• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Google Keywords Unprovided
 

Google Keywords Unprovided

on

  • 566 views

Ray Catfish discusses about how Google’s recent changes make performance reporting less accurate. SEOs and Marketers no longer have the raw data that we once used to measure SEO results and we ...

Ray Catfish discusses about how Google’s recent changes make performance reporting less accurate. SEOs and Marketers no longer have the raw data that we once used to measure SEO results and we recognize that we will need to use different KPIs and trending metrics to approximate the data that is now lost. What does this mean for our industry? Read more here…

Blog Post Here: http://bol.bolphp.com/blog_posts/google-keyword-not-provided/

Statistics

Views

Total Views
566
Views on SlideShare
564
Embed Views
2

Actions

Likes
0
Downloads
2
Comments
0

1 Embed 2

https://twitter.com 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Google Keywords Unprovided Google Keywords Unprovided Presentation Transcript

    • Term (not provided) Understanding Performance Changes Ray “Catfish” Comstock © 2013 by BusinessOnline. All Rights Reserved.
    • Agenda 2 © 2013 by BusinessOnline. All Rights Reserved. Address changes to Google Keyword Not Provided What it happened? What it means? What can we do? BusinessOnline Recommendations Expand number of keywords for rank checking New SEO performance metrics Immediate education plan @BOLoptimized
    • Changes to Keyword Not Provided On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent What Happened? Google now redirects all users to a secure search page which will block all keyword referral data from any analytics platform. What this means: -Changes only affect how we measure and report SEO performance -Organic traffic from Google can no longer be tracked at a keyword level via analytics -There will be a limited amount of keyword referral data available in Google Webmaster tools -No longer have visibility into traffic numbers • Brand / Non Brand • Long Tail Performance • By Keyword Group -Decrease in visibility for new keyword opportunities 3 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • What it Means to Marketers On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent Immediate Impact: •Measuring and understanding SEO performance is now more difficult and not 100% accurate •The cause of SEO traffic changes over a given time period can no longer be directly measured •Marketers will have to rely on KPI trends to understand performance changes in lieu of the data that is now gone 4 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • Reaction to 100% Keyword Not Provided On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent How to Measure SEO Performance Going Forward: 1. Expand the number of client keywords that we track rankings for 2. Develop a new set of metrics for SEO performance reporting 3. Education program for new SEO landscape 5 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • BusinessOnline Recommendations How to Address the lack of Visibility in Keyword Search Activity 6 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • Expand Number of Keywords for Rank Checking Increase visibility to overall keyword portfolio Keyword Rankings Gain in Prominence: -Keyword rankings are now the only way to understand keyword level performance (except Google Webmaster Tools data) -Keyword rankings should be checked for any historical keywords that have driven significant traffic URL Level Keyword Rankings Very Important: -Correlating URL level traffic changes to keyword ranking changes is now critical to understand performance changes -The more URL specific keyword rankings that are available for analysis, the more insight that will be available into SEO performance changes 7 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • New SEO Performance Metrics Develop a New Set of Priority Metrics for SEO Performance Adapt reporting to bring in new KPIs to replace Google keyword data Ranking, traffic and conversions • • • • • Total traffic Page level traffic changes Expanding keyword rankings Leveraging historical data / PPC data Google Webmaster Tools Additional metrics • • • • • 8 Ranking by geography Link management Internal link changes Historical page changes Competitive analysis © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • New SEO Performance Metrics A sample SEO URL performance reporting structure might look like: URL: http://www.example.com Total Traffic: Last Period: xxxx Current Period: xxxx Change: +/- xxxx Rankings Last Period: #4 Current Period: #1 Change: +3 Traffic Last Period: xxx Current Period: xxx Change: xxx Keyword 1: (***traffic numbers only if they exist in GWT) Keyword 2: Rankings Last Period: #10 Current Period: #6 Change: +4 Traffic Last Period: xxx Current Period: xxx Change: xxx (***traffic numbers only if they exist in GWT) ETC 9 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • SEO Education Program Explaining the new changes to our clients SEO Education for All Team Members Update team members on new Google changes • All searches secure • Historical data affected by keyword unavailable Update team members on implications of changes • Keyword level reporting no longer possible • Year over year keyword performance data no longer relevant Explain how to measure SEO performance • Roll out new report dashboards • Implications of new KPI metrics 10 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • Summary: •Google Change to 100% Keyword Unavailable Affects: How you measure SEO performance How you react to performance changes •New Metrics Prioritized: Year over Year Traffic URL Level Traffic Google Webmaster Tools Keyword Data Expanded Keyword Rankings •Immediate Action Plan Change KPIs / Develop New Dashboards Educate Team Members 11 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
    • 12 © 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized