Main points of discussion (Divided into 4 Acts):
Act 1 – Break down data
Analytics has many rows/columns of data and it’s crucial to weed out the the most important data. Top ten rows of branded keyword data is not the majority of traffic, need to focus on the bulk of data (which includes the largest volume) and analyze it. Most volume lies in long tail. Using tag clouds can help understand keyword relations, and determining if your website is generating a good balance of organice trafic (long tail vs. short tail; branded vs. non-branded).
Act 2 – Outcomes!
Creating goals with economic values can help lead your clients in the right direction, focusing them on what’s important and what’s not. Actions such as downloads, e-mail signups, clicking on ads, viewing more than one page, should all be turned into goals with a monetary value (even if it’s a relative value).
Act 3 – Think Long Tail (“Impression Virgins”)
The great thing about long tail non branded search queries is that they are made by people who have yet to decide on what website they want to visit. They are still exploring, looking for the most relevant result on the SERPS. It is our job, as analysts and as SEOs, to have our results displayed and pages optimized. These are visitors that have yet to make branded short tail visits, they are in a much more preliminary phase of the buying cycle. Avinash gave an example of HMV, and search based keyword tool, which I will write a separate post about in the near future. Stay tuned, priceless info.
Act 4 – Attribution of Clicks
One of the million dollar questions asked by companies and analysts is:
Which medium should get credit for a conversion? For example, a visitor may view an ad multiple times, visit the website a few times, click on an organic result, later click on a ppc result, then finally click on a newsletter received by e-mail , at last making a conversion. In this process (or buying cycle), all of the above mediums had a helping hand in the conversion. So who should get the credit? How do we know where to allocate our ad spend dollars? These questions are all very valid… Stay tuned for a separate post on this issue, the answer may save you a lot of time and money.
Overall, I really enjoyed the info and the way that it was presented. And who knew that later that day Efrat and I would get a more up close and personal session with Avinash.
PPC or SEO? The Ultimate Search Marketing Battle
Another session worth mentioning was called “PPC or SEO? The Ultimate Search Marketing Battle.” This panel was manned by some of the most well know personas in the online marketing arena.
On the SEO side: Ralph Tegtmeier, David Naylor, Rand Fishkin.
On the PPC side: Andrew Goodman, Paul Mead
The discussion was pretty lively, with Rand heating things up and stressing the growth potential and creativity within the SEO world. Naylor and Tegtimeier shared their fare share of wisdom, with Goodman and Mead firing back with substantial PPC efficiency evidence.
When time was up, the audience had a chance to ask questions. I asked if SEO will still be a part of first page results in the years to come, as Google has been increasingly pushing PPC results, video/image results, real time search results, product search results, and business local results. Naylor replied that he believes that pretty soon all of Google’s first page results will be paid. Rand said that Google is constantly testing, and it seems to me that he believes SEO has a bright future ahead.
Cherry on Top – Up Close and Personal
At the end of the day, Efrat and I were invited by Alan Wrafter from Google to the Google UK office in order to join the GAAC agencies in a more informal session with Avinash. Avinash disclosed some info about the future of Google Analytics and tools that are being developed to help analysts get a better overview of important data.
Local Pub with GAAC Forum and Alan Wrafter
The evening was capped off with beers at a local pub with all the GAAC’s and Alan.
A long and fruitful first day… What’s in store for us tomorrow?