Your SlideShare is downloading. ×
Reclaiming your google referral data   mozinar by tim resnik (share)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Reclaiming your google referral data mozinar by tim resnik (share)

17,327

Published on

Published in: Technology, News & Politics
29 Comments
62 Likes
Statistics
Notes
No Downloads
Views
Total Views
17,327
On Slideshare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
221
Comments
29
Likes
62
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • We do this by acquiring and analyzing a massive amount of data about what happens ON our site and what happens OUTSIDE of our siteAS THIS DATA PILES UP SOME INTERSTING TRENDS ARE EMERGING… we are in a period where we are simultaneously being overloaded with data while at the same time being restricted from what we can see.
  • Einstein’s brain:
  • As far as we can tell VED is divided into 3 parts
  • This discrepancy represents a really big optimization issue…let’s dig deeper
  • Transcript

    • 1. Reclaiming YOUR Search Databy Tim Resnik, SEOmoz, @tresnikTweet with Mozinar attendees: #mozinarTechnical problems or feedback:Please email team@seomoz.org
    • 2. Tim Resnik
    • 3. You have a lot of data and some of it is hiding
    • 4. It starts with Nicolaus Copernicus
    • 5. In his day, the 16th century, geocentric theory was accepted as themost logical way to describe universe, and it all revolved around us
    • 6. He took his theory, heliocentricity, to the grave, and scientificprogress briefly suffered
    • 7. Copernicus – Heliocentricity1500s TodayAstronomicalKnowledgeBuilding Blocks of Knowledge
    • 8. Copernicus1500s TodayGalileo – observed the moons of JupiterAstronomicalKnowledgeBuilding Blocks of Knowledge
    • 9. Copernicus1500s TodayGalileoNewton – theory of gravityAstronomicalKnowledgeBuilding Blocks of Knowledge
    • 10. Copernicus1500s TodayGalileoNewtonEinstein – theory of relativityAstronomicalKnowledgeBuilding Blocks of Knowledge
    • 11. Copernicus1500s TodayGalileoNewtonEinsteinHubble - expansionAstronomicalKnowledgeBuilding Blocks of Knowledge
    • 12. ObserveScientific Methodology
    • 13. Observe HypothesizeScientific Methodology
    • 14. Observe HypothesizeTest andconfirmScientific Methodology
    • 15. Observe HypothesizeTest andconfirmOptimizeScientific Methodology
    • 16. WE SIFT THROUGH PILES OF DATAhttp://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
    • 17. 2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral Data Secure Search
    • 18. Google Search API2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataDeprecated
    • 19. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataAccess limited
    • 20. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataHalf the story…
    • 21. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunitySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataLearn from each other
    • 22. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunity3rd Party ToolsSearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataScraping, extrapolating, illuminating
    • 23. :(not provided)
    • 24. :(not provided)
    • 25. Search Referral Traffic to SEOmoz
    • 26. TipTip #1: Sizing the Markethttp://www.coldplay.com/newsdetail.php?id=10
    • 27. DO NOT rely on a singlesource for your data
    • 28. Get a net!
    • 29. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
    • 30. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
    • 31. Keyword Market TriangulateTopsy AdwordsFresh Web Explorer
    • 32. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerTwitterGoogle Searchhttp://freshwebexplorer.seomoz.org
    • 33. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerSweet spot?It moves!
    • 34. http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
    • 35. Keyword Market TriangulateSocial
    • 36. Keyword Market TriangulateSocial
    • 37. Keyword Market TriangulateAdwords
    • 38. Keyword Market TriangulateFresh WebExplorer
    • 39. Keyword Market TriangulationSocial5,139Adwords12,100Fresh WebExplorer4,608“Fire Trucks”:Last 30 days = VelocityRolling 12 month average =The Past
    • 40. Craig O’Neil, Flikr
    • 41. Keyword Market TriangulationSocial32,000Adwords2,400Fresh WebExplorer9,835Last 30 days = VelocityRolling 12 month average =The Past“Players Championship”:
    • 42. Keyword Market Triangulation
    • 43. DO NOT rely on a singlesource for your data
    • 44. Tip #2: Mapping Universal Search
    • 45. http://faenasphere.comHours after Einsteins death on April 18th 1955, an autopsy was conducted by Dr. ThomasStoltz Harvey. This was not your ordinary autopsy as it involved the heisting of the mostfamous brain in history
    • 46. Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of thescientific study into his own hands by deciding which scientist (many of them his friends)should receive which pieces of brain
    • 47. http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.htmlHE KEPT A FEW CHUNKS FORHIMSELF
    • 48. We have a Problemohttp://www.seomanontroppo.com/google-news-analytics-stuff/Hey Tim, checkthis out! I hopeyou speakSpanish.As search marketers we like to share thelove, such as this guy who first wrote about VED
    • 49. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
    • 50. Google Referral String
    • 51. Google Referral String
    • 52. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWUMore specificallyhere!
    • 53. VED Anatomyv ed =0CDIQFjAA
    • 54. VED Anatomyv ed =0CDI QFj AA
    • 55. VED Anatomyv ed =0CDI QFj AASearchVertical
    • 56. VED Anatomyv ed =0CDI QFj AAAbsoluteandRelativePosition
    • 57. VED Anatomyv ed =0CDI QFj AA?
    • 58. Some (tested) TheoriesOrganic Search= QFj
    • 59. Some (tested) TheoriesNews OneBox = QqQIw
    • 60. Some (tested) TheoriesNews OneBox Image= QpwI
    • 61. Some (tested) TheoriesImage OneBox= Q9QEw
    • 62. Some (tested) TheoriesVideo OneBox = Qtwlw
    • 63. Some (tested) TheoriesVideo OneBox Image= QuA I w
    • 64. Some (tested) TheoriesOrganic, Sitelink = QjBPosition of Sitelink = 3
    • 65. Some (tested) TheoriesKnowledge Graph Img (1)= BEPwdKnowledge Graph Img (x)= BEP4d
    • 66. VED SummaryVertical (Universal Search) CodeQ F j Organic SearchQ q Q I w News OneBox (link)Q p w I News OneBox (image)Q 9 Q E w Image OneBoxQ t w l w Video OneBox (link)Q u A I w Video OneBox (image)Q j B Organic Search - SitelinkB E P w d Knowledge Graph image (leading)B E P 4 d Knowledge Graph image (non-leading)
    • 67. Appears in Google SERP99%1%Contains Google Referral String Does Not
    • 68. Appears Google Analytics50%50%Contains Google Referral String Does Not
    • 69. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWUVED is still present even with Secure Search queries…How awesome is that?
    • 70. Put it to use in Google AnalyticsSTEP 1: SETUP A PROFILEFILTER
    • 71. Profile Setup – New Account Profile
    • 72. Profile Setup – 2 New FiltersYou’ll need 2 profilefilters to make thiswork
    • 73. Profile Setup – Universal ExtractRegex to capture VEDin referral string
    • 74. Profile Setup – Universal ExtractRegex to capture CD inreferral string
    • 75. Profile Setup – Universal ExtractWe’ll use this in thenext filter: “VED – CD”
    • 76. Profile Setup – Universal Display
    • 77. Profile Setup – Universal DisplayCalls the custom fieldwe just created: “VED– CD”
    • 78. Profile Setup – Universal DisplayExtracts the referringsearch engine
    • 79. Profile Setup – Universal DisplayDisplays “(VED – CD)Source” under trafficsources > sources >search > organic/dimension = source
    • 80. Profile Setup – Example
    • 81. Put it to use in Google AnalyticsSTEP 2: SETUP ADVANCEDSEGMENTS
    • 82. Advanced Segment Setup
    • 83. Without Universal Information
    • 84. Voilà! – With Universal Information
    • 85. Put it to use in Google AnalyticsSTEP 3: GET IN THERE
    • 86. Get in there: Example 1Great News coverage inUniversal search
    • 87. Get in there: Example 1Not so great
    • 88. Get in there: Example 2CD = absolute position.This will tell you whichSitelink position is beingclicked
    • 89. Get in there: Example 2
    • 90. 0 5000 10000 15000 20000 25000 30000123456VisitsPositionGet in there: Example 2UnderperformingSitelink? Do somethingabout it!
    • 91. Get in there: Example 2If one of your Sitelinks is sucking, tell Google todemote it in Webmaster Tools.
    • 92. Q&A Time!@tresnikwww.seomoz.orgtim@seomoz.orghttp://seomoz.org/webinars

    ×