Get the most important digital marketing news each day.
5 tools, tips and hacks to maximize your SEO output
Columnist Brian Patterson believes that SEO success depends not only on your knowledge and skills, but on your ability to work efficiently. Check out his five suggestions for increasing SEO productivity.
This article was co-authored by my colleague at Go Fish Digital, Chris Long.
Part of being an effective SEO is being incredibly efficient with the tasks at hand. You just aren’t going to have the time needed to go deeper and continue to add value if you’re spinning your wheels doing manual, repetitive tasks.
Because of this, we have always valued things that can make you more efficient: tools, scripts, automation, and even interns!
Today, we dig deep into our toolbox to pull out five of our favorite ways to maximize your SEO productivity output.
1. Automate Google Analytics data extracts & reporting
Generating monthly reports is one of those repetitive tasks that can consume a day or more at the beginning of the month (especially in the agency world!).
If you’re manually pulling data from Google Analytics, you need to be constantly checking that your date ranges are correct, that you’ve applied the proper segments, that you’re analyzing the right metrics, and that you’ve accessed the primary profile in the first place. Not only would automating this type of reporting save time, but it would also ensure consistency and eliminate mistakes.
And while scheduling reports in Analytics is fine, reporting can really be taken to the next level with the Google Analytics Add-On for Sheets. This add-on is a lifesaver for us during reporting time!
By adding this to Google Sheets, you can pull data directly from the Google Analytics API without ever having to log into the Analytics interface. To start, you’ll need to configure which metrics, date ranges, segments and profile the API should be pulling. Next, you simply run the report; the data is then loaded into your spreadsheet automagically.
The beauty of this whole system is that once you have set up your reporting framework, the amount of time spent gathering Google Analytics data each month should be drastically reduced.
For most of my reports, all I do is adjust the date ranges at the beginning of each month, and I let the API apply all my segments and collect only the metrics I need. I also create charts in the same spreadsheet that reference the cells this data gets pulled into.
With some very minor changes to the spreadsheet each month, I’m able to pull all of the data I need and have it formatted into easy-to-read charts.
This little add-on easily saves me about a day’s worth of work every single month.
2. Find internal linking opportunities with Screaming Frog
Internal links are one of the most underrated ranking factors in SEO. They not only allow you to optimize the destination pages for the exact keywords you want, they also provide a great opportunity to strategically distribute link equity in a way that targets your key landing pages.
Because of this, we’re continually providing clients with recommendations on improving the internal links on their websites. And from this, we have plenty of evidence that it works, even with some of the most competitive keywords there are.
For large and enterprise websites, it can be tough to find every one of those juicy internal linking opportunities awaiting your attention. The good news is that Screaming Frog comes with a “Search” feature that makes finding internal linking opportunities a breeze.
Before running a crawl of a website, simply navigate to “Configuration > Custom > Search” and add keywords you want to optimize for. Screaming Frog will then crawl the whole site and return URLs that use that text in the “Custom” report section. You can run a search for 10 different keywords at a time so you can include the different variations of the keyword you’re optimizing for.
You can also pair this search with Screaming Frog’s Include/Exclude feature to only search for opportunities in specific sections of your website. For improved productivity, I like to use the OpenList extension, which opens all of the URLs at once in separate tabs.
3. Scale keyword research with Merge Words
Google is better than ever at understanding the topic of a web page through its improved entity recognition. Better language processing allows Google to group related terms and understand their context.
This means it’s extremely important to not only understand your core keywords but semantically related terms as well. Keyword strategies revolving around concepts such as TF-IDF are gaining more traction among search professionals.
Google’s improved language comprehension means that your pages are capable of ranking for a much larger set of keywords than the ones they’re optimized for. While this is great for SEO, it can be intimidating to start keyword research with this in mind.
How are you supposed to determine all of the different keyword combinations you should be including in your content? And how are you to know which keywords to actually implement on the page?
Enter the Merge Words tool. This simple tool allows you to add words to three separate columns; then, as the name suggests, it will merge every combination of all of the terms you entered.
Now, instead of spending a great deal of time manually plugging keywords into your keyword research tool, you can quickly combine all of the different identifiers into Merge Words, then copy-and-paste that data into your keyword research tool.
An example of how this could be used is with an aftermarket car parts retailer. They could merge lists of all of the makes/models (Acura MDX, Acura TL, etc.) they provide parts for with all of the products they carry (headlights, seat covers, etc). The result is every combination of make/model with every part they provide (e.g. Acura MDX headlights, Acura MDX seat covers, Acura TL headlights, Acura TL seat covers).
They could then plug this list into the Google Keyword Planner to see what the most searched keywords were.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.