Brent Chaters

Mastering Search Analytics

Measuring Seo, Sem and Site Search

• Broschiertes Buch

Produktbeschreibung

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 Search Analytics shows you how to gain better traffic and more revenue through your search efforts. Focus on conversion and usability - not on driving larger volumes of traffic Track the performance of your SEO and paid search keywords Apply techniques to monitor what your competitors are doing Understand the differences between mobile and desktop search Learn how social media impacts your search rankings and results Audit your site for problems that can affect users and search spiders Create dashboards and expanded reports for all of your search activities

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Produktdetails

• Verlag: O'Reilly Media
• Seitenzahl: 400
• Erscheinungstermin: 22. November 2011
• Englisch
• Abmessung: 231mm x 177mm x 28mm
• Gewicht: 644g
• ISBN-13: 9781449302658
• ISBN-10: 1449302653
• Artikelnr.: 33300241

Autorenporträt

Brent Chaters, a Senior Leader of SapientNitro's Analytics and Search practice, currently works with many fortune 500 companies and executives to help them better understand and improve their search and marketing strategies. A former member of Hewlett Packard's worldwide team, Brent helped to create and implement some of HP's first SEM and SEO programs. Brent has worked in several countries to establish SEO programs based on solid metrics, and helps clients continually improve search results.

Inhaltsangabe

Preface
Audience
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
1.1 How Is Search Data Different from Clickstream Data?
1.2 Who Are You Optimizing For?
1.3 What Are Others Trying to Measure?
1.4 What Do Companies Most Want to Measure?
1.5 What Challenges Do Companies Face?
1.6 Business Objectives
1.7 What Auditing Tools Should I Be Using?
1.8 An Explanation of Macro, Micro, Value, and Action Metrics
1.9 Presenting Search Analytics-Who's Your Audience?
1.10 Setting Expectations
1.11 Establishing What You Will Track
1.12 Concluding Thoughts
Chapter 2: Establishing ROI
2.1 ROI-The Universal Metric
2.2 Interpreting Data and Studies to Build a Case
2.3 Paid Search and ROI
2.4 SEO and ROI
2.5 Capturing ROI for Site Search
2.6 Tracking Offline Sales
2.7 Concluding Thoughts
Chapter 3: Tracking and Optimizing SEO and Paid Search Traffic
3.1 Tracking Visitors and Segmenting Traffic from Search
3.2 Tracking Pathing Through the Site
3.3 Landing Page Optimization
3.4 Measuring Engagement
3.5 All Traffic Is Not Created Equal
3.6 Volume of Traffic Versus Number of Conversions
3.7 Traffic from Search Engines: Not All Engines Are Created Equal
3.8 Seasonality and Traffic
3.9 Is There Value in CTR?
3.10 Capturing Traffic Volume Based on Positioning
3.11 Tracking Mobile Traffic-SEO Versus Paid Search
3.12 Tracking International Searches and Linguistics
3.13 Optimizing Conversion Rates for SEO and Paid Search
3.14 Concluding Thoughts
Chapter 4: Tracking Words-SEO and Paid Search
4.1 Tracking SEO Keywords
4.2 Tracking Paid Search Keywords
4.3 Seasonality and Words
4.4 Concluding Thoughts
Chapter 5: Coordinating SEO and Paid Search
5.1 Monitoring CTR from Paid Search and Applying Your Findings to SEO
5.2 A/B and Multivariate Testing-Applying Insights from the Paid Search Page to SEO
5.3 Testing Titles and Descriptions in Paid Search
5.4 Finding Your Gaps and Plugging Them with SEO or Paid Search
5.5 Running SEO and Paid Search Together
5.6 When 1 + 1 = 3, and When It Doesn't
5.7 Concluding Thoughts
Chapter 6: Site Search Analytics
6.1 Site Search as Navigation
6.2 Establishing Your Site Search KPIs
6.3 What Is the Value of Your Site Search?
6.4 CRO for Site Search
6.5 Tracking Trends
6.6 Site Search Seasonality
6.7 Concluding Thoughts
Chapter 7: Correlating SEO/Paid Search and Site Search
7.1 Pulling Terms from Site Search for SEO/Paid Search
7.2 Applying Site Search Patterns to SEO/Paid Search
7.3 Site Search-Capturing and Using the Second Term
7.4 Testing Paid Search Pages on Site Search First
7.5 Pulling Terms from SEO/Paid Search to Improve Site Search
7.6 Testing the Effects of Optimization on Site Search and SEO
7.7 Concluding Thoughts
Chapter 8: Competitor Research and Competitor Tracking
8.1 Tracking Share of Voice
8.2 Tracking Against Competitors
8.3 Capturing Competitors' Keywords
8.4 Capitalizing on User Behavior
8.5 Tracking Competitors' Branded Keywords
8.6 Capitalizing on Competitor Spikes and Marketing
8.7 Tracking the Effectiveness of Your Competitors' Marketing Through Metrics
8.8 Brand Conquesting
8.9 Concluding Thoughts
Chapter 9: Tracking Off-Site Trends
9.1 Analyze: Explaining the Bumps and Spikes
9.2 Auditing General Trends
9.3 Measuring Off-Site Link Diversity
9.4 Tracking Neighborhoods
9.5 Tracking Diversity of Links
9.6 Tracking Domain Rank and Page Rank
9.7 Tracking External Campaigns (TV, Radio, Print)
9.8 Tracking Social Volume and Social Media
9.9 Tracking Changes in the SERP to Improve Clicks
9.10 Concluding Thoughts
Chapter 10: Tracking Mobile Search
10.1 Do Desktop and Mobile Users Search the Same Way?
10.2 How Important Is Geography for Mobile Searchers?
10.3 Do Mobile Searchers Return More or Less Frequently?
10.4 Tracking Paid Search on Mobile Devices
10.5 Does Device Type Matter?
10.6 Do Mobile Users Convert Better than Desktop Users?
10.7 Concluding Thoughts
Chapter 11: Social Media and Search
11.1 Social Media's Impact
11.2 Social Personalization
11.3 Measuring Facebook
11.4 Measuring Twitter
11.5 Measuring +1
11.6 Concluding Thoughts
Chapter 12: Webmaster Tools-Data Direct from the Engines
12.1 The Basics
12.2 Google Webmaster Tools
12.3 Bing Webmaster Tools
12.4 Comparing Bing and Google
12.5 Concluding Thoughts
Chapter 13: An SEO Audit (On-Page Factors)
13.1 Automating Issue Auditing
13.2 How to Audit a Page for SEO Elements
13.3 Auditing a Page for Engagement Tracking
13.4 Performance Monitoring: The Speed of Your Pages
13.5 Detecting Template Issues Versus Page Issues
13.6 Auditing a Page for Keywords
13.7 Auditing a Page for Placement in Your Site's Information Architecture
13.8 Finding the Bad Stuff-404s, 302s, Multiple 301s, and More
13.9 Concluding Thoughts
Chapter 14: Dashboards and Reports
14.1 Know Your Audience
14.2 Understand Why Data Is Important to You
14.3 Understand Why Data Is Important to Your Audience
14.4 Segment! Segment! Segment!
14.5 Dashboards for Executives
14.6 Dashboards for Creating Action
14.7 Dashboards Versus One-Off Reports
14.8 Distributing Dashboards
14.9 Building and Telling Stories with Dashboards
14.10 One Metric (Why Leading with One Stat Can Create Action)
14.11 Information Paralysis-When Too Much Info Creates Inaction
14.12 Concluding Thoughts
Chapter 15: Building Your Own Audit Tools and Enabling Others
15.1 Rubrics-How to Make Them
15.2 Answering Questions with Analytics
15.3 Simplify Your Results
15.4 Linking Data Sources
15.5 Creating Alerts and Triggers, Creating Response Plans
15.6 Overriding Your Alerts: Why and When
15.7 Checklists of Items to Have for Setting Up an Analytics Plan
15.8 Building Out Timelines
15.9 Establishing Roles
15.10 Being OK with Numbers Going Down
15.11 Concluding Thoughts
Tool Listing
Software Listings
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