Keyword Research In A (Not Provided) World

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Recently director of SEO at SEO.com presented at SMX Toronto. These are the slides he used during his presentation.

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Keyword Research In A (Not Provided) World

  1. 1. Keyword Research in a (not provided) World
  2. 2. (not provided) = Not a Big Deal! …when you consider all the data we CAN see that is impossible to get offline.#seocom #smx
  3. 3. Remarkable referrer data• Cross-domain referrer data = websites talking to each other• Websites talking to each other = keyword data, ranking data, and more! Keyword Rank#seocom #smx
  4. 4. Remarkable referrer data• Sample search referrer string for “seo” Keyword Rank#seocom #smx
  5. 5. Then came secure search• This: Keyword Rank• Changed to this: Keyword Rank#seocom #smx
  6. 6. (not provided) Keyword 1 Keyword 2• It will get worse! Keyword 3 Keyword 4 – Firefox using SSL by default Keyword 5 Keyword 6 – 25% of web users! Keyword 7 Keyword 8 Keyword 9 Keyword 10 Keyword 11 Keyword 12 Keyword 13 Keyword 14 Keyword 15 Keyword 16 Keyword 17 …#seocom #smx
  7. 7. (not provided) In March 2012, (not provided) accounted for 20% of all referring keywords, across hundreds of sites that we manage#seocom #smx
  8. 8. (not provided) Some websites saw up to 40% of organic traffic hidden behind (not provided) in March 2012#seocom #smx
  9. 9. Enough about what we CAN’T see. • WE CAN see: – Webmaster tools – Between 60-80% of keywords – Adwords data hasn’t skipped a beat (and why not, right?...)#seocom #smx
  10. 10. Webmaster Tools (WMT)
  11. 11. Webmaster Tools (WMT)• Pros – (not provided) doesn’t apply – Shows trending reports – Shows impressions – Shows ranking (avg. position)• Cons – Only gives us 35 days of data – Rounds numbers to arbitrary levels#seocom #smx
  12. 12. Record and analyze WMT data• Download the Search Query Report monthly to see quarterly, yearly trends – Recommended script (Python): http://code.google.com/p/webmaster-tools-downloads/ – Simplified tutorial for beginner-intermediate PC users: http://goo.gl/dmd4K#seocom #smx
  13. 13. Let content guide your KW research• Use the WMT Content Keywords report, cross- reference with the Search Queries reportSearch Queries Report Content Keywords Report#seocom #smx
  14. 14. Let content guide your KW research• And can I get a URL to go with those keywords?#seocom #smx
  15. 15. Tackling (not provided)
  16. 16. Tackling (not provided) Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 6 Keyword 7 Keyword 8 Keyword 9 Keyword 10 Keyword 11 Keyword 12 Keyword 13 Keyword 14 Keyword 15 Keyword 16 Keyword 17 …#seocom #smx
  17. 17. #seocom #smx
  18. 18. “The larger a sample is, the more likely it is to be representative. ” - Mark Chu-Carroll , PhD, Google Engineer Source#seocom #smx
  19. 19. Calculating (not provided) data1. Take keyword list2. Filter by Google-organic only3. Measure percentage of total known visits represented by each keyword4. Multiply that percentage with (not provided), add to total#seocom #smx
  20. 20. (not provided) sampling equationTo extrapolate total visitors for a given keyword: Total KW Visitors = ((rv/trv)*npv)+rv rv = Reported Visits (for current keyword) trv = Total Reported Visits (sum of all known keywords, don’t include (not provided) here) npv = (Not Provided) Visits •Apply to Revenue, Goal Completion, and other metrics#seocom #smx
  21. 21. Calculating (not provided)• Google Spreadsheet: http://goo.gl/2uq5H#seocom #smx
  22. 22. (not provided) tip: segment keywords!• There is safety in numbers – Group similar keywords together for aggregate data (branded, non- branded, by topic)#seocom #smx
  23. 23. Segmenting keywords• Example: Non-Branded Keywords – Could be a specific product line, topic, etc.#seocom #smx
  24. 24. Keyword research in reverse#seocom #smx
  25. 25. Sample Landing Page Report#seocom #smx
  26. 26. Key takeaways• Be targeted in choosing keywords – when possible, base selections on revenue, goals, phone calls, rank/position strength, etc.• Keyword segments = higher clarity• Let content guide you to low-hanging fruit• Educate clients or direct-reports on lack of complete keyword clarity, need for data sampling for more accurate data
  27. 27. Key Takeaways Moving Forward• Implement new best practices for measuring (not provided) data for higher accuracy in reporting and analyzing keyword sets• Create new best practices#seocom #smx
  28. 28. Thank you!• Twitter: twitter.com/claye• Google+: http://goo.gl/cEhGC• LinkedIn: linkedin.com/in/clayeSpecial thanks to @PrestonVanDyke and @JosephBergevin for their brilliance and collaboration.#seocom #smx

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