Optify webinar-ssl-enhancement-impact-on-seo

Google’s SSL enhancement:
How does it impact your SEO?
Tuesday, February 5, 2013 1:00 EST (10:00 PST)

SPEAKERS:
Barry Schwartz, Executive Editor, Search Engine
Roundtable, News Editor, Search Engine Land
Zach Okun, Director of Product Management at Optify -
Inbound Marketing Software

©2012 Third Door Media, Inc.

Barry Schwartz,
Executive Editor, Search
Engine Roundtable, News
Editor, Search Engine Land

Barry Schwartz is Search Engine Land's News Editor and has
covered search news for over five years. Barry also maintains the
“Search Engine Roundtable”, his own search blog that tracks
discussions at the most active search engine forums. As the host of
Search Marketing Expo Israel and a speaker at many search
marketing conferences, Barry is always on top of the most important
topics in search.


Zach Okun,
Director of Product,
Optify

Zach is responsible for enforcing Optify's simple mantra -
'Simple, Insightful, and Actionable‘, and thinks that marketers deserve
better tools to deal with rapidly changing technological landscape.
Prior to Optify, Zach was a product manager at Amazon Web Services.

Follow Zach on Twitter - @z_okun


About Optify


What we’ll cover today

•  What is Google’s SSL enhancement?
•  What has changed? And how does the SSL enhancement
affect you?
•  The results of Optify’s study on the rate of increase in ‘not
provided’ data
•  What is the best course of action after the enhancement to
improve your SEO?


What Is SSL Search?

•  SSL Encrypts Your Browser Behavior
•  Protects The Searcher
•  Public Wifi Spots (Protects Sniffers)
•  Blocks (Most) Keyword Referrer Data
From Being Passed To Analytics &
Logs
•  Source (i.e. Google/Bing) Is Passed
•  May Slow The Speed Of Search
Results


Google SSL Search Beta

•  May 21, 2010 Google Introduces Opt In
SSL Search At encrypted.google.com
•  Launched As BETA
•  Searches Over Google SSL Do Not
Pass Referrer Data
•  Google Stores Searches In Web History
& For Own Use
•  Google AdWords Does Pass Keyword
Data To Advertiser


Google SSL Search Default

•  October 18, 2011
SSL Default For
Logged In
Google Users
•  10% Or Less Of
Search Referrer
Data Impacted


Google SSL Search Expands Globally

•  March 5, 2012 SSL Search Defaults
Globally
•  10% Continues To Increase
•  [NOT PROVIDED] Scares Marketers


Browsers Adopt SSL Search Defaults

•  July 2012 Firefox 14 Defaults To SSL
Search Via Google
•  September 2012 Mobile Safari Defaults
To SSL Search Via Google
•  2013 Chrome 25 Defaults To SSL
Search Via Google


Marketers Lose Keyword Data

•  30%+ Of Keyword Data Not Provided
•  … and growing
•  AdWords Gets Keyword Data
•  Web History Gets Keyword Data
•  Google Gets Keyword Data
•  Webmaster/Marketer Doesn’t Get
Keyword Data


No Keyword Data Means:

•  Marketers Can’t Learn How Searchers
Are Reaching Them
•  Marketers Can’t Personalize Their
Landing Pages By Keyword Data
•  Marketers Need To Different Sources
For Keyword Research
•  Marketers Can Be Reaching The
Wrong Users (Negative Keywords)


Not Provided reaches 39% and rising

45%

40%

35%

30%

Not provided %age

“not provided” rate is up 171%
25%

since its introduction. One of
20%
every 2.5 visits from organic
15%

search now show up as “not
provided”.
10%

5%

0%

Not provided %age = ‘not provided’ Google US organic keyword visits /
total Google US organic keyword visits


Organic Search is #1 driver of traffic to B2B Sites
0.80%

4.70%

1.90%
0.10%

11.50%

40.00%

41.00%

Direct
Organic
Referral
Paid
Search
Social
Media
Email

Other

Source: Optify 2012 B2B Marketing Benchmark Report


Google dominates the Organic Search market
!"#!$%&'()*+$,&(-+$.(&/01$23(&0$
)""#$

(!#$ !"#$%&'()*$"'+(,$"-*.()+$"*(
('#$
(#))&'
%#*+&'
(&#$

(%#$ 5.85%

5.95%

./012$
("#$
3456$

788691$
!!#$

!'#$
!"#$%&'
88.21%

!&#$

!%#$

!"#$
)*)*)%$ %*)*)%$ +*)*)%$ &*)*)%$ ,*)*)%$ '*)*)%$ -*)*)%$ !*)*)%$ (*)*)%$ )"*)*)%$ ))*)*)%$ )%*)*)%$

,--./0'12340' 567.'12340' 89204'1034:2';7.670<'

Google’s share of organic traffic to B2B websites topped 90% in November, 2012.
It averaged 88.21% in 2012 and showed a consistent increase for most of the year.


Recognized keywords from Organic Search drop by 48%
Recognized
Keywords
Index

1.2

1

0.8

Almost 50% of the keywords
0.6

previously tracked are no
longer available through
0.4

analytics systems due to SSL
search.
0.2

0

“Recognized Keywords Index” assumes November 2011 as the baseline for the total number of recognized keywords.
From that point until today, almost 50% of the keywords previously tracked are no longer identified due to the SSL
update, and now show as (not provided).


Recognized, non-branded keywords drop to 35%
!"#$%&'(")*&$&+,!-&)")*."/0$!)1*!-2"*
%!"!!#$

)%"!!#$

)!"!!#$

(%"!!#$

(!"!!#$
Only 35% of organic search
'%"!!#$
visits from Google will provide
'!"!!#$ keyword data that can be
correlated with SEO work and
&%"!!#$
analyzed to improve SEO
&!"!!#$ campaigns.
%"!!#$

!"!!#$
$

$

'$

$

$

$

$

$

'$
$

&'$
'$
&'

-&'

&'

-&'

-&'

&'

-&'
&'
2-&

;-&
<-&
-

5-

8-
2-

?-
*+,

./0

*6,

*67

9/4
1+

34

:;

@/
1+

36

=>

Marketers are left with only 35% of non-branded keywords they can work with to analyze, optimize and measure.


Other key findings

•  64% of companies analyzed in the
study see 30%-50% of their traffic from
Google as “(not provided)”
•  81% of the companies analyzed in the
study see over 30% of their traffic from
Google as “(not provided)”
•  Recognized referring keywords from
organic search declined by 49%


Who should care?
Website Traffic + marketing sophistication

SEO’s

Professional Marketers

Small Businesses

Impact


Sophistication Level 1 – Do nothing


Sophistication Level 2 – Diversify your programs


Sophistication Level 3 – Make the most of the data you have


Sophistication Level 4 – Use Google Webmaster Tools

•  Use the data that Google
provides for past 30 days:
–  Top 1,000 daily search
queries
–  Top 1,000 landing pages for
past 30 days
–  Cross reference with tool
like Optify to calculate
relative lead conversion
rates


Sophistication Level 5 – Use PPC data

Not an ‘apples to apples’ comparison, but you can look at relative CTRs and conversion rates to estimate relative
organic keyword performance


Sophistication Level 6 – Use other data for personalization

Get rich intelligence on what happens after someone arrives from Organic Search

Firmographic data Behavioral data

•  Industry •  Pages visited
•  Geography •  # visits
•  Company •  Email responses
•  # Employees •  Form completions
•  Etc. •  Content downloaded

Use data such as forms submissions, pages viewed and incoming campaign tags to guide personalization of web
pages and follow-up emails.


Sophistication Level 7 – Use proxy data for SEO work

Pull keywords from Use rank and
Google Webmaster known CTR for Estimate
Sort organic leads
tools that drove each keyword to conversion rate by
by entry page
traffic to entry estimate traffic keyword
page driven by keyword


Key Takeaways

•  Referring keyword data is going away
•  There are solutions for dealing with the lack of
data
•  The underlining issue is Google dominance
•  Make sure you don’t bank your entire marketing
on just Organic Search


www.optify.net
(206) 388-4234 (phone)
(877) 2-OPTIFY (toll-free)


Optify webinar-ssl-enhancement-impact-on-seo

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (20)

Similar to Optify webinar-ssl-enhancement-impact-on-seo

Similar to Optify webinar-ssl-enhancement-impact-on-seo (20)

More from Optify

More from Optify (20)

Recently uploaded

Recently uploaded (20)

Optify webinar-ssl-enhancement-impact-on-seo