Post on 27-Jan-2015
description
Keyword Research in a (not provided)
World
(not provided) = Not a Big Deal!
…when you consider all the data we CAN see that is impossible to get offline.
#seocom #smx
Remarkable referrer data
• Cross-domain referrer data = websites talking to each other
• Websites talking to each other = keyword data, ranking data, and more!
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Keyword Rank
Remarkable referrer data
• Sample search referrer string for “seo”
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Keyword Rank
Then came secure search
• This:
• Changed to this:
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Keyword Rank
Keyword Rank
• It will get worse!– Firefox using SSL by default– 25% of web users!
Keyword 1Keyword 2Keyword 3Keyword 4Keyword 5Keyword 6Keyword 7Keyword 8Keyword 9Keyword 10Keyword 11Keyword 12Keyword 13Keyword 14Keyword 15Keyword 16Keyword 17…
(not provided)
#seocom #smx
(not provided)
In March 2012, (not provided) accounted for
20% of all referring keywords, across hundreds of
sites that we manage
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(not provided)
Some websites saw up to
40% of organic traffic hidden behind (not provided)
in March 2012
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Enough about what we CAN’T see.
• WE CAN see:– Webmaster tools– Between 60-80% of
keywords– Adwords data hasn’t skipped
a beat (and why not, right?...)
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Webmaster Tools (WMT)
Webmaster Tools (WMT)
• Pros– (not provided) doesn’t apply– Shows trending reports– Shows impressions– Shows ranking (avg. position)
• Cons– Only gives us 35 days of data– Rounds numbers to arbitrary levels
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Record and analyze WMT data
• Download the Search Query Report monthly to see quarterly, yearly trends– Recommended script (Python):
http://code.google.com/p/webmaster-tools-downloads/– Simplified tutorial for beginner-intermediate PC users:
http://goo.gl/dmd4K
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Let content guide your KW research
• Use the WMT Content Keywords report, cross-reference with the Search Queries report
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Search Queries Report Content Keywords Report
Let content guide your KW research
• And can I get a URL to go with those keywords?
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Tackling (not provided)
Tackling (not provided)
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Keyword 1Keyword 2Keyword 3Keyword 4Keyword 5Keyword 6Keyword 7Keyword 8Keyword 9Keyword 10Keyword 11Keyword 12Keyword 13Keyword 14Keyword 15Keyword 16Keyword 17…
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“The larger a sample is, the more likely it is to be representative. ”
- Mark Chu-Carroll , PhD, Google Engineer Source
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Calculating (not provided) data
1. Take keyword list2. Filter by Google-organic only3. Measure percentage of total known visits
represented by each keyword4. Multiply that percentage with (not provided),
add to total
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(not provided) sampling equation
To extrapolate total visitors for a given keyword:
Total KW Visitors = ((rv/trv)*npv)+rv
rv = Reported Visits (for current keyword)trv = Total Reported Visits (sum of all known keywords, don’t include (not provided)
here)npv = (Not Provided) Visits
•Apply to Revenue, Goal Completion, and other metrics
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Calculating (not provided)
• Google Spreadsheet: http://goo.gl/2uq5H
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(not provided) tip: segment keywords!
• There is safety in numbers– Group similar keywords
together for aggregate data (branded, non-branded, by topic)
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Segmenting keywords
• Example: Non-Branded Keywords– Could be a specific product line, topic, etc.
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Keyword research in reverse
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Sample Landing Page Report
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Key takeaways
• Be targeted in choosing keywords – when possible, base selections on revenue, goals, phone calls, rank/position strength, etc.
• Keyword segments = higher clarity • Let content guide you to low-hanging fruit• Educate clients or direct-reports on lack of
complete keyword clarity, need for data sampling for more accurate data
Key Takeaways Moving Forward
• Implement new best practices for measuring (not provided) data for higher accuracy in reporting and analyzing keyword sets
• Create new best practices
#seocom #smx
Thank you!
• Twitter: twitter.com/claye• Google+: http://goo.gl/cEhGC• LinkedIn: linkedin.com/in/claye
Special thanks to @PrestonVanDyke and @JosephBergevin for their brilliance and collaboration.
#seocom #smx