+SaaS SEO data capture, reporting and analytics dashboardSEO Data at your Fingertips

By Gary Reidhttp://garyreid.com

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What is it?It is a scalable, cloud based, data collection platform, analytics and reporting system for SEO.

It collects key SEO data that can be compared over time with competitors.

It’s easy to implement and use as it is software as a service, nothing to download, nothing to install, no updates to worry about.

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Why was it built?If you think of any SEO campaign as having 5 key elements or rules:

1. 1. Understand the business challenge – make sure your campaign aligns with the clients business strategy and goals

2. 2. Collect and analyze SEO data – find the story in the numbers

3. 3. Create a plan4. 4. Implement the plan5. 5. Track, monitor and report back

Points 2 and 5 are the ones I set out to solve, how can I stop spending days gathering data and analyzing it and how can I put tracking, monitoring and reporting onto autopilot?

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10 Reasons why you should use it?1. 1. It will save you time and money2. 2. It will make the intelligent analysis of data easier3. 3. It will give you data you normally don’t have4. 4. It will give you all of your data in one place5. 5.It will make reporting quicker, more insightful and easier6. 6. It will help you win pitches7. 7. It will help retain clients, because they’ll love it8. 8. It will show you are fully transparent9. 9. You can use it now, nothing to build or install10. 10. You can integrate the data into your system through the API

+SEO Data InsightsExamples of how the data can drive strategy

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Key InsightsHaving access to data is one thing, being able to see the story in the numbers is what really counts.

Here we can see how every site in this category lost links at Google after the Caffeine update in 2010.

This is the day Caffeine went live

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Difficult QuestionsWhile one specific domain ranked very high for a competitive generic keyword they had no inbound links using the anchor text.Why did they rank so well?One possible answer was their domination of InTitle, InURL and InText for the keyword.

+HolidaysThomas Cook lies in 9th position for ‘holidays’, well behind it’s competitors, yet it leads the pack with exact match anchor text for the keyword, authority passed, broad match links, and keyword density.

One possible answer could be how other sites use internal linking to better effect. Or is that since Caffeine they went from 64k indexed pages down to 5k right until Feb 2011, when they went up to 22k?In the same period Thomson went from 10k to 122k, that’s a lot of opportunities to rank!Two sites, both going in different directions.

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The Rules of the Game are ChangingSEO definitely isn’t dead, but, it’s changing at a much quicker pace.Key to surviving is having data at your fingertips.

Being able to see changes across a wide range of metrics and websites allows you to redefine your SEO plan quickly.

Agility in SEO is a competitive advantage and data is key to making the right decisions.

Google is tryingto make your life

difficult

+Some of the features of the dashboardSee the story in your data

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Engine DataDaily capture from all 3 engines of:• Indexed pages• Links

Lets you see in real-time how the engines are discovering your website and how algorithm changes are affecting your opportunity to rank.

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Engine EventsAnnotated timeline of algorithm changes so you can instantly see the effect.

More importantly you can track these events across a range of competitors

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Event DetailsSee just how algorithm changes affected your keyword visibility, indexed pages and links for your site and your competitors.

This shows how NatWest lost 15% of their keyword visibility on Google UK

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Domain AuthorityTracked weekly from SEOmoz, showing how your website and your competitors are gaining or losing domain authority

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PageRankTracked daily we can see toolbar exports of PageRank as they happen and see instantly how competitors are affected.

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Authority LinksSee how your share of authority and non-authority links compares to your competitors. Is your link graph natural?

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Anchor TextSee how your number of targeted anchor text links compares to competitors. Collected weekly from SEOmoz.

This metric looks at exact match and broad match of the keyword as well as • Unique domains linking to you• Pages linking to you• Authority passed by those links

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RankingThe system checks your ranking every 2 days for both your site and competitors.

It then determines the percentage of visibility you have on those keywords.

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Universal SearchWhen Google blends maps, images, video and shopping results into the results page it can affect click through rate, so we track when it happens.

You’d probably be surprised to know that sometimes blended results can go as deep as page 5.

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Google AnalyticsThe dashboard integrates with Google Analytics so you can track traffic against ranking and search volume.

As your campaign progresses you can track increased traffic.

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InTitle InURL InTextComparing the number of pages your website has the target keyword in the title tag, URL and text against competitors.

This gives you key insight into how optimised your competitors websites are for the target keyword.

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CampaignsThe system allows you to track campaigns to see the results compared to a starting benchmark for:1. Ranking2. Anchor text links, broad and exact3. InTitle, InURL and InText4. Indexed pages and links at the

engines5. Authority and PageRank 6. And more…

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KeywordsAdd keywords to track and see important keyword data:1. Search volume2. Allinanchor3. KOI and KPI metrics4. Choose the language and

target Google engine 5. And more…

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APIWhile I was at it I also built a REST API so data can be accessed easily and integrated with your own.

This allows you to integrate the data into your own system easily using JSON or XML.

Application Cloud

RDS Cloud

Storage (Cache) Cloud

API

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Summary: SEO Data at your FingertipsThe dashboard:1. Collects data automatically2. Displays this in graphs and tables making it easy to see trends3. Has a simple API to integrate the data into your own dashboards4. Compares competitors5. Makes life easy by allowing for the intelligent analysis of data and easy reporting6. Giving full transparency on your SEO campaigns

For more details visit http://garyreid.com or contact gary@garyreid.com or call 07545 083 631

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About Gary ReidEntrepreneur and digital specialist who has led 3 Internet companies from the very beginning to proven commercial success and sale.

Currently working as a board level senior manager responsible for a multi-million pound business unit in one of the world’s largest media agencies.

In the last 3 years he has worked with some of the worlds biggest brands, including; Avis, Visit Britain, P&O Cruises, Thomson, GM, Nokia, Santander and Vodafone.

Web:http://garyreid.com Twitter: http://twitter.com/garyreid LinkedIn:http://uk.linkedin.com/in/garyreidEmail: gary@garyreid.com Mobile: 07545 083 631