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

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

    1. 1. Reclaiming YOUR Search Databy Tim Resnik, SEOmoz, @tresnikTweet with Mozinar attendees: #mozinarTechnical problems or feedback:Please email team@seomoz.org
    2. 2. Tim Resnik
    3. 3. You have a lot of data and some of it is hiding
    4. 4. It starts with Nicolaus Copernicus
    5. 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. 6. He took his theory, heliocentricity, to the grave, and scientificprogress briefly suffered
    7. 7. Copernicus – Heliocentricity1500s TodayAstronomicalKnowledgeBuilding Blocks of Knowledge
    8. 8. Copernicus1500s TodayGalileo – observed the moons of JupiterAstronomicalKnowledgeBuilding Blocks of Knowledge
    9. 9. Copernicus1500s TodayGalileoNewton – theory of gravityAstronomicalKnowledgeBuilding Blocks of Knowledge
    10. 10. Copernicus1500s TodayGalileoNewtonEinstein – theory of relativityAstronomicalKnowledgeBuilding Blocks of Knowledge
    11. 11. Copernicus1500s TodayGalileoNewtonEinsteinHubble - expansionAstronomicalKnowledgeBuilding Blocks of Knowledge
    12. 12. ObserveScientific Methodology
    13. 13. Observe HypothesizeScientific Methodology
    14. 14. Observe HypothesizeTest andconfirmScientific Methodology
    15. 15. Observe HypothesizeTest andconfirmOptimizeScientific Methodology
    16. 16. WE SIFT THROUGH PILES OF DATAhttp://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
    17. 17. 2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral Data Secure Search
    18. 18. Google Search API2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataDeprecated
    19. 19. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataAccess limited
    20. 20. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataHalf the story…
    21. 21. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunitySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataLearn from each other
    22. 22. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunity3rd Party ToolsSearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataScraping, extrapolating, illuminating
    23. 23. :(not provided)
    24. 24. :(not provided)
    25. 25. Search Referral Traffic to SEOmoz
    26. 26. TipTip #1: Sizing the Markethttp://www.coldplay.com/newsdetail.php?id=10
    27. 27. DO NOT rely on a singlesource for your data
    28. 28. Get a net!
    29. 29. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
    30. 30. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
    31. 31. Keyword Market TriangulateTopsy AdwordsFresh Web Explorer
    32. 32. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerTwitterGoogle Searchhttp://freshwebexplorer.seomoz.org
    33. 33. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerSweet spot?It moves!
    34. 34. http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
    35. 35. Keyword Market TriangulateSocial
    36. 36. Keyword Market TriangulateSocial
    37. 37. Keyword Market TriangulateAdwords
    38. 38. Keyword Market TriangulateFresh WebExplorer
    39. 39. Keyword Market TriangulationSocial5,139Adwords12,100Fresh WebExplorer4,608“Fire Trucks”:Last 30 days = VelocityRolling 12 month average =The Past
    40. 40. Craig O’Neil, Flikr
    41. 41. Keyword Market TriangulationSocial32,000Adwords2,400Fresh WebExplorer9,835Last 30 days = VelocityRolling 12 month average =The Past“Players Championship”:
    42. 42. Keyword Market Triangulation
    43. 43. DO NOT rely on a singlesource for your data
    44. 44. Tip #2: Mapping Universal Search
    45. 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. 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. 47. http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.htmlHE KEPT A FEW CHUNKS FORHIMSELF
    48. 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. 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. 50. Google Referral String
    51. 51. Google Referral String
    52. 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. 53. VED Anatomyv ed =0CDIQFjAA
    54. 54. VED Anatomyv ed =0CDI QFj AA
    55. 55. VED Anatomyv ed =0CDI QFj AASearchVertical
    56. 56. VED Anatomyv ed =0CDI QFj AAAbsoluteandRelativePosition
    57. 57. VED Anatomyv ed =0CDI QFj AA?
    58. 58. Some (tested) TheoriesOrganic Search= QFj
    59. 59. Some (tested) TheoriesNews OneBox = QqQIw
    60. 60. Some (tested) TheoriesNews OneBox Image= QpwI
    61. 61. Some (tested) TheoriesImage OneBox= Q9QEw
    62. 62. Some (tested) TheoriesVideo OneBox = Qtwlw
    63. 63. Some (tested) TheoriesVideo OneBox Image= QuA I w
    64. 64. Some (tested) TheoriesOrganic, Sitelink = QjBPosition of Sitelink = 3
    65. 65. Some (tested) TheoriesKnowledge Graph Img (1)= BEPwdKnowledge Graph Img (x)= BEP4d
    66. 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. 67. Appears in Google SERP99%1%Contains Google Referral String Does Not
    68. 68. Appears Google Analytics50%50%Contains Google Referral String Does Not
    69. 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. 70. Put it to use in Google AnalyticsSTEP 1: SETUP A PROFILEFILTER
    71. 71. Profile Setup – New Account Profile
    72. 72. Profile Setup – 2 New FiltersYou’ll need 2 profilefilters to make thiswork
    73. 73. Profile Setup – Universal ExtractRegex to capture VEDin referral string
    74. 74. Profile Setup – Universal ExtractRegex to capture CD inreferral string
    75. 75. Profile Setup – Universal ExtractWe’ll use this in thenext filter: “VED – CD”
    76. 76. Profile Setup – Universal Display
    77. 77. Profile Setup – Universal DisplayCalls the custom fieldwe just created: “VED– CD”
    78. 78. Profile Setup – Universal DisplayExtracts the referringsearch engine
    79. 79. Profile Setup – Universal DisplayDisplays “(VED – CD)Source” under trafficsources > sources >search > organic/dimension = source
    80. 80. Profile Setup – Example
    81. 81. Put it to use in Google AnalyticsSTEP 2: SETUP ADVANCEDSEGMENTS
    82. 82. Advanced Segment Setup
    83. 83. Without Universal Information
    84. 84. Voilà! – With Universal Information
    85. 85. Put it to use in Google AnalyticsSTEP 3: GET IN THERE
    86. 86. Get in there: Example 1Great News coverage inUniversal search
    87. 87. Get in there: Example 1Not so great
    88. 88. Get in there: Example 2CD = absolute position.This will tell you whichSitelink position is beingclicked
    89. 89. Get in there: Example 2
    90. 90. 0 5000 10000 15000 20000 25000 30000123456VisitsPositionGet in there: Example 2UnderperformingSitelink? Do somethingabout it!
    91. 91. Get in there: Example 2If one of your Sitelinks is sucking, tell Google todemote it in Webmaster Tools.
    92. 92. Q&A Time!@tresnikwww.seomoz.orgtim@seomoz.orghttp://seomoz.org/webinars

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