search and the new economy session 3 search engine analytics

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Prof. Panos Ipeirotis Search and the New Economy Session 3 Search Engine Analytics

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Search and the New Economy Session 3 Search Engine Analytics. Prof. Panos Ipeirotis. Today’s Objectives. Understand current audience Get intelligence from referring URL’s Get intelligence from search keywords Plan and optimize site for target audience Optimize internal search - PowerPoint PPT Presentation

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Page 1: Search and the New Economy Session 3 Search  Engine  Analytics

Prof. Panos Ipeirotis

Search and the New Economy

Session 3Search Engine Analytics

Page 2: Search and the New Economy Session 3 Search  Engine  Analytics

Today’s Objectives• Understand current audience

– Get intelligence from referring URL’s– Get intelligence from search keywords

• Plan and optimize site for target audience– Optimize internal search– Optimize external search

• Keyword-based Advertising (Pay per Click, PPC)– Understand pricing model– Understand keyword selection principles– User generated content and ads

• Advertising Networks– Guest speaker: Heath Row, Research Manager at Doubleclick

Page 3: Search and the New Economy Session 3 Search  Engine  Analytics

Understanding Own Website Audience

Who are these people?

1. Analyze URLs2. Analyze Keywords

Page 4: Search and the New Economy Session 3 Search  Engine  Analytics

Analyzing Referral URLs: Demographics

QuantCast for CNBC

Page 5: Search and the New Economy Session 3 Search  Engine  Analytics

Analyzing Referral URLs: Affinities

QuantCast for CNBC

Page 6: Search and the New Economy Session 3 Search  Engine  Analytics

Analyzing Referral URLs: Upstream and Downstream

• Where referral site gets traffic from• Where referral site sends traffic to

Page 7: Search and the New Economy Session 3 Search  Engine  Analytics

Live Demos on QuantCast and Compete

• Sites that you would like to analyze?

Page 8: Search and the New Economy Session 3 Search  Engine  Analytics

Keywords: Embracing the Long Tail

Head

Tail

• How thick is your “head”? (Explains potential risk.)• What is the distribution of Branded & Non-Branded keywords?

Page 9: Search and the New Economy Session 3 Search  Engine  Analytics

Keyword Composition

• Classification of queries in search engines– Navigational– Transactional– Informational

• Keywords with your brand are navigational– In principle, there should be no competition– Site should rank high– Typically in the head of the distribution

• Non-branded keywords are the real target

Aware/Loyal Customers

Competitive/Searchers Customers

Page 10: Search and the New Economy Session 3 Search  Engine  Analytics

Analyzing Keyword Queries: Funneling

• What is the intent of customers that type such queries?

• Hint: What they searched before/after?– Search Funnels: http://adlab.msn.com/searchfunnel/

– How can you catch customers earlier?

– What customers do when they leave?

Page 11: Search and the New Economy Session 3 Search  Engine  Analytics

Get Keyword Demographics• Keywords have demographic signatures

– Microsoft adCenter Demographics Prediction: http://adlab.msn.com/DPUI/DPUI.aspx

– Quantcast http://www.quantcast.com/keyword:keyword

• Example: [posters]

Page 12: Search and the New Economy Session 3 Search  Engine  Analytics

Get Keyword Demographics• Example: [Jessica Alba]

Page 13: Search and the New Economy Session 3 Search  Engine  Analytics

Today’s Objectives• Understand current audience

– Get intelligence from referring URL’s– Get intelligence from search keywords

• Plan and optimize site for target audience– Optimize internal search– Optimize external search

• Keyword-based Advertising (Pay per Click, PPC)– Understand pricing model– Understand keyword selection principles– User generated content and ads

• Advertising Networks– Guest speaker: Heath Row, Research Manager at Doubleclick

Page 14: Search and the New Economy Session 3 Search  Engine  Analytics

Going Beyond Existing Traffic

• So, we know what people come to the website

• How can we get customer for other keywords?

– Search Engine Optimization (SEO)– Pay-per-Click Advertising– Advertising Networks

Page 15: Search and the New Economy Session 3 Search  Engine  Analytics

What is Search Engine Marketing (SEM)?

• Search Engine Optimization (SEO)– Improve “organic” result rankings on search engines – Adjust elements important to search engine algorithms

• Pay Per Click Advertising (PPC)– Also known as “sponsored results”, advertising that

appears to the top, bottom, or side of search engine natural results

– Typically cost is generated on a “pay-per-click” model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of “cost per impression”.

Page 16: Search and the New Economy Session 3 Search  Engine  Analytics

Search Marketing Facts• 80.6% of searches use 2 or more words (current trend is 2-3

word searches)

• 87% of searchers do not search past the first page of results

• 33% of searchers believe that the top ranking is also the top brand of the industry.

• 56% of retailers say that 10-40% of their total orders come from PPC advertising

• 62% of users do not know the difference between paid vs. natural listings

(source: Pew Search Engine Users Study)

Page 17: Search and the New Economy Session 3 Search  Engine  Analytics

Why Search Engine Marketing?.

• Highly effective and targeted form of advertising• High effectiveness given the cost

Page 18: Search and the New Economy Session 3 Search  Engine  Analytics

Search Engine Optimization

• Commonly forgotten step: Internal Optimization

– People increasingly search internally (>10% and increasing)– Obvious influence of Google

• Internal searches have nothing to do with external

• Nicely optimized sites: Amazon, CNN

• Many badly optimized: (See example of H&R)

Page 19: Search and the New Economy Session 3 Search  Engine  Analytics

H&R desktop software• Many online solutions, but customers also want software

…simply losing 10% of customers (at $20 to $90 a pop) can be costly

Page 20: Search and the New Economy Session 3 Search  Engine  Analytics

Content Edits (see also Session 1)

• Keyword should appear in:– Domain (if possible)– Filename / URL– Title tag– Meta keyword, Meta description– Bold text– Link text– Overall content of the page– Put ALT tags in images (accessibility as well)

Page 21: Search and the New Economy Session 3 Search  Engine  Analytics

How Important Are Links? (see also Session 1)

• Important ranking factor (see Session 1)

• Put links back to the website in press releases

• Put links in profiles from social networking sites

Page 22: Search and the New Economy Session 3 Search  Engine  Analytics

Get Indexed

• Many sites only partially indexed, or not at all– Deep link structure– Only search-based access

• Simple solution: Using Sitemap Protocol– http://www.sitemaps.org– Sends lists of URLs to crawl to search engine– Typically improves indexing speed and coverage