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Lee Odden

Measuring Search Marketing Success

By Lee Odden     Online Marketing, Search Marketing, SEO, Web Analytics

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I was recently taking a survey from Jupiter or ClickZ (I don’t recall which) and one of the questions asked about measurement of success for search marketing. While a lot of what you hear from search marketers involves talk about fundamentals ranging from links to rankings to visitors and conversions, the answers offered in this survey included a pretty interesting mix:

  • Increasing brand awareness
  • Building buzz
  • Search share of voice
  • Improving brand favorability
  • Increasing intent to purchase
  • Maintaining brand exposure alongside competitors
  • Engagement with rich media (i.e. video, animation)
  • Engagement with photo galleries, social features, interactive calendars, local or destination information
  • Maximizing value of sponsorships, celebrity endorsements
  • Online purchase
  • Lifetime revenue per user
  • Profit per user
  • Call center calls
  • In-store purchases
  • Call-center purchases
  • Online registrations
  • Generate leads for products/services sold offline
  • Click-thrus
  • Impressions

Web site metrics and “key performance indicators” for a search marketing program are going to vary depending on the industry, type of site, market and business. Yet many of the goals listed above are either not measured, not valued or just damn hard to measure for most web sites.

I’ve written several times before that with many SEO engagements, clients have come to the conclusion that they need better rankings in the search engines, when what they need first is a good strategy, objectives and mechanisms in place to measure success. What good is it to drive increased traffic if you don’t have the mechanisms in place to properly measure results?

Shortly after taking the survey, I came upon and listened to an excellent podcast with Mike Moran of IBM on RSS Ray, “Critical Metrics with Search marketing“. Mike has some great things to say in the interview and talks about how lot of marketers grew up in brand marketing, but really need to learn more about direct marketing, where things are tested, measured and tested again.

He points out that with web sites, you can measure just about anything. Not just conversions but the things that lead up to the conversion. For example, you can measure the effectiveness of your content in terms of meta tagging, keywords, links working, getting links, inclusion in search engine databases, keyword rankings, visitors, referrals and conversions.

Mike also makes a good point about benchmark data. He says it doesn’t make sense to compare yourself to others in a particular industry an that it’s more important to track your own performance trends and compare your progress to your own historical performance.

If you would like to read more about Mike Moran’s thoughts on search marketing, be sure to visit his blog, Biznology.

What core metrics do you use to measure your search marketing success? Have you incorporated any unique metrics not normally associated with traditional web analytics or web site performance?


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