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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 ...

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" Presentation Transcript

  • 1. How to Evolve When the Future of SEO is“Not Provided”Augustin Vazquez-LeviMay 31, 2013
  • 2. AGENDAThe Challenges of SEOMarketing 101Tips for Other ChannelsWhat’s Coming Next?
  • 3. The Challenges of SEO
  • 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. Long-Tail• By influencing keyword selection, the original user intent is obfuscated• Searchers use fewer keyword variations, funneling visits to fewer potential sites
  • 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. 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. 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. Google Competition• Shopping comparison/Hotel finder, etc.
  • 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. Dependent on Google?
  • 12. SEO vs. [channel]?
  • 13. Let’s go back to thebasics…
  • 14. Marketing 101
  • 15. Sales Cycles
  • 16. Sales Cycle
  • 17. Channels & Multi Channel FunnelsTime Lag ReportPath Length
  • 18. Sales Cycle
  • 19. Multi Channel InteractionsBasic Channels (Out-of-the-box)
  • 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. Set Expectations
  • 22. Channels & Multi Channel FunnelsCreate Your Own Channels
  • 23. Google Think InsightsSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  • 24. Different Industries & CulturesSource : http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  • 25. Tips for other Channels
  • 26. Non converting Visitors
  • 27. Remarket Them!
  • 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. 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. Email NewslettersNo Campaign Tracking on Newsletters 
  • 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. 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. What’s Coming Next?
  • 34. Universal AnalyticsNew Menu Options
  • 35. Session SettingsOld Version (ga.js)Analytics.js
  • 36. Add Organic Search SourcesOld Version (ga.js)
  • 37. Referral Exclusion ListOld Version (ga.js)
  • 38. Exclude Search TermOld Version (ga.js)
  • 39. Cookie UsageOld Version (ga.js)
  • 40. Ga.jsClient IDClient ID Client IDClient ID
  • 41. Ga.js$$$
  • 42. Analytics.jsUser IDUser ID User IDUser ID1 user Across Devices= UserID
  • 43. Analytics.js$$$
  • 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. At the end of the day…
  • 46. facebook.com/aodmarketingFollow us: @aodmarketingwww.aodmarketing.com