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!