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Slides from my talk at SAScon in June 2013 about how to cope with the growth of (not provided) keyword data.
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Copyright. All Rights Reserved Pierce Communications. 2013
Life after (not provided) #SAScon Barry Adams Pierce Communications
Copyright. All Rights Reserved Pierce Communications. 2013
Copyright. All Rights Reserved Pierce Communications. 2013
Barry Adams
Digital Director at multi award winning creative agency
Pierce Communications in Belfast
Dutch (yes, really)
SEO polemicist
Twitter maniac (@badams)
Editor for award-winning blog State of Search
Copyright. All Rights Reserved Pierce Communications. 2013
Imagine a world without keyword data…
Copyright. All Rights Reserved Pierce Communications. 2013
Oh noes!
#firstworldSEOproblems
Copyright. All Rights Reserved Pierce Communications. 2013
But wait…
What do we actually use all that keyword data for?
Website traffic analysis?
Conversion attribution?
SEO reporting?
Brand sentiment?
Keyword research?
Copyright. All Rights Reserved Pierce Communications. 2013
Website traffic analysis
Nothing’s changed, really.
Copyright. All Rights Reserved Pierce Communications. 2013
Conversion Attribution
Google Analytics Multi-Channel Funnel reports Landing page report, sales funnel analysis
Copyright. All Rights Reserved Pierce Communications. 2013
SEO Reporting
GA/GWT SEO reports, GA search visibility metrics Searchmetrics, rank tracking
Copyright. All Rights Reserved Pierce Communications. 2013
Brand Sentiment Monitoring
Google Alerts, social media monitoring tools
Copyright. All Rights Reserved Pierce Communications. 2013
Keyword Research
Google Trends, Searchmetrics, Google AdWords + Keyword Tool, ….
Copyright. All Rights Reserved Pierce Communications. 2013
So what’s the fuss?
• From now until eternity, (not provided) is only going to grow;
Accept it and move on.
• Diversify your data sources.
• Look beyond the obvious metrics.
• Become agile in your reporting.
Copyright. All Rights Reserved Pierce Communications. 2013 Copyright. All Rights Reserved Pierce Communications. 2013
@badams [email protected] http://www.piercecommunications.co.uk http://www.barryadams.co.uk
