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Chapter 7. Goal-Based Analysis

Every organization has goals. Your organization is likely using conventional web analytics to measure how well its Web site or intranet is performing in helping it meet its business goals. But is it using metrics that come out of search?

If the answer’s no, you’re not alone. Lack of goal setting around (and involving) search is a chronic problem facing most organizations and a missed opportunity that can lead to loss of revenue.

The past four chapters showed you how to analyze your query data from the bottom up—so that useful insights would emerge. In this chapter, we’ll take a top-down approach. We’ll show you how SSA metrics ...

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