Omniture recently announced that it would offer a Complimentary VISTA solution to any company that requested it, allowing Google natural search page ranking to be passed into a variable whenever it occurs in the referring URL. This is the first time that Omniture has offered a VISTA solution for no additional cost, and my primary suggestion is to take advantage of this opportunity as I believe you will be able to gain significant value form these reports.
How you can get value from this complimentary VISTA solution:
The recommendation for the basic implementation of this solution is to place the natural search ranking into a Custom Traffic Variable (or “prop”). Then you will be able to look at your natural search keywords report and break it down by the Google search rank prop using a correlation. This will provide you with all the natural search keywords and the ranks that occur.
First thing to remember: when you are setting up the prop make sure you also set up the correlation between your natural search keywords and the search rank prop. Without this you will not be able to see which keywords resulted in which rank within SiteCatalyst.
Warning! The following paragraph is an advanced concept:
If you really want to squeeze the most out of this complimentary solution, here is my suggestion. Use Omniture Discover, Data Warehouse, or ASI to breakdown by Pages > Search Rank > Keyword. (You might also want to break down Pages > Keyword > Search Rank, whichever you prefer). You may also take another approach and segment by key pages or by natural search ranking to get this data broken down in powerful ways. These breakdown reports will show you how pages are ranking relative to their keywords.
If you don’t have Discover, Data Warehouse, or ASI then have your supported user contact Omniture Client Care or their Omniture Account Manager and request to have a 5 item correlation enabled. Ask to correlate Pages with Search Rank prop and natural search keywords. You will only be able to see pageviews from this breakdown but the value is there.
How you can get the MOST value from this complementary VISTA solution:
Have the VISTA solution place the search rank into a prop and a Conversion Variable (or “eVar”). You will be able to take your keywords, break them down by the search rank and pull in metrics such as revenue, orders, units and any other conversion events. Comparing keyword search rank directly with conversions will give you a full picture. Any actions you make will be well informed because they include conversion metrics which is what you want to concentrate on.
Example: You take your Unified Sources keyword eVar and break it down by search rank. You pull in metrics such as revenue, form completion and email list sign-ups (assuming you are setting those events). You scan through the reports and find keywords that have a poor ranking but a high conversion rate. You will immediately know that the keyword is one you should concentrate on for you SEO and even make sure it is part of your paid campaigns.
However, this will only reasonably work if you have the Unified Sources Vista solution. If you don’t have it already, then take a couple minutes to look over my post on Unified Sources. You will definitely be able to gain huge returns on your investment. And I believe you will see even more returns by combining this complimentary VISTA solution with Unified Sources.
It may seem obvious that placing the natural search ranking into an eVar as well as a prop is better than putting it into just a prop. But more data is not always better data; placing the search ranking in an eVar has limited usefulness if you don’t correlate the rank with keywords. And the only way you will be able to do that with an eVar is if you have an eVar that contains your natural search keywords. This is what the Unified Sources VISTA solution accomplishes.
Note on the creation of the solution:
If you follow my blog (subscribe here), then you know my team is the team that builds VISTA solutions. A point to remember is the Google Search Rank solution is a custom developed solution (like everything the Engineering Services team does). So, you will need to contact your account manager and get an agreement in place.
This solution will only be complementary to the end of September, which means you need to sign the contract before Oct 1, 2009 or you will need to pay the standard VISTA solution pricing.
As always, post your comments or e-mail me at paurigemma (at) omniture.com. It is your comments and e-mails that keep me posting and give me ideas for future posts. If you do decide to purchase an Engineering Services solution, make sure you mention the blog and you will get white glove treatment.