This post is part of my notes from the Online Marketing Summit I attended in June 2009 in Cleveland, OH.
Aaron Toledo, Business Online
When implementing actionable analytics, starts with goals. Business metrics and goals -> Reporting -> Analysis -> Testing, optimization, and action, then repeat. Ask yourself “why?”. Analytics is the center of data-driven decision making. Educate the “HiPPO” with transparent communication, context, goal visualization, and internal support. HiPPO = Highest Paid Persons Opinion. Properly measure through off and on-site analytics. Also measure the behavior of the user.
Understand long-tail keywords and keyword rankings.
Less competition, lower volume per word, and you can capitalize on keyword opportunities. If you’re not in the top 10, you’re not being seen. Work with averages, because SERPs fluctuate based on a number of factors such as location and time. Attend to the user via landing page testing and path / funnel analysis.
Lots of tools available in search engine webmaster centers. (Note, Bing’s webmaster center can be found here.)
