SAScon 2011: Cutting Edge Search Technology
Chair: Ben McKay, Speaker 1: Ross from Ad Insight, Speaker 2: Joost de Valk, Speaker 3: Dixon Jones
Which technology makes great campaigns easier?
— Ross —
AdInsight – Evolution of phone call analytics.
Online search produces offline sales. Yahoo showed 92% searches resulted in and offline conversion, 42% with a phone conversion.
Methods in order of efficiency/complexity:
- Unique telephone extensions -cheap, limited by hardware.
- Unique code identifiers – cheap, unlimited codes. Problems – need to train staff, entered incorrectly, many sales agents will select the 1st on a dropdown as it’s easier.
- Unique phone numbers – Fairly inexpensive for a small number of campaigns.
- Keyword call tracking – pool of numbers, each unique search phrase is allocated a number. Limited – duplicate mix up.
- Visitor call tracking – pool of numbers, needs more number than keyword call tracking. Can track various sources, conversions & more info.
Visitor call tracking
You can view the visitor path (including multiple visits via multiple sources), call recording, conversions, etc.
You can integrate this with CRM systems, Analytics packages, etc.
The future of call tracking
Phone tracking is still developing, and is growing in popularity… watch this space…
Q: How does it work, don’t you need thousands of unique phone numbers?
A: we use an algorithm, most clients will have a pool of about 100 phone numbers (depending on volume of traffic). Each visitor needs to see a unique number for their session. Numbers are added back to the pool after a period of time.
— Dixon —
Useful tools for SEO:
- SEMRush – this is a tool which allows you to analyse Organic & PPC traffic & search results entry data. It has a huge volume of data, useful CSV exports & API.
- Google Custom Search tool – has been useful to see the effect of the Google Panda update. You can feed in the resulting competitors from SEMRush into a new custom search tool.
- Tag Crowd – Gives you a very quick view of the main subjects covered by the site, and what anchor text is being used. The results of this can identify problems – e.g. a display of irrelevant terms means your site needs some content/anchor text re-writing.
- Majestic SEO -backlink data.
The tools that bring these different elements together:
- RavenSEO – reporting suite.
- AnalyticsSEO – Analytis of where you are now. How far you have got to go. What you need to do next. Pulls in Analytics, ranking & link data into the one place. It prioritises problems that need to be addressed.
— Joost —
22 free tools that kick ass:
- Google Analytics Tracking Code Debugger (free tool from Google, extension for Chrome).
- EpicOne – SiteScan – checks analytics tracking code is in place.
- Bitly.Pro – allows you to have your own custom short url.
- Clicky – good if you like wearing a tin hat (alternative for people wary of Google Analytics). Real-time.
- Google Webmaster Tools – e.g. Fetch as Google Bot (lets you check whether someone’s hacked your site & added spammy links to your site & cloaked)
- Google Cache
- Dave Naylor Keyword Density tool (but don’t use if you are competing with any of Dave’s clients… They’ll be tracking the data!)
- Google Insights for Search – show seasonal changes & country by country variations.
- Geositemapgenerator.com – KML sitemap generator.
- UK.GetListed.org – good for local search marketing.
- Wirify – A bookmarklet which generates a PNG of a website wireframe. Shows how sites are structured.
- Concept Feedback – feedback on design ideas within 2 days for $99.
- Clicktale – allows you to watch a video of people using your website. Help identify usability issues.
- Google Website Optimiser – integration with Analytics is getting better. Good for Free.
- Contrast Ratio Calculator – this will help you ensure contrast is great enough – help avoid usability issues.
- Browsershots – check how your site displays in various browsers.
- Quix – Bookmarking on steroids. Loads of commands for different things.
- Google page speed – really good source of information. It tells you what you need to do to your site, how & why.
- SpriteMe – Helps you create one file with all the images for your template images (buttons, menu backgrounds, etc). So the user only needs to download one file. Also gives you the CSS export. Really helps speed your website up. Reduces the number of HTTP requests.
- Pingdom – shows each file & how long it takes to load, checks 404’s, page too big, issues with images, etc.
I missed 2!
Q: Other tools/techniques that should have been mentioned?
A: Page speed – Smushit for image compression. (owned by Yahoo). Gzip with your HTTP access file.
Q: Why don’t people use bid management system?
A: Small scale projects, more control, easy to see waste without them, doesn’t replace human intelligence, easier to react to upcoming/latest events/Press.
Q: Tools that integrate (Search/Social) well?
A: Not yet. Killer system will integrate Majestic/Twitter Firehose/Facebook data
Q: There are tools for project management, analysis and reporting – is there one tool to rule them all for SEO?
A: Raven and Linkdex are close, but the requirements vary for different users. There will always be a range for different purposes. On the other hand, SEO is often only part of the marketing for a company.
Q: What level of engagement can you track with AdInsight?
A: It integrates with Google Analytics, so you can see all the visitor behaviour available via Google Analytics for phone visitors.
Q: Success stories for AdInsight?
A: Have reduced cost per conversion from £50 to £20 for one client.