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Feed Your Brain, Part III: Advanced Analytics
Well ad:tech saved some of the best for last here at ad:tech New York. In part III of 'Feed Your Brain' two presentations were featured and each explored how advanced analytics can be leveraged to optimize organic search. The presenters are as follows:
Richard Zwicky started revealing some key findings when analyzing companies advertising spend online for paid search vs. SEO. Folks aren't investing in SEO or organic optimization because it hasn't been measurable or 'accountable' in the past. This has caused a significant imbalance in the SEM marketplace. Consider this:
Ryan DeShazer talks a bit about the challenges for companies when it comes to SEO. Is it a marketing channel? Is it web application development? Is it public relations? The simple answer is it is digital marketing and can positively influence all channels of your business and performs best when its held accountable through analytics and proper measurement.
Analytics has made SEO measurable and is the source by which we learn where to invest, how to invest and where to find our consumers online. Because of analytics, we are starting to see that going after and optimizing for non-brand terms can actually build your brand online as your company name begins to be associated with those broader terms.
The ranking report has become meaningless when it comes to measuring SEO. Personalized search and behavioral targeted search has made the search results for one user completely unique when compared with another. As a result the ranking report becomes useless because they lack context. Ryan DeShazer still runs reports for clients but the reporting should go well beyond position. Look for ROI per position, share of voice and other metrics that are more impactful to the bottom line.
The panel offered some very simple insights into achieve success around your optimization efforts.
Well, that about wraps up our coverage here at ad:tech. Be sure to check out more of our coverage of ad:tech New York 2009 and stay tuned for more in-depth coverage of future shows!
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Why is we have to pay for advertising where there's loads of free places to advertise and natral listings is one of them !
Its all very true findings but also look at the amount of time to allocate to SEO projects.
There is also only a certain amount of time that can be spent on pure search optimisation. Unlike paid search you need the support of content creation, pr campaigns, link building activities, technical assistance.
I agree that web analytics does allow search optimisation to be more measurable. Measurement of seo can go against your current PPC campaigns as seo will often deliver a better ROI.
Ranking reports should stay dead as in competitive terms rankings can change constantly and should be measured on conversions.
i myself do pre-seo analysis, it is checking what exactly the site is then go on with keyword research, checking the global search and the competition before i go again for another website analysis or architectural analysis of the website. We should check all the architectural design of it specially the 404 page errors and the redirect pages that way we will not loose any visitors.