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
Chapter 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?
What Auditing Tools Should I Be Using?
An Explanation of Macro, Micro, Value, and Action Metrics
Presenting Search Analytics—Who’s Your Audience?
Establishing What You Will Track
Chapter 2 Establishing ROI
ROI—The Universal Metric
Interpreting Data and Studies to Build a Case
Paid Search and ROI
SEO and ROI
Capturing ROI for Site Search
Tracking Offline Sales
Chapter 3 Tracking and Optimizing SEO and Paid Search Traffic
Tracking Visitors and Segmenting Traffic from Search
Tracking Pathing Through the Site
Landing Page Optimization
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 Traffic—SEO Versus Paid Search
Tracking International Searches and Linguistics
Optimizing Conversion Rates for SEO and Paid Search
Chapter 4 Tracking Words—SEO and Paid Search
Tracking SEO Keywords
Tracking Paid Search Keywords
Seasonality and Words
Chapter 5 Coordinating SEO and Paid Search
Monitoring CTR from Paid Search and Applying Your Findings to SEO
A/B and Multivariate Testing—Applying 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 Doesn’t
Chapter 6 Site Search Analytics
Site Search as Navigation
Establishing Your Site Search KPIs
What Is the Value of Your Site Search?
CRO for Site Search
Site Search Seasonality
Chapter 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 Search—Capturing 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
Chapter 8 Competitor Research and Competitor Tracking
Tracking Share of Voice
Tracking Against Competitors
Capturing Competitors’ Keywords
Capitalizing on User Behavior
Tracking Competitors’ Branded Keywords
Capitalizing on Competitor Spikes and Marketing
Tracking the Effectiveness of Your Competitors’ Marketing Through Metrics
Chapter 9 Tracking Off-Site Trends
Analyze: Explaining the Bumps and Spikes
Auditing General Trends
Measuring Off-Site Link Diversity
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
Chapter 10 Tracking Mobile Search
Do Desktop and Mobile Users Search the Same Way?
How Important Is Geography for Mobile Searchers?
Do Mobile Searchers Return More or Less Frequently?
Tracking Paid Search on Mobile Devices
Does Device Type Matter?
Do Mobile Users Convert Better than Desktop Users?
Chapter 11 Social Media and Search
Social Media’s Impact
Chapter 12 Webmaster Tools—Data Direct from the Engines
Google Webmaster Tools
Bing Webmaster Tools
Comparing Bing and Google
Chapter 13 An SEO Audit (On-Page Factors)
Automating Issue Auditing
How to Audit a Page for SEO Elements
Auditing a Page for Engagement Tracking
Performance Monitoring: The Speed of Your Pages
Detecting Template Issues Versus Page Issues
Auditing a Page for Keywords
Auditing a Page for Placement in Your Site’s Information Architecture
Finding the Bad Stuff—404s, 302s, Multiple 301s, and More
Chapter 14 Dashboards and Reports
Know Your Audience
Understand Why Data Is Important to You
Understand Why Data Is Important to Your Audience
Segment! Segment! Segment!
Dashboards for Executives
Dashboards for Creating Action
Dashboards Versus One-Off Reports
Building and Telling Stories with Dashboards
One Metric (Why Leading with One Stat Can Create Action)
Information Paralysis—When Too Much Info Creates Inaction
Chapter 15 Building Your Own Audit Tools and Enabling Others
Rubrics—How 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
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.
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.
Bottom Line Yes, I would recommend this to a friend