Keyword Discovery and 'Damn' How Do I Measure Success?
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Transcript of Keyword Discovery and 'Damn' How Do I Measure Success?
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Barbara Coll, CEOWebMama.com Inc.@webmama
#eMetricsToronto 2013
Keyword Discovery
and ‘Damn’ How Do I Measure Success!
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+Search Visibility
“SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013
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+CEO EGO
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+Factors Effecting Rankings
IP Address / Server Location
Click History paid or organic YouTube Images
Browsing History
Logged in?
Warning: Your computer may show different search results than my computer, or phone, or tablet, or …
Domain of Origin
Social Signals Who’s in your circles? What did you just tweet?
Device
Browser
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You Need to be VISIBLE Where Your Audience is SEARCHING
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+Sources Used – Recent Keyword Project Corporate Website
Company employees
YouTube Corporate Site Related Video Descriptions Category tags
Internal Messaging Documents From Product Marketing
Corporate Twitter Accounts
Site Scraping Tools
Google Keyword Tool
Webconfs.com Keyword Density
Readwriteweb.com
Wikipedia
Competitor Sites
Competitive Analysis Tools SEMRush.com Compete.com iSpionage.com
Opensiteexplorer.org
Keyword Expansion Tools Wordtracker Google Keyword Tool
Wordle.net
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The End Result
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+Case Study – Legacy Words
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+Keyword Research – Metrics Required of Analytics Team
Paid Search – From SEM Campaigns Keyword expansion (given basic set of words) Volume Conversion Data
Organic Traffic – From Analytics Tool Current referring keywords
Webmaster Tools Data (Google) Search Queries (impressions) Clicks Link anchor text
Internal Search Keywords
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+Why You Attended My Session?
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+Dreaded “Not Provided”
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+1 - Referring Keyword InformationUse what’s available. Map to ‘Not Provided’.
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+2 - Other Search EnginesBing and Yahoo Statistics
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3 – Where are the People Landing?
4 – Is it Brand Traffic? Is the performance similar to Brand
keyword search behavior in paidIs the performance similar to Brand
keyword search behavior in ‘provided’ keywords
Create an Advanced Segment to Look Deeply at ‘Not Provided’ Traffic
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+5 - Special Cases
Always logged in!
IT product – they are in ‘not provided’
New or Returning Visitors Do you have an online
applications where customers are using search engines as navigation devices
GEEKS
Online Applications
B2B
Metrics is trials/demos not sales necessarily
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+6 – Paid Search
Bid to the MAX
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+7 – Webmaster Tools - Queries Sort by Click – Shows Searches that
Bring the MOST Traffic
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+8 – Webmaster Tools - Queries Sort by CTR – Shows Success of
Searches That Brought Traffic
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+Questions to Ask About Queries
Are they qualified – from your keyword discovery results?
Are they the queries you expected?
Are there any missing?
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+Value of Not Provided Visitor
Lands on Home Page and moves on to download demo = $??
Lands/Moves On To White Paper Download = $??
Lands on Job Page = $??
Landing Page – Content Flow(home page – exit page would be fine)
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Flag Opportunities for Improvement for Content Optimization, SEO Components, Internal Linking
Talk to Marketing and Sales
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Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History
Sorry…..
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+Sources of Information on ‘Not Provided’
Avinash Kaushik – Smarter Data Analysis of Google’s https (not provided) change: 5 steps http://www.kaushik.net/avinash/google-secure-search-keyword-data-analysis/
KISSmetrics – How to Unlock Your ‘Not Provided’ Keywords in Google Analytics http://blog.kissmetrics.com/unlock-keyword-not-provided/
Me
http://googlewebmastercentral.blogspot.com/2013/02/make-most-of-search-queries-in.html
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Thank You.Barbara Coll, CEO, WebMama.com Inc. @webmama