Embed Size (px)
DESCRIPTION
Citation preview
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
