In Part 1 of my interview with renowned information architect Lou Rosenfeld, author of Search Analytics for Your Site: Conversations with Your Customers, he defined site search analytics (SSA), suggested keyword patterns to monitor, and outlined some differences between web searchers and site searchers. In Part 2, we discuss relevancy scores, site search analytics that can improve navigation, some insightful tests you can use on your own site. Enjoy! Q. Relevancy is important for both Web search engine optimization (wSEO) and site search engine optimization (sSEO). How can site search analytics (SSA) help website owners identify relevant content that can be more relevant? Can you give an example? Rosenfeld: Analyzing common queries that retrieve zero search results may help figure out why you content isn’t being retrieved. But it also can tell you about content that you should make available (but don’t). And where you find content gaps, you find opportunities. For example, … [Read more...] about Interview With Louis Rosenfeld, Author of Search Analytics—Part 2
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As search engine optimization (SEO) professionals, we focus on keywords, aboutness, and information scent. What keyword phrases best describe a webpage, a graphic image, and/or a video? How can we ensure that information scent gets stronger from search engine results page (SERP) to a web page on our websites? One of the untapped places to conduct keyword research effectively is the analytics data from your site search engine. In his book, Search Analytics for Your Site: Conversations with Your Customers (*use Discount Code “SEL” to receive 15% off the book now*), information architect Louis Rosenfeld describes how website owners can implement various metrics on their site search engine to: Better understand searcher needs Improve your website content, site navigation, and search performance Understand keyword phrases in context Get useful qualitative and quantitative metrics Lou has graciously agreed to an interview for Search Engine Land readers. For the next two … [Read more...] about Search Analytics – Interview with Louis Rosenfeld: Part 1
Many businesses seek to target local searchers for their products and services, and careful review of a site’s analytics is one of the key weapons in a local business’s competitive arsenal. Here are a few tips on what metrics to look at and how to use some of them in optimizing your site to rank better in local search results. I recently had the pleasure of speaking at the SMX Search Analytics conference, and one of the topics I spoke upon was how to use Google Analytics in optimizing local sites. Some of the examples in this article come from that presentation, and I’m adding a few other details to the mix. First, to set the stage, many businesses have a moderately good idea as to the sort of keyword phrases for which they would like to rank. A “family law” attorney in Miami, might believe they should appear high in the results for all “family law” queries, but if they ranked at the top of all searches for that phrase tons of people elsewhere … [Read more...] about Using Analytics for Local Search Optimization
Now that the 2012 U.S. Presidential election is over, there’s a bit of buzz around why some folks thought the election would be close and others who, using some solid statistical techniques, predicted a definitive (and it turns out, accurate) outcome. I want to try to explain the latter, especially for marketers. Why? Because political elections are in many ways like optimization testing: you’ve got two (or more) candidates and the “market” is choosing between them. So we can gain insight from understanding political polling that can assist us in our testing efforts and the metrics we use to judge them. The Math-Lite Explanation And, I’m going to attempt this without using much math. Why? Because many readers are marketers, and numbers can be… a challenge. You can always go dig up your local “small data” geek when you need to run such numbers yourself — so let’s focus on the concepts. First off, to avoid the inevitable … [Read more...] about Polls And Testing: When Is Close No Cigar?
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Spider.io Earns MRC Accreditation For Viewable Impression Measurement In what could be a watershed moment for the ad viewability movement, web traffic analytics firm spider.io has earned accreditation by the Media Rating Council for viewable impression measurement. What sets the spider.io service apart is its ability to measure the viewability of individual display ad impressions across all major desktop browsers in any iFrame […] Facebook Starts Verifying Popular Pages & Profiles Following in the footsteps of both Twitter and Google+ (and Pinterest and other social networks), Facebook has started to verify a small number of Pages and personal profiles. There’s currently no way for a Page owner or regular user to request verification. Facebook explains how it determines which profiles and Pages might be … [Read more...] about Marketing Day: May 29, 2013