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Alan bleiweiss bgla2012

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My slide deck from #BlueglassLA 2012 where I spoke on the topic of how to perform SEO in spite of Google having hidden many organic referrer keywords in their "not provided" bucket

My slide deck from #BlueglassLA 2012 where I spoke on the topic of how to perform SEO in spite of Google having hidden many organic referrer keywords in their "not provided" bucket

Published in: Real Estate, Technology, Design

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  • 1. Google Took Your Keywords Away! Now What? #NobodyPanic #ItsNotASignOfTheApocalypse Alan Bleiweiss Search Team Director @Click2Rank @AlanBleiweiss Obligatory Mention: Unicorns Ponies Rainbows Kittens Puppies@AlanBleiweiss #BlueglassLA
  • 2. Don’t assume the data hidden in “not provided” was even that valuable to begin with@AlanBleiweiss #BlueglassLA
  • 3. And it’s never been very scalable Unless you enjoy scouring hundreds of thousands of phrases for a few gems@AlanBleiweiss #BlueglassLA
  • 4. Sometimes “Not Provided” isn’t even the worst fail. “other” can be a lot worse@AlanBleiweiss #BlueglassLA
  • 5. The smart bet is on organic keyword data eventually disappearing completely So what’s an SEO to do?@AlanBleiweiss #BlueglassLA
  • 6. Search Engine WatchHow To Understand Google Not Provided Traffic You can read articleshttp://bit.ly/AbWIRo on magic waysAvinash Kaushak’s to get around the wallSmarter Data Analysis of Googles https (notprovided) change: 5 Steps http://bit.ly/t3W5cbState Of SearchYet Another Way to Reclaim Your (not provided)Data http://bit.ly/t3W5cbSeer InteractiveIs (not provided) Driving You Crazy? Get Some ofYour Data Back http://bit.ly/y1vPkB @AlanBleiweiss #BlueglassLA
  • 7. Or you can Join the new wave of hipsters! Use information that’s been right in front of your face the whole time@AlanBleiweiss #BlueglassLA
  • 8. @AlanBleiweiss #BlueglassLA
  • 9. From 15k organic visits a day to more than 60k visits a day without the use of granular keyword data@AlanBleiweiss #BlueglassLA
  • 10. Even smaller sites can still see tremendous annual growth Without relying on Google Organic Keyword Data@AlanBleiweiss #BlueglassLA
  • 11. No, I’m not talking about having a magic fairy Sprinkle pixie dust on your site* *Missy Ward probably has an affiliate link to one If you really need that@AlanBleiweiss #BlueglassLA
  • 12. Maximum SEO without granular keyword data will only work if your site is already properly optimized@AlanBleiweiss #BlueglassLA
  • 13. If your site is an unorganized, chaotic, poorly optimized pile of trash Forget about what I am about to show you. You have bigger problems to fix first.@AlanBleiweiss #BlueglassLA
  • 14. My methods can help only if you have a well organized site with discoverable content@AlanBleiweiss #BlueglassLA
  • 15. Remember What it was like Before you Became Dependent on Granular data Unlearn your organic keyword habit@AlanBleiweiss #BlueglassLA
  • 16. Remember there’s other data already waiting for you to make use of@AlanBleiweiss #BlueglassLA
  • 17. Look for ways other than Google’s keyword data to determine phrases people find relevantGoogle Analytics “In Page Analytics” can revealareas to improve or remove #BlueglassLA@AlanBleiweiss
  • 18. Track actual keywords you optimized your landing pages & converting pages for Embed landing page & converting page keywords into your conversion tracking solution@AlanBleiweiss #BlueglassLA
  • 19. @AlanBleiweiss #BlueglassLA
  • 20. Review Page Level Data average Visit / time Conversion Page Visits on page conversions Ratio./blue-widgets/ 15000 6:43 744 20.16./red-widgets/ 12941 7:28 936 13.83./big-widgets/ 8000 3:29 54 148.15./fuzzy-widget-balls/ 399 8:21 227 1.76 •Highest Visited •Stickiest •Total Conversions •Most Conversions To Visits (Lowest ratio) #BlueglassLA@AlanBleiweiss
  • 21. Already have highly converting pages? Don’t ignore them or rest on your laurels! Add more pages directly related to themDo more off-page SEO to keep the momentum going Use social media to remind people “these are our best products/services” @AlanBleiweiss #BlueglassLA
  • 22. Highest Visited and/or Stickiest Pages not converting?Test ways to improve them!•A/B Test your Call to Action•A/B Test your content wording and message•Review the persona the page is targeting Is it your likeliest prospect? Or is it speaking to lookers not ready to buy? @AlanBleiweiss #BlueglassLA
  • 23. Lowest visited, least sticky, and lowest converting pages Can they be salvaged? Should they be salvaged? On your worst performing pages: ask: can you better optimize them or should you 301 to higher value pages? Remember to evaluate individual pages and then entire sections @AlanBleiweiss #BlueglassLA
  • 24. Poorly performing pages? Do new keyword research to see if there are better, more appropriate, more relevant phrases Sometimes phrases that made sense a year ago may no longer be valid Sometimes a market has learned new ways to describe something@AlanBleiweiss #BlueglassLA
  • 25. Follow this process And you just may get such great results you’ll think you’re in heaven!@AlanBleiweiss #BlueglassLA
  • 26. Takeaways:Organic Keyword Data will go away completelyMake use of other data you already haveTrack referrer & page title data through to conversionExamine page visits, stickiness, conversion ratiosLook for opportunities to build on the great, improvethe good and fix or scrap the bad@AlanBleiweiss #BlueglassLA