6 Words
26%

12. If We Multiply the No. of Visits by the Conversion % We get a figure of how
valuable a set of keywords are i.e.
Value = Visits X Conversion Rate
5 Words 6 Words
9% 4%
1 Words
6%
1 Words
2 Words
4 Words 3 Words
2 Words
18%
35% 4 Words
5 Words
6 Words
3 Words
28%
2 Word Phrases – Will provide the highest value (I.e. Traffic and Conversion)

14. • Google Adwords tool
• Keyword Spy
• Spyfu
• Word tracker

15. Buy Jeans Black
Under £5
Review Shorts Grey
£30 +
Compare Skirts Red
Action Audience Type Brand Colour Size Price
Men’s Jack & Small
Women’s Jones Medium
Children’s G-Star Large

16. Categorisation View Profiles
Opensiteexplorer Categorisation
stage 1 Stage 2
.org
Download a Access lists of: Track the View Results
CSV of you and - Directory anchor text in of Competitor
your websites terms of: Link profiles
competitors - PR Websites - Brand by:
back links. - Blog
Networks - Keyword
- Forums - Other - Type of Link
Place filter (or - Anchor text
vlookup’s) for: type
- Academic - Linking Page
Domains strength
- Government
domains

17. 600
500
400
No. of Links
300
200
100
0
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 68 72 77
Linking Page Authority

18. 4%
7% 1%
6%
Directory
2% Article Distro
Academic
Blog Network
Forum
80% Other

19. 6000
5000
4000
3000
2000
Brand
1000 Keyword
0 Misc

20. 80
70
60
50
No. of Brand anchor text
40 No. of keyword Anchor text
No. of Misc anchor texts
30
20
10
0
Your site Site one Site two

21. 3500
3000
2500
No. of Links
2000
1500
1000 http://www.boonty.com/
500 http://www.denda.com/
0 http://www.downloadstad.nl/
Top 10 Anchor Texts

22. 300
Identify which avenues your competitors are chasing.
250
200
No. of Links
150
Spot potential content which went social or viral
100
50
Total
0
URL

23. Socialmention Categorisation View Results
.com stage
Download a CSV Access lists of: View Results of
of you and your Competitor
competitors - Media Types Social profiles
mentions. - Sources by:
- Keywords
- Medium
- Influencers
- Timeline

24. Aggregator Micromedia Social bookmarking
techmeme identica blogmarks
Blogs twitter delicious
blogcatalog Multimedia digg
cocomment clipmarks netvibes
google_blog photobucket reddit
Forums pixsy stumbleupon
boardreader plurk Social knowledge
Images News Wikipedia
flickr ask Social Networks
picasaweb bing facebook
smugmug google_news linkedin
webshots prweb myspace
yahoo Video
Yahoo News blip
google_video
metacafe
truveo
youtube

25. Micromedia
Social Networks
Images
Medium
Multimedia Your site
Competitor 1
Video
Industry
Social bookmarking
News
0 50 100 150 200 250
No. of Mentions

26. Top Influencers
johntmccracken
MissesDressy
lindathi
TJ Formal.com
wesleyburgen
User
susan9
eprnetwork
Count
theaquariusview
cloudytags.com
treyandmeghan
fergusfish
0 5 10 15 20 25 30 35 40
No. of Mentions

27. What Major event
happened here?
250
200
No. of Mentions
150
Count of Industry
100 Count of Competitor 1
Count of Your site
50
0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
Day in July 2011

28. Cause and Effect Make Changes
Choose K.P.I’s
Record: Watch: Impact:
Information How changes
about you and you and your Create changes
your competitors to your strategy
competitors make have an based on what
- Choose impact. appears to be
common criteria successful or
unsuccessful for
you and your
competitors.

29. Competitor Changes over time
Time Line Client Backlinks SEO MOZ Backlinks Total
Feb Mar April May Jun Jul Aug Sep Oct SEOMOZ
0 Competitor 1 Backlinks SEO MOZ
Backlinks Total SEOMOZ
6,000
Client Positions keyword 1 Webranker
20
Backlinks From SEOMOZ
5,000
Client Positions keyword 2 Webranker
Position in Google
40
4,000
Client Positions keyword 3 Webranker
60
3,000
Competitor 1 Positions keyword 1
Webranker
80 2,000
Competitor 1 Positions keyword 2
Webranker
100 1,000 Competitor 1 Positions keyword 3
Webranker
120 0

31. • Know your Competition and their Audience
• Look at brand Signals
• Group Keywords to see if your missing something.
• Categorise link Profiles
• Find Opportunities through Social
• Track Details!
• Track Details!
• Track Details!

33. Thank You
Twitter/theukseo
www.justsearch.co.uk
www.getupdated.com
www.seohosting.co.uk
www.seomad.com