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!
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More