1. Zack Notes
Senior Analyst at UncommonGoods
@zacknotes
zack@uncommongoods.com

2. UncommonGoods
Independent B Corp out of
Sunset Park in Brooklyn NY

3. UncommonGoods

4. SEO Tools
(and more importantly, application)

5. If Google made a big algorithm change
tomorrow, what would you do?

6. What if you saw some of your keywords dropping?

7. How would you see the big picture?

8. I use the Moz full ranking report
to get the big picture
on keyword movement

9. • You have to finesse this data a bit

10. Delete all columns except these

12. Select all 3 columns and run a pivot table

13. Drag and drop fields per chart above.
Change Google from count to sum via value field settings

14. Highlight everything, copy and paste values only to a new sheet

15. What happened to my dates ?

16. Reformat the dates as short date

17. Ctrl-H to Find & Replace all zeros with 50
* zeros indicate this kw is not in top 50
* blank spaces indicate you were not tracking that kw yet

18. • Delete the grand total at the bottom row and far right column
• Create a bottom row with the average of rankings for all keywords above

19. Chart date row vs average row

22. NS Traffic is a vanity metric. It tells us next to nothing.

23. How do you keep track of
links you’ve acquired?

24. BuzzStream is a CMS
for link builders

25. You can filter by tags, linking status, date added etc..
Contact Lists

26. Contact Details
Dig deeper to get
• Link details – acquisition method, anchor text, date found, etc..
• Contact details – name, email address, social accounts, etc..
• SEO stats – page Rank, moz domain authority, inbound link counts
• Communication log – stores emails

27. You give Buzzstream Google search terms and they import domain, stats, contact info into
a temp contact list
Prospecting Automation

28. Are you missing keywords you
should be ranking for?

29. We have over 2,500 products…

30. Our Navigation attempts to list all categories, but there is limited space.

31. We realized that we had collections of products that our Navigation was missing.

32. We realized that we had collections of products that our Navigation was missing

33. Without a landing page, we were missing out on search traffic

34. So we automated a system for creating landing pages

35. Our tech dept automated creation of these through an admin interface.
They are indexed via the XML sitemap

36. We turned this search results page…

37. Into a static landing page

38. And now we have a ranking page

39. Isn’t this a presentation about SEO tools?

40. Here is the tool we used to discover more opportunities like this..

41. Note the phrase controls

42. I used SQL to export a list of all of our title tags, and then fed them into ToCloud

43. ToCloud allowed us to mine our title tags for search
terms.

44. • We have created 250 of these pages.
• 70 have converted
• Revenue lift = 6%
Results

45. How do you know when to schedule your link
building (and other marketing) efforts ?

46. Sometimes it’s obvious…

47. Sometimes it’s not.

49. Some terms have fairly clear peaks

50. Others have more distributed curves

51. And others are just plain confusing

52. To analyze this, export the data

53. You get weekly, normalized data (unlike keyword tool)

54. Create a column to count off weeks and a column for each year you wish to include

55. Pasted yearly data from column 2 into the year columns

56. Create a column to average the yearly data

57. Apply conditional formatting

58. You can see that there is a traffic peak in August

59. Create a new column and re-normalize to 5

60. Copy and transpose the values with paste special

61. Now you have a calendar showing traffic peaks for “Home Décor”

62. Add all of your keywords and you get a great calendar tool to visualize your Keyword traffic
• Since it’s normalized, you can’t compare rows (5 in one row is not necessarily representative of more traffic than 4 in a another row).
• It’s basically aggregates and stores a crapload of Google Trends data in one chart and makes planning easier.
• These values are different (1-5) because this is from a slightly more advanced calendar I built using Python ( Moz blog post below)
http://moz.com/ugc/how-to-forecast-seasonal-keyword-traffic-with-google-insights-python-scripts

63. Zack Notes
Senior Analyst at UncommonGoods
@zacknotes
zack@uncommongoods.com