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What do you think is the most important metric to track in Google Search and why?
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in Metrics by (21 points) | 974 views

3 Answers

+3 votes

Goal: The goal of Google Search is to organize world's information and make it universally accessible.

User Segmentation:

- Users: Who use search to find information (students, researchers, casual searcher)

- Businesses - Who use search to drive traffic to their businesses (eCommerce, Local Businesses)

For this question, I'll choose to address the key metrics for the Users:

Pain Points / Use Cases:

- To find relevant information (better search results based on user intent)

- To find information efficiently (to be able to quickly understand what the links are leading to)

Based on the use cases of the users, we can define the most important metrics to track.

Metrics to Track:

%age of exits - how many people could not find any relevant search results and just left the page

CTRs - a higher CTR indicates higher relevance of the results

Number of results loaded - if the user couldn't find relevant results in top 10 and goes on to explore more results.. This again indicates irrelavant top results

Time spent on SERPs - to identify if the users are able to find relevant information quickly

Out of these, I would choose %age of Exits as the most important Metric as it summarizes all the other sub metrics and it has a direct impact on the business.

 

Would be happy to receive any feedback on this :)

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+1
Hi..nice answer - and good effort to keep things structured.

Well thought through from a customer perspective

One feedback - We are not clear on what the desired outcome for Google is here. e.g. Are they trying to monetize through advertisements, are they trying to monetize through sponsored search. If we had a good understanding of this, we could have done a better job in justifying the metric.
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0
Very insightful!
0
Thank you
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by (75 points)
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