What to Track, Tracking Tools, Basic SEO and PPC Tracking
efficiency
- search engine’s contributing the most to the bottom line
- search engine’s delivering biggest bang for the buck
- what should be allocated by spending to optimize PPC program?
- what will be the increase in organic traffic?
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why track
- highly competeive space
- different factors affect success
- measuring shows affects of changes
- incremental improvement
basic seo and ppc tracking
- traffic measures
- clicks
- entries or lands
- page views
- visits
- visitors
- outcome measures
- conversions
- engagement
- revenue
- efficiency measures
- conversions per click
- conversions per visit
- conversions per visitor
Basic SEO and PPC Tracking
- Clicks - Someone selects your search engine result on the SE or your PPC advertising
- Hit - Single request to your website for some object
- Entry or Land - a visitor comes to your site
- Referring Site - full URL of the site and page from which the user came
- Visit - also called a session. all the pages viewed by a user on a single browser session (usually ends if there is a 30 gap between requests)
- Cookies - most common technique for measuring visitors. tracks a specific computer - not a person. not accepted by all browsers
- PPC visitors - visitor: the generic term that applies to a single cookied cocmputer
- Daily Unique - count of daily visitors from unique IP addresses
- Conversions - events that your care about. the goal of your PPC campaign. e.g. purchase, request information, complete survey, signup for newsletter, etc…
the speaker from microsoft is pushing this for “SEM Measurement”: http://webmaster.live.com/, which keeps track of basic SEM goals:
- amount of traffic to your site
- traffic to target keywords for optimization or purchase
- success rate / conversions
- users’ interests for targeting landing pages
- what search terms drive the most traffic? (and which aren’t driving traffic)
- what search terms dive the most organic traffic, and paid traffic?
- what search terms generate the most conversions?
- how deep are visitors going? measure how many page views visitors have by engine and search term. time spent on site
- what search terms and search engines are sending the most engaged visitors
- which search terms and engines generate the most engagements per visitor
- tracking over time
- visible impact changes in SEO are having
- compate with PPC probem - which is sourcing better qualified visitors?
- has your SEO produced more traffic and visitors who are more likely to become engaged?
- has SEO improved or declined with respect to a particular engine?
- has amount of traffic from natural vs. paid shifted over time?
the speaker from icrossing is pushing paid search in addition to organic. basically he’s saying that if you appear in both the paid search results and the organic ones, the user is more likely to trust your site. go figure…
tracking tools
- Server Side (on your own server)
- click tracks
- web trend analytics
- client site by 3rd party:
- google analytics
- omniture
- hbx
- specific tools:
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