Digital marketing involves promoting products and services using digital channels like websites, mobile, and social media to effectively reach consumers, leveraging traditional marketing techniques in a digital way. It is delivered online through methods such as websites, mobile apps, social media, and digital signs. Small to medium sized businesses increasingly rely on digital marketing techniques to communicate with customers, promote offerings, and conduct internal communications.

2. WHAT IS DIGITAL MARKETING?
Promoting products and services using digital distribution and social
media channels to reach consumers in a timely, relevant, personal
and cost-effective manner.
Leverages traditional marketing areas such as Direct Marketing by
providing the same method of communicating with an audience but
in a digital fashion.
Delivered via Internet, mobile text messaging, display/banner ads
and digital outdoor signage.

3. Why use digital marketing
 Increase website traffic
 Increase brand recognition
 Improve search engine rankings
 Generate leads
 Increase online sales conversions
 Improve internal communications

4. Who using digital marketing
 Small to Medium Businesses increasingly rely upon online digital
marketing techniques and distribution channels.
 Digital communications and multimedia technologies are
significantly changing the way SMBs:
 Communicate with their customers
 Promote products and Marketing services

5. The Anatomy of a Search Results Page
Google, Yahoo, and some of the other major
online forces involved in search. Taking a closer
look at the core component of a search engine,
and goal as SEO professionals: the Search Engine
Results Pages (or SERP).
All of the major search engines follow the same
basic layout and usability principles, and this is
not accident. The SERP is made up of the
following elements.
Search Box
All three major search engines place the search box front and center
on the page, giving users the ability to conduct more searches.
Search Refinements
The left-hand side of each SERP features more advanced
segmentation of the search results you’re viewing. You can sort by
media type (images, video, and so on), country, website, date, and
other refinements.

6. The Anatomy of a Search Results Page

7. The Anatomy of a Search Results Page
Organic Results
Located below the search box are the natural search results or
organic search results—those results that have been ranked purely on
the basis of the search engine’s algorithms, that is, on their relevance.
These results are sorted on the basis of each search engine’s specific
algorithms, and the goal of your SEO campaign should be to appear
in the first position within this section.
Paid Results
Sitting to the right-hand side of the organic results, and sometimes
above them, are the paid search results, or PPC (pay per click) ads.
The paid search results are bid on in an auction system, and the
position of each ad is determined by a combination of relevance,
the amount the advertiser bid, and the ad copy used.

8. How search works
Search engines are constantly indexing content, and recording which site
links to which other site, the content that appears on each page, the tags
and keywords associated with certain topics, and a number of other
elements. In all, there are hundreds of different signals search engines use to
determine relevance—a word that’s used to indicate how, well, relevant a
given page is to a given query.
Modern search engine spiders
have two distinct tasks:
Crawling is the traveling from site
to site, and page to page,
discovering content and links.
Indexing is the task of building a
database (or an index) of
keywords and phrases, the sites
and pages that are relevant to
them, and the links between
those sites.

9. %

10. Search Engine Optimization (SEO) is the
process of improving the visibility of a website or a
web page in a search engine's "natural," or un-
paid ("organic" or "algorithmic"), search results.
http://en.wikipedia.org/wiki/Search_engine_optimization

11. SEO
contains three parts
Keyword Research On-site optimization Off-site optimization
The process to search the To make your Site Search Link Building (Content
keywords related to Your engine friendly by optimizing Distribution, Social
Website. Title Tags and Meta Bookmarks, Press Releases,
Description of your website. Contests & Giveaways,
Creating unique content and Forums Posting, Blog
improving the overall website Comments, Relevant
architecture. Directories & Paid Links)
Social Media Sites (Twitter,
LinkedIn, Facebook)

12. Keyword Research
Keywords are very important for your site to
get listed in the correct category. If you are
writing a blog that sells books then you must
sure that the search engines know what
your site is about. this is done by using
keywords in your page titles, post titles and
sprinkled a few time sin your articles.
The rule is that you don’t want to use your keyword more than 2 or 3
times per one hundred words. It is very important that keyword
density should not exceed 3-4% of your total article.
Why is key word research important?
 Keyword research helps us to find the right niche for our article
 Keyword phrases can help visitors find your site
 Choosing the right keyword and correct placement of keywords is
necessary for search engine optimization.

13. Keyword Research process
Keyword research is one of the most important
parts of online marketing. Sometimes we don’t
realize just much of a difference it can make in
the overall success of a search engine
marketing campaign or even the success of an
online business. Keyword research involves four
important steps.
Discovering analyzing selecting deploying
This phase should focus This phase involves This process involves This phase is about
on identifying as many adding information objective making optimum use of
keywords as possible about existing measurement based your selected keywords
that are related to your competition; PageRank short listing of keywords on your website copy ,
website and target based limitations and keeping the site focus HTML code and tags.
audience. potential for ranking. and target audience
within the limitations
analysed.
A good Keyword Research helps in bringing quality traffic to your site that leads to high sales
conversions, by being focused and targeting specific search terms.

14. Keyword Search Discovering keywords
With
First you select a keyword that is related to
your web page. Then using any one of the
keyword tools(word tracker, overture, Google
keyword tool, etc.)you enter the keyword and
run a search. These tools give a list of related
keywords and tell you how many searches for
the keyword were done in the previous month
as well as an year.
Ad Group Ideas

15. analyzing keywords
Keyword Analysis helps to increase conversions, find new markets, and
optimize spend, but it requires time-consuming examination and
decision making.
IMPORTANCE OF KEYWORD ANALYSIS
 Optimize Spend  Eye Trends
Distribute more budget to successful Knowledge of keyword search frequency
keywords and eliminate wasteful spending provides insight into market behaviour
on those that aren’t producing results. which you can apply to multiple aspects
of your business
 Increase Conversions
Identifying and focusing on well-  Prioritize Your Time
converting keywords is good for Keyword performance guides campaign
conversion rate optimization and return on importance--spend your time optimizing
investment (ROI) areas that have the biggest impact on
your bottom line
 Find New Markets:
Use keyword analysis to expand your long
tail efforts and discover more specific
keyword queries and corresponding warm
leads

16. selecting keywords
It is always better to use more than one keyword on each page
because each different keyword may bring some amount of traffic.
The final selection of the keywords
depends on following factors: Conjuring keywords
 Eliminate the keywords which are 1. Root
Word/Concept
difficult to rank •“Travel”
 Eliminate keywords that are less
popular (very less number of Qualify with
modifiers
search's are made) •“Late Holiday
2. Synonyms
Deals” •“Holiday”
•“Break”
Out of balance keywords that
•“Cheap Holiday
 Deals”
qualify for ranking with your site’s •“India Vacation”
•“Weekend Resorts”
current PR, select the most popular
3. Colloquialisms
keywords, which have the right •“Trip”
focus for your site. •“Gateway”
•“Vacation”

17. Long tail keywords
Long Tail Keywords are the longer, more specific
keywords that are less common, individually, but
add up to account for the majority of search-
driven traffic.
Long tail keywords are the opposite of "head"
terms, which are more popular or more frequently
searched on. For example, "fish tanks" is a head
term, but "compare prices whisper aquarium
filters" is a long-tail keyword.

18. Deploying keywords
Search engines use key phrases in many ways, and place you higher
depending on how key phrases are distributed throughout the page.
Strategic keyword placement
 Create a meta keywords tag for each page on your site with all the relevant key-phrases,
separated by commas.
 Use key-phrases throughout the document. Important places search engines look for key-phrases
are title tags, heading tags, img alt tags, and links.
 Reflect your key-phrases in the text. Not only will you get higher placement, but many search
engines will place you lower if your key-phrases don’t show up frequently in the text.
 Concentrate key-phrases toward the top of the page. Some search engines only index the top of
the page, and most rate content toward the top higher.
 Use important key-phrases only in the pages where the content reflects them. Not only will you
place higher, but key-phrase searches will take customers directly to the relevant pages on your
site.
 Using your important key-phrases in the links, create a page with a list of links to similar sites. This
 broadens your content, and some search engines love lists of links.
 In multi-column pages, with a menu on the left, keyphrases in the menu’s image alt tags are
especially important, since body text is further down the page.
 Use keyphrases in image alt tags for spacer images. If a transparent image is only 1 pixel wide or
high, customers will never see the alt text, but search engines will.

19. ON-SITE VS. OFF-SITE

20. SEO techniques can be broken down into two general categories –
onsite and offsite. Both of these will benefit your rankings, so it’s worth
your time o address them both when building and promoting your
website.
On-Site SEO includes the specific actions you take on your webpages to
increase your search engine position.
Off-Site SEO Techniques are the actions you take outside of your
webpages to increase your search engine position.
Both On-Site and Off-Site optimization help the search engines
categorize your site and rank it higher. On-Site Optimization is more
under your control then Off-Site Optimization.

21. On-site
optimization

22. On-site optimization
On-Site Optimization tasks carried out on the website being optimized to
ensure that the website can be readily indexed by Search Engines. This
includes website usability (design conventions, information architecture,
load speeds, etc.), code structure, directory and file structure, keyword
density and proximity and W3C compliance. On-Site Optimization is
predominantly a one-time task. On-Site Optimization represents
approximately a 25% weighting of the overall website quality score.
VISIBLE ON-SITE NOT VISIBLE ON-SITE
 Page Titles and Headings  Description Meta Tag
 Site Structure  Additional Meta Tags
 Internal links  Image Optimized
 URL Structure  Proper robotos.txt
 Site Navigation  Sitemap.xml
 Content Optimized  Webmaster Tools & Site Analytics
 Static Sitemaps and Errors  HTML and CSS comments and
 Keyword Density content
 Site Load Speed
 XHTML/W3C Validation
 RSS feed

23. Page <title> optimization:
A title tag tells both users and search engines what the topic of a
particular page is. The <title> tag should be placed within the <head>
tag of the HTML document. Ideally, you should creat a unique title for
each page on your site.

24. HEADINGS <H1><H2><H3>
Each website page should have a heading. The heading is part of the
page’s content, existing to inform the visitor what the content on the
page is about. This heading should contain the three most relevant
keywords for the particular page, ideally written in a sentence that will
make senses to your users. It should marked with an <h1> tag, which
increases its importance to the search engines.

25. IMAGES
Any time you have
an image in a page,
you should use the
“alt” attribute to
label it with a
relevant caption.
The “alt” attribute is
alternative text, to
be displayed if the
image has failed to
load or if a visitor
has images turned
off.

26. Page description
HTML pages can have a number of <meta> tags, containing additional
information about the page. From an SEO perspective, the most
important of these is the description <meta> tag, often referred to as the
meta description. It should be thought of as a call to action, or an
opportunity to sell the benefits and content of each page on your site to
potential visitors.
The contents of this tag are shown on organic search results pages,
below the page’s title. When developing a page’s description, aim to
describe the page in one or two short sentences. Be sure to include the
target keywords for the page in your description as well.

27. Sitemaps
Sitemaps are an easy way for webmasters to inform search engines
about pages on their sites that are available for crawling. In its simplest
form, a Sitemap is an XML file that lists URLs for a site along with
additional metadata about each URL (when it was last updated, how
often it usually changes, and how important it is, relative to other URLs in
the site) so that search engines can more intelligently crawl the site.
Web crawlers usually discover pages from links within the site and from
other sites. Sitemaps supplement this data to allow crawlers that support
Sitemaps to pick up all URLs in the Sitemap and learn about those URLs
using the associated metadata.

28. HTTP 404
Users will occasionally come to a page that doesn’t exist on your site,
either by following a broken link or trying in the wrong URL. Having a
custom 404 page that kindly guides users back to a working page on
your site can greatly improve a users’ experience.

29. www.url structure.com
Fairly straight forward, search engines can more efficiently index the
information on your website if the URLs contained in it are “pretty”, or
clean and descriptive of the page.
 Non Optimized URL: www.urlstructure.com/index.php?pageID=4&categoryID=42&
 Optimized URL:www.urlstructure.com/optimized

30. OFF-SITE
OPTIMIZATION

31. Off-site optimization
Off-Site Optimization techniques are just important in getting your site
ranked well in the search engines results. For the most part of Off-Site
SEO techniques revolve around the links that point to your site from other
webpages. These links back to your site are commonly called backlinks.
backlinks
Backlinks, also known as incoming links, inbound links, inlinks, and inward
links, are incoming links to a website or web page. In basic link
terminology, a backlink is any link received by a web node (web page,
directory, website, or top level domain) from another web node
Inbound links were originally important (prior to the emergence of
search engines) as a primary means of web navigation; today, their
significance lies in search engine optimization (SEO). The number of
backlinks is one indication of the popularity or importance of that
website or page (for example, this is used by Google to determine the
PageRank of a webpage). Outside of SEO, the backlinks of a webpage
may be of significant personal, cultural or semantic interest: they
indicate who is paying attention to that page.

32. Directory submissions
Submitting your website to both free and paid directory sites is a great
way to increase the backlinks to your webpage. Directories are
compilation sites that list links to all sorts of sites. To get a better feel for
how these sites are structured, check out the Open Directory Project
dmoz.org one of the best known directory sites on the internet today.
Traditionally, directory sites are broken down into two different
categories, Free and Paid.
Both types can have a place in your search engine optimization
campaign, depending on what type of budget you are working with.
Getting your site listed in targeted directories that relate to the theme of
your website will likely be seen as a premium by the search engines. In
addition, you might even receive some traffic from them.

33. Article directory
submissions
Article directories allow users to submit unique articles to the directory.
These directories allow articles to embed links to other websites with
relevant Anchor text. Popular article directories are considered authority
sites and are constantly crawled by Search Engine Bots. Webmasters
submit articles with relevant anchor text linking back to their site and
obtain powerful backlinks.
For SEO purposes, the ideal article length is 400-500 words with a
keyword density of approximately 2%-3%. While discussion has been
increasing lately on the effectiveness of longer or shorter articles, it
remains general practice to submit articles in the 400-500 word range.
The backlinks should have anchor text created using HREF tags. Most
article directories prohibit keyword stuffing, so it is good practice to use
multiple anchor text and links in the article.

34. Press release
submissions
A press release acts as an information buffer between journalists and
solicitors, such as PR directors and business executives.
Once you've been through the work of writing and researching, you
need to know how to submit a press release to the media so you can
get your information out to the public.
Steps:
1. Create a well-written news release
2. Ensure your contact information is clear and correct
3. Send electronic releases with to-the-point but interesting subject
lines.
4. Add complete captions to any photos sent in your media kit.
5. Use paid websites to reach a large group and receive help writing
and editing your release, but understand you shouldn’t to pay for
exposure.

35. FORUM AND BLOG
COMMENTING
Forums and blogs are nowadays huge sources for user-generated
content online. A forum is a type of internet discussion board where
members can post queries as well as replies in order to facilitate the
exchange of ideas and opinions on a wide array of subjects. On the
other hand, a blog can be an excellent means to present your expertise
and experience in a certain field through regularly updated posts.
In practices generally adopt:
 Posting comments that are most relevant to the blog entry or forum
thread in question
 Posting concise and to the point comments with a natural and
interactive voice
 Including targeted keywords and links of your website within the
comments
 Projecting you as an expert in your field through factual responses

36. SOCIAL BOOKMARKING
Social bookmarking is a method for Internet users to organize, store,
manage and search for bookmarks of resources online.
With regard to creating a high-quality search engine, a social
bookmarking system has several advantages over traditional
automated resource location and classification software, such as
search engine spiders. All tag-based classification of Internet resources
(such as web sites) is done by human beings, who understand the
content of the resource, as opposed to software, which algorithmically
attempts to determine the meaning of a resource.

37. seo audit
Parameter Bank Bazaar Remarks
Index Pages (Google) 134,000 Site does not haveing indexing issues
Back Links (Google)
Home Page Rank
Seo Tags
URL Naming
Image naming
Use of Head Tags
Robots.txt
Custom Error Page
XML Sitemaps
W3C Validation

38. seo process
On Page
• SEO Design Guideline
• Error Free Code • Directories Submission
• Increase web page • Keyword Analysis • Press Releases
speed • Meta Tags
• Website Social Bookmarking
• Improve Crawl Structure • Optimizing Content
• Other metric – alt tags,
heading tags
• Navigation changes
Technical Audit Off Page

39. seo strategy
Meta tags:
Meta tags creation of static and dynamic web Pages like static one for home page and
internal pages, dynamic one for product pages. using their targeted keywords.
Heading tags optimization:
Create keyword rich heading tags for entire pages.
Internal Linking & Site navigation Recommendation:
Improve internal linking and site navigation structure with the help of footer linking and
anchor text optimization.
Content Optimization:
Content optimization recommendation for targeted keywords to make content more
search engines and user friendly.
Image naming & alt tags optimization:
Image naming and alt tags optimization for all images to improve ranking for images and
websites in Google SERP.
Off Page Activities:
Submit your website on various directories, press releases, social bookmarking sites to
increase link popularity of your website

40. seo competitor analysis
A competitor analysis is one very effective method of deconstructing
their online marketing strategy to discover how they are doing so well.
Steps to conducting competitor analysis
1) Find the ideal sites to compare
1) Consult your client
2) Type the ideal key phrase you want to rank for
3) Pick the sites – which are leading the SERP & that provide similar
services to yours but avoid sites, such as amazon, Wikipedia etc.
which have prominent presence allover.
2) Review sites and note down all the SEO factors
1) URL & Meta Strategy
2) Content Strategy
3) Tech & Architecture of the website
4) Basic info – Number of pages indexed, site age, site map etc.
3) Compare the Strategies to website
1) Rate your site with that of your competitors on various SEO
parameters
2) Implement the best possible solutions to beat the competitor
using their own strategies.

41. Case study

55. Stands for Search engine marketing or PPC – Pay per click.
Google Adwords is the most dominant platform in this category
so it is also synonymous with SEM. It is a tactic in which a paid
campaign can be run on platforms to get targeted traffic to
your site

56. As the chart shows,
Google is the clear
leader in India but it is
not the case in other
markets. That is why,
for international
campaigns, it makes
sense to start with at
least 2 search engines
– Google being one of
them

58. signup

59. signup

65. The landing page for the above ad group has the
following problems:
• Visitor has to search again to find the type of tea they want.
• Text on the page does not match the keywords in the ad group.
• Ad text doesn’t match the keywords on the page.
• This page’s lack of relevance (to the ad group’s keywords) will
contribute to the low
Quality Score.

66. The landing page for the above ad group has the
following problems:
• Text on page matches ad group’s keywords.
• Text on page matches ad text.
• Fast to load.
• There is a clear call to action.

67. Each time a search is carried out, Google needs
to satisfy the following three parties:
The User - who The Advertiser - Google themselves who
wants to be who wants to want to maximize long
presented with attract users and term revenue by keeping
adverts and pay as little as both the
content closely possible for each Advertiser and the User
related to click on their happy so they will both
the search term adverts. continue to use AdWords
(keyword) they and other
have entered. products.

68. To achieve its goal, Google uses two metrics to determine the
rank (Ad Rank) and cost per click (CPC) each advertiser pays for
each keyword. They are:
•maximum amount of money advertisers is
Max CPC prepared to spend for each click on their
ads
Quality •The Quality Score each advert receives is
based on three factors: 1. Click-through
Score rate 2. Relevance 3. The landing page

69. Advertisers don’t have to pay their maximum CPC bid for each
click they receive, they only pay the maximum CPC bid of the
advertiser ranking directly below them.

70. • Click-through rate (CTR) is worked out by taking the
number of times an advert appears (impressions) and
dividing it by the number of times it’s clicked on. A high
click-through rate suggests than an advert is relevant
to the search term it appears for and should therefore
rank well. A poor click-through rate suggests an advert
isn’t appealing to users so it should rank lower.
• Relevance is determined by how closely an ad’s text
relates to the search query. For example, if a user
searches for flowers, then a high relevance score
would be awarded to an advert that included
‘flowers’ in the title, description and display URL.
Relative importance of different • The landing page is the web page that a user is taken
factors used to determine to when they click on the advert. It’s important to
AdWords Quality Score Google that users are taken to reputable pages that
are relevant to the search made. High quality landing
pages are relevant, original, easy to navigate with
quick load times, no pop-ups and have a privacy
CTR (click-through rate) is the most policy. By using these three factors as the criteria,
important factor determining Quality Score.
Google encourages advertisers to produce ads that
Google sees this as users voting for the best
ads with their clicks. are enticing to the user, relevant to the search and
lead directly to quality content.

71. • The advert with the highest Ad Rank comes top.
• Your ‘Max CPC bid’ for each keyword is the maximum you’re
prepared to pay for a click on your ad.
• Quality Score (a 1-10 rating with 10 being the best) is Google’s
calculation of how relevant your advert and landing page are
to the keyword being bid for.

72. • Notice how the highest bidder receives the lowest Ad Rank
because their Quality Score is just 1. So low that it doesn’t
show at all.
• Adverts are ordered by Ad Rank with highest Ad Rank being
placed in position 1, the second highest Ad Rank in position 2,
etc.

73. • Each advertiser’s CPC is the Ad Rank of the advertiser directly below
divided by their own Quality Score (plus one cent). That’s:
• (Ad Rank of next lowest ranked ad ÷ own Quality Score) + $0.01 =
CPC

74. • High Quality Scores mean higher rankings and lower CPCs.
• High Quality Scores are achieved with high click-throughs,
relevant adverts and landing pages.
• And of course, high click-throughs come from relevant (to the
keyword being bid on) and compelling adverts.
• And if adverts are to be relevant then your ad groups can’t
have many keywords in them.
• So you must have small ad groups.

76. • Visitors
o Characteristics
 Browser, new vs. return,
location
• Traffic
o Origins
 Keywords, refers, pages
• Content
o Effectiveness
 Bounce rate, paths,
navigation summary

77. Google
Analytics
collects your
data based
on 5 broad
segments …Which give us over
80 primary reports,
which can be further
drilled down to over
1,000 unique reports.

78. Easily export/email a
report
•4 format options, incl. PDF,
XML, CSV & TSV Graph
•Day/week/month
views
•Compare 2 metrics
•‘Compare to site’
•Compare date ranges
•Highlight data point on
mouse-over
Data table
•Overview of selected
component
•5 unique data views
•Search box to
include/exclude specific
data
•Easily compare
performance to Site Avg.

79. • Campaigns (electronic format) need
to be “tagged” before they start
• Campaigns (not electronic format,
direct mail for example) need to have
a special “nice” URL; which itself need
to be “tagged”
If campaign is not tagged before
it is sent, it can not be tracked

80. • Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page
 Types of Goals
 Thank you page on contact form
 PDF Download for White Paper
 Newsletter Signup
 Feed Subscriptions
• Set-up Goals under
o Analytics Settings -> Profile Settings -> Conversion Goals and
Funnel
 Select up to 4 goals per profile
 Set up duplicate profiles to add more goals
o Enter URL of Goal Page
 Ex. /Confirmation.aspx
o Name the goal
• Funnel steps on next page

81. • Funnels show where enter and how go through process
o Show where you may lose would be customers
• Add URL of pages leading to goal page
o Name Steps (Ex. Select Contact Form)
• Match Type
o Defines how google analytics identifies a goal/funnel
o Match Types
 Head Match
 /offer1/ (anything after / will still be counted)
 Exact Match
 /offer1/signup.html
 Regular expression match
 If you have multiple signup forms under one goal
(/.*/signup.html
 /offer2/signup.html and /offer3/signup.html

82. • Assign monetary value for non-ecommerce goals
• Example
o Sales team can close 10% of people who request to
be contacted
o Average Transaction is $500
o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal

83. • Displays visual representation of certain goal and path
before and after each step in funnel (Left = step
before, Right = step after)
• Goals -> Funnel Visualization

84. • One login can have access to 25 accounts
• Difference between Admins/Users
o Users are read only; restricted to specific profiles
o Admins can do everything (view all reports/edit account
settings)
• Profiles typically per domain
o set up for subdomains
o setup for subset of data for one domain
o set up reports for one domain where different users get
different access

85. • New domains will have new tracking numbers
o UA-1111111-2 ad UA-1111111-3 as they are
entered sequentially
• Go to Analytics settings page
o Click add Website profile
o Select radio button to add profile for NEW
domain
o Enter URL into text field (choose http or https)
 Can enter subdomain
o Click Finish

86. • Decide what report should show
o Ex.Source and Keyword Performance Report
 Dimensions - sources and keywords
 Metrics - Pageviews, bounces, visits

87. Why set this up?
• Visitors use site search as a form of navigation
• Analyze internal search can help identify:
o Missing or hidden content
o Ineffective search results
o Keywords not previously identified for search
campaigns
• Set up through Analytics account -> Edit profile
o Track Searching
o Perform search on the site you will track to see what
part of querystring identifies search
 Ex. Google search = q
 Ex. Yahoo search = p

88. • Search Terms Report
o Can compare metrics between internal search
queries
o Useful for identifying new keywords
o Can refine down through cross segmentation
 Ex. What city did they search from for this term?
• Start Pages Report
o Useful to assess effectiveness of landing pages
o Click on the page listed in table and learn more
about searches on that page
 Ex. News page
 Search term = Photo Gallery
 Should Reference Photo Gallery on that page