Proficient in search and analysis

Preface to proficient search Analysis

This book aims to fill the gaps in the search industry. There are already many books on the market, such as website analysis, search engine optimization, and search engine optimization, and paid search (including some intra-site searches, but this book will focus on integrating the above disciplines into SEM (search engine marketing, search engine marketing), an original term (http://searchengineland.com/does-sem-seo-cpc-still-add-up-37297) by Daniel Sullivan ). Reliable search solutions are driven by data and analysis, coupled with Search Engine Optimization and paid search. Website intra-site search is also a measurable data resource that is often ignored, and the overall search engine marketing solution should also include it.

Note: At present, SEM is more used to refer to paid search. When Daniel suliwen first created this term, he intended to explain that Seo is part of the search strategy, and the newly defined paid search advertisement is another part of the search strategy, that is, SEM refers to the overall search marketing solution.

The goal of this book is to guide you to think about how to segment data and introduce how to use efficient tools. These tools can guide you to come up with SEM strategies to increase profits. We will also discuss how to measure the health of existing search strategies: How to Determine the bottleneck, whether it can compete with other websites, and what you need to consider if it is determined to compete.

In fact, there are many websites and software that allow search experts to do what they want.The most exciting thing about search and analysis is that it is like a wild west, and there are still many developers. There are actually many solutions, from user-defined solutions to enterprise-level solutions provided by service providers such as covario and Adobe. Regardless of the scale, the analysis process and analysis perspective should be driven by users' thinking and ideas.Avinash Kaushik, author of "website analysis 2.0" (sybex Publishing House), believes that "90% of the investment in website analysis should be made to those who analyze data, and 10% of the remaining tools should be used. I don't think this is a law that needs to be strictly adhered to, but its essence is true: insights can only be taken, and insights come from people's grasp of tools.

This book is more inclined to measure and analyze Seo strategiesFirst, because Seo has a greater impact, for most websites, Seo can bring at least 80% of the search traffic, while paid search only brings about 20% of the remaining traffic. Second, this is because the measurement of paid search content has been mentioned in many other books. Of course, a real market measurement must take Seo and SEM into account at the same time so that they can work together to bring traffic to websites and drive business development.

Intended audience of this book

This book has three types of target readers:Search professionals, marketing personnel, and management personnel. For search professionals, this book describes the use and measurement of analysis tools to provide information (in terms of quantity, quality, and Goal fulfillment) required to increase website traffic ). For marketers and managers, this book provides methods for companies or organizations to determine market share, as well as methods to evaluate the performance of a company in a specific market compared to its competitors.

Online businesses are almost doomed to become part of all organizations. The search technology ensures that your business can be found online. This book provides answers to all people who want to increase profits and opportunities from search: refer to other online metrics to learn how to determine whether a search strategy is successful or not, at the same time, how to gain insights through search marketing to increase profits and value.

Each company has different requirements. Different companies have different ways to generate profits or save costs. The following are some typical examples:

• Transactional websites
  When users purchase items on such websites, the company will make profits by selling the goods.
• News websites
  Such websites generally make profits by displaying advertisements, such as banners.
• Supported websites
  This type of website creates profits by saving costs, including providing self-service and online help.
• Customer Data websites
  Such websites accumulate customer data, such as email addresses, email addresses, and other communication information, so that they can conduct marketing activities for consumers afterwards.

This book provides different solutions and suggestions, but there is no omnipotent solution in the world. After reading this book, you should establish a framework for measuring and analyzing your own ideas to help your decision-making. You can also establish an optimal solution for searching, more importantly, you can learn how to discover the information in the data, explain the results or its hidden information.

Senior managers rely on the data provided by professional search personnel, but there is still a gap between the two. Avinash Kaushik described it as a senior manager of Hippo (highest paid person during opinion, highest income decision-making). The data required is different from the data required by search professionals. In general, hippo is a senior marketing or senior manager who does not use words that search professionals use every day, such as title tags, URL forms, and normalization. They talk about ROI, profit growth, and profitability. Analysis and data help build bridges between search professionals and top managers, and help them make decisions more easily.

Why is it important to evaluate the search quality?

In today's market, search brings 10% ~ 90% of traffic. Google performs 34000 searches per second, and Yahoo! And Bing also perform 3200 and 927 searches per second. With Facebook, Google, Yahoo! And MSN are competing to become the most visited websites in the month. According to ComScore and Netcraft, more and more users feel that they need to perform more than one search when encountering some problems.

Whether it is natural search or paid search optimization, it is to bring as much traffic to the website as possible. However, I think the most important task of search optimization is to know what users have done after they come to your website. In most cases, when many enterprises see a large amount of traffic entering their websites, they think they should continue to concentrate on increasing traffic, rather than improving the user experience of the website. Based on the above ideas, I not only focused a lot on evaluating the traffic quality of my website, but also focused on what users did on the website. The user experience of the website is constantly optimized while the website is friendly and open to search engines.

Search is a fast-growing and highly competitive area. More and more enterprises have noticed and started to invest in search, whether it is paid search, free search, or intra-site search. As a large number of enterprises invest in search, they also expect results. The simplest way to measure the display result is to evaluate it through the predefined KPI indicator.

According to a new survey from conductor, Seo-optimized enterprises spend 4 hours every 10 hours evaluating search quality, monitoring traffic, analysis results, and reporting tasks. No need to be surprised by this result, because the most effective optimization method is to evaluate and monitor traffic.

By learning how to use resources to automate, obtain and track these key points, you can allocate more time for external links and content and improve user experience.

Next, let's ask yourself how you did it in the search market. Can potential customers find you? How much traffic is brought to your website through Seo? When a potential customer searches for your website, will they continue browsing or leave immediately? What is the user experience when a customer finds your brand in a search engine? Will you launch paid search ads? Do you invest more in a paid search term than it can bring in? How often does a user use your intra-site search? How many sales are contributed by your intra-site search? How much does your enterprise charge for the above jobs and what can be earned back? The success of online marketing for an enterprise is guaranteed by the availability and relevance. The search engine's mission is to provide the most relevant information based on the query entered in the search box, as shown in search box 1.

Figure P-1: search box

Writing objectives of this book

I hope you will have Internet search experience and understand the basic principles of Seo, SEM, and website search. This means that you know how to create paid search ads, understand that natural search results cannot be spent on ranking positions, and understand how your website search works.

This book aims to ensure the accessibility of as many people as possible through existing tools at the lowest cost.Therefore, in most traffic analysis cases, we choose Google Analytics. Of course, Adobe sitecatalyst and other traffic statistics and analysis software have similar features. I will specifically describe enterprise-level analysis software when there is a huge difference.The most common tools are Google analysis tools and workbooks, but there are still many good analysis tools worth trying. A good tool doesn't depend on how expensive it is or whether your company is large or small, but on you and the analysts themselves. You will find that many free software have no less than the highlights of enterprise-class paid software.Find the most suitable tool for you.

Good tools are very important. This book will focus on guiding you to systematically think about how to do a good job in search analysis, make correct decisions, and understand the purpose and significance of your decision. Tools can only provide data, but you need to think, understand, and make suggestions. This means that you will see a lot of discussions about how to set up these tools and examples of specific operations in this book, but the ultimate goal is to help you to strategize your work and make the best decisions.

I will try to simplify the requirements on mathematics to make sure the book is easy to understand, so that you can complete some calculations faster on paper, workbooks, or simple calculators. The size of your business determines the complexity of your calculation formula. However, based on the principle of simplicity, I will do my best to make these formulas easy to understand.

Readers who have done paid search and marketing should know that this is a very fixed tool and operation process. There are many books in this area that detail how to set these tools, and also give a more in-depth introduction to how to measure the effectiveness of paid advertising. The purpose of this book is not to teach you how to measure all of this content, but to guide you how to measure the effectiveness of Seo, SEM, and website search, and how to coordinate and improve search through data.

For those who want to study Seo, SEM, on-site search, or statistics, I strongly recommend the following books:

• SEO: Eric Enge et al., the art of SEO: Mastering Search Engine Optimization. O' Reilly, 2009.
• SEM: Brad Geddes, advanced Google adwords. Wiley, 2010.
• Intra-Site Search: Peter morville, jefferycallender, search patterns. O' Reilly, 2010.
• Statistics: Sarab boslaugh and Paul A. Watters, statistics in a nutshell. O 'Reilly, 2009.

When we focus on search engines, most of the time it is simplified to focusing only on Google. If there is a big difference between the main search engines, I will make a special note.

Book Structure

Each chapter of this book will discuss different indicators and questions about search behavior. Some are external metrics, such as rankings and search results, and some are the validity of Logon pages for users. To improve the search experience, users are not simply directed to a site, but to ensure that they have the best user experience.

Chapter 2: Introduction to search and analysis

This chapter tells you why search analysis is different from traditional website measurement, and discusses some popular solutions and analysis software that are currently in use. At the end of this chapter, you will understand some basic analysis concepts and collection of various source data to prepare for the future journey.

Chapter 2: Establish a ROI Assessment System

What do people in every operating company need to know: what is ROI )? This chapter will unveil the mysteries of SEM and Seo ROI. At the end of this chapter, you will get enough knowledge to support your search optimization project.

Chapter 2: Seo and paid search tracking and Optimization

Explore search traffic. You will learn how to measure, analyze, track, and convert search traffic, and define conversion values for conversion operations that are not easy to set monetary value.

Chapter 2: keyword tracking Seo and paid search

We will explore how to track keywords and establish plans for Seo and SEM to improve the keyword effect and find problematic keywords or keywords that cannot be ranked at all.

Chapter 2: integrate Seo and paid search

This article discusses how to integrate Seo and SEM operations and find opportunities to complement each other to improve each other. You will learn how to test Seo and SEM theories and ideas and determine which of the two solutions (SEO or SEM) is the best choice for your website. You will also learn how to coordinate resources based on the obtained data to improve Seo and SEM effects.

Chapter 2 intra-site search and analysis

It will show you how to capture the value of intra-site search and improve intra-site search methods.

Chapter 2: integrate SEO/paid search and intra-Site Search

Combine three types of Search: Seo, SEM, and intra-Site Search scientifically. You will understand the association modes between the three and get some ideas on how to improve customer experience through user data.

Chapter 2 competitor research and tracking

Use technical means to track and monitor what your competitors are doing. You will learn how to monitor and understand the activities of competitors and the effective inspiration they bring to you.

Chapter 2: Tracking offline trends

Explore all external metrics of Seo and SEM. This chapter will focus on what causes data volatility and peaks and how to track factors that influence rankings and locations.

Chapter 2: Tracking mobile search

Focusing on the emerging field of mobile search, there are a lot of discussions in this new field. You will learn how to track and understand the differences between mobile users and desktop users. We will also discuss the future of mobile search.

Chapter 2 social media and search

Focus on how social media affects search rankings and search results. This chapter will discuss some basic KPIs that you can use to measure the social attention of websites.

Chapter 2, website administrator tool-data directly from search engines

Why don't spider crawl? Discuss how to track and measure what Spider is doing, what they see, and how to ensure that your website can be indexed.

Chapter 2 Seo Review (Factors on the page)

This chapter describes how to troubleshoot website problems that may cause obstacles to user access or spider crawling. You will learn how to establish some key performance indicators (KPIs) to ensure the healthy operation of your website.

Chapter 2 Information Center and report

By integrating all the data, this chapter teaches you how to use the learned data to create information centers and extended reports.

Chapter 2: Create your own audit tool

You may want to create a custom report to obtain custom information, learn how to authorize others, and create a target and time node for your search and analysis project.

Thank you

I would like to express my special thanks to Philip Wong, Georgia sievwright, Mike Sandhu, Joanne doucette, jassie aujla, Mark Scholz, and all my colleagues at HP for their support and guidance in their careers. Thanks again:

• Mike loukides, Mary treseler, and o'reilly the support and guidance provided by other friends in this book, as well as their wisdom, patience, and final editing.
• Rachel head's deep cutting skills make the book clear;
• Rand fishkin has excellent insights. The seomoz team also answered all my questions;
• David Fahey and adgooroo's friends took time to discuss and provide some in-depth insights from their products;
• Justin cutroni provides some up-to-date insights and updates the content;
• Mediative's bill Barnes provides the latest user experience information about googleinstant;
• AJ Kohn uses GA to track the search result pages.

Finally, I would like to express my special thanks to the technical COMMENTATOR:

• Jill Kocher's review of details made me go straight on Seo's narrow paths;
• Sean power helped me understand some useful internal intelligence and some background knowledge about upgrading and updating recent analysis tools;
• Alex Cohen ensures that each group of data is combined with analysis technology and provides his own insights on paid search;
• Chris knoch has expanded the content of this book to social media;
• Daryl acumen has contributed valuable time. He is a very powerful analyst.

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This article is the preface of proficient search analysis. Its original title is mastering search analytics. Author: Brent chaters. Translator: Gong Xin, Yu, and Sun Meng.

Proficient search analysis is a comprehensive book on search analysis. It is designed to analyze and optimize intra-site search, mobile devices, and social media. This book combines marketing practices with search engine optimization (SEO) theories to provide comprehensive and profound Guidance on how to use Seo, SEM, and intra-site search to improve search strategies. Scientific treatment of Search Engine traffic and scientific treatment of SEO/PPC are the goals pursued by search marketing practitioners, the author of this book has systematically analyzed and elaborated on this field in a simple and easy-to-understand language. This book is a good reference for readers who are engaged in search marketing, regardless of their qualifications.

This book provides the following suggestions on how to get more website traffic and revenue through search and analysis:

• Focus on conversion and availability, rather than more traffic.
• Tracks the performance of Seo and paid search keywords.
• Use a series of tools to monitor what competitors are doing.
• Learn about the differences between mobile and desktop search.
• Learn how social media affects your search rankings and results.
• Review websites may affect users and search crawlers.
• Create an information center and Expand search activity reports.

Read the PDF chapter of this book, please visit http://vdisk.weibo.com/s/i82wj/1353035166

Douban favorites book, please visit http://book.douban.com/subject/20275942/