1. [NOT PROVIDED]
How Marketers Can
Deal With it
SMX Israel 2014
By: Kalman Labovitz

2. Overview
What was lost?
Tools
Methods
Not all Data =

3. What is lost? Does it Matter?
• Long tail – almost no information
– Does it really make a difference?
•Well, how did you optimize before?
– template level?
– Page Level?
• Did you really target by building individual pages?
– If so, then you are almost out of luck

4. Head and Middle keywords
• There is data, but it is segmented
• Need to build systems to aggregate data
– Excel (by far the easiest)
• What’s the ROI?
– Stick with basics?

5. Tools
• Google Webmaster Tools
• Bing Webmaster Tools
• Other languages?
– Yandex Webmaster Tools
AdWords Data (for long tail)

6. Method #1
• Queries
– Filter for brand/non-brand

7. Method #1 (cont.)
• Look at URLs driving
traffic per keyword
– Tip: Keep track of landing
pages
• Good sign of internal competition
• You can create a central DB of
landing pages to keywords

8. Methods #1 (cont.)
• Landing Pages
– What keywords are driving
traffic
• Define Head, middle, and tail terms
• Can be done in GWT and BWT
– BWT is a hidden treasure

9. Method #2
• AdWords (not just Google)
– Keyword planner
– Do you need to spend money?
•Broad Match modifier
• Look for trends
– Common search keyword
• (widget +promo +buy +cheap, etc.)

10. Cross data not equal
• GA and GWT
Data not
equal
– Fixed, but...
• There is a
filter in GWT?
– But not in GA

11. Latest Updates
• GWT now shows real numbers
• Bing now supports SSL
• Yahoo now defaults to SSL

12. Contact Me
Email: kalman@rankabove.com
Twitter: @ffemtkl
LinkedIn: il.linkedin.com/in/kalmanlabovitz/
Company Website: www.rankabove.com