33
Keyword Research in a (not provided) World

Keyword Research In A (Not Provided) World

  • Upload
    seocom

  • View
    116

  • Download
    1

Embed Size (px)

DESCRIPTION

Recently director of SEO at SEO.com presented at SMX Toronto. These are the slides he used during his presentation.

Citation preview

Page 1: Keyword Research In A (Not Provided) World

Keyword Research in a (not provided)

World

Page 2: 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

Page 3: Keyword Research In A (Not Provided) World

Remarkable referrer data

• Cross-domain referrer data = websites talking to each other

• Websites talking to each other = keyword data, ranking data, and more!

#seocom #smx

Keyword Rank

Page 4: Keyword Research In A (Not Provided) World

Remarkable referrer data

• Sample search referrer string for “seo”

#seocom #smx

Keyword Rank

Page 5: Keyword Research In A (Not Provided) World
Page 6: Keyword Research In A (Not Provided) World
Page 7: Keyword Research In A (Not Provided) World
Page 8: Keyword Research In A (Not Provided) World
Page 9: Keyword Research In A (Not Provided) World

Then came secure search

• This:

• Changed to this:

#seocom #smx

Keyword Rank

Keyword Rank

Page 10: Keyword Research In A (Not Provided) World

• 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

Page 11: Keyword Research In A (Not Provided) World

(not provided)

In March 2012, (not provided) accounted for

20% of all referring keywords, across hundreds of

sites that we manage

#seocom #smx

Page 12: Keyword Research In A (Not Provided) World

(not provided)

Some websites saw up to

40% of organic traffic hidden behind (not provided)

in March 2012

#seocom #smx

Page 13: Keyword Research In A (Not Provided) World

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?...)

#seocom #smx

Page 14: Keyword Research In A (Not Provided) World

Webmaster Tools (WMT)

Page 15: Keyword Research In A (Not Provided) World

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

#seocom #smx

Page 16: Keyword Research In A (Not Provided) World

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

#seocom #smx

Page 17: Keyword Research In A (Not Provided) World

Let content guide your KW research

• Use the WMT Content Keywords report, cross-reference with the Search Queries report

#seocom #smx

Search Queries Report Content Keywords Report

Page 18: Keyword Research In A (Not Provided) World

Let content guide your KW research

• And can I get a URL to go with those keywords?

#seocom #smx

Page 19: Keyword Research In A (Not Provided) World

Tackling (not provided)

Page 20: Keyword Research In A (Not Provided) World

Tackling (not provided)

#seocom #smx

Keyword 1Keyword 2Keyword 3Keyword 4Keyword 5Keyword 6Keyword 7Keyword 8Keyword 9Keyword 10Keyword 11Keyword 12Keyword 13Keyword 14Keyword 15Keyword 16Keyword 17…

Page 21: Keyword Research In A (Not Provided) World

#seocom #smx

Page 22: Keyword Research In A (Not Provided) World

“The larger a sample is, the more likely it is to be representative. ”

- Mark Chu-Carroll , PhD, Google Engineer Source

#seocom #smx

Page 23: Keyword Research In A (Not Provided) World
Page 24: Keyword Research In A (Not Provided) World

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

#seocom #smx

Page 25: Keyword Research In A (Not Provided) World

(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

#seocom #smx

Page 26: Keyword Research In A (Not Provided) World

Calculating (not provided)

• Google Spreadsheet: http://goo.gl/2uq5H

#seocom #smx

Page 27: Keyword Research In A (Not Provided) World

(not provided) tip: segment keywords!

• There is safety in numbers– Group similar keywords

together for aggregate data (branded, non-branded, by topic)

#seocom #smx

Page 28: Keyword Research In A (Not Provided) World

Segmenting keywords

• Example: Non-Branded Keywords– Could be a specific product line, topic, etc.

#seocom #smx

Page 29: Keyword Research In A (Not Provided) World

Keyword research in reverse

#seocom #smx

Page 30: Keyword Research In A (Not Provided) World

Sample Landing Page Report

#seocom #smx

Page 31: Keyword Research In A (Not Provided) World

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

Page 32: Keyword Research In A (Not Provided) World

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

Page 33: Keyword Research In A (Not Provided) World

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