Mastering Search Analytics
Measuring SEO, SEM and Site Search
Publisher: O'Reilly Media
Released: October 2011
Pages: 400

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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4.0

In-depth look into search analytics

By Matt the Matman Brier

from Louisville, Ky

About Me Developer, Sys Admin

Verified Reviewer

Pros

  • Easy to understand
  • Well-written

Cons

    Best Uses

    • Intermediate

    Comments about oreilly Mastering Search Analytics:

    With "Mastering Search Analytics" Brent Chaters aims to write a comprehensive book on the why's and how's of search analytics. Combining the disciplines of marketing and analysis with the art of search engine optimization(SEO) the book gives valuable tools in how to make your company stand out in world of information overload. Chapters range from researching the return on investment(ROI) for your ad-words and SEO program to looking where paid search and SEO overlap to help streamline projects to improving your click through rate(CTR) and more. Additionally a good portion of the book is dedicated to analyzing and optimizing site search, mobile web interface, and social media.The book is well written and does a good job of explaining a somewhat complicated subject in an easily digestible format. This book is really aimed at those who specialize in search marketing and/or analysis. A fact that I had not taken into consideration in picking it to read. I was originally looking for some ideas that I could apply to a couple of personal projects. While the scope of this book easily overshoots what I was looking for, I was able to pull some ideas from it. It also helped me to re-frame the way I was thinking about search optimization and gave some me additional insight into tools that I am not using to their fullest extent.Bottom line, this is a book that I would recommend to anyone already involved in search optimization or analysis. If you are just getting started in this area, this book will be helpful, but I wouldn't necessarily start here.

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