PowerPoint Presentation
My co-dependent relationship with googleTim Resnik @tresnik
[email protected]
The first step to recoveryAdmit that you have a problem
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Deep dependency
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And if
Heart Stops!
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But they need me too, right
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But they need me too right? Im making sites easier to crawlIm
providing them with a ton of content so they can give it away on
THEIR site
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They use our content
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I bet ESPN remembers when they use to get a lot more search
referrals from this query. 6
I MAKE MY sITE crawlable
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IM not so strong
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So, we are minions in the Google army, but Unfortunately my
dependence on Google is much much greater than there is of me
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recoveryAccept what you cant change
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recoveryChange what you can
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recoveryTake control of your data
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A data dump of data tacticsOWN YOUR TOPIC DATA
OWN YOUR SEARCH DATA
OWN YOUR SITE DATA
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Own yourTopic data
Complete content saturation
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Over 7m posts per
dayhttp://www.slideshare.net/crumplezoneCourtesy Dr. Pete
Meyers
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An ungodly amount of video
100 HOURS UPLOADED TO YOUTUBE PER MINUTE
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More than 1 billion unique users visit YouTube each monthOver 6
billion hours of video are watched each month on YouTubethat's
almost an hour for every person on Earth100 hours of video are
uploaded to YouTube every minute80% of YouTube traffic comes from
outside the USYouTube is localized in 61 countries and across 61
languagesAccording to Nielsen, YouTube reaches more US adults ages
18-34 than any cable networkMillions of subscriptions happen each
day. The number of people subscribing daily is up more than 3x
since last year, and the number of daily subscriptions is up more
than 4x since last year
https://www.youtube.com/yt/press/statistics.html17
An ungodly amount of video
684,000 YEARS WATCHEDON YOUTUBE PER MONTH
@tresnik
More than 1 billion unique users visit YouTube each monthOver 6
billion hours of video are watched each month on YouTubethat's
almost an hour for every person on Earth100 hours of video are
uploaded to YouTube every minute80% of YouTube traffic comes from
outside the USYouTube is localized in 61 countries and across 61
languagesAccording to Nielsen, YouTube reaches more US adults ages
18-34 than any cable networkMillions of subscriptions happen each
day. The number of people subscribing daily is up more than 3x
since last year, and the number of daily subscriptions is up more
than 4x since last year
https://www.youtube.com/yt/press/statistics.html18
An annoying # of press releases
12,000 NEW PRESS RELEASES PER MONTH
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PR NEWSWIRE
CONTENT MARKETIN19
We became content marketers
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And we did this with data. 20
The good ol
dayshttp://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
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The good ol daysSearch Keyphrases* (Top 8)full list12,230
different keyphrasesSearchPercent1. Card Player5,5005.2%2.
Cardplayer5,1004.8%3. Cardplayer Magazine3,3003.1%4. Card Player
Poker3,0002.9%5. Poker tournaments2,2002.0%6. World Series of
poker1,7001.6%7. Card Player Magazine1,5001.4%Other
phrases82,00078.6%
* For example only. Not the real numbers
@tresnik
I logged in to AWStats (a log based web analytics program) and
had a look our organic search traffic. This is approximately what I
saw:
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The good ol daysSearch Keyphrases*SearchPercent125. 75.0007%125.
75.0007%125. Jeff Lisandro75.0007%125. 75.0007%126. 73.0007%126.
73.0007%126. 73.0007%
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The good ol days
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The good ol days
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The good ol days
100,000,000,000Google Searches / Month
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The good ol days
500,000,000 terms PER DAY are brand new, never search before on
Google
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Redo
John Wiley, Lead Designer for Google Search
http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html
Great opportunity, but no keyword data
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The good ol daysMeasure EffortsExploit OpportunitiesFUTUREPLACE
YOUR BETSPAST
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That Was then...
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That was then and this is now. Google announced at the end of
2013 that soon all keyword data will be redacted from search
referral traffic information. 29
(not provided)
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We have been entirely reliant on this data, and we didnt even
know it until it was gone. We took it for granted.
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nope
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GWT can provide data, but
GA doesnt have this
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GWT can provide data, but
# of KWs From GA
# of KWs From GWT
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Google Analytics has at least 30X more keywords than Webmaster
Tools for Moz
From my experience of comparing scraped ranking data to GWT,
theres a difference, but with out actually seeing the keyword
referral data we will never know. We are dependent on this data.
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GWT can provide data, but
Only 90 Days of Keyword Data
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Who needs keyword data?
Meta Data
Structured Data
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Pass GA YOUR Topic data
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Use a custom dimension
For example: ga('send', 'pageview', {'dimension16': '<
?=$director?>});Step 1: put the value Jose Padilha in a
variable, $director Step 2: send it to Google analytics
@tresnik
Youre already marking your page up with schema. Use that
structure to define the variables you want to pass through to GA.
So in this case you would create a variable out of the schema
itemprop tag call director and pass-through the associated
variable, in this case the director of RoboCop, Jose Padhila37
Analyze by director
Use your custom variable as the secondary dimension to landing
page for Google search referrals
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# of custom variable slots =
% of places for custom dimensions (universal) = 20, premium gets
20038
Wordpress shortcuts
Categories, tags, authorGA Plugin
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For those who use WP, this is a great way to very easily capture
topic data.
BUT, its only as good as you make it. 39
Custom variables w/ WordpressVideo not available on
SlideShare
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Automating the process
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Entity extraction Linked Data + Natural Language Tool Kits
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Video not available on SlideShare
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Some tool setsStanford Natural Language Processing Group
University of Illinois Cognitive Computation Group Stanbol
Skyttle (and a bunch of others on Mashape)
Dbpedia Spotlight
Alchemy API
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Structured data [email protected]
@matthewjbrown
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Content grouping in ga
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Content grouping in
gaMyBeerBlog.comIPAORCOPALEORCOPORTERORCO
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Content grouping in gaMyBeerBlog.com
(1,000)IPA(500)OR(350)CO(150)PALE(300)OR(200)CO(100)PORTER(200)OR(150)CO(50)
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Content grouping in gaMyBeerBlog.com
(1,000)IPA(500)OR(350)CO(150)PALE(300)OR(200)CO(100)PORTER(200)OR(150)CO(50)More
investigation needed, but looks promising
@tresnik
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Content grouping in ga
@tresnik
You can now use your content groups as a dimension for for
search referral traffic
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Method #1:
ExtractionMyBeerBlog.com/reviews/ipa/or/double-mountain-reviewA
little RegEx: /reviews/(.*)/ipa
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Three ways to di itExtractionRule SetTracking Code
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Method #2: Rules-based
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Methods 1 and 2 dont work here
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Method #3: tracking code
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Just like a custom variable, you can automate to pass through a
category, tag or other metadata
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Method #3: tracking code
ga('set', 1, Social Media');
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Just like a custom variable, you can automate to pass through a
category, tag or other metadata
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Own yourSerp data
Gone are the days
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@tresnik
Credit Dr Pete
http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
A: Local CarouselB: Music & Song CarouselC, R & W: AdsD
& T: Shopping AdsE: Direct AnswersF & N: Image ResultsG
& H: SitelinksI: Video ResultsJ, M & Y: Local Results, The
Seven Pack & MapsK: AuthorshipL: Rich SnippetsO: News ResultsP:
Personalized ResultsQ: In-Depth ArticlesS: Related SearchesU, V
& X: Knowledge Graph Box
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Search referrals in GA
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How much is a news referral worth compared to a video result.
The way G displays your data ni GA there is no way to know. 59
Google referral
stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.comThis
string can help!ved=0CDIQFjAA
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Example of ved codesVertical (Universal Search)CodeQFjOrganic
SearchQqQIwNews OneBox (link)QpwINews OneBox (image)Q9QEwImage
OneBoxQtwlwVideo OneBox (link)QuAIwVideo OneBox (image)QjBOrganic
Search - SitelinkQoh0Local CarouselBEP4dKnowledge Graph image
(non-leading)
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Without ved Segmentation
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With ved Segmentation
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Set up a new profile
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Setup 2 filters
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Filter #1
Regex to capture VED in referral string
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Filter #1
Well use this in the next filter: VED CD
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Filter #2
Calls the custom field we just created: VED CDExtracts the
referring search engine
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The result
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Create advanced segments
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Use it to make decisions
Bubble up areas to optimize
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Use it to make decisions
This referral is from a sitelink in the 6th position
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Use it to make decisions
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Own yourSite data
What gwt is good at
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What gwt is not too good at
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Screaming frog can too
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Ball dont lie
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Logs dont lie
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Logs dont lie
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There is no cleaner source to understand how the search spiders
crawl your sites than your very own log files. 80
Logs dont lie
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Why is Bing crawling the site at 2x that of Google? We should
investigate to see if Bing is crawling inefficiently and if there
is anything we can do to help them along or if Google is not
crawling as deep as Bing and if there is anything we can do to
encourage a deeper crawl.
The number of 302s being served to Google and Bing is
acceptable, but it doesnt hurt to review in case there are better
ways for dealing with some of edge cases. For the most part SEOmoz
is using 302s for defunct blog category architecture that redirects
the user to the main blog page. They are also being used for
private message pages /message, and a robots.txt directive should
exclude these pages from being crawled at all.
3. Some of the most valuable data that you can get from your
server logs are links that are being crawled that resolve in a 404.
SEOmoz has done a good job managing these errors and does not have
an alarming level of 404s. A quick way to identify potential
problems is to isolate 404s by directory. This can be done by
running a pivot table with Directory as your row label and count of
Directory in your value field. Youll get something like:
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trend the crawl rate
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Trend the response codes
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Track errors w/ moz
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Ask the google index
Probably dupe content
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Hes just not that into you
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Where on Larry Pages priority list does providing you with SEO
data sit?
Dont sit back an wait for more transparency to come.
Take control in the nooks and crannies where you can, and86
Own your topic data
@tresnik
Noisy and fragmented topic markets require not only awesome
content, but kill targeting. Its much harder than it use to be
because of KWNP. Own your topic data by using custom variables and
entity extraction
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Own your serp data
@tresnik
Search referrals are much more than simple web search, using the
VED parameter understand your search traffic can give you a more
accurate picture of ROI
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Own your site data
@tresnik
The first step is admitting you have a problem. You rely on
Google for data and Google giveth but they also taketh away, or
worse obfuscates it. Its up to you to rely on your own site data to
look in the mirror and be honest about all your blemishes.
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Thank you!Tim resnik @tresnik [email protected]
