Mastering Search Analytics. Measuring SEO, SEM and Site Search - Helion

ebook

Autor: Brent Chaters
ISBN: 978-14-493-1907-6
stron: 400, Format: ebook
Data wydania: 2011-10-07
Księgarnia: Helion

Cena książki: 118,15 zł (poprzednio: 137,38 zł)
Oszczędzasz: 14% (-19,23 zł)

Osoby, które kupiły tę książkę, wybierały także »

Tagi: Pozycjonowanie (SEO/SEM)

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

Osoby które kupowały "Mastering Search Analytics. Measuring SEO, SEM and Site Search", wybierały także:

Laptopowy Milioner. Jak zerwać z pracą na etacie i zacząć zarabiać w sieci 47,78 zł, (12,90 zł -73%)
Praktyczne zastosowanie narzędzi SEO w Twojej firmie 77,10 zł, (23,90 zł -69%)
SEO. Kurs video. Poziom pierwszy. Pozycjonowanie i optymalizacja stron WWW 79,00 zł, (31,60 zł -60%)
SEO. Kurs video. Poziom drugi. Strategie pozycjonowania i techniki pracy 69,00 zł, (31,05 zł -55%)
Laptopowy Milioner. Jak zerwać z pracą na etacie i zacząć zarabiać w sieci 39,90 zł, (19,95 zł -50%)

Spis treści

Mastering Search Analytics. Measuring SEO, SEM and Site Search eBook -- spis treści

Mastering Search Analytics
- SPECIAL OFFER: Upgrade this ebook with OReilly
- 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
- 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 Position
    - Keyword 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 AnalyticsWhos 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
- 2. Establishing ROI
  - ROIThe 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
    - Whats the Average Spend of SEO and Paid Search?
    - Whats a Visit Worth?
    - An Example of Calculating Values
    - Quickly Identifying Bad Investments
  - Paid Search and ROI
    - How to Estimate ROI for Paid Search
    - How 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
- 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 Exit
    - Using 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 TrafficSEO Versus Paid Search
  - Tracking International Searches and Linguistics
  - Optimizing Conversion Rates for SEO and Paid Search
  - Concluding Thoughts
- 4. Tracking WordsSEO and Paid Search
  - Tracking SEO Keywords
    - Developing Keyword Clusters and Finding the Short Head and Long Tail
    - Segmenting Keywords in Clusters
    - Keyword Research for New Opportunities
    - How Are People Finding Me Today?
  - Tracking Paid Search Keywords
    - Broad Match
    - Phrase Match
    - Exact Match
    - Negative Keywords
    - Tracking Broad Match Words
    - Tracking Top-Performing Words and Underperforming Words
    - Tracking Paid Search Quality Score
  - Seasonality and Words
  - Concluding Thoughts
- 5. Coordinating SEO and Paid Search
  - Monitoring CTR from Paid Search and Applying Your Findings to SEO
  - A/B and Multivariate TestingApplying Insights from the Paid Search Page to SEO
  - Testing Titles and Descriptions in Paid Search
  - Finding Your Gaps and Plugging Them with SEO or Paid Search
  - Running SEO and Paid Search Together
  - When 1 + 1 = 3, and When It Doesnt
  - Concluding Thoughts
- 6. Site Search Analytics
  - Site Search as Navigation
  - Establishing Your Site Search KPIs
    - Capturing Terms with High Exits
    - Capturing Secondary Searches
    - Capturing Pages with High Searches
    - Capturing Pages with High or Low Success Rates
    - Tracking Special Campaigns
    - Tracking Spider Volume
  - What Is the Value of Your Site Search?
  - CRO for Site Search
    - Search and Refinement
    - Language Use
    - Depth of Search
    - Repetition of Search
    - Average Ranking Clicked
  - Tracking Trends
  - Site Search Seasonality
  - Concluding Thoughts
- 7. Correlating SEO/Paid Search and Site Search
  - Pulling Terms from Site Search for SEO/Paid Search
  - Applying Site Search Patterns to SEO/Paid Search
  - Site SearchCapturing and Using the Second Term
  - Testing Paid Search Pages on Site Search First
  - Pulling Terms from SEO/Paid Search to Improve Site Search
  - Testing the Effects of Optimization on Site Search and SEO
  - Concluding Thoughts
- 8. Competitor Research and Competitor Tracking
  - Tracking Share of Voice
    - Refining Share of Voice
  - Tracking Against Competitors
  - Capturing Competitors Keywords
    - Mining Metadata
    - Mining Links
    - Mining Footers
  - Capitalizing on User Behavior
  - Tracking Competitors Branded Keywords
  - Capitalizing on Competitor Spikes and Marketing
  - Tracking the Effectiveness of Your Competitors Marketing Through Metrics
  - Brand Conquesting
  - Concluding Thoughts
- 9. Tracking Off-Site Trends
  - Analyze: Explaining the Bumps and Spikes
  - Auditing General Trends
  - Measuring Off-Site Link Diversity
    - Webmaster ToolsWhat It Can Tell You
      - The Site Keyword Report
      - The Links to Your Site Report
      - The Most Linked Pages Report
  - Tracking Neighborhoods
  - Tracking Diversity of Links
  - Tracking Domain Rank and Page Rank
  - Tracking External Campaigns (TV, Radio, Print)
  - Tracking Social Volume and Social Media
  - Tracking Changes in the SERP to Improve Clicks
  - Concluding Thoughts
- 10. Tracking Mobile Search
  - Do Desktop and Mobile Users Search the Same Way?
    - Why Is This Important?
    - Answering the Questions
  - How Important Is Geography for Mobile Searchers?
  - Do Mobile Searchers Return More or Less Frequently?
    - Are Mobile Users as Site-Loyal as Desktop Users?
    - Do Mobile Users Click Through Content at the Same Rate as Desktop Users?
  - Tracking Paid Search on Mobile Devices
  - Does Device Type Matter?
  - Do Mobile Users Convert Better than Desktop Users?
  - Concluding Thoughts
- 11. Social Media and Search
  - Social Medias Impact
  - Social Personalization
  - Measuring Facebook
  - Measuring Twitter
  - Measuring +1
  - Concluding Thoughts
- 12. Webmaster ToolsData Direct from the Engines
  - The Basics
  - Google Webmaster Tools
    - Messages
    - Sitemaps
    - Crawler Access
    - Settings
    - Search Queries
    - Links to Your Site
    - Keywords
    - Internal Links
    - Crawl Errors
    - Crawl Stats
    - HTML Suggestions
    - Fetch as Googlebot
    - Site Performance
    - Video Sitemaps
  - Bing Webmaster Tools
    - Dashboard
    - Crawl
    - Index
    - Traffic
    - Index Explorer
  - Comparing Bing and Google
  - Concluding Thoughts
- 13. An SEO Audit (On-Page Factors)
  - Automating Issue Auditing
  - How to Audit a Page for SEO Elements
    - Section 508, Applying to SEO Audits
    - HTML to Look For
  - Auditing a Page for Engagement Tracking
  - Performance Monitoring: The Speed of Your Pages
    - Make Fewer HTTP Requests
    - Use a Content Delivery Network (CDN)
    - Avoid Empty src or href
    - Add Expires Headers
    - Put CSS at Top
    - Put JavaScript at Bottom
    - Avoid CSS Expressions
    - Make JavaScript and CSS External
    - Reduce DNS Lookups
    - Minify JavaScript and CSS
    - Avoid URL Redirects
    - Remove Duplicate JavaScript and CSS
    - Configure Entity Tags (ETags)
    - Make AJAX Cacheable
    - Use GET for AJAX Requests
    - Reduce the Number of DOM Elements
    - Avoid HTTP 404 (Not Found) Errors
    - Reduce Cookie Size
    - Use Cookie-Free Domains
    - Avoid AlphaImageLoader Filter
    - Do Not Scale Images in HTML
    - Make Favicon Small and Cacheable
  - Detecting Template Issues Versus Page Issues
  - Auditing a Page for Keywords
  - Auditing a Page for Placement in Your Sites Information Architecture
  - Finding the Bad Stuff404s, 302s, Multiple 301s, and More
    - Dealing with Flash
    - Dealing with AJAX
    - Detecting Duplicate Content
  - Concluding Thoughts
- 14. Dashboards and Reports
  - Know Your Audience
  - Understand Why Data Is Important to You
    - Who Is This Data About?
    - What Does This Data Tell Us?
    - When Did These Changes Occur?
    - Where on Your Site Was the Impact Felt?
    - Why Did This Occur? Why Is This Important?
    - How Can We Learn from This?
  - Understand Why Data Is Important to Your Audience
  - Segment! Segment! Segment!
  - Dashboards for Executives
  - Dashboards for Creating Action
  - Dashboards Versus One-Off Reports
  - Distributing Dashboards
  - Building and Telling Stories with Dashboards
  - One Metric (Why Leading with One Stat Can Create Action)
  - Information ParalysisWhen Too Much Info Creates Inaction
  - Concluding Thoughts
- 15. Building Your Own Audit Tools and Enabling Others
  - RubricsHow to Make Them
  - Answering Questions with Analytics
  - Simplify Your Results
  - Linking Data Sources
  - Creating Alerts and Triggers, Creating Response Plans
  - Overriding Your Alerts: Why and When
  - Checklists of Items to Have for Setting Up an Analytics Plan
  - Building Out Timelines
  - Establishing Roles
  - Being OK with Numbers Going Down
  - Concluding Thoughts
- A. Tool Listing
  - Software Listings
    - Website Analytics
      - Google Analytics
      - Adobe SiteCatalyst
      - Other options
    - Link Tracking
      - Web CEO
      - Majestic SEO
      - SEOmoz Open Site Explorer (formerly Linkscape)
      - Other options
    - Page Authority
      - Google PageRank
      - mozRank
      - mozTrust
    - Ranking Position
      - SEO Rank Monitor
      - WebPosition
      - AdGooroo Paid Search Insight
      - Google Webmaster Tools
      - Other options
    - Keyword Search Volume and Competition
      - Google AdWords Keyword Tool
      - Trellian Keyword Discovery
      - Wordtracker
      - Google Global Market Finder
      - Other options
    - Social Links and Social Noise
      - SM2
      - Radian6
      - Addict-o-matic
      - Other options
    - Keyword Volume or Keyword Density on Page
      - SEO Book Keyword Density Analyzer Tool
      - SEOmoz Term Extractor
      - KGen for Firefox
      - Other options
    - Mobile and Geographic Traffic Estimations
      - Google AdWords Keyword Tool
      - Google Global Market Finder
    - Competitor Insights
      - Compete
      - Hitwise
      - Google Trends for websites
      - Other options
    - SurveysQualitative Data
      - Survey Monkey
      - 4Q (iPerceptions)
    - Multiuse Tools and Sites
      - SEOmoz
      - Web CEO
      - SEO Book
      - ClickEquations
      - Enterprise options
- Index
- About the Author
- Colophon
- SPECIAL OFFER: Upgrade this ebook with OReilly