In the brave new world of 'Not Provided' showing the return on your SEO effort has become more and more difficult. Tim Resnik, Product Strategy Principal at Moz, will guide you through advanced Google Analytics techniques that you can use today to help justify your efforts, measure your search traffic, and segment your data in new ways.
Text of 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
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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
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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
Take action! 1. 2. 3. 26 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
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
Take action! 1. 2. 3. 31 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
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
Take action! 1. 2. 3. 35 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
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
Take action! 1. 2. 3. 47 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
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