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Search Metrics for Startups Vanessa Fox Founder NineByBlue.com

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Search is mission critical 30% 87%

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What really matters? <ul><li>Accessibility </li></ul><ul><li>Discoverability </li></ul><ul><li>Conversion </li></ul>

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Search Accessibility: Can search engines find and access your pages

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Search Discoverability: Can searchers find your pages?

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Search Discoverability

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For what you want to be found for skate shoes bmx shoes Google 122 89 Yahoo 18 131 Live Search 13 29

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Search Conversion: Do searchers click on your results and stay on your site?

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Measuring Search

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Accessibility Measurement <ul><li>How well is the site indexed? </li></ul><ul><li>Are site errors decreasing? </li></ul><ul><li>Is linking improving over time? </li></ul>

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Discoverability Measurement <ul><li>Does site rank for company/domain name? </li></ul><ul><li>Does site rank for desired keywords? </li></ul><ul><li>What percentage of traffic is from search? </li></ul><ul><li>What percentage of traffic is from non-branded queries? </li></ul>

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Example: Arbor Snowboards arbor snowboards snowboard Google 1 49 500+ Yahoo 1 80 500+ Live Search 3 128 500+

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Example: Search Engine Land

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Search Conversion Measurement <ul><li>Bounce rate </li></ul><ul><li>Average time on site </li></ul><ul><li>Pages per visit </li></ul><ul><li>What content are external sites linking to the most? </li></ul><ul><li>What is conversion rate of key terms? </li></ul><ul><li>What queries aren’t getting clicks? </li></ul>

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Example:vanessafoxnude.com

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Make Sure It’s the Right Traffic

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What really matters <ul><li>Accessibility </li></ul>How well is the site indexed? Are site errors decreasing? Is linking improving? Discoverability Does the site rank for brand name? Does the site rank for non-branded? Conversion Conversions Bounce rate Time on site Pages

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Questions

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Let’s look at your site

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Thank you <ul><li>Ninebyblue.com </li></ul><ul><li>Janeandrobot.com </li></ul><ul><li>Searchdeveloperday.com </li></ul>