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Mastering search analytics /
"Many companies still approach Search Engine Optimization (SEO) and paid search as separate initiatives. This in-depth guide shows you how to use these programs as part of a comprehensive strategy--not just to improve your site's search rankings, but to attract the right people and increas...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Sebastopol, CA :
O'Reilly Media,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Table of Contents; Preface; Audience; Why Measuring Search Is Important; 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; How Is Search Data Different from Clickstream Data?; Who Are You Optimizing For?; What Are Others Trying to Measure?; What Do Companies Most Want to Measure?; What Challenges Do Companies Face?; Business Objectives; What Auditing Tools Should I Be Using?; Website Analytics; Link Tracking; Page Authority.
- Ranking PositionKeyword Search Volume and Competition; Social Links and Social Noise; Keyword Volume or Keyword Density on Page; Mobile and Geographic Traffic Estimations; Competitor Insights; Multiuse Tools and Sites; Spreadsheets; An Explanation of Macro, Micro, Value, and Action Metrics; Presenting Search Analytics--Who's Your Audience?; Setting Expectations; Establishing What You Will Track; What Website or Websites Do You Want to Monitor?; What Keywords Do You Want to Track?; What Keywords Are Considered Branded Terms?; What Keywords Are Considered Nonbranded Terms?; Concluding Thoughts.
- Chapter 2. Establishing ROIROI--The Universal Metric; Capturing Actual ROI; Capturing Estimated ROI; Presenting ROI Data; Why Search Matters to Sales Online and Offline; The Problem of Only Capturing ROI; Interpreting Data and Studies to Build a Case; Where Do People Click in the Search Results?; Universal search result click patterns; Paid search result CTRs; Comparing CTRs across all types of search; What's the Average Spend of SEO and Paid Search?; What's a Visit Worth?; An Example of Calculating Values; Quickly Identifying Bad Investments; Paid Search and ROI.
- How to Estimate ROI for Paid SearchHow to Capture and Track ROI for Paid Search; Conversion Rates by Keyword; SEO and ROI; How to Estimate ROI for SEO; Accounting for the Butterfly Effect in Your SEO; Capturing ROI for Site Search; Tracking Offline Sales; Concluding Thoughts; Chapter 3. Tracking and Optimizing SEO and Paid Search Traffic; Tracking Visitors and Segmenting Traffic from Search; Segmenting and Tracking Offline Transactions; Using Campaign Segmentation Data; Segmenting programs by actions; Tracking Pathing Through the Site; High Bounce Rates; Low Bounce, High Site Search.
- Low Bounce, High Pathing ExitUsing Pathing and Bounce Data; Landing Page Optimization; A/B and Multivariate Testing; A/B testing in a nutshell; Multivariate testing in a nutshell; Running a Multivariate Test; How Testing Improves Your Search Campaigns; Measuring Engagement; Example 1 of Engagement; Example 2 of Engagement; Engagement and Search Campaigns; All Traffic Is Not Created Equal; Volume of Traffic Versus Number of Conversions; Traffic from Search Engines: Not All Engines Are Created Equal; Seasonality and Traffic; Is There Value in CTR?; Capturing Traffic Volume Based on Positioning.
- Tracking Mobile Traffic--SEO Versus Paid Search.