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
