Search Analytics: My SEMPDX Presentation

Ian Lurie

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:

  1. Reports do not equal analytics. Analytics mean you did the work of analysis.
  2. 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.
  3. Look at all of these statistics together. Looking just at pageviews or bounce rate can lead to snap judgments.
  4. 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
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, 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 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

Start call to action

See how Portent can help you own your piece of the web.

End call to action


  1. Ian –
    Thanks again for presenting at SearchFest! I think our session was a success thanks to you, Stoney and Aaron. I’ll see you at the next conference. SMX Social perhaps?

  2. Hopefully yes. I’m headed to SES to be a booth babe next week…
    Thanks for inviting me to present. It really was a great, great conference.

Comments are closed.

Close search overlay