How to Evolve When the Future of SEO is“Not Provided”Augustin Vazquez-LeviMay 31, 2013
AGENDAThe Challenges of SEOMarketing 101Tips for Other ChannelsWhat’s Coming Next?
The Challenges of SEO
Not provided• Can account for up to 70% of organic searches in some industries(http://www.advanced-web-metrics.com/blog/20...
Long-Tail• By influencing keyword selection, the original user intent is obfuscated• Searchers use fewer keyword variation...
SamplingLess accurate for ‘needle in a haystack’ problems such as:•Single keyword analysis•Long tail analysis•Narrow dimen...
Google CompetitionOn some queries, top ranking organic results don’t show up over the foldover:•Google Flights (http://www...
Google CompetitionOn some queries, top ranking organic results don’t show up over the foldover:•Google Flights (http://www...
Google Competition• Shopping comparison/Hotel finder, etc.
Algorithm UpdatesPenguin, Panda, Phantom…•For some industries breaking Google Guidelines is the only way to rank (mortgage...
Dependent on Google?
SEO vs. [channel]?
Let’s go back to thebasics…
Marketing 101
Sales Cycles
Sales Cycle
Channels & Multi Channel FunnelsTime Lag ReportPath Length
Sales Cycle
Multi Channel InteractionsBasic Channels (Out-of-the-box)
Assisted/Last Interaction RatioAssisted/Last interaction Conversions:> 1 Likely to convert as last interaction< 1 Source s...
Set Expectations
Channels & Multi Channel FunnelsCreate Your Own Channels
Google Think InsightsSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
Different Industries & CulturesSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
Tips for other Channels
Non converting Visitors
Remarket Them!
Remarket List Ideas• Abandoned Cart/Lead Generation form• Viewed specific Products/Categories• Users who have spent more t...
Remarket List Ideas• Days since last visit?• Specific event was triggered• Custom Variable (Male/Female, Member/Non-member...
Email NewslettersNo Campaign Tracking on Newsletters 
Email Newslettershttps://support.google.com/analytics/answer/1033867?hl=enJust type: “URL Builder” in Google. I promise it...
Email Newslettershttps://support.google.com/analytics/answer/1033867?hl=enJust type: “URL Builder” in Google. I promise it...
What’s Coming Next?
Universal AnalyticsNew Menu Options
Session SettingsOld Version (ga.js)Analytics.js
Add Organic Search SourcesOld Version (ga.js)
Referral Exclusion ListOld Version (ga.js)
Exclude Search TermOld Version (ga.js)
Cookie UsageOld Version (ga.js)
Ga.jsClient IDClient ID Client IDClient ID
Ga.js$$$
Analytics.jsUser IDUser ID User IDUser ID1 user Across Devices= UserID
Analytics.js$$$
Measurement ProtocolMeasure Offline Purchases with GA• Tid= Google Analytics account• cid= User ID (anonymous user)• T= In...
At the end of the day…
facebook.com/aodmarketingFollow us: @aodmarketingwww.aodmarketing.com
SEO Camp Montreal 2013: How to Evolve When the Future of SEO is "Not Provided"
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SEO Camp Montreal 2013: How to Evolve When the Future of SEO is "Not Provided"

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As Multi-Channel and Custom Data tracking become more important, branding & customer loyalty are increasingly measurable and profitable. How does this affect SEO`s impact in the future from a data perspective? Presented by Agustín Vazquez-Levi, President of AOD Marketing, at SEO Camp Montreal 2013. This presentation concentrates on the future role of SEO as more channels (Social, emails, PPC, Media, remarketing, etc.) are becoming increasingly important. Agustin discusses how to leverage different channels creatively with SEO by creating user personas specific to keyword intent, seasonality...etc.

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SEO Camp Montreal 2013: How to Evolve When the Future of SEO is "Not Provided"

  1. 1. How to Evolve When the Future of SEO is“Not Provided”Augustin Vazquez-LeviMay 31, 2013
  2. 2. AGENDAThe Challenges of SEOMarketing 101Tips for Other ChannelsWhat’s Coming Next?
  3. 3. The Challenges of SEO
  4. 4. Not provided• Can account for up to 70% of organic searches in some industries(http://www.advanced-web-metrics.com/blog/2013/02/01/the-rise-and-rise-of-not-provided-keywords/)• Corrupts YoY data comparison, making it difficult to show an increase in traffic for specific KWs• Less Keyword spread to measure intent
  5. 5. Long-Tail• By influencing keyword selection, the original user intent is obfuscated• Searchers use fewer keyword variations, funneling visits to fewer potential sites
  6. 6. SamplingLess accurate for ‘needle in a haystack’ problems such as:•Single keyword analysis•Long tail analysis•Narrow dimension filteringSometimes you can’t drill deeper and the data request fails.
  7. 7. Google CompetitionOn some queries, top ranking organic results don’t show up over the foldover:•Google Flights (http://www.aodmarketing.com/google-search-anti-competitive/)•Larger Ads; taking more foldover space•Knowledge Graph•Shopping comparison/Hotel finder, etc.
  8. 8. Google CompetitionOn some queries, top ranking organic results don’t show up over the foldover:•Google Flights (http://www.aodmarketing.com/google-search-anti-competitive/)•Larger Ads; taking more foldover space•Knowledge Graph (NEW: Nutrition information in search 5/30/2013)•Shopping comparison/Hotel finder, etc.
  9. 9. Google Competition• Shopping comparison/Hotel finder, etc.
  10. 10. Algorithm UpdatesPenguin, Panda, Phantom…•For some industries breaking Google Guidelines is the only way to rank (mortgage, pharma, adult, casino)•Some updates have collateral damage on sites that did nothing wrong•Guidelines are not always 100% clear and change as the web evolves
  11. 11. Dependent on Google?
  12. 12. SEO vs. [channel]?
  13. 13. Let’s go back to thebasics…
  14. 14. Marketing 101
  15. 15. Sales Cycles
  16. 16. Sales Cycle
  17. 17. Channels & Multi Channel FunnelsTime Lag ReportPath Length
  18. 18. Sales Cycle
  19. 19. Multi Channel InteractionsBasic Channels (Out-of-the-box)
  20. 20. Assisted/Last Interaction RatioAssisted/Last interaction Conversions:> 1 Likely to convert as last interaction< 1 Source serves more as an assist role= 1 Serves as an assist role equally as a last interaction
  21. 21. Set Expectations
  22. 22. Channels & Multi Channel FunnelsCreate Your Own Channels
  23. 23. Google Think InsightsSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  24. 24. Different Industries & CulturesSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  25. 25. Tips for other Channels
  26. 26. Non converting Visitors
  27. 27. Remarket Them!
  28. 28. Remarket List Ideas• Abandoned Cart/Lead Generation form• Viewed specific Products/Categories• Users who have spent more than a specificamount on a purchase• Did or didn’t complete a particular goal• Has visited with a particular device type, OS
  29. 29. Remarket List Ideas• Days since last visit?• Specific event was triggered• Custom Variable (Male/Female, Member/Non-member, etc.)• Specific Sequences: Has entered viaCampaign A then B, now will target with C
  30. 30. Email NewslettersNo Campaign Tracking on Newsletters 
  31. 31. Email Newslettershttps://support.google.com/analytics/answer/1033867?hl=enJust type: “URL Builder” in Google. I promise it works everytime.Turn This:http://www.widgets.com/Red-Widget/Into This:http://www.widgets.com/Red-Widgets/?utm_source=Members1&utm_medium=Email&utm_campaign=Summer-Red-widget
  32. 32. Email Newslettershttps://support.google.com/analytics/answer/1033867?hl=enJust type: “URL Builder” in Google. I promise it works everytime.Turn This:http://www.widgets.com/Red-Widget/Into This:http://www.widgets.com/Red-Widgets/?utm_source=Members1&utm_medium=Email&utm_campaign=Summer-Red-widget
  33. 33. What’s Coming Next?
  34. 34. Universal AnalyticsNew Menu Options
  35. 35. Session SettingsOld Version (ga.js)Analytics.js
  36. 36. Add Organic Search SourcesOld Version (ga.js)
  37. 37. Referral Exclusion ListOld Version (ga.js)
  38. 38. Exclude Search TermOld Version (ga.js)
  39. 39. Cookie UsageOld Version (ga.js)
  40. 40. Ga.jsClient IDClient ID Client IDClient ID
  41. 41. Ga.js$$$
  42. 42. Analytics.jsUser IDUser ID User IDUser ID1 user Across Devices= UserID
  43. 43. Analytics.js$$$
  44. 44. Measurement ProtocolMeasure Offline Purchases with GA• Tid= Google Analytics account• cid= User ID (anonymous user)• T= Interaction/Hit type (Pageview, event, etc.)• Dp= Value of the hit typeCreate hits from any device which can connect to the internet by “pinging” a URL:http://www.google-analytics.com/collect?v=1&tid=UA-41347750-1&cid=156325&t=pageview&dp=/sweaters
  45. 45. At the end of the day…
  46. 46. facebook.com/aodmarketingFollow us: @aodmarketingwww.aodmarketing.com

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