I'm scheduled to speak at the next Search Engine Super Powers Meetup which will be taking place on February 11th, 2008 somewhere in NYC (I can't find the actual location since it's not been formally scheduled yet, as far as I can tell).

I'm told that I'll be speaking along with Kevin Heisler, Executive Editor for Search Engine Watch and Kevin Ryan, content director for SEW and SES.  I've met Kevin Heisler a couple of times before (and we never got around to having lunch - which I think we were supposed to do maybe a year ago, or so) and know of Kevin Ryan, but I don't think we've formally met (or, at least, if we have, I don't recall - but it's possible, that I have).

Anyway, I suggested to Matt Mack, over at Conners Communications, that I speak briefly about Search Analytics combined with Web Analytics (seems like a good thing to mix - they kinda are the same thing as far as I'm concerned).

With that in mind - I'm going to throw out a few formulas I came up with for isolating high value traffic - but say no more about it until I formally present my findings at the NYC Search Engine Super Powers Meetup on February 11th.  I'll let my readers know more about it when I know for sure the meetup is posted - and I'm inviting all of my readers in the NYC area to attend.

And now - here's my formulas which were done using Google Analytics and a well known Art Site - I adjusted the thresholds around my client's traffic - but - you could adjust them, depending on who your working with.

Note: The formulas herein are based on my own reasoning and assumptions – they aren’t meant to work 100% - they just get you closer to the sites you want to contact, depending on we’re searching/sorting on:

1. Best sites for advertising to obtain New Subscribers to an website  Newsletter (per year):

Reasoning:  Based on a goal set up in a client's Google Analytics profile, you want to filter first on a relatively high percentage of visitors who signed up for the newsletter from that referral source (over .3%).  Also, you want a high percentage to be New Visitors (an assumption that has yet to be tested – perhaps that requirement is not necessary as it may take visitors repeated exposures to make a decision).  

Clearly, Newsletter Subscribers would be interested in the site, therefore, the bounce rate should be as low as possible (visitors leaving after viewing only one page) and you need a high number of visitors to make marketing on that site worthwhile, I set at least 250 visitors a year as a benchmark – but you can set your own.

2. Best Sites to Attract Engaged New Visitors to Website (per year)

Reasoning:  Similar to Formula 1, above, but without the requirement of Newsletter signups.  My thinking is that there are other measures (which haven’t yet been set up as Goals yet).

3. Best Keywords (Organic and Paid) that attract engaged visitors (per year)

Reasoning: Based on the way you sort/filter this list you’ll come up with the best keywords/paid and organic to market to.   In this case, I’m also considering pageviews per visit per keyword and average time on site – as Keyword Searches are active – not passive – they’re not the result of a link, but of searching on an active need or desire for information –therefore, it’s more appropriate to look at engagement levels (time spent, pageviews per visit).

4. Best Paid Keywords that attract engaged visitors (per year)

Reasoning: Based on the way you sort/filter this list you’ll come up with the best paid keywords to market to.   In this case, I’m also considering pageviews per visit per keyword and average time on site – as Keyword Searches are active – not passive – they’re not the result of a link, but of searching on an active need or desire for information –therefore, it’s more appropriate to look at engagement levels (time spent, pageviews per visit).

 If you want to get the story behind these formulas and get of them and how to best use them for Super Powering your Search Analytics using Web Analytics - come to my presentation on February 11th (once Matt Mack tells me where it is).