Analytics Matched Search Queries Vs. AdWords Keyword Details Report. A question recently came across my desk regarding the use of the Matched Search Queries Report in Analytics when compared to the Keyword Details Report in AdWords.
The inquirer was interested in the benefits or drawbacks to both reports, also asking if they were interchangeable. I figured this was a great question to answer in the Search & Analytics field, so I’ll do my best to define and give my opinion regarding the pros, cons and interchangeability of these two complex reports. First, we need to understand what each report provides data-wise. Let’s take a look at the basic data available for each one. Matched Search Queries Report This report offers insights into the keywords searched for that lead to paid advertising conversions. VisitsPages per VisitAverage Visit Duration% New VisitsBounce RateGoal CompletionsRevenue The e-commerce tab of the report offers additional data: TransactionsAverage ValueE-commerce Conversion RatePer Visit Value Pros & Cons For Matched Search Queries Report Pros.
How To Build A Better B2B SEO Strategy In 2013. It’s the last week of 2012.
If you’re reading this column, you are forsaking at least a bit of much needed rest for some serious B2B SEO planning in 2013. For me, the few days ahead are about research, preparation, and getting milestones in place for client initiatives (and probably finishing one or two or three outstanding commitments as well). The tactics designed to support your B2B SEO plan most likely include content marketing, third-party link outreach, and social media development, as well as a few enhancements related to Web development. It’s one thing to know these are the important tactics to execute, but it is another to figure out where to find inspiration for execution. Here are places within your own traffic reporting tools to look first, when crafting tactics for a B2B SEO strategy in 2013.
Keyword Referral Data It seems obvious but is often overlooked; at least, the long-tail. Getting a lot of irrelevant data? Visitor Activity In Coordination With Search Referral Data. Take Twitter campaigns to the next level with SEO data. You drive amazing amounts of traffic to your sites, grow conversions and engage with thousands of users over social media.
Want to take your search and social efforts to the next level? Try forming a Social-SEO super group to exploit synergies, foster collaboration and deliver better results across Social and SEO. Integrating your online marketing efforts is all about breaking down silos and delivering amazing results for brands and agencies. Social and SEO marketers can be a big part of this. As marketers, our ultimate aim is to have one marketing super group with PPC, SEO, Social and Display working together seamlessly. Aligning Your SEO & Social Teams For many an organization, the social team is in charge of engaging users, customers and influencers, based on their understanding of what these audiences care about. Now, let us look at the SEO side. How To Create Your SEO & Social Super Group Step 1 – Think Keywords SEOs know keywords. Step 2 – Identify Keywords Trending In Social Media.
14 Ways to Link Social and SEO. Harry Gold | April 23, 2013 | 13 Comments inShare173 Social media marketing and SEO are attached at the hip and should always be run in tandem and concurrently.
Today it's quite normal, and in fact standard, for companies to expend amazing amounts of time and resources on social media marketing. But it's clear to me that one simple fact is constantly lacking in their strategies and tactics - SEO. That fact is that success in social, especially for B2B companies, is very often realized through search.
Google and other engines are reading and scanning what's happening in social media. Fidelity Twitter tweets and Facebook posts being indexed in Google: Trending topics in Twitter displayed in Google index: While writing and publishing brilliant and entertaining social content can certainly make a splash, encourage engagement, and move the needle in terms of your thought leadership and brand, your typical social post is oftentimes at best a literal flash in the pan. 5 Ways to Improve B2B SEO Conversion Rates & Benchmarking Data. In late October MarketingSherpa published a chart from their 2012 Website Optimization Benchmark Report, highlighting average conversion rates broken down by industry.
B2B search marketers certainly obsess about conversion metrics and this chart does well to provide broad expectation for success, from an industry perspective. That said, the associated article does a good job identifying important considerations in addition to just benchmark information. How do you define conversion? How do you use benchmark data? For this article, I want to look deeper into the improvement of conversion rates for the B2B website. Here are five recommendations for B2B search engine marketers who seek to improve conversion rates and leverage benchmark data. 1.
The first striking thing about the MarketingSherpa chart was the type of conversions B2B marketers were tracking. Some of the types of conversions we recommend to clients include: A somewhat generalized client example: 2. By definition: 3. 4. 5. How to do Awesome SEO Keyword Research for a Large, Templated Site. This series (which began here and continued here) has aimed to put forward some ideas around how to improve keyword research in order to make it more rigorous and efficient.
In order to say that any keyword research process is worth using, it should allow you to: Do away with the need for an SEO professional to manually assess keywords and make judgment calls on which keywords to include in the final list.Put’s Google Keyword Tool data into context.Complete it in half a day.Quickly refresh your keyword list once movement in keyword position has taken place. Two statements sum up the principles behind our approach to keyword research: Great keyword research involves making keyword list refinement robust and efficient through the use of an algorithm based on several keyword metrics.You don’t have to have just one keyword research methodology. Different approaches should be used to get to the same great quality keyword list depending on the type of site you are working with. Summary. How to do Awesome SEO Keyword Research for a Standard Website.
Note: This article is part of a series.
To understand this piece I recommend you read part 1, which can be found here. Here's a downloadable Excel template to help you execute the process described in the article. Here’s the process in a diagram: How do you build a keyword list for a relatively normal site with limited amounts of template content? In these engagements you build a keyword list and then optimize individual pages for individual terms. But First, a Note on Search Volume Search volume data from the Google keyword tool is bullshit. The simple truth is: you shouldn’t rely on individual datapoints coming out of Google's keyword tool. On the other hand, it’s the only real source of data on any keyword; Analytics is only going to give you data on stuff you already rank for. You can use a simple equation to try and reduce our reliance on individual data points that come from the Google keyword tool; we call it “relative search volume”.
Discovery Through Your Account Manager/Client. End Dirty SEO Keyword Research Now! Keyword research is hugely important.
The success of your entire SEO engagement depends on getting this piece of work right. Why? Because an informed client will judge you on how visible their website becomes for the terms in their SEO keyword list, and that list is the product of your keyword research. What Constitutes Good Keyword Research? To improve keyword research, start with a really tight definition of what successful keyword research looks like. “I’m confident we’ll be able to get the client’s site to rank well against all keywords in the list.” Kind of sound like you? Are there keywords you’re tracking but not really making any progress against, usually because the site isn’t ranked at all for the term?
Why is Keyword Research Not This Good All the Time? Another prerequisite of improving keyword research is to face up to what you’re currently doing that is holding it back from being the best it can be. This process is bad. The Keyword Research Dream Interested in knowing more? How to Forecast the Future Value of SEO in 7 Steps. One of the biggest challenges for any business, not just in the SEO sector, is being able to accurately forecast and measure the size of their market opportunity.
For decades successful businesses have been built, grown, and acquired, partly based on their ability to measure opportunity and work toward attainable forecasts. Now, not every forecast is 100 percent accurate and that is certainly not the subject of my post today. Developing a discipline of forecasting and using that information to focus on the most attractive value opportunities in the competitive field of SEO puts you, as an agency, independent specialist, or brand ahead of your business competition. My last post offered some ideas on how to measure ‘Share of Voice’ in order to get ahead of the competition. Now let's go one step further, talking about search opportunity forecasting and explaining why estimating the future value of SEO matters. We are in an industry that is 15 years old and growing rapidly. The Business of SEO. 53% of Organic Search Clicks Go to First Link [Study] How important is it to be on top?
In search marketing, the difference between a first and second place listing can be huge, according to new research from Compete.com. Their recent analysis of "tens of millions" of consumer-generated search engine results pages from the last quarter of 2011 highlights a few interesting insights for marketers. As shown in the illustration above, 85 percent of all listings shown are organic, with 15 percent paid search listings. Overall, 55 percent of search engine results pages have ads. When it comes to clicks on those organic listings, 53 percent go to the top result. “Since the vast majority of listings on a SERP [search engine results page] are organic, and the majority of clicks are on the first listing, it’s imperative that brands strategy including constantly monitoring results due to the ongoing evolution of search engine algorithms,” Compete analysts advise.
Paid listings perform far better at the top, as well. Bare Minimum SEO: 3 Things You Must Do. If you could do only three things for SEO, what would they be? This is a question encountered by many smaller businesses, and even somewhat larger companies, either due to not having enough people (time) and/or dollars available to invest in a big way. If this is a scenario you’re facing, what follows are three minimal SEO tasks you must do. Step 1: Check Your Indexing Status The first step is to make sure that your site is getting found! The best way to do this is to check your indexing status in Google Webmaster Tools and see how many of your pages are indexed by Google. I like to go a little further and click the "Advanced" button as well, which brings me to a screen like this: The first thing to look at is the number of indexed pages, in this case, 887.
This could be an indication of a lot of pages that are duplicates, near duplicates, pages with the noindex tag on them, or URLs that Google found that redirect to another page. If you find you have a problem, what is the next step? The Financial Justification for Search Engine Optimization. Every business grows by delivering value through products and services that fill a need, solve a problem or lead to a desired goal. To achieve this, your business must first be visible online to your ideal prospects. Enter SEO. Search Engine Optimization helps with this ‘findability’ problem. SEO can ensure that your business ranks high on search engines, attracts the right customers, showcases your value, and boosts profits continuously. No Business Can Ignore SEO Your prospects use the Web to research purchases.
I conceived the term ‘SEOnomics‘ to meld SEO with economics, a process of maximizing profits and generating big business successes through SEO. Before formulating your strategy, ask yourself these questions: Where are your customers on the Web? With a strategy harnessed to website architecture optimized for high search engine ranking, your business will be super effective in boosting sales and profits – if it has one more important element… Understanding Visitor Intent. 3 Ways to Use Social Media to Improve Your Search Rankings. Are you happy with the traffic coming to your blog or website? Have you kept up with the changes in search engine optimization (SEO)? This is essential for most businesses today. Keep reading to learn how Google changes are making social media more important and what you can do about it. Recent Google Changes Put Spotlight on Social Media On April 24, 2012, webmasters around the world were dinged by the Google “Penguin” update—one of the latest in a series of algorithm modifications designed to weed out low-value results from the natural search engine results page (SERPs).
Google's Penguin algorithm update was a recent search engine change designed to eliminate spam from the natural search results. The Google Penguin update had three primary objectives to minimize the SEO impact of the following web marketing elements: Low-quality and manufactured website backlinksOn-page over-optimization“Black hat” (or illicit) SEO techniques #1: Use Social Networks to Generate Strong Content Ideas.
The Death Of SEO: The Rise of Social, PR, And Real Content. Don’t Forget the Low Hanging Fruit in SEO. Search engine optimizers and SEO clients alike tend to often fall into a daydream state coveting the attainment of the first place ranking for their industry’s top keyword(s). You should in fact wish for this, and no doubt work for it. The problem is that many wear proverbial “blinders”, dead set on the single keyword obsession. Ultimately you find yourself many hours and resource dollars down the road albeit closer to your goal but still waiting for the money train of traffic that will undoubtedly take longer to attain.
While you plan and work toward long-term SEO goals, which is fine, you should take notice that you may have several low-hanging opportunities helping to drive short-term success as you plug away at those top terms. In short, these are the terms that can be found at bottom of the first page or the top of second page of search engine results. Where to Go and What to Do Start by logging into your Google Analytics program.
Pay Attention to the Small Things. A 6 Step Process for Keyword Research. Any good SEO campaign starts with proper keyword identification and categorization. Clients often ask how many keywords they should try to rank for. There is no “right” answer to this question. Different companies have different markets, products, and budgets that affect the equation. Here is a basic strategy for how you can approach keyword research. 1. Identify a comprehensive list of words that are relevant to your business and that indicate that the searcher may be interested in your content. 2. Use the Google Keyword Tool (along with tools like Wordtracker and Keyword Discovery if you have access) to expand the seed word list and to understand relative search volumes of all your keywords.
Keep in mind that Google's projected search volumes are typically not accurate and are really only useful in comparing the relative popularity of one word to another. 3. Your new expanded list is your "keyword universe. " 4. 5. "Dog Food For Sale in Pacific Beach, California: Buy Online and Save" 6. 9 Ways to Completely Sabotage Your Global SEO Strategy. Are You A Strategic SEO Thinker? 11 Content Optimization Techniques for Content Marketers. How to Protect Your Site from Negative SEO. URL Structure: Tips for Combining SEO and URL Best Practices.
SEO is More Than Link Building. 6 SEO Tools to Analyze Your Site Like Google Does. The Periodic Table Of SEO Ranking Factors. 12 Must-Have Resources for Getting Started With SEO. Google Penguin 1.1 Pushed Out As Some Sites Report Recovery. Top Google Result Gets 36.4% of Clicks [Study] How to Track, Analyze, and Improve Your SEO Strategy. Key Tips on Measuring SEO and Keyword Performance. 3 Proven Ways to Convert Traffic From Search.
How to Approach International Online Search Marketing. 5 Best Practices for Global SEO. Deconstructing the Qualities of High Quality SEO Links. Why Search Retargeting Must Be Part of Your Online Marketing Strategy [Infographic] Search Engine Marketing - Four Keyword Research Mistakes to Avoid at All Costs. 13 Tips for Increasing Your Company's Google Rank. Paid Search Drives $6 In Local Sales For Every $1 In Online Sales. So, did you get mauled by the Panda?