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Smx West 2014 Session #Smx #24A - Life After Not Providedpresentation Watch What Happens Life After Not Provided By Benjamin Spiegel @Nxfxcom Of Catalyst

Smx West 2014 Session #Smx #24A - Life After Not Providedpresentation Watch What Happens Life After Not Provided By Benjamin Spiegel @Nxfxcom Of Catalyst

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    Watch What Happens Life After Not Provided Watch What Happens Life After Not Provided Presentation Transcript

    • LIFE AFTER “NOT PROVIDED”
    • BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment management Director, Search Operations Design enterprise search engagements @nxfxcom My two daughters Flying planes Data and insights (seriously) German carswww.catalystsearchmarketing.com
    • LET’S TALK KEYWORDS
    • (NOT PROVIDED)
    • JUST IN CASE…
    • WHAT IS (NOT PROVIDED)?
    • IN 2011 GOOGLE STARTED TO ENCRYPT SEARCH
    • ENCRYPT SEARCH?
    • HTTP VS. HTTPS
    • PRE-2011 Browser header contained referral URL
    • YOU WOULD SEE
    • POST-2011 SECURE TRANSMISSION = NO REFERRAL DATA
    • 75%-92% (NOT PROVIDED)
    • SO WHAT WAS LOST?
    • Keyword Landing page Activity THE CONNECTION
    • A COUPLE OF THINGS JUST TO BE CLEAR…
    • 1. IT’S NOT COMING BACK No matter what you do
    • 2. YOU CAN’T PAY FOR IT ... believe me I’ve tried…
    • 3. THERE IS NO SUBSTITUTION From a reporting perspective…
    • I TRIED THAT AS WELL Not even volume matched…
    • COMPARING GA TO WMT Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
    • OR BY PERCENTAGE Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
    • 4. IT DOES NOT MATTER Not really … anymore.
    • WHY? Does it not matter anymore?
    • 1. THE CLIENTS DID NOT CARE It was interesting, but keyword data did not lead to action
    • 2. GOOGLE IS ABOUT RELEVANCE, CONTENT & CONTEXT NOT ABOUT KEYWORDS
    • WE USED KEYPHRASES FOR A LOT
    • REPORTING OPTIMIZATION PLANNING STRATEGY CONTENT PAID MEDIA & INSIGHTS
    • LET’S TALK ABOUT INSIGHTS
    • INSIGHTS = DATA
    • MY DATA SOURCE OF CHOICE
    • HOW TO DELIVER WMT INSIGHTS AT SCALE
    • 1. COLLECTING THE DATA
    • OPTION 1 Webmaster Tools API
    • OPTION 2 Python Solution
    • OPTION 3 Not advised ….
    • 2. CONNECT THE OUTPUT TO YOUR DATABASE LOAD DAILY DATA
    • 3. ENHANCE YOUR DATA Add additional data such as Google Trends Search Volume Avg. CPC Actual CPC Rank …
    • 4. SEGMENT YOUR DATA INTO THEMES For an automotive brand it could be: Branded / Unbranded Car Model New / Used Type (Convertible / SUV) Price Class Day of Week …
    • 5. CONNECT YOUR DATA
    • OUR FLOW
    • 6. TELL A STORY
    • INSIGHTS2ACTION
    • EXAMPLES…
    • WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND CONVERTIBLES?
    • ORGANIC CONVERTIBLE IMPRESSIONS
    • DOES THE CTR CHANGE BY DAY OF WEEK? (STILL TALKING CONVERTIBLES)
    • CTR BY DAY OF WEEK
    • DOES IT DIFFER BY BRANDED VS UNBRANDED? (YEAH, STILL TALKING CONVERTIBLES)
    • BRANDED VS UNBRANDED CTR BY DAY OF WEEK
    • ITS ALL ABOUT CONTENT, SO HOW ABOUT A CTR STUDY?
    • BY LANDING PAGE / CONTENT
    • NOT WMT, BUT: WHAT DAY/HOUR CREATES THE HIGHEST CONVERSIONS?
    • CONVERSION RATE BY DAY/TIME
    • AND SOME MORE IDEAS CTR / Impressions by weather Conversion rate by time Engagement by day of month Discover new terms Low CTR content Ranking changes by day of week …
    • THANK YOU Benjamin Spiegel Director of Search Operations @nxfxcom