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What SEO Performance Metrics Are Truly Important
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What SEO Performance Metrics Are Truly Important

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  • 1. Milano, 7/8 November 2013 •What SEO performance metrics are truly important? •Keyword (not provided) 1
  • 2. Speaker Stephan Walcher – – – – – – German who grows up in Italy Doing SEO since 2001 Started as a SEO in South Tyrol 2006 Ex-Bing & MSN Germany Since 2011 at Catbird Seat GmbH, Munich Since 2012 Head of SEO Consulting 2
  • 3. A Brief history of time Keyword <not provided> Problems and Solutions Summary 3
  • 4. A Brief history of SEO Let‘s do a short time travel through the history of SEO 1994 2010 2000 2014 4
  • 5. 1994 Brian Pinkerton invented WebCrawler WOW! 5
  • 6. 1993 – Excite was launched Exite purchases Webcrawler in 1996 and stops its own index in 2001 6
  • 7. 1994 – Lycos was launched One of the first crawler-based search engines. In 1997 it has indexed over 60 million URLs 7
  • 8. 1995 – Altavista was launched After the launch: 300,000 hits on the first day. After two years 80 million hits per day 8
  • 9. 1998 – Google and the PageRank The PageRank was used to rank websites more accurately 9
  • 10. Evolution of Google Google is improving itself over and over again • • • • • • • • • • • Dec. 2000 – Google Toolbar Boston 2/2003 Florida 11/2003 Big Daddy 12/2005 Universal Search 5/2007 Google Suggest 08/2008 Vince 2/2009 May Day -5/2010 Caffeine 6/2010 Panda/Farmer – 02/2011 Penguin 4/2012 Moz.com counts 111 Updates since Google was launched 10 Source: http://moz.com/google-algorithm-change
  • 11. But something never changed …. 11
  • 12. Search is still driven by Keywords 12
  • 13. … but something is different now 13
  • 14. I LOGGED IN TO GOOGLE ANALYTICS … but Google changed the rules AND 90% OF KEYWORDS ARE (NOT PROVIDED) 14
  • 15. A Brief history of time Keyword <not provided> Problems and Solutions Summary 15
  • 16. The Evolution of Keyword <not provided> May 2010 Google launched https://encrypted.google.com October 2011 Google Account users get redirected to SSL March 2012 Google SSL is available worldwide July 2012 Firefox 14 built-in search use Google SSL January 2013 Google SSL is mandatory for Chrome users September 2013 Even users without a Google Account are redirected to Google SSL 16
  • 17. The Evolution of Keyword <not provided> Source http://www.notprovidedcount.com 17
  • 18. The keyword <not provided> issue Identification of the top performing keywords is getting more difficult • Because of the SSL-encryption the keyword information get lost and will not be forwarded • This affects all analytics tools, like omniture, etracker and Google Anayltics Long Tail Keywords are invisible 18
  • 19. The life of a “SEO” is unfair The (not provided) is just a Google Analytics problem Search (not provided) ?? 19
  • 20. A Brief history of time Keyword <not provided> Problems and Solutions 20
  • 21. SEO since now More traffic = more keywords + good rankings I need more traffic I must improve my rankings 21
  • 22. The importance of Keywords Many companies measure the work of an SEO through performance of a Keyword Keyword X Look! Our SEO is working really hard. The traffic for Keyword X is getting better and better CEO Thank you boss! SEO 22
  • 23. The importance of Keywords But how can you measure something you don’t know? (not provided) We’ve invested a lot in our PR Recently, maybe this is all brand traffic. CEO Maybe not, I did many improvements to the site architecture SEO 23
  • 24. What should we do now? 24
  • 25. Think different Old SEO: How do I rank for this query? New SEO: How do I best answer the question my user have? 25
  • 26. Be aware of the Hummingbird Hummingbird Update 26
  • 27. Hummingbird Update Content still matters but the hummingbird is “intelligent”. The algorithm allows Google to understand full questions and rank the pages with the right answer. Knowledgegraph Infobox 27
  • 28. Hummingbird Update #2 28
  • 29. Hummingbird Update #3 29
  • 30. Hummingbird Update #4 30
  • 31. Don’t optimize your Keywords, focus on your users 31
  • 32. Improve the user experience Important signals show you that your content rocks The true meaning of a metric depends on the content type 32
  • 33. The same metric but a different meaning Don’t just look at the bounce rate but to the content type too High bounce Rate I found what I was looking for. Now I can look for a hotel User Low bounce Rate All the information I need. Now I can start my research 33 User
  • 34. The same metric but a different meaning short visit duration Got it! User Long visit duration Long article and a video, I need some minutes to get it all 34 User
  • 35. The same metric but a different meaning Pages / Visit Image galleries increase the Pages/Visit 35
  • 36. The same metric but a different meaning High number of Social Signals Many websites use social networks for their contests 36 Source http://www.girella.it/vinci_ipad_girella/end.html
  • 37. The same metric but a different meaning Identify your content-type and use the right metric • Low vs. high Bounce Rate • High vs. low Visit Duration • Many vs. real Social Signals • Many # Backlinks vs. high DomainPop (trust!) • Many Pages / Visit 37
  • 38. Do we still need keyword data? 38
  • 39. YES to expand our content world 39
  • 40. Find Keywords Look at Non-Google Keywords (Virgilio, Arianna, Bing …) Don’t look at the traffic but at the potential Secondary Dimension 40
  • 41. Find Keywords Google Webmaster Tools Link You can link GWT to your Analytics Source: https://www.google.com/webmasters/tools/ 41
  • 42. Find Keywords Collect all Keyword data you can get and check which URL is Ranking Keyword Data Internal search http://ubersuggest.org/ Source: http://www.advancedwebranking.com 42
  • 43. Find Keywords … and define the priority based on the search volume Create and improve your Content World Source: http://adwords.google.de/keywordplanner 43
  • 44. More tips Find and validate your keyword data Google AdWords Google Trends Historical data to identify “evergreen” Keywords User internal Search 44
  • 45. Takeaways • Keyword optimization doesn’t work anymore • Hummingbird is coming • Focus on content and improve the user experience • Use the right metric for the right content • Keyword data still matters to improve your content world 45
  • 46. Contatto Grazie! Stephan Walcher Head of SEO Consulting Neumarkterstr. 22 81673 München Stephan.walcher@catbirdseat.de Follow me on twitter: @StephanW 46
  • 47. Sources • • • • © olly - Fotolia.com © alphaspirit - Fotolia.com © Jeanette Dietl - Fotolia.com © Robert Young - Fotolia.com 47