12 Jun '13, 8pm

Best Practices for Measuring SEO Success by @MarcPurtell

In order to truly isolate organic search as a driver of business it’s important to look specifically at the performance metrics generated from non-branded search. Overall organic metrics can be inflated due to other marketing efforts, such as offline, which can substantially increase traffic generated from branded organic queries. A spike in organic search traffic may be incorrectly attributed to SEO if those tracking organic search are unaware of a recent TV spot, for example, that is causing consumers to search a brand name. Segmenting out non-branded search queries will provide better insight into performance specific to SEO efforts. This is easy to do by using advanced filters with organic keyword reports in most analytics platforms.

Full article: http://www.searchenginejournal.com/best-practices-for-mea...

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