Shannon Skinner's Posts

Quick Tips to Format Data to Make your Data Sets Flexible

If you want to analyze or manipulate data, you have to save it in a format that you can easily retrieve. So I want to go over a few best practices for saving data so that it can effectively be used in the future.

Don’t include multiple pieces of data in the same cell.

There are many reasons you might do this, like having multiple keywords that are relevant to a particular page. But it will make the data super difficult to sort, compare and understand in any other way besides by a human.

Do create a new sheet or table (if you’re talking Access) for each type of data.

When dealing with data where multiple data fields have more than one relationship to another field (ie: each URL and each Keyword have multiple relationships to the other), the ideal way to save this information is actually in three different tables—one for each field, and another to define relationships.

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How to Bake SEO into the Marketing Cake: Integration as a Recipe for Excellence

Last year the SEO community talked about the importance of integrating SEO with marketing. Particularly enlightening was Search Engine Watch’s “The New SEO,“ which discussed the importance of integration, particularly with PR and social. Working with clients, I have seen that the integration of channels is absolutely critical to excellence in marketing, and to achieving the goals of most businesses—getting more traffic, conversions and revenue. I think this is an often neglected area in SEO: we talk about lots of technical things, and those are important and exciting, but it’s crucial that we are also able to do work that is actually impactful, both for our own sense of accomplishment and for the success of our company. SEO needs to be nestled into the entire organization’s operations for it to provide the most impact.

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When VLOOKUP Isn’t Enough: 3 Indications Microsoft Access Might Be Useful

A few years ago, Ben wrote a great post about how wonderful Access is for SEO and why you should use it. I want to build on his post to explain how you might go about using Access, if he convinced you, and provide a few easy indications of when Access might be a useful tool, even if you haven’t read his post. I’ll take a few posts to explain things in a level of detail that might actually be understandable to someone who is starting out with essentially no knowledge of databases or Access, and then build up to create some relatively helpful queries for common issues.

The goal is to open your eyes to some of Access’ power, as apparently I’ve become a bit of an Access evangelist. Pretty much everywhere I’ve worked, I’ve seen a use for the program. There are usually a few “flags” that I start hearing and just think “Access. Yup. Access. Oh, definitely Access!” So for this first post, I’d just like to explain and elaborate on those in a pretty general sense.

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SearchLove Boston 2013 – Day Two

Front desk

Welcome back to SearchLove Boston! After some beer pong competition, we’re back and getting some input from folks inside AND out of SEO, talking about how to really get hands dirty and get things done, starting with very pragmatic explanation of getting your team to work better together and organize to make an impact. Today, we’ve got some take-home bullet points from the presentations for those of you who weren’t able to be there in person, or if you just want to review, as well as links to the SlideShare decks for more details.

Mackenzie Fogelson - Think Differently

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