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Search Marketing Metrics That Matter

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View the full recorded webinar at http://bit.ly/11dn0Zr. ...

View the full recorded webinar at http://bit.ly/11dn0Zr.

Search marketing has changed dramatically since Google’s Penguin and Panda updates, which took aim at mediocre content and sketchy SEO practices. There has been a fundamental shift towards the creation of quality, relevant content, and Google’s emphasis on personalization and localization represents a major change in how marketers approach and measure their search marketing efforts.

How should you be measuring search marketing? In this webinar, Janet Driscoll Miller will discuss the variety of ways to measure different goals using tools like Google Analytics and Google Webmaster Tools, as well as marketing automation and CRM software.

What you will learn:
• Why search engine rankings are not the most accurate measurement of your SEO
• How Google+ is changing the game when it comes to getting indexed
• Content and social media metrics you should be considering when measuring search efforts
• Tools to consider to help you get a clearer picture of your search marketing results

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  • REPLACE WITH JANET AND JENNY
  • Top rankings get the most clicks, ergo we should measure rankings to understand our potential for visibility and traffic and thereby SEO success.However there were five major disruptions that changed the ability for rankings to be an accurate measurement.
  • Show example search for “siberian tiger”https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
  • Means more clicksFrom a PR perspective, don’t you want to get published by the author that can get the most visibility for that article?
  • Show example search for “siberian tiger”https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
  • Rankings on mobile may be very different than those on desktop13% of our site visits come from mobile at Search MojoMajority from iphone
  • Ask yourselfThe answer is likely leads or sales
  • Start at the end
  • Then show live choice of overview: https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-overview/a1387340w2430566p2470811/%3F_u.date00%3D20130101%26_u.date01%3D20130529%26overview-graphOptions.primaryConcept%3Dbigfunnels.conversions%26_.bfDataSetType%3DALL/
  • Only available through universal analyticsLast: last thing gets 100% of the credit for the goalFirst: first thing gets 100% of the credit for the goalLinear: each touchpoint gets an equal share of credit if a goal is reachedTime Decay: touchpoints closest in time to the goal receive more creditPosition Based: 40% credit is assigned to the first and last touchpoints, and middle ones each get 20%
  • KARI
  • Kari

Search Marketing Metrics That Matter Presentation Transcript

  • 1. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938SEARCH MARKETING METRICSTHAT MATTER@SEARCHMOJOSEARCH-MOJO.COM800.939.5938JANET DRISCOLL MILLER,PRESIDENT AND CEO
  • 2. SEARCH-MOJO.COM@searchmojo #mojowebinarTODAY’S PRESENTERJanet Driscoll MillerPresident and CEO,Search MojoFollow on Twitter: @janetdmiller
  • 3. SEARCH-MOJO.COM@searchmojo #mojowebinarABOUT SEARCH MOJO• Search engine marketing firm founded in 2005– Search engine optimization (SEO)– Pay-per-click advertising management (PPC)– Social media advertising– Online reputation management• Headquartered in Charlottesville, VA– Office in Charleston, SC• Featured in the Washington Post, B2B Magazine,MarketingSherpa, Visibility Magazine and many blogs• Speakers at SMX Advanced, MarketingProfs, PubCon and more• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpopand Hubspot
  • 4. SEARCH-MOJO.COM@searchmojo #mojowebinarOUR CLIENTS
  • 5. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938HOW SEARCH HAS EVOLVED
  • 6. SEARCH-MOJO.COM@searchmojo #mojowebinarTOP RANKINGS GET MOST CLICKS, RIGHT?
  • 7. SEARCH-MOJO.COM@searchmojo #mojowebinarFIVE DISRUPTIONS IN ORGANIC SEARCH1. Universal Search2. Personalized Search3. Google Search + Your World4. Rich Snippets
  • 8. SEARCH-MOJO.COM@searchmojo #mojowebinarEFFECT OF RICH SNIPPETS ON CLICKS68.90%23.30%Control: No Rich Snippets1st Result2nd Result3rd Result4th Result40.20%23.70%28.90%7.20%Authorship Snippet
  • 9. SEARCH-MOJO.COM@searchmojo #mojowebinarFIVE DISRUPTIONS IN ORGANIC SEARCH1. Universal Search2. Personalized Search3. Google Search + Your World4. Rich Snippets5. Mobile
  • 10. SEARCH-MOJO.COM@searchmojo #mojowebinarMOBILE RESULTS
  • 11. What are you trying to achieve?
  • 12. Then are rankings thebest measure?NO.
  • 13. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938HOW SHOULD I MEASURE?
  • 14. SEARCH-MOJO.COM@searchmojo #mojowebinarORGANIC SITE TRAFFIC• Identifies if we arebringing in traffic viaorganic search• See organic as apercentage of allreferring methods
  • 15. SEARCH-MOJO.COM@searchmojo #mojowebinarCAUTION: KEYWORDS• (not provided)• Use Google Webmaster Tools for this data• Import GWT data into “queries” in GoogleAnalytics
  • 16. SEARCH-MOJO.COM@searchmojo #mojowebinarGOOGLE ANALYTICS GOALS• 20 goals total per profile• Similar to AdWords conversions, they canliterally be about anything!
  • 17. SEARCH-MOJO.COM@searchmojo #mojowebinarLEADS/OPPORTUNITIES/SALES• MQLs and SQLs• Pull from marketingautomation or CRM
  • 18. SEARCH-MOJO.COM@searchmojo #mojowebinarECOMMERCE SALES• Ecommerce: Set up ecommerce modulein Google Analytics
  • 19. SEARCH-MOJO.COM@searchmojo #mojowebinarCHALLENGE: ATTRIBUTION• Many CRM tools only allow singleattribution– First touch– Last touch• Consider setting up custom fields fortracking• Tools in Google Analytics
  • 20. SEARCH-MOJO.COM@searchmojo #mojowebinarGOOGLE ANALYTICSATTRIBUTION MODELING• Allows you to set up various types ofattribution (even custom) based on howyou want to track• Requires a new property or account– Add tracking code to the site– support.google.com/analytics/answer/2817075Last InteractionFirst Interaction Time DecayLinear Position Based
  • 21. Source: Occam’s Razor
  • 22. SEARCH-MOJO.COM@searchmojo #mojowebinarKEY TAKEAWAYS• Try to start moving away from rankings• Determine the attribution model youwant to use• Install Google Analytics UniversalAnalytics, begin setting up AttributionModeling• Rework your measurements!
  • 23. SEARCH-MOJO.COM@searchmojo #mojowebinarUPCOMING WEBINARMobile SEO: Designing and Optimizing forthe Third ScreenJune 13, 20132:00 p.m. ETRegister today atwww.search-mojo.com/mobile
  • 24. SEARCH-MOJO.COM@searchmojo #mojowebinarWHAT’S NEXT?• Interested in hearingmore about SearchMojo’s services?• Reach out to Janet &start a conversation!jmiller@search-mojo.com800-939-5938 x101
  • 25. SEARCH-MOJO.COM@searchmojo #mojowebinarCONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:facebook.com/SearchMojo