TopRank Online Marketing

Jolina

SES New York: Converting Visitors into Buyers

Posted by Jolina on Mar 18th, 2008 in Marketing PR Conferences, Online Marketing, SEO, SEO Tips, Search Engine Strategies, 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.

Jolina

SES NY Session: 3 Tips to Successful Analytics

Posted by Jolina on Mar 17th, 2008 in Marketing PR Conferences, Online Marketing, Pay Per Click, Search Engine Strategies, 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.

Thomas McMahon

5 Lesser Known Google Analytics Features

Posted by Thomas McMahon on Feb 14th, 2008 in Google, SEO, SEO Tips, Search Engines, 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

Posted by Lee Odden on Jan 17th, 2008 in 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.

Lee Odden

SEO Developments, Challenges and Tactics

Posted by Lee Odden on Sep 27th, 2007 in Business of SEO, SEO, SEO Tips |

UK based e-consultancy holds periodic round tables meetings with agency and client side search marketers to discuss issues in the industry with a report published afterwards. The most recent September report, which highlights a number of search engine industry developments, SEO challenges and tactics motivated me to write this post. Many of the issues in the report are on the minds of in-house and agency marketers world wide.

Here are a few of the issues discussed and my own thoughts as they relate to each with a nice little rant at the end:

Lee Odden

Measuring Search Marketing Success

Posted by Lee Odden on Feb 7th, 2007 in Online Marketing, Pay Per Click, SEO, Web Analytics |

measure.jpg

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)
Lee Odden

Measuring Search Marketing Success

Posted by Lee Odden on Jan 10th, 2007 in Online Marketing, Search Industry News, Web Analytics |

Chris Sherman is doing another Search Marketing Now Webcast tomorrow at 1PM EST on “Measuring Search Success“. This is a free event sponsored by our friends at ClickTracks.

You’ll learn:

  • How to recognize a successful search strategy
  • How to fine tune your current marketing efforts
  • Which analytics tools can save you time and money

Chris is without question, one of the most knowledgeable people in the search marketing industry, so sitting in on this webinar is a no-brainer.

Lee Odden

ClickTracks Merges Now Offers Services Including SEO

Posted by Lee Odden on Aug 21st, 2006 in Online Marketing, Search Industry News, Web Analytics |

Early this morning I received an email from John Marshall (as did other bloggers and pubs) announcing the merger of ClickTracks into a group of companies owned by J.L. Halsey that includes: Lyris, EmailLabs, and Hot Banana in a deal worth about $10 million.

I must say, congratulations to John, he’s a great guy, entertaining speaker, smart and very passionate about web analytics. The combined resources of the J.L. Halsey companies is sure to help ClickTracks offer a very valuable set of services to each group of customers as well as attract a new set of clients.

Lee Odden

Web Analytics Demystified - Interview with Eric T. Peterson

Posted by Lee Odden on May 16th, 2006 in Interviews, MIMA Seminars, Online Marketing, Search Industry News, Spotlight on Search, Web Analytics |

Spotlight on Search - Interview with Eric T. Peterson

When you think of authorities on web analytics, one person that should be on your list is Eric T. Peterson. Eric is currently Vice President with the Visual Sciences division of web analytics firm, WebSideStory, is the author of several books on web measurement and moderates several popular discussion lists on analytics. He also manages an excellent site on web analytics called Web Analytics Demystified. He previously worked as an analyst with JupiterResearch and has been cited in the Wall Street Journal, Washington Post, New York Times, CNN, Business 2.0 and others as an expert on the topic.
Eric will be speaking at a MIMA event tomorrow evening here in Minneapolis so I thought I would check in with him and do a little interview.

Lee Odden

MIMA Web Analytics Seminar

Posted by Lee Odden on May 11th, 2006 in Interactive Marketing, MIMA Seminars, Marketing PR Conferences, Online Marketing, Search Industry News, Web Analytics |

Members of the Minnesota Interactive Marketing Association and the local interactive community in the Twin Cities will be getting the lowdown on web analytics next week. Eric T. Peterson from the Visual Sciences division of web analytics firm, WebSideStory and author of several books on web measurement will be presenting, “Making Your Web Analytics Work. Hard”.

From the press release:

‚ÄúFew organizations fully realize the potential of their investment in web analytics technology,‚Äù said Peterson. ‚ÄúWeb analytics applications provide truly actionable data that can be used to positively impact an organization‚Äôs bottom-line but companies need to treat web analytics as a business process, not simply an ad hoc endeavor. My work at Visual Sciences, and my MIMA presentation, revolves around how companies can treat web analytics as a business process and dramatically improve the return on investment.”

Lee Odden

Web Marketing Metrics

Posted by Lee Odden on Mar 7th, 2006 in Blog Marketing, Online Marketing, Online PR, Pay Per Click, SEO, Web Analytics |

Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:

  • Brand impact (i.e., increased brand awareness, intent or favorability)
  • Number of impressions
  • Position of paid listing
  • Number of clicks
  • Ratio of new to returning visitors
  • Amount of increased website traffic
  • Duration of website visits
  • Amount of increased traffic to physical store
  • Amount of increased volume to call center


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