Compete.com, New Search Analytics
October 12th, 2007 Posted in Analytics, Natural Search Optimization, Search Engine MarketingI spent some time this AM reviewing the new Search Analytics service from Compete.com and have the following insight.
The Search Analytics service provides marketers with the following capabilities:
- Keyword Referrals tool allows you identify what sites are getting traffic from certain keywords of interest.
- Site Referrals tool allows you to identify what keywords are leading to specific websites or categories of websites.
The Keyword Referrals tool will help you understand what sites are benefiting most from specific keyword phrases. For example: Using the search term “stephen harper” you will see that the gc.ca website gets 19.5% of the total referrals for this keyword phrase. This is of course not too surprising considering he is the Prime Minister of Canada and the resulting site is the Government of Canada website. See the sample report below.
From this same report you will see the value of the site search data, which shows you how much of a websites traffic comes from a given keyword or keyword phrase. In this example, conservative.ca gets just over 28% of its traffic from the keyword phrase, “Stephen Harper” again not surprising as Mr. Harper is the leader of the conservative party.
The second component of the Search Analytics solution is the Site Referrals service which allows you to start your search with a website and gain insight into which keywords are driving traffic to the site and what percentage each keyword or keyword phrase contributes to the overall traffic for the site. Again, using the Government of Canada website as my example, see the chart below.
From this report you will see that Compete.com provides users with a view that starts with the keyword and shows site share, combined with keyword engagement and keyword effectiveness. The keyword engagement is a time metric that shows the average amount of time a user stays on a website for a given keyword. While the keyword effectiveness metric combines the total number of people referred by a search term and the amount of time those people spent on the site giving you a view of totals rather than averages.
So hopefully you are starting to see how this information can be useful. I am looking at building some of these metrics into my regular reporting so that I can measure how effective my site and my marketing programs are at owning more and more share of each keyword and keyword phrase I am targeting. For more information visit the Search Analytics page at Compete.com.
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