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Lbi a world of 100% not provided

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Nick Garner - DigitasLBi SEO Meet Up - 05/09/2013

Nick Garner - DigitasLBi SEO Meet Up - 05/09/2013

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Transcript

  • 1. Lbi Meetup Nick Garner SearchWorks Digital has a new name...
  • 2. Lbi Meetup What if we were in a 100% (not provided) world... Speaker: Nick Garner SearchWorks Digital has a new name...
  • 3. 100% not provided - few years away? http://www.agencym.com.au/blog/2013/05/keyword-not-provided-and-seo-reporting/
  • 4. Why bother working around it? There are 2 things ● Know your SEO perfomance ● Setting SEO strategy It gives you one of these
  • 5. Now: A mental framework for SEO performance data A triangulation of multiple sources of data ● Rankings (Checking / G.WMT) ● Traffic to pages ● Estimated search Volume / CTR per position Rankings & Est Vol Traffic by keyword from web analytics Organic traffic by landing page from web analytics
  • 6. The future: A mental framework ● Bigger, better rank checking! ● Connect KW’s with Pages. Rankings & Est Vol Organic traffic by landing page from web analytics Traffic by keyword from web analytics
  • 7. No more keyword data for the long tail
  • 8. How do you put it together? Que? have a processOr
  • 9. Rank checking & Est Vol Use phrase visibility 10 keyword 1 check a month = no great significance 1000 keywords checked a week = is more solid So think... ● Multiple keywords per page ● Many keywords and pages per site Put it them all into containers on a platform.
  • 10. Traffic formula Semrush data Estimated search volume x Ranking position CTR
  • 11. CTR per position http://www.optify.net/wp- content/uploads/2011/04/Changing-Face-oof- SERPS-Organic-CTR.pdf It’s really important in a not provided world...
  • 12. CTR per position Another way to look at CTR: by session http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
  • 13. Keyword volume data… :-( “The Keyword Planner has no match type data for search volume, no device targeting, and no global vs. local monthly searches. At this time the option to filter by closely related search terms is gone, but Google says it will be brought back in the coming weeks.” http://www.searchenginejournal.com/google- keyword-tool-officially-replaced-keyword- planner/68171/ From Google In general, you’ll notice that the average search volume data is higher in Keyword Planner as compared to the exact match search volume data you got with Keyword Tool. That’s because we’ll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets, and mobile phones). With Keyword Tool, we showed you average search volume for desktop and laptop computers by default.
  • 14. Gather Your KW’s Semrush / Searchmetrics / Google Adwords keyword finder / Linkdex Semrush data
  • 15. Guess the tool?
  • 16. Lots of KW’s / lots of pages
  • 17. Keywords, tagged in logical groups
  • 18. All tracked KW’s 1 page + theme groupings
  • 19. Performance by KW theme / per page
  • 20. Keywords, other pages / rankings
  • 21. MOARRRR DATA!!!! Organic traffic ratios to the target page to understand how well they were optimised, even though you don't know exactly which keywords you ranked on. Analytics Data
  • 22. Steer your pages where you want
  • 23. Conclusion Connect the facts and you can work around not provided, it just takes a process and framework
  • 24. Do this process right in a world of not provided, you only shift a little. Attribution spectrum PR PPC Organic Future Organic Now TV
  • 25. Build an organic search: ...In a not provided world
  • 26. Ranking growth over time
  • 27. Conversion and CTR rates per position
  • 28. Revenue based on projections
  • 29. Customised CTR, Conv. By Keyword (Sept. Launch) Imagine a rank modelling tool, where you could set accurate forecasts for search performance...headache free!