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.