Measuring search performance
Web analytics tools can perform a quick analysis of the core keywords in your industry, also enabling you to research competitor paid-search advertising trends and statistics for that industry. These tools can track and trend natural search results as well, modeling and predicting the benefits. Analytics tools are indispensable for tracking competitor search performance so you can understand how to leverage their strengths and weaknesses to your own advantage.
However, it's important to use accurate, clean data for best results. All your online advertising campaigns should be tagged with URL-tracking parameters to accurately measure site performance and/or online marketing campaign performance when executing dual natural and paid search campaigns.
Search, both natural and paid, is a significant driver of traffic for most websites. As the economy softens, there is increased demand to prove investments are working and to know how well. That’s when measurement becomes essential.
When you measure search performance, your web analytics reporting tools typically provide you with quite a bit of information right out of the box. You'll be able to see how much traffic your site received from each search engine. You'll even be able to see what search terms visitors used to view the paid or natural listing that led to your site. Before you can accurately measure search campaign performance, however, you must have established your Key Performance Indicators (KPIs).
Key Performance Indicators
KPIs are important metrics that can help you measure progress toward achieving website and marketing campaign goals. They must be quantifiable metrics that will indicate success or failure in meeting your established business goals.
When measuring search metrics, start by identifying site goals to be achieved with paid and natural search campaigns. You might want to measure year-over-year page views and the percentage of new visitors, identify conversion leads and engagement metrics, or look at homepage performance or international markets, depending on the nature of your site.
You must know who your visitors are and what they're looking for to set specific, quantifiable goals. Depending on your site category and business goals, the table below offers a few examples of KPI reporting.
As an addendum to your executive KPI report, you should include a search engine marketing scorecard.
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