Preface
1. Introduction to Search Analytics
-How Is Search Data Different from Clickstream Data?
-Who Are You Optimizing For?
-What Are Others Trying to Measure?
-What Do Companies Most Want to Measure?
-What Challenges Do Companies Face?
-Business Objectives
-What Auditing Tools Should I Be Using?
-An Explanation of Macro, Micro, Value, and Action Metrics
-Presenting Search Analytics-Who's Your Audience?
-Setting Expectations
-Establishing What You Will Track
-Concluding Thoughts
2. Establishing ROI
-ROI-The Universal Metric
-Interpreting Data and Studies to Build a Case
-Paid Search and ROI
-SEO and ROI
-Capturing ROI for Site Search
-Tracking Offline Sales
-Concluding Thoughts
3. Tracking and Optimizing SEO and Paid Search Traffic
-Tracking Visitors and Segmenting Traffic from Search
-Tracking Pathing Through the Site
-Landing Page Optimization
-Measuring Engagement
-All Traffic Is Not Created Equal
-Volume of Traffic Versus Number of Conversions
-Traffic from Search Engines: Not All Engines Are Created Equal
-Seasonality and Traffic
-Is There Value in CTR?
-Capturing Traffic Volume Based on Positioning
-Tracking Mobile Traffic-SEO Versus Paid Search
-Tracking International Searches and Linguistics
-Optimizing Conversion Rates for SEO and Paid Search
-Concluding Thoughts
4. Tracking Words-SEO and Paid Search
-Tracking SEO Keywords
-Tracking Paid Search Keywords
-Seasonality and Words
-Concluding Thoughts
5. Coordinating SEO and Paid Search
-Monitoring CTR from Paid Search and Applying Your Findings to SEO
-A/B and Multivariate Testing-Applying Insights from the Paid Search -Page to SEO
-Testing Titles and Descriptions in Paid Search
-Finding Your Gaps and Plugging Them with SEO or Paid Search
-Running SEO and Paid Search Together
-When 1 + 1 = 3, and When It Doesn't
-Concluding Thoughts
6. Site Search Analytics
-Site Search as Navigation
-Establishing Your Site Search KPIs
-What Is the Value of Your Site Search?
-CRO for Site Search
-Tracking Trends
-Site Search Seasonality
-Concluding Thoughts
7. Correlating SEO/Paid Search and Site Search
-Pulling Terms from Site Search for SEO/Paid Search
-Applying Site Search Patterns to SEO/Paid Search
-Site Search-Capturing and Using the Second Term
-Testing Paid Search Pages on Site Search First
-Pulling Terms from SEO/Paid Search to Improve Site Search
-Testing the Effects of Optimization on Site Search and SEO
-Concluding Thoughts
8. Competitor Research and Competitor Tracking
-Tracking Share of Voice
-Tracking Against Competitors
-Capturing Competitors' Keywords
-Capitalizing on User Behavior
-Tracking Competitors' Branded Keywords
-Capitalizing on Competitor Spikes and Marketing
-Tracking the Effectiveness of Your Competitors' Marketing Through Metrics
-Brand Conquesting
-Concluding Thoughts
9. Tracking Off-Site Trends
-Analyze: Explaining the Bumps and Spikes
-Auditing General Trends
-Measuring Off-Site Link Diversity
-Tracking Neighborhoods
-Tracking Diversity of Links
-Tracking Domain Rank and Page Rank
-Tracking External Campaigns (TV, Radio, Print)
-Tracking Social Volume and Social Media
-Tracking Changes in the SERP to Improve Clicks
-Concluding Thoughts
10. Tracking Mobile Search
-Do Desktop and Mobile Users Search the Same Way?
-How Important Is Geography for Mobile Searchers?
-Do Mobile Searchers Return More or Less Frequently?
-Tracking Paid Search on Mobile Devices
-Does Device Type Matter?
-Do Mobile Users Convert Better than Desktop Users?
-Concluding Thoughts
11. Social Media and Search
-Social Media's Impact
-Social Personalization
-Measuring Facebook
-Measuring Twitter
-Measuring +1
-Concluding Thoughts
12. Webmaster Tools-Data Direct from the Engines
-The Basics
-Google Webmaster Tools
-Bing Webmaster Tools
-Comparing Bing and Google
-Concluding Thoughts
13. An SEO Audit (On-Page Factors)
-Automating Issue Auditing
-How to Audit a Page for SEO Elements
-Auditing a Page for Engagement Tracking
-Performance Monitoring: The Speed of Your Pages
-Detecting Template Issues Versus Page Issues
-Auditing a Page for Keywords
-Auditing a Page for Placement in Your Site's Information Architecture
-Finding the Bad Stuff-404s, 302s, Multiple 301s, and More
-Concluding Thoughts
14. Dashboards and Reports
-Know Your Audience
-Understand Why Data Is Important to You
-Understand Why Data Is Important to Your Audience
-Segment! Segment! Segment!
-Dashboards for Executives
-Dashboards for Creating Action
-Dashboards Versus One-Off Reports
-Distributing Dashboards
-Building and Telling Stories with Dashboards
-One Metric (Why Leading with One Stat Can Create Action)
-Information Paralysis-When Too Much Info Creates Inaction
-Concluding Thoughts
15. Building Your Own Audit Tools and Enabling Others
-Rubrics-How to Make Them
-Answering Questions with Analytics
-Simplify Your Results
-Linking Data Sources
-Creating Alerts and Triggers, Creating Response Plans
-Overriding Your Alerts: Why and When
-Checklists of Items to Have for Setting Up an Analytics Plan
-Building Out Timelines
-Establishing Roles
-Being OK with Numbers Going Down
-Concluding Thoughts
Appendix: Tool Listing
Index
