Post on 23-Aug-2014
description
LIFE AFTER “NOT PROVIDED”
BENJAMIN SPIEGEL
Company
What
Role
What do I do
Obsessions
Catalyst / GroupM / WPP
Media investment management
Director, Search Operations
Design enterprise search engagements
@nxfxcom
My two daughters
Flying planes
Data and insights (seriously)
German carswww.catalystsearchmarketing.com
LET’S TALK KEYWORDS
(NOT PROVIDED)
JUST IN CASE…
WHAT IS(NOT PROVIDED)?
IN 2011 GOOGLE STARTED TO
ENCRYPT SEARCH
ENCRYPT SEARCH?
HTTP VS. HTTPS
PRE-2011
Browser header
contained referral URL
YOU WOULD SEE
POST-2011
SECURE TRANSMISSION
= NO REFERRAL DATA
75%-92% (NOT PROVIDED)
SO WHATWAS LOST?
KeywordLanding
pageActivity
THE CONNECTION
A COUPLE OF THINGSJUST TO BE CLEAR…
1. IT’S NOT COMING BACK
No matter what you do
2. YOU CAN’T PAY FOR IT... believe me I’ve tried…
3. THERE IS NO SUBSTITUTIONFrom a reporting perspective…
I TRIED THAT AS WELLNot even volume matched…
COMPARING GA TO WMT
Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
OR BY PERCENTAGE
Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
4. IT DOES NOT MATTERNot really … anymore.
WHY?Does it not matter anymore?
1. THE CLIENTS DID NOT CAREIt was interesting, but keyword data did not lead to action
2. GOOGLE IS ABOUT RELEVANCE, CONTENT &
CONTEXTNOT ABOUT KEYWORDS
WE USED KEYPHRASES FOR A LOT
REPORTINGOPTIMIZATION
PLANNINGSTRATEGYCONTENT
PAID MEDIA&
INSIGHTS
LET’S TALK ABOUT
INSIGHTS
INSIGHTS=
DATA
MY DATA SOURCEOF CHOICE
HOW TO DELIVER WMT INSIGHTS AT
SCALE
1. COLLECTING THE DATA
OPTION 1
Webmaster Tools API
OPTION 2
Python Solution
OPTION 3
Not advised ….
2. CONNECT THE OUTPUT TO YOUR DATABASE
LOAD DAILY DATA
3. ENHANCE YOUR DATA
Add additional data such as
Google Trends
Search Volume
Avg. CPC
Actual CPC
Rank
…
4. SEGMENT YOUR DATA INTO THEMES
For an automotive brand it could be:
Branded / Unbranded
Car Model
New / Used
Type (Convertible / SUV)
Price Class
Day of Week
…
5. CONNECT YOUR DATA
OUR FLOW
6. TELL A STORY
INSIGHTS2ACTION
EXAMPLES…
WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND
CONVERTIBLES?
ORGANIC CONVERTIBLE IMPRESSIONS
DOES THE CTR CHANGE BY DAY OF WEEK?
(STILL TALKINGCONVERTIBLES)
CTR BY DAY OF WEEK
DOES IT DIFFERBY BRANDED VS UNBRANDED?
(YEAH, STILL TALKINGCONVERTIBLES)
BRANDED VS UNBRANDEDCTR BY DAY OF WEEK
ITS ALL ABOUT CONTENT, SO HOW ABOUT A
CTR STUDY?
BY LANDING PAGE / CONTENT
NOT WMT, BUT:WHAT DAY/HOUR
CREATES THE HIGHESTCONVERSIONS?
CONVERSION RATEBY DAY/TIME
AND SOME MORE IDEAS
CTR / Impressions by weather
Conversion rate by time
Engagement by day of month
Discover new terms
Low CTR content
Ranking changes by day of week
…