Search Marketing Metrics That Matter
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View the full recorded webinar at http://bit.ly/11dn0Zr. Search marketing has changed dramatically since Google’s Penguin and Panda updates, which took aim at mediocre content and sketchy SEO practices. There has been a fundamental shift towards the creation of quality, relevant content, and Google’s emphasis on personalization and localization represents a major change in how marketers approach and measure their search marketing efforts. How should you be measuring search marketing? In this webinar, Janet Driscoll Miller will discuss the variety of ways to measure different goals using tools like Google Analytics and Google Webmaster Tools, as well as marketing automation and CRM software. What you will learn: • Why search engine rankings are not the most accurate measurement of your SEO • How Google+ is changing the game when it comes to getting indexed • Content and social media metrics you should be considering when measuring search efforts • Tools to consider to help you get a clearer picture of your search marketing results
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Search Marketing Metrics That Matter
- 1. @marketingmojo | #mojowebinar | marketing-mojo.com Janet Driscoll Miller, President and CEO
- 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTER Janet Driscoll Miller President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller
- 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
- 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
- 5. @marketingmojo | #mojowebinar | marketing-mojo.com HOW SEARCH HAS EVOLVED
- 6. @marketingmojo | #mojowebinar | marketing-mojo.com TOP RANKINGS GET MOST CLICKS, RIGHT?
- 7. @marketingmojo | #mojowebinar | marketing-mojo.com FIVE DISRUPTIONS IN ORGANIC SEARCH 1. Universal Search 2. Personalized Search 3. Google Search + Your World 4. Rich Snippets
- 8. @marketingmojo | #mojowebinar | marketing-mojo.com EFFECT OF RICH SNIPPETS ON CLICKS 68.90% 23.30% Control: No Rich Snippets 1st Result 2nd Result 3rd Result 4th Result 40.20% 23.70% 28.90% 7.20% Authorship Snippet
- 9. @marketingmojo | #mojowebinar | marketing-mojo.com FIVE DISRUPTIONS IN ORGANIC SEARCH 1. Universal Search 2. Personalized Search 3. Google Search + Your World 4. Rich Snippets 5. Mobile
- 10. @marketingmojo | #mojowebinar | marketing-mojo.com MOBILE RESULTS
- 11. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT ARE YOU TRYING TO ACHIEVE?
- 12. @marketingmojo | #mojowebinar | marketing-mojo.com Then are rankings the best measure? No.
- 13. @marketingmojo | #mojowebinar | marketing-mojo.com HOW SHOULD I MEASURE?
- 14. @marketingmojo | #mojowebinar | marketing-mojo.com ORGANIC SITE TRAFFIC • Identifies if we are bringing in traffic via organic search • See organic as a percentage of all referring methods
- 15. @marketingmojo | #mojowebinar | marketing-mojo.com CAUTION: KEYWORDS • (not provided) • Use Google Webmaster Tools for this data • Import GWT data into “queries” in Google Analytics
- 16. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE ANALYTICS GOALS • 20 goals total per profile • Similar to AdWords conversions, they can literally be about anything!
- 17. @marketingmojo | #mojowebinar | marketing-mojo.com LEADS/OPPORTUNITIES/SALES • MQLs and SQLs • Pull from marketing automation or CRM
- 18. @marketingmojo | #mojowebinar | marketing-mojo.com ECOMMERCE SALES • Ecommerce: Set up ecommerce module in Google Analytics
- 19. @marketingmojo | #mojowebinar | marketing-mojo.com CHALLENGE: ATTRIBUTION • Many CRM tools only allow single attribution › First touch › Last touch • Consider setting up custom fields for tracking • Tools in Google Analytics
- 20. @marketingmojo | #mojowebinar | marketing-mojo.com
- 21. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE ANALYTICS ATTRIBUTION MODELING • Allows you to set up various types of attribution (even custom) based on how you want to track • Requires a new property or account › Add tracking code to the site › support.google.com/analytics/answer/2817075 Last Interaction First Interaction Time Decay Linear Position Based
- 22. @marketingmojo | #mojowebinar | marketing-mojo.com Source: Occam’s Razor
- 23. @marketingmojo | #mojowebinar | marketing-mojo.com KEY TAKEAWAYS • Try to start moving away from rankings • Determine the attribution model you want to use • Install Google Analytics Universal Analytics, begin setting up Attribution Modeling • Rework your measurements!
- 24. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT’S NEXT? • Interested in hearing more about Marketing Mojo’s services? • Reach out to Janet & start a conversation! jmiller@marketing-mojo.com 800-939-5938 x101
- 25. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller jmiller@marketing-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller
Notas do Editor
- REPLACE WITH JANET AND JENNY
- Top rankings get the most clicks, ergo we should measure rankings to understand our potential for visibility and traffic and thereby SEO success. However there were five major disruptions that changed the ability for rankings to be an accurate measurement.
- Show example search for “siberian tiger” https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
- Means more clicks From a PR perspective, don’t you want to get published by the author that can get the most visibility for that article?
- Show example search for “siberian tiger” https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
- Rankings on mobile may be very different than those on desktop 13% of our site visits come from mobile at Search Mojo Majority from iphone
- Ask yourself The answer is likely leads or sales
- Start at the end
- Then show live choice of overview: https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-overview/a1387340w2430566p2470811/%3F_u.date00%3D20130101%26_u.date01%3D20130529%26overview-graphOptions.primaryConcept%3Dbigfunnels.conversions%26_.bfDataSetType%3DALL/
- Only available through universal analytics Last: last thing gets 100% of the credit for the goal First: first thing gets 100% of the credit for the goal Linear: each touchpoint gets an equal share of credit if a goal is reached Time Decay: touchpoints closest in time to the goal receive more credit Position Based: 40% credit is assigned to the first and last touchpoints, and middle ones each get 20%
- Kari