search analytics
DESCRIPTION
My presentation at SMX London 2010. I try and explain what search is all about, and reports that can help you do better at both SEO and SEM.TRANSCRIPT
Search is a conversation
Tuesday, May 18, 2010
Search is a conversation
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Tuesday, May 18, 2010
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• Who are my customers?
• How do they search?
Tuesday, May 18, 2010
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Who are my customers?
methodical competitive
humanist spontaneous
fast
emotional
slow
logical
Tuesday, May 18, 2010
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How do they search?
“antivirus benchmark”
methodical
“antivirus ranking”
competitive
“easy to use antivirus”
humanist
“download free antivirus”spontaneous
fast
emotional
slow
logical
Tuesday, May 18, 2010
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How do they search?
contains keyword
number of phrases
conversion rate
benchmark 2568 (+4%) 3.7 (-3%)
ranking 456 (-3%) 4.3 (+2%)
download 314 (+4%) 2.5 (+4%)
easy 215 (-3%) 4.5 (-3%)
Tuesday, May 18, 2010
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• How good is my copy?
• What share do I have?
Tuesday, May 18, 2010
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How good is my copy?
Tuesday, May 18, 2010
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How good is my copy?
Tuesday, May 18, 2010
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How good is my copy?
contains keyword
impressions ctr
web analytics 2568 (+4%) 3.7 (-3%)
google analytics 456 (-3%) 4.3 (+2%)
yahoo analytics 314 (+4%) 2.5 (+4%)
omniture 215 (-3%) 4.5 (-3%)
Tuesday, May 18, 2010
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What share do I have?
Position
Attraction
Visibility
Tuesday, May 18, 2010
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• Are keywords connected to calls to action?
• Can Woody find what he wants?
Tuesday, May 18, 2010
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Are keywords connected to calls to action?
Tuesday, May 18, 2010
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Can Woody find what he wants?
Tuesday, May 18, 2010
Search is a conversation
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Tuesday, May 18, 2010
twitter.com/pere_rovira
Tuesday, May 18, 2010