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SEO Tools

AARON MATTHEW WALLSearch Engine Optimization Book Aaron Matthew Wall150 Caldecott Ln #8 Oakland Ca 94618Phone (401)207-1945 Email : [email protected] Updated : Tuesday, November 13, 2007

Table of ContentsSEO Tools1SEO Glossary .1SEO Forums.1SEO Conferences .1SEO Interviews .2Social Bookmarking, Tags, & Buzz Tools .2Competitive Analysis Tools.3Keyword Selection .4General SEO Tools.6Link Checking Functions.8Link Building Tools .9Aggressive SEO Tools (More risky).12Pay Per Click Tools .13

S E O1ChapterB O O KSEO ToolsMuch of the craft to SEO is knowing how to use time effectively. SEO isan extremely time intensive process. These are the tools I use to savetime with SEO. None of these links are affiliate links. I get paid nothingto recommend these tools to you.SEO GlossaryIf you do not understand what core vocabulary words mean it is hard to extractmeaning from higher level conversations. Due to reader requests I created a freeSEO glossary.http://www.seobook.com/glossary/SEO ForumsThe ability to gain near real time answers to your SEO questions makes SEOforums extremely valuable.A good forum has a good sense of community, but different SEO forums havedifferent goals. Generally I support the idea that good SEO is generally makinggood ideas that would be easy to spread and / or gaining high quality links. Theforums that allow open discussion of and support effective SEO ideas are myfavorite.You will learn a bunch of your SEO knowledge from personal experience, butforums will also help speed along the learning cycle. Free: Review of and links to most of the major SEO forums (and manysmaller ones too). Most SEO forums are )SEO ConferencesIf you analyze the search results well enough you can figure out quite a bit ofinformation. Forums occasionally offer great tips as well.I can’t recommend enough attending conferences though. Conferences allow youto meet people and talk to them in person, which helps build trust, and some1

S E OB O O Kpeople may be willing to explain things in private that they would not talk about inpublic.The two biggest conferences are Search Engine Strategies and WebmasterWorld’sPubcon. Both are great. Search Engine Strategies tends to be geared more towardcorporate marketing and Pubcon tends to be geared more toward independentwebmasters. Many of the same big names in the SEO field attend bothconferences.If you have the opportunity to attend some of the smaller bar only conferences youcan learn a bunch there too. I love SEO Roadshow, but some of the smallergatherings like that are invite only, and you may only get an invite to them afterpeople know you online or meet you at one of the more mainstream conferences. Danny Sullivan’s Search Engine Strategies(http://www.searchenginestrategies.com/) Brett Tabke’s WebmasterWorld Pubcon (http://www.pubcon.com/) Conference Calendar (http://www.seobook.com/conferences/)SEO InterviewsI am interviewing many of the most respected names in the search space. Includedin this PDF are interviews of great marketers and Google’s leading engineer incharge of search quality. (http://www.seobook.com/seo-interviews.pdf)Social Bookmarking, Tags, & Buzz ToolsTools that help you find rapidly spreading ideas. If you track what ideas arespreading it may become easier to learn how to create ideas that spread.As the web becomes more social SEO will continue to shift away from matchingalgorithms to creating and marketing remarkable ideas. Free: Del.icio.us popular list (http://del.icio.us/popular/) Free: Digg (http://digg.com/) Free: Netscape (http://www.netscape.com/) Free: Reddit (http://reddit.com/) Free: StumbleUpon (http://www.stumbleupon.com/) top stories @(http://buzz.stumbleupon.com/) Free: Memeorandum (http://tech.memeorandum.com/) Free: Yahoo! Buzz (http://buzz.yahoo.com/)2

S E OB O O K Free: map.cfm) Free: Technorati Charts (http://technorati.com/chart/fad) Free: Topix blogged news (http://www.topix.net/blogs) I posted numerous other examples and ideas When marketing sites on social news websites it is crucial that you use headlineswhich are focused more on invoking an emotional response than just matchingyour target keywords. Read Copy Blogger for tips on how to use compelling pagetitles and headlines petitive Analysis ToolsTools that help you view the competitive landscape of a particular market. Search results – what TYPES of websites are ranking for your targetkeywords? What competitive advantages have each of them developed?How can you leverage their idea or ideas from other popular sites to pushyour own brand? SEO for Firefox – This free tool layers link profile data, site age data, anddata about citations from social news sites over the top of Google’s orYahoo!’s search results to give you a more complete profile of thecompetitive landscape. SEO for Firefox requires using Firefox webbrowser. tmlHere is an example of the types of information it shows. Note how it alsolinks off to the related data sources to allow you to further analyze the datasource. Top 10 Analysis Tool – shows data similar to SEO for Firefox, but puts allthe data on one page. http://www.webuildpages.com/cool-seo-tool/ Alexa – Shows traffic trends. Please note this is HEAVILY biased towardinternet marketing and webmaster related websites. It often ranksSeoBook.com in the top 1,000 sites on the web, and there is just no waymy site gets anywhere near that much traffic.http://www.alexa.com/data/details/traffic details?q &url www.seobook.com3

S E OB O O K Compete – Similar to Alexa, but not as biased toward internet marketingrelated websites m also offers a search analytics toolhttp://searchanalytics.compete.com/which allows you to view keywords that competing businesses rank for. Quantcast – Similar to compete, but shows more in depth demographicinformation http://quantcast.com/ Google Trends – Are competing brands and markets they are dominatinggrowing in mindshare and search volume?http://www.google.com/trends?q seo book Blog search and news search engines – are bloggers and traditional newsoutlets discussing competitors? If so, why?Keyword SelectionDoing SEO effectively starts with finding the right words, phrases, and ideas totarget.My general philosophy with most of these tools is they are good to get an idea ofwhat to go after, but most of them do not provide deep enough search data, and somany searches are unique that you won’t end up discovering them until they endup sending visitors to your site.The best way to find deep search data is to bid broad match on Google AdWords,track the referrals, find the good terms, and block bad terms. Use this data to refineand improve your keyword list.The only keyword research tool I have purchased so far and felt it was worth thesubscription price is WordTracker, but I actually like the free tool that I created abit more than WordTracker. Google’s free keyword research tool is probably thebest tool on the market, but if you use my tool it will provide cross referencinglinks to all of Google’s tools and the other most useful tools on the market.I also typically do not advocate changing content over and over again trying to finda magical keyword density. In reality there is no such thing. Keep creating newcontent regularly and don’t keep changing your old content over and over again. Free: SEO Book keyword suggestion tool – driven largely off ofOverture’s keyword suggestion tool, my keyword research tool makes iteasy to cross compare the results from most other keyword research toolson the market. (http://tools.seobook.com/general/keyword/) Free: Google AdWords keyword suggestion tool – Shows 12 monthseasonal traffic patterns, bid competition, related terms and is exceptionallyeasy to export keyword lists lExternal)4

S E OB O O K Free: Google AdWords traffic estimator – estimates the traffic you wouldreceive from AdWords given a specific bid. Also estimates the bid pricenecessary to rank #1 on AdWords for 85% of stimatorSandbox) Free: Google Trends – shows estimated trending data for keyword searchglobally or by market. Data goes back multiple years and allows you tocompare multiple keyword phrases on the same graph.(http://www.google.com/trends) Free: Digital Point keyword suggestion tool – free web based tool whichcompares Wordtracker and Overture search gestion/) Free: MSN Search Result in.aspx) Various Prices: WordTracker – web based leased product which hasmany more features than the other tools. WordTracker traffic is generallymore representative of actual traffic than Overture’s tool since many fewerautomated bots scour its data collection network than Overture’s.(http://www.wordtracker.com)free version (http://freekeywords.wordtracker.com/) Various prices: Keyword Discovery - database of keyword data. Containshistorical data. Some of their partners made them sign a non disclosureagreement. The database may not be as clean as the WordTrackerdatabase, but it contains a bit more data.(http://www.keyworddiscovery.com/)free version rd discovery also provides free limited depth usage and has a freekeyword directory.html) Various prices: Keyword Intelligence – database of keyword data fromvarious HitWise partner sources. I was not exceptionally impressed withthis offering. (http://www.keywordintelligence.com/) Free: Overture Search Term Suggestion Tool – offers search frequencyfor the prior month throughout the Overture network. Please note thatmany bid checkers and other automated bots cause this number to skewhigh. uggestion/) Free: Google Search Suggestion Tool – auto-completes search queries tohelp you find more related search terms5

S E OB O O K(http://www.google.com/webhp?complete 1&hl en)I also have an online Google Suggest scraper ation/) Free: Google Sets – shows groups of related keywords.(http://labs.google.com/sets) Free: Good Keywords – free downloadable software which can be usedfor preliminary keyword research. (http://www.goodkeywords.com) Free: Ontology tool – finds related keywords using the Google search.(http://www.gorank.com/seotools/ontology/) Free: Quintura – web based and downloadable latent semantic indexingtool (http://quintura.com/) Free: Keyword Typo ds-typos.cgi) Free: Lexical FreeNet -- helps find ideas and terms related to a given wordor words. (http://www.lexfn.com/) Free: Tag Cloud – free Folksonomy tool (http://www.tagcloud.com/) Free: MSN AdLab – offers a wide variety of free keyword research toolsincluding things like keyword funnels and a keyword mutation tool.(http://adlab.msn.com/) Free: SEODigger – shows keywords that competing sites rank for.(http://www.seodigger.com/) Free & Paid: SpyFu – shows words that competing sites rank for or arebuying on AdWords (http://www.spyfu.com/) Paid: KeyCompete – paid tool showing what AdWords keywordscompeting sites are buying (http://www.keycompete.com/) Free: Competitors websites and related search suggestions from varioussearch engines such as Vivisimo, Snap, Gigablast, and Ask.General SEO ToolsThere are many various tools which help make the job of SEO quicker. These aresome of my more commonly used tools. All the tools in this section are free. FireFox browser – browser allows tabbed browsing, which saves a ton oftime when I am looking at about a half dozen sites at the same time.(http://www.mozilla.org/products/firefox)6

S E O B O O KFirefox Bookmarks and Extensions – extensions and bookmarks I use tocustomize Firefox to make SEO ets.html)Internet /winfamily/ie/default.mspx) Internet Archive – shows the history of websites.(http://www.archive.org/) Digital Point keyword ranking, backlink, and PageRank checker – I use thistool to view my position for various websites in Google, Yahoo!, andMSN. It also helps me hypothesize some of the ways they may havechanged their ords) Xenu Link Sleuth – finds broken links on your site, and helps you build asitemap. (http://home.snafu.de/tilman/xenulink.html) Sitemaps Protocol – official xml sitemap protocol supported by the majorsearch engines. Please note that these xml sitemaps are different than yourinternal sitemaps. (http://www.sitemaps.org/) Free Meta Tag Generator – helps you create the code for your page titleand meta tags(http://tools.seobook.com/meta-medic/) The Google Toolbar – good for highlighting keyword proximity and usageand doing many things like giving you a quick glimpse of a cached copy ofa page. (http://toolbar.google.com/) If you are doing lots of exceptionallyaggressive promotional techniques it may be unwise to install any toolbardistributed by a major search engine since it will help them track and crossreference your sites. Google Toolbar buttons - if you use the Google toolbar for InternetExplorer you can create custom buttons to act as an RSS reader or link tovarious useful tools, like a site’s WhoIs history. I created a number ofbuttons here (http://tools.seobook.com/buttons/) Show IP – FireFox extension shows what IP Google results are comingfrom (http://l4x.org/site/node/1078) GoLexa – SEO Swiss Army Knife tool (http://www.golexa.com/) Office application. Things like spreadsheets make life much easier as anSEO. I use MicroSoft Office sometimes (http://office.microsoft.com/)and sometimes I use OpenOffice (http://www.openoffice.org/). Eitherwill probably work for most jobs. OpenOffice can create PDF documents7

S E OB O O Kfor free. The newest beta version of Internet Explorer also can producePDF documents from web pages. Myriad Search – meta search service which makes it easy to compare thetop search results from the major search engines(http://www.myriadsearch.com/) Espion – Free download application which makes it easy to change youruser agent to check for user agent based r-app/) Content generation & scripting: http://www.elance.com is an onlineauction where people bid on your projects. You can find real bad deals andreal gems there. http://www.constant-content.com is a content bank fullof content for sale. The US government and the BBC are also offering freeRSS feeds. Some people also use sites like http://craigslist.org/ to look foraffordable writers.Link Checking FunctionsHere are some ways to check backlink profiles using major search engines Yahoo! links – search for link:seobook.com to find links to that specificpage via Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/Site Explorer also allows you to filter out internal backlinks to be able toget a better view of external inbound links Yahoo! Site links – shows links pointing to any page on a site. Uses thesame structure as above, but use linkdomain: instead of link: Yahoo! .edu links – links from .edu and .gov type websites may be trustedmore than typical links. You can view the .edu links pointing atSeoBook.com using this linkhttp://search.yahoo.com/search?p .com%20-site:www.seobook.com Google backlink check – use link:seobook.com, but please note thatGoogle only shows a small sample of the links they know of. Google similar pages check - related:http://www.seobook.com/ showssites which Google thinks are related to SEO Book. Google Blogseach Backlinks – Google’s Blogsearch will show you recentlinks from blogs to any page on a particular site. Onhttp://blogsearch.google.com/ use link:seobook.com8

S E OB O O K Technorati – shows blog links similarly to how Google Blogsearch does.Search at http://www.technorati.com for www.seobook.com Microsoft offers similar link functions as Yahoo!. Like Yahoo!, Microsofttends to show a larger and more comprehensive sample of linkage datathan Google. MSN reciprocal link checking feature. Microsoft allows you to see whichsites a domain links at using LinkFromDomain:seobook.comBy searching for links that are both to and from a domain you can seewhich links are reciprocal links in nature and help further identify the localtopical communityhttp://search.msn.com/results.aspx?q linkfromdomain%3Aseobook.com linkdomain%3Aseobook.comLink Building ToolsLink building is perhaps the most time consuming part of the SEO process. As theweb becomes more social link building is moving away from analysis andreplication of competing channels to creating ideas that will spread on social newswebsites and blogs.Please note that Google’s algorithms have moved away from heavily weightinganchor text and have instead placed more and more weight on domain relatedauthority, so getting quality links is becoming far more important than just gettinglinks that have your keywords in them. Free: Hub Finder – tool looks for co occurring backlinks. This tends toshow scraper sites, and useful hub pages. You can limit the search depth toshow more of the hub pages and less scraper pages.(http://www.linkhounds.com/hub-finder/) Free: Link Harvester – gives lots of details about unique linking domains,.edu backlinks, and IP addresses of r/backlinks.php) Free: Jim Boykin’s cool SEO tool – shows top ranked sites, domain age,and a few other related pieces of tool/) Free: Rusty Brick’s link analysis tool. Works with the Google API andoffers C block IP and anchor text reporting. Since it works with theGoogle API it is somewhat slow, but it is free.(http://www.rustybrick.com/link analysis.php) Free:: Class C IP checker tool checks for duplicate class C IP addressesfrom a list of domains. Links from sites which are on the same C block IP9

S E OB O O Kaddress may not carry as much weight as sites from different C block IPaddresses. (http://www.ip-report.com/) Free: Unique Linking Domain Checker – returns links to all unique linkingwebsites that link at your l.asp) Free: Unique C Block Backlinks Checker – allows you to quickly surveyhow competitive a market is by seeing how many C blocks are linking atcompeting websites. (http://www.webuildpages.com/cclass/) Free: Back Link Analyzer – operates similar to Optilink and SEO Elite,but is free. If you like BLA then you probably have no need for Optilink orSEO Elite since the feature sets prettymuch r/) 224: Optilink link analysis software. Optilink automates sortingcompetitotrs backlinks and displays the anchor text in links.(http://www.optitext.com/) 167: SEO Elite – similar to Optilink, but also checks reciprocal linkpartners. (http://seoelite.com/) Free: Backlink Watch – similar to the above 3 tools, but web based andfree. (http://www.backlinkwatch.com/) Free: Tattler – similar to Optilink and SEO Elite, but lighting quick andfree. Only works with Yahoo!, but it is really download-page/) Free: PRWeb – free press releases. I often recommend purchasing one oftheir premium services though.(http://www.prweb.com) Free: List of places to submit tml)some article banks are also listed in the directorylist.xls sheet mentionedbelow under the articles tab. Free: DNS Stuff has a variety of webmaster tools including WhoIs, etc.(http://www.dnsstuff.com/) Free: Server header vercheck.cgi) Free: (Directories) http://www.directoryarchives.com is a directory ofdirectories, and here is a free Excel sheet10

S E OB O O Khttp://www.seobook.com/directorylist.xls for managing some of yourdirectory submissions. Free: Google TouchGraph makes it easy to visualize relationships betweenrelated websites. (http://www.touchgraph.com/TGGoogleBrowser.html) Free Trial: Roboform saves your data and makes it easy to enter paymentand site listing information. Useful for massive directory registration,though you still need to ensure you mix your linkage data. It may also be inyour best interest to space out some of your registrations to show morenatural appearing linkage growth. http://www.roboform.com/ Free: InFormEnter Firefox extension. Acts somewhat similarly oreinfo.php?application firefox&category Editing%20and%20Forms&numpg 10&id 673) 50 per month: LinkExplore helps you collect contact and linking detailsto trade links with people who have site details in the LinkExploredatabase. The LinkExplore database has over 10,000 entries and you cansearch by keyword and category. LinkExplore also allows you to collectdata from the search engines similarly to how SEO Elite and OptiLinkwork.One of the benefits of LinkExplore over some of the other link analysistools is that their database already has a number of people in it who arelikely to want to trade links with similar related resources, but typicallymost sites in such databases are not of a high quality level.I find the Link Explore member newsletter annoying and somewhatoffensive though.(http://www.linkexplore.com/) Arelis: link exchange software. It allows you to seek out link partners, theircontact information, and email them. I would customize any email I sentout so as to avoid being accused of email spamming. Arelis also tracks yourstatus with link exchange communications.Arelis also allows you to upload HTML pages with your link partners linkson them, but I would not recommend using that feature on quality sites, orensure I removed any footprints left by software which is designedspecifically for link exchanges.When you exchange links it is a good idea to also link to related internalpages and quality resources that may not be linking back at your )11

S E O B O O K 175: Zeus is a link exchange manager / directory software similar toArelis. Both offer a free trial. I have not fully tested Zeus, but I would notput pages with link exchange software footprints on my site.(http://www.cyber-robotics.com)Aggressive SEO Tools (More risky) Some of these tools may risk getting your site banned. Free: Cooperative Ad Network this essentially amounts to a huge linkfarm, but it is blended in with many sites that are well integrated into theweb. Some search algorithms can look for temporal effects and deweightrapidly rotating links. I currently am not using this ad network on any ofmy sites, and probably would not use it on any site that I wanted to do welllongterm. It seems as though some older established sites can get awaywith using this sort of stuff more than newly established sites, but they alsoare risking losing more. (http://www.digitalpoint.com/tools/ad-network/) Free: Link Vault – acts similar to the Coop Ad Network, except itprovides static non-rotating links. (http://www.link-vault.com) Articlebot – creates multiple copies of semantically sound copy from asingle original article. I have not yet used Article Bot but have heard goodreviews, although some think the software is a bit complex to learn.(http://www.articlebot.com/) On ThreadWatch someone noted that theythought this tool might be sending some of its data back to someoneinvolved with creating the tool.Any time you use an automated content generator that phones home youmay be doing niche discovery for someone else. Traffic Equalizer – scrapes search results and creates pages from them.By default it likely leaves some footprints.(http://www.trafficequalizer.com/) RSS Equalizer – creates static pages out of RSS feeds. Similar thoughts asT.E. above. (http://www.rssequalizer.com/) Fantomaster – high end cloaking software. I have not yet used cloakingsoftware, but Fantomaster has a reputation for being the best in thebusiness. (http://fantomaster.com/) KloakIt – low cost cloaking software. (http://www.kloakit.com/)12

S E OB O O KPay Per Click ToolsCustomer Tracking / Bid Tracking / Management ClickTracks - log file analyzer.awesome (http://www.clicktracks.com) ConversionRuler – simple pay per click tracking(http://www.conversionruler.com) KeywordMax – web based software (http://www.keywordmax.com/) IndexTools – web based software (http://www.indextools.com/) BidRank - downloadable software (http://www.bidrank.com) Atlas OnePoint - web based software (http://www.atlasonepoint.com) Google Analytics – free analytics software, but if you send it you aresending your traffic and conversion information to Google(http://www.google.com/analytics/) WebSideStory (http://www.websidestory.com)Competitive Analysis SoftwareSome tools collect the ad distribution rate and rank details of competitors byrandomly pinging Google. I have not extensively used these products, but I dothink they are interesting. Two of these products are: AdArchiver is a rather inexpensive competitive analysis tool.(http://www.adarchiver.com) AdGooroo is a way more expensive, but it graphs the data and gives youtips on how to adjust bidding. (http://www.adgooroo.com/) SEMPhonic spiders similar sites to find related keyword sets. Still a betatest product (http://www.semphonic.com) Google AdWords API (http://www.google.com/apis/adwords/)Fraud Prevention & Monitoring Software Vericlix – the only free click fraud prevention software(http://www.vericlix.com/) Who’s Clicking Who (http://www.whosclickingwho.com/) Click Auditor (http://www.keywordmax.com/click auditor.html)13

S E O B O O KTrack which pages your AdSense ads appear on (http://www.apogee-webconsulting.com/tools/track google content ads.html)Keyword Suggestion ToolsListed above in the keyword research section.Keyword list creator Free: Keyword list generator – makes it easy to generate a variety ofkeyword combinations from a list of terms and modifiers. The other toolsmentioned below have similar feature sets.(http://tools.seobook.com/keyword-list/) ThePermutator - 50 downloadable software, similar to my free keywordlist generator (http://www.thepermutator.com)Other Websites: ZoneEdit – allows you to redirect keyword rich domain names to otherlocations.(http://www.zoneedit.com) Split Tester (http://www.splittester.com/)Large Pay Per Click Search Engines Google AdWords (https://adwords.google.com/select/main) – ads appear onGoogle, AOL, Ask, and many other search & content websites Yahoo! Search Marketing (http://www.overture.com) – also known asOverture, ads appear on Yahoo!, Alltheweb, AltaVista and many othersearch & content websites. Microsoft AdCenter (https://adcenter.msn.com/) – currently their adsmainly appear on MSN Search.AdWords Tools Google AdWords Editor – helps automate creating tight ad groups basedon larger keyword lists. http://www.google.com/intl/en/adwordseditor/ Google Website Optimizer – free multivariant testing platform offered byGoogle http://services.google.com/websiteoptimizer/ Google local ad preview – see if your ads will be shown in local ngPreviewToolMore information at -ad-is-showing-around.html14

S E OB O O KSmaller Pay Per Click Search Engines Please note that I recommend using Google AdWords, Yahoo! SearchMarketing, and Microsoft AdCenter before extending your PPC accountsacross too many engines when you go to dozens of engines it becomesharder to track, you are only trying to pick at the market edges, and someof those market edges are full of click fraud. Click River (http://clickriver.com/) – sells search and contextual ads onAmazon.com. Ask (http://sponsoredlistings.ask.com/) – Google AdWords ads appearon Ask as well, but if you are getting exceptionally great traffic quality fromAsk you can buy directly as well. Miva (http://www.miva.com/) - Miva is the combination of FindWhatand Espotting Kanoodle (http://www.kanoodle.com) – Kanoodle is more contextualbased, and has a good number of quality contextual partners in the financearea. LookSmart (http://www.looksmart.com) Å I think their traffic qualitysucks (or at least it did for me when I tried them in November of 2004).Many other tier 2 type engines may have poor traffic quality, butLookSmart had poor traffic quality AND charged me for a ton of it in ahurry. Enhance Interactive (http://www.enhance.com) – Enhance was formerlynamed Ah Ha. They recently bought out IndustryBrains, and have a fewdecently well known contextual ad partners. Search123 (http://www.search123.com) – Search123 is owned byValueClick. Epilot (http://www.epilot.com)15

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Nov 13, 2007 · SEO Forums The ability to gain near real time answers to your SEO questions makes SEO forums extremely valuable. A good forum has a good sense of community, but different SEO forums have different goals. Generally I support the idea that good SEO is generally making good ideas that would b