natural search

Like the digital world itself, search marketing is never static. The landscape, opportunities, and competition are always changing, so likewise your search efforts need to continually evolve for ongoing success. Analytics are tools and techniques for tracking and analyzing site traffic and campaign performance. We use them throughout the lifecycle of your search marketing: at the start, before any money is spent, to identify opportunities and set objectives; and later to monitor results.

With an analytics dashboard that aggregates a variety of data, you can trace back the action, behavior, and source of every user — most significantly those who convert to actionable customers — so you can figure out which search efforts were working to attract them.

The Benefits of Analytics

• Quantifiable identification of ROI through hard data showing what search strategies are and aren't working
• Graphical representations to illustrate meaningful trends and facilitate comparisons
• Ability to test different alternatives (keywords, bids, creative, etc.) and quickly see results
• Actionable solutions for change and improvement to both natural and paid search marketing initiatives

How We'll Help You

The GTO Search team is trained on and has in-depth experience with all the major analytics solutions, as well as our own proprietary tools. But remember, all the data in the world is useless unless you know how to analyze it and what to do with those insights. We have years of experience deriving the meaning behind the data and translating it into solutions that work.

Our services include:

• Pre-campaign reporting to evaluate your site's current state and set benchmarks for search marketing strategies
• Goal setting to identify the tangible, quantifiable metrics (e.g., "X% increase in search-based traffic within Y months") you want to achieve and measure
• Monthly reports (high-level and detailed) once search campaigns are in place to keep you on top of rankings, traffic, keyword performance, and other success metrics
• Ongoing action plans based on data analysis, offering concrete steps to improve search rankings, site performance, and user conversion

Want to discuss strategies and enhancements for improving your site's search performance? Submit an RFP

Key Partners and Tools

For analytics:

• Omniture
• WebTrends
• WebSideStory

For research:

• Cognos
• qSearch
• Media Metrix
• Generation M
• AdRelevance
• DART
• Atlas

For the best results, include analytics as part of a broader search marketing strategy. GTO Search can also help you with:

Natural Search
Paid Search
International Search
Reputation Management
GTO Search Frontier
Search Marketing Resources