5. MEASURE
Web Analytics
– Web Analytics is the measurement, collection, analysis and
reporting of Internet data for the purposes of understanding and
optimizing Web usage. (From Web Analytics Association)
Key Performance Indicator
– a metric that an organization measures to help determine its
progress towards a goal;
– a reflection of the tactical performance of an organization;
– used to substantiate an organization’s objectives.
10. SEARCH ENGINE MARKETING
“Organic” Search Engine Marketing
– Search Engine Optimization or SEO
– Search Engine Page Position is based on a
“relevance algorithm”
Paid Search aka Pay-Per-Click aka PPC
– Search Engine Page Position is based on paid
placement
– Live & continuous 24-hour position auction
11. SEARCH ENGINE MARKETING
62% click on a search result on the first results page
90% click on a result on one of the first three pages
(default is 10 results/page)
17. SEARCH ENGINE MARKETING
We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– To be prominent on search engines
19. SEARCH ENGINE MARKETING
We Want:
– Important website pages (content pages)
– To be prominent on search engines (SERPS)
– And for prospective visitors to click through to these important
pages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and
meaningful objective (business case)
20. SEARCH ENGINE MARKETING
Keywords = Words & Phrases
• 2 -3 words are commonly searched
Relevant to your organization
Actually Searched
Not Competitive
21. SEARCH ENGINE MARKETING
Research whether people
actually search for your keywords
Results pages from www.wordtracker.com
29. EMAIL
Your contact list – “subscribers”
– Opt in
– Segmented
– Always be collecting email addresses
What you send
– Targeted to your interest groups
– Content Matters
Measurable Closed Loop Marketing
