Mastering Search Analytics: Measuring SEO, SEM and Site Search [NOOK Book]

Overview

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 increase your conversion rate.

Learn how to measure, test, analyze, and interpret all of your search data with a wide array of analytic tools. Gain the knowledge you need to determine the strategy?s ...

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Mastering Search Analytics: Measuring SEO, SEM and Site Search

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Overview

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 increase your conversion rate.

Learn how to measure, test, analyze, and interpret all of your search data with a wide array of analytic tools. Gain the knowledge you need to determine the strategy’s return on investment. Ideal for search specialists, webmasters, and search marketing managers, Mastering Search Analytics shows you how to gain better traffic and more revenue through your search efforts.

  • Focus on conversion and usability—not on driving larger volumes of traffic
  • Track the performance of your SEO and paid search keywords
  • Apply techniques to monitor what your competitors are doing
  • Understand the differences between mobile and desktop search
  • Learn how social media impacts your search rankings and results
  • Audit your site for problems that can affect users and search spiders
  • Create dashboards and expanded reports for all of your search activities
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Product Details

  • ISBN-13: 9781449319076
  • Publisher: O'Reilly Media, Incorporated
  • Publication date: 10/7/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 400
  • Sales rank: 928,920
  • File size: 31 MB
  • Note: This product may take a few minutes to download.

Meet the Author

Brent Chaters, a Senior Leader of SapientNitro’s Analytics and Search practice, currently works with many fortune 500 companies and executives to help them better understand and improve their search and marketing strategies. A former member of Hewlett Packard’s worldwide team, Brent helped to create and implement some of HP’s first SEM and SEO programs. Brent has worked in several countries to establish SEO programs based on solid metrics, and helps clients continually improve search results.

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Table of Contents

Preface

Chapter 1: Introduction to Search Analytics

Chapter 2: Establishing ROI

Chapter 3: Tracking and Optimizing SEO and Paid Search Traffic

Chapter 4: Tracking Words—SEO and Paid Search

Chapter 5: Coordinating SEO and Paid Search

Chapter 6: Site Search Analytics

Chapter 7: Correlating SEO/Paid Search and Site Search

Chapter 8: Competitor Research and Competitor Tracking

Chapter 9: Tracking Off-Site Trends

Chapter 10: Tracking Mobile Search

Chapter 11: Social Media and Search

Chapter 12: Webmaster Tools—Data Direct from the Engines

Chapter 13: An SEO Audit (On-Page Factors)

Chapter 14: Dashboards and Reports

Chapter 15: Building Your Own Audit Tools and Enabling Others

Tool Listing

Colophon

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted September 13, 2012

    Chat room

    0 out of 1 people found this review helpful.

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  • Posted July 29, 2012

    Excellent book. Extremely Well written

    More depth with clearly written thought process. For the executive or the web master.

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted October 24, 2012

    No text was provided for this review.

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