1. Rankings• One of the most important factors of SEO.

• Though Rankings alone not sole representative.

2. Backlinks• Monitoring Backlinks help in checking the progress of SEO.

• Backlinks are incoming links to a website or web page. • Backbone of SEO

• One must ensure positive velocity increase in the number of Backlinks

3. Average Time on Site:• Helps the owner know that whether he is on the right track or not.

4. Bounce Rate• Recorded as a user reaches a site and leaves without navigating

• Tells a lot about a specific page and content

• Tells how users interact with that content. 5. Conversions:• Conversions are the bottom-line .

•Highlights the layers to explore.

• Try to account for each of the pyramid’s layer

• It will ensure the campaign has went off well.

• Advertising with Google for web presence is useless.

• Never accepts money to include sites in their search results

• Costs nothing to appear in organic search results.

• Provides Webmaster Tools that gives ways to optimize the website for organic search.

• Advises on selection of appropriate SEO firm.

• Suggests some questions to be asked to the firms.

Google advises the Internet Marketers to:

• Be wary of SEO firms and web consultants or agencies that send emails out of the blue.

• It stresses that no one can guarantee a #1 ranking on Google.

• Be careful if a company don't clearly specify what they intend to do.

• Never have to link to an SEO.

• Choose wisely.

• Be sure to understand where the money goes.

• Owning shadow domains

• Putting links to their other clients on doorway pages

• Offering to sell keywords in the address bar

• Not distinguishing b/w actual search results and ads.

• Guaranteeing ranking, but only on obscure, long keyword phrases

• Getting traffic from "fake" search engines, spyware, or scumware

1. Time:• Hire a full time marketing individual or company: a) Give ample amount of time

b) Increase the campaign costs

• Use someone who is already part of the staff: a) Trade-Off b/w costs and experience

• Website owner tries to do all the work himself: a) Could lead to sidetracking of company’s vision

Hence a dilemma of time, cost and direction trade off is prevalent.

2. Finances

a) Model One- Billable hours

• Popular consultant model

• Value of a consultant’s work is consistent at all times or on an average basis

• Some flaws in the model:

i) Rates based largely on reputation, not ability.

ii) Everyone has strong, medium and weak hours in their labour, not consistent

iii) Projects are susceptible to the unexpected.

b) Model Two – Pay Per Project• Outlines the goal, scope and outcomes of a project.

• Sets a flat fee for the effort.

• Too high price gives freedom of leaving some features

• Lower price gives them freedom to pocket savings.

c) Model Three- Pay For Results• Consultant paid based on the performance of the outcomes of the

work.

3. Human Resources

• Continuous updating of the web pages is required.

• Different type of professional writers hired to write content for their sites .

• Content writers, SEO writers, web developers are quite common.

• Trade off involved between time, man hours and finances

4. Tools• SEO tools available to increase the rankings.

• Also available to track the website’s success.

• Can help figure out what keywords are the most popular.

• Also show which searches people use to end up at the relevant page.

THANKYOU