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Posts Tagged ‘metrics’

SEO Metrics to Measure

February 23rd, 2010

Natural search marketers have been in a precarious position for the last few years. Much of the data they’re using is supplied by search engines, and some of that data is fuzzy at best.

Adam Audette, in a Search Engine Land post today, goes as far as calling some of the data unreliable and “downright misleading.” However, Audette astutely notes that marketers need the data even if they don’t completely trust it.

What’s a marketer to do? Here are Audette’s suggestions for the SEO metrics you should track:
o Percentage of overall site traffic from search
o Percentage share of each engine
o Free search traffic at the keyword level, clustering related terms
o Difference between branded and non-branded search traffic

Metrics that he implies are far less reliable:
o Ranking reports
o Indexed page counts
o Backlink counts
o Toolbar PageRank

For marketers, I would add conversion data to Audette’s list of primary metrics to measure — especially conversion data for non-branded keywords. If you’re a natural search marketer, any conversions you can prove came through non-branded keyword searches point directly to money you are bringing the company.

Branded search conversions are great, but they show that the searcher already knew your brand. The searcher has likely been reached by another marketing channel. A non-branded conversion implies that someone chose you over the competitors also listed in the results.

Which metrics do you consider vital? And how reliable are they?

Fall in Love with the Usability of Your Website & Email

August 12th, 2008

Usability does not get enough love. Many marketers consider it a problem for software developers to ponder, not the CMO. The truth is that the usability of your website, email and other media directly affects their performance.

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Debate on Email Open Rate Rages On

July 28th, 2008

Even after about a decade, the jury is still out on email open rates. Some marketers disregard them as pointless. Others check them daily to guide subject line and content decisions. Personally, I think there is value in measuring open rates — even if it is limited.

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Bounce Your Website Bounce Rate

July 16th, 2008

An often overlooked and undervalued metric is website bounce rate. A page’s bounce rate is the percentage of visitors who leave immediately after arriving. There are two ways to measure it:

o Percentage of visitors who leave before a set time

o Percentage of visitors who leave without clicking into the site, regardless of time spent

For landing pages, it measures the connection of the message driving the traffic to the message on the page. A poor connection causes a high bounce rate.

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