SEO: Rules of Engagement and MetricsSEO: Rules of Engagement and Metrics
Francis Gary Viray
Mastering Online Ranking Conference (MORCON) 2012
SEO: Rules of Engagement and Metrics
Practices followed or behavior displayed by the participants.
Know that there’s no silver bullet to SEO.
Adhere to SEO best practices.
Bl k H t t h i ? Black Hat techniques? Leave that to your own sites.
Be updatedBe updated.(What works before MIGHT not work now!) )
Do tests before Do tests before implementing it to your clients.your clients.
Strategies ? We have lots of that.
Never promise rank one.
Is he for real?
Aja!
Ensure Goals/KPIs are met.
Gather Historical Data.
Ask for Analytics Data.
Google Webmaster Webmaster Tools.
Past SEO activitiesPast SEO activities.
This client claims they are not ti fi d ith th i i SEOsatisfied with their previous SEO
provider, etc.
I think there is a bigger problem!
Clients are clever. They can use data too.
Learn to spot the variation.
Do an initial site audit.
Use SEO Tools.
OSE, MajesticSEO, Ahrefs, Raven.
Believe the Data and not claims.
Ask the Objectives/Goals.
Micro/Macro.
Phone Calls.
Contact Forms.
Bounce Rate.
Organic TrafficDownloads.
Organic Traffic.
Set a Benchmark.
Set the KPIs/Metrics via Analytics.
Breakdown SEO Campaigns into granular level.
Monitoring sheets
Blog outreach.
Reporting Frequency
Monitoring sheets.
Business Listings.
Editorial Calendar.
Blog outreach.
Guest posts.
Blogposts.
Business Listings.
Guest posts.
Quantify. Quantify. Quantify.y y y
Search Opt Media Tool to work closely with developers
http://goo.gl/XDWDE
Determine Responsibility Centers.
Written Contracts. Honor them.
Set a Realistic Guarantee.
The client wanted 100% increaseThe client wanted 100% increase…
I adjusted the target based on SEO forecast we’ve gathered.
Seal Team.
SEO Metrics
Create Annotations
Create Annotations! To track milestones, updates, misc.
Content Efficiency Analysis Report http://goo.gl/0XqJY
Idea credit: Avinash Kaushik
Page Titles, Visitor Type, City Based on Goals
Content Efficiency Analysis Report http://goo.gl/0XqJY
Idea credit: Avinash Kaushik
Use custom segmentsNon‐paid search traffic
Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI
Idea credit: Avinash Kaushik
Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI
SEO Report Card http://goo.gl/PBsqt
Idea credit: Himashu
SEO Report Card http://goo.gl/PBsqt
Idea credit: Himashu
SEO Report Card – Long Tails http://goo.gl/PBsqt
SEO Report Card – Long Tails
http://goo.gl/vPV7k
SEO Report Card – AdSense
Keyword Phrase – Advance Segment
Keyword Phrase – Advance Segment
Keyword Phrase – Advance Segment http://goo.gl/PBsqt
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){1}$
Keyword Phrase – Advance Segment
True Value of SEO$5 461 75 + $1 672 97 = $ 7 134 72$5, 461.75 + $1,672.97 = $ 7,134.72
True Value of SEO2 723 + 364 = 3 0872, 723 + 364 = 3,087
Conversion Segments
Idea credit: Himashu
Conversion Segments
Conversion Segments
Custom Channel Grouping
Let us talk: @garyshack
Visit us: www.searchoptmedia.com
Photo credits: Blackhawk Down Movie