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Global Search StrategyTracking Your Global SEO Performance –Tools and Tips to Help you Succeed!Pubcon, Las Vegas November ...
About Prashant Puri.Currently• Co-Founder & Advisor AdLift.comPreviously• Head, Global SEO/SEM at Shopping.com (eBay Compa...
What’s the one metric that’s common        across all geographies?        $£€¥₨₲₡          Revenue!
The only way we can make MORE money is if we track it –correctly!•Track Performance• Measure Important KPIs
The SEO Process .           On Page Optimization              Off Page Optimization                            Keyword Ana...
The SEO Process – Keyword Analysis .           On Page Optimization              Off Page Optimization                    ...
Keyword Analysis: Tracking Performance           • > 50K                                   • Brand terms            Search...
Keyword Analysis: Tracking Performance (Cont..)                     Project 1: Head                          Terms        ...
The SEO Process: Competitive Analysis .           On Page Optimization              Off Page Optimization                 ...
Competitive Analysis: Tools• Compete – www.compete.com• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/• Ya...
Competitive Analysis: Segmentation                 Source: Conductor Resources - http://bit.ly/btHBzm
The SEO Process – Site Analysis .            On Page Optimization              Off Page Optimization                      ...
Site Analysis/Tracking: Tools• Google Webmaster Tool has come a long way. You can now –    • Monitor internal links    • M...
Search Query Analysis                Great for creating keyword segments
What Are We Measuring ?                          • Keywords          Keyword         • Landing Pages                      ...
Track Changes in Keywords and Landing Pages                        • Keywords           Keyword      • Landing Pages
Track Completive Domain and Page Authorities                          • Page & Domain Authorities         Competitive     ...
Leverage Measure Interlinks, External Links                          • Internal Links              Site        • External ...
Questions?Prashant PuriCo-Founder, AdLift.comprashant@adlift.com@puriprashantADLIFT CONFIDENTIAL                   19
Acquire                         Amplify                          GainPrashant PuriCo-Founder, AdLift.comprashant@adlift.co...
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Global Search Strategy

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Transcript of "Global Search Strategy"

  1. 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. 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. 3. What’s the one metric that’s common across all geographies? $£€¥₨₲₡ Revenue!
  4. 4. The only way we can make MORE money is if we track it –correctly!•Track Performance• Measure Important KPIs
  5. 5. The SEO Process . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  6. 6. The SEO Process – Keyword Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  7. 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. 8. Keyword Analysis: Tracking Performance (Cont..) Project 1: Head Terms Project 2: Tail Terms Source: Adlift.com Resources - http://bit.ly/bfcIm5
  9. 9. The SEO Process: Competitive Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  10. 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. 11. Competitive Analysis: Segmentation Source: Conductor Resources - http://bit.ly/btHBzm
  12. 12. The SEO Process – Site Analysis . On Page Optimization Off Page Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  13. 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. 14. Search Query Analysis Great for creating keyword segments
  15. 15. What Are We Measuring ? • Keywords Keyword • Landing Pages • Page & Domain Authorities Competitive • Keyword level tracking • Internal Links Site • External Links • Crawl Stats
  16. 16. Track Changes in Keywords and Landing Pages • Keywords Keyword • Landing Pages
  17. 17. Track Completive Domain and Page Authorities • Page & Domain Authorities Competitive • Keyword level tracking Source: SEOMoz - http://bit.ly/bEPhsD
  18. 18. Leverage Measure Interlinks, External Links • Internal Links Site • External Links • Crawl Stats
  19. 19. Questions?Prashant PuriCo-Founder, AdLift.comprashant@adlift.com@puriprashantADLIFT CONFIDENTIAL 19
  20. 20. Acquire Amplify GainPrashant PuriCo-Founder, AdLift.comprashant@adlift.com213 446 9435ADLIFT CONFIDENTIAL 20
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