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Since search results, especially advertisements, differ depending on where you are searching from, data collection methods have to account for geographic location. Keyword monitors do this more easily since they typically know what location their client is targeting. However, to get an exhaustive
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in addition to search analytics. Services that perform keyword monitoring only scrape a limited set of search results, depending on their clients' needs. Services providing reverse search, however, must scrape a large set of keywords from the search engines, usually in the millions, to find the
235:(Google's popular search ad system), use of search analytics services is still very low, around 1-25% as of Oct. 2009. This could point to a large opportunity for the users and makers of search analytics given that services have existed since 2004 with several new services being started since.
145:. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons,
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for example, are often different for the same search depending on the time, geographic location, and history of searches from a particular computer. This means that scraping advertisers can be hit or miss.
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Time after Search = The amount of time users spend on your site after performing a search. This is calculated as Sum of all search_duration across all searches / (search_transitions + 1)
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Percentage Search
Refinements = The percentage of searches that resulted in a search refinement. Calculated as Search Refinements / Pageviews of search result pages.
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Search Depth = The number of pages viewed after performing a search. This is calculated as Sum of all search_depth across all searches / (search_transitions + 1)
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owners understand and improve their performance on search engines based on the outcome. For example, identifying highly valuable site visitors or understanding
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Total Unique
Searches = The total number of times your site search was used. This excludes multiple searches on the same keyword during the same session.
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must be adequate to accurately represent the larger population. Scraping results can be highly accurate, especially when looking at the non-paid,
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362:. In S. Feldman, M. Uretsky, M. Najork, & C. Wills (Eds.). Proceedings of the World Wide Web Conference (WWW ’04) (pp. 13–19),. New York: ACM
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releases its own data, but only in an aggregated way and often without assigning absolute values such as number of visitors to its graphs.
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Search analytics data can be collected in several ways. Search engines provide access to their own data with services such as
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Taking a look at Google
Insights to gauge the popularity of these services shows that compared to searches for the term
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Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of
Strategic Social Media Marketing: A Holistic Framework".
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search engines. Getting traffic statistics from ISP's and phone homes provides for broader reporting of
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Search
Refinements = The number of times a user searched again immediately after performing a search.
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Search analytics accuracy depends on service being used, data collection method, and data freshness.
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Sessions with Search = The number of sessions that used your site's search function at least once.
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logs and phone home methods are accurate for the population they sample, so sample size and
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Percentage of sessions that used internal search = Sessions with Search / Total
Sessions.
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Results
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Classifying Web Search
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Search Exits = The number of searches made immediately before leaving the site.
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reverse search, several locations need to be scraped for the same keyword.
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414:"Analytics Tools & Solutions for Your Business - Google Analytics"
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Percentage of Search Exits = Search Exits / Total Unique
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to investigate particular interactions among Web searchers, the
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Search log analysis: What is it; what's been done; how to do it
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APPLICATION OF DIGITAL MARKETING FOR LIFE SUCCESS IN BUSINESS
336:. Library and Information Science Research, 28(3), 407-432.
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Google
Analytics: How Site Search metrics are calculated?
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137:(SEO). In other words, search analytics helps
398:: CS1 maint: multiple names: authors list (
345:Ortiz-Cordova, A. and Jansen, B. J. (2012)
465:"About Google Trends – Google Trends"
106:Learn how and when to remove this message
485:"Install Google Toolbar - Toolbar Help"
358:Rose, D.E., & Levinson, D. (2004).
561:Promotion and marketing communications
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360:Understanding user goals in web search
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443:. BPB Publications.
332:Jansen, B. J. 2006.
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380:: 118–126.
187:web traffic
143:user intent
540:Categories
514:2012-12-30
494:2022-11-12
470:2012-07-09
423:2018-09-03
320:References
133:(SEM) and
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153:, et al.
276:See also
198:Accuracy
183:scraping
233:AdWords
216:organic
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