Search & Analytics Year In Review

As we head into the holidays, we’re looking back at our own metrics for top posts of the year, and we wanted to share a recap of the most read stories in several categories on Search Engine Land.

In the Search & Analytics column, our experts cover everything from the basic installation of tracking codes and tags, to advanced statistical analysis to measure the success of your organic SEO activities, paid search campaigns, social media efforts and everything in between.

In 2012, search marketers were also faced with some bigger topics related to data analysis – with ‘big data’ being all the rage, changes in Google data sampling and the appearance of the ever frustrating (Not Provided).

Here’s a rundown of the analytics related topics that resonated most with search marketers:

Top 25 Posts Of 2012 By Search & Analytics Columnists

1. How To Manage Big Data With Pivot Tables  by Annie Cushing
2. A Marketer’s Guide To Table Formatting In Excel by Annie Cushing
3. How To Make Google Analytics Talk To Excel, In Plain English by Annie Cushing
4. Google Analytics Update To Organic Reports by Daniel Waisberg
5. Work Smart, Not Hard – An Introduction To Google Analytics Dashboards by Carrie Hill
6. How To Turn (Not Provided) Into Useful, Actionable Data by Carrie Hill
7. 10 Simple Tips To Make Your Excel Charts Sexier by Annie Cushing
8. Using Google Analytics To Collect & Benefit From AdWords Position ROI by Carrie Hill
9. Easy To Advanced Uses Of Cell Formatting In Excel by Annie Cushing
10. How To: Google Analytics Installation For Novices & Beginners by Carrie Hill
11. How The Era Of ‘Big-Data’ Is Changing The Practice Of Online Marketing by Nathan Safran
12. How Much Is A Click Really Worth? by Benny Blum
13. How To Go Picasso On Your Data With Conditional Formatting by Annie Cushing
14. A Primer On AdWords Remarketing Using Google Analytics by Carrie Hill
15. Conversion Rate Optimization In Paid Search: Why Click Through Rate Matters by Benjamin Vigneron
16. Google Analytics Now Data Sampling: What’s The Catch? by Benny Blum
17. Are You In Danger Of An Online Traffic Crisis? by Carrie Hill
18. 5 Common Tracking Problems: How To Troubleshoot & Fix Them by Carrie Hill
19. How To Gather Evidence To Help Determine If It’s Time For A Mobile Website by Carrie Hill
20. Virtual Pageviews Or Event Tracking – Which Is Right For You? by Carrie Hill
21. Justified – Beginning Steps To Proving Your Internet Marketing Point by Carrie Hill
22. Understanding Your Analytics Versus Campaign Management Tools by Benny Blum
23. Using Data To Better Understand Tablet Consumer Behavior by Benny Blum
24. Dear Google: Take Me To Dinner First Before You Try To Score by Nathan Safran
25. Reporting On Social Media Engagement by Carrie Hill

Annie Cushing’s Excel Master Class For Marketers

As you can see above, several of Annie Cushing’s articles landed towards the top of the list. Apparently, search marketers are in dire need of more Excel tutoring, especially for those on Macs, as Annie’s guides tend to offer some support for Apple fanatics since this segment of Excel users tend to be left out a little in the standard technical documentation. For 2013, it’s very likely we’ll keep some focus on this hot topic to help search marketers out with their reporting duties!

Here’s the complete guide, from start to finish, in case you missed any:

• A Marketer’s Guide To Table Formatting In Excel
• How To Manage Big Data With Pivot Tables
• Easy To Advanced Uses Of Cell Formatting In Excel
• How To Go Picasso On Your Data With Conditional Formatting
• 10 Simple Tips To Make Your Excel Charts Sexier
• How To Use Macros You Find Online In 6 Easy Steps
• How To Make Google Analytics Talk To Excel, In Plain English

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Elisabeth Osmeloski

Elisabeth Osmeloski was Director of Audience Development for Search Engine Land and MarTech. She was responsible for increasing readership through owned, earned and paid media channels. In addition, she assists in programming sessions at Third Door Media's Search Marketing Expo conference series and manages speaking engagements for editorial staff. Follow her on Twitter @elisabethos.