This presentation is from BlueGlass X and goes over techniques and tactics to understand the data your pulling on your client, website, and competitors in your industry.

1. SEO “Wizardry”
Or, In Normal Speak –
Leveraging Data for Insight

2. What can tools show you?
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Hard numbers
Lots of pretty graphs
Obscure terminology
Tactics- Not Strategy

3. Which means…
• You have to use your own analysis
• Draw your own conclusions
• Create an actionable plan from those conclusions

4. Tools:
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Screaming Frog
Alchemy
Facebook Debugger

5. Quick On-Site Strategy Check
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What are their priority categories and topics?
Are they segmenting with subdomains?
What’s their topical dilution?
How are they segmenting according to intent?

6. Cross-Data Check- SEMRush
• Sort by directory hierarchy
• Breakout categories 1-2 levels down
• Cross check with SEMrush for categorical volumes
• Look for open opportunities and weaknesses

7. Cross-Data Check- SEMRush

8. Canonical Strategy
• Where are they consolidating blog posts or other equity to within the site?
• Are they consolidating into static pages?
• Are they using an internal canonical strategy?

9. Facebook Debugger

10. What does this tell me?
Are they:
• Leveraging OG with “verbs” and “actions” to increase
sharing?
• Are they fully optimizing content and site for sharing?

11. Semantics, Concepts and Entities
• What’s the topical strength of category pages
• What user base are they targeted? Do? Know? Go?
Multiple?
• Are these pages intended for transactional, information or
direct traffic?

12. Concepts and Entities
Overall Makeup vs.
“Density”

13. Analysis Off-Site
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Who are they?
What are they doing?
More Importantly, how are you viewed?

14. Tools:
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Majestic SEO
AnalyticsSEO
SEMRush

15. What are we looking at?
• Commonalities
• Promotional timelines
• Potential link quality

16. Link Trends
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What’s your natural backlink cadence?
What’s your competitor’s cadence?
Low points in backlink generation
High points in backlink generation

17. Link Trends- Majestic

18. Anchor Text Distribution
The obvious- What are they building
for?
The not so obvious- How does that
tie into the overall topic and theme of
the site?

19. Unless they’re doing major cleanup, the Pre-Penguin trail is there.
• What did they find important?
• What phrases were their efforts concentrated on?
• How are you performing in comparison?

21. Manual querying- ~

22. GoRank- Does heavy lifting for you
• Full phrases
• Drills down to individual words
• Helps show relationships between phrases

23. Link Quality Snapshots- AnalyticsSEO
Benefits:
• You can potentially see their skeletons & low quality links
• You can identify which competitor has the highest “quality” links
Drawbacks
• Only AC rank for judging quality
• Trust scores aren’t integrated
• Cross-reference AC Rank with Trust Scores In Majestic

25. Various Tracking Graphs
• Track specific URLs against your
competitors that are performing
better than you [Majestic]
• Track your pages that are struggling
to perform for high volume phrases
above the fold
• Track the drop off of referring
domains
• Indicator of feed links
• Indicator of non-static links
• Only momentary value

26. YOUR JUDGEMENT!
What tactics are helping vs. hurting strategy?
Use your brains.

27. I’m approachable, I promise.
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