Search Marketing Metrics That Matter


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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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  • 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”,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
  • Means more clicks
    From 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”,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 desktop

    13% of our site visits come from mobile at Search Mojo
    Majority from iphone
  • Ask yourself
    The answer is likely leads or sales
  • Start at the end
  • Then show live choice of overview:
  • Only available through universal analytics
    Last: last thing gets 100% of the credit for the goal
    First: first thing gets 100% of the credit for the goal
    Linear: each touchpoint gets an equal share of credit if a goal is reached
    Time Decay: touchpoints closest in time to the goal receive more credit
    Position Based: 40% credit is assigned to the first and last touchpoints, and middle ones each get 20%
  • Kari
  • Search Marketing Metrics That Matter

    1. 1. @marketingmojo | #mojowebinar | Janet Driscoll Miller, President and CEO
    2. 2. @marketingmojo | #mojowebinar | TODAY’S PRESENTER Janet Driscoll Miller President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller
    3. 3. @marketingmojo | #mojowebinar | ABOUT MARKETING 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, Silverpop and Hubspot
    4. 4. @marketingmojo | #mojowebinar | OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | HOW SEARCH HAS EVOLVED
    6. 6. @marketingmojo | #mojowebinar | TOP RANKINGS GET MOST CLICKS, RIGHT?
    7. 7. @marketingmojo | #mojowebinar | FIVE DISRUPTIONS IN ORGANIC SEARCH 1. Universal Search 2. Personalized Search 3. Google Search + Your World 4. Rich Snippets
    8. 8. @marketingmojo | #mojowebinar | EFFECT OF RICH SNIPPETS ON CLICKS 68.90% 23.30% Control: No Rich Snippets 1st Result 2nd Result 3rd Result 4th Result 40.20% 23.70% 28.90% 7.20% Authorship Snippet
    9. 9. @marketingmojo | #mojowebinar | FIVE DISRUPTIONS IN ORGANIC SEARCH 1. Universal Search 2. Personalized Search 3. Google Search + Your World 4. Rich Snippets 5. Mobile
    10. 10. @marketingmojo | #mojowebinar | MOBILE RESULTS
    11. 11. @marketingmojo | #mojowebinar | WHAT ARE YOU TRYING TO ACHIEVE?
    12. 12. @marketingmojo | #mojowebinar | Then are rankings the best measure? No.
    13. 13. @marketingmojo | #mojowebinar | HOW SHOULD I MEASURE?
    14. 14. @marketingmojo | #mojowebinar | ORGANIC SITE TRAFFIC • Identifies if we are bringing in traffic via organic search • See organic as a percentage of all referring methods
    15. 15. @marketingmojo | #mojowebinar | CAUTION: KEYWORDS • (not provided) • Use Google Webmaster Tools for this data • Import GWT data into “queries” in Google Analytics
    16. 16. @marketingmojo | #mojowebinar | GOOGLE ANALYTICS GOALS • 20 goals total per profile • Similar to AdWords conversions, they can literally be about anything!
    17. 17. @marketingmojo | #mojowebinar | LEADS/OPPORTUNITIES/SALES • MQLs and SQLs • Pull from marketing automation or CRM
    18. 18. @marketingmojo | #mojowebinar | ECOMMERCE SALES • Ecommerce: Set up ecommerce module in Google Analytics
    19. 19. @marketingmojo | #mojowebinar | CHALLENGE: ATTRIBUTION • Many CRM tools only allow single attribution › First touch › Last touch • Consider setting up custom fields for tracking • Tools in Google Analytics
    20. 20. @marketingmojo | #mojowebinar |
    21. 21. @marketingmojo | #mojowebinar | GOOGLE ANALYTICS ATTRIBUTION MODELING • Allows you to set up various types of attribution (even custom) based on how you want to track • Requires a new property or account › Add tracking code to the site › Last Interaction First Interaction Time Decay Linear Position Based
    22. 22. @marketingmojo | #mojowebinar | Source: Occam’s Razor
    23. 23. @marketingmojo | #mojowebinar | KEY TAKEAWAYS • Try to start moving away from rankings • Determine the attribution model you want to use • Install Google Analytics Universal Analytics, begin setting up Attribution Modeling • Rework your measurements!
    24. 24. @marketingmojo | #mojowebinar | WHAT’S NEXT? • Interested in hearing more about Marketing Mojo’s services? • Reach out to Janet & start a conversation! 800-939-5938 x101
    25. 25. @marketingmojo | #mojowebinar | CONTACT Janet Driscoll Miller 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller