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Darren Selberg, Analytics Director at Three Deep Marketing, presents on how proper Google tool integration and use of advanced segments in Google Analytics can help search markets dive deeply into meaningful, goal oriented metrics.
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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