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Mastering Search Engine Analytics for Targeted Traffic Growth

Learn how to understand and analyze your website audience, optimize for search keywords, and leverage pay-per-click advertising to drive targeted traffic. Discover the importance of keyword demographics and search funnels in maximizing online visibility.

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Mastering Search Engine Analytics for Targeted Traffic Growth

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  1. Search and the New EconomySession 3Search Engine Analytics Prof. Panos Ipeirotis

  2. Today’s Objectives • Understand current audience • Get intelligence from referring URL’s • Get intelligence from search keywords • Plan and optimize site for target audience • Optimize internal search • Optimize external search • Keyword-based Advertising (Pay per Click, PPC) • Understand pricing model • Understand keyword selection principles • User generated content and ads • Advertising Networks • Guest speaker: Heath Row, Research Manager at Doubleclick

  3. Understanding Own Website Audience • Who are these people? • Analyze URLs • Analyze Keywords

  4. Analyzing Referral URLs: Demographics • QuantCast for CNBC

  5. Analyzing Referral URLs: Affinities • QuantCast for CNBC

  6. Analyzing Referral URLs: Upstream and Downstream • Where referral site gets traffic from • Where referral site sends traffic to

  7. Live Demos on QuantCast and Compete • Sites that you would like to analyze?

  8. Keywords: Embracing the Long Tail • How thick is your “head”? (Explains potential risk.) • What is the distribution of Branded & Non-Branded keywords? Head Tail

  9. Keyword Composition • Classification of queries in search engines • Navigational • Transactional • Informational • Keywords with your brand are navigational • In principle, there should be no competition • Site should rank high • Typically in the head of the distribution • Non-branded keywords are the real target Aware/Loyal Customers Competitive/Searchers Customers

  10. Analyzing Keyword Queries: Funneling • What is the intent of customers that type such queries? • Hint: What they searched before/after? • Search Funnels: http://adlab.msn.com/searchfunnel/ • How can you catch customers earlier? • What customers do when they leave?

  11. Get Keyword Demographics • Keywords have demographic signatures • Microsoft adCenter Demographics Prediction: http://adlab.msn.com/DPUI/DPUI.aspx • Quantcast http://www.quantcast.com/keyword:keyword • Example: [posters]

  12. Get Keyword Demographics • Example: [Jessica Alba]

  13. Today’s Objectives • Understand current audience • Get intelligence from referring URL’s • Get intelligence from search keywords • Plan and optimize site for target audience • Optimize internal search • Optimize external search • Keyword-based Advertising (Pay per Click, PPC) • Understand pricing model • Understand keyword selection principles • User generated content and ads • Advertising Networks • Guest speaker: Heath Row, Research Manager at Doubleclick

  14. Going Beyond Existing Traffic • So, we know what people come to the website • How can we get customer for other keywords? • Search Engine Optimization (SEO) • Pay-per-Click Advertising • Advertising Networks

  15. What is Search Engine Marketing (SEM)? • Search Engine Optimization (SEO) • Improve “organic” result rankings on search engines • Adjust elements important to search engine algorithms • Pay Per Click Advertising (PPC) • Also known as “sponsored results”, advertising that appears to the top, bottom, or side of search engine natural results • Typically cost is generated on a “pay-per-click” model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of “cost per impression”.

  16. Search Marketing Facts • 80.6% of searches use 2 or more words (current trend is 2-3 word searches) • 87% of searchers do not search past the first page of results • 33% of searchers believe that the top ranking is also the top brand of the industry. • 56% of retailers say that 10-40% of their total orders come from PPC advertising • 62% of users do not know the difference between paid vs. natural listings (source: Pew Search Engine Users Study)

  17. Why Search Engine Marketing?. • Highly effective and targeted form of advertising • High effectiveness given the cost

  18. Search Engine Optimization • Commonly forgotten step: Internal Optimization • People increasingly search internally (>10% and increasing) • Obvious influence of Google • Internal searches have nothing to do with external • Nicely optimized sites: Amazon, CNN • Many badly optimized: (See example of H&R)

  19. H&R desktop software • Many online solutions, but customers also want software …simply losing 10% of customers (at $20 to $90 a pop) can be costly

  20. Content Edits (see also Session 1) • Keyword should appear in: • Domain (if possible) • Filename / URL • Title tag • Meta keyword, Meta description • Bold text • Link text • Overall content of the page • Put ALT tags in images (accessibility as well)

  21. How Important Are Links? (see also Session 1) • Important ranking factor (see Session 1) • Put links back to the website in press releases • Put links in profiles from social networking sites

  22. Get Indexed • Many sites only partially indexed, or not at all • Deep link structure • Only search-based access • Simple solution: Using Sitemap Protocol • http://www.sitemaps.org • Sends lists of URLs to crawl to search engine • Typically improves indexing speed and coverage

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