eMetrics San Jose 2009: Omniture Introduces Google Organic Search Ranking Segmentation



Omniture, Inc. (NASDAQ: OMTR) today announced that they will be providing new reporting capabilities in Omniture SiteCatalyst that segment reports by organic keyword rankings, providing a deeper level of insight for balancing organic vs. paid search efforts, further optimizing ad spend.

When consumers perform an organic search on Google and click on a result, rank and keyword data is now being passed to Omniture SiteCatalyst. Search marketers are able to view organic keyword reports alongside paid search and other online analytics in SiteCatalyst to make data-driven decisions for online marketing initiatives. This data provides a way for search marketers to also measure the performance of individual organic keywords and adjust search engine optimization to move up in search result rankings.

According to eMarketer, search engine optimization, or SEO, is cost- effective and functional across all search engines. “Internet users prefer organic listings to paid search. They generally find them more relevant – or simply more acceptable – than advertising,” said eMarketer senior analyst David Hallerman. “Therefore, they tend to click on organic results more often than on paid search ads.”

This capability will be available to all new and existing Omniture customers through Omniture SiteCatalyst, an online analytics interface which provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst is a key component of the Omniture Online Marketing Suite.

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Comments

  1. says

    Not sure I understand this post. Sitecatalyst already provides natural search data including keywords, search engine information.

    PPC and natural reports are totally separate from each other.

    Are you referring about the new ranking updates in Google referring url?

  2. says

    From what I’ve seen this isn’t baked into SiteCatalyst or Discover, so I’m a little confused on what Omniture is announcing here. However, client’s could write a simple script to grab the ranking value from the referring URL and populate an Omniture variable.

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