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Archive for the ‘Search Engine Optimization’ Category

How to Cure the Fear of Specialization in SEO

It was not long ago that link building specialists were the most lethal hired gun in SEO. As demand soared, Twitter bios classified their owners as Digital Partnership Builders, Online Authority Publicists and (cringe) Link Building Gurus.

But SEO is not always kind to specialists. The era of link building (blue) specialists is perhaps fading, visible in search volume report from Google Trends, as content marketing (red) becomes the skill du jour.

link building v. content marketing specialty trends

Is that the blessing and curse of any specialist? If so, a boom and bust career is not the relationship that most professionals would like in this industry. (more…)

Top 5 Must-See SEO Sessions at SMX Advanced Seattle

In a couple of weeks, I will be attending the 2014 SMX Advanced conference in Seattle, WA. This is my first search marketing conference, and I couldn’t be more excited to be locked in a room with a bunch of SEO and PPC nerds (like me) from June 10-12. I’ve reviewed this year’s agenda more times than I’m willing to admit. (more…)

Free Excel Workbook for Analyzing Screaming Frog Data

We here at LunaMetrics are born from data and to data we return time and time again to uncover insights and craft strategy. But staring at large sets of data is a mind numbing process, one I personally hate. So when I began performing health checks for large websites I immediately starting thinking about how I could eliminate as much work as possible. Using some Excel magic, many Mr. Excel videos, and data pulled from Screaming Frog I created a simple copy & paste workbook that counts, totals, and visualizes all the data Screaming Frog gives you.

Shout out to Dan Sharp of Screaming Frog for his great feedback on this workbook. Keep an eye out for Screaming Frogs new version being released in the next couple weeks. The big addition? Data visualization. Can’t wait for that!

Free Excel Screaming Frog Analysis Spreadsheet

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How to Use Google Webmaster Tools for SEO

Note: The article contains updates to previous articles “3 Ways to Use Google Webmaster Tools for SEO” and “3 More SEO Tricks in Google Webmaster Tools,” both of which have been redirected to this article. 

Google Webmaster Tools ― which I shall henceforth egregiously call “GWT” (apologies in advance) ― is a sweet suite of Google SEO tools that provides data and configuration control for your site in Google. If you’re doing any SEO and you don’t find value in GWT, you either use a paid tool that uses GWT data or you have a great opportunity to expand your toolkit.

There’s a ton you can do with GWT, but it can take a while to learn how to get great return on the time you spend with it. To that end, I’ve tried my best to assemble a meaty, practical collection of key insights on the reports I’ve found most useful (including lots of coverage on the Search Queries feature). (more…)

Essential Nonprofit SEO Resources for Every NGO Marketer

SEO does not need to be overwhelming for nonprofits

NTEN hosts a nonprofit conference each year for tech-savvy leaders in the .org sector. This year they flocked to Washington, D.C. to discuss, among many other topics, SEO for nonprofits.

The chief complaint about SEO was information overload. There are too many blog posts, algorithm updates and 180-degree changes in direction for a nonprofit marketer to digest and use for their organization.

SEOs are likely not known for their brevity. So, here it is: a list of nonprofit SEO resources that promises (or, at least, will try its hardest) not to overwhelm. (more…)

Getting Your SEO Priorities Straight with the Keyword Equation

billions and billions of web pages

There are a lot of web pages out there competing for the #1 rank for a lot of keywords. Good SEO is all about picking your battles. You have limited resources, and seemingly unlimited competition, so you need to decide where best to target your SEO efforts and then go hard.

That’s why we use a system called The Keyword Equation to determine a keyword’s value relative to another with a figure called the Keyword Value Index.

(Yes, there’s math involved. No, it won’t hurt you.)

Keyword Value simplified equation

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Webmaster Tools Site Versions: It Just Works.

Google recently announced that they added more precise data in webmaster tools. The announcement highlighted the ability to track secure (https) versions of a site and also cast a light on a webmaster’s ability to track subdomains and subdirectories.

In their documentation Google provided examples of the types of URLs you can add.

• http://example.com/
• https://example.com/
• ftp://ftp.example.com/
• http://bar.example.com/
• http://foo.bar.example.com/
• http://www.example.com/foo/
• http://www.example.com/foo/bar/
• http://foo.bar.example.com/catalog/dresses/

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Is Negative SEO Public Enemy #1?

The world of Search Marketing thrives on buzzwords. If it’s not Article Writing then it’s Content Marketing. That’s how this industry perpetuates. Perhaps no buzzword has been bandied about as much lately as Negative SEO. Is it the real Public Enemy? I put on my professional SEO hat (and my amateur hip-hop historian Kangol) to find out. Could a competitor use Negative SEO tactics to hit your site as hard as beats from DJ Terminator X?

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Implementing Google Authorship

What is rel=”author”?

Part of the HTML5 spec, rel=”author” can be added to any <link>, <a> or <area> tag to inform search engines that the other end of the author link represents the author of the piece of content it is crawling.

In 2011 Google began using rel=”author” in an attempt to understand authorship of content more broadly. There has been some turbulence in the SEO community over whether Google will actually be using this to rank content in future. But Google’s Matt Cutts has most recently stated that Google is using rel=”author” as part of an Author Rank when serving in depth articles in their search results. Thus it is important to know you have this set up properly on your website. (more…)

SEO Measurement Mistakes, Part 4: Links

Link Measurement

This is part 4 of a series examining mistakes with SEO metrics.

  • In part 1 of this series, we discussed 5 huge mistakes regarding top-level SEO KPIs.
  • In part 2, we looked at 10 common mistakes made when analyzing SEO metrics in Google Analytics.
  • In part 3, we looked at 10 critical errors in analyzing and monitoring crawling and indexation metrics.

Today, we’ll do 10 of the most common mistakes in link metrics. (more…)