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Classical optimization problem - this production accounting system efficiency SEO. The problem many webmasters - how to define how well optimized site, either as track changes from the work on the site over time. The problem of most customer service SEO - What can we expect from optimization, and how to assess the quality of work or hired a specialist firm. And also on the basis of what data can be distributed between the budget search optimization and contextual advertising.
There is a simple and clear method of evaluating the performance optimization - for market share and its change.
Let's start with definitions.
1.The task of search engine optimization - clear visibility site search engine queries on the profile.
2. Visibility site is estimated as the ratio of share impressions, which provide links to the site, trapped in Tor10 search results, to the sum of all impressions of search results for queries profile. This figure is called "market share".
Now the details on each item.
The task of search engine optimization Sear with h engine optimization (SEO) - literally, optimization of the site for search engines. But often the situation where the customer requires Optimizer:
     * Increase in attendance - that is provided, in addition to optimization, and nekontekstnoy contextual advertising, newsletters, "viral" marketing, press releases and even a number of other ways;
     * Increase in sales - that depends, in addition to optimization, from a number of factors that can affect not Optimizer, and the increase in sales - to verify.
Of course, remarkably, when the company-promoter of a marketing deal with the whole range of challenges facing Internet company of the customer. But, searching a company, it must be understood that will have to disclose all data on their sales, to invest in a complete refurbishment of the site, and then pay a fixed amount, a percentage of income that may be very much more expensive than a "steep" price for regular services optimization - without safeguards.
Therefore, for 99% of firms work on the effectiveness of SEO much more convenient to assess the technical performance. The best objective measure, which directly correlates with attendance, and sales - is the site visibility in search engines.
Visibility site and its evaluation
Visibility otherwise are called "findable", "estimate positions", "provision site in search engines." What is the meaning of this index and how it is measured?
It is very easy to explain example. Assume the site link N is for "Internet advertising" among the first ten search results Yandex. What does this tell? About that, when any user enters a query "Internet advertising" a reference to N GARANTIROVANNO will be shown.
The second question - how often this link will be shown? Clearly, it shows that the number of frequency equal to the request. In our case, the frequency of inquiry "Internet advertising" is equal to 400 hits users per month in Yandex.
So, providing the means search engine optimization of the references in Tor10 Yandex for "Internet advertising", we have the result that the invitation to visit the site move will be seen by Yandex approximately 400 times per month. In fact, we have the full analogy with the display content (search) advertising, ordered on the phrase "Online advertising".
You might try to assess the result of money. The best, most expensive advertising space Yandex - Spetsrazmeschenie on the search - where advertising information virtually mimics the search results, costs $ 100 per thousand impressions. Banner or text block in the middle of search results - $ 40. Buying contextual advertising also ensures that the link will be displayed in a case where a user will ask the appropriate search query.
Thus, our reference in Tor10 Yandex can be assessed, including VAT, at 0.4 * 100 * 1.18 = $ 47.2 per month for maximum, or 0.4 * 40 * 1.18 = $ 18.88 , At a minimum.
Go ahead. Suppose we have made that the reference to move the site was still in Tor10 Yandex and on-demand "Internet marketing", whose frequency is about 700 hits per month. "Financial" rating result optimization already jumped to $ 52-130 per month, but whether this query that we are interested? .. Analyzing the third request, fourth ... and so on.
As we can see, evaluation of positions is meaningless without evaluating requests. Optimization of a site is measured not in the positions, but impressions, which provided achieved positions. But people interested in something more, something less. Accordingly, the frequency of requests for different themes and, consequently, the number of impressions that can be achieved by SEO, for different topics would be quite different. Therefore, the number of impressions as absolute figure is unacceptable. Much more convenient to use relative value.
Let's call the amount of frequency of requests in which people seek information on any site, "the volume of demand for information" or simply - "the market". The site owner must "seize its market, so its success in this session will describe the excellent relative value - a" market share "that he could win.
Now we all know, to formulate an algorithm for evaluating the effectiveness of site optimization in general terms. You need:
     * Draw up a list of search queries that will be tracked promotion.
     * Define the frequency of each request and the total frequency list of all requests.
     * In analyzing positions summed frequency queries that the reference to the test site was found in Tor10 search results.
     * Market share test site = (S Top10 / S All) x 100%, where
       S Top10 - sum frequency queries that link found in Tor10,
       SAll - the sum of all frequencies queries that checked visibility.
Additional indicators are moving:
     * Number of references found in the range Tor10;
     * Number of references found in the range Tor11-50.
The above example and an algorithm - basic. The possibilities are not limited to these macros. Depending on the tasks, with its help can be analysed:
     * Visibility is not only one site, but any group of sites, both individually and together.
     * Visibility in the dynamics, ie assess changes in temporary positions and market share for a single site or for any group.
These tasks, we will investigate further, here is to be immediately say two assumptions.
Assumptions
It is expected that the frequency of requests in different search engines - the same. This enables the data on frequencies derived from one system to apply to all. Thus, in this case read from Yandex, but they also used to Ramblera, Aporta and Googl f. It does not take into account that the attendance of different systems. Based on this assumption, instead Yandex frequencies can be used, for example, and data Ramblera.

The second assumption relates directly Yandex. Data on the frequency of search queries can be obtained from the Yandeks.Direkte, but this service has shown no real frequency request, a figure one and a half times greater. The reason for entering such factor Yandex leads the following reasons: every second user arrives at the second page of search results. Announcements Direkta and running on it, and service selection of words for contextual advertising is intended to assess all the same number of advertising impressions, not counting frequencies for optimization.
We do not have to hold the opposite transformation, so as the frequency of inquiry today in the example figure, which shows Yandex, rather than a real frequency, which is 1.5 times less. As the market share is estimated as the ratio of two frequencies, the rate of 1.5 applied to both, does not affect the final result.
Evaluating the effectiveness of SEO
Thus, if the approved list of queries that tracks the promotion, SEO effectiveness is determined by three indicators.
     * Number of links in the range Tor10.
     * Number of links in the range Tor11-50.
     * Market share in each of the search engines.
Comparison of market share at different stages of advancement - an excellent method of valuation. With standard set of market share should grow steadily during the half, the time that is normally devoted to optimization.
As you noticed, predlozhennny evaluation method - the technical and depends on the raw data - the number of requests to move analyzed and their frequencies. In pursuit of interest can be a goal for moving to consider a request, and, reaching tops, to get "market share" equal to 100%. This, of course, exaggeration, but very prevalent technology, when the webmaster chooses 3-5 "fatty" (high) demands and focuses only on them, leaving "overboard" dozens of requests to lower frequencies, although they are much better suited to site.
Another extreme option, when to avoid potential setbacks, as a goal to advance are only low-frequency queries, for which advance because of a lack of competitors is not. The outcome - "the result of" 100% again - ing, and almost no visitors. In practice, I met several times with a situation where the webmaster going to promote the site on request with zero frequency.
The correct selection of phrases to move - a very important task. Ideas and methodology of its earlier decisions we have described in the articles.Read more...