MeasureCamp - Search Metrics Workshop
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This document summarizes a workshop on search metrics led by Nicolas Malo. It discusses key metrics for organic search, paid search, and internal search. For each category, it lists initial suggested metrics and additional metrics proposed by workshop participants. The workshop aimed to identify important metrics for analyzing search engine traffic across different channels using a standard model. Nicolas Malo has over 20 years of experience in digital analytics and online marketing.
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MeasureCamp - Search Metrics Workshop
- 2. About Nicolas Malo • 20 years of experience in Cyber, Online, E-Marketing, Digital Marketing • Focusing full time on Digital Analytics for the last 6 years • Author, Speaker, Trainer, Teacher and Consultant in Digital Analytics, based in Lille (Northern France) • Online Tutor for the UBC Award of Achievement in Digital Analytics • DAA Certified Web Analyst, Adobe SiteCatalyst Implementation Certified, AT Internet Analyzer Certified, Comscore Digital Analytix Certified, Google Analytics Qualified and Tag Commander Certified 2 #measurecamp @nicolasmalo
- 3. Many thanks to all Participants! 3 #measurecamp @nicolasmalo
- 4. Many thanks to all Participants! 4 #measurecamp @nicolasmalo
- 5. Many thanks to all Participants! 5 #measurecamp @nicolasmalo
- 6. Many thanks to all Participants! 6 #measurecamp @nicolasmalo
- 7. Workshop Objective Discuss Search Metrics by using the following model 7 Organic Search Internal Search Paid Search
- 11. Part 01 Organic Search
- 12. A few indicators to start with • Share of traffic for organic search • Bounce rate for organich search • Conversion rate for organic search • Branded vs non-branded share of organic search traffic • Percentage of new visits from organic search 12 #measurecamp @nicolasmalo
- 13. Indicators suggested by participants (1) • Percentage of relevant / viable / qualified traffic from organic search • Share of traffic by geography from organic search • Share of traffic by gender & interests from organic search • Share of device usage from organic search • Equivalent advertising value (EAV) 13 #measurecamp @nicolasmalo
- 14. Indicators suggested by participants (2) • Share of organic traffic by buying cycle stage (browsing, shopping and buying) • Clickthrough rate per organic searched keyword • Percentage of mispelled searches • Percentage of micro & macro-conversions completed from organic search 14 #measurecamp @nicolasmalo
- 15. Indicators suggested by participants (3) • Domain & Page Authority Metrics • # of text links to domain • Page ranking positions • # of keyword ranked • # of referring domains 15 #measurecamp @nicolasmalo
- 16. Indicators suggested by participants (4) • # of landing pages for organic search • Proportion of intent-matched pages • Crawl frequency • Depth of crawl • # of social shares of content 16 #measurecamp @nicolasmalo
- 17. Indicators suggested by participants (5) • Percentage of mobile-friendly pages • Share of traffic with 404 errors • Average site speed • Subsequent engagement rate from organic search 17 #measurecamp @nicolasmalo
- 18. Part 02 Paid Search
- 19. A few indicators to start with • Share of traffic for paid search • Bounce rate for paid search visits • Conversion rate for organic search visits • Branded vs non-branded share of paid search visits • Percentage of new visits from organic search 19 #measurecamp @nicolasmalo
- 20. Indicators suggested by participants (1) • Share of visitors with paid and organic searches • Share of traffic by broad / exact and match phrases • Share of traffic based on campaign structure / creatives 20 #measurecamp @nicolasmalo
- 21. Indicators suggested by participants (2) • Paid keyword rankings • Quality score • Weighted average quality score • Share of traffic by device 21 #measurecamp @nicolasmalo
- 22. Indicators suggested by participants (3) • Average cost per click (CPC) vs maximum bid • Clickthrough Rate (CTR) • Cost per Acquisition (CPA) • Revenue per Click (RPC) • Return on Ad Spent (ROAS) 22 #measurecamp @nicolasmalo
- 23. Indicators suggested by participants (4) • Customer Lifetime Value (CLTV) • Search impression share • Display impression share • Share of traffic by time of day • Share of traffic by days of the week 23 #measurecamp @nicolasmalo
- 24. Part 03 Internal Search
- 25. A few indicators to startwWith • Share of visits with at least one internal search • Conversion rate of visits with least one internal search • Share of searches with no results 25 #measurecamp @nicolasmalo
- 26. Indicators suggested by participants (1) • Average number of internal searches by visits • Share of searches with no results • Share of buying vs browsing vs informal searches • Share of internal searches with mispellings • Time spent on pages after search 26 #measurecamp @nicolasmalo
- 27. Indicators suggested by participants (2) • Share of internal searches by originating pages • Percentage of site search exits • Percentage of clicks on search buttons on 404 pages • Share of internal searches of single terms vs long tail terms 27 #measurecamp @nicolasmalo
- 28. Indicators suggested by participants (3) • Organic search keywords rankings vs internal search terms rankings • Share of traffic on landing pages from internal search (re-directed searches) • Percentage of internal searches leading directly to product pages • Internal search resurface rate 28 #measurecamp @nicolasmalo
- 29. Indicators suggested by participants (4) • Organic search keywords rankings vs internal search terms rankings • Share of traffic on landing pages from internal search (re-directed searches) • Percentage of internal searches leading directly to product pages with no stock • Internal search resurface rate 29 #measurecamp @nicolasmalo
- 30. Indicators suggested by participants (5) • Share of traffic from internal search vs organic search on pages • # of indexed pages • Share of internal searches by time of day • Share of internal shares by day of week 30 #measurecamp @nicolasmalo
- 31. Indicators suggested by participants (5) • # of repeated searches per session • # of modified searches per session • Clickthrough rate by search • % of advanced searches 31 #measurecamp @nicolasmalo
- 32. Nicolas Malo OPTIMALWAYS 45/1 avenue de Flandre 59290 Wasquehal France Tel : +33 3 59 36 50 35 nmalo@optimalways.com www.optimalways.com