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SEM - Analytics Sphinncon 2010


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SEM Analytics - Turn reports into actions! by Ophir Cohen, CEO, Compucall Web Marketing

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SEM - Analytics Sphinncon 2010

  1. 1. SEM Analytics Turn reports into actions! Ophir Cohen, CEO Compucall Web Marketing [email_address] 03-6447172
  2. 2. Segmenting Search Traffic <ul><li>Branded vs. Non-Branded </li></ul><ul><li>How Long is your Tail? </li></ul><ul><li>New Vs. Returning </li></ul><ul><li>Analysis of Search Patterns </li></ul>
  3. 3. Branded vs. Non-Branded Traffic Strength Weakness Actions High Share of Branded Traffic Strong Brand Low on genre Search Traffic Work on genre and long tail SEO/SEM Low Share of branded Traffic genre and long tail traffic Brand is not strong enough Promote your Brand to lift searches
  4. 4. How Long is your tail? <ul><li># of keywords bringing traffic (809) </li></ul><ul><li>Average Visits per keyword (2.6) </li></ul>
  5. 5. New Vs. Returning <ul><li>Why do we even care? </li></ul><ul><li>Implication for SEO and SEM </li></ul>
  6. 6. New Vs. Returning <ul><li>New Visitors = New Business Opportunities </li></ul>
  7. 7. Trick Of The Day: <ul><li>Count the # of keywords in phrases: </li></ul><ul><ul><li>Goto Google Analytics keyword Report </li></ul></ul><ul><ul><li>Type the following REGEX in the keyword filter field: </li></ul></ul><ul><ul><li>^(W*w+W*){3}$ </li></ul></ul><ul><ul><li>Replace the number to see how many visits you get from X number of keywords in the phrase </li></ul></ul>
  8. 8. What we get: # of Keywords Visits Share of Visits Sales Share of Sales 1 33,297 20% 390 19% 2 65,859 40% 876 43% 3 42,284 26% 562 27% 4 18,894 11% 188 9% 5 5,079 3% 28 1%
  9. 9. Stay Updated: