seo: rules of engagement and metrics - morcon 2012

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