Keywords (not provided) in Google Analytics is the best thing to happen to SEO, because it forces marketers to start thinking outside of the box! Marketers are challenged with accounting for a loss of the keyword data that has been the heart of their reports for years and must now discover new ways to measure their performance. What they don't realize is that they now have the opportunity to advance their careers to the next level.
With disruption comes opportunity, and this opportunity allows marketers to redefine how search marketing efforts impact their company. Executives don't care about keywords, they care about running a profitable business. Who needs keywords when you can start showing amount of profit you deliver to your business?
Read this presentation to gain a clear understanding of how to approach the future in a (not provided) world, including a lesson on:
* Alternatives to (not provided) keywords that are readily available in Google Analytics
* Using visitor demographics to refine search efforts and inform our future marketing decisions
* How to measure the true ROI of SEO efforts and present our case in a way executives understand
Read the whole presentation to learn how to download an advanced Excel dashboard template that allows you to easily calculate the true ROI of your SEO efforts and share with key stakeholders in your organization.
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!
1. With Disruption Comes
Opportunity: Proving SEO Value
in a (not provided) world
Photo
Credit:
papalars
via
Compfight
By Jeff Sauer
Founder of Knowledge Land
SMX Advanced | June 12, 2014
2. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Your Guide
2
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge.Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly<cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly<cs
3. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Our Feelings About (not provided)
4. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Executives Aren’t Losing Sleep
5. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
It’s Time to Make Adjustments
6. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Should We Adjust?
Dig
Deeper
into
Google
Analy<cs
7. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Should We Adjust?
Dig
Deeper
into
Google
Analy<cs
Prove
Business
Value
8. DIG DEEPER: WAYS AROUND (NOT
PROVIDED) IN GOOGLE ANALYTICS
Photo
Credit:
One_Penny
via
Compfight
9. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Taking Advantage of all GA has to Offer
15. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Ugly Not Provided Keywords
What
Does
it
Mean?
16. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Filter Data to Include Landing Page
How
to
steal
some
'not
provided'
data
back
from
Google:
h*p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
17. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Landing Page As Keyword Proxy
Not
Perfect,
but
Much
BeZer!
25. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Enable
These
and
Update
Your
Tracking
Code
To
include
dc.js
26. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
View ABC Reports by Demographic
Performance
by
Age
27. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Organic as a Secondary Dimension
28. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Mash Up – Popular Search LPs by Age
Find
High
Value
Search
Visitor
Segments
29. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
More Alternatives to Not Provided
Proving
SEO
Value
in
Google
AnalyGcs:
h*p://moz.com/blog/proving-‐seo-‐value-‐in-‐google-‐analyGcs
30. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Photo
Credit:
brongaeh
via
Compfight
Prove Business Value By Reporting
on Fully Loaded Costs, ROI and LTV
31. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Profit Should Be Calculated
Revenue
32. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Our Ad Spend
Revenue
Marke<ng
Investment
33. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Cost of Selling Each Product
Revenue
Product
Cost
Marke<ng
Investment
34. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Fixed Costs of Business
Revenue
Product
Cost
Fixed
Costs
Marke<ng
Investment
35. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Now You Have Net Profit
Revenue
Product
Cost
Fixed
Costs
Net
Profit
Marke<ng
Investment
36. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Here’s an ROI Equation to Use
Gain
From
Investment
(Net
Profit)
Cost
of
Investment
Cost
of
Investment
ROI
True
ROI
Measurement:
h*p://bit.ly/TrueROI
37. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Here’s an Example with Numbers
Revenue
$99,630
100%
SEO
Spend
$10,942
-‐
Return
on
SEO
Spend
$88,688
811%
Cost
of
Goods
Sold
$77,625
78%
Gross
Revenue
$11,063
11%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$6,063
6%
True
ROI
55%
38. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
True Return on Investment is Important
Revenue
$99,630
100%
Ad
Spend
$10,942
-‐
Return
on
Ad
Spend
$88,688
811%
Cost
of
Goods
Sold
$77,625
78%
Gross
Revenue
$11,063
11%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$6,063
6%
True
ROI
55%
We
need
to
subtract
the
expenses
needed
to
achieve
revenue
to
understand
true
ROI
Learn
How
To
Get
This
Spreadsheet:
h*p://bit.ly/SEO_ROI
40. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Lifetime Value = Long Term Investment
Revenue
$149,445
100%
SEO
Spend
$10,942
-‐
Return
on
SEO
Spend
$138,503
1266%
Cost
of
Goods
Sold
$116,437
78%
Gross
Revenue
$22,066
15%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$17,066
17%
True
ROI
156%
42. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Executives Get Paid on Profit
43. Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Thank You!
43
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge.Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly<cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly<cs
Editor's Notes
We feel very upset about Keywords not provided in Google Analytics
But you know who isn’t upset? Executives in your organization. They don’t know what (not provided) means, don’t care and never will care in the future. They want to know what
While Google Analytics is a free tool, it has many enterprise level features that are useful for organizations of all sizes. In order to help explain just how powerful Google Analytics is, I developed a chart called the Periodic table of Google Analytics that marketers from across the world have downloaded over 5,000 times
Import Cost Data Feature
Our Success comes from Simplifying the Complex
Our Success comes from Simplifying the Complex
Executives love it when you talk in terms that they understand/how they receive compensation. They receive compensation for running a profitable business. Put it into their terms and show your success, and you will get more budget.