This document summarizes an expert panel discussion on SEO tools. The panel consisted of Steve Lock from AnalyticsSEO, Dave Wilding from Blueclaw, Matt Roberts from Linkdex, and Neil Walker from SEO Mad. Matt Roberts introduced himself and the panelists. He then discussed various types of SEO tools, including those for analytics, link prospecting, outreach, site optimization, team management, and others. Specific tools mentioned include Google Analytics, Excel, Searchmetrics, Ahrefs, Linkdex, Ontolo, Buzzstream, Screamingfrog, Desktime, and Evernote.

1. ionSearch 2012 - Expert Panel Suite
My SEO Toolkit
Dave Harling – Head of Search, Razorfish London - Moderator
Steve Lock – Product Manager, AnalyticsSEO
David Wilding – Head of SEO, Blueclaw
Matt Roberts – VP of Product, Linkdex
Neil Walker – SEO Strategist, SEO Mad

2. Steve Lock
Analytics SEO

3. Dave Wilding
Blueclaw

4. Matt Roberts
Linkdex

5. My SEO Toolkit

6. Me
• Matt Roberts: VP Product, Co-founder of Linkdex
• Creating In-house / Enterprise SEO Tools For 7 Years
• Been At The Coal Face Of SEO: Pitching, Servicing,
Winning, Sometimes Losing (But learning), Training New
SEO’s, Big Brands & SME’s, Digital Agency, SEO Affiliate

7. Background
• Audience Is Key: Sell SEO, Mange Accounts, Do SEO
• Tools Are Just That: They can’t do SEO for you
• Turn Data To Insights That Shape Strategy: Better
insights, better strategy
• Doing Is A Ranking Factor: I love tools that help you do
more – understanding the barriers to doing more

8. I’ve done my best

9. Of course you do
• Google Tools: GA, WMT, Adwords, Insights etc.
• Excel: Love it or hate it. Image SEO without it!
“Always more to discover”

10. Broad domain intelligence
• Searchmetrics: Ready-made intelligence on historical
search performance of a domain vs competitors
• ahref: Similar but also has a linkmap
Favorite uses:
Business Development, Supplement KW research, Historical
performance e.g. was site hit by Panda

11. Deep intelligence / reporting
• Linkdex: Ask us to demo dashboards
• AnalyticsSEO: Last time I looked it had lots of insights to
offer
Favorite uses:
Business Development, account management &
development

12. Link prospecting
• Ontolo: Link prospecting that is consistent with your
chosen strategies
• Local Citation Finder: For links and citations
Favorite uses:
Efficient prospect identification (competitors likely not to
have)

13. Outreach
• Buzzstream: Focused and effecient
• Scream CRM: NEW! Outreach from inside Gmail
Favorite uses:
Efficient managed outreach

14. Site Optimisation
• Screamingfrog: Upgrade of Xenu
• Linkdex: NEW TODAY! Bit special, come and talk to me
about why
Favorite uses:
Optimal wiring of content for better results

15. Team / Project Management
• Desktime: Who’s doing more of what they should be doing
and who’s distracted?
• Linkdex: Who’s doing the most and did it work
• Analytics SEO: Who’s doing the most and did it work
Favorite uses:
Team productivity competitions, SEO experiments

16. Final mentions
• Evernote: Capture meetings notes, thoughts, disoveries
Favorite uses:
A supplemental index