Dealing with [Not Provided]

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Presentation from SMX Israel - Jan. 26, 2014. Presentation covers how to reverse engineer landing pages to identify and evaluate keyword performance and then to take that information for keyword …

Presentation from SMX Israel - Jan. 26, 2014. Presentation covers how to reverse engineer landing pages to identify and evaluate keyword performance and then to take that information for keyword optimization

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  • 1. How Marketers Can Deal With [NOT PROVIDED] Focus On What Matters & Reverse Engineering Your Page Alan K’necht Digital Always Media Partner: Analytics & Social @aknecht
  • 2. About Me • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 @aknecht
  • 3. About DAM • Provides SEO, Social & Analytics Services & Consulting @aknecht
  • 4. The Ultimate KPI/Metric @aknecht
  • 5. Understand the Power of Data Sampling • Don’t worry about “Not Provided” • Do you have a good sample? – 10-20% is a good sample • Election polls sample less than 1% & accurate within 4% - 4 out 5 times • Reverse Engineering gives a good sample @aknecht
  • 6. Key Metric • Conversion rate – By Landing Page • But which phrase(s) – Drive traffic – Does the page generate conversations @aknecht
  • 7. Focus on Non-Branded Terms • Non branded terms – Opportunity to expand brand – Find people who don’t know about you @aknecht
  • 8. Keywords Are Secondary • Don’t worry about specific phrases • Think Landing Pages for organic instead – Which ones are they? – Are these the landing pages you want? • Do they lead to conversions? – What can be done improve traffic to page • Work backwards @aknecht
  • 9. Identify Key Landing • Examine landing pages in Analytics @aknecht
  • 10. Filter For Only Organic Search • Create a Filter or Segment (GA) @aknecht
  • 11. @aknecht
  • 12. @aknecht
  • 13. Create a Word Cloud @aknecht
  • 14. Create a Word Cloud Created using: http://www.jasondavies.com @aknecht
  • 15. Extract Dominant Words Created using: http://www.jasondavies.com @aknecht
  • 16. Build Likely Phrases • Keywords: – Lasik, savings, cost, financing • Likely Phrase – Cost of Lasik – Financing Lasik – Saving on Lasik @aknecht
  • 17. Use GWMT to Find Phrases @aknecht
  • 18. Use GWMT to Find Phrases Opportunity?: Optimize for word “Surgery” on page @aknecht
  • 19. Extract Dominant Words Created using: http://www.jasondavies.com @aknecht
  • 20. Fixing Key Landing Pages • Lasik eye surgery cost @aknecht
  • 21. • Compare Conversion rate for each page – /cost-of-lasik/ = 6.02% – /cost-of-lasik/....Canada = 3.49% @aknecht
  • 22. Where are the Opportunities • Examine list of matching keyword – Sort by Impressions – Is there room for SERP improvements – What can be done to improve CTR • Examine Specific Landing Pages • Conclusion: • Put SEO &CRO into/cost-of-lasik/ • Get more traffic with higher conversion rates @aknecht
  • 23. Repeat • Repeat for all landing pages to specific keyword phrases (top 10 pages) • Compare: – Engagement Rate – Conversion Rate • Identify best landing page for Keywords @aknecht
  • 24. Optimize • Which is it better to optimize? – Top landing page for better conversion – Top converting page for better traffic @aknecht
  • 25. CASE STUDY @aknecht
  • 26. Focused on Converting Pages • Goal improve ranking & CTR • Results – Slight reduction in organic traffic – Increase in conversion & conversion value @aknecht
  • 27. Impact of Optimization @aknecht
  • 28. Take the Time & Dig • Segment Regional data by – Branded vs non-branded – Primary phrases vs secondary phrases – Keyword phrases length • 2 word vs. 3 word vs. 4 word phrases • Export WMT Data to CSV – Import into a database for data mining @aknecht
  • 29. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google @aknecht