Mastering search analytics / Brent Chaters ; editors: Mike Loukides and Mary Treseler ; illustrator: Robert Romano.

Format:

Book

Author/Creator:

Chaters, Brent.

Contributor:

Loukides, Michael Kosta.

Treseler, Mary.

Romano, Robert (Illustrator), illustrator.

Language:

English

Subjects (All):

Web usage mining.

Internet users--Statistics--Data processing.

Internet users.

Internet marketing.

Internet searching--Statistical services.

Internet searching.

Electronic information resource searching--Statistical services.

Electronic information resource searching.

Physical Description:

1 online resource (400 p.)

Edition:

First edition.

Place of Publication:

Beijing : O'Reilly, 2011.

Language Note:

English

System Details:

text file

Summary:

Many companies still approach Search Engine Optimization (SEO) and paid search as separate initiatives. This in-depth guide shows you how to use these programs as part of a comprehensive strategy-not just to improve your site's search rankings, but to attract the right people and increase your conversion rate. Learn how to measure, test, analyze, and interpret all of your search data with a wide array of analytic tools. Gain the knowledge you need to determine the strategy's return on investment. Ideal for search specialists, webmasters, and search marketing managers, Mastering S

Contents:

Table of Contents; Preface; Audience; Why Measuring Search Is Important; Assumptions This Book Makes; Contents of This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1. Introduction to Search Analytics; How Is Search Data Different from Clickstream Data?; Who Are You Optimizing For?; What Are Others Trying to Measure?; What Do Companies Most Want to Measure?; What Challenges Do Companies Face?; Business Objectives; What Auditing Tools Should I Be Using?; Website Analytics; Link Tracking; Page Authority

Ranking PositionKeyword Search Volume and Competition; Social Links and Social Noise; Keyword Volume or Keyword Density on Page; Mobile and Geographic Traffic Estimations; Competitor Insights; Multiuse Tools and Sites; Spreadsheets; An Explanation of Macro, Micro, Value, and Action Metrics; Presenting Search Analytics-Who's Your Audience?; Setting Expectations; Establishing What You Will Track; What Website or Websites Do You Want to Monitor?; What Keywords Do You Want to Track?; What Keywords Are Considered Branded Terms?; What Keywords Are Considered Nonbranded Terms?; Concluding Thoughts

Chapter 2. Establishing ROIROI-The Universal Metric; Capturing Actual ROI; Capturing Estimated ROI; Presenting ROI Data; Why Search Matters to Sales Online and Offline; The Problem of Only Capturing ROI; Interpreting Data and Studies to Build a Case; Where Do People Click in the Search Results?; Universal search result click patterns; Paid search result CTRs; Comparing CTRs across all types of search; What's the Average Spend of SEO and Paid Search?; What's a Visit Worth?; An Example of Calculating Values; Quickly Identifying Bad Investments; Paid Search and ROI

How to Estimate ROI for Paid SearchHow to Capture and Track ROI for Paid Search; Conversion Rates by Keyword; SEO and ROI; How to Estimate ROI for SEO; Accounting for the Butterfly Effect in Your SEO; Capturing ROI for Site Search; Tracking Offline Sales; Concluding Thoughts; Chapter 3. Tracking and Optimizing SEO and Paid Search Traffic; Tracking Visitors and Segmenting Traffic from Search; Segmenting and Tracking Offline Transactions; Using Campaign Segmentation Data; Segmenting programs by actions; Tracking Pathing Through the Site; High Bounce Rates; Low Bounce, High Site Search

Low Bounce, High Pathing ExitUsing Pathing and Bounce Data; Landing Page Optimization; A/B and Multivariate Testing; A/B testing in a nutshell; Multivariate testing in a nutshell; Running a Multivariate Test; How Testing Improves Your Search Campaigns; Measuring Engagement; Example 1 of Engagement; Example 2 of Engagement; Engagement and Search Campaigns; All Traffic Is Not Created Equal; Volume of Traffic Versus Number of Conversions; Traffic from Search Engines: Not All Engines Are Created Equal; Seasonality and Traffic; Is There Value in CTR?; Capturing Traffic Volume Based on Positioning

Tracking Mobile Traffic-SEO Versus Paid Search

Notes:

"Mastering SEO, SEM, and site search"--Cover.

Includes index.

Description based on online resource; title from PDF title page (ebrary, viewed October 1, 2013).

ISBN:

9781449319076

1449319076

9781449319083

1449319084

OCLC:

767502383