This presentation was written by David Underwood, President/CEO of Top Spot Internet Marketing. David was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.

1. Measuring What Really
Matters: Search Marketing
Metrics & Tracking Tips
TopSpot Internet Marketing
David Underwood - President

2. { Topics for Today}
1. The Search Landscape Today
2. SEO vs. Paid Search or SEO and Paid Search
3. Analytics Today – Measuring what really matters
4. Post Conversion Behavior – Beyond the click
5. Life Time Value of a Customer

3. { Search Landscape}

4. { Search Landscape}

5. { SEO & Paid Search}

6. { SEO and Paid Search}
How many of you have had this debate?
How many of you feel that you can stop doing paid search
once your organic traffic increases?

7. { SEO and Paid Search}
REASON #1
Keyword research & Not Provided
Utilizing the flexibility of keyword testing with paid search can
guide your SEO focus. Find out which keywords deliver the most
qualified visitors that lead to conversions. This will help avoid
misguided SEO strategy.

8. { SEO and Paid Search}
REASON #2
Alternative Search Phrases
It is difficult to “optimize” your site for every potential quality
search phrase. By utilizing ppc and SEO as compliments of each
other you are able to cover more of the search results for
important searches.
Interesting Fact – 100 Billion Searches done each month on
Google (15% per day – 500 million are first time searches)

9. { SEO and Paid Search}
REASON #2
Alternative Search Phrases
Size
Material
Application
Requirement
Type

10. { SEO and Paid Search}
REASON #3
Landing Page & Content Improvement
Evaluating your paid search program “quality score”, you will be
able to use that information to improve your SEO strategy.
Vice versa, SEO can help improve content and relevancy on
pages thus improving the performance of you PPC campaign.

11. { SEO and Paid Search}
REASON #4
Online Attribution – understanding user search behaviors
For years companies have always given any credit for a
conversion to the “last click”. This is not at all what is really
happening. Users are utilizing multiple devices, searches,
sources, and paths to ultimately make a decision.
We will cover more on attribution in a bit

12. { Analytics Strategies}
Measuring what really matters

13. {Analytics Strategies}

14. {Analytics Strategies}
Internal Site Search
Your Hidden Focus Group

15. {Analytics Strategies}
Internal Site Search
How many of you have internal site search on your site?
How many of you look at site search data in your analytics?
How many of you do anything with this data?

16. {Analytics Strategies}
Internal Site Search
How Users
Search Your
Site
How Users
Search the
Web

17. {Analytics Strategies}
Internal Site Search

18. {Analytics Strategies}
Internal Site Search
Path
Content >
Site Search>
Search Terms
Example:
Testimonials was
number one
searched term in
Site Search

19. {Analytics Strategies}
Internal Site Search

20. {Analytics Strategies}
Internal Site Search

21. {Analytics Strategies}
Internal Site Search
“Can
you
go
through
the
17,000
internal
search
terms
and
tell
us
which
are
the
most
popular?”

22. {Analytics Strategies}
Internal Site Search
36%
of
Users
Searched
for
a
Size

23. {Analytics Strategies}
Internal Site Search
IDEA:
Let’s
Build
a
Tool
That
Will
Enhance
the
User
Experience

24. {Analytics Strategies}
Internal Site Search
• Monthly Site Search Usage Decreased by 52%
• More People Were Using the Filter Finder vs. Site
Search
So What! Where’s the Business Impact?

25. {Analytics Strategies}
Internal Site Search
Ecommerce Conversion Rate is Up 6.84%
Transactions Are Up 12.17%
Revenue is Up 19.52%
Average Order Value is Up 6.55%

26. {Analytics Strategies}
Internal Site Search
Tips & Takeaways
• How we search for companies online often differs from how we search their sites.
• Utilize Google Analytics (or other tracking) to learn what users are looking for.
• Type in these important terms to see how your site responds.
• Use data to guide your content strategy (do you need new pages or information)
• Data can guide your Business Strategy (ex. Food Grade Urethane)

27. {Analytics Strategies}
Internal Site Search
Tips & Takeaways
• Data can guide your Business Strategy (ex. Food Grade Urethane)

28. {Analytics Strategies}
Multichannel Attribution

29. {Analytics Strategies}
Multichannel Attribution

30. {Analytics Strategies}
Multichannel Attribution
Most Companies would give 100%
credit to organic search for company
name.

31. {Analytics Strategies}
Multichannel Attribution

32. Google Analytics Report
Conversions
² Top Conversion Paths
{Analytics Strategies}
Multichannel Attribution

33. User Behavior Examples
02/18/2013 3 p.m. cpc (how to adjust raised floors)
Virginia mason medical center
02/22/2013 12 p.m. organic (how to fix raised floor)
Virginia mason medical center
03/04/2013 1 p.m. cpc (how to adjust raised floors)
Virginia mason medical center
03/04/2013 2 p.m. cpc (data center raised floor)
Virginia mason medical center
Online Form
{Analytics Strategies}
Multichannel Attribution

34. User Behavior Examples
03/01/2013
7 a.m.
organic
(an 304/316 ss be welded to 17-4 ph)
bakerhughes.com
03/01/2013 10 a.m.
organic
(c544 bronze)
bakerhughes.com
03/06/2013 8 a.m.
organic
(c44300 composition)
bakerhughes.com
03/12/2013
12 p.m.
organic
(farmers copper ltd)
bakerhughes.com
03/20/2013
8 a.m.
organic
(muntz metal pipe)
bakerhughes.com
3/20/2013
8:42:28 AM
Natural Calls
bakerhughes.com
phone call duration
- 0:04:05
{Analytics Strategies}
Multichannel Attribution

35. We utilize a tool to watch companies visiting sites to evaluate
user behavior
• Set up “triggers” to email your sales team when a particular company
visits your site. (Particular pages, return visitor)
• Utilize this information to “target” companies who have shown interest
in your business
• Provide the information they may be interested in by watching their
patterns. (Products, Services, Data Sheet, Drawings, etc.)
• Think of it as Caller ID for your website
• Probably more of a business development tool.
{Analytics Strategies}
Visitor View (Business Development)

36. • Receive an email alert that
“United Rentals” visited
our site and the pages
viewed.
Can Set alerts based on:
• Pages viewed
• Keywords
• Location
• Company Name
• Industry
{Analytics Strategies}
Visitor View (Business Development)

37. {Analytics Strategies}
Visitor View (Business Development)

38. {Analytics Strategies}
Visitor View (Business Development)

39. Not All Conversions are created equal
{Analytics Strategies}
Conversion Quality

40. Most Analytics tools will just show that a conversion occurred regardless
of the quality or value.
It is important to evaluate the quality of the conversions by reviewing the
context of leads or phone calls.
{Analytics Strategies}
Conversion Quality

41. Example of Google Analytics
{Analytics Strategies}
Conversion Quality

42. Not all Conversions are Created Equal
{Analytics Strategies}
Conversion Quality

43. Key Takeaways
• A bad lead can be worse than no lead at all.
• Most analytics tools just show that a conversion (or goal was met)
occurred.
• Can cause a disconnect between marketing & sales.
• Evaluating the context of your leads can help you truly determine the
actual cost per opportunity.
{Analytics Strategies}
Conversion Quality

44. {Analytics Strategies}
Call Tracking

45. A well designed
landing page can
provide all of the
information that the
user may need and
can encourage
phone calls.
A unique phone # will
appear when a user
visits from different
sources
{Analytics Strategies}
Call Tracking

46. {Analytics Strategies}
Call Tracking
Phone Call Log
Provides:
• Caller ID
• Caller Name
• Referring Source
• Date & Time
• Call Duration

47. {Analytics Strategies}
Call Tracking

48. {Analytics Strategies}
Call Tracking
1.7 phone calls for every form submission

49. {Analytics Strategies}
Call Tracking
2.4 phone calls for every form submission

50. { Post Conversion Behavior}

51. • Your internet marketing is one piece of the puzzle….what happens post
conversion?
• The company holds responsibility on how they are handling the inquiries or
phone calls.
• The site’s conversion rate may be a lot better than the company’s conversion
rate.
• How fast are you responding to online inquiries? Ex. of email submission
• How are you handling the phone calls on your end? This is a crucial and this
can have a major impact on ROI.
{Post Conversion Behavior}

52. Out of 26 phone calls, there were 16 hang-ups….what happened?
21 out of the 26 callers reached a voicemail.
{Post Conversion Behavior}

53. Any call less than 1:07 was a hang-up. That was how long it
takes to allow visitor to leave a voicemail.
{Post Conversion Behavior}

54. Procter and Gamble called 3 times. 2 of the calls ended with
them hanging up on the automated system.
{Post Conversion Behavior}

55. One company removed the operator option from the automated
system without thinking about the user experience.
Result – 220 phone calls in 6 weeks that lasted less than 59 seconds
(impossible for a conversion to occur)
Solution – we convinced them to add an operator option
150% increase in call duration
53 second increase in average length of call
{Post Conversion Behavior}

56. Lifetime Value of a Client

57. Lifetime Value of a Client
Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google,
Phil Mui – Chief Product Engineer Officer at Acxiom
Quick Question?
Which of these displays better results?
A
B
$10,000
$10,000
100 Visits
50 Visits
25 conversions
12 conversions

58. Lifetime Value of a Client
Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google,
Phil Mui – Chief Product Engineer Officer at Acxiom
Quick Question?
Which of these displays better results?
A
B
$10,000
$10,000
100 Visits
50 Visits
25 conversions
12 conversions
Determining your customer value is key in measuring the
effectiveness of you search marketing

59. {Lifetime Value of a Client}

60. {Lifetime Value of a Client}
The best way to maximize your ROI is to cut your
acquisition costs

61. Lifetime Value of a Client
Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google,
Phil Mui – Chief Product Engineer Officer at Acxiom
Companies need to start Evaluating the true Value of a Customer
CPC
Visits
Page views
Conversions
Customer
Value

62. Lifetime Value of a Client
Source -Lifetime Value of a Customer – Justin Cutroni – Analytics Advocate @ Google,
Phil Mui – Chief Product Engineer Officer at Acxiom
Tips & Takeaways
• Identify what makes your ideal customer (Ideal Customer DNA) –
what they buy and complementary products/services, frequency,
what types of information they need.
• Don’t focus only on improving your website conversion rate.
• Think about marriages (not one night stands), especially with B2B.
Repeat customers is your main source of profit.

63. Lifetime Value of a Client
A Simplified Summary and what does this really mean?
Maximize User Experience (Customer Experience)
Show up where and how they are Searching
Provide a Website that meets their needs and expectations
Use Analytics to evaluate their behaviors and needs.
Don’t forget Customer Service.

64. {Lifetime Value of a Client}
This should be under constant evaluation

65. Thank You!