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MeasureCamp - Search Metrics Workshop

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Workshop held on March 14th, 2015 during MeasureCamp in London

Published in: Business

MeasureCamp - Search Metrics Workshop

  1. 1. Search Metrics Workshop March 14th, 2015
  2. 2. About Nicolas Malo • 20 years of experience in Cyber, Online, E-Marketing, Digital Marketing • Focusing full time on Digital Analytics for the last 6 years • Author, Speaker, Trainer, Teacher and Consultant in Digital Analytics, based in Lille (Northern France) • Online Tutor for the UBC Award of Achievement in Digital Analytics • DAA Certified Web Analyst, Adobe SiteCatalyst Implementation Certified, AT Internet Analyzer Certified, Comscore Digital Analytix Certified, Google Analytics Qualified and Tag Commander Certified 2 #measurecamp @nicolasmalo
  3. 3. Many thanks to all Participants! 3 #measurecamp @nicolasmalo
  4. 4. Many thanks to all Participants! 4 #measurecamp @nicolasmalo
  5. 5. Many thanks to all Participants! 5 #measurecamp @nicolasmalo
  6. 6. Many thanks to all Participants! 6 #measurecamp @nicolasmalo
  7. 7. Workshop Objective Discuss Search Metrics by using the following model 7 Organic Search Internal Search Paid Search
  8. 8. Organic Search 8 Organic Search
  9. 9. Paid Search 9 Paid Search
  10. 10. Internal Search 10 Internal Search
  11. 11. Part 01 Organic Search
  12. 12. A few indicators to start with • Share of traffic for organic search • Bounce rate for organich search • Conversion rate for organic search • Branded vs non-branded share of organic search traffic • Percentage of new visits from organic search 12 #measurecamp @nicolasmalo
  13. 13. Indicators suggested by participants (1) • Percentage of relevant / viable / qualified traffic from organic search • Share of traffic by geography from organic search • Share of traffic by gender & interests from organic search • Share of device usage from organic search • Equivalent advertising value (EAV) 13 #measurecamp @nicolasmalo
  14. 14. Indicators suggested by participants (2) • Share of organic traffic by buying cycle stage (browsing, shopping and buying) • Clickthrough rate per organic searched keyword • Percentage of mispelled searches • Percentage of micro & macro-conversions completed from organic search 14 #measurecamp @nicolasmalo
  15. 15. Indicators suggested by participants (3) • Domain & Page Authority Metrics • # of text links to domain • Page ranking positions • # of keyword ranked • # of referring domains 15 #measurecamp @nicolasmalo
  16. 16. Indicators suggested by participants (4) • # of landing pages for organic search • Proportion of intent-matched pages • Crawl frequency • Depth of crawl • # of social shares of content 16 #measurecamp @nicolasmalo
  17. 17. Indicators suggested by participants (5) • Percentage of mobile-friendly pages • Share of traffic with 404 errors • Average site speed • Subsequent engagement rate from organic search 17 #measurecamp @nicolasmalo
  18. 18. Part 02 Paid Search
  19. 19. A few indicators to start with • Share of traffic for paid search • Bounce rate for paid search visits • Conversion rate for organic search visits • Branded vs non-branded share of paid search visits • Percentage of new visits from organic search 19 #measurecamp @nicolasmalo
  20. 20. Indicators suggested by participants (1) • Share of visitors with paid and organic searches • Share of traffic by broad / exact and match phrases • Share of traffic based on campaign structure / creatives 20 #measurecamp @nicolasmalo
  21. 21. Indicators suggested by participants (2) • Paid keyword rankings • Quality score • Weighted average quality score • Share of traffic by device 21 #measurecamp @nicolasmalo
  22. 22. Indicators suggested by participants (3) • Average cost per click (CPC) vs maximum bid • Clickthrough Rate (CTR) • Cost per Acquisition (CPA) • Revenue per Click (RPC) • Return on Ad Spent (ROAS) 22 #measurecamp @nicolasmalo
  23. 23. Indicators suggested by participants (4) • Customer Lifetime Value (CLTV) • Search impression share • Display impression share • Share of traffic by time of day • Share of traffic by days of the week 23 #measurecamp @nicolasmalo
  24. 24. Part 03 Internal Search
  25. 25. A few indicators to startwWith • Share of visits with at least one internal search • Conversion rate of visits with least one internal search • Share of searches with no results 25 #measurecamp @nicolasmalo
  26. 26. Indicators suggested by participants (1) • Average number of internal searches by visits • Share of searches with no results • Share of buying vs browsing vs informal searches • Share of internal searches with mispellings • Time spent on pages after search 26 #measurecamp @nicolasmalo
  27. 27. Indicators suggested by participants (2) • Share of internal searches by originating pages • Percentage of site search exits • Percentage of clicks on search buttons on 404 pages • Share of internal searches of single terms vs long tail terms 27 #measurecamp @nicolasmalo
  28. 28. Indicators suggested by participants (3) • Organic search keywords rankings vs internal search terms rankings • Share of traffic on landing pages from internal search (re-directed searches) • Percentage of internal searches leading directly to product pages • Internal search resurface rate 28 #measurecamp @nicolasmalo
  29. 29. Indicators suggested by participants (4) • Organic search keywords rankings vs internal search terms rankings • Share of traffic on landing pages from internal search (re-directed searches) • Percentage of internal searches leading directly to product pages with no stock • Internal search resurface rate 29 #measurecamp @nicolasmalo
  30. 30. Indicators suggested by participants (5) • Share of traffic from internal search vs organic search on pages • # of indexed pages • Share of internal searches by time of day • Share of internal shares by day of week 30 #measurecamp @nicolasmalo
  31. 31. Indicators suggested by participants (5) • # of repeated searches per session • # of modified searches per session • Clickthrough rate by search • % of advanced searches 31 #measurecamp @nicolasmalo
  32. 32. Nicolas Malo OPTIMALWAYS 45/1 avenue de Flandre 59290 Wasquehal France Tel : +33 3 59 36 50 35 nmalo@optimalways.com www.optimalways.com

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