[...]... in the search world While there have been many books on website analytics, search engine optimization (SEO), and paid search (and even some on site search) , this book looks at bringing these disciplines together as search engine marketing (SEM) , as originally conceived by Danny Sullivan (http:// searchengineland.com/does -sem- seo-cpc-still-add-up-37297) Solid search programs are driven by data and analysis,... Tracking Words—SEO and Paid Search, dives into exploring how to track words and establishing plans for both SEO and SEM to improve and modify your keywords, as well as understand words that may have issues or be virtually impossible to rank on Chapter 5, Coordinating SEO and Paid Search, explains how to tie your SEO and SEM programs together and how to look for opportunities in each of your search strategies... theories and ideas in either program, and how to determine which of the two (i.e., SEO or SEM) is the better choice for your site You will learn how to coordinate the data you are seeing to improve both programs Chapter 6, Site Search Analytics, will show you how to capture the value of your own site search and how to look for ways to improve it Chapter 7, Correlating SEO/Paid Search and Site Search, ... measurement of on -site navigation issues and needs Think about moving beyond measuring traffic volume, and measuring business objectives and goals Think about measuring to improve those objectives and goals Who Are You Optimizing For? First, let me come right out and say it: why do SEO and SEM people always have to prove which is more important? Why can’t we just all be search people? A well-defined search program... findability and relevance The goal of most search engines is to provide the most relevant piece of information in response to a query that is put into a little box like the one in Figure P-1 Figure P-1 The search box Assumptions This Book Makes This book expects that if you are a search specialist, you understand the basics of SEO, SEM, and site search (meaning you understand how to set up a paid search. .. campaigns and how to use this data to coordinate and improve those campaigns For anyone looking for deeper insight on SEO, SEM, site search, or statistics in general, I highly recommend the following books: For SEO: Eric Enge et al., The Art of SEO: Mastering Search Engine Optimization O’Reilly, 2009 For SEM: Brad Geddes, Advanced Google AdWords Wiley, 2010 For site search: Peter Morville and Jeffery... data and analysis, and combine both SEO and paid search tactics Site search is an oft-forgotten source of mineable data, and should be included as part of your overall SEM program Nowadays, SEM has been co-opted to define paid search When Danny Sullivan first coined the term, his intent was to illustrate that SEO was part of a search strategy and that the newly defined space of paid search was another... expert and the executive Why Measuring Search Is Important In today’s market, search can be responsible for driving anywhere from 10% to 90% of traffic for websites Google serves 34,000 searches per second, while Yahoo! and Bing serve 3,200 and 927 searches per second, respectively (http://searchengineland com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709) With Facebook, Google, Yahoo!, and. .. just measuring the traffic that gets to your site, but what users do once they are there My approach is to optimize the user experience, while maintaining an open and friendly site for search engines Search is a developing field that is growing rapidly and at a highly competitive pace Companies are taking note and investing in search, be it paid, organic, or site search As companies invest in search, ... user (words and searches bringing them to your site) , data throughout your site (what they are doing on your site) , and off -site data (influence over offline actions such as buying a product in a store), and then to tie all of this back to data from the search engine (determining whether the engines are interpreting your site s content as you feel it should be interpreted) The success of your search campaigns . it. Chapter 7, Correlating SEO/Paid Search and Site Search, will bring all three search disciplines together: SEO, SEM, and site search. You will learn how to. understand how to set up a paid search campaign, you understand that organic search cannot be bought, and you understand how your site search operates and