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Many companies still approach Search Engine Optimization (SEO) and paid search as separate initiatives. This in-depth guide shows you how to use these programs as part of a comprehensive strategy - not just to improve your site's search rankings, but to attract the right people and increase your conversion rate.
Learn how to measure, test, analyze, and interpret all of your search data with a wide array of analytic tools. Gain the knowledge you need to determine the strategy's return on investment. Ideal for search specialists, webmasters, and search marketing managers, Mastering Search Analytics shows you how to gain better traffic and more revenue through your search efforts. Focus on conversion and usability - not on driving larger volumes of traffic Track the performance of your SEO and paid search keywords Apply techniques to monitor what your competitors are doing Understand the differences between mobile and desktop search Learn how social media impacts your search rankings and results Audit your site for problems that can affect users and search spiders Create dashboards and expanded reports for all of your search activities
Info autore
Brent Chaters has over a decade of experience in online marketing and interactive multimedia. He has worked with several Colleges to expand and develop their programs and students. He has worked for HP for more than 10 years through various positions, being exposed to the issues large corporations must deal with in online marketing. Working with the Canadian team he helped establish some of the first SEM and SEO programs in Canada for HP as well as worldwide in the company. He currently works with the worldwide team establishing SEO programs across multiple regions and countries based on solid metrics foundations and evangelizing the need to always be improving these results. He resides in Mississauga, Canada where he enjoys coaching hockey and spending time with his friends and family.
Riassunto
Improve your search strategy, whether it's through SEO, search engine marketing, or site search. With this comprehensive guide, you learn what data to collect, how to analyze it, and how to act upon it.
