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ROI in the age of keyword not provided [Mozinar]
 

ROI in the age of keyword not provided [Mozinar]

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In the brave new world of 'Not Provided' showing the return on your SEO effort has become more and more difficult. Tim Resnik, Product Strategy Principal at Moz, will guide you through advanced Google ...

In the brave new world of 'Not Provided' showing the return on your SEO effort has become more and more difficult. Tim Resnik, Product Strategy Principal at Moz, will guide you through advanced Google Analytics techniques that you can use today to help justify your efforts, measure your search traffic, and segment your data in new ways.

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  • If there are 50X more keywords, which ones are they leaving out, how do they sample your data?
  • This is all your data and there is some really good stuff hereIf you are passing multiple keywords through the CV make sure to add a delimiter, like a comma or hyphens between words of phrases that go together and spaces as a delimiter. The custom variable dimension in GA is one filed, so if you want to do any deeper analysis on the data you pass through you need to be able to identify which words go together.
  • Best for sites with a really well organized url structure. These sites tend to be larger with diverse contentWhat is -> a way to logically group content by types keying off the URL or page titleWhy -> allows you to quickly segment by content type in order to extrapolate the topic and measure success of organic search efforts or look for new opportunities
  • -What is the ratio of number of posts to search traffic --What are the competitive SERP factors I am facing. Can I leverage equity that I have for Oregon IPAs into more traffic about Oregon beers.-Are there any conversion events or goals that need to be considered
  • You can now use your content groups as a dimension for for search referral traffic
  • ExtractionRule SetTracking Code
  • Moz is a really good example of a site that should be using the tracking code we have a structure of blog/BLOG TITLE and the other methods don’t work for grouping. I’d make a Content Group call blog, and then pass
  • A: Local CarouselB: Music & Song CarouselC, R & W: AdsD & T: Shopping AdsE: Direct AnswersF & N: Image ResultsG & H: SitelinksI: Video ResultsJ, M & Y: Local Results, The Seven Pack & MapsK: AuthorshipL: Rich SnippetsO: News ResultsP: Personalized ResultsQ: In-Depth ArticlesS: Related SearchesU, V & X: Knowledge Graph Box
  • Smart data = smart bets

ROI in the age of keyword not provided [Mozinar] ROI in the age of keyword not provided [Mozinar] Presentation Transcript

  • Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim Resnik @tresnik Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  • How did this poker player help me drive search traffic? 2 http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
  • Search Keyphrases* (Top 8) full list 12,230 different keyphrases Search Percent 1. Card Player 5,500 5.2% 2. Cardplayer 5,100 4.8% 3. Cardplayer Magazine 3,300 3.1% 4. Card Player Poker 3,000 2.9% 5. Poker tournaments 2,200 2.0% 6. World Series of poker 1,700 1.6% 7. Card Player Magazine 1,500 1.4% 82,000 78.6% Other phrases * For example only. Not the real numbers 3 Psst…I bet there is some good stuff here
  • Search Keyphrases* Search Percent 125. … 75 .0007% 125. … 75 .0007% 125. Jeff Lisandro 75 .0007% 125. … 75 .0007% 126. … 73 .0007% 126. … 73 .0007%! 126. … 73 .0007% * For example only. Not the real numbers 4
  • Aha! – It’s Simple $$$ 5
  • 6
  • Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 7 The Future
  • There’s enough for everyone! Wahoo! 8
  • There’s enough for everyone! We’re all rich! 9
  • Topics Pages Went Nuts Content Farms Went “Nuts-er” 10
  • (not provided) 11
  • Our Fears were Assuaged Impact will be in the single digits 12
  • 2012 13
  • Well… 14
  • Getting Close to 100% 15
  • 16
  • RIP Keywords 17
  • Smart Bets with Smart Data The Past Measure Efforts Exploit Opportunities Place your bets 18 The Future
  • Take action! 1. 2. 3. 19 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Tip #1: Use Google Webmaster Tools 20
  • Tip #1: Use Google Webmaster Tools Limitation #1: Limited data set Vs. 21 Google Analytics has at least 30X more keywords than Webmaster Tools for Moz
  • Tip #1: Use Google Webmaster Tools Limitation #2: Limited timeframe Only 90 Days of Keyword Data 22
  • Tip #1: Use Google Webmaster Tools Limitation #3: Limited Google Analytics integration Google Analytics does not provided any additional features or value for Google Webmaster Tools data 23
  • Tip #1: Use Google Webmaster Tools Limitation #4: No Transparency 24
  • Tip #1: Use Google Webmaster Tools Scorecard: Google Independent: NO EASY Useful: Good for: YES 25 Ease of Implementation: EVERYONE
  • Take action! 1. 2. 3. 26 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Tip #2: Pass Meta Data in Custom Variables Meta Data Structured Data 27
  • Tip #2: Pass Meta Data in Custom Variables Your site has lots of useful stuff to help you figure out context Pass this data through a custom variable _gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]); 28
  • Tip #2: Pass Meta Data in Custom Variables Use your custom variable as the secondary dimension to landing page for Google search referrals 29
  • Tip #2: Pass Meta Data in Custom Variables Scorecard: Google Independent: YES MODERATE Useful: Good for: YES 30 Ease of Implementation: EVERYONE
  • Take action! 1. 2. 3. 31 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Tip #3: Custom Variables w/ WordPress Categories, tags, author Data 32 Place your bets
  • Tip #3: Custom Variables w/ WordPress 33
  • Should you do it? – Why Not? Scorecard: Google Independent: YES EASY Useful: Good for: YES 34 Ease of Implementation: WORDPRESS USERS
  • Take action! 1. 2. 3. 35 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Tip #4: Content Grouping in GA 36
  • Tip #4: Content Grouping in GA MyBeerBlog.com IPA OR Pale CO OR Porter CO OR CO I want to know what beer type receives the most traffic from Google Search. 37
  • Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) 38 CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) CO (40)
  • Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) More investigation needed, but looks promising 39 CO (40)
  • Tip #4: Content Grouping in GA 40
  • Tip #4: Content Grouping in GA Method #1: Extraction MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter) 41
  • Tip #4: Content Grouping in GA Method #2: Create Rules 42
  • Tip #4: Content Grouping in GA Use the tracking code feature if your URL structures are not Just like a custom variable, you can automate to pass through a category, tag or other metadata 43
  • Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: http://moz.com/blog/social-engagementmetrics-that-matter 44
  • Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: ga('set', ’Blogs', ’Social Media'); 45
  • Should you do it? -- Maybe Google Independent: NO EASY Useful: Good for: YES* 46 Ease of Implementation: EVERYONE
  • Take action! 1. 2. 3. 47 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Not too long ago… 48
  • Tip #5: Extract Data from Google Referral 49
  • How much is a video/news/image result worth to you? There is no way to know…or is there? 50
  • Tip #5: Extract Data from Google Referral https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b v.41867550,d.eWU This string can help! 51
  • Vertical (Universal Search) QFj Organic Search QqQIw News OneBox (link) QpwI News OneBox (image) Q9QEw Image OneBox Qtwlw Video OneBox (link) QuAIw Video OneBox (image) QjB Organic Search - Sitelink BEPwd Knowledge Graph image (leading) BEP4d 52 Code Knowledge Graph image (non-leading)
  • Extract and Segment in Google Analytics 53
  • Setup a new profile 54
  • Setup 2 New Filters 55
  • Filter #1 Regex to capture VED in referral string 56
  • Filter #1 We’ll use this in the next filter: “VED – CD” 57
  • Filter #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine 58
  • The result 59
  • Should you do it? – Yes Google Independent: NO MODERATE Useful: Good for: YES 60 Ease of Implementation: EVERYONE
  • Take action! 1. 2. 3. 61 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  • Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 62 The Future
  • Tim Resnik @tresnik tim@moz.com 63 The recording & the slide deck will be available soon on our site: http://moz.com/webinars