Global Search Strategy

Global Search Strategy Tracking Your Global SEO Performance – Tools and Tips to Help you Succeed!

Pubcon, Las Vegas November 2011

Prashant PuriCo-Founder, AdLift.com@puriprashant

About Prashant Puri.

Currently• Co-Founder & Advisor AdLift.com

Previously

• Head, Global SEO/SEM at Shopping.com (eBay Company)

• Display & Search Monetization – Yahoo!

• Search Marketing – AT&T

What’s the one metric that’s common across all geographies?

$ £ € ¥ ₨ ₲ ₡

Revenue!

•Track Performance • Measure Important KPIs

The only way we can make MORE money is if we track it – correctly!

The SEO Process .

On Page Optimization Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

The SEO Process – Keyword Analysis .

On Page Optimization Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Keyword Analysis: Tracking Performance

•< 5K Searches/Month•> 4 keywords/phrase•Digital cameras under 100, best digital cameras under 200

• <50K & > 5K Searches/month

• > 2 Kws & < 4 Kws/phrase

• cheap digital cameras

• Brand terms• ebay, ebay.com

• > 50K Searches/Month

• < 2 Keywords/phrase• cameras, digital cameras

Head Brand

TailTorso

Keyword Analysis: Tracking Performance (Cont..)

Source: Adlift.com Resources - http://bit.ly/bfcIm5

Project 1: Head Terms

Project 2: Tail Terms

The SEO Process: Competitive Analysis .

On Page Optimization Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Competitive Analysis: Tools

• Compete – www.compete.com

• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/

• Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com – Going away Dec ‘10

• comScore – Source/Loss Report – comscore.com

• Quantcast – www.quantcast.com

• SearchLight by Conductor - http://www.conductor.com/searchlight

• Advanced Web Ranking Tool - http://www.advancedwebranking.com/

Competitive Analysis: Segmentation

Source: Conductor Resources - http://bit.ly/btHBzm

The SEO Process – Site Analysis .

On Page Optimization Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Site Analysis/Tracking: Tools

• Google Webmaster Tool has come a long way. You can now –

• Monitor internal links

• Monitor external links

• Evaluate site performance

• Project traffic/revenue based on search query analysis

• Track duplicate Title/Meta Tags

• Track crawl errors

• Submit sitemaps

Search Query Analysis

Great for creating keyword segments

What Are We Measuring ?

• Keywords• Landing Pages

Keyword

• Page & Domain Authorities• Keyword level tracking

Competitive

•Internal Links•External Links•Crawl StatsSite

Track Changes in Keywords and Landing Pages

• Keywords• Landing Pages Keyword

Track Completive Domain and Page Authorities

• Page & Domain Authorities• Keyword level trackingCompetitive

Source: SEOMoz - http://bit.ly/bEPhsD

Leverage Measure Interlinks, External Links

• Internal Links• External Links• Crawl Stats

Site

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Questions?

Prashant PuriCo-Founder, AdLift.comprashant@adlift.com@puriprashant

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Prashant PuriCo-Founder, AdLift.comprashant@adlift.com213 446 9435