Mastering Search Analytics

Preface; Audience; Assumptions This Book Makes; Contents of This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: Introduction to Search Analytics; 1.1 How Is Search Data Different from Clickstream Data?; 1.2 Who Are You Optimizing For?; 1.3 What Are Others Trying to Measure?; 1.4 What Do Companies Most Want to Measure?; 1.5 What Challenges Do Companies Face?; 1.6 Business Objectives; 1.7 What Auditing Tools Should I Be Using?; 1.8 An Explanation of Macro, Micro, Value, and Action Metrics; 1.9 Presenting Search Analytics-Who's Your Audience?; 1.10 Setting Expectations; 1.11 Establishing What You Will Track; 1.12 Concluding Thoughts; Chapter 2: Establishing ROI; 2.1 ROI-The Universal Metric; 2.2 Interpreting Data and Studies to Build a Case; 2.3 Paid Search and ROI; 2.4 SEO and ROI; 2.5 Capturing ROI for Site Search; 2.6 Tracking Offline Sales; 2.7 Concluding Thoughts; Chapter 3: Tracking and Optimizing SEO and Paid Search Traffic; 3.1 Tracking Visitors and Segmenting Traffic from Search; 3.2 Tracking Pathing Through the Site; 3.3 Landing Page Optimization; 3.4 Measuring Engagement; 3.5 All Traffic Is Not Created Equal; 3.6 Volume of Traffic Versus Number of Conversions; 3.7 Traffic from Search Engines: Not All Engines Are Created Equal; 3.8 Seasonality and Traffic; 3.9 Is There Value in CTR?; 3.10 Capturing Traffic Volume Based on Positioning; 3.11 Tracking Mobile Traffic-SEO Versus Paid Search; 3.12 Tracking International Searches and Linguistics; 3.13 Optimizing Conversion Rates for SEO and Paid Search; 3.14 Concluding Thoughts; Chapter 4: Tracking Words-SEO and Paid Search; 4.1 Tracking SEO Keywords; 4.2 Tracking Paid Search Keywords; 4.3 Seasonality and Words; 4.4 Concluding Thoughts; Chapter 5: Coordinating SEO and Paid Search; 5.1 Monitoring CTR from Paid Search and Applying Your Findings to SEO; 5.2 A/B and Multivariate Testing-Applying Insights from the Paid Search Page to SEO; 5.3 Testing Titles and Descriptions in Paid Search; 5.4 Finding Your Gaps and Plugging Them with SEO or Paid Search; 5.5 Running SEO and Paid Search Together; 5.6 When 1 + 1 = 3, and When It Doesn't; 5.7 Concluding Thoughts; Chapter 6: Site Search Analytics; 6.1 Site Search as Navigation; 6.2 Establishing Your Site Search KPIs; 6.3 What Is the Value of Your Site Search?; 6.4 CRO for Site Search; 6.5 Tracking Trends; 6.6 Site Search Seasonality; 6.7 Concluding Thoughts; Chapter 7: Correlating SEO/Paid Search and Site Search; 7.1 Pulling Terms from Site Search for SEO/Paid Search; 7.2 Applying Site Search Patterns to SEO/Paid Search; 7.3 Site Search-Capturing and Using the Second Term; 7.4 Testing Paid Search Pages on Site Search First; 7.5 Pulling Terms from SEO/Paid Search to Improve Site Search; 7.6 Testing the Effects of Optimization on Site Search and SEO; 7.7 Concluding Thoughts; Chapter 8: Competitor Research and Competitor Tracking; 8.1 Tracking Share of Voice; 8.2 Tracking Against Competitors; 8.3 Capturing Competitors' Keywords; 8.4 Capitalizing on User Behavior; 8.5 Tracking Competitors' Branded Keywords; 8.6 Capitalizing on Competitor Spikes and Marketing; 8.7 Tracking the Effectiveness of Your Competitors' Marketing Through Metrics; 8.8 Brand Conquesting; 8.9 Concluding Thoughts; Chapter 9: Tracking Off-Site Trends; 9.1 Analyze: Explaining the Bumps and Spikes; 9.2 Auditing General Trends; 9.3 Measuring Off-Site Link Diversity; 9.4 Tracking Neighborhoods; 9.5 Tracking Diversity of Links; 9.6 Tracking Domain Rank and Page Rank; 9.7 Tracking External Campaigns (TV, Radio, Print); 9.8 Tracking Social Volume and Social Media; 9.9 Tracking Changes in the SERP to Improve Clicks; 9.10 Concluding Thoughts; Chapter 10: Tracking Mobile Search; 10.1 Do Desktop and Mobile Users Search the Same Way?; 10.2 How Important Is Geography for Mobile Searchers?; 10.3 Do Mobile Searchers Return More or Less Frequently?; 10.4 Tracking Paid Search on Mobile Devices; 10.5 Does Device Type Matter?; 10.6 Do Mobile Users Convert Better than Desktop Users?; 10.7 Concluding Thoughts; Chapter 11: Social Media and Search; 11.1 Social Media's Impact; 11.2 Social Personalization; 11.3 Measuring Facebook; 11.4 Measuring Twitter; 11.5 Measuring +1; 11.6 Concluding Thoughts; Chapter 12: Webmaster Tools-Data Direct from the Engines; 12.1 The Basics; 12.2 Google Webmaster Tools; 12.3 Bing Webmaster Tools; 12.4 Comparing Bing and Google; 12.5 Concluding Thoughts; Chapter 13: An SEO Audit (On-Page Factors); 13.1 Automating Issue Auditing; 13.2 How to Audit a Page for SEO Elements; 13.3 Auditing a Page for Engagement Tracking; 13.4 Performance Monitoring: The Speed of Your Pages; 13.5 Detecting Template Issues Versus Page Issues; 13.6 Auditing a Page for Keywords; 13.7 Auditing a Page for Placement in Your Site's Information Architecture; 13.8 Finding the Bad Stuff-404s, 302s, Multiple 301s, and More; 13.9 Concluding Thoughts; Chapter 14: Dashboards and Reports; 14.1 Know Your Audience; 14.2 Understand Why Data Is Important to You; 14.3 Understand Why Data Is Important to Your Audience; 14.4 Segment! Segment! Segment!; 14.5 Dashboards for Executives; 14.6 Dashboards for Creating Action; 14.7 Dashboards Versus One-Off Reports; 14.8 Distributing Dashboards; 14.9 Building and Telling Stories with Dashboards; 14.10 One Metric (Why Leading with One Stat Can Create Action); 14.11 Information Paralysis-When Too Much Info Creates Inaction; 14.12 Concluding Thoughts; Chapter 15: Building Your Own Audit Tools and Enabling Others; 15.1 Rubrics-How to Make Them; 15.2 Answering Questions with Analytics; 15.3 Simplify Your Results; 15.4 Linking Data Sources; 15.5 Creating Alerts and Triggers, Creating Response Plans; 15.6 Overriding Your Alerts: Why and When; 15.7 Checklists of Items to Have for Setting Up an Analytics Plan; 15.8 Building Out Timelines; 15.9 Establishing Roles; 15.10 Being OK with Numbers Going Down; 15.11 Concluding Thoughts; Tool Listing; Software Listings; Colophon;