ROI in the age of keyword not provided [Mozinar]

Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim Resnik @tresnik Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com

How did this poker player help me drive search traffic? 2 http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg

Search Keyphrases* (Top 8) full list 12,230 different keyphrases Search Percent 1. Card Player 5,500 5.2% 2. Cardplayer 5,100 4.8% 3. Cardplayer Magazine 3,300 3.1% 4. Card Player Poker 3,000 2.9% 5. Poker tournaments 2,200 2.0% 6. World Series of poker 1,700 1.6% 7. Card Player Magazine 1,500 1.4% 82,000 78.6% Other phrases * For example only. Not the real numbers 3 PsstI bet there is some good stuff here

Search Keyphrases* Search Percent 125. 75 .0007% 125. 75 .0007% 125. Jeff Lisandro 75 .0007% 125. 75 .0007% 126. 73 .0007% 126. 73 .0007%! 126. 73 .0007% * For example only. Not the real numbers 4

Aha! Its Simple $$$ 5

Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 7 The Future

Theres enough for everyone! Wahoo! 8

Theres enough for everyone! Were all rich! 9

Topics Pages Went Nuts Content Farms Went Nuts-er 10

(not provided) 11

Our Fears were Assuaged Impact will be in the single digits 12

2012 13

Well 14

Getting Close to 100% 15

RIP Keywords 17

Smart Bets with Smart Data The Past Measure Efforts Exploit Opportunities Place your bets 18 The Future

Take action! 1. 2. 3. 19 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google

Tip #1: Use Google Webmaster Tools 20

Tip #1: Use Google Webmaster Tools Limitation #1: Limited data set Vs. 21 Google Analytics has at least 30X more keywords than Webmaster Tools for Moz

Tip #1: Use Google Webmaster Tools Limitation #2: Limited timeframe Only 90 Days of Keyword Data 22

Tip #1: Use Google Webmaster Tools Limitation #3: Limited Google Analytics integration Google Analytics does not provided any additional features or value for Google Webmaster Tools data 23

Tip #1: Use Google Webmaster Tools Limitation #4: No Transparency 24

Tip #1: Use Google Webmaster Tools Scorecard: Google Independent: NO EASY Useful: Good for: YES 25 Ease of Implementation: EVERYONE

Tip #2: Pass Meta Data in Custom Variables Meta Data Structured Data 27

Tip #2: Pass Meta Data in Custom Variables Your site has lots of useful stuff to help you figure out context Pass this data through a custom variable _gaq.push(['_setCustomVar', 1, category', , 2]); 28

Tip #2: Pass Meta Data in Custom Variables Use your custom variable as the secondary dimension to landing page for Google search referrals 29

Tip #2: Pass Meta Data in Custom Variables Scorecard: Google Independent: YES MODERATE Useful: Good for: YES 30 Ease of Implementation: EVERYONE

Tip #3: Custom Variables w/ WordPress Categories, tags, author Data 32 Place your bets

Tip #3: Custom Variables w/ WordPress 33

Should you do it? Why Not? Scorecard: Google Independent: YES EASY Useful: Good for: YES 34 Ease of Implementation: WORDPRESS USERS

Tip #4: Content Grouping in GA 36

Tip #4: Content Grouping in GA MyBeerBlog.com IPA OR Pale CO OR Porter CO OR CO I want to know what beer type receives the most traffic from Google Search. 37

Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) 38 CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) CO (40)

Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) More investigation needed, but looks promising 39 CO (40)

Tip #4: Content Grouping in GA 40

Tip #4: Content Grouping in GA Method #1: Extraction MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter) 41

Tip #4: Content Grouping in GA Method #2: Create Rules 42

Tip #4: Content Grouping in GA Use the tracking code feature if your URL structures are not Just like a custom variable, you can automate to pass through a category, tag or other metadata 43

Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: http://moz.com/blog/social-engagementmetrics-that-matter 44

Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: ga('set', Blogs', Social Media'); 45

Should you do it? -- Maybe Google Independent: NO EASY Useful: Good for: YES* 46 Ease of Implementation: EVERYONE

Not too long ago 48

Tip #5: Extract Data from Google Referral 49

How much is a video/news/image result worth to you? There is no way to knowor is there? 50

Tip #5: Extract Data from Google Referral https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b v.41867550,d.eWU This string can help! 51

Vertical (Universal Search) QFj Organic Search QqQIw News OneBox (link) QpwI News OneBox (image) Q9QEw Image OneBox Qtwlw Video OneBox (link) QuAIw Video OneBox (image) QjB Organic Search - Sitelink BEPwd Knowledge Graph image (leading) BEP4d 52 Code Knowledge Graph image (non-leading)

Extract and Segment in Google Analytics 53

Setup a new profile 54

Setup 2 New Filters 55

Filter #1 Regex to capture VED in referral string 56

Filter #1 Well use this in the next filter: VED CD 57

Filter #2 Calls the custom field we just created: VED CD Extracts the referring search engine 58

The result 59

Should you do it? Yes Google Independent: NO MODERATE Useful: Good for: YES 60 Ease of Implementation: EVERYONE

Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 62 The Future

Tim Resnik @tresnik tim@moz.com 63 The recording & the slide deck will be available soon on our site: http://moz.com/webinars