How do you analyze and evaluate search results and search performance?

Sample answer to the question

When analyzing and evaluating search results and search performance, I start by using website analytics tools like Google Analytics, NetInsight, and Omniture. These tools help me gather data on website traffic, user behavior, and conversion rates. I also perform keyword research to identify opportunities for optimization and content development. Additionally, I monitor search results and performance across different search channels to identify any fluctuations or trends. I share my analysis and recommendations with the team and management, keeping them informed on project development and timelines.

A more solid answer

In analyzing and evaluating search results and search performance, I leverage my solid understanding of performance marketing and online customer acquisition. I dive deep into website analytics tools like Google Analytics to analyze website traffic, user behavior, and conversion rates. I also conduct extensive keyword research to optimize existing content and identify new opportunities. When faced with challenges or fluctuations in search performance, I apply critical thinking to identify potential causes and develop strategies for improvement. I communicate my analysis and recommendations effectively to the team and management, ensuring everyone is informed and on the same page.

Why this is a more solid answer:

The solid answer expands on the basic answer by including specific details about the candidate's experience and skills in performance marketing, customer acquisition, and critical thinking. It also highlights their ability to effectively communicate their analysis and recommendations. However, it can still be improved by providing examples of past projects or achievements related to analyzing search results and performance.

An exceptional answer

Analyzing and evaluating search results and search performance is a multi-faceted process that I excel at. Drawing on my extensive experience in SEO, I employ a comprehensive approach. I not only leverage website analytics tools like Google Analytics, NetInsight, and Omniture, but also utilize advanced bid management tools like Click Equations, Marin, and Kenshoo to optimize PPC campaigns. I have successfully conducted A/B and multivariate experiments to identify the most effective strategies for improving search performance. Moreover, my expertise in HTML, CSS, and JavaScript allows me to understand and overcome any technical constraints that may impact search results. I constantly stay abreast of the latest trends and best practices in SEO and digital marketing, ensuring that my analysis and evaluations are always cutting-edge. To effectively communicate my findings, I create visually engaging reports and presentations that clearly convey my insights and recommendations to both technical and non-technical stakeholders.

Why this is an exceptional answer:

The exceptional answer goes above and beyond by showcasing the candidate's extensive experience and expertise in SEO, including their use of advanced bid management tools and their ability to conduct A/B and multivariate experiments. It also highlights their technical skills in HTML, CSS, and JavaScript and their commitment to staying updated on the latest industry trends. The answer is exceptional because it clearly demonstrates the candidate's thoroughness, innovation, and ability to effectively communicate complex information. However, it could be further improved by providing specific examples of past projects that highlight their exceptional abilities in analyzing and evaluating search results and performance.

How to prepare for this question

Familiarize yourself with various website analytics tools like Google Analytics, NetInsight, and Omniture.
Study and practice keyword research techniques to optimize content and uncover new opportunities.
Stay updated on the latest trends and best practices in SEO and SEM.
Develop your critical thinking and problem-solving skills by actively seeking out and solving SEO challenges.
Practice presenting and communicating your analysis and recommendations to both technical and non-technical stakeholders.

What interviewers are evaluating

Analytical skills
Problem-solving
Attention to detail
Critical thinking
Strong communication skills