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Best metrics and reports for optimizing SEO & SEM together

  • 1.  Best metrics and reports for optimizing SEO & SEM together

    Posted 02-22-2017 03:38 PM

    Introduction:

    While search engine marketing and search engine optimization are separate parts of your digital strategy, it is important to know and pay attention to how they ultimately work together to contribute to the health of your website.

    Analysis Overview:

    In many industries, your target prospects are going to require several online touches before they actually lead to a conversion. Therefore, it is important to understand how both SEM and SEO work together to provide a united front for people searching for your products. While you may be tempted to stop investing in <g class="gr_ gr_43 gr-alert gr_gramm gr_run_anim Grammar multiReplace" id="43" data-gr-id="43">an SEM</g> keyword that is not leading to direct conversions, you must first find out where that keyword is on your prospects’ path to conversion – it may be an important first step in driving people to your website, and you may find that this causes them to become more familiar with the brand and ultimately convert after a brand name organic click later.

    Analysis Benefits:

    1.     A clear picture of the tools and data available for use in comparing SEM and SEO efforts.

    2.     An understanding of how to discover which keywords are worth investing in, as well as how to find and analyze the various paths to conversion.


    DAA members, go here to view full recipe.

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    Meredith Hughes
    Analytics Pros (Corporate Account)
    Seattle WA
    206.331.4034
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