All SEOs have certain tools and tricks that they use to monitor their client's performance and that of their competitors.
At BrightonSEO several of the speakers revealed some of the free tools they have found most valuable, as well as some custom reports created for Google Analytics.
This list is compilation of tools suggested by Auto Trader head of search and online partnerships Berian Reed; Forward3D head of SEO Danielle Fudge; and Koozai digital marketing executive Anna Lewis.
You can find more useful GA dashboards and report relating for social media and email marketing on Lewis's blog...
Anyone with a smartphone knows that search is one of the most popular functions on mobile, yet mobile SEO is still a poor relation compared to desktop.
A quick look at the stats shows that we should be paying more attention to mobile SEO, with data from Marin showing that mobile devices accounted for 13% of search spend in June 2012 yet took a 20% share of clicks.
However creating a mobile site isn’t a simple process and there are several criteria that need to be taken into account to effectively optimise a site for a mobile audience.
SEO consultant Aleyda Solis addressed the topic of mobile search at BrightonSEO last week, listing seven things that marketers need to ask themselves when optimising a site for mobile SEO.
Here’s a run through of Solis’s points...
Almost half (46%) of UK smartphone owners have used their device to research product information before or during a shopping trip, according to a survey of more than 2,000 consumers by Deloitte Digital.
These numbers tally with a survey of European consumers by Tradedoubler which found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
As a result, Deloitte estimates that around 6% of in-store retail sales will be influenced by smartphone use, equivalent to £15.2bn of sales per year.
This is almost double the value of direct purchases made through mobile, which Deloitte puts at £8bn in 2012.
The proliferation of mobile devices has opened up a number of new opportunities for marketers to communicate with their customers.
We tend to focus mainly on m-commerce and mobile advertising as that’s where the bulk of the revenue is, but new data from eDigitalResearch shows that mobile is also a great way to conduct market research.
Around 10% of eDigitalResearch’s surveys are currently completed on mobile, a figure that has doubled since July 2011.
With this in mind, it interview 649 UK respondents through mobile devices to find out more about how mobile users are taking part in research studies.
It found that almost three-quarters (72%) of respondents had previously completed a survey on a mobile device and 82% said they were likely to take part in survey from their mobile in future.
New data from Affiliate Window shows that mobile conversion rates have plateaued this year, hovering around the 3% mark since January.
In 2011 mobile conversions increased from around 1.9% in January to more than 3.5% in December, but 2012 has seen a levelling out.
As m-commerce sites are becoming more common, these statistics highlight the difficulty brands face with increasing transactions on mobile.
We recently reviewed the top 20 UK retailers' mobile checkouts and found that in general the sites were user-friendly. But clearly consumers still prefer to make a purchase using a desktop or tablet rather than their mobile.
The AW stats show that August actually saw a slight drop in mobile conversions to 2.84% from 3.14% in July.
Sportswear brand New Balance recently unveiled several new e-commerce sites for its US and UK brands.
Alongside the main New Balance brand there is a UK site for Warrior and US sites for Cobb Hill, Aravon and Dunham.
Built using Demandware’s platform, the aim is to create scalable e-commerce offerings that will help the company with its plans for global growth.
The homepages certainly look impressive, but what is the purchase process like?
We have previously flagged up Quiksilver as an example of shopping basket best practice, so using the same criteria I looked at how New Balance stacks up...
Net-A-Porter has unveiled a new iPad app to add to its existing catalogue of iOS and Android apps.
The luxury shopping brand was one of the first to see the potential of mobile, launching an iPhone app in 2009 and a weekly magazine iPad app in 2010. Across the board the Net-A-Porter apps have been downloaded more than 975,000 times.
Its new release, which will sit alongside the existing iPad app in the App Store, displays editorial and video content as well as allowing users to shop the entire Net-A-Porter product range.
The idea is to cater for iPad owners who use their device during their leisure time at home, so it is as much about providing fashion news and entertainment as it is about selling products.
Whistles has launched a mobile optimised site as it ramps up efforts to offer its customers a multichannel shopping experience.
The women’s fashion retailer launched a revamped version of its desktop site a few years ago which suffered from a plethora of usability issues.
This is its first attempt at building a mobile site and the landing page initially looks very similar to the desktop site.
I tried out the site using an Android smartphone to see how easy it is navigate and make a purchase...
Consumers expect to be able to access video content as part of their online experience, but websites have to make sure the content fulfils some sort of objective.
It’s no good creating video content for your site without first coming up with a strategy and measuring its performance over time.
Our Online Video Best Practice Guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques.
Here we summarise the section that looks at four key performance indicators that make for decent overall objectives...
Pizza Hut launched a mobile optimised version of its UK website this week, making it easier for customers to place an order for delivery or collection on their smartphone.
It’s a useful upgrade to the site but the brand is still miles behind competitor Domino’s Pizza, which currently achieves 13% of all digital sales through mobile devices.
While rival Domino’s has generated over £10m in sales in the past year with its iPhone app alone, it has taken a long time for Pizza Hut to go mobile in the UK.
In the US, the brand was well ahead of the curve with mobile, yet in this country Pizza Hut has had no mobile offering at all.
I tested the mobile site on an Android smartphone to see if it was worth the wait...