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)

1. SEO: Rules of Engagement and Metrics
Francis Gary Viray
Mastering Online Ranking Conference (MORCON) 2012

2. SEO: Rules of
Engagement and
Metrics

3. Practices followed or behavior
displayed 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 before
MIGHT not work now!)
)

8. Do tests before
implementing it to
your 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. Google
Webmaster
Tools.

17. Past SEO activities
activities.

18. This client claims they are not
satisfied with their previous SEO
ti fi d ith th i i SEO
provider, 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 initial
site audit.

21. Use SEO Tools.
OSE, MajesticSEO, Ahrefs, Raven.

22. Believe the Data
and not claims.

23. Ask the Objectives/Goals.

24. Phone Calls.
Micro/Macro.
Bounce Rate.
Contact Forms.
Downloads.
Organic Traffic
Traffic.

25. Set a Benchmark.

27. Set the KPIs/Metrics via Analytics.

28. Breakdown SEO Campaigns into granular level.

29. Monitoring sheets
sheets.
Reporting Frequency
Blog outreach.
Editorial Calendar.
Business Listings.
Blogposts.
Guest posts.

30. Quantify. Quantify. Quantify.
y y y

31. Search Opt Media Tool to work closely with developers
http://goo.gl/XDWDE

32. Determine Responsibility Centers.

33. Written Contracts. Honor them.

34. Set a Realistic Guarantee.

35. The client wanted 100% increase…
The client wanted 100% increase
I adjusted the target based on SEO
forecast we’ve gathered.

36. Seal Team.

37. SEO Metrics

38. Create Annotations
Create Annotations! To track milestones,
updates, misc.

39. Content Efficiency Analysis Report http://goo.gl/0XqJY
Idea credit: Avinash Kaushik
Based on Goals
Page Titles, Visitor Type, City

40. Content Efficiency Analysis Report http://goo.gl/0XqJY
Idea credit: Avinash Kaushik
Non‐paid search traffic
Use custom segments

41. Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI
Idea credit: Avinash Kaushik

42. Visitor Acquisition Efficiency Analysis http://goo.gl/izhMI

43. SEO Report Card http://goo.gl/PBsqt
Idea credit: Himashu

44. SEO Report Card http://goo.gl/PBsqt
Idea credit: Himashu

45. SEO Report Card – Long Tails http://goo.gl/PBsqt

46. SEO Report Card – Long Tails
http://goo.gl/vPV7k

47. SEO Report Card – AdSense

48. Keyword Phrase – Advance Segment

49. Keyword Phrase – Advance Segment

50. Keyword Phrase – Advance Segment http://goo.gl/PBsqt
^[^.s-]+([.s-]+[^.s-]+){1}$

51. Keyword Phrase – Advance Segment

52. True Value of SEO
$5, 461 75 $1 672 97
$5 461.75 + $1,672.97 = $ 7 134 72
7,134.72

53. True Value of SEO
2,
2 723 + 364 = 3 087
3,087

54. Conversion Segments
Idea credit: Himashu

55. Conversion Segments

56. Conversion Segments

57. Custom Channel Grouping

58. Let us talk: @garyshack
Visit us: www.searchoptmedia.com
Photo credits: Blackhawk Down Movie