Global Search Strategy

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  • 1. Global Search StrategyTracking Your Global SEO Performance –Tools and Tips to Help you Succeed!Pubcon, Las Vegas November 2011Prashant PuriCo-Founder, AdLift.com@puriprashant
  • 2. About Prashant Puri.Currently• Co-Founder & Advisor AdLift.comPreviously• Head, Global SEO/SEM at Shopping.com (eBay Company)• Display & Search Monetization – Yahoo!• Search Marketing – AT&T
  • 3. What’s the one metric that’s common across all geographies? $£€¥₨₲₡ Revenue!
  • 4. The only way we can make MORE money is if we track it –correctly!•Track Performance• Measure Important KPIs
  • 5. The SEO Process . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  • 6. The SEO Process – Keyword Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  • 7. Keyword Analysis: Tracking Performance • > 50K • Brand terms Searches/Month • ebay, ebay.com • < 2 Keywords/phrase • cameras, digital cameras Head Brand Torso Tail • <50K & > 5K •< 5K Searches/Month Searches/month •> 4 keywords/phrase • > 2 Kws & < 4 •Digital cameras under Kws/phrase 100, best digital • cheap digital cameras cameras under 200
  • 8. Keyword Analysis: Tracking Performance (Cont..) Project 1: Head Terms Project 2: Tail Terms Source: Adlift.com Resources - http://bit.ly/bfcIm5
  • 9. The SEO Process: Competitive Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  • 10. 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/
  • 11. Competitive Analysis: Segmentation Source: Conductor Resources - http://bit.ly/btHBzm
  • 12. The SEO Process – Site Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  • 13. 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
  • 14. Search Query Analysis Great for creating keyword segments
  • 15. What Are We Measuring ? • Keywords Keyword • Landing Pages • Page & Domain Authorities Competitive • Keyword level tracking • Internal Links Site • External Links • Crawl Stats
  • 16. Track Changes in Keywords and Landing Pages • Keywords Keyword • Landing Pages
  • 17. Track Completive Domain and Page Authorities • Page & Domain Authorities Competitive • Keyword level tracking Source: SEOMoz - http://bit.ly/bEPhsD
  • 18. Leverage Measure Interlinks, External Links • Internal Links Site • External Links • Crawl Stats
  • 19. Questions?Prashant PuriCo-Founder, AdLift.comprashant@adlift.com@puriprashantADLIFT CONFIDENTIAL 19
  • 20. Acquire Amplify GainPrashant PuriCo-Founder, AdLift.comprashant@adlift.com213 446 9435ADLIFT CONFIDENTIAL 20