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
Ms in data analytics
In my last article, Search Marketing is a Game of Resources, I shared with you how improving your site’s conversion rate and profitability is essential if you want to compete in search engine marketing. The ecommerce businesses with the resources and money are much better positioned to compete for organic and paid positions, and their success will feed even more profits back into the business, to be used in their marketing machine. In my last article, I shared a case study where just the act of improving our site’s internal search performance resulted in a 6% increase in overall sales. In addition to that, our telephone sales representatives also saw a boost in productivity, because they started using the new site search when consulting with customers over the phone. Even small increases in profits add up, and they can mean the difference between being able to buy top positions in Google Adwords, or not being able to afford any advertising at all. Are You Flying Blind? So … [Read more...] about Are You Losing Money With Poor Internal Site Search?
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
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
A question I get asked pretty often is, “What tools do you use for managing paid search ad campaigns?” I love this question, especially when there are other paid search managers within earshot. Everyone’s got their favorite tools and everyone wants to add their two cents’ worth. More often than not, I go home with a list of interesting tools I’ve never heard of before. We’re going to have that exact conversation in a few weeks at the SMX East “What’s in my SEM Toolbox?” panel on Oct 3rd in NYC. You are all invited to come learn about the tools that search marketing experts Andrew Goodman and Elizabeth Marsten are using on a day-to-day basis. I can guarantee you’ll pick up more than a few new ideas. I will be moderating that panel but not presenting, so I thought it might be fun today to take an impromptu look inside my own SEM toolbox and talk about the tools I like to keep within arm’s reach. As you’ll see, some … [Read more...] about What’s In Your SEM Toolbox? I’ll Show You Mine…