Chaters - Mastering Search Analytics
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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 strategynot just to improve your sites 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 strategys return on investment. Ideal for search specialists, webmasters, and search marketing managers, Mastering Search Analytics shows you how to gain better traffic and more revenue through your search efforts.
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Copyright 2011 Brent Chaters
OReilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (.
Nutshell Handbook, the Nutshell Handbook logo, and the OReilly logo are registered trademarks of OReilly Media, Inc. Mastering Search Analytics , the image of a burrowing owl, and related trade dress are trademarks of OReilly Media, Inc.
Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and OReilly Media, Inc., was aware of a trademark claim, the designations have been printed in caps or initial caps.
While every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein.
This book is dedicated to my late mom, Mary-Lea (Rivet) Chaters, who always wanted to write a book, as well as my sister, Tricia, my father, Gary, and the rest of my family for their support. Lastly, a special thanks to my better half, Caroline, who has helped me keep my sanity, supported my late nights, and made sure I found time to eat and socialize.
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This book is designed to fill a gap in the search world. While there have been many books on website analytics, search engine optimization (SEO), and paid search (and even some on site search), this book looks at bringing these disciplines together as search engine marketing (SEM), as originally conceived by Danny Sullivan (http://searchengineland.com/does-sem-seo-cpc-still-add-up-37297). Solid search programs are driven by data and analysis, and combine both SEO and paid search tactics. Site search is an oft-forgotten source of mineable data, and should be included as part of your overall SEM program.
Nowadays, SEM has been co-opted to define paid search. When Danny Sullivan first coined the term, his intent was to illustrate that SEO was part of a search strategy and that the newly defined space of paid search was another part of a total search strategy. Search engine marketing referred to the overall search program.
My goal is to get you thinking about how to segment your data, as well as to show you how to use some of the available tools that can help you think of ways SEM can be used to improve revenue. We will also discuss how to measure the health of your current search programs: how to identify bottlenecks, whether you can compete against other sites, and what you need to consider if you do decide to compete.
The truth of the matter is that there are many websites and software options that enable search gurus to do what they do. The exciting thing about search analytics is that its still very much like the Wild West. There are many solutions, from self-service pieced-together options to enterprise-level solutions such as those offered by Covario and Adobe. Regardless of scale, the analytics and analysis side should be driven by human interpretation and thought. Avinash Kaushik, author of Web Analytics 2.0 (Sybex), is famous for stating that 90% of your investment should be in the people and 10% in the tools. While I dont think this should be a hard and fast rule, its spirit holds true: action comes from insights, and those insights are derived by the people using the tools.
Lastly, this book leans a bit more to the SEO side of measuring marketing tactics, both due to the impact SEO can have on a siteSEO is responsible for 80% or more of search traffic to most sites today, with paid search responsible for the remaining 20%and because the topic of measuring paid search has been highly covered in many other books. However, to have a true marketing presence, you must consider both SEO and SEM as tactics that work together to bring customers to your website and drive value to your business.
This book has three audiences in mind: the search specialist, the marketer, and the executive. For the search specialist, this book will provide the information needed to improve site traffic (in terms of quantity, quality, and goal completion) through the use of analytics tools and measurements. For the marketer and executive, this book will provide information on establishing what sort of market share an organization has, and evaluating how well that organization performs in a given market compared to competitors.
An online presence is an almost mandatory part of any business today. Search ensures that your business can be found online. This book is for anyone who is looking to understand how search can be used to drive incremental revenue and opportunity: you will learn how to measure the success of your search programs to allow for benchmarking against other online strategies, as well as how to derive insights to improve revenue and value through search marketing.
Because every company is different, each one will have different needs. Different companies may have disparate methods to generate revenue or reduce costs. Some examples include:
Users come to these websites to purchase a product. The company generates revenue by the products it sells.
News and information sitesTypically, these sites generate revenue through display advertising, such as banners.
Support sitesRevenue is realized by reducing costs through self-service forums and FAQs.
Customer data sitesThese sites tend to gather customer data, such as email addresses, mailing addresses, and other contact information, so that customers can be marketed to at a later date.
While this book provides different tactics and suggestions, there is no one-size-fits-all solution. Instead, by the end of this book, you should be able to develop a framework of measurements and analytical thinking that will help you make decisions, as well as establish some ground in how best to approach problems you may see in searchor, more importantly, how to poke holes in the data and interpret what the results may mean or indicate.
There is a gap between many new search specialists and the senior managers who rely on the data they provide. The data your senior managementwhat Avinash Kaushik refers to as the HiPPO (highest paid persons opinion)needs is very different from the data that a search specialist would require. Typically, the HiPPOs will be senior marketers or executives who do not speak the language of title tags, URL formats, canonicalization, or other common terminology search experts use daily. What they do speak and understand is ROI, revenue growth, and time to profitability. Analytics and data help to bridge the gap that can make decision making easier for both the search expert and the executive.
In todays market, search can be responsible for driving anywhere from 10% to 90% of traffic for websites. Google serves 34,000 searches per second, while Yahoo! and Bing serve 3,200 and 927 searches per second, respectively (http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709). With Facebook, Google, Yahoo!, and MSN vying for the most visited site each month according to ComScore (http://www.comscore.com/Press_Events/Press_Releases/2011/4/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_March_2011) and Netcraft (http://toolbar.netcraft.com/stats/topsites), many user experiences will involve more than one search at some point each day.
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