Search Analytics: My SEMPDX Presentation
Ian Lurie Mar 11 2008
Here’s the slides from my SEMPDX Presentation, ‘Search Marketing Analytics’, for those who needed them:
What I Talked About
It was a 10-minute presentation, with a few very basic points:
- Reports do not equal analytics. Analytics mean you did the work of analysis.
- At a minimum, you want to have the following data: Referring keywords; pageviews per visit, by keyword; time on site, by keyword; bounce rate, by keyword; if possible, conversion rate by keyword.
- Look at all of these statistics together. Looking just at pageviews or bounce rate can lead to snap judgments.
- If you can, compare external referring search terms to search terms entered into your site search. You can learn a lot in that comparison.
Thanks to SEMPDX for inviting me. It was a blast!
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More