Mastering Search Analytics: Measuring SEO, SEM and Site by Brent Chaters

By Brent Chaters

Many businesses nonetheless strategy search engine marketing (SEO) and paid seek as separate projects. This in-depth advisor indicates you the way to exploit those courses as a part of a complete strategy—not simply to enhance your site’s seek ratings, yet to draw the fitting humans and raise your conversion fee. how one can degree, attempt, study, and interpret all your seek info with a wide range of analytic instruments. achieve the data you want to ascertain the strategy’s go back on funding. perfect for seek experts, site owners, and seek advertising managers, studying seek Analytics indicates you the way to achieve higher site visitors and extra profit via your seek efforts.Focus on conversion and usability—not on using greater volumes of site visitors music the functionality of your search engine marketing and paid seek key words observe recommendations to observe what your opponents are doing comprehend the diversities among cellular and laptop seek find out how social media affects your seek ratings and effects Audit your website for difficulties that may impact clients and seek spiders Create dashboards and extended experiences for your whole seek actions

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Mastering Search Analytics: Measuring SEO, SEM and Site Search, 1st Edition

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The rest of the goals for SEO traffic in the report read as follows: generating leads, selling products, increasing brand awareness, and, lastly, improving customer satisfaction and customer service. Only 2% of companies cited improved customer satisfaction as their main goal. At least they are defining more actionable goals, but what about the lifetime value of the customer? Where is the foresight for long-term value? Even as a secondary objective, improved customer service still ranks as the lowest goal for SEO, cited by only 5% of companies.

Both of these issues are very relevant and real concerns, each of which can be addressed through analytics and landing page optimization. By defining the goal of a page and what action a user may take on that page, and also by understanding the overall business objectives of the company, you can begin to define what you need to track beyond traffic volumes. Business Objectives Every business has a reason for being. It has a goal. It has a market. Before you even begin to build a metrics program, conduct interviews throughout your business to find out what the goals are.

Only 2% of companies cited improved customer satisfaction as their main goal. At least they are defining more actionable goals, but what about the lifetime value of the customer? Where is the foresight for long-term value? Even as a secondary objective, improved customer service still ranks as the lowest goal for SEO, cited by only 5% of companies. Agencies also fell into a similar pattern, although their primary objective was to generate leads, followed by driving traffic. If the search engines tell us that we must create great content and provide good customer experiences to rank well organically, but our primary goals are instead driving traffic or creating leads, how do we bridge this gap?

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