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Do-It-Yourself SEO Tools
Your website is up and you have decided to do the marketing yourself. On the following pages you will learn the basics of how to use the tools you have subscribed to, as well as some tips to help you get the most out of each of them. Things on the Internet change quickly, so be sure to refer back to these tools often to get the most up to date search trends.
MY ACCOUNT
Once you have logged into your account, click on the My Account tab. From here you can see what billing information you have provided, update it as necessary, change your password, and see at a glance what your account status is.
PROFILES
Each paid account allows you to set up to six profiles. Each profile allows you to compare your site with three competitors.
This means that you can manage up to six different websites with three competitors for each or one website with eighteen competitors (six profiles of the same domain with three different competitors on each profile*). As you go through the different tools you will be able to select which profile you would like to work with.
TIP: *If you are running marketing campaigns targeting different sets of keywords, you may want to create a different profile for each campaign so that you have the most relevant competitors for those keywords to compare yourself with.
TOOLS
There are currently fifteen tools available for your use. Many of the tools work best when used together so be sure to read the tips that go along with each one.
View Reports
This tool stores previously run reports. By having these reports stored, you can compare reports run on different dates to see how your rankings are changing (did your latest changes improve or drop your ratings?), trends in PPC costs (costs on some keywords automatically increase at different times of the year), and keyword search trends (does the number change depending on time of year?).
ROI Calculator
Use this tool to help determine if a pay-per-click campaign is going to be profitable.
1. Number of Clicks per Month*: How many clicks do you expect to get from your campaign?
2. Estimated cost per click (CPC*): What is the average price you are paying per click?
3. Conversion Rate**: How many of your clicks will turn into sales?
4. Average profit per conversion: What is your average profit on a sale?
5. ROI: With the above information being true, this is the profit you can expect from your campaign
6. Click the Calculate button.
TIPS:*Use the Advanced Keyword Analysis tool to help determine how many clicks you may get over a month.s time and how much to expect to pay for each click.
** The conversion rate by industry table will help you determine an average conversion rate for your industry. After running a couple of campaigns, you can determine actual conversion rates for your website.
Page Rank
In the Enter URL box enter the URLs for the websites that you would like to check the Google PageRank for. Use the format www.DomainName.com. Be sure to include your domain if you want to check your ranking as well.
The Google PageRank is the importance level that Google assigns to your website based upon various criteria (including number of relevant back links). The rank number is a value between 0 and 10. To learn more about Google PageRank click here http://www.google.com/technology.
Web Competition Report
1. Select the profile that you want to work with
2. Enter the keyword phrase that you are trying for
3. Select the search engines that you want to check
4. Click the .generate report. button
Summary
This gives you an overview of your Meta tags and checks them for errors. At the bottom of the page you can see what your website displays on a search results page.
Inbound Links (button is to the right of Summary)
This page reviews your inbound links. The report displays the URL and title tag for the web page that is linking to the page you specified in your profile. It gives the text of the link, the Google PageRank of the page linking to you and which search engines recognize the link. The bottom of the page displays the keywords that are in the link text.
Outbound Links
This page displays the number of outgoing links on your web page. (These include the links you have to the other pages of your website.) The report shows the URL of the link, how many times it shows up on the page (density), and what the text of the link is.
At the bottom are all of the keywords from the text of the outbound links.
Keywords
This report displays all of the keywords found on the web page you have specified for your profile. Using the sub-buttons you can break the keywords down by where they are displayed.
img = image text
title = title tag text
meta = meta tag text
a = anchor (link) text
b = bold keywords
h = header text
i = italic keywords
1, 2, 3, 4 word phrase = phrases with the specified number of keywords in them (not including ignored words)
Competition
Phrase Ranking
The 1st row gives you the number of returned results for the specified phrase. The 2nd row gives you returned results for the exact phrase. The 3rd row gives the number of websites that actually have the phrase in their title tag. The 4th row is the number of sites that have the phrase in their URL. The 5th row is the number of sites that have the phrase in their anchor text (links).
Result Ranking
This gives you the average, minimum, and maximum Google PageRank of your top competition.
Competitors
These are the competitors that were used in determining the Google PageRank numbers.
Link Hub Finder
Having relevant websites linking to yours can help your search engine rankings. Use the Link Hub Finder to see which websites are linking to your competitors that should be linking to you too.*
1. Select the profile that you would like to work with from the drop down menu.
2. Select which competitors you want to check links for.
3. Select which search engines you want to search for links on (we recommend you leave all three checked).
4. Click the Submit button.
The returned results will tell you which websites are linking to your competitors and which search engines acknowledge those links**. The 1, 2 and 3 columns under each search engine represent the 3 competitors in the order that they are listed above.
TIPS: * Use the template email in the Back Link Finder to help you send emails to the websites you would like to request a link from.
** Focus your link requests on those websites with the most checks across the row. These will be the ones to help your relevance raise the fastest with the most search engines.
Advanced Google Ranking
Google uses multiple data centers across the US and around the world to return results to online searches. Results are believed to come from the data center closest to the searcher, unless that center is too busy and then they come from the next closest center and so on.
1. Select the profile from the drop down list that you would like to check rankings for.
2. Enter the keyword or keyword phrases that you want to check the rankings for. Enter each keyword set on a separate line.
3. Select the number of data centers you would like to check your rankings on.
4. Click the "Get Placement" button.
The returned results will give you your placement on the different Google data centers for the keywords you searched for. The results may vary for the same keyword set depending on when each data center was last updated.*
TIP: *Use the Index Alert tool to find out the last time Google updated the information about your website across its data centers.
Ranking Report
1. Select the profile that you want to work with from the drop down menu.
2. Enter the search phrases you want to check the ranking for in the text box. Be sure to enter each keyword phrase on a separate line.
3. Select which search engines you want to check your rankings on.
4. Click the .Get Placement. button.
The report will show you your placement on each of the selected search engines for each keyword phrase that you entered. The placement is how many places down your website shows up in the search results. Search engines typically return 10 results per page. (i.e. If your site placement is number 11, then you would be in the first spot on page 2 of the search results.)
Index Alert
1. Select the profile you want to check on from the drop down menu
2. Select the data centers that you want to check information on.
3. Click the .find placement. button
The report shows the number of links and pages that were found when the data center did its last update. The date and time of the last update is shown in the last column. If the last cached dates are different, the most recent date will give you an idea of what the other data centers will soon be updated with.
HTML Validator
Check the pages of your website for errors in the HTML and violations of the handicap accessibility rules.
1. Enter the URL of the page that you want to check on the format www.YourDomain.com/index. (Each page of your website has to be check separately)
2. Select the radial button for the validator that you want to use
a. HTML Validation checks for errors in the HTML code of your website.
b. Accessibility level 1 checks
c. Accessibility level 2 checks
d. Accessibility level 3 checks
3. Click the validate button.
The validation report not only tells you if you have errors or warnings, but what and where they are. If any of the reports show that you have errors, you should try to have those corrected as soon as possible as they may be preventing you from getting orders or being indexed correctly by the search engines. If the report returns warnings, we suggest that you check them or have them checked*.
TIPS: *Warnings may occur because there are elements of your website that the computer program didn.t know how to read, such as a flash movie or animation. The warnings are given to indicate that there is something that needs to be checked by a person.
Back Link Finder
The Back Link Finder is a quick way to find related websites to approach for links.
1. Select the profile that you want to work with
2. Enter a keyword or phrase related to the profile website that you want to target links for
3. Click the submit button.
4. Repeat to get more sites for other related keywords and phrases
The report returns the top three results for the keyword entered. You can then use the email template (or create an email yourself) to request a link from those websites*.
TIPS: *Always verify the relevance of a site before requesting a link. Sometimes websites will optimize their site for an unrelated keyword just so that they can get a lot of traffic. Since they are not really related to you, linking to one of those will not help your relevance with a search engine as much as linking to a related site.
Keyword Analysis
When choosing keywords to target for your website it is important to make sure that the words you are targeting are actually being searched for. Use the Keyword Analysis tool to find keywords for your site that are actually being searched for every month.
1. Type a keyword related to your website into the search box
2. Click the submit button
The returned results will give you the number of searches for the keyword you submitted, as well as other related keywords, for the last month on Yahoo!.
TIP: Keyword phrases of 3 or 4 words will bring you the most targeted traffic; shoppers who are looking to buy and not just window shop.
Advanced Keyword Analysis
Use this tool before beginning your next pay-per-click campaign.
1. Type in a keyword or keyword phrase
2. Type in the security code as displayed
3. Click the submit button
The report returns 9 columns of data helpful for planning a pay-per-click campaign and an Assumptions box.
Assumptions.
. Based off of the percentage of people that use each search engine, you can expect 47% of your traffic to come from Google, 20% to come from MSN and 33% to come from Yahoo!.
. Conversion: This is an estimate of how many of your click through visitors will make a purchase
. Click Through Rate: The percentage of people that see your ad and click on it
. Profit per Conversion: The amount of profit that you make on each sale
. Once you change any of the assumptions you will need to click the radial button next to one of the keywords to refresh the budget and sales numbers.
The actual report tells you how many times last month the keyword you entered was searched for on Google, MSN and Yahoo!. Column 6 gives you the top 5 bid amounts for that keyword. Columns 7 through 9 use your information from the assumption box to estimate what your monthly budget would be for that keyword, the number of sales you would get, and the amount of profit from those sales.
To see the bid information for other keywords, simply select the radial button next to them. In order to get you the results quickly, the system only displays all of the information for the ones that you select.
HTML Source Analysis
Use this tool to see if you should clean up the coding of your website to help make changes quicker and easier.
1. Enter the URL of the website that you want to check in the box using the format www.YourDomain.com.
2. Click the submit button*
3. Check the box next to Clean HTML Source
4. Click the submit button**
5. Check the box next to Highlight HTML Source
6. Click the submit button***
*This is what the HTML code of your web page currently looks like.
**This is what your HTML would look like if it were separated and organized
***This is what the HTML looks like if it were cleaned up and then color coded. Blue indicates a tag. Orange is an attribute of a tag. Red is for the content of the tag.
TIP: (Always be sure to have your webmaster approve changes to the code before they are done.)
Screen Resolution Simulator
Use the simulator to see how much of your website your visitors can see when they first open it.
1. Type the URL of the website that you want to view using the format www.YourDomain.com
2. Select the screen resolution from the drop down list
3. Click the view button
After you click .view. a window will open displaying the page at the URL you entered. This window is sized to show you how much of the web page displays for someone using the resolution that you selected.
Search Engine Spider Simulator
This simulator shows you the content of your website as a search engine or screen reader sees it.
1. Type the URL of the web page that you want to check in the text box
2. Click the "view" button
The displayed results are what your website looks like without color, graphics or animation. What you see here is what a screen reader would read aloud to a visually impaired user.
We hope this step by step tutorial is helpful so you can be successful online.
If you are still having trouble, please check out our frequently asked questions by clicking here.
