<ul><li>1. Rankings </li></ul><ul><li>One of the most important factors of SEO. </li></ul><ul><li>Though Rankings alone no...
<ul><li>3. Average Time on Site: </li></ul><ul><li>Helps the owner know  that whether he is on the right track or not. </l...
<ul><li>Highlights the layers to explore. </li></ul><ul><li>Try to account for each of the pyramid’s layer </li></ul><ul><...
<ul><li>Advertising with Google for web presence is useless. </li></ul><ul><li>Never accepts money to include  sites in th...
<ul><li>Google advises the Internet Marketers to: </li></ul><ul><li>Be wary of SEO firms and web consultants or agencies t...
<ul><li>Owning shadow domains </li></ul><ul><li>Putting links to their other clients on doorway pages </li></ul><ul><li>Of...
<ul><li>1. Time: </li></ul><ul><li>Hire a full time marketing individual or company: </li></ul><ul><li>a) Give ample amoun...
<ul><li>2. Finances </li></ul><ul><li>Model One- Billable hours </li></ul><ul><li>Popular consultant model </li></ul><ul><...
<ul><li>b)  Model Two – Pay Per Project </li></ul><ul><li>Outlines the goal, scope and outcomes of a project. </li></ul><u...
<ul><li>3. Human Resources </li></ul><ul><li>Continuous updating of the web pages is required. </li></ul><ul><li>Different...
<ul><li>4. Tools </li></ul><ul><li>SEO tools available to increase the rankings. </li></ul><ul><li>Also available to  trac...
<ul><li>THANKYOU </li></ul>
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SEO- How to measure its effectiveness, What Google Says and Resources required to start SEO

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This presentation is an exhaustive description of SEO Process. It initially deals with the parameters which are relevant for measuring the effectiveness of SEO. This includes conditions like rankings, backlinks, bounce rate etc.
Further the presentation highlights Google’s views on SEO. This is an interesting part as it deals with how Google itself advises marketers to look out for SEO. Google also cautions marketers with the illegal practices related to SEO.
Finally the presentation talks about the resources and initiatives required to start with SEO, be it time, finance, tools etc.

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SEO- How to measure its effectiveness, What Google Says and Resources required to start SEO

  1. 2. <ul><li>1. Rankings </li></ul><ul><li>One of the most important factors of SEO. </li></ul><ul><li>Though Rankings alone not sole representative. </li></ul><ul><li>2. Backlinks </li></ul><ul><li>Monitoring Backlinks help in checking the progress of SEO. </li></ul><ul><li>Backlinks are incoming links to a website or web page. </li></ul><ul><li>Backbone of SEO </li></ul><ul><li>One must ensure positive velocity increase in the number of Backlinks </li></ul>
  2. 3. <ul><li>3. Average Time on Site: </li></ul><ul><li>Helps the owner know that whether he is on the right track or not. </li></ul><ul><li>4. Bounce Rate </li></ul><ul><li>Recorded as a user reaches a site and leaves without navigating </li></ul><ul><li>Tells a lot about a specific page and content </li></ul><ul><li>Tells how users interact with that content. </li></ul><ul><li>5. Conversions: </li></ul><ul><li>Conversions are the bottom-line . </li></ul>
  3. 4. <ul><li>Highlights the layers to explore. </li></ul><ul><li>Try to account for each of the pyramid’s layer </li></ul><ul><li>It will ensure the campaign has went off well. </li></ul>
  4. 5. <ul><li>Advertising with Google for web presence is useless. </li></ul><ul><li>Never accepts money to include sites in their search results </li></ul><ul><li>Costs nothing to appear in organic search results. </li></ul><ul><li>Provides Webmaster Tools that gives ways to optimize the website for organic search. </li></ul><ul><li>Advises on selection of appropriate SEO firm. </li></ul><ul><li>Suggests some questions to be asked to the firms. </li></ul>
  5. 6. <ul><li>Google advises the Internet Marketers to: </li></ul><ul><li>Be wary of SEO firms and web consultants or agencies that send emails out of the blue. </li></ul><ul><li>It stresses that no one can guarantee a #1 ranking on Google. </li></ul><ul><li>Be careful if a company don't clearly specify what they intend to do. </li></ul><ul><li>Never have to link to an SEO. </li></ul><ul><li>Choose wisely. </li></ul><ul><li>Be sure to understand where the money goes. </li></ul>
  6. 7. <ul><li>Owning shadow domains </li></ul><ul><li>Putting links to their other clients on doorway pages </li></ul><ul><li>Offering to sell keywords in the address bar </li></ul><ul><li>Not distinguishing b/w actual search results and ads. </li></ul><ul><li>Guaranteeing ranking, but only on obscure, long keyword phrases </li></ul><ul><li>Getting traffic from &quot;fake&quot; search engines, spyware, or scumware </li></ul>
  7. 8. <ul><li>1. Time: </li></ul><ul><li>Hire a full time marketing individual or company: </li></ul><ul><li>a) Give ample amount of time </li></ul><ul><li>b) Increase the campaign costs </li></ul><ul><li>Use someone who is already part of the staff: </li></ul><ul><li>a) Trade-Off b/w costs and experience </li></ul><ul><li>Website owner tries to do all the work himself: </li></ul><ul><li>a) Could lead to sidetracking of company’s vision </li></ul><ul><li>Hence a dilemma of time, cost and direction trade off is prevalent. </li></ul>
  8. 9. <ul><li>2. Finances </li></ul><ul><li>Model One- Billable hours </li></ul><ul><li>Popular consultant model </li></ul><ul><li>Value of a consultant’s work is consistent at all times or on an average basis </li></ul><ul><li>Some flaws in the model: </li></ul><ul><li>i) Rates based largely on reputation, not ability. </li></ul><ul><li>ii) Everyone has strong, medium and weak hours in their labour, not consistent </li></ul><ul><li>iii) Projects are susceptible to the unexpected. </li></ul>
  9. 10. <ul><li>b) Model Two – Pay Per Project </li></ul><ul><li>Outlines the goal, scope and outcomes of a project. </li></ul><ul><li>Sets a flat fee for the effort. </li></ul><ul><li>Too high price gives freedom of leaving some features </li></ul><ul><li>Lower price gives them freedom to pocket savings. </li></ul><ul><li>c) Model Three- Pay For Results </li></ul><ul><li>Consultant paid based on the performance of the outcomes of the work. </li></ul>
  10. 11. <ul><li>3. Human Resources </li></ul><ul><li>Continuous updating of the web pages is required. </li></ul><ul><li>Different type of professional writers hired to write content for their sites . </li></ul><ul><li>Content writers, SEO writers, web developers are quite common. </li></ul><ul><li>Trade off involved between time, man hours and finances </li></ul>
  11. 12. <ul><li>4. Tools </li></ul><ul><li>SEO tools available to increase the rankings. </li></ul><ul><li>Also available to track the website’s success. </li></ul><ul><li>Can help figure out what keywords are the most popular. </li></ul><ul><li>Also show which searches people use to end up at the relevant page. </li></ul>
  12. 13. <ul><li>THANKYOU </li></ul>
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