Will you be using the full range of Free, Freemium and Paid tools available to review and improve your SEO and content marketing effectiveness?
To compete with SEO, it's essential to have the best tools at your fingertips enabling you to find new opportunities, save time and keep track of how your SEO can be boosted. We think that harnessing the insight available from tools isn't just important for SEO specialists, but essential whether you’re Director of Search for a multi-national business, digital marketing manager, working as an account manager in digital marketing agency, owner of an SME, even if you run your own blog
Previously, we have rated the best tools for digital marketing overall, but we wanted to drill down to review the best services for SEO and content marketing to help readers this year.
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Knowing if you’ve got a successful retail SEO campaign all starts with picking the right metrics
With a wealth of information at your fingertips in Google Analytics, how do you determine what the key performance indicators (KPIs) are for your website? Everyone wants to demonstrate the value of organic campaigns but since the cruel and unusual punishment of the removal of the organic keyword conversion report in Google Analytics to be replaced by the opaque 'not-provided', it can seem difficult to measure the impact of all the hard work although the improved Search Console-Google Analytics integration does help. Before we dive into the KPIs, it’s important to remember a few things when you’re pulling data out of Google Analytics and drawing conclusions from this…
What is data without human interpretation?
As with any quantitative data you get the what but not the why. Human interpretation of this data is where the…
Clickthrough research data reveals the importance of 1st, 2nd or 3rd position in Google
You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realise that the proportion of clicks driven by top positions is much higher.
Research showing average clickthrough rates by position in the SERPs (Google's search results pages) are useful since they can help make the business case for more investment in SEO since you can estimate uplift in visits with improved rankings when performing a gap analysis for which keywords to improve in SEO, using search query data from Google Search console, for example.
The best open source for this data today is the Advanced Web Ranking organic CTR research which we share here, so you can check out the different CTR analysis it gives. This data is from…
Moz releases a new free tool to help you discover, prioritize, and build lists of high-quality keywords.
The Keyword Explorer (KWE from herein) comes as part of the Free tools offered by Moz, a leader in Digital Marketing and Search Tools. It's a result of year-long development by a team already dedicated to the maintenance and development of Moz's rankings collections and research tools. How has it the impacted the final product? Let's find out.
What does it do?
The official strapline is...
"Find The Best Keywords For Your SEO Strategy
Discover, prioritize, and build lists of high-quality keywords."
And I can safely say it passes the "Ronseal Test"; it does exactly what is say's on the tin.
The tool takes users through the entire keyword research process, whilst providing metrics and scoring systems (Volume, Difficulty,…
Check out these 4 new features including real-time data, YouTube and Google News
Recommended link: Google announcement summarising new features.
On the 17th of June Google announced the biggest update to Google Trends in three years. It's one of our favourite tools for learning about customers and marketplace trends so we thought it worth flagging up! For example, we used trends in this post to explore how marketers have changed how they label digital marketing vs Internet marketing over the years. Allowing users to see real-time data, and integrating trends from YouTube and Google News into the home page, gives marketers a powerful tool to track online trends and optimise there real-time marketing strategy. I’ll give you a quick overview of the newly released features so you don’t miss out on any real-marketing opportunities.
1. Real-time data
Perhaps the most important feature to be released in this update is the inclusion of…
10 things you need to know about Search Analytics - Google's new tool for Keyword Ranking reports
Rating of value of tool: [rating=4]
Recommended link: Google's announcement of Search Analytics launch
Have you seen Google's new Search Analytics tool? It's an important free tool to help with SEO since it shows how well your site is ranking for different keywords and where visitors are landing.
We've been using it during Google's Beta review and it's now available to all users of Webmaster Tools. In this post we'll explain the main features and where it fits in with Google's other analytics tools to support SEO. Here's how the new tool looks:
What do I need to know about Google's Search Analytics?
1. Search Analytics is a free tool to show how your keywords rank and the…
Five methods to prove the efficiency and effectiveness of SEO
Calculating and proving the value of SEO isn't easy. Not only is there the misunderstanding of how SEO works when discussing SEO with senior stakeholders, but there’s also the added complexity of measurement in a world of ‘Not Provided keywords’.
While rankings can show us how we’re performing for a particular set of keywords, search results are now personalised and this does not demonstrate ROI. Factors including personalisation, localisation and limitations on the number of keywords one can track mean that rankings should be used more as a high-level KPI rather than a solid success metric.
At an executive level, ranking data will not effectively communicate the true value of organic search so we need to find methodologies that will enable us to speak the ‘language of the board room’ and generate buy-in for further activity.
Is Google favouring long-form content in its results?
Something rather strange happened recently to the results for one of our major keywords 'copywriting' - see SERPs. For the past 12 months or so, our homepage has consistently appeared in the top 10 results for the term – the largest volume search term in our industry.
This page has been replaced with various other landing pages, most recently settling on a guide we produced titled 'How to become a copywriter.' This is despite the fact that this page does not include the term 'copywriting' in the meta data or header tags on the page and has no external back links.
I suspected that the replacement of this page may have been due to an algorithmic penalty due to overzealous use of the term in link building to the homepage. However, …
An example analysis of Groupon's traffic showing a signficant proportion of direct traffic could be SEO-related
Gaining organic traffic from SEO is a significant inbound marketing investment for many businesses, so making the business case and demonstrating returns from SEO is important. The typical approach for this is naturally to use Google Analytics to report on the organic traffic segment. Since Google Analytics can no longer reliably provide SEO keyword data due to the growth in keywords marked 'not provided' we have written about how to use Google Webmaster Tools keyword data to determine keywords.
We're alerting readers to this example, since it shows that you should make colleagues (or clients) aware that significant additional SEO traffic may be hidden as a referrer.
Case shows that 60% of direct traffic is actually organic search
This research summary of Groupon visitor referrers from Conductor summarises the importance of SEO to Groupon based on their standard analytics. They comment:
Analysis of content CTRs shows the impact of video and images
BrightEdge has reviewed the types of content that perform best in delivering organic traffic. These charts show the desktop click through rate (CTR) in the search results (SERPs) for different ranking positions compared to classic written web content. The text results compare to other research on clickthrough rate on organic results with position. However the results for images shows that clickthrough rates are higher overall for different tanking positions.
The effect is less evident for video where the CTR with position curve is more similar to that for classic text result.s
You can download the full report Cracking the Content Code from Brightedge.