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
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
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
Let content guide your KW research• And can I get a URL to go with those keywords?#seocom #smx
“The larger a sample is, the more likely it is to be representative. ” - Mark Chu-Carroll , PhD, Google Engineer Source#seocom #smx
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
(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
Calculating (not provided)• Google Spreadsheet: http://goo.gl/2uq5H#seocom #smx
(not provided) tip: segment keywords!• There is safety in numbers – Group similar keywords together for aggregate data (branded, non- branded, by topic)#seocom #smx
Segmenting keywords• Example: Non-Branded Keywords – Could be a specific product line, topic, etc.#seocom #smx
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
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
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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