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UncommonGoods
Independent B Corp out ofSunset Park in Brooklyn NY
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UncommonGoods
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SEO Tools (and more importantly, application)
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If Google made a big algorithm change tomorrow, what would you do?
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What if you saw some of your keywords dropping?
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How would you see the big picture?
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I use the Moz full ranking report to get the big picture
on keyword movement
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• You have to finesse this data a bit
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Delete all columns except these
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Select all 3 columns and run a pivot table
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Drag and drop fields per chart above. Change Google from count to sum via value field settings
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Highlight everything, copy and paste values only to a new sheet
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What happened to my dates ?
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Reformat the dates as short date
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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
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• 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
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Chart date row vs average row
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NS Traffic is a vanity metric. It tells us next to nothing.
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How do you keep track of links you’ve acquired?
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BuzzStream is a CMS for link builders
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You can filter by tags, linking status, date added etc..
Contact Lists
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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
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You give Buzzstream Google search terms and they import domain, stats, contact info into a temp contact list
Prospecting Automation
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Are you missing keywords you should be ranking for?
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We have over 2,500 products…
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Our Navigation attempts to list all categories, but there is limited space.
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We realized that we had collections of products that our Navigation was missing.
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We realized that we had collections of products that our Navigation was missing
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Without a landing page, we were missing out on search traffic
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So we automated a system for creating landing pages
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Our tech dept automated creation of these through an admin interface. They are indexed via the XML sitemap
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We turned this search results page…
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Into a static landing page
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And now we have a ranking page
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Isn’t this a presentation about SEO tools?
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Here is the tool we used to discover more opportunities like this..
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Note the phrase controls
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I used SQL to export a list of all of our title tags, and then fed them into ToCloud
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ToCloud allowed us to mine our title tags for search terms.
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• We have created 250 of these pages.• 70 have converted• Revenue lift = 6%
Results
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How do you know when to schedule your link building (and other marketing) efforts ?
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Sometimes it’s obvious…
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Sometimes it’s not.
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Some terms have fairly clear peaks
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Others have more distributed curves
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And others are just plain confusing
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To analyze this, export the data
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You get weekly, normalized data (unlike keyword tool)
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Create a column to count off weeks and a column for each year you wish to include
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Pasted yearly data from column 2 into the year columns
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Create a column to average the yearly data
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Apply conditional formatting
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You can see that there is a traffic peak in August
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Create a new column and re-normalize to 5
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Copy and transpose the values with paste special
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Now you have a calendar showing traffic peaks for “Home Décor”
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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