@ArgentMedia Copyright 2014 @si1very
Chris Silver Smith @si1very
President & Strategist, Argent Media
@ArgentMedia Copyright 2014 @si1very #smx #12A 2
• Founded Argent Media search marketing agency providing SEO,
Social Medi...
@ArgentMedia Copyright 2014 @si1very #smx #12A 3
@ArgentMedia Copyright 2014 @si1very #smx #12A 4
Keyword Data from Google Declined Beginning 2011
No Correlation to Visits...
@ArgentMedia Copyright 2014 @si1very #smx #12A 5
@ArgentMedia Copyright 2014 @si1very #smx #12A 6@ArgentMedia Copyright 2014 @si1very #smx #12A 6
@ArgentMedia Copyright 2014 @si1very #smx #12A 7@ArgentMedia Copyright 2014 @si1very #smx #12A 7
@ArgentMedia Copyright 2014 @si1very #smx #12A 8
@ArgentMedia Copyright 2014 @si1very #smx #12A 9
@ArgentMedia Copyright 2014 @si1very #smx #12A 10
@ArgentMedia Copyright 2014 @si1very #smx #12A 11
@ArgentMedia Copyright 2014 @si1very #smx #12A 12@ArgentMedia Copyright 2014 @si1very #smx #12A 12
@ArgentMedia Copyright 2014 @si1very #smx #12A 13
@ArgentMedia Copyright 2014 @si1very #smx #12A 14
@ArgentMedia Copyright 2014 @si1very #smx #12A 15
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@ArgentMedia Copyright 2014 @si1very #smx #12A 17
1
2
3
4
5
Visits to
Dillard’s
4,917,432
Upstream
Clicks Google
to Dillar...
@ArgentMedia Copyright 2014 @si1very #smx #12A 18
• Probably the largest consumer data source available;
5 to 10 million u...
@ArgentMedia Copyright 2014 @si1very #smx #12A 19
• Definite limits on the breadth of data.
• Only top 50,000 keyword phra...
@ArgentMedia Copyright 2014 @si1very #smx #12A 20
argentum@verizon.net
twitter.com/si1very
twitter.com/ArgentMedia
ArgentM...
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In a World of "Not Provided" - Keyword Research & Analytics

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SMX Advanced 2014 Session #SMX #12A - Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data - In A World Of "Not Provided" - Keyword Research And Analytics By Chris Silver Smith @Si1Very Of Argent Media

Read more from Chris Silver Smith at http://searchengineland.com

Published in: Internet, Technology, Design
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In a World of "Not Provided" - Keyword Research & Analytics

  1. 1. @ArgentMedia Copyright 2014 @si1very Chris Silver Smith @si1very President & Strategist, Argent Media
  2. 2. @ArgentMedia Copyright 2014 @si1very #smx #12A 2 • Founded Argent Media search marketing agency providing SEO, Social Media Optimization & Online Reputation Management • Chris Silver Smith has provided consulting for Fortune 500 and Internet Retailer 500 brands • Former SEO & Head of Tech Dept. for Verizon’s Superpages.com • 2 Patents Granted & 3 Patents Pending for Search & Display Tech. • Columnist at SearchEngineLand.com • Advisory Board Member for FindLaw (a Thomson Reuters company) and Universal Business Listing (“UBL”)
  3. 3. @ArgentMedia Copyright 2014 @si1very #smx #12A 3
  4. 4. @ArgentMedia Copyright 2014 @si1very #smx #12A 4 Keyword Data from Google Declined Beginning 2011 No Correlation to Visits Referred from GoogleKeywords Provided for Last 90 Days via Webmaster Tools (Only Top 2,000 Queries)
  5. 5. @ArgentMedia Copyright 2014 @si1very #smx #12A 5
  6. 6. @ArgentMedia Copyright 2014 @si1very #smx #12A 6@ArgentMedia Copyright 2014 @si1very #smx #12A 6
  7. 7. @ArgentMedia Copyright 2014 @si1very #smx #12A 7@ArgentMedia Copyright 2014 @si1very #smx #12A 7
  8. 8. @ArgentMedia Copyright 2014 @si1very #smx #12A 8
  9. 9. @ArgentMedia Copyright 2014 @si1very #smx #12A 9
  10. 10. @ArgentMedia Copyright 2014 @si1very #smx #12A 10
  11. 11. @ArgentMedia Copyright 2014 @si1very #smx #12A 11
  12. 12. @ArgentMedia Copyright 2014 @si1very #smx #12A 12@ArgentMedia Copyright 2014 @si1very #smx #12A 12
  13. 13. @ArgentMedia Copyright 2014 @si1very #smx #12A 13
  14. 14. @ArgentMedia Copyright 2014 @si1very #smx #12A 14
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  16. 16. @ArgentMedia Copyright 2014 @si1very #smx #12A 16@ArgentMedia Copyright 2014 @si1very #smx #12A 12
  17. 17. @ArgentMedia Copyright 2014 @si1very #smx #12A 17 1 2 3 4 5 Visits to Dillard’s 4,917,432 Upstream Clicks Google to Dillard’s 37.55% Organic Search Clicks to Dillard’s: “formal dresses” 0.33%x 1,846,496 # Search Clicks/Visits to Dillard’s from Google Google Search Engine Share for Dillard’s 71.82%x 0.24% % of Google Search Clicks to Dillard’s for “formal dresses” x = 4,432 Clicks/Visits to Dillard’s from Google for “formal dresses” 1 2 3 4 5 4.3 K clicks/mo 3.7 K clicks/mo 2.9 K clicks/mo 2.0 K clicks/mo 1.1 K clicks/mo
  18. 18. @ArgentMedia Copyright 2014 @si1very #smx #12A 18 • Probably the largest consumer data source available; 5 to 10 million users! • Mixture of ISP data & opt-in panel data = ACTUAL USAGE DATA – Not Estimated/Projected! • Opt-in panel allows detection of queries prior to encryption! • Rolling three years of historical data; • Data quality audited annually by PricewaterhouseCoopers; • Valuable for competitive intelligence – what’s working for competition?
  19. 19. @ArgentMedia Copyright 2014 @si1very #smx #12A 19 • Definite limits on the breadth of data. • Only top 50,000 keyword phrases tracked each reporting period; • Not all websites tracked in the data – many smaller sites fall below a threshold and are not stored in the database. • Some inflexibility in only having different fixed date ranges available in reports – 4 weeks vs. monthly, etc. • Quantitative values inconveniently obscured by % share units and clicks vs visits; • Prohibitive cost • It’s an undercount of all U.S. internet usage. Less data from universities, government, large corporations, etc.
  20. 20. @ArgentMedia Copyright 2014 @si1very #smx #12A 20 argentum@verizon.net twitter.com/si1very twitter.com/ArgentMedia ArgentMedia.com Search Engines are complex. Get qualified help.
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