Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
SEOs have a wide variety of tools available to them for drawing insights about website performance. This chapter provides a list of the most commonly used analytics tools. It does not give a comparison of the tools, or recommendations of which ones to use, as the right tools will depend on the needs of the […]
What is the optimal design and content for a new landing page? How can a marketer guarantee that it has the best copy for its products to delight visitors and persuade them to convert? Testing is a proven technique for learning how to optimise web content and pages to improve KPI performance. This chapter outlines […]
The purpose of analysis is to give context to the data being collected. Analysis requires a mix of skills and disciplines and requires care and attention. It is about compiling all relevant sources of data, interrogating them and piecing together the jigsaw to translate the raw information into genuine insights. This chapter outlines how to […]
Reporting is a key part of an SEO practitioner’s workload and an important way to communicate the impact that SEO campaigns are having on the business. This chapter outlines the steps SEOs need to take to create effective reports for different stakeholders. Defining requirements When building reports for the company, bear in mind that these […]
Different companies will have slightly different goals for their websites, depending on the nature of their business. Not all websites provide an online transactional service. For example, while an online retailer will be aiming to secure sales, a B2B will more likely be looking to generate leads. Whether the site will carry out ecommerce tracking […]
When it comes to being a smarter online marketer, it is necessary to start thinking beyond SEO, particularly when it comes to analytics. Even professionals whose jobs are focused on SEO can learn from other channels and the data these channels provide. This chapter and the chapters that follow cover the essentials around measurement and […]
Once the benchmarking and auditing of the company’s current situation has been carried out, the key performance indicators (KPIs) have been established and return on investment (ROI) calculated, it is time to build a plan based around business goals and audit weaknesses or gaps. This chapter outlines the steps search marketers should take after performing […]
A website audit is an analysis of the known factors that can affect a website’s visibility across various search engines. This chapter outlines how search marketers can carry out website audits as well as the factors they should examine in their audit. What is auditing? An audit will look at a variety of measurements, including […]
Benchmarking is the process of measuring the performance of a company’s traffic, conversions or processes against those of either another business that is the best in its field, or against a group of businesses whose specific KPIs have been measured, grouped, analysed and standardised. Benchmarking a company’s performance against an external measure may seem challenging, […]
Before embarking on a landing page optimisation strategy, it is important to understand the factors that affect its performance as well as the brand’s objectives. This chapter outlines the steps search marketers can take to measure current landing page performance as well as the changes they can make to improve conversion rates. What is a […]
Audience targeting presents a huge opportunity for paid search and brings it in line with other digital marketing activities, such as programmatic, which are purely focused on targeting a specific audience. However, it does bring with it an added layer of complexity. Handled incorrectly, marketers could end up narrowing the audience to an extreme level, […]