SEO SEM Web Analytics and 4 Rules for finding Engaged Customers

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SEO / SEM Web Analytics and 4 Rules for finding
Engaged Customers
Presented By Marshall Sponder TheAnalyticsGuru.co
m WebMetricsGuru.com Monster.com February 11,
2007 NYC
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SEO SEM and being Google Analytical are
becoming mainstream just Popularized by
Rappers!
http//www.youtube.com/watch?vc96LTLlaXew
Rapper says Become Google Analyticized
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Web Analytics and Search, like Art, requires
ideation start with questions and try find the
best answers
"Treat nature by the cylinder, the sphere, the
cone, everything in proper perspective so that
each side of an object or a plane is directed
towards a central point. Lines parallel to the
horizon give breadth ... Lines perpendicular to
this horizon give depth."Paul Cézanne
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Use Web Analytics to Compare Paid Search Traffic
vs. Organic for Customer Acquisition
Paid Search
Organic Search
Paid Search can be evaluated by the percentage of
new visits (visitors), time spent on site, Pages
per Visit and Bounce Rate. Paid Search appears
to be delivering a better experience relative to
Organic. But numbers can be deceiving many
more organic search visits vs. paid visits
results in more conversions, overall, using
Organic Search.
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We can look at the landing pages and find out if
Advertising is being run well
Paid Search
First 4 of 274 pages
Organic Search
First 4 of 19,011 pages
Paid Search is sending almost all its traffic to
the homepage of this Art Site thats usually
not recommended. Meanwhile, the Organic Search
sends 74 of its traffic to interior pages of
the site thats normally good.
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While Paid Search can be controlled and
targeted, Organic cant be targeted as well
(which is a good thing and a bad thing).
Paid Search
Organic Search
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Keyword Quality Are we going after the right
keywords and is there content answering visitors
needs (questions)?
Most content doesnt automatically convert but
its Important to understand theres two sets of
goals and measurements 1 Your
customer/visitors goals 2 Your goals
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Long Tail Traffic answers visitors questions but
theres a lot of long tail traffic.
Visitors have a lot of questions queries
containing words such as buy, bought, sold, show
(its an art site), acquire, etc, will bring up
individual visits but you cant optimize
your Site for every single visitor or can you?
Answer You can, but you have design your site
for it and have the content. CMS Platform being
used will be crucial. Also, use HitTail.
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Different versions of the keyword will be more or
less successful and more often than not its
all about Google.
So how do we use this information from Web
Analytics to help us design more effective Web
Sites? Came up with a few experiments to try out
find answers to questions
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Marshalls SEO Analytics Rule 1 Best sites for
advertising to obtain New Subscribers to Sites
Newsletter (per year) Depending on the sort
order your results will be different
Note Need to export to Excel or Access and
filter data multiple times
Answer artandauction.com, ltbmedia.com,
vanityfair.com, artforum.com, Art.blogging.la,
theartlawblog.blogspot.com, uber.com
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Marshalls SEO Analytics Rule 2 Best locations
for attracting Engaged New Visitors
Answer Coudal.com, painting.about.com,
the-artists.org, bowieart.com. Hirshorn.si.edu,
Saatchi-gallery.co.uk, etc.
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Marshalls SEO Analytics Rule 3 Best Keywords for
attracting Engaged New Visitors (Organic and
Paid)
Answer artist, artist gallery, gallery listings,
artists, new york galleries, artist directory and
new york gallery guide.
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Marshalls SEO Analytics Rule 4 Best Paid
Keywords for attracting Engaged New Visitors
Answer artist, artist gallery, gallery listings,
artists and artist directory.
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A new Place to share SEO and Web Analytics
content and ideas

• WAASOCIAL
• http//waasocial.webanalyticsassociation.org

• Free to join
• Focused on Web Analytics, SEO, SEM, Metrics in
  general
• Provides a blogging, Video Stream, Audio Stream,
  Viral Marketing platform powered by KickApps
• Future Enhancements include Web Analytics and
  SEO/SEM Mentoring within the WAA and Web
  Analytics Community.
• Close association with SearchEngineWorkshops
  (John Alexander Robin Nobles, etc)
• Find members in Geo location.
• Set up Ad-Hoc meetings
• Job Search and Adverting platform

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Summary Methodical approach, using Web
Analytics, testing your assumptions and beliefs,
can pay off. Additional Refinements filter on
Geography. Note Test your assumptions and
refine them till you have a working rule set that
is adjusted for the clients site and
audience. Marshall Sponder Monster.comWeb
Analytics Association Board of Director - Social
Media Committeehttp//www.webanalyticsassociation
.org/en/cmt/?16 http//www.WebMetricsGuru.com
http//www.theanalyticsguru.com (new
blog) http//www.SmartMobs.com  Contributorhttp/
/www.artnewyorkcity.com/   (Art
NYC)http//www.my-metrics.com SKYPE  
MarshallSponder