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  • 1. Building the Foundation for Smart SEO:Basic Reporting in Adobe SiteCatalyst April 2012
  • 2. Table of ContentsIntroduction...................................................................................................................3Basic Assumptions...........................................................................................................4Getting Ready.................................................................................................................5 Search Detection..........................................................................................................5 E-Commerce Functionality................................................................................................5 Plug-ins....................................................................................................................6 Success Events.............................................................................................................8 Internal Filters............................................................................................................9KeywordReports............................................................................................................11 Natural vs. PPC Searches by Keyword, Combined in Dashboard.......................................................11 Targeted Keywords Including Long-Tail................................................................................23 Targeted Keywords Including Long-Tail excluding Branded Terms...................................................28 Date Comparisons: 30-day, Year-over-Year, Month-over-Month......................................................29Success Events...............................................................................................................37 Recommended/Commonly Defined Success Events....................................................................37E-Commerce Conversions................................................................................................39 Conversion Rates & Average Value (by keyword)......................................................................39 Conversions by time of day.............................................................................................40 Top Converting Landing Pages..........................................................................................41Multi-Channel Reports...................................................................................................42 First Touch Marketing Channel Details.................................................................................43 Last Touch Marketing Channel Details.................................................................................44Other Reports................................................................................................................45 Number of Unique Visitors by Page....................................................................................45 Visits/Conversions from Social Media...................................................................................46About the Authors..........................................................................................................47Appendix......................................................................................................................48 Figures Table............................................................................................................48 SEO and Adobe SiteCatalyst 2
  • 3. IntroductionToday’s environment of “always-on marketing” provides ample opportunities for significant successin the digital space, as well as some stumbling blocks in achieving that success. Potential buyers areshopping around the clock and finding online locations through myriad channels. If businesses dotheir jobs right, people who find them will easily learn, engage and perhaps buy what they offer.While brute force and volume of activity may help drive people to a company website or online store,intelligence and awareness are the drivers of improvements in the customer experience and vendorprofitability. A plethora of digital analytic tools are available to help gain that intelligence, offeringoutlandish amounts of data for consumption. Unless businesses harness what is really wanted andexamine information in ways that make sense, they may be doomed to inaction even as prospectsand customers provide every opportunity for success.This guide is intended for digital analytics professionals who want to leverage the distinct advantagesof Adobe SiteCatalyst in establishing a foundation for “smart SEO”. By following the advice in thisguide, users will be able to: • Prepare Adobe SiteCatalyst for SEO analysis • Understand how search detection works • Understand the concepts and advantages of SiteCatalyst success events • Create, view and edit standard and custom reports • Create, view and edit dashboards • Analyze the impact of branded and non-branded SEO (and SEM) results • Understand the impact of “long tail” search terms • Compare SEO results across varying slices of time • Understand conversion rates for SEO efforts • Apply filters to isolate and analyze individual or groups of search terms • Identify areas for advanced research SEO and Adobe SiteCatalyst 3
  • 4. Basic AssumptionsThis document is for those who have planned for and executed the implementation of the AdobeSiteCatalyst version 14.x product.1 Its focus is on illustrating basic steps in setting up and runningreports to understand SEO efforts. The SiteCatalyst tool provides power and flexibility that go wellbeyond SEO analysis. With that in mind, the following are assumed: • Basic SiteCatalyst functionality is understood and that setup featured here is specifically geared towards search detection and tracking. • The SiteCatalyst implementation is in place and appropriate information is being collected. • Commerce and traffic variables as well as success events have been defined and set up in the ap- propriate report databases (suites). • Administrative access to SiteCatalyst will be required for some setup and feature activation, or if the reader does not have direct administrative access, access is available through alternative means.The next section (Getting Ready) addresses areas to explore to collect the desired data and tooptimize the setup of a SiteCatalyst implementation. Most of this activity will be performed by animplementation manager. The areas to be addressed include: • Search Detection • E-commerce functionality • Plug-ins • Success events • Internal Filters1 Although written for SiteCatalyst 14.x, many of these concepts can be applied in version 15.x. SEO and Adobe SiteCatalyst 4
  • 5. Getting ReadySearch DetectionWhile SiteCatalyst provides ample opportunity for in-depth analysis of SEO and SEM efforts, somesetup is required. Out of the box, SiteCatalyst provides several search reports. These default reports donot distinguish between paid search (SEM) and natural search (SEO). All search results are inherentlylumped into one classification.What this means: When trying to understand the impact of search engines or specific keywords,SiteCatalyst will give great insight into overall activity: all instances of the keywords, without abreakdown of paid and natural. Search reports will list results from various search engines like Google,Bing, etc., but will not indicate which were paid vs. natural.What to do: To ensure both paid and natural search results can be viewed, the implementationadministrator can set up SiteCatalyst to recognize paid searches. This is done through the SiteCatalystAdmin Tool. Ask the administrator to activate paid search detection for each report database used totrack a particular site. The search engines with paid search services will have agreed on a parameterto be passed in search results URLs that identifies a paid search result. The Admin Tool can be used toidentify search engines and parameters used to identify paid searches. Once these parameters havebeen set for paid search, SiteCatalyst menus will automatically reflect the availability of paid, naturaland all search engines and keywords.Please work with the SiteCatalyst administrator to make sure this setup is accomplished. When in theAdmin Tool, the administrator will see the following screen and follow appropriate instructions:Figure 1: Admin Tool: Navigate to “Paid Search Detection” set upE-Commerce FunctionalityNot all functionality that SiteCatalyst offers is available in all implementations. Each companynegotiates a contract with Adobe for a license to use SiteCatalyst and its features. There are featuresthat are more appropriate to some industries than others. For that reason, Adobe may not make everyfeature available for a particular company’s implementation.Various reports throughout this paper reference metrics related to traffic, and to commerce andconversion. Typically, all SiteCatalyst implementations come with traffic metrics enabled. These aremetrics tied to visitors interacting with the content on a site or sites. Metrics like page views, visits,visitors, etc., reflect content consumption by individuals reading and interacting with a site. SEO and Adobe SiteCatalyst 5
  • 6. Many – perhaps most – companies are using web presence to take advantage of online commerce.This focus on web commerce (e-commerce) and conversion offers vast opportunities for acquisitionof new markets and distribution methods. From a tracking and analytic perspective, commerceactivity spawns the need for commerce-specific metrics. The ability to track sales, conversion ratesand attribution models requires a group of variables that can be leveraged to provide appropriatemetadata for the necessary analysis. Commerce functionality in SiteCatalyst is provided in two basictypes of additional variables conversion variables (eVars) and success events. When commercefunctionality is enabled, additional metrics – commerce visits and daily unique commerce visitors –become available for inclusion in SEO analyses.It is not important at this point to understand all the nuances of conversion variables also referred toas commerce variables. What is important to understand is that not all SiteCatalyst implementationshave commerce capabilities enabled “out of the box.”What this means: If e-commerce functionality is not available in existing SiteCatalyst implementation,measuring SEO efforts as they relate to commerce-related visits and daily unique visitors isimpossible. It will also be impossible to build any calculated metrics or key performance indicators(KPI) that would require commerce visits and visitors as contributing values.What to do: Notify the implementation manager and ask if commerce functionality has been enabledin current setup. If not, have him/her request activation - from the Adobe account manager orthrough Adobe Client Care - for each report suite desired.Note: If not a part of the original contract, there may be additional fees for this functionality.Plug-insSiteCatalyst provides a variety of methods to customize and transform the data collected for reportingand analysis. One of these methods is code-based “plug-ins.” Plug-ins are small code “routines” thatare run within the JavaScript file used to process activity sent from a SiteCatalyst implementation tothe SiteCatalyst data collection servers. They are used to apply business rules to the collected data orto collect additional data. Plug-ins provide functionality in one central location that might otherwiserequire development resources.Though not required for SEO analytic success, many of the metrics useful in analyzing SEO traffic maybe collected by the use of one or more plug-ins. This information is provided in the hopes that it willhelp optimize an implementation’s data integrity and flexibility. New data brought in or manipulatedthrough the use of plug-ins may be integrated into search analysis.The implementation manager will need to work with Adobe to identify which plug-ins can be addedto a particular set up. The implementation lead can navigate to the plug-in’s information from theAdobe SiteCatalyst help system. Select the Help menu item at the top of the SiteCatalyst page and:1. Click “Product Documentation”2. Click “Implementation”3. Click “Plug-ins” SEO and Adobe SiteCatalyst 6
  • 7. Figure 2: Finding plug-ins documentationThe plug-ins help page will load. It will list the currently available plug-ins with a brief description .At the time of this document’s creation, the SiteCatalyst plug-ins help page described the followingavailable items:1. getQueryParam: capture values (such as marketing campaign tracking codes) from the query string of page URLs.2. getValOnce: ensure that designated variables are populated with a given value only once per specified time period.3. getPercentPageViewed: record the portion of a page (0-100%) that the user has viewed and pass it into a variable on the next page view.4. Time Parting: capture time of day, day of week, and weekday/weekend status in SiteCatalyst reports for segmentation by time.5. detectRIA: detect the versions of Adobe Flash and Microsoft Silverlight installed in users’ browsers and capture in SiteCatalyst variables.6. daysSinceLastVisit: determine the number of days since the user last visited the website.7. getNewRepeat: capture new/repeat visitor status of users on the website.8. getAndPersistValue: capture the value of a variable and pass it into another variable on every page view for a designated period of time.9. getPreviousValue: place the value of a selected variable into a cookie and then capture this value into another variable on the next page view.10. getVisitNum: use a cookie to determine the total number of visits that the user has made to the website.11. APL (appendList): append values to a list. SEO and Adobe SiteCatalyst 7
  • 8. The following plug-ins are not currently available for immediate download, but can be obtained fromOmniture ClientCare at the request of an organization’s supported users:1. manageQueryParam: For SearchCenter use only. Swap and/or encode the query string of a page URL prior to collection in SearchCenter.2. trackTNT: Capture data related to Omniture Test&Target campaigns in SiteCatalyst.3. cookieCombiningUtility: Consolidate cookied data.(Adobe Systems Incorporated, 2012)Success EventsThe customization capabilities of SiteCatalyst extend to what are traditionally known as goals. Everywebsite exists for some purpose. Businesses establish an online presence in order to have visitorsperform some kind of action or activity. Examples include the purchase of a product, reading aboutthe company, registering for a newsletter, or downloading documentation or software. In order tounderstand when a particular goal or task has been accomplished, SiteCatalyst uses events otherwiseknown as success events or custom events. Success events are set when a business-defined goal hasbeen achieved. When an event has been set at the same time, or after a conversion variable has beenset, analyze the impact certain variable values have on success events. The most important featureto remember when using success events is that they may occur in any order after the conversionvariable has been set, so the success of various items occurring does not have to be linear.For example, we may want to see how many products were purchased after a visitor has entered thesite using a particular search term. The search term may be stored in a conversion (eVar) when thevisitor enters the site. After completing a purchase, a special success event – purchase is set. It is nowpossible to run SiteCatalyst reports that look at how many orders result from visitors entering thecommerce site using a specific keyword. At this point, ROI for search can be computed.Success events are enabled and configured in the Admin Tool previously discussed. Administrativeaccess is required to set up success events. The code that sets a specific event will be embeddedon the individual page where the event occurs, or in the JavaScript file used to process the variableinformation captured on the page.There are several events included with SiteCatalyst, including several associated with purchasingand shopping carts. These events can be enabled as counters, numeric, or currency for additionalflexibility.Work with the business owners, implementation administrator and development teams to define, setup and capture success events.If an implementation administrator needs assistance, the area to set up success events can be foundin the report suite Admin Tool:1. Click “Edit Settings”2. Click “Conversion”3. Click “Success Events” SEO and Adobe SiteCatalyst 8
  • 9. Figure 3: Admin Tool: Navigating to success events set upInternal FiltersThe implementation administrator likely set up appropriate filters for determining what domainsand subdomains should be considered “internal.” Though not critical to running SEO reports,understanding how to tell SiteCatalyst what domains should be considered internal will also indicatewhat areas or links go to external sites. This information is important for other implementation andtracking needs, such as understanding when someone is exiting the site or when traffic referrals arefrom external vs. internal sources. There are a number of SiteCatalyst reports that will not be accurateunless the internal filters are appropriately defined in the Admin Tool and declared in the trackingcode.The implementation lead should have made certain that the “linkInternalFilters” variable in theJavaScript processing file has been appropriately set. A related control needs to be defined in theAdmin Tool: “Internal URL Filters”. These two items work together to determine which pages areinternal and which are external.If these settings have not been defined and activated, the administrator should take the appropriatesteps. From the Admin Tool:1. Click “Edit Settings”2. Click “General”3. Click “Internal URL Filters”Figure 4: Admin Tool: Navigating to internal URL filters set up SEO and Adobe SiteCatalyst 9
  • 10. The Internal URL Filters configuration page will load and the administrator can list the domains andsubdomains to be declared as internal.In order to track subdomains, these filters should be general enough to include required variations ofthe domain but also specific enough to keep from incorrectly tracking pages outside of the intendeddomain. For example, if sites include the following domains, subdomains and microsites:http://www.mysite.comhttp://mysite.comhttp://subdomain1.mysite.comhttp://subdomain2.mysite.comhttp://www.mymicrosite.comhttp://product1.mymicrosite.comTo include all of these entities as entry pages and exits from them as exit links in SiteCatalyst, theJavaScript processing file would include the following variable declaration:var s.linkInternalFilters=”JavaScript,mysite.com,mymicrosite.com”The administrator would also add “mysite.com” and “mymicrosite.com” to the Internal URL Filters inthe Admin tool as described above.Note: Filtering for reporting purposes is done in the SiteCatalyst user interface. This is done via thesearch facilities in SiteCatalyst and is described in following report examples.Lastly, Adobe offers a backend processing program called a “VISTA rule.” It may be beneficial to lookinto adding the “Unified VISTA rule” to the implementation. This special VISTA rule is specificallydesigned for channel analysis and removing the minimal overlap between paid and natural searchthat could appear. SEO and Adobe SiteCatalyst 10
  • 11. Keyword ReportsNatural vs. PPC Searches by Keyword, Combined in DashboardSiteCatalyst provides information for two classes of keywords, or search terms. These two classes arenatural keywords and paid keywords. In order to successfully report on paid or natural keywords, itis necessary to activate “Paid Search Detection” in the SiteCatalyst report suite. Please see the setupinstructions elsewhere in this document.Once Paid Search Detection is set up and available, the user can create reports and dashboards basedon searches using paid keywords. In addition, reports focused on natural search-term usage can becompared to the paid search activity. This enables the user’s ability to understand which search termsare worth paying for and which may be more cost-effective when not paying for them.This section describes setting up a dashboard to compare search activity generated by paid andnatural keywords.First, log into the SiteCatalyst reporting interface. Then access the SiteCatalyst reporting interface.Step A: Navigate to the “SiteCatalyst Reporting” main page1. Click “Adobe Digital Marketing Suite”2. Click “SiteCatalyst”3. Click “SiteCatalyst Reporting”The main SiteCatalyst Reporting screen loads.Figure 5: Launch the SiteCatalyst reporting interface SEO and Adobe SiteCatalyst 11
  • 12. Step B: Run the Search Keywords – Paid reportFrom the SiteCatalyst reporting screen:1. Click “Traffic Sources”2. Click “Search Keywords – Paid”Figure 6: Open the Search Keywords – Paid reportThe Search Keywords – Paid report loadsStep C: Add the “Searches” metricCheck results in the report. SiteCatalyst allows customization of the fields that are initially listed ineach report. In many cases, the “out-of-the-box” default of “revenue” is listed by default. For the SearchKeywords – Paid report, make certain “Searches” is a displayed metric. If the “Searches” metric is notlisted, click “Add Metrics”:Figure 7: Accessing the SiteCatalyst metric selectorThe Metrics Selector loads. SEO and Adobe SiteCatalyst 12
  • 13. Step D: Add the “Searches” metric to the reportFrom the list of available metrics under “Standard”1. Click and hold “Searches”2. Drag “Searches” into the metrics list on the right-hand side of the Metrics Selector. (Tip: Alternatively, “double click” on any metric to move it to either side of the Metric Selector.)3. Click “OK” to save the selection, close the window and return to the report results.Figure 8: Adding the “Searches” metric to the report SEO and Adobe SiteCatalyst 13
  • 14. The resulting report should look similar to Figure 9 (data used for illustrative purposes only):Figure 9: The Search Keywords - Paid report with Revenue and SearchesOnce this report is run, there are several opportunities to explore additional information about theseresults. Some available options include selecting different dates, saving the report to a bookmarkfor easy access at a later date, searching specific keywords, delivering or downloading the report inany number of formats, and adding the results-set to a dashboard. For the purposes of this section,the results will be added to a dashboard used for comparing paid search results to natural searchkeyword results.Step E: Add the Search Keywords – Paid report to a new dashboardFrom the report screen, click on the “Add to Dashboard” icon below the reports title:Figure 10: Opening the “Add to Dashboard” form SEO and Adobe SiteCatalyst 14
  • 15. The “Add Reportlet” screen loads (Figure 11). From this screen, perform the following steps in theappropriate fields:1. Report Title: Enter a report name. (TIP: Establish a consistent naming convention that will help distinguish individual reports within a dashboard that contains multiple items.)2. Place in Dashboard: Indicate that a new dashboard will be created, or select one that already exists. To create a new dashboard follow steps 3 and 4.3. Dashboard Name: Name the dashboard. This is different from the report title. The dashboard acts as a container to hold multiple reports. The name of the dashboard should indicate its overall goal or purpose.4. Date Range: Indicate the appropriate dates for this report and whether it should reflect a specific time period, or “rollover” at the appropriate time segment. These choices can be changed later from within the dashboard.Figure 11: Adding a report to a new dashboard SEO and Adobe SiteCatalyst 15
  • 16. After clicking “Create New,” the original report page loads with a message indicating the report hasbeen added to the newly created dashboard:Figure 12: Opening the “Dashboard Editor” after adding a “reportlet”Click on the hyperlink (Global Search Results, MTD) to open the Dashboard Editor.The Dashboard Editor appears. In the main workspace of the editor, the initial dashboard page loadswith three report “containers” along the two rows. SiteCatalyst dashboards are configurable in anumber of ways. For this example, two columns are used instead of the three, which load as a default.Before placing the report onto the dashboard, replace the original three-column page with a two-column page. (All dashboards contain two rows.)1. Move the mouse to the upper right hand corner of the dashboard page until a small box with an “x” appears. Click this box to delete the original three-column dashboard page.2. Click the “Add Page” drop down box and select “Add a 2 column page”.Figure 13: Dashboard Editor: Adding a two-column pageA new page will load containing two columns and two rows for a total of four report containers.A new page will load containing two columns and two rows for a total of four report containers.1. Click and hold the “SEM Results, by Search” item in the “Added Content” menu along the left-hand side of the dashboard builder screen2. Drag the “SEM Results, by Search” item over the container on the dashboard page.3. Drop it into the container on the page in the center of the dashboard editor. SEO and Adobe SiteCatalyst 16
  • 17. Figure 14: Dashboard Editor: Adding the “SEM Results” report to the dashboardEach item in a dashboard is referred to as a “reportlet.” Reportlets can be expanded and formatted in anumber of ways. For this example, the graph is hidden and the reportlet expanded so it takes up theentire left hand side of the page. This results in a longer list of actual data to view.1. Click the down expansion arrow on the SEM reportlet (Figure 15)2. Click the arrow in the top right hand corner of the reportlet. A list of available actions will appear.3. Click “Hide Graph” from the available actions.Figure 15: Dashboard Editor: Viewing more text by expanding the reportlet and hiding the graph SEO and Adobe SiteCatalyst 17
  • 18. Figure 16: Dashboard Editor: Previewing the SEM Results reportletFigure 17: Dashboard Editor: Closing the Dashboard EditorClick “Close Editor.” The editor will close and the dashboard results will display. Now create and add anatural search results report next to the paid search results. SEO and Adobe SiteCatalyst 18
  • 19. Step F: Run the Search Keywords – Natural reportFigure 18: Running the Search Keywords - Natural reportIn order to compare with the paid search results, include the same metrics as in the exampledescribed in Step D of this section. Run the report when satisfied with the results.Figure 19: The Search Keywords - Natural report after adding the searches metric SEO and Adobe SiteCatalyst 19
  • 20. Step G: Add the Search Keywords – Natural to the dashboardFrom the report screen, click on the “Add to Dashboard” icon below the report’s title.Figure 20: Opening the “Add to Dashboard” formThe “Add Reportlet” screen loads (Figure 21). From this screen, perform the following steps in theappropriate fields:1. Report Title: Enter a report name. (Tip: Establish a consistent naming convention that will help distinguish individual reports within a dashboard that contains multiple items.)2. Place in Dashboard: This indicates whether to create a new dashboard, or use one that already exists. For the purpose of this paper, use the dashboard created in prior steps. (Global Search Results, MTD). Click the down arrow to reveal the dashboard, if the name is not already pre- populated.3. Select the Dashboard: From the drop down list, select the appropriate dashboard.4. Date Range: Indicate the appropriate dates for this report and whether it should reflect a specific time period, or “rollover” at the appropriate time segment. (These choices can be changed later from within the dashboard.)Figure 21: Adding the “SEO Results” report to an existing dashboard SEO and Adobe SiteCatalyst 20
  • 21. After clicking “Create New,” the original report page loads with a message indicating the report hasbeen added to the dashboard:Figure 22: Opening the Dashboard Editor for the “Global Search Results, MTD” dashboardClick on the hyperlink (Global Search Results, MTD) to open the Dashboard Editor.When the editor loads, the newly created report, SEO Results, by Search Term, MTD is now listed alongwith the original SEM report. Add this to the reportlet container next to the SEM reportlet (Figure 23):1. Click and hold the “SEO Results, by Search” item in the “Added Content” menu along the left-hand side of the dashboard builder screen.2. Drag the “SEO Results, by Search” item over the container on the dashboard page.3. Drop it into the right-most container on the dashboard page.Figure 23: Dashboard Editor: Adding the “SEO Results” reportlet to the “Global Search Results, MTD” dashboard SEO and Adobe SiteCatalyst 21
  • 22. 1. Click the down expansion arrow on the SEO reportlet (Figure 24).2. Click the arrow in the top right-hand corner of the reportlet. A list of available actions will appear.3. Click “Hide Graph” from the available actions.Figure 24: Dashboard Editor: Viewing more text by expanding the reportlet and hiding the graph SEO and Adobe SiteCatalyst 22
  • 23. The dashboard page will refresh. Depending on how the actual reports are created, the results willlook something like Figure 25.Figure 25: Dashboard Editor: Previewing the reportlets on the dashboard pageClick “Close Editor.” The modified dashboard will load.Figure 26: Dashboard Editor: Closing the Dashboard editorDashboards are a useful mechanism for viewing multiple sources of data in a single place. Theycan be used for comparison purposes and provide executives with key performance metrics in anunderstandable format. The more familiar a user is with SiteCatalyst dashboards, the easier it will be toutilize rich capabilities and visualizations.Targeted Keywords Including Long-TailSiteCatalyst provides powerful and flexible search capabilities in its reporting options. Using searchfunctions, the user can include or exclude single or multiple terms, use wildcards for efficientsearching and save results in reports, and dashboards for later access and analysis. SEO and Adobe SiteCatalyst 23
  • 24. To run a keyword report against targeted terms and include the “long-tail” results (those results thatmay not be expected when initially thinking of targeted terms), take the following steps:Step A: Navigate to the “SiteCatalyst Reporting” main page1. Click “Adobe Digital Marketing Suite”2. Click “SiteCatalyst”3. Click “SiteCatalyst Reporting”The main SiteCatalyst Reporting screen loads.Figure 27: Opening the SiteCatalyst reporting interfaceStep B: Run a Search Keywords – All reportFrom the SiteCatalyst reporting screen:1. Click “Traffic Sources”2. Click “Search Keywords – All”Figure 28: SiteCatalyst: Running the Search Keywords - All report SEO and Adobe SiteCatalyst 24
  • 25. Step C: Include the desired metricsSiteCatalyst allows customization of the fields listed in each report. If the desired metrics are not in thecurrent Search Keywords – All results, add them using the Metrics Selector.Figure 29: SiteCatalyst: Opening the Metric SelectorThe Metrics Selector loads (Figure 30).Step D: Add the “Searches” metric to the reportFind the desired metrics from those available (up to 10). (See “Searches” from a previous example forthis illustration.)1. Click and hold the desired metric.2. Drag the metric to the list on the right-hand side of the Metrics Selector. (Tip: Alternatively, “double-click” on any metric to move it to either side of the Metrics Selector.)3. Click “OK” to save the selection, close the window and return to the report results.Figure 30: SiteCatalyst: Adding the “Searches” metric to the report SEO and Adobe SiteCatalyst 25
  • 26. The Search Keywords – All report will load with the new metrics displayed.Step D: Using the search box to enter a term or combination of termsAt the top of the report, to the right-hand side of the screen, there is a box used for entering searchterms. Entering terms in this box and clicking “Go” will refresh the report and return a list of keywordsand phrases that match the terms entered in the search box.1. Enter the desired term or terms2. Click “Go”Figure 31: SiteCatalyst: Filtering results via searchTIP: A couple of notes about entering multiple search terms in the search box: • By default, SiteCatalyst will only return results that match ALL of the terms entered. If there are no keywords that include all the terms in the search box, the report will return a “No data match…” message. • Using the capital letters “OR” – without the quotes – between multiple terms will return results for keywords that match ANY of the items in the search box. • Surrounding multiple items with quotes (“”) in the search box will require an exact match – not case sensitive –in order to return resultsStep E: Use “Advanced Search” to refine search parametersIn some cases, the user may want to look at unique search combinations. For this report, run a “longtail” report while including targeted keywords. Include targeted keywords or phrases to make certainthey are in the results. All keywords and phrases that meet the search criteria will be returned –including any brand keywords.In the Search Keywords – All report, click the “Advanced” link next to the search box:Figure 32: SiteCatalyst: Opening the advanced search formThe advanced search form loads (Figure 33).The “Advanced Search” form includes spaces to set search criteria for the current report. It is in theappropriate spaces here that searches are defined:1. SEO and Adobe SiteCatalyst 26
  • 27. 1. Match: Select either “If any criteria are met” or “If all criteria are met”. This will determine whether the search includes all items listed, or any single item listed.2. Contains/does not contain: This box determines whether the values in the current row should be included in or excluded from search results.3. Search criteria: Enter the search requirements in this section. The same rules apply for each individual box as applied for the standard search box on the report page. (Tip: Add or delete rows as required to define the search. To do this, click the “minus” or “plus” icon at the end of a row. )4. Click “Search” to save criteria and run the report. (Tip: These search selection boxes are available for all SiteCatalyst reports. They are not exclusive to Keyword reports.)Figure 33: SiteCatalyst: Using the advanced search form with the ANY criteria match optionHere are the results of seeking the brand term “Citizen” along with two other terms (Figure 34). The“OR” condition, set via the advanced filter, ensures all instances of the example brand name “citizen”and all instances of the terms “jeans” and “denim” are surfaced. The analyst can start to understand ifcustomers are searching for jeans or denim items with the Citizens brand. In this example, the analystwill start to understand where brand is used, and all the long term instances of “esquire,” “jeans” and“denim.” Sample results: SEO and Adobe SiteCatalyst 27
  • 28. Figure 34: SiteCatalyst: Report results filtered by advanced searchCreative use of targeted keywords, including inclusion and exclusion of branded keywords, can helpthe user understand how SEO efforts can be better focused.Targeted Keywords Including Long-Tail excluding Branded TermsCreating reports focused on long-tail search results without branded terms is almost the same as theprocess to create reports for long-tail results with branded items. This section focuses on eliminatingthe branded results from a targeted search term report.Perform Steps A – E in the Targeted Keywords Including Long-Tail section of this document. Then, inthe “Advanced Search” form, do the following: • Change the selection in the “Match:” dropdown box to “If all criteria are met.” • Exclude the branded keyword from the search by using a “Does Not Contain” criteria line item. For the purposes of this example, assume “Citizen” is again the branded term. SEO and Adobe SiteCatalyst 28
  • 29. 1. Click “Search.”The results will load:Figure 35: SiteCatalyst: Results after changing search method to Does Not Contain and requiring ALL criteria to matchIn this results set, all items contain either “denim” or “jeans.” The branded results, however, are nolonger present. This allows the analyst to identify which terms resonate with potential customersregardless of brand.Date Comparisons: 30-day, Year-over-Year, Month-over-MonthData is only as valuable as the methods and approaches to its use. Just knowing that somethinghappened at a point in time can be limiting in impact. Comparing metrics over time will increasethe value of the collected data, sometimes exponentially. This next section describes some basicSiteCatalyst calendar capabilities. It discusses how to set up reports that look at data over different SEO and Adobe SiteCatalyst 29
  • 30. time periods: by number of days and over like periods (current time frame this year over the sametime last year and current month over last month.)Set up the Search Keywords – All report as described in the prior section. To create a report view thatshows total results for the past thirty days, do the following:Report View: Last 30 Days1. Click the calendar icon. The icon can be found to the far right in the report title bar. The report date selector page will load.Figure 36: SiteCatalyst: Opening the report calendar2. Click the drop down window next to the term “Select Preset.”3. Click “Last 30 Days.” The resulting dates will be highlighted on the page.4. Click “Run Report” (Figure 38).Figure 37: Calendar: Selecting preset dates SEO and Adobe SiteCatalyst 30
  • 31. Figure 38: Calendar: Display of selected datesThe report will now reflect totals for each search term for the past thirty days.Figure 39: SiteCatalyst: Report results after selecting dates SEO and Adobe SiteCatalyst 31
  • 32. Tip: The sample reports used in these examples have been run without displaying graphs of theresults and in looking at data totals only. There are many additional ways to look at these reports,incorporating graphs, trends and additional data breakouts by segment. See an analytics contact foradditional information and guidance.Report View: Year-over-Year (YoY)Compare results from the Search Keywords – All report for the month of December 2011 versusDecember of 2010. To do this, activate the “Compare Dates” function of the SiteCatalyst date selectionscreen.1. Click the calendar icon. The icon can be found to the far right in the report title bar. The report date selector page will load.Figure 40: Opening the report calendar2. Click the “Compare Dates” link found at the top left of the date selector screen. The date selector screen will reload with new options. There will be two rows of calendar information allowing the user to change years and other timeframes to set up comparisons.Figure 41: Calendar: Opening the “Compare Dates” form3. Click the name of the desired first month of comparison in the upper half of the date selector. (Use the navigation arrows – highlighted in green – to find the month.) In this case, December of 2011 is chosen.4. Click the name of the desired second month of comparison in the bottom half of the date selector. (Use the navigation arrows – highlighted in green – to find the month.) In this case, December of 2010 is chosen.Tip: Although this comparison report exhibits one field – “Searches” – reports can be run with multiplefields listed. All items will appear in the report that results from the selection of date comparisons.5. Click “Run Report”The date selector should now reflect this relative view: SEO and Adobe SiteCatalyst 32
  • 33. Figure 42: Calendar: Comparing year over year (YoY)On the resulting report, there are now two date areas, side by side. Additionally, there is a column thatcompares the difference between the results from the two dates and presents the difference in bothnumeric and percentage formats.Tip: This example looks at a complete month versus the same month from a year prior. It is notnecessary to use complete parts of the calendar for comparisons. Use the date selector to comparespecific dates or custom groups of days. The days have to be contiguous, but any grouping from thedate selector can be selected. The key is that SiteCatalyst provides almost unlimited flexibility in datecomparison views. SEO and Adobe SiteCatalyst 33
  • 34. Figure 43: SiteCatalyst: Report showing date comparisonsReport View: Month-over-Month (MoM)This example compares results from the Search Keywords – All report for the month of December2011 versus November of 2011. To do this, activate the “Compare Dates” function of the SiteCatalystdate selection screen.1. Click the calendar icon. The icon can be found to the far right in the report title bar. The report date selector page will load.2. Click the “Compare Dates” link. The link is found at the top left of the date selector screen. The date selector screen will reload with new options. There will be two rows of calendar information, allowing the user to change years and other timeframes to set up comparisons.Figure 44: SiteCatalyst: Opening the report calendar SEO and Adobe SiteCatalyst 34
  • 35. 3. Click the name of the first desired month of comparison in the upper half of the date selector. (Use the navigation arrows – highlighted in green – to find the month.) In this case, December of 2011 is chosen.Figure 45: Calendar: Opening the “Compare Dates” form4. Click the name of the second desired month of comparison in the bottom half of the date selector. (Use the navigation arrows – highlighted in green – to find the month.) In this case, November of 2011 is chosen.5. Click “Run Report.”Figure 46: Calendar: Comparing month over month (MoM) SEO and Adobe SiteCatalyst 35
  • 36. Tip: The data that results from the timeframe selected in the top portion of the date selector will belisted on the left-hand side of the report. The data from the bottom half of the date selector will belisted on the right-hand side.Tip: Although this comparison report was run with one field – “Searches” – reports can be runwith multiple fields listed. All items will appear in the report that results from the selection of datecomparisons. SEO and Adobe SiteCatalyst 36
  • 37. Success EventsRecommended/Commonly Defined Success EventsSuccess Events were briefly discussed in the “Getting Ready” section of this document. Here is a bitmore detail about purposes and examples of events that may help clarify their usefulness.The reason companies build an online presence is to have customers or viewers do something: read apage, purchase a product, write a review, or watch a video. The store owner is working diligently andhas invested time and resources to help make these activities happen. In SiteCatalyst, activities at thecore of the website are represented by “success events.” During the setup of a SiteCatalyst instance,success events are defined by the business owner to identify the specific items that represent thesekey activities. Success events – “events” for short – are pulled into reports, and analyzed to determinehow the online activity contributes to the success of the company.While the kinds of events measured are varied, there are several key types defined frequently inonline business verticals. Some are relatively standard in analytics packages. SiteCatalyst provides theflexibility to define custom events as well. There are over 100 events that could be set for any or all ofthe following occurrences. Here are a few examples of occurrences that could warrant the setting of asuccess event:Examples of Commerce SuccessesCommerce Page Views: The standard page view metric is available “out of the box.” However, pageviews that help understand activity during commerce paths are not always set. Measure a “commercepage view event” on all pages to gain complete coverage of websites. Then use all the “magic” ofSiteCatalyst to truly drive understanding of conversion activities.Product Views: This event should be set every time a product overview or detail page is viewed. It canbe used to help illustrate conversion rates and the first interactions with product information.Checkouts: This event represents the point at which someone starts the process of making apurchase. Typically, someone clicks a “Checkout” button and is presented with a screen, or series ofscreens, confirming the products, quantity and prices of the transaction, and requesting informationneeded for shipping and payment. Use this event as a factor in determining fallout percentages fromintent to purchase to order confirmation.Order Submit: It is important to set an event whenever an order has been placed. In this case,submission refers to the place in the purchase path where someone has chosen their products,understood the price, set payment up, and clicked an “Order Now” button. The order has not yet beenconfirmed.Order Confirmation: This event should be set when the page confirming an order submission hasresulted in a completed purchase. This process takes the customer’s purchase information (products,shipping, payment), runs it through the approval process, encounters nothing that would interruptthe purchase, surfaces a page that typically indicates the order has successfully gone through,and thanks the prospect for becoming a customer. By looking at both the order submission andconfirmation, examine what happens between the two events to determine failure rates and causes.Closing the gap between the numbers of these two events will improve revenue and conversionrates. SEO and Adobe SiteCatalyst 37
  • 38. Other Examples of SuccessesRegistration: Use events to mark key progress towards a registration process – Registration PageViewed, Registration Started, Registration Complete, etc. Used in conjunction with events set duringform completion, use of events at key registration points can help optimize the forms and paths usedto drive them.Form Analysis: Many companies use SiteCatalyst to perform analysis on their data entry forms. As anexample, a newsletter registration form may ask for the prospect’s phone number. If an event is setupon completion of that form, the numbers of phone number completions can be compared to thosethat don’t. Decisions can be made as to whether requesting phone numbers hinders the conversionrates for newsletter signups. In like manner, events can be set up at several points in the form tomeasure progress through the input fields and help determine if there are “broken” form elements.Tip: Form analysis can be done on several different levels. For comprehensive and automatedmechanisms, a more advanced approach may be advisable.Downloads: Events can be used to measure the success of completed downloads.Video: Events can be set at various points in a video stream. Doing this can help illustrate the numberof video starts, completions and other significant percentages viewed.Tip: SiteCatalyst has made significant improvements to its native video tracking mechanisms. Whilenot as manually intensive in the past, there can be significant setup required. Once set up, SiteCatalystwill make use of events to track video assets and interactions. See an Adobe advisor or consultant formore information.Sharing/Likes: Use events to identify when content on a website is shared. Setting events at theappropriate times will go a long way in determining the impact information has on consumers.These are just a few examples of virtually unlimited ways success events can be used for analysis.Creative use of success events combined with metrics measurements and appropriately architectedSiteCatalyst report suites can result in exponentially more useful insights into the economics andcustomer interaction of an online presence. Check in with a SiteCatalyst contact or consultant toreview opportunities. SEO and Adobe SiteCatalyst 38
  • 39. E-Commerce ConversionsConversion is what it’s all about. Setting up SiteCatalyst shows commitment to understanding andpredicting what levers should be moved to optimize the return on investment. Which types ofproducts perform best? What kinds of campaigns are most impactful? Which purchase paths on thewebsite are the most profitable?All of these questions require solid and reliable conversion information in order to be confidentlyanswered. This section looks at conversion rates by keyword as well as other conversion reports.Tip: See a SiteCatalyst expert or digital marketing consultant to assist in setting these up.Conversion Rates & Average Value (by keyword)Figure 47: SiteCatalyst: Report showing conversion and order values by search keyword SEO and Adobe SiteCatalyst 39
  • 40. Conversions by time of dayFigure 48: SiteCatalyst: Report showing searches, conversion and order values by time of day SEO and Adobe SiteCatalyst 40
  • 41. Top Converting Landing PagesFigure 49: SiteCatalyst: Report showing conversion by landing page SEO and Adobe SiteCatalyst 41
  • 42. Multi-Channel ReportsTip: The Marketing Channel Report (Figure 50) illustrates the power of multi-channel reportingin SiteCatalyst. This is a special report that may not be activated during the setup of a website’simplementation. Contact an administrator for activation of the Market Channel Report. Setting thisreport up does require planning. It is recommended that a user contact a SiteCatalyst expert foradvice on adding this report to an analytic arsenal.Figure 50: SiteCatalyst: Marketing Channel Report SEO and Adobe SiteCatalyst 42
  • 43. First Touch Marketing Channel DetailsFigure 51: SiteCatalyst: First Touch Channel Detail report, showing revenue and conversion SEO and Adobe SiteCatalyst 43
  • 44. Last Touch Marketing Channel DetailsFigure 52: SiteCatalyst: Last Touch Channel Detail report, showing visits, revenue, checkouts and checkout conversion SEO and Adobe SiteCatalyst 44
  • 45. Other ReportsThe following reports are small examples of various approaches to viewing data in SiteCatalyst.These require additional set up. If interested in using reports like these, contact an implementationadministrator or expert.Number of Unique Visitors by PageFigure 53: SiteCatalyst: Visitors report, showing different visitor types and the pages they visited SEO and Adobe SiteCatalyst 45
  • 46. Visits/Conversions from Social MediaFigure 54: SiteCatalyst: Social media report showing visits and conversions SEO and Adobe SiteCatalyst 46
  • 47. About the AuthorsInfinitive Analytics works closely with CMOs, digital marketers and their agency partners to set acourse for digital success. Our solutions generate superior returns on investments in online andmobile marketing, e-commerce, social media and digital analytics.Learn more at www.analytics.infinitive.comIndianapolis-based Slingshot SEO was ranked #58 on the 2011 list of Inc’s 500 Fastest GrowingCompanies, and was #14 on the 2011 Tech200. Founded in 2006, Slingshot SEO provides professionalSEO services to more than 150 clients across the country. The company’s results are driven by a tirelesspassion to make deserving brands digitally relevant.For more information about Slingshot SEO and to read customer reviews, visit www.slingshotseo.com SEO and Adobe SiteCatalyst 47
  • 48. Appendix Figures TableFigure 1: Admin Tool: Navigate to “Paid Search Detection” set up................................................................................................................................................................................5Figure 2: Finding plug-ins documentation............................................................................................................................................................................................................................7Figure 3: Admin Tool: Navigating to success events set up............................................................................................................................................................................................9Figure 4: Admin Tool: Navigating to internal URL filters set up......................................................................................................................................................................................9Figure 5: Launch the SiteCatalyst reporting interface.....................................................................................................................................................................................................11Figure 6: Open the Search Keywords – Paid report..........................................................................................................................................................................................................12Figure 7: Accessing the SiteCatalyst metric selector........................................................................................................................................................................................................12Figure 8: Adding the “Searches” metric to the report......................................................................................................................................................................................................13Figure 9: The Search Keywords - Paid report with Revenue and Searches..............................................................................................................................................................14Figure 10: Opening the “Add to Dashboard” form............................................................................................................................................................................................................14Figure 11: Adding a report to a new dashboard...............................................................................................................................................................................................................15Figure 12: Opening the “Dashboard Editor” after adding a “reportlet”......................................................................................................................................................................16Figure 13: Dashboard Editor: Adding a two-column page............................................................................................................................................................................................16Figure 14: Dashboard Editor: Adding the “SEM Results” report to the dashboard................................................................................................................................................17Figure 15: Dashboard Editor: Viewing more text by expanding the reportlet and hiding the graph............................................................................................................17Figure 16: Dashboard Editor: Previewing the SEM Results reportlet.........................................................................................................................................................................18Figure 17: Dashboard Editor: Closing the Dashboard Editor........................................................................................................................................................................................18Figure 18: Running the Search Keywords - Natural report............................................................................................................................................................................................19Figure 19: The Search Keywords - Natural report after adding the searches metric............................................................................................................................................19Figure 20: Opening the “Add to Dashboard” form............................................................................................................................................................................................................20Figure 21: Adding the “SEO Results” report to an existing dashboard......................................................................................................................................................................20Figure 22: Opening the Dashboard Editor for the “Global Search Results, MTD” dashboard............................................................................................................................21Figure 23: Dashboard Editor: Adding the “SEO Results” reportlet to the “Global Search Results, MTD” dashboard..................................................................................19Figure 24: Dashboard Editor: Viewing more text by expanding the reportlet and hiding the graph............................................................................................................22Figure 25: Dashboard Editor: Previewing the reportlets on the dashboard page................................................................................................................................................23Figure 26: Dashboard Editor: Closing the Dashboard editor........................................................................................................................................................................................23Figure 27: Opening the SiteCatalyst reporting interface................................................................................................................................................................................................24Figure 28: SiteCatalyst: Running the Search Keywords - All report.............................................................................................................................................................................24Figure 29: SiteCatalyst: Opening the Metric Selector.......................................................................................................................................................................................................25Figure 30: SiteCatalyst: Adding the “Searches” metric to the report ...........................................................................................................................................................................25Figure 31: SiteCatalyst: Filtering results via search............................................................................................................................................................................................................26Figure 32: SiteCatalyst: Opening the advanced search form.........................................................................................................................................................................................26Figure 33: SiteCatalyst: Using the advanced search form with the ANY criteria match option.........................................................................................................................27 SEO and Adobe SiteCatalyst 48
  • 49. Figure 34: SiteCatalyst: Report results filtered by advanced search ...........................................................................................................................................................................28Figure 35: SiteCatalyst: Results after changing search method to Does Not Contain and requiring ALL criteria to match...................................................................29Figure 36: SiteCatalyst: Opening the report calendar......................................................................................................................................................................................................30Figure 37: Calendar: Selecting preset dates........................................................................................................................................................................................................................30Figure 38: Calendar: Display of selected dates...................................................................................................................................................................................................................31Figure 39: SiteCatalyst: Report results after selecting dates..........................................................................................................................................................................................31Figure 40: Opening the report calendar...............................................................................................................................................................................................................................32Figure 41: Calendar: Opening the “Compare Dates” form..............................................................................................................................................................................................32Figure 42: Calendar: Comparing year over year (YoY).....................................................................................................................................................................................................33Figure 43: SiteCatalyst: Report showing date comparisons..........................................................................................................................................................................................34Figure 44: SiteCatalyst: Opening the report calendar......................................................................................................................................................................................................34Figure 45: Calendar: Opening the “Compare Dates” form..............................................................................................................................................................................................35Figure 46: Calendar: Comparing month over month (MoM)........................................................................................................................................................................................35Figure 47: SiteCatalyst: Report showing conversion and order values by search keyword................................................................................................................................39Figure 48: SiteCatalyst: Report showing searches, conversion and order values by time of day.....................................................................................................................40Figure 49: SiteCatalyst: Report showing conversion by landing page.......................................................................................................................................................................41Figure 50: SiteCatalyst: Marketing Channel Report..........................................................................................................................................................................................................42Figure 51: SiteCatalyst: First Touch Channel Detail report, showing revenue and conversion.........................................................................................................................43Figure 52: SiteCatalyst: Last Touch Channel Detail report, showing visits, revenue, checkouts and checkout conversion....................................................................44Figure 53: SiteCatalyst: Visitors report, showing different visitor types and the pages they visited................................................................................................................45Figure 54: SiteCatalyst: Social media report showing visits and conversions.........................................................................................................................................................46 SEO and Adobe SiteCatalyst 49