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Global Search Strategy
Tracking Your Global SEO Performance –
Tools and Tips to Help you Succeed!


Pubcon, Las Vegas November 2011

Prashant Puri
Co-Founder, AdLift.com
@puriprashant
About Prashant Puri.

Currently
• Co-Founder & Advisor AdLift.com

Previously

• Head, Global SEO/SEM at Shopping.com (eBay Company)

• Display & Search Monetization – Yahoo!

• Search Marketing – AT&T
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 Analysis



                          Competitive Analysis


                              Site Analysis


                         Development/Execution


                                  Tracking
The SEO Process – Keyword Analysis .

           On Page Optimization              Off Page Optimization


                            Keyword Analysis



                          Competitive Analysis


                              Site Analysis


                         Development/Execution


                                  Tracking
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
Keyword Analysis: Tracking Performance (Cont..)




                     Project 1: Head
                          Terms




                                            Project 2: Tail
                                                Terms




                       Source: Adlift.com Resources - http://bit.ly/bfcIm5
The SEO Process: Competitive Analysis .

           On Page Optimization              Off Page Optimization


                            Keyword Analysis



                          Competitive Analysis


                              Site Analysis


                         Development/Execution


                                  Tracking
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/
Competitive Analysis: Segmentation




                 Source: Conductor Resources - http://bit.ly/btHBzm
The SEO Process – Site Analysis .

            On Page Optimization              Off Page Optimization


                             Keyword Analysis



                           Competitive Analysis


                               Site Analysis


                          Development/Execution


                                   Tracking
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
Search Query Analysis




                Great for creating keyword segments
What Are We Measuring ?



                          • Keywords
          Keyword         • Landing Pages



                      • Page & Domain Authorities
        Competitive   • Keyword level tracking



                      • Internal Links
             Site     • External Links
                      • Crawl Stats
Track Changes in Keywords and Landing Pages



                        • Keywords
           Keyword      • Landing Pages
Track Completive Domain and Page Authorities



                          • Page & Domain Authorities
         Competitive      • Keyword level tracking




                   Source: SEOMoz - http://bit.ly/bEPhsD
Leverage Measure Interlinks, External Links




                          • Internal Links
              Site        • External Links
                          • Crawl Stats
Questions?


Prashant Puri
Co-Founder, AdLift.com
prashant@adlift.com
@puriprashant


ADLIFT CONFIDENTIAL                   19
Acquire
                         Amplify
                          Gain

Prashant Puri
Co-Founder, AdLift.com
prashant@adlift.com
213 446 9435

ADLIFT CONFIDENTIAL                20

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Global Search Strategy

  • 1. Global Search Strategy Tracking Your Global SEO Performance – Tools and Tips to Help you Succeed! Pubcon, Las Vegas November 2011 Prashant Puri Co-Founder, AdLift.com @puriprashant
  • 2. About Prashant Puri. Currently • Co-Founder & Advisor AdLift.com Previously • 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
  • 20. Acquire Amplify Gain Prashant Puri Co-Founder, AdLift.com prashant@adlift.com 213 446 9435 ADLIFT CONFIDENTIAL 20