[ Not Provided ] - You Shouldn't Take It So Hard

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[NOT PROVIDED] You Shouldn’t Take it So Hard Eitan Helman SMX Jerusalem, 2014

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October 2011 was a month to remember for search engines marketers. Google announced that they will start to encrypt organic keywords data to protect users privacy. At the beginning they promise it will be only for about 10% of the organic traffic and for logged in users only (logged into one of their Google products accounts). Unfortunately for us marketers, over time we kept seeing that the [not provided] percentages goes up rapidly in our analytics reports. Two years later, on November 2013, Google switched all their organic keywords data to be 100% encrypted. Soon after, in January 2014 Yahoo also started to encrypt their organic keywords data and Bing is testing this policy as well. We will soon live in a world of 100% not provided keywords data. Sounds scary? Well... it doesn't have to be. Let me explain why - Back in the old days, SEO was all about trying to rank for as many keywords as possible. Marketers used to try and rank for every single keywords they could find by building a page dedicated for a particular keyword. We were building hundreds and thousands of pages, trying to rank for keywords, even similar keywords, while delivering poor content.Yes my friends, this is the honest truth (at least for many of us). Well... this strategy doesn't work no more. Building poor content, stuffing pages with a particular keyword and trying to build links to those pages are exactly the food Google's Panda & Penguin "loves" to find. This strategy will get your site punished by the mighty Google rather sooner than later. I think that in many ways, Google going to 100% not provided is just the last nail in coffin for the keywords approach. Google is pushing us to stop focusing on keywords and start focusing on more important stuff as amazing content creation, adding value to our users, branding, building our authority, thinking of our users and paying more attention to usability. The good news are, that over time it will make our sites and the entire web better. But in order to do it, we need to switch from the keywords approach into the new inbound marketing approach. My presentation provides a general framework how to approach keywords in 2014, and how to build your SEO strategy accordingly.

Transcript of [ Not Provided ] - You Shouldn't Take It So Hard

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[NOT PROVIDED]

You Shouldn’t Take it So Hard

Eitan Helman

SMX Jerusalem, 2014

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WHY ???

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IT IS

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Maybe We Need to…

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I’ll Explain

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Was All About

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We Were Building

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KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

KEYWORD XXX

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But

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We Were Building

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Doorway

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Poor Content

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This

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Doesn’t Work

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The Keywords Approach

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Here is My

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#1

KWs Research Market Research

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#2

Map Your Market KWs Market Topics /

Content

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#3 Consolidate KWs by Groups / Themes

Family AAA

•KW A1•KW A2•KW A3•KW A4

Family BBB

•KW B1•KW B2•KW B3•KW B4

Family CCC

•KW C1•KW C2•KW C3•KW C4

Family DDD

•KW D1•KW D2•KW D3•KW D4

Family EEE

•KW E1•KW E2•KW E3•KW E4

Family FFF

•KW F1•KW F2•KW F3•KW F4

Family GGG

•KW G1•KW G2•KW G3•KW G4

Family HHH

•KW H1•KW H2•KW H3•KW H4

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#4 Recognize the Groups with the Highest

PotentialFamily AAA

•KW A1•KW A2•KW A3•KW A4

Family BBB

•KW B1•KW B2•KW B3•KW B4

Family CCC

•KW C1•KW C2•KW C3•KW C4

Family DDD

•KW D1•KW D2•KW D3•KW D4

Family EEE

•KW E1•KW E2•KW E3•KW E4

Family FFF

•KW F1•KW F2•KW F3•KW F4

Family GGG

•KW G1•KW G2•KW G3•KW G4

Family HHH

•KW H1•KW H2•KW H3•KW H4

Sum Number of Monthly

Searches

+Implicit User Intent

+Probability to Convert

=Highest Potential

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We Want the Market

Main Groups / Themes

Not The Main Keywords

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Working on the

Main Groups / Themes

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#5 Strategize & Plan the Content for the Main Groups

Family AAA

•KW A1•KW A2•KW A3•KW A4

Family BBB

•KW B1•KW B2•KW B3•KW B4

Family CCC

•KW C1•KW C2•KW C3•KW C4

Family DDD

•KW D1•KW D2•KW D3•KW D4

Family EEE

•KW E1•KW E2•KW E3•KW E4

Family FFF

•KW F1•KW F2•KW F3•KW F4

Family GGG

•KW G1•KW G2•KW G3•KW G4

Family HHH

•KW H1•KW H2•KW H3•KW H4

ContentAAA

ContentCCC

ContentDDD

ContentFFF

ContentHHH

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#5 Strategize & Plan the Content for the Main Groups

Think of What Users

Want

Create Amazing Content

Give Added Value

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#6

ContentCCC

ContentDDD

ContentFFF

Create & Structure Your On Site Content for the Main Groups

Home Page

ContentAAA

ArticleA1

ArticleA2

ArticleA3

ContentCCC

ArticleC1

ArticleC2

ArticleC3

ContentDDD

ArticleD1

ArticleD1.1

ArticleD3

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#7

ContentCCC

ContentDDD

ContentFFF

Distribute Your Main Groups On Site Content

Earn Links, Drive Traffic, Build Authority & Branding

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#8

ContentCCC

ContentDDD

ContentFFF

Work on Your Main Groups Press Releases

Earn Links, Drive Traffic, Build Authority & Branding

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#9

ContentCCC

ContentDDD

ContentFFF

Try to Contribute / Create Relevant Content on 3rd Party

Sites

Earn Links, Drive Traffic, Build Authority & Branding

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#10

ContentCCC

ContentDDD

ContentFFF

Monitor Rankings, KPIs & Users Behavior to Fine Tune

Content

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Working on the

Small Groups / Individual

KWs

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#11

ContentCCC

ContentDDD

Create Great Content in Your Blog / Social Channels to

Target Small Groups / Individual KWs

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So

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Eitan Helman

[email protected]

+ 972 - 54 - 7188817

Eitan Helman

Eitan Helman ([email protected])


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