MediaVision Blog : Search Engine Marketing

Search Engine Strategies 2008, New York, is a global conference completely dedicated to the industry of search engine marketing (SEM), both pay-per-click (PPC) and search engine optimisation (SEO). But there are seminars that touch on other aspects of the SEM industry, such as social media marketing and local search.

There were two sessions that focused on web analytics: “Data Into Action” and “Measuring Success”, with the onus being on the importance of capturing data about your website’s traffic and then taking action on it.

Matt Bailey, from SiteLogic.com, stressed the importance of correctly reporting and recording the number of site visitors. He also mentioned that this data, if used properly, can lead to the realisation of predetermined goals. According to Bailey, having clearly set targets is vital, be it increased sales, leads, downloads, or page views.

Bailey then indicated that accuracy in web analytics is non-existent. Owing to the wide range of available methodologies for tracking web traffic, the likelihood of these methodologies matching up is close to zero. Trends are the mitigating factor in your data, which will show you when and where you need to focus your efforts, and will also show you if you should be changing your tactics.

Matt also mentioned segmentation and the importance thereof. The various segments or categories on your site can be evaluated using web analytics tools that allow you to manipulate the data into a report for that particular segment or category. It’s not wise to have one CPA (cost-per-acquisition) target for the entire site. Different categories or segments should have different CPAs.

Bailey’s mantra was that having more data points adds context which tells a story about what people are doing on your site.

Avinash Kaushik, author of “Web Analytics: An Hour A Day” split SEM into five main stages:

* Keyword discovery
* Keyword management
* Keyword bidding
* Website landing pages
* Business outcomes

Analytics is more vital between the last two stages. Analysing the intent of your users when they arrive at your site from the search engine results page (SERP) is very important. SEM is not just getting visitors to click; it involves both getting the visitors and converting them to buy. Looking at the sales funnels, improving the visitor acquisition and cutting down on the losses in each stage of the buying stage. It’s not what you do to get people to your site; it’s what you do to make them do what you want them to do on your site!