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Answer the Toughest Questions in Search Marketing [VideoBrief]

Advanced data analysis allows you to better optimize Search performance. We call it “Search Intelligence”.

This brief video gives you a high-level sense of Search Intelligence. This is a new approach to Search Analytics that:

  • ties Search activity with the entire sales funnel,
  • allows you to analyze the full set of long tail keywords,
  • and perform dynamic segmentation on any variables.

 Ultimately this approach shows you where to focus your organic and paid search efforts and budget to maximize campaign ROI and revenue.



Are your SEO and Paid Search processes and tools limiting your ability to manage huge data sets and get a clear picture of:

  • Attribution
  • Co-optimization
  • and Where to focus your efforts and budget?

Wouldn’t you love to be able to answer these tough questions…

  1. How are Organic and Paid Search interacting with each other?
  2. And how can I reduce my Paid budget without sacrificing performance?
  3. How can I optimize Search efforts based on offline sales?
  4. What non-branded keywords drove the most sales?
  5. How can I understand true attribution when multiple people within a prospect company interact with my programs?

Analytics technology has advanced and you now have the ability to manipulate vast amounts of data and drive Search strategy.

Got a question for Rob? Just leave it in the comments below. Thanks!



Video transcript:
Hi, I’m Rob Cataford, VP of Analytics at BusinessOnline, and we’re here today to talk about Search Intelligence. What we do with SI is basically look at data to drive decisions around ppc campaigns and SEO campaigns and different things you’re running.

So, in a typical world you have offline marketing that brings customers and prospects in to interact with you, and you also have organic and digital channels like ppc, seo, and so on that are bringing people to your website.
And you’re looking for success events that are running out of your website.

So this data comes in and you have a bunch of point solutions. You probably have a web analytics system, you probably have a ranking engine system, a CRM system, marketing nurturing systems and so on. And all those systems are looking at data in different ways and they are basically reporting the data back to you from different places.

So from your web analytics system, you might be receiving search click-throughs to conversion. From your marketing nurturing and CRM systems, you might be receiving a lead generation phase back to when a person becomes a customer and so on.

What we do with Search Intelligence is look at all this data together. We bring all the data sources into one data warehouse where we look at it in one place. And what we’re looking for is how all that data connects together so we can get a picture of the full funnel.

So we look at three aspects of that – and we look at these in a little more detail with examples and a demonstration.

From the performance aspect we want to measure the performance of a campaign the best way possible and make sure we account for all the different aspects of performance. That includes attribution, and success, and not only online performance but also offline performance as well.

We also want to look at keyword analysis and group keywords into groups that make sense for how we want to analyze them. The last piece is really around attribution – we want to make sure we apply the right attribution to the right campaign. Certain keywords might lead into a long sales cycle, and others might be a very short sales cycle. So we want to understand what that attribution is and make sure we’re making that correct measurement.

What we do at BOL is take all these sources and this analysis, pull it together, and report back to the client the data from big picture point of view and not just a point solution point of view. What the client then can do with our help, or without, is bring out that information and use it to optimize their campaigns.

So, this is basically the architecture of it, what I’m going to do now is show you actually how it works in a demonstration.

So let’s say we had a keyword list and we had some typical metrics like lead conversion, bounce rate, amount of searches. And so on. Part of getting the SEO-I concepts in is grouping keywords that make sense together. So let’s say for example, we want to put a filter on the keyword terms that match a certain word, like enterprise for in this case..

I’m going to click this and it’s going to find all words with enterprise – including all the long-tail words, which we need to keep track of. As we start to look through this list, we see branded terms. In this case ABC is the brand of the company. And we see other things we may not want to include – we see the word training. We want to pull these out – we want people interested in our enterprise software product, not in finding training for a product they already have. So we can put in different exclude filters. Here we’re excluding all terms with ‘training’, here we’re excluding all brand terms – so we’ll take out ‘ABC’ and so on because they will generally drive search in a more natural way.

So now I’m getting a big long list of keywords that are being aggregated up here and we can look at it as one thing.
The next piece is to get the proper success metrics. In this case lead conversion and bounce rate are success metrics on this keywords set.

Let’s say it’s a bit different and we’re trying to drive people to our blog site. We might need a specific metric around that. So we can add and change metrics here.

I’m just going to add in a ‘blog conversion’ and that’s pulling that in and now we can basically pick our KPIs we need to build the campaign around. The other thing we can do is over here, we’ve brought in data that basically once a person becomes a lead, in a lead conversion they become a qualified lead or a highly qualified lead in a downstream system. And that is only known by the CRM. So we’re pulling the CRM data back into this system to pull it together so now we can add ‘qualified leads’ to here. And see which keywords or keyword sets are driving the ‘qualified leads’ that are the people who are more likely to become customers.

So you can see having the proper success metric and being able to aggregate keywords into groups that you can analyze together you can really start to efficiently measure the effectiveness of a keyword set or a campaign.

Last piece is around attribution so if these keywords are driving from ppc and also from seo, we look at how those interact with each other. In other words, if people coming in based on organic links and later on they are using your paid links to navigate back to your site – you’re paying for people you’ve already acquired before. We can look at flow between organic and paid in different aspects. How many who started in organic went through social and then to paid or how many went from paid to organic and so on. And this can help drive decisions on where to spend your money and where to spend effort. So, that’s our approach to Search Intelligence, thanks for your time.