Praveen: Analytics SEO SEM Online Marketing

Google is the first search engine which added value to a link given on a website for assessing the worthiness of a web page. This was the key philosophy in developing its Page Rank algorithm. It was able to identify the interconnectivity through different links connecting millions of web-pages across Internet, thereby giving a value to every web page.

Most online businesses which operate online perform competitive intelligence analysis tracking competitor products, websites, traffic through various tools available both free & paid.

There are very few companies which analyze the link structure of competitor websites. In an offline scenario, a company is always aware of its competitor’s reach & various business links.

Competitive Link Analysis

This is actually a process of identifying various websites which link to your competitor’s website. Analyzing these websites based

A) Theme of Content containing the link

B) Freshness of links,

C) Frequency of new link addition,

D) Number of links from each domain

E) Network Structure of Links

Advantage of Link Analysis

A) Insight into Competitors’ Online Strategies

B) Complete picture of some sources of traffic of competitor’s sites, referral traffic.

C) Competitors Business Links, Business Partners, Online Alliances.

D) Get insight into competitors’ online promotional activities.

E) Find out why your competitor is ranking in Organic Search?

F) Identify new methods of Content Promotion, Link Building.

G) Find new forums, answers programs where your target audience is active.

H) Find sites which are mostly talking about your industry, business.

I) Include these links in Custom Search Engines, so that you perform niche search or filtered sample size to perform your search.

Tools Required for Link Analysis

Build software which can find backlinks of any website,

a. Retrieve content from webpages that contains the link. Like Title Tags, Meta, Headings etc.

b. Compare different Urls.

c. Group Urls based in Location, IP addresses, theme of content.

d. Get Page Rank of the Urls,

e. Categorize Urls based on Domain names, Org sites, education sites. Etc.

f. Categorize Urls Based on number of pages present on that domain, i.e group urls based on small sites, big sites.

g. Ability to split Urls to extract just domain names.

h. Filter domain names, unwanted Urls.

i. Given a Keyword or a Phrase, your software should be able to find maximum occurrences of this phrase on these set of links, as anchor, as content.

Read my further posts on link analysis …..

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Selling SEO is a bad business model, since any business must have strong fundamentals. Businesses should be able to define finite parameters that affect its revenue, expenditure and therefore profit. And a considerable amount of control is expected of these businesses on these parameters.

SEO is a field where parameters affecting the business model are more dynamic. Search Engine Optimization services offered by an agency to its clients has absolutely no control over Search Engine Algorithms, which ranks web pages in organic listings. Neither has it any full/part knowledge about its working.

Despite all this agencies across the world offer Search Engine Optimization services promising its clients higher ranking in Google search results, fully aware of the fact that Google itself cautions users on choosing SO services.

My idea about writing this post is about SEO Agencies how they can best sell services & operate ethically and businesses on whether or not choosing such a company if yes then how to do it?

SEO Agency India

SEO Agencies must act like any other Ad agency or a PR agency, they promise to work for your promote your brand online but do not take fully responsible for the result of the action/promotion.

Similarly SEO agency must follow the below important issues:

1) Make a review of the website initially and send it to the client.

2) Educate your clients about Search Engine Guidelines & process of SEO. They should be repetitive, if need to be emphasize on maintaining search engine friendly site.

3) Suggest/Work more on making the client content copies more appealing to the user.

4) Overlook every change made on the site to ensure high search engine crawl ability.

5) Evaluate the site on all commonly believed ranking factors

6) Any change you suggest on the site, educate the client first on why you are suggesting it.

7) Be transparent about your past clients, projects and method of working, such as explaining this activity would have high probability of generating this result.

Do not perform Link exchanges, use more Link baiting methods.

9) Communication is the key, keep informed about latest developments in your work.

10) Avoid spamming of all forms, Black Hat SEO and other unacceptable methods to boost rankings.

11) Avoid using software that queries Google, other search engines.

12) R&D and innovation is must need for every SEO company. They should have resources/manpower who constantly works on new methods & ways of promotion.

13) There are some SEO companies who have converted their SEO division into an assembly line production unit, every new SEO project is taken through same set of standard processes without any customization or knowledge input. All this in the name of ISO standardization. This is due to sheer lack of knowledge of Industry dynamics (environment). You must understand one size does not fit all.

SEO Client India

Every Company having a website & can convert its online visitors into sales/revenue must think about SEO services at some point or the other. Organic traffic is highly targeted and gives higher ROI than any other online source of traffic. More over Organic traffic adds branding value to the company, for ranking top for branded terms, in addition to generating traffic.

Companies when choosing a SEO service provider must remember following things:

A) SEO results cannot be achieved overnight. It requires patience and hard work.

B) SEO can be done both in-house and outsourced to an agency.

C) In-house SEO will give you flexibility, Accountability and a person who understands your business and your company.

D) SEO agency may have the expertise but lack insight into your business, or may be unaware of your company processes. Also if you do not want your outsourced partner to make direct changes to your website, then co-ordination between your Tech departments is a key issue.

E) Get details of past work, previous clients.

F) Know about their mode of work or standard processes. Get to know if they use any SEO software

G) This is a single test for choosing SEO agency; find out how much of R&D, knowledge work, innovation or Human involvement is present in forming SEO strategies for your project.

H) Make sure they do not perform any spammy activities to artificially boost your rankings.

I) They should be ready to educate you, whenever & whatever necessary about SEO and processes.

J) Be Open to new suggestions/ideas which your SEO consultant may suggest. For example Flashy design, extensive facelift for the site may not convert into equivalent sales/revenue for the business. It may not make business sense to have a highly decorative website. Ordinary simple websites with great content can do a much better job of generating traffic, revenue, meeting ROI & brand value.

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