SEO: Rules of Engagement and Metrics - MorCon 2012

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SEO: Rules of Engagement and Metrics during the Mastering Online Ranking Conference (MORCON) 2012 held last September 29-30, 2012 presented by Francis Gary Viray, Founder of Search Opt Media Inc. …

SEO: Rules of Engagement and Metrics during the Mastering Online Ranking Conference (MORCON) 2012 held last September 29-30, 2012 presented by Francis Gary Viray, Founder of Search Opt Media Inc. (http://www.searchoptmedia.com)

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  • 1. SEO: Rules of Engagement and Metrics Francis Gary VirayMastering Online Ranking Conference (MORCON) 2012
  • 2. SEO: Rules ofEngagement andMetrics
  • 3. Practices followed or behaviordisplayed by the participants.
  • 4. Know that there’s no silver bullet to SEO.
  • 5. Adhere to SEO best practices.
  • 6. Black Hat techniques?Bl k H t t h i ?Leave that to your own sites.
  • 7. Be updated updated.(What works beforeMIGHT not work now!) )
  • 8. Do tests beforeimplementing it toyour clients.
  • 9. Strategies ?We have lots of that.
  • 10. Never promise rank one.
  • 11. Is he for real? 
  • 12. Aja!
  • 13. Ensure Goals/KPIs are met.
  • 14. Gather Historical Data.
  • 15. Ask for Analytics Data.
  • 16. GoogleWebmasterTools.
  • 17. Past SEO activities activities.
  • 18. This client claims they are not satisfied with their previous SEO  ti fi d ith th i i SEOprovider, etc.  I think there is a bigger problem!
  • 19. Clients are clever. They can use data too.  Learn to spot the variation.
  • 20. Do an initialsite audit.
  • 21. Use SEO Tools.OSE, MajesticSEO, Ahrefs, Raven.
  • 22. Believe the Dataand not claims.
  • 23. Ask the Objectives/Goals.
  • 24. Phone Calls. Micro/Macro. Bounce Rate.Contact Forms. Downloads.Organic Traffic Traffic.
  • 25. Set a Benchmark.
  • 26. Set the KPIs/Metrics via Analytics.
  • 27. Breakdown SEO Campaigns into granular level.
  • 28. Monitoring sheets sheets.Reporting Frequency Blog outreach. Editorial Calendar. Business Listings. Blogposts. Guest posts.
  • 29. Quantify. Quantify. Quantify. y y y
  • 30. Search Opt Media Tool to work closely with developers http://goo.gl/XDWDE
  • 31. Determine Responsibility Centers.
  • 32. Written Contracts. Honor them.
  • 33. Set a Realistic Guarantee.
  • 34. The client wanted 100% increase… The client wanted 100% increaseI adjusted the target based on SEO forecast we’ve gathered. 
  • 35. Seal Team.
  • 36. SEO Metrics
  • 37. Create Annotations Create Annotations! To track milestones,  updates, misc.
  • 38. Content Efficiency Analysis Report http://goo.gl/0XqJY Idea credit: Avinash Kaushik Based on Goals Page Titles, Visitor Type, City 
  • 39. Content Efficiency Analysis Report http://goo.gl/0XqJY Idea credit: Avinash Kaushik Non‐paid search traffic Use custom segments
  • 40. Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI Idea credit: Avinash Kaushik
  • 41. Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI
  • 42. SEO Report Card http://goo.gl/PBsqt Idea credit: Himashu
  • 43. SEO Report Card http://goo.gl/PBsqtIdea credit: Himashu
  • 44. SEO Report Card – Long Tails http://goo.gl/PBsqt
  • 45. SEO Report Card – Long Tails http://goo.gl/vPV7k
  • 46. SEO Report Card – AdSense
  • 47. Keyword Phrase – Advance Segment
  • 48. Keyword Phrase – Advance Segment
  • 49. Keyword Phrase – Advance Segment http://goo.gl/PBsqt ^[^.s-]+([.s-]+[^.s-]+){1}$
  • 50. Keyword Phrase – Advance Segment
  • 51. True Value of SEO $5, 461 75 $1 672 97 $5 461.75 + $1,672.97 = $ 7 134 72 7,134.72
  • 52. True Value of SEO 2, 2 723 + 364 = 3 087 3,087
  • 53. Conversion Segments Idea credit: Himashu
  • 54. Conversion Segments
  • 55. Conversion Segments
  • 56. Custom Channel Grouping
  • 57. Let us talk: @garyshack Visit us: www.searchoptmedia.comPhoto credits: Blackhawk Down Movie