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How Marketers Can Deal With
[NOT PROVIDED]
Focus On What Matters &
Reverse Engineering Your Page
Alan K’necht
Digital Alwa...
About Me
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– ...
About DAM
• Provides SEO, Social & Analytics
Services & Consulting

@aknecht
The Ultimate KPI/Metric

@aknecht
Understand the Power of
Data Sampling
• Don’t worry about “Not Provided”
• Do you have a good sample?
– 10-20% is a good s...
Key Metric
• Conversion rate
– By Landing Page

• But which phrase(s)
– Drive traffic
– Does the page generate conversatio...
Focus on Non-Branded Terms
• Non branded terms
– Opportunity to expand brand
– Find people who don’t know about you

@akne...
Keywords Are Secondary
• Don’t worry about specific phrases
• Think Landing Pages for organic instead
– Which ones are the...
Identify Key Landing
• Examine landing pages in Analytics

@aknecht
Filter For Only Organic Search
• Create a Filter or Segment (GA)

@aknecht
@aknecht
@aknecht
Create a Word Cloud

@aknecht
Create a Word Cloud

Created using: http://www.jasondavies.com

@aknecht
Extract Dominant Words

Created using: http://www.jasondavies.com

@aknecht
Build Likely Phrases
• Keywords:
– Lasik, savings, cost, financing

• Likely Phrase
– Cost of Lasik
– Financing Lasik
– Sa...
Use GWMT to Find Phrases

@aknecht
Use GWMT to Find Phrases

Opportunity?: Optimize for word “Surgery” on page

@aknecht
Extract Dominant Words

Created using: http://www.jasondavies.com

@aknecht
Fixing Key Landing Pages
• Lasik eye surgery cost

@aknecht
• Compare Conversion rate for each page
– /cost-of-lasik/ = 6.02%
– /cost-of-lasik/....Canada = 3.49%

@aknecht
Where are the Opportunities
• Examine list of matching keyword
– Sort by Impressions
– Is there room for SERP improvements...
Repeat
• Repeat for all landing pages to specific
keyword phrases (top 10 pages)
• Compare:
– Engagement Rate
– Conversion...
Optimize
• Which is it better to optimize?
– Top landing page for better conversion
– Top converting page for better traff...
CASE STUDY

@aknecht
Focused on Converting Pages
• Goal improve ranking & CTR
• Results
– Slight reduction in organic traffic
– Increase in con...
Impact of Optimization

@aknecht
Take the Time & Dig
• Segment Regional data by
– Branded vs non-branded
– Primary phrases vs secondary phrases
– Keyword p...
Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht

Type my name into Google

@aknecht
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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 optimization

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Transcript of "Dealing with [Not Provided]"

  1. 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. 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. 3. About DAM • Provides SEO, Social & Analytics Services & Consulting @aknecht
  4. 4. The Ultimate KPI/Metric @aknecht
  5. 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. 6. Key Metric • Conversion rate – By Landing Page • But which phrase(s) – Drive traffic – Does the page generate conversations @aknecht
  7. 7. Focus on Non-Branded Terms • Non branded terms – Opportunity to expand brand – Find people who don’t know about you @aknecht
  8. 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. 9. Identify Key Landing • Examine landing pages in Analytics @aknecht
  10. 10. Filter For Only Organic Search • Create a Filter or Segment (GA) @aknecht
  11. 11. @aknecht
  12. 12. @aknecht
  13. 13. Create a Word Cloud @aknecht
  14. 14. Create a Word Cloud Created using: http://www.jasondavies.com @aknecht
  15. 15. Extract Dominant Words Created using: http://www.jasondavies.com @aknecht
  16. 16. Build Likely Phrases • Keywords: – Lasik, savings, cost, financing • Likely Phrase – Cost of Lasik – Financing Lasik – Saving on Lasik @aknecht
  17. 17. Use GWMT to Find Phrases @aknecht
  18. 18. Use GWMT to Find Phrases Opportunity?: Optimize for word “Surgery” on page @aknecht
  19. 19. Extract Dominant Words Created using: http://www.jasondavies.com @aknecht
  20. 20. Fixing Key Landing Pages • Lasik eye surgery cost @aknecht
  21. 21. • Compare Conversion rate for each page – /cost-of-lasik/ = 6.02% – /cost-of-lasik/....Canada = 3.49% @aknecht
  22. 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. 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. 24. Optimize • Which is it better to optimize? – Top landing page for better conversion – Top converting page for better traffic @aknecht
  25. 25. CASE STUDY @aknecht
  26. 26. Focused on Converting Pages • Goal improve ranking & CTR • Results – Slight reduction in organic traffic – Increase in conversion & conversion value @aknecht
  27. 27. Impact of Optimization @aknecht
  28. 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. 29. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google @aknecht
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