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Mastering Search Analytics: Measuring SEO, SEM and Site Search Paperback – Oct 29 2011

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Product Description

Book Description

Mastering SEO, SEM, and Site Search

About the Author

Brent Chaters, a Senior Leader of SapientNitro’s Analytics and Search practice, currently works with many fortune 500 companies and executives to help them better understand and improve their search and marketing strategies. A former member of Hewlett Packard’s worldwide team, Brent helped to create and implement some of HP’s first SEM and SEO programs. Brent has worked in several countries to establish SEO programs based on solid metrics, and helps clients continually improve search results.

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5 of 6 people found the following review helpful
Disappointed But Useful March 6 2012
By John T. OFarrell - Published on
Format: Paperback
I was disappointed in Mastering Search Analytics by Brent Chaters (O'Reilly Publishing, October 2011, 359 pages). While full of accurate information on the different sub fields of `search', organic, paid, site, etc., there is so much unneeded content, often poorly presented, that the book became burdensome to read. In retrospect I feel that the editorial staff at O'Reilly failed to do their job in helping the author produce a smaller yet higher quality book.

What could be said in a sentence took a paragraph. What should have been a link to supporting website often was pages of needless instructions on how to use interactive tools. In his chapter on Tracking and Optimizing SEO and Paid Search Traffic, Mr. Chaters takes three full paragraphs to basically convey the idea that "it is better to have smaller high quality traffic that converts well versus high volume low quality traffic that does not convert well." The book is weighed down by detailed step by step instructions on how to use free and paid online tools. This would have been much better if the author had only focused on the value and output the tool could offer while providing a link to a supporting site where anything from text instructions to screen shots to videos to updated content could be offered. Not to mention that the moment one of those tools is updated or modified the book is outdated. As of this writing is available for registration.

A seasoned interactive marketer even with no direct experience in the search field will find much of what is written here superfluous. Does a book whose stated target audience includes "search engine managers" really need to provide a lengthy explanation on the difference between month over month results versus year over year results?

The layout of the book also adds to its burdensome nature. Many useful URLS to articles and white papers are provided, however, instead of being a footnote the URL is dropped right into the middle of sentence. That's fine when the URL is six, seven even maybe ten characters but a URL that take up nearly a full line or more of a page really is upsetting to the eye and train of thought when reading. The number of times this occurs makes it noteworthy. Likewise Master Search Analytics could have been more impactful when describing mathematical formulae and theory if the equations had been placed in display or call out boxes rather than imbedded in the text as if it were the transcript of lecture on the topic.

I have to conclude with that after reading it that Brent Chaters is truly an expert in the field of search marketing and its analyses. I did take away a number of new learnings and "nuggets" that I will employ in my own marketing programs. With some significant editing I think this would be a good book for a person looking to enter the field or perhaps in their first role as a search marketing associate. While I cannot recommend Mastering Search Analytics, for those who decide to purchase it my recommendation is to read the beginning of each chapter, skim the rest and use it as a reference source in your business library.

John O'Farrell is an interactive marketing expert in the metropolitan New York area. You can visit his blog:
A must-have technical guide for SEMs! Feb. 23 2015
By . - Published on
Format: Paperback
This book provides a lot of valuable data-mining tips for search data for online marketers to make a better informed decision about their search marketing strategy in both paid and organic search. Interesting topics include: correlating seo/paid search and site search data, tracking off-site trends, and webmaster tools-data directly from the engines. It's a great technical book to keep. For further references on top strategic search marketing techniques, such as PPC, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills on paid search. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowering your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

On the other hand, Integrated Search Marketing Solution & Organic Search: Search Engine Optimization, Social Media, and Email Marketing: Winning Formula for SERP Dominance is a good SEO book for cross-reference when building your business website. It teaches you how to implement on-page, off-page and server-side optimization to boost up the SEO competency of your website. For example, it teaches the readers about how to implement tactical link building to become the center of an authoritative hub and deploy facet navigation and page segmentation. It also shows the readers how to avoid duplicate content, the tactics to deploy 301 redirect, and the SEO practices of exception handling and the adoption of custom 404 error page to increase visitor retention rate, and how to increase content / code ratio as well as the programming techniques to boost the web performance. The benefits won't just stop here. It also presents plenty of tips for email marketing. It teaches you how to increase open rate, subscribe rate, CTR and conversion rate by tweaking critical email elements. Also, the book lists out on the most important metrics to watch for in your email campaign and how to interpret these metrics and optimize the email elements accordingly In addition, it demonstrates the tips for the experiment design for your email campaign for further improvement on the critical email elements. Furthermore, Its critical tactics in FB marketing based on role playing will open your eyes.

It always take a colletive techniques on various channels to make an online marketing campaign successful! Enjoy your reading and have fun!