View the full recorded webinar at http://bit.ly/11dn0Zr.
Search marketing has changed dramatically since Google’s Penguin and Panda updates, which took aim at mediocre content and sketchy SEO practices. There has been a fundamental shift towards the creation of quality, relevant content, and Google’s emphasis on personalization and localization represents a major change in how marketers approach and measure their search marketing efforts.
How should you be measuring search marketing? In this webinar, Janet Driscoll Miller will discuss the variety of ways to measure different goals using tools like Google Analytics and Google Webmaster Tools, as well as marketing automation and CRM software.
What you will learn:
• Why search engine rankings are not the most accurate measurement of your SEO
• How Google+ is changing the game when it comes to getting indexed
• Content and social media metrics you should be considering when measuring search efforts
• Tools to consider to help you get a clearer picture of your search marketing results
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TODAY’S PRESENTER
Janet Driscoll Miller
President and CEO,
Marketing Mojo
Follow on Twitter: @janetdmiller
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ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop
and Hubspot
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FIVE DISRUPTIONS IN ORGANIC
SEARCH
1. Universal Search
2. Personalized Search
3. Google Search + Your World
4. Rich Snippets
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EFFECT OF RICH SNIPPETS ON CLICKS
68.90%
23.30%
Control: No Rich Snippets
1st Result
2nd Result
3rd Result
4th Result
40.20%
23.70%
28.90%
7.20%
Authorship Snippet
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FIVE DISRUPTIONS IN ORGANIC
SEARCH
1. Universal Search
2. Personalized Search
3. Google Search + Your World
4. Rich Snippets
5. Mobile
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ORGANIC SITE TRAFFIC
• Identifies if we are
bringing in traffic via
organic search
• See organic as a
percentage of all
referring methods
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CAUTION: KEYWORDS
• (not provided)
• Use Google Webmaster Tools for this data
• Import GWT data into “queries” in Google
Analytics
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GOOGLE ANALYTICS GOALS
• 20 goals total per profile
• Similar to AdWords conversions, they can
literally be about anything!
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LEADS/OPPORTUNITIES/SALES
• MQLs and SQLs
• Pull from marketing
automation or CRM
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ECOMMERCE SALES
• Ecommerce: Set up ecommerce module in
Google Analytics
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CHALLENGE: ATTRIBUTION
• Many CRM tools only allow single
attribution
› First touch
› Last touch
• Consider setting up custom fields for
tracking
• Tools in Google Analytics
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GOOGLE ANALYTICS
ATTRIBUTION MODELING
• Allows you to set up various types of attribution
(even custom) based on how you want to track
• Requires a new property or account
› Add tracking code to the site
› support.google.com/analytics/answer/2817075
Last Interaction
First Interaction Time Decay
Linear Position Based
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KEY TAKEAWAYS
• Try to start moving away from rankings
• Determine the attribution model you want
to use
• Install Google Analytics Universal
Analytics, begin setting up Attribution
Modeling
• Rework your measurements!
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WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet & start
a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101
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CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Notas del editor
REPLACE WITH JANET AND JENNY
Top rankings get the most clicks, ergo we should measure rankings to understand our potential for visibility and traffic and thereby SEO success.
However there were five major disruptions that changed the ability for rankings to be an accurate measurement.
Show example search for “siberian tiger”
https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
Means more clicks
From a PR perspective, don’t you want to get published by the author that can get the most visibility for that article?
Show example search for “siberian tiger”
https://www.google.com/search?q=bumblebee&aq=f&oq=bumblebee&aqs=chrome.0.57j60j61l3j0.1540j0&sourceid=chrome&ie=UTF-8#safe=off&sclient=psy-ab&q=siberian+tiger&oq=siberian+tiger&gs_l=serp.3..0l10.11733.13442.1.13545.14.8.0.6.6.0.171.678.6j2.8.0...0.0...1c.1.14.serp.oILzM5J_xIg&psj=1&pws=0&psj=1&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008514,d.dmQ&fp=91edb082b34ab3f7&biw=1920&bih=1115
Rankings on mobile may be very different than those on desktop
13% of our site visits come from mobile at Search Mojo
Majority from iphone
Ask yourself
The answer is likely leads or sales
Start at the end
Then show live choice of overview: https://www.google.com/analytics/web/?hl=en&pli=1#report/bf-overview/a1387340w2430566p2470811/%3F_u.date00%3D20130101%26_u.date01%3D20130529%26overview-graphOptions.primaryConcept%3Dbigfunnels.conversions%26_.bfDataSetType%3DALL/
Only available through universal analytics
Last: last thing gets 100% of the credit for the goal
First: first thing gets 100% of the credit for the goal
Linear: each touchpoint gets an equal share of credit if a goal is reached
Time Decay: touchpoints closest in time to the goal receive more credit
Position Based: 40% credit is assigned to the first and last touchpoints, and middle ones each get 20%