Mastering Search Analytics: Measuring SEO, SEM and Site Search

by Brent Chaters

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

Product Details

ISBN-13:	9781449302658
Publisher:	O'Reilly Media, Incorporated
Publication date:	11/01/2011
Pages:	400
Product dimensions:	7.00(w) x 9.10(h) x 0.90(d)

About 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.

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