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SEO: Rules of Engagement and Metrics               Francis Gary VirayMastering Online Ranking Conference (MORCON) 2012
SEO: Rules ofEngagement andMetrics
Practices followed or behaviordisplayed by the participants.
Know that there’s no silver bullet to SEO.
Adhere to SEO best practices.
Black Hat techniques?Bl k H t t h i       ?Leave that to your own sites.
Be updated   updated.(What works beforeMIGHT not work now!)                   )
Do tests beforeimplementing it toyour 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.
GoogleWebmasterTools.
Past SEO activities         activities.
This client claims they are not satisfied with their previous SEO   ti fi d ith th i       i    SEOprovider, etc.  I think...
Clients are clever. They can use data too.         Learn to spot the variation.
Do an initialsite audit.
Use SEO Tools.OSE, MajesticSEO, Ahrefs, Raven.
Believe the Dataand not claims.
Ask the Objectives/Goals.
Phone Calls.  Micro/Macro. Bounce Rate.Contact Forms.   Downloads.Organic Traffic        Traffic.
Set a Benchmark.
Set the KPIs/Metrics via Analytics.
Breakdown SEO Campaigns into granular level.
Monitoring sheets            sheets.Reporting Frequency      Blog outreach.  Editorial Calendar.   Business Listings.     ...
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% increase… The client wanted 100% increaseI 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: Avi...
Content Efficiency Analysis Report                            http://goo.gl/0XqJY                                         ...
Visitor Acquisition Efficiency Analysis    http://goo.gl/izhMI                                          Idea credit: Avina...
Visitor Acquisition Efficiency Analysis   http://goo.gl/izhMI
SEO Report Card    http://goo.gl/PBsqt                  Idea credit: Himashu
SEO Report Card        http://goo.gl/PBsqtIdea 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          $5 461.75 + $1,672.97 = $ 7 134 72                               ...
True Value of SEO          2,          2 723 + 364 = 3 087                        3,087
Conversion Segments                      Idea credit: Himashu
Conversion Segments
Conversion Segments
Custom Channel Grouping
Let us talk: @garyshack               Visit us: www.searchoptmedia.comPhoto credits: Blackhawk Down Movie
SEO: Rules of Engagement and Metrics - MorCon 2012
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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. (http://www.searchoptmedia.com)

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Transcript of "SEO: Rules of Engagement and Metrics - MorCon 2012"

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