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Not Provided? Get Over It! Moving from Keyword Research to Content Research
 

Not Provided? Get Over It! Moving from Keyword Research to Content Research

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    Not Provided? Get Over It! Moving from Keyword Research to Content Research Not Provided? Get Over It! Moving from Keyword Research to Content Research Presentation Transcript

    • NOTPROVIDEDShifting from Keyword Research to Content Researchby Nichola Stott
    • WHAT ISNOTPROVIDED?
    • October 2011Google no longer passing organicsearch keyword for logged-in usersEffects ALL web analytics includingGA, Omniture, Piwik and others
    • March 2012Default to SSLon GoogleFirefox
    • www.themediaflow.com77%Not Provided
    • WHATDOESThis Mean?
    • YEAR ON YEARREPORTINGNot Apples for Apples
    • Rank TrafficEfforts to shift focus away from Rank to TrafficTHWARTED!
    • Remaining Keyword DataNot statistically significant toextrapolate
    • Visits by OrganicKeywordNo Longer robust enough to informKeyword strategy
    • USE ADWORDSDOH!
    • BEHAVIOURAL – Create Advanced Segment and monitorwhere not provided leads visit to (landing page)
    • DATAAdd Google Webmaster Tools to Google Analyticsand pro-rata calculate queries X CTR to getapproximate equivalent (2 day lag)
    • ULTIMATELYGET OVER ITNo meaningful, reliable way tounderstand that data for basickeyword research
    • Using existing visit byOrganic Keyword isPREACHING TO THECHOIRConversion trackingand data hacks moreimportant than everChange of mindset fromKeyword Research toContent Research
    • UNDERSTANDINGPurchase Journey
    • Only Four Types of queryEVER. End of…Informational TransactionalNavigational Connectivity
    • Informational Transactional NavigationalRESEARCH SELECT PURCHASE
    • WHAT QUESTION/DECISIONS INFORMOUR CUSTOMER PURCHASE?Process?Licence?Model orSpec?Pictures?Safety?
    • Monitoring
    • TRENDING
    • TOPIC MINING
    • Go Offline
    • Instead look forward towhat potentialcustomers want toknowMake content thatanswers thosequestions at each stageof the purchase journeyThe Google Analyticsvisits by OrganicKeywords is no longeruseful
    • THANKSFOR LISTENING
    • Tel: +44(0)1420 540227E-mail: nichola.stott@themediaflow.comTwitter: @NicholaStottWeb: www.themediaflow.comDownload Now:www.themediaflow.com