compare the contribution toward revenue goals from each
search engine to determine where you see the greatest efficiency.
Try to break this down into a percentage that ultimately shows you going from
a search engine down through a visit or trial of e-commerce metric
since that can be a very effective story for an executive.
You can also evaluate using advanced analytics at the keyword level.
You can take a bucket of keywords that contribute to particular page or URL and
look at the opportunity of those keywords.
You might be considering metrics such as search volume, competitive positioning
where your competitors are ranking for particular terms differently than yours,
and looking at a bucket of keywords for a particular URL or
product line then comparing performance against other marketing channels.
This is another great way to communicate the value of a particular
keyword focused campaign against initiatives.
As you think about multi channel data analysis, you might want to consider
the contribution of SEO against other channels.
Again this requires a team qualified to deliver this level of insight.
You can gain a sophisticated and complex view to the performance of each marketing
channel by looking at things like direct entries to the website.
SEO performance, paid-search performance, and social or display media.
If you do this month-over-month, you'll see
how that marketing channel contributes to the key objectives of the campaign.
One additional way to consider using advanced analytics is determining
the percentage of contribution of SCO to different type of products.
For example, you may have a product suite that has a small, medium and
large version where it may have a free or paid version.
Look at the contribution of SEO through the various types of factors,
such as size, or customer loyalty.