Performance Marketing with Google™ Analytics: Practical Strategies for Maximizing Online ROI

Chapter 11. Search Engine Optimization (SEO) and Google Analytics

IN THIS CHAPTER

• Knowing Truth from Fiction with SEO

• Understanding the Case for Web Analytics and SEO

• Measuring Effectiveness of SEO Efforts with Google Analytics

• Advanced SEO Analysis Techniques

• Validating That Your SEO Metrics Are Accurate

Search engine optimization, commonly referred to as SEO, could be defined as the art and science of optimizing Web sites for improved exposure in search engines. It was probably less than a week after the first public Internet search engine was developed that SEO came into existence. Why? The search engine result page is the intersection of interest and intent, the Holy Grail of marketing.

While this is not a book about search engine optimization, this chapter is! We believe it is important to understand how search engines work at a high level, the history behind search engine optimization, and why the traditional means of measuring the success or failure of search engine optimization is no longer relevant and new methods of measuring SEO success are needed — and available — with Web analytics tools.

Knowing Truth from Fiction with SEO

There are two approaches to SEO. The first works to increase ranking and exposure of a site artificially, often without doing anything to improve the true importance, relevance, and competitiveness of the business behind the site. In short, this erroneous approach to SEO is rooted in trying to trick the search engines into ranking a site higher than it really ...