Why Search Analytics Matters The budgets, activities and expectations that drive search engine marketing—notably Pay Per Click (PPC) and Search Engine Optimization (SEO)—are all on the rise, and are increasingly taking budget share from traditional marketing and advertising channels. With this rise in budget and expectations comes greater accountability. Because of this, marketers must take a far closer look at their search engine marketing campaigns--at a level much more in-depth than their web analytics applications have ever been able to provide. Search analytics helps marketers get a firmer grasp on what it takes to bring their products and services to the forefront of the hyper-competitive space of search engine result pages (SERPs). Search Analytics Traditional Web Analytics Search analytics is not intended to replace Web analytics tools; rather it extends Web analytics by focusing on search-related metrics, i.e. what happens when a consumer or a business-tobusiness customer performs a search for a product or service. Traditional web analytics focuses on tracking everything related to traffic coming to a site, providing an overview of what visitors do after they arrive. Search analytics focuses specifically on a site’s search traffic and reveals highly detailed insights for search marketers. vs. How Search Analytics Works Benefits of GeoTargeting Search analytics examines the dynamics behind a page’s ranking on search engine result pages (SERPs), providing a granular look at exactly how visitors find a site through paid campaigns or organic search. Search analytics solutions show a site’s ranking for a keyword phrase in a specific geographic location—a task that web analytics solutions and rank checking software have failed to master. Search analytics focuses only on search and search-related factors related to a site including keywords or keyword phrases used, keyword ranking across search engines and geographic areas, and the searcher’s location. Why is this information important? If an online business sells bedroom slippers, knowing that its site ranks on page one for ‘bedroom slippers’ in Milwaukee but on page two for the same search term in New York City will help determine if the business’ current marketing efforts are paying off and which marketing tactics it should tackle next. Search analytics solutions let marketers see which keywords are driving traffic to their site, and shows how a particular page of the site ranks within the search results, e.g. one keyword phrase may garner a search result on page three, while another keyword phrase claims a search result on page one—the holy grail of SERPs. Search analytics’ geotargeting data is highly refined, showing the city (and in some cases, the zip code) associated with each search referral. After identifying their current search ranking for important keywords, marketers can then tweak their campaigns and move up in the search engine results, thus driving additional traffic and conversion. Enquisite, Inc. 649 Mission Street, 5th Floor San Francisco, CA 94105 On the Web: www.enquisite.com Call Us: (866) 607-9450