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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 8. Month 3: Search Analytics—Internal Search, SEO, and PPC

Up to this point, we have taken a systematic approach toward understanding how to create an analytics program—from learning the metrics fundamentals to creating a comprehensive analytical strategy that supports your business goals. I am sure you can't wait to dive deeper into more data and analytics and simply kick it up a notch. Let's do just that in the upcoming chapters—as chef Emeril Lagasse would say: Bam!

In this chapter, you will mine one of the most extensive sources of actionable insights that you will find in your web analytics data: your search data. I will cover the much-hyped-about world of pay per click (PPC), or search engine marketing (SEM), but at the same time ...

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