The (not provided) Tool - MeasureFest October 2013

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The (not provided) Tool - MeasureFest October 2013

  1. 1. The Not Provided Tool. Using the evidence we have. Dr. David Sewell, SEO consultant www.freshegg.co.uk 0845 373 1077
  2. 2. Such a shame… Courtesy of www.notprovidedcount.com
  3. 3. What are the common approaches? • Extrapolate the % breakdown of brand terms into the “(not provided)” visits, at different scales • Extrapolate the % breakdown of visits with keywords into the “(not provided)” visits, at different scales • Use landing pages, custom filters to replace “(not provided)” with “np – {landing page URL}” • Use rank, add another filter to append rank passed in the referral string “np – {rank} - {landing page}”
  4. 4. Gathering the evidence. Locations • Governs visibility in SERPs for many key terms • Clues to search trends • Visit to visitor matching across devices
  5. 5. Gathering the evidence. Devices • Affects visibility in SERPs for many key terms • Differing search intent • Data in motion
  6. 6. Gathering the evidence. Landing Pages • Also indicators of intent • Brand • Product / service awareness • or longer tail query
  7. 7. Gathering the evidence. Location + Device + Landing Page + Behavioural Metrics
  8. 8. Multi-layer perceptrons (MLP) (neural network). Evidence Hidden Layers Output Σ …….. …….. Σ Σ …….. Σ Σ …….. Σ
  9. 9. Training the Net. Evidence Hidden Layers Output Σ …….. …….. Σ Σ …….. Σ Σ …….. Σ Target
  10. 10. The Not Provided Tool: Making models. Evidence drawn from Google Analytics API Evidence and target keywords passed to Google Prediction API Model Ready for Use
  11. 11. The Not Provided Tool: Making models. • Seasons • Week Days • Weekends • Daily
  12. 12. The Not Provided Tool: Test Accuracy. Test using evidence from known visits Compare output from model against known keywords
  13. 13. The Not Provided Tool: Run Analysis. Use evidence from unknown visits Gain insights into (not provided) keywords
  14. 14. The Not Provided Tool: Results.
  15. 15. Compare models against extrapolations…
  16. 16. Thank you! Dr. David Sewell, SEO consultant www.freshegg.co.uk 0845 373 1077 @seoeditors Try it! www.notprovidedtool.com

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