The document discusses global SEO performance tracking. It recommends tracking key performance indicators (KPIs) like keywords, landing pages, competitive domain and page authorities, internal and external links, and crawl stats. The presentation provides tips on keyword analysis including segmentation of head, body, and tail keywords. It also suggests tools for competitive analysis, site analysis, and tracking changes in keywords, landing pages, authorities, links, and crawl stats. The overall message is that tracking the right metrics across all geographies is essential to measure performance and make more money.

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

19. Questions?
Prashant Puri
Co-Founder, AdLift.com
prashant@adlift.com
@puriprashant
ADLIFT CONFIDENTIAL 19

20. Acquire
Amplify
Gain
Prashant Puri
Co-Founder, AdLift.com
prashant@adlift.com
213 446 9435
ADLIFT CONFIDENTIAL 20