web analytics for search marketing - metrics - by darren selberg

Web Analytics for Search MarketingMETRICS

@dselberg

@threedeep

@mnsearch

Objective, Objective, Objective

0 What are the goals of your campaign?0 Registration/Signup?0 Downloads?0 Traffic?0 Time on Page(s)?0 Increased Revenue?

Tip: Integrate Adwords/Analytics0 Now an 8 step process0 bit.ly/Mnsearchlink

PPC tracking is straightforward0 Activity is tracked as a campaign0 3 key metrics: Cost, Visits, Conversions

Measuring SEO efforts is more difficult

0 Can Compare Organic traffic based on pre/post efforts0 But only works for all Organic or small set of

keywords/landing pages

0 Look for impact of keyword groupings or specific landing pages

0 http://bit.ly/MNsearchsegment

Tip: Use Advanced Segments

Tip: Integrate Webmaster Tools

Tip: Integrate Webmaster Tools

0 Discover which pages aren’t generating traffic from poor search results

0 Find out which keywords aren’t ranking as high as they should

0 Similar metrics for organic landing pages

Tip: Treat SEO as a Campaign

0 Categorize your keywords0 Use PPC campaigns as a guide

=IF(SUM(NOT(ISERROR(FIND(CategoryDictionary!$B$2:$B$30,$A10)))*1)>0,B10,0)

Tip: Treat SEO as a Campaign

0 Determine areas of focus

Bubble size represents search volume or visits

Competition

Avg. Rank

Conversions

Tip: Learn from the Stock Market0 Compare a single metrics over time

Summary0 Integrate Adwords/Analytics0 Use Advanced Segments0 Integrate Webmaster Tools0 Treat SEO as a Campaign0 Learn from the Stock Market

Thank YouTwitter: @threedeep Facebook.com/threedeepmarketingBlog:threedeepmarketing.com/madanalyst

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Darren Selberg

Three Deep Marketing

dselberg@threedeepmarketing.com