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Raven Tools - SEO Setup Guide

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Raven Tools - SEO Setup Guide Powered By Docstoc
					SEO
SETUP GUIDE



Revised March 9, 2012
by Raven Internet Marketing Tools
Welcome!                                                                Other Resources

                                                                        Knowledge Base
Raven Internet Marketing Tools is ready to help you get the             Go to https://raven.zendesk.com
most from your social media campaign and make sense of the              at any time to search the Raven
                                                                        Knowledge Base for answers to
fire hose of information coming at you from social media.               common questions and step-by-
                                                                        step instructions for each tool.
This guide will walk you through eight activities that will help        It’s updated every time we add
                                                                        features or make changes.
you understand the SEO data, tools, and reporting that are now
available to you through Raven.                                         Customer Care

                                                                        Bookmark raventools.com/
Here’s what we cover:
                                                                        customer-care for quick tips,
                                                                        resource guides, archived
  1.   The Setup Wizard                                                 webinars, our change log and
                                                                        more. It’s updated weekly.
  2. Adding keywords
                                                                        Technical Support
  3. Adding competitors
                                                                         E-mail support@raventools.com
  4. Customizing your Link Manger                                        with specific questions or click the
                                                                        “Report an Issue” icon in the tool.
  5. Customizing your SERP Tracker
                                                                         Days: Monday-Friday
  6. Using Events to track major developments in your campaign
                                                                         Hours: 8 a.m. to 6 p.m. CST (GMT-6)
  7.   Google Webmaster Tools
                                                                        Languages: Raven offers English
  8. Building brand templates and reports                               and Spanish support.


These eight tasks should take about an hour to complete.

Let’s get started.

P.S. Raven Customer Service is available any time your need help. You
can contact the team by emailing support@raventools.com.
STEP 1



Setup Wizard                                                         Glossary

                                                                     Website
When you log in to Raven for the first time, you’ll immediately be
                                                                     Your online marketing efforts
taken to the Raven Setup Wizard.
                                                                     revolve around a particular website.
                                                                     That’s why Raven stores important
The Setup Wizard helps you add your first Website, which is where    data (e.g. links, keywords, searches,
Raven will store keywords, links, contacts and other data for        etc.) in a category called Website.

your SEO campaign. You can also connect your Google Analytics,       Your account allows you to add an
Google Adwords, Twitter and Facebook accounts to that Website.       unlimited number of Websites to
                                                                     Raven.

The Wizard will take just a few minutes to complete.
                                                                     Profile

                                                                     Profiles are groups of related
                                                                     Websites. In most cases,
                                                                     customers use a separate Profile
                                                                     for each client. Profiles offer an
                                                                     increased level of user control and
                                                                     report branding.

                                                                     The default profile is called My
                                                                     Profile. You can create additional
                                                                     ones using the Profile Manager
                                                                     under the gear icon. Don’t worry;
                                                                     your account also includes
Don’t have a Google Analytics account? Simply skip this step.        unlimited Profiles.
STEP 2



Add Keywords
                                                                     SERP Tracker
                                                                     Ranking Results

                                                                     Pro account: 1,000
The first step is to add your SEO campaign keywords to Raven’s
                                                                     Agency account: 2,500
Keyword Manager.

Go to Site > Keywords. Click the “Add Keywords” button. You can
add keywords individually or in bulk.




Ranking
You have the option of adding any keyword to the SERP Tracker.
Accounts have SERP Tracker limits, so make sure to check your
limits before adding keywords to the SERP Tracker in bulk.

Tagging
Tag keywords to group them for better sorting and reporting.

Importing
You also have the option of importing all your keywords. Go to the
Keyword Manager and select the Import icon in the menu.

You can add tags to your import file. Here’s a sample CSV file to
help with the import.
STEP 3



Add Competitors
to track
Knowing what is happening with your keywords is important.
Knowing how you compare to your competitors can be invaluable.

The Competitor Manager allows you to do a side-by-side
comparison of your ranking results versus a competitor.

Raven stores your Website’s competitor information in the
Competitor Manger tool. Go to the Site > Competitors. Next,
click the button on the right side of your screen that says “Add
Competitors.” Add the competitors you wish to monitor.

The option to track your competitors’ ranking with the SERP
Tracker is automatically checked. You can choose to track only
certain competitors, too.
STEP 4



Customize the
Link Manager
There are three things that link builders will want to set up in the   Want to save time building links?
Link Manager right away:                                               Download the Raven Firefox
                                                                       Toolbar to add Link Records as
                                                                       you browse online. Go to the Main
   •	 Link Manager view                                                Settings gear icon, then drop
                                                                       down to “Firefox Toolbar” in User
   •	 Categories for Link Type, Website Type and Link Status           Preferences.

   •	 Link Monitoring


Link Manager View
Each link in the Link Manager has a Link Record. A record is a
collection of important information about that particular link—
everything from the anchor text to type of website the link is
from to the person on your team who got the link.

Customize your Link Manager view by clicking the screen icon in
the upper right-hand corner of the Link Manager. Check any of
the items you wish to see whenever you log in to Raven and use
the Link Manger.
STEP 4     continued




Link Type, Website Type, and Link Status                               Track as many marketing events
                                                                       as you like with the Event Manager.
Next, let’s customize the Link Type, Website Type and Link Status      For example:
options you will use to categorize your links. Here are a few ideas:
                                                                       Name searches for
Link Type: How would you classify a particular link? Is it a           report-friendly headlines
directory link? Did you leave a comment on a blog? These are            When you first set up a search
among the default types, but you can customize with the details         with the Social Monitor, use the
you need to track for your job.                                        “Search Name” field to give your
                                                                        search a client- or report-friendly
                                                                        title. For example, if your keyword
Website Type: What kind of website are you getting the link             phrase is “nashville predators,” you
from? Consider including the industry the website is associated         could set up the Search Name as
with for a more accurate snapshot of what your backlinks look           Nashville Predators to display it in
like.                                                                   upper case and without the quotes
                                                                        in your reports.

Link Status: What’s the overall picture of your link building          This is also helpful when you’re
                                                                       monitoring for negative keyword
campaign? You’ll have a better idea when you assign statuses to
                                                                       or brand mentions, such as “brand
individual links and report on them later. You can use Raven’s         sucks” or “brand alternative.”
default link statuses, such as “Requested,” “Active” or “Declined,”
and you can add additional ones to best fit your workflow.             Notifications

                                                                       You can adjust Social Monitor
To customize these settings, click the wrench icon in the top right-   alerts after you have set them by
hand corner of the Link Manager.                                       going to the Change Notifications
                                                                       section of your Main Settings (the
                                                                       gear icon in the upper left corner)
                                                                       in Raven.
STEP 4     continued




Link Monitoring                                                      Glossary
Finally, let’s set up link monitoring for the links in the Link
                                                                     Link Type
Manager. Link monitoring saves you time by staying on top of any
changes that may positively or negatively affect the value of your   This is your classification for a link
link. Click the binocular icon in the top right-hand corner of the   you have obtained or received for
                                                                     your Website. Raven has default
Link Manager to get started.
                                                                     types, including these, but you can
                                                                     make custom types:

                                                                       •	 User Submitted

                                                                       •	 Paid (Permanent)

                                                                       •	 Blog Comment

                                                                       •	 Organic Link

                                                                       •	 Affiliate

                                                                       •	 Competitor Backlink


                                                                     Website Type

                                                                     This is your classification for a
                                                                     website from which you obtained
                                                                     a link. Raven has default types,
                                                                     including these, but you can make
You have a lot of options here. For example, any time you add a
                                                                     custom types:
link to the Link Manager and set the status to Requested, Raven
can automatically check to see if the link becomes active and then     •	 Social Media
updates the Link Record. You can also stay on top of anchor text       •	 E-Commerce
changes, the number of links on a page and set alerts for when         •	 Personal Blog
the mozRank or Page Authority increases/decreases by a specified
                                                                       •	 Corporate Blog
amount of points/percentage.
                                                                       •	 News / Media

                                                                       •	 Directory
You can also set the frequency for which you’d like Raven to check
these items for you.
                                                                     Link Statuses

                                                                     This is your classification for any
                                                                     link you have or are trying to
                                                                     obtain. Raven has default types,
                                                                     including these, but you can make
                                                                     custom types:

                                                                       •	 Queued

                                                                       •	 Requested

                                                                       •	 Active

                                                                       •	 Inactive

                                                                       •	 Decline
STEP 5



Customize the
                                                                       Sub-users

                                                                       Have any clients who are, shall we


SERP Tracker
                                                                       say, a little more hands-on than
                                                                       others? You can create free, read-
                                                                       only sub-user accounts so they
                                                                       can log in and view their rankings.
The SERP Tracker tool is where you can keep an eye on your             Go to Main Settings > User
rankings with data provided from our third-party partner               Manager to set up these accounts.

Authority Labs. Click on Metrics > Ranking, and let’s customize
                                                                       Link Clips
your view.
                                                                       Not only does Raven monitor your
                                                                       rankings with the SERP Tracker,
Raven’s SERP Tracker can provide you with more information             it also stores screen shots—which
than just where your Website ranks in a search engine for a            we call Link Clips—of the search
particular keyword. It can tell you how a competitor ranks for that    engine results page with data
keyword, how much volume AdWords predicts for that keyword             information. Click on the ranking
and how much traffic your website received during the past 30          number for a keyword to view the
                                                                       screen shot.
days from ranking for that keyword.

To turn these other data points on, simply click the display icon to
see drop-down menu to select the options you want. You can even
set the baseline for your results (that’s the date against which
you want your current ranking data to be compared). Once you’re
happy with what you want displayed, click the update button and
the SERP Tracker will refresh with your new display options.




Now you can get a much more in-depth look into how your
campaign is performing.
STEP 6



Add events to track
                                                                      Track of as many marketing events
                                                                      as you like with the Event Manager.
                                                                      For example:

                                                                      1.	 Did Google change its
Raven created the Event Manger so you can see quickly the impact
                                                                          algorithm?
of any type of marketing event—online or offline—on your
                                                                      2.	Did you get a link from a major
campaign. The Event Manger is integrated with several Raven
                                                                         source?
tools, such as Google Analytics, so that you can see events plotted
with actual metrics.                                                  3.	Did you redesign the Website?

                                                                      4.	Did you distribute a press
                                                                         release?
 Using the Event Manger is simple. Go to Site > Events. Click the
                                                                      5.	Were you mentioned in a news
“Add Event” button on the right side of your screen. You’ll be able
                                                                         article?
 to apply your event to the Website you are working on or to your
                                                                      6.	Did an influencer retweet your
 entire Profile.
                                                                         link or post it on Facebook?

                                                                      7.	 Did you sponsor an industry
To get started, add an Event called “Started Using Raven.” (You           event?
can delete this later.)
                                                                      8.	Did you begin a PPC campaign?

                                                                      9.	 Have you or your company
As mentioned, event details will show up in other Raven tools; you        started a new television/ radio/
can toggle the event view on and off in those tools. You can also         newspaper/direct mail/etc.
choose whether to show event information in reports that you              advertising campaign?
build.
STEP 7



Sync Google                                                            Did you know?


Webmaster Tools                                                        Google Webmaster
                                                                       Tools API

                                                                       The Google Webmaster Tools API
Raven works well with Google Webmaster Tools (GWT) if you are          doesn’t support every feature
already using it for sites you manage or still need to set it up. Go   that’s available in Google’s version
to Site > Webmaster in Raven to access these features.                 of GWT.

                                                                       However, as they update their API
When you first access GWT in Raven, you will have to authorize         with more features, we’ll quickly
your account with Google to communicate with Raven’s system.           try to add them to Raven

Once you authorize your account, our system will look for a site
in your GWT account that matches the one you’re managing in
Raven.

If Raven recognizes a matching domain, it will automatically
choose it. If it doesn’t recognize the domain or finds variants
(different subdomains using the same root domain), it will
give you the option to choose a variant, add a new domain or
reauthorize with a different Google account.

Sites that haven’t been verified are provided with verification
options. Complete the instructions, click the Verify button and
you’re done—all from inside of Raven.




Now that your site is verified, you’ll be able to view and add
sitemaps, add keywords to Raven’s Keyword Manager and SERP
Tracker, and even be notified of important messages from GWT.
STEP 8



Set Up Reports
A great way to stay on top of your Internet marketing campaign is     You can add multiple templates;
to set up automated reports. Raven can send them just to you or       however, you can only assign one
                                                                      template to a Website or Profile.
to any combination of you, your team and your clients. Best of all,
you can report on activity for just about every tool in Raven.        For the ultimate personalization,
                                                                      consider creating brand templates
                                                                      for each of your clients with their
First, you’ll want to set up a brand template—this will remove the
                                                                      logo and brand colors.
Raven branding from your reports so you can add your own. (If
you don’t need to replace the Raven branding, you can move on to
the next part of this tutorial.)

Go to Reports > Brand Templates. Click the “Create a new
template” button. Here, you can upload your logo (high-quality,
horizontal images are best) or use plain text. You can also
customize your colors, add footer text and change settings for
how SERP Tracker results are displayed.

Finally, assign the template. You can assign it to a Website you’ve
created, a Profile or your entire account (global).




Now, save your template.
STEP 8      continued




Next, head to Reports > Wizard to create your report.                   Pro tips
 The first step is to add settings for your new report. In the Report   You can choose to have Raven
 Details section, give your report a name and choose a brand            automatically email reports of
 template, if you created one in the previous step. Check the           your Internet marketing activity
                                                                        in PDF format or with a trackable
“Schedule” box to create a scheduled report. Set the desired report
                                                                        download link.
 frequency and date range.
                                                                        As one of our customers noted,
                                                                        when you know which clients are
Next, check the box to have the report automatically emailed.
                                                                        not downloading your reports, you
Add a single email addresses or multiple addresses separated by         can figure out which clients need
commas. Choose whether to email the report as a PDF or as a             more attention.
trackable download link (see right for more details).
                                                                        To view details of the trackable
                                                                        download links:
Now it’s time to build your report. Click the “Next: Build your
                                                                          •	 Go to Reports > Report
report” button.
                                                                             Wizard.

                                                                          •	 Click on the “Show scheduled
Here is where you add the elements important to this report. On              history report history” for
the left under Report Options, you find links to the many tools              your Website link just above
in Raven. Click on the name of the tool you want to add and                  the module that lists your
customize the information in the module. You can add multiple                scheduled reports.
modules for the same tool and adjust each to report on multiple           •	 Click the “Detail” link next to
sets of data from that tool.                                                 a report.

                                                                        If any trackable download links
                                                                        have been clicked, you will see the
                                                                        date, user and IP address for each
                                                                        click.

                                                                        Otherwise, you’ll see a “No activity
                                                                        available for this report” message




Save and close, and your report is now set up and scheduled.

				
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