TopRank Online Marketing

Lee Odden

Measuring Search Marketing Success

Lee Odden on Feb 7th, 2007     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

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