TopRank Online MarketingTopRank Online Marketing Blog

Web Analytics


TopRank Online Marketing

SES San Jose: Identify, Analyze, Act: SEM by the Numbers

TopRank Online Marketing on Aug 19th, 2008     Marketing PR Conferences, Search Engine Strategies, Web Analytics

SES Analytics Session : PowerWhat is it about web analytics that that intrigues and yet scares companies at the same time? Everyone want to understand analytics, yet once one starts digging in, it can get complicated. In Identify, Analyze, Act: SEM by the Numbers, they gave tips on what you should be looking at and what you should be paying attention to.

Here are a few of the tips & thoughts that were shared:

Craig Danuloff

  • Invisibility; what can’t we see?
  • Every search is a question, every ad is an answer. Keywords simply connectors.
  • ROAS is a ‘feel good’ metric. don’t take it seriously.
  • Deception – Can you trust what you see?
  • Accuracy – What’s the margin of error. Is there statistical significance?
TopRank Online Marketing

SES San Jose: What’s New with Google Analytics and Website Optimizer?

TopRank Online Marketing on Aug 19th, 2008     Google, Search Engine Strategies, Web Analytics

What's New with Google Analytics

Google is the Wizard of search marketing’s Oz. The all-powerful being around which our universe orbits, and the all-knowing guru to whom we turn for website advice. While Google, like the wizard, may guard its own secrets, it lifts the curtain and lets us look at the inner workings of websites. In this session, two of Google’s own, Avinash Kaushik and Tom Leung, gave us an insider’s tour of changes in Google Analytics and Google Website Optimizer, two tools of incredible value to search marketers and webmasters alike.

Google Analytics

Avinash, author of Analytics Evangelist, outlined a few key uses of Google Analytics that can make a huge impact on the success of your website.

Bounce Rate

TopRank Online Marketing

SES San Jose: Measuring Success in a 2.0 World

TopRank Online Marketing on Aug 19th, 2008     Online Marketing, Search Engine Strategies, Web Analytics

Analytics 2.0 Panel

So, you’ve launched a search marketing campaign. You spent time and energy putting it all together and now it is live. So how do you track results of the campaign? The panel this morning at SES San Jose shares their knowledge on measurement and tracking in the communicative world of Web 2.0.

Avinash Kaushik kicked us off this morning by talking about how challenging it can be to track results (traffic, links, visibility) from the content placed online. He gave an example of the BBC creating their own content, then distributing that content on their own web channel where users consume that content on the BBC website. However, when Web 2.0 came out and the sense of community and opinion was created, a random Joe Internet can come onto the BBC site and make comments, sharing his thoughts on the BBC website through forums or comments on news stories. Joe also has a blog where he can share his content with the world. And there are news mashups that pull in information from news sites and blogs and it is difficult to find out where the news originated from.

Lee Odden

Tweetpoll Results on Social Media Monitoring and Measurement

Lee Odden on Aug 1st, 2008     Online Marketing, Social Media, Web Analytics

Social media monitoring and social media measurement are two very different things, but I think many of the searchers and social media taggers using those phrases don’t always make the distinction. For some quick insight from a qualified audience, I turned to Twitter and within an hour had about 40 replies.

It started off with this Tweet: Twitpoll: What’s a better term: “social media monitoring” or “social media measurement”?

Many of the responses were a specific selection of “measurement” or “monitoring” but most pointed out that social media measurement and monitoring are different things. Monitoring is what you do to find information which you can then measure.

It was a pretty neat application of using Twitter for a quick poll with near immediate responses from professionals that might not respond to traditional polling methods. Below are the actual replies:

Lee Odden

Social Media Monitoring – Top 10 Reasons for Monitoring Brands

Lee Odden on May 8th, 2008     Guest Posts, Interactive Marketing, Online Marketing, Social Media, Web Analytics

[Editor’s note: We’re excited to share this next guest post from David Alston of Radian6. A fast emerging leader in the field of social media measurement Radian6 is a service TopRank uses to  provides social media monitoring to clients. Radian6 serves hundreds of leading PR firms, ad agencies and brand marketers.]

David is VP Marketing at Radian6 in New Brunswick, Canada with previous experience at several tech startups in the interactive advertising and the video over IP space. Most recently, he was partner and VP of Marketing at PR firm, Revolution Strategy. His blog is TweetPR.

Lee Odden

Web 2.0 Expo – Startup Marketing Web Metrics

Lee Odden on Apr 22nd, 2008     Marketing PR Conferences, Online Marketing, Web Analytics

The second workshop of the day at Web 2.o Expo, “Startup Metrics 101: Product & Marketing Workshop” provided attendees a glimpse into the vast depth of knowledge from Dave McClure of 500 Hats who offered some pirate speak, “AARRR” to help delegates remember his model for building web businesses.

Hiten Shah of CrazyEgg and KISSmetrics provided practical examples and Vanessa Fox of Ignition Partners and Nine By Blue offered a combination of SEO centric tips, analytics and examples.

First up was the Web 2.0 Pirate, Dave McClure with his “AARRR” model:

  • Acquisition – Where users come to your site from the web
  • Activation – First positive experience
  • Retention – Keep them coming back
  • Referral – Refer others to the site
Jolina Pettice

SES New York: Converting Visitors into Buyers

Jolina Pettice on Mar 18th, 2008     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, SEO Tips, Web Analytics

Visitors into Conversions Panel - SES NY

The conversions track at SES New York continues to be packed with those wanting to increase the performance of their search marketing campaigns.

The “Converting Visitors into Buyers” panel was moderated by Aaron Shear from Boost Search Marketing and the speakers included: Mike Moran from IBM, Nigel Ravenhill from McAfee, Michael Sack from Idearc Media Corp. and Howard Kaplanfrom Future Now Inc.

I missed the first half of this session but was able to sit in on the second half and hear Mike Sack and Howard Kaplan give the audience ideas on increasing conversions.

Michael Sack started 0ff with a story about why milk is always in the back of the supermarket.

Jolina Pettice

SES NY Session: 3 Tips to Successful Analytics

Jolina Pettice on Mar 17th, 2008     Marketing PR Conferences, Online Marketing, Search Engine Strategies, Search Marketing, Web Analytics

Web Analytics Session - SES NY 2008
A full house was in attendance for this SES NY session in which panelists discussed how to squeeze the most out of analytics and turn data into action.

Avinash on the Web Analytics Panel - SES NY 2008Specifically, Avinash Kaushik, Author, Blogger, Analytics Evangelist from Google shared the following.

3 Tips to Getting More out of Analytics

1. Measure bounce rate

As Avinash described this is essentially when someone comes to your website, vomits and leaves. OR in a less disgusting but not as funny way this is a visitor who having not found what they were looking for left the site immediately.

Be sure to measure bounce rates to understand the number of individuals who are abandoning the website. While some of the traffic will be irrelevant and therefore always likely to bounce, the majority are bouncing because the information they want (while it may be on your website) is not at their fingertips.

TopRank Online Marketing

5 Lesser Known Google Analytics Features

TopRank Online Marketing on Feb 14th, 2008     Google, Search Engines, SEO, SEO Tips, Web Analytics

Google AnalyticsGoogle Analytics is a great program that can do a lot more than most people realize. Here are a few features that you may not know about:

  • Capture internal search stats. This is a newer feature of Google Analytics and a very nice one. Not only can you see what a visitor put into your internal search box, but what page they were on when they made the search and what page they chose in the search results. Any internal search will work as long as it passes the search variable through the URL. Here’s a short video interview with Google’s Brett Crosby on some of those features.
Lee Odden

20 Analytics Tools For Blogs

Lee Odden on Jan 17th, 2008     Blogging, Online Marketing, Web Analytics

There are a lot of data points that can be meaningful for tracking blog effectiveness. That is, tracking what happens when visitors arrive at and engage with your blog content. It really comes down to the purpose of your blog. Metrics for a blog that’s focused on making a web site more search engine friendly by adding crawlable content and attracting links is quite different than a blog that’s meant to build thought leadership or brand credibility.

Many of the metrics tools used for blogs are also used for basic web site analytics. That makes sense because many blog initiatives do not have the same kind of budget as web site marketing programs do. Therefore, the analytics employed tend to be low(er) or no cost.

Lee Odden

Pubcon Video: Brett Crosby

Lee Odden on Dec 5th, 2007     Google, Online Marketing, Video Interviews, Web Analytics

While walking the WebmasterWorld Pubcon exhibit hall floor I ran into Brett Crosby from Google. We talked about some of the new enhancements that have been added to Google Analytics. The addition of site search tracking in Google Analytics was of particular interest to me and I thought I would share here.

YouTube Preview Image

Be sure to check out the TopRank channel on YouTube for more SEO interviews.

Jolina Pettice

SES Session: Meet the Web Analytics Players

Jolina Pettice on Dec 3rd, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies, Search Engines, Web Analytics

SES Chicago In a morning session, here at SES Chicago, attendees had the chance to learn from and interact with folks from the world of Web Analytics.

In particular, if you’ve been wondering what’s new with Google Analytics, I’ve got the scoop for you.

Kristen Nomura, Sr. Account Manager at Google Analytics briefed us on 3 new features and why they are important.

1. Internal Site Search Now Available
Internal Site Search and reporting is now available. This allows you to gain more insight into:
-what keyword phrase was searched
-who searched
-when did they search and
-from what pages are visitors searching most often

This data can definitely take analytics to the next level, if you’re not already tracking this data, by understanding what the visitor is looking for after reaching the site.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top