Danny Sullivan from Search Engine Watch has just reported that Google will be making it’s Urchin Analytics program free for anyone with an Adwords account, and a restricted version to those without one. What’s the catch?
Well, here is my take on it:
1. By utilizing a web stats/analytics program like Urchin, merchants/advertisers will be able to improve the user experience and detect errors in their site. This improves overall conversion rates and an increase in conversion rates will lead to an increase in prices for Adwords clicks, because this effectively takes the cost of a click closer to the intrinsic value of the click.
2. I do believe that Google will, at some stage, start using Urchin to improve it’s natural search listings – I have been saying this for some time. This is obviously a sensitive issue, but overall I think it’s a very positive and groundbreaking move, and that other engines like Yahoo will either look to follow or leapfrog.
Here is the official post on the Google Blog.