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Improve your search strategy, whether it's through SEO, search engine marketing, or site search. With this comprehensive guide, you learn what data to collect, how to analyze it, and how to act upon it. Learn how to develop everything from an executive level dashboard and ROI measurement to a deep analysis of a specific term or word to see how it can improve your overall ranking. The book includes an overview of analytic tools and how they work with either your SEO arsenal or your ability to unearth market opportunity and analyze competitors. Learn how and when you should use each metric presented, and discover how to improve the search experience for both customers and spiders. It's ideal for search specialists, webmasters, and search marketing managers. * Get in-depth coverage of a vital topic that isn't covered in detail elsewhere * Manipulate and correlate different data sets to provide accountable and actionable analytics * Learn the difference between macro, micro, value, and action metrics * Use site audit results to further optimize a page, site section, or the entire site * Provide metrics to help sell the value of search to executives in your company
Brent Chaters has over a decade of experience in online marketing and interactive multimedia. He has worked with several Colleges to expand and develop their programs and students. He has worked for HP for more than 10 years through various positions, being exposed to the issues large corporations must deal with in online marketing. Working with the Canadian team he helped establish some of the first SEM and SEO programs in Canada for HP as well as worldwide in the company. He currently works with the worldwide team establishing SEO programs across multiple regions and countries based on solid metrics foundations and evangelizing the need to always be improving these results. He resides in Mississauga, Canada where he enjoys coaching hockey and spending time with his friends and family.