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SMX West 2012 | Nathan Safran: "Life in a [Not Provided] World"

SMX West 2012 | Nathan Safran: "Life in a [Not Provided] World"



Google no longer passes the search terms visitors used to get to your site…in some situations. So how can you know what’s working in your SEO efforts if the keywords are “not provided?” ...

Google no longer passes the search terms visitors used to get to your site…in some situations. So how can you know what’s working in your SEO efforts if the keywords are “not provided?” You’ll leave this session knowing the implications of this very recent Google change and tactics for coping.



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SMX West 2012 | Nathan Safran: "Life in a [Not Provided] World" SMX West 2012 | Nathan Safran: "Life in a [Not Provided] World" Presentation Transcript

  • Life in a [Not Provided] WorldNathan SafranDirector of ResearchConductor, Inc.
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL1What is [Not Provided]?For users who are logged-in to Google services(search, Gmail, Youtube…), search on Google.com & clickon a search result, Google no longer passes thesearch term to the destination site
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL2The Result: Search Marketers Lose Keyword Data
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL3AgendaThe Five Stages of [Not Provided] GriefThe [Not Provided] LandscapeGoogle ‘Logged-In’ User Behavior
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL4The Goal for Today• How Big of an Impact is [Not Provided] Having?• What Can We Expect to See Going Forward?• How do I Deal with [Not Provided] from a Tactical Perspective?
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL5The Five Stages of [Not Provided] GriefGoogle ‘Logged-In’ User BehaviorThe [Not Provided] Landscape
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL6The Five Stages of [Not Provided] GriefGrief is a multi-faceted response toloss, particularly tothe loss of someoneor something towhich a bond wasformed-Wikipedia
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL7The Five Stages of [Not Provided] Grief
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL8Denial“HI, GOOGLE? SOMETHING APPEARS TO BEWRONG WITH GOOGLE ANALYTICS”
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL9Anger“Be willing to feel your anger, even though it may seem endless.”-Grief.com
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL10Bargaining
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL11DepressionDrowning our [not provided] sorrows….Source: iruntheinternet.com
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL12Acceptance
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL13Survey Info
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL14The [Not Provided] LandscapeThe Five Stages of [Not Provided] GriefGoogle ‘Logged-In’ User Behavior
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL15[Not Provided] Q’s We Wanted to Address• Given the Time Since the Landscape First Changed (End Oct ’11),Where Are We Now?• Are There Differences in [Not Provided] on an Industry Basis?• Are There Differences in [Not Provided] Based on Site Traffic?• Logged-In vs. Not Logged In Visitor Site Engagement?• Logged-In vs. Not Logged In Conversion Rates?
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL16[Not Provided] Traffic Analysis• Week over Week Oct 19--Feb 7• % of Google Organic Traffic That is [Not Provided]• 25 Major Sites (5 per industry):– Education– Online Retail– Banking– Enterprise Technology– Travel• More than 51M Natural Search Visits Analyzed
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwest[Not Provided] Averaging 14%-16% of Google SearchTrafficCONFIDENTIAL170%5%10%15%20%25%30%[Not Provided] by IndustryEducationOnline RetailBankingEnterprise TechTravelTotalLast 4 Week Range(Jan. 7- Feb 7)Education: 15%-16%Online Retail: 10%-13%Banking: 22%-24%Enterprise Tech: 18%Travel: 14%-16%Total (Avg): 16%-17%Mostly leveledout in mid-Nov.25 Sites51M Visits
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestLittle Difference Between On-Site Behavior for Logged-Invs. Not-Logged VisitorsCONFIDENTIAL1800.511.522.533.544.5November December January FebruaryTime-on-Site(not provided)Google NaturalSearch0%10%20%30%40%50%60%70%November December January FebruaryBounce Rate(not provided)Google NaturalSearch0.00%2.00%4.00%6.00%8.00%10.00%12.00%November December January FebruaryConversion Rate(not provided)Google NaturalSearchLogged-in usersbouncing slightlyless
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL19Google ‘Logged-In’ User BehaviorThe [Not Provided] LandscapeThe Five Stages of [Not Provided] Grief
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL20Survey Info• Data Gathered Feb 2012 via web-survey• 750 Respondents• 18+ Years Old• Based in the USA
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestEven Gender SplitCONFIDENTIAL21Male50%Female50%100%90%80%70%60%50%40%30%20%10%0“what is your gender?“
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL22Survey Sample Demographics• 55% of Respondents 29 or Younger• 7 out of 10 Respondents Spend 20 or More Hours per WeekOnline• 7 out of 10 Respondents Make 16 or More Web Searches perWeek
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwest1-260%50%40%30%20%10%041% of Respondents Make 3+ Online Purchases per MonthCONFIDENTIAL2325%3-49%None50%6%7+10%5-6“How many online purchases do you make per month“
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestYes100%90%80%70%60%50%40%30%20%10%09 out of 10 Respondents Have a Google AccountCONFIDENTIAL243%I Don’tKnow90%7%No“Do you have a Google account?“
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestUse Gmailvia the web70%60%50%40%30%20%10%06 out of 10 Users Use Gmail.com as Their Primary e-mail2536%Don’t UseGmail7%Use Gmail viaOther Program57%“When you access your email on your PC, what methoddo you primarily use“
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwest100% ofthe timeHalf of users logged-in to Google At Least 75% of the TimeThey Spend Surfing the Web2625%75% ofthe timeNever27%25% of thetime50% of thetime15%17% 17%30%25%20%15%10%5%0“What percentage of the time would you estimate youspend surfing the web logged in to Google? “Half of users logged-in50% of the time or lessHalf of users logged-in75% of the time or more
  • How is it Trending?Google publicly states that this change will impact ~ 10% of UsersGoogle US Searchers Jan2012LoggedInNotLoggedInGoogle US Searches Jan2012LoggedInNotLoggedIn42%58%30%70%
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwest100percent35%30%25%20%15%10%5%075percent50percent25percentNever6 out of 10 Heavy Online Purchasers Logged-In 75%+ ofthe TimeCONFIDENTIAL281-2Purchasesper Month3-4Purchases perMonth5 or morePurchasesper Month25%28%35%25%26%25%14%18%14%19%13%16%17%15%10%“What percentage of the time would you estimate youspend surfing the web logged in to Google? “60% of users who make 5+purchases per month logged-in ¾ of the time or more37% of users who make 1-2purchases per month logged-in ¼ of the time or less
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwest100percent35%30%25%20%15%10%5%075percent50percent25percentNeverLogged-In Behavior by Time OnlineCONFIDENTIAL291-9 hoursper week10-19hours perweek20 or morehours perweek14%23%30%23%25%28%19%13%19%21%15%9%14%18%30%“What percentage of the time would you estimate youspend surfing the web logged in to Google? “For many heavyinternet users, Googleis sticky… (55%)…but other heavy usersmight be avoiding it(33%)
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestNot ImpactMe“With their recent launch of Search Plus Your World, Google announced their intention tomerge user data across their products and services. How, if at all, will this change impactyour being logged in to Google services?”CONFIDENTIAL3019%Reduce10%I Don’t havea GoogleAccount57%14 %Log OutCompletely1/3rd of Users Intend to Reduce the Time They SpendLogged-in Due to Privacy Concerns60%50%40%30%20%10%033% intend to log-outcompletely, or reduce thetime they spend logged in……OR…nearly 6 out of 10 willNOT change their logged-inbehaviorThe Google stickyeffect?
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL31Conclusions• Google Services Are Sticky; [Not Provided]=here for the ForseeableFuture• Acceptance: Find out As Much As You Can About What You are Losing• Leverage Best of Class Tactics to Make the Most of ImperfectInformation
  • Twitter:@Conductor@Nathan_SafranSlide Deck:conductor.com/smxwestCONFIDENTIAL32Thank You!Twitter:@Conductor@Nathan_SafranEmail: nsafran@conductor.comStay Tuned to the Conductor Blog forMore [Not Provided] Data:conductor.com/blogDownload Today’s Slide Deck:conductor.com/smxwest