Mastering Search Analytics

Brent Chaters

ISBN 10: 1449302653 / ISBN 13: 9781449302658

Published by O'Reilly Media, US, 2011

About this Item

Improve your search strategy, whether it's through SEO, search engine marketing, or site search. With this comprehensive guide, you learn what data to collect, how to analyze it, and how to act upon it. Learn how to develop everything from an executive level dashboard and ROI measurement to a deep analysis of a specific term or word to see how it can improve your overall ranking. The book includes an overview of analytic tools and how they work with either your SEO arsenal or your ability to unearth market opportunity and analyze competitors. Learn how and when you should use each metric presented, and discover how to improve the search experience for both customers and spiders. It's ideal for search specialists, webmasters, and search marketing managers. * Get in-depth coverage of a vital topic that isn't covered in detail elsewhere * Manipulate and correlate different data sets to provide accountable and actionable analytics * Learn the difference between macro, micro, value, and action metrics * Use site audit results to further optimize a page, site section, or the entire site * Provide metrics to help sell the value of search to executives in your company.

Seller Inventory # LU-9781449302658

Bibliographic Details

• Title: Mastering Search Analytics
• Publisher: O'Reilly Media, US
• Publication Date: 2011
• Language: English
• ISBN 10: 1449302653
• ISBN 13: 9781449302658
• Binding: Paperback
• Condition: New

About this title

Synopsis

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

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.