Books & Videos

Table of Contents

  1. Chapter 1 Introduction to Search Analytics

    1. How Is Search Data Different from Clickstream Data?

    2. Who Are You Optimizing For?

    3. What Are Others Trying to Measure?

    4. What Do Companies Most Want to Measure?

    5. What Challenges Do Companies Face?

    6. Business Objectives

    7. What Auditing Tools Should I Be Using?

    8. An Explanation of Macro, Micro, Value, and Action Metrics

    9. Presenting Search Analytics—Who’s Your Audience?

    10. Setting Expectations

    11. Establishing What You Will Track

    12. Concluding Thoughts

  2. Chapter 2 Establishing ROI

    1. ROI—The Universal Metric

    2. Interpreting Data and Studies to Build a Case

    3. Paid Search and ROI

    4. SEO and ROI

    5. Capturing ROI for Site Search

    6. Tracking Offline Sales

    7. Concluding Thoughts

  3. Chapter 3 Tracking and Optimizing SEO and Paid Search Traffic

    1. Tracking Visitors and Segmenting Traffic from Search

    2. Tracking Pathing Through the Site

    3. Landing Page Optimization

    4. Measuring Engagement

    5. All Traffic Is Not Created Equal

    6. Volume of Traffic Versus Number of Conversions

    7. Traffic from Search Engines: Not All Engines Are Created Equal

    8. Seasonality and Traffic

    9. Is There Value in CTR?

    10. Capturing Traffic Volume Based on Positioning

    11. Tracking Mobile Traffic—SEO Versus Paid Search

    12. Tracking International Searches and Linguistics

    13. Optimizing Conversion Rates for SEO and Paid Search

    14. Concluding Thoughts

  4. Chapter 4 Tracking Words—SEO and Paid Search

    1. Tracking SEO Keywords

    2. Tracking Paid Search Keywords

    3. Seasonality and Words

    4. Concluding Thoughts

  5. Chapter 5 Coordinating SEO and Paid Search

    1. Monitoring CTR from Paid Search and Applying Your Findings to SEO

    2. A/B and Multivariate Testing—Applying Insights from the Paid Search Page to SEO

    3. Testing Titles and Descriptions in Paid Search

    4. Finding Your Gaps and Plugging Them with SEO or Paid Search

    5. Running SEO and Paid Search Together

    6. When 1 + 1 = 3, and When It Doesn’t

    7. Concluding Thoughts

  6. Chapter 6 Site Search Analytics

    1. Site Search as Navigation

    2. Establishing Your Site Search KPIs

    3. What Is the Value of Your Site Search?

    4. CRO for Site Search

    5. Tracking Trends

    6. Site Search Seasonality

    7. Concluding Thoughts

  7. Chapter 7 Correlating SEO/Paid Search and Site Search

    1. Pulling Terms from Site Search for SEO/Paid Search

    2. Applying Site Search Patterns to SEO/Paid Search

    3. Site Search—Capturing and Using the Second Term

    4. Testing Paid Search Pages on Site Search First

    5. Pulling Terms from SEO/Paid Search to Improve Site Search

    6. Testing the Effects of Optimization on Site Search and SEO

    7. Concluding Thoughts

  8. Chapter 8 Competitor Research and Competitor Tracking

    1. Tracking Share of Voice

    2. Tracking Against Competitors

    3. Capturing Competitors’ Keywords

    4. Capitalizing on User Behavior

    5. Tracking Competitors’ Branded Keywords

    6. Capitalizing on Competitor Spikes and Marketing

    7. Tracking the Effectiveness of Your Competitors’ Marketing Through Metrics

    8. Brand Conquesting

    9. Concluding Thoughts

  9. Chapter 9 Tracking Off-Site Trends

    1. Analyze: Explaining the Bumps and Spikes

    2. Auditing General Trends

    3. Measuring Off-Site Link Diversity

    4. Tracking Neighborhoods

    5. Tracking Diversity of Links

    6. Tracking Domain Rank and Page Rank

    7. Tracking External Campaigns (TV, Radio, Print)

    8. Tracking Social Volume and Social Media

    9. Tracking Changes in the SERP to Improve Clicks

    10. Concluding Thoughts

  10. Chapter 10 Tracking Mobile Search

    1. Do Desktop and Mobile Users Search the Same Way?

    2. How Important Is Geography for Mobile Searchers?

    3. Do Mobile Searchers Return More or Less Frequently?

    4. Tracking Paid Search on Mobile Devices

    5. Does Device Type Matter?

    6. Do Mobile Users Convert Better than Desktop Users?

    7. Concluding Thoughts

  11. Chapter 11 Social Media and Search

    1. Social Media’s Impact

    2. Social Personalization

    3. Measuring Facebook

    4. Measuring Twitter

    5. Measuring +1

    6. Concluding Thoughts

  12. Chapter 12 Webmaster Tools—Data Direct from the Engines

    1. The Basics

    2. Google Webmaster Tools

    3. Bing Webmaster Tools

    4. Comparing Bing and Google

    5. Concluding Thoughts

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

    1. Automating Issue Auditing

    2. How to Audit a Page for SEO Elements

    3. Auditing a Page for Engagement Tracking

    4. Performance Monitoring: The Speed of Your Pages

    5. Detecting Template Issues Versus Page Issues

    6. Auditing a Page for Keywords

    7. Auditing a Page for Placement in Your Site’s Information Architecture

    8. Finding the Bad Stuff—404s, 302s, Multiple 301s, and More

    9. Concluding Thoughts

  14. Chapter 14 Dashboards and Reports

    1. Know Your Audience

    2. Understand Why Data Is Important to You

    3. Understand Why Data Is Important to Your Audience

    4. Segment! Segment! Segment!

    5. Dashboards for Executives

    6. Dashboards for Creating Action

    7. Dashboards Versus One-Off Reports

    8. Distributing Dashboards

    9. Building and Telling Stories with Dashboards

    10. One Metric (Why Leading with One Stat Can Create Action)

    11. Information Paralysis—When Too Much Info Creates Inaction

    12. Concluding Thoughts

  15. Chapter 15 Building Your Own Audit Tools and Enabling Others

    1. Rubrics—How to Make Them

    2. Answering Questions with Analytics

    3. Simplify Your Results

    4. Linking Data Sources

    5. Creating Alerts and Triggers, Creating Response Plans

    6. Overriding Your Alerts: Why and When

    7. Checklists of Items to Have for Setting Up an Analytics Plan

    8. Building Out Timelines

    9. Establishing Roles

    10. Being OK with Numbers Going Down

    11. Concluding Thoughts

  1. Appendix Tool Listing

    1. Software Listings

  2. Colophon