A look at the leading tools needed for an effective search campaign

1. London| 18–21 February
SEO Tools Deep Dive
Dave Naylor

2. London| 18–21 February 2013 | #SESLON
Outline
• Indexing
• Competitive analysis
• Page- and site-level information
• Link Building
• Diagnosing and remedying problems
@davenaylor

3. London| 18–21 February 2013 | #SESLON
Indexing
Things every Webmaster Should know:
- How many pages you have on your own website
(approximately), a website with 3,000 products could
have around 3,500 pages indexed including Categories,
Pagination etc. However having 3,000 products and
15,000 pages indexed should be a cause for concern
about duplicate content.
@davenaylor

4. London| 18–21 February 2013 | #SESLON
Indexing
@davenaylor
Standard Wordpress install – 315 posts, 2 pages

5. London| 18–21 February 2013 | #SESLON
Indexing
@davenaylor

6. London| 18–21 February 2013 | #SESLON
Indexing
Xenu (http://home.snafu.de)
@davenaylor

7. London| 18–21 February 2013 | #SESLON
Indexing
Search metrics (www.searchmetrics.com)
@davenaylor

8. London| 18–21 February 2013 | #SESLON
Indexing
Site has had Url issues since 2011
Dropped on Panda Update March 2012
Questions we asked : What keywords did we lose?
One Answer : Variations of “Sausage Casserole”
Check list : How good is the Content and what else Changed?
What moved above us (Brands like :BBC, Channel4, BBCGoodFood etc )
Site also historically ranked well for “when do the clocks go back” “harcombe
diet” etc
@davenaylor

9. London| 18–21 February 2013 | #SESLON
Competitor Analysis
• Majestic SEO – for researching what backlinks your
competitors have
• Ahrefs – for researching what backlinks your
competitors have
• Searchmetrics – to learn where your competitors are
ranking both organically and via PPC Campaigns – Also
to see their overall visibility
@davenaylor

10. London| 18–21 February 2013 | #SESLON
Competitor Analysis
• Search Metrics – to learn where your competitors are ranking both organically and via PPC
Campaigns
@davenaylor

11. London| 18–21 February 2013 | #SESLON
Competitor Analysis
@davenaylor
Majestic SEO – for researching what backlinks your competitors have – Quantity, Equity etc

12. London| 18–21 February 2013 | #SESLON
Competitor Analysis
Ahrefs – for researching what backlinks Anchors you or your competitors have – anchors, domains

13. London| 18–21 February 2013 | #SESLON
Page- and site-level information
@davenaylor

14. London| 18–21 February 2013 | #SESLON
Page- and site-level information

15. London| 18–21 February 2013 | #SESLON
On page optimisation

16. London| 18–21 February 2013 | #SESLON
Link Building
@davenaylor
Caution to be used with Quality metrics allocated to domains in
tools
Always check domain against your own quality criteria checklist
Check Searchmetrics for their visibility – have they been hit?
Is the site indexed, dupe content, what external links in place
already, their link profile, neighbourhoods
Check and double check

17. London| 18–21 February 2013 | #SESLON
Diagnosing and remedying problems
@davenaylor
TOOLS :
Will not give you the answer they just point you in the right
direction
Need to be able to collate and analyse data from different sources
Know and record changes made onpage and off page
Use the right tool for the right job – recovery, link analysis,
competitor research, health checks, visibility.

18. London| 18–21 February
Thanks for Listening
Dave Naylor