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Smx sthlm 2013 not provided - for sharing

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"Not Provided" - natural search keywords will not reappear, so in this talk I show a statistical approach to model the missing data with a good accuracy. Reach out to me if you want more detail or …

"Not Provided" - natural search keywords will not reappear, so in this talk I show a statistical approach to model the missing data with a good accuracy. Reach out to me if you want more detail or would like to try this on your own data.

Published in: Technology, Design

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  • 1. “Not Provided” Kristoffer Ewald SVP, Head of DNA by Netbooster @kewald Copyright NetBooster 2013 1
  • 2. Request access to the full presentation via Twitter here: @kewald By requesting access you permit the author to contact you. Copyright NetBooster 2013
  • 3. “Not Provided” Agenda - 20 min – 15th October 2013 1. What? 2. Why? 3. What to do? (How) Q&A Copyright NetBooster 2013
  • 4. 1 . What? Copyright NetBooster 2013 2011 4
  • 5. Effect of Hummingbird upate…
  • 6. Background (not provided) keyword traffic affects all analytics platforms. Google SEO keywords used to hold a referral with q parameter holding keyword e.g. q=keyword Now redirects referral to take out q parameter, but retains other information Distinct from (not set) or (direct) traffic, which has no referral information at all e.g. iOS browsers, https secure search
  • 7. 2.Title Text Here Why? Subheading Copyright NetBooster 2013 7
  • 8. 2. Why?   Why now? – Google released Hummingbird – Protecting the core business? What’s Hummingbird about? – Better at conversational serarches – Better at understanding intent instead of just keyword – The ”Answer maschine” Copyright NetBooster 2013
  • 9. 3.Title Text Here What to do? Subheading Copyright NetBooster 2013 9
  • 10. What to do… • What Data Is Left? • User/Page Based Reporting • Current Tools Copyright NetBooster 2013
  • 11. 4.Title Text Here Summary Subheading Copyright NetBooster 2013 11
  • 12. Summary - Putting all above together 1. Shortlist what keywords are likely to hit URL. 2. Compare with keywords that URL is ranking for 3. Infer traffic split of keywords 4. Monitor changes to rankings, project changes to (not provided) traffic for displayed URL 5. Account for seasonal and forecasted traffic volumes Copyright NetBooster 2013
  • 13. Marketing Intelligence is the new black  Request access to the full presentation via Twitter: @kewald
  • 14. 5. Hvad skal du gøre? Contact Kristoffer Ewald, +45 31 68 22 22, @kewald Copyright NetBooster 2013