1. NOT
PROVIDED
Shifting from Keyword Research to Content Research
by Nichola Stott

2. WHAT IS
NOT
PROVIDED?

3. October 2011
Google no longer passing organic
search keyword for logged-in users
Effects ALL web analytics including
GA, Omniture, Piwik and others

4. March 2012
Default to SSL
on Google
Firefox

5. www.themediaflow.com
77%Not Provided

6. WHAT
DOES
This Mean?

7. YEAR ON YEAR
REPORTING
Not Apples for Apples

8. Rank Traffic
Efforts to shift focus away from Rank to Traffic
THWARTED!

9. Remaining Keyword Data
Not statistically significant to
extrapolate

10. Visits by Organic
Keyword
No Longer robust enough to inform
Keyword strategy

11. USE ADWORDS
DOH
!

12. BEHAVIOURAL – Create Advanced Segment and monitor
where not provided leads visit to (landing page)

13. DATA
Add Google Webmaster Tools to Google Analytics
and pro-rata calculate queries X CTR to get
approximate equivalent (2 day lag)

14. ULTIMATELY
GET OVER IT
No meaningful, reliable way to
understand that data for basic
keyword research

15. Using existing visit by
Organic Keyword is
PREACHING TO THE
CHOIR
Conversion tracking
and data hacks more
important than ever
Change of mindset from
Keyword Research to
Content Research

16. UNDERSTANDING
Purchase Journey

17. Only Four Types of query
EVER. End of…
Informational Transactional
Navigational Connectivity

18. Informational Transactional Navigational
RESEARCH SELECT PURCHASE

19. WHAT QUESTION/DECISIONS INFORM
OUR CUSTOMER PURCHASE?
Process?
Licence?
Model or
Spec?
Pictures?
Safety?

20. Monitoring

21. TRENDING

22. TOPIC MINING

23. Go Offline

24. Instead look forward to
what potential
customers want to
know
Make content that
answers those
questions at each stage
of the purchase journey
The Google Analytics
visits by Organic
Keywords is no longer
useful

25. THANKS
FOR LISTENING

26. Tel: +44(0)1420 540227
E-mail: nichola.stott@themediaflow.com
Twitter: @NicholaStott
Web: www.themediaflow.com
Download Now:
www.themediaflow.com