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My slide deck from #BlueglassLA 2012 where I spoke on the topic of how to perform SEO in spite of Google having hidden many organic referrer keywords in their "not provided" bucket
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Google Took Your Keywords Away! Now What?
#NobodyPanic#ItsNotASignOfTheApocalypse
@AlanBleiweiss #BlueglassLA
Obligatory Mention: Unicorns Ponies Rainbows Kittens Puppies
Alan BleiweissSearch Team Director
@Click2Rank @AlanBleiweiss
@AlanBleiweiss #BlueglassLA
Don’t assume the data hidden in “not provided” was even that valuable to begin with
@AlanBleiweiss #BlueglassLA
And it’s never been very scalableUnless you enjoy scouring hundreds of thousands
of phrases for a few gems
@AlanBleiweiss #BlueglassLA
Sometimes “Not Provided” isn’t even the worst fail. “other” can be a lot worse
@AlanBleiweiss #BlueglassLA
The smart bet is onorganic keyword data
eventuallydisappearing completely
So what’s an SEO to do?
@AlanBleiweiss #BlueglassLA
You can read articles on magic ways
to get around the wall
Search Engine WatchHow To Understand Google Not Provided Traffic http://bit.ly/AbWIRo
Avinash Kaushak’s Smarter Data Analysis of Google's https (not provided) change: 5 Steps http://bit.ly/t3W5cb
State Of SearchYet Another Way to Reclaim Your (not provided) Data http://bit.ly/t3W5cb
Seer InteractiveIs (not provided) Driving You Crazy? Get Some of Your Data Back http://bit.ly/y1vPkB
@AlanBleiweiss #BlueglassLA
Or you can
Join the new wave of hipsters!
Use information that’s been right in front of your
face the whole time
@AlanBleiweiss #BlueglassLA
@AlanBleiweiss #BlueglassLA
From 15k organic visits a day to more than 60k visits a day
without the use of granular keyword data
@AlanBleiweiss #BlueglassLA
Even smaller sites can still see tremendous annual growth
Without relying on Google Organic Keyword Data
@AlanBleiweiss #BlueglassLA
No, I’m not talking about having a
magic fairy Sprinkle pixie dust
on your site*
*Missy Ward probably has an affiliate link
to one If you really need that
@AlanBleiweiss #BlueglassLA
Maximum SEO without granular keyword data will only
work if your site is already properly optimized
@AlanBleiweiss #BlueglassLA
If your site is anunorganized, chaotic,
poorly optimizedpile of trash
Forget about what I am about to show you.
You have bigger problems
to fix first.
@AlanBleiweiss #BlueglassLA
My methods can help only if you
have a well organized site
with discoverable content
@AlanBleiweiss #BlueglassLA
Unlearn your organic keyword habit
RememberWhat it was like
Before you Became
Dependent onGranular data
@AlanBleiweiss #BlueglassLA
Remember there’s other data already waiting for you to
make use of
@AlanBleiweiss#BlueglassLA
Look for ways other than Google’s keyword data to determine phrases people find relevant
Google Analytics “In Page Analytics” can reveal areas to improve or remove
@AlanBleiweiss #BlueglassLA
Embed landing page & converting page keywords into your conversion
tracking solution
Track actual keywords you optimized your landing pages & converting pages for
@AlanBleiweiss #BlueglassLA
@AlanBleiweiss#BlueglassLA
Page Visits
average time
on page conversions
Visit / Conversion
Ratio./blue-widgets/ 15000 6:43 744 20.16./red-widgets/ 12941 7:28 936 13.83./big-widgets/ 8000 3:29 54 148.15./fuzzy-widget-balls/ 399 8:21 227 1.76
Review Page Level Data
•Highest Visited•Stickiest•Total Conversions•Most Conversions To Visits (Lowest ratio)
@AlanBleiweiss #BlueglassLA
Already have highly converting pages?
Don’t ignore them or rest on your laurels!
Add more pages directly related to them
Do more off-page SEO to keep the momentum going
Use social media to remind people “these are our best products/services”
@AlanBleiweiss #BlueglassLA
Highest Visited and/or Stickiest Pages not converting?
Test ways to improve them!
•A/B Test your Call to Action
•A/B Test your content wording and message
•Review the persona the page is targetingIs it your likeliest prospect? Or is it speaking to lookers not ready to buy?
@AlanBleiweiss #BlueglassLA
Lowest visited, least sticky, and lowest converting pages
Can they be salvaged? Should they be salvaged?
On your worst performing pages: ask: can you better optimize them or should you 301 to higher value pages?
Remember to evaluate individual pages and then entire sections
@AlanBleiweiss #BlueglassLA
Poorly performing pages? Do new keyword research to see if there are better, more appropriate, more relevant phrases
Sometimes phrases that made sense a year ago may no longer be valid
Sometimes a market has learned new ways to describe something
@AlanBleiweiss #BlueglassLA
Follow this processAnd you just may get such great results you’ll think you’re in heaven!
@AlanBleiweiss #BlueglassLA
Organic Keyword Data will go away completely
Make use of other data you already have
Track referrer & page title data through to conversion
Examine page visits, stickiness, conversion ratios
Look for opportunities to build on the great, improve the good and fix or scrap the bad
Takeaways: