Mastering search analytics /
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| Author / Creator: | Chaters, Brent. |
|---|---|
| Imprint: | Sebastopol, CA : O'Reilly Media, 2011. |
| Description: | 1 online resource (xxi, 373 pages) : illustrations |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13603659 |
Table of 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.