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Ways to
Survive the
Not
Provided
Trap
Copyright 2013 KeyRelevance LLC 1
SMX East
Christine Churchill
President, KeyRelevan...
• President of KeyRelevance, LLC
• Member of Founding Board of Directors of
Search Engine Marketing Professional
Organizat...
Once Upon a Time…
….When visitors landed on your
site from search results
pages, Google would report all
the referring key...
Then Things Went Dark
Copyright 2013 KeyRelevance LLC 4
Then Things Went Dark
On 18 Oct 2011, Google stopped providing
keyword data for logged in organic
visitors
Then on 23 Sept...
The Referral Keyword Data Loss Issue
• Biggest change in
SEO and Keyword
Research to date
• Means site owners
and marketer...
Lost Keyword Data Facts
• Applies to ALL Google organic searches
• Means webmasters will not know keywords
organic visitor...
Traditional Sources of Keyword Data
• Site analytics for converting keywords 85%
• Site analytics for frequent words 54%
•...
Copyright 2013 KeyRelevance LLC 9
Approaches
for Capturing
Lost
Keyword
Insights
Option 1 – Use Bing Data
Look at Bing Keywords in Analytics
– Bing market share 17.9%in August 2013 compared to
Google’s 6...
Option 2 – Use PPC
• PPC keyword data not
affected, so use
performance data from
there
• Assumes keywords that
work well i...
Option 3 – Analytics Top Landing Pages
• Review which landing pages are getting
traffic in analytics
• See where the page ...
Copyright 2013 KeyRelevance LLC 13
Option 4 – Use Site Search Data
Site Search Box
• Reveals keywords and
expressions that...
Option 5 – Use Competitive Intelligence Tools
on Your Own Site
• Many Competitive
Intelligence tools get their
data from a...
Competitive Intelligence Tools
Copyright 2013 KeyRelevance LLC 15
Copyright 2013 KeyRelevance LLC
Competitive Intelligence Tools
Option 6 - Use GWT KW Data
Advantages:
– Shows ALL KW, impressions, and clicks
– Impressions w/out clicks might indicate a...
GWT Top Queries Data
Copyright 2013 KeyRelevance LLC 18
GWT provides up to
90 days of query
data and up to 2000
terms
Sort...
GWT Top Pages
Copyright 2013 KeyRelevance LLC 19
Sort by clicks
to find which
pages
brought the
most traffic.
Can click on...
Super Important Tip
• The GWT query data defaults to web data
• To use the corresponding SEO query data in
Google Analytic...
Biggest Limitation of Using GWT
• GWT provides impressions and click ranges,
but has no connection between traffic and
per...
Option 7 - Use Keyword
Tools for Brainstorming
• Google Keyword Planner
• Google Trends
• Bing Keyword Tool
• Bing’s Ad In...
Wish list for Keyword Tools
• Year or longer keyword data In webmaster tools data
• Create option for automatic monthly em...
The Bottom Line
• Site Owners lost an important
source of keyword
performance information with
the loss of referral search...
Copyright 2013 KeyRelevance LLC 25
Thank You!
Christine Churchill
www.keyrelevance.com
info@keyrelevance.com
@KeyRelevance...
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Ways to Survive the Not Provided Trap by Christine Churchill

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From SMX East 2013 - Google & Bing Keyword Tools: The Next Generation - Ways to Survive the Not Provided Trap by Christine Churchill

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Ways to Survive the Not Provided Trap by Christine Churchill

  1. Ways to Survive the Not Provided Trap Copyright 2013 KeyRelevance LLC 1 SMX East Christine Churchill President, KeyRelevance @KeyRelevance @ChrisChurchill
  2. • President of KeyRelevance, LLC • Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) • Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) • Columnist at Search Engine Land & Web Marketing Today • Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences • Over 15 years online marketing experience Speaker: Christine Churchill Copyright 2013 KeyRelevance LLC
  3. Once Upon a Time… ….When visitors landed on your site from search results pages, Google would report all the referring keywords in Analytics Site owners used the keyword data to improve the user experience on their site and to provide visitors with pages for which they were searching Copyright 2013 KeyRelevance LLC 3
  4. Then Things Went Dark Copyright 2013 KeyRelevance LLC 4
  5. Then Things Went Dark On 18 Oct 2011, Google stopped providing keyword data for logged in organic visitors Then on 23 Sept 2013, Google stopped providing keyword data for ALL organic visitors Copyright 2013 KeyRelevance LLC 5
  6. The Referral Keyword Data Loss Issue • Biggest change in SEO and Keyword Research to date • Means site owners and marketers don’t have insight into the specific keywords visitors typed into the search engine that brought them to their site Copyright 2013 KeyRelevance LLC 6
  7. Lost Keyword Data Facts • Applies to ALL Google organic searches • Means webmasters will not know keywords organic visitors typed into Google search engine • Does not apply to PPC Search clicks • Can STILL get keyword data from Bing and other search engines as well as limited data from GWT Copyright 2013 KeyRelevance LLC 7
  8. Traditional Sources of Keyword Data • Site analytics for converting keywords 85% • Site analytics for frequent words 54% • Internal site search 46% • Competitors’ sites 36% • Competitive intelligence tools 34% • Exploring long search phrases 31% • Social semantic mining 15% • Keyword suggestion tools 15% Copyright 2013 KeyRelevance LLC Source: MarketingSherpa Survey 2009
  9. Copyright 2013 KeyRelevance LLC 9 Approaches for Capturing Lost Keyword Insights
  10. Option 1 – Use Bing Data Look at Bing Keywords in Analytics – Bing market share 17.9%in August 2013 compared to Google’s 66.9% (comScore) – Bing provides all keyword information – “Your data, always fully provided” Copyright 2013 KeyRelevance LLC 10
  11. Option 2 – Use PPC • PPC keyword data not affected, so use performance data from there • Assumes keywords that work well in PPC are good words to target organically • Assumes the behavior of visitors from the different sources is the same • Costs money Copyright 2013 KeyRelevance LLC 11
  12. Option 3 – Analytics Top Landing Pages • Review which landing pages are getting traffic in analytics • See where the page is ranking in the SERPS • You can usually tell the keyword theme of the page – you may not know specific keyword phrases, but can get close by looking at the optimization • Labor intensive, doesn’t scale • Landing page optimization pays off Copyright 2013 KeyRelevance LLC 12
  13. Copyright 2013 KeyRelevance LLC 13 Option 4 – Use Site Search Data Site Search Box • Reveals keywords and expressions that visitors are actually using / wanting • Acts as a direct feed from the visitors brain • Make sure you collect site search data Downside is data is limited and site search is usually a fall back when users can’t find what they are looking for on your site.
  14. Option 5 – Use Competitive Intelligence Tools on Your Own Site • Many Competitive Intelligence tools get their data from a variety of sources – not dependent on Google • The tools allow you to enter a domain and the tool will tell you the keywords bringing the domain traffic • Example tools include Searchmetrics, SpyFu, SEMRush, KeywordSpy, and Compete Copyright 2013 KeyRelevance LLC 14
  15. Competitive Intelligence Tools Copyright 2013 KeyRelevance LLC 15
  16. Copyright 2013 KeyRelevance LLC Competitive Intelligence Tools
  17. Option 6 - Use GWT KW Data Advantages: – Shows ALL KW, impressions, and clicks – Impressions w/out clicks might indicate a Title/Meta Description/Snippet issue Disadvantages: – Cannot break out data by other segments (KW leading to conversions, for example) so data is not highly actionable – Mapping KW to landing page is tedious 1-at-a-time process – not useful for large scale KW analysis – Requires you to download reports regularly since GWT data expires in 90 days Copyright 2013 KeyRelevance LLC 17
  18. GWT Top Queries Data Copyright 2013 KeyRelevance LLC 18 GWT provides up to 90 days of query data and up to 2000 terms Sort by Clicks to see the terms that actually brought the most traffic to the site If you click on the query, it shows which pages appear for the term Using Filters can separate brand/non-brand and core terms, plus sources from web, image, mobile, & video
  19. GWT Top Pages Copyright 2013 KeyRelevance LLC 19 Sort by clicks to find which pages brought the most traffic. Can click on Page URL to see which terms the page ranked for
  20. Super Important Tip • The GWT query data defaults to web data • To use the corresponding SEO query data in Google Analytics, you MUST FILTER for Google Property Web! – Otherwise you get image, mobile, video and web search all mixed together Copyright 2013 KeyRelevance LLC 20
  21. Biggest Limitation of Using GWT • GWT provides impressions and click ranges, but has no connection between traffic and performance • “I know this query brought someone to my site, but I have no way of knowing what they did after arriving” • Publishers want to provide content that answers searchers’ questions, not one click visits Copyright 2013 KeyRelevance LLC 21
  22. Option 7 - Use Keyword Tools for Brainstorming • Google Keyword Planner • Google Trends • Bing Keyword Tool • Bing’s Ad Intelligence Excel Plug-in • Wordtracker • KeywordDiscovery • WordStream • Compete, SpyFu, Searchmetrics, SEMRush • Google Instant, UberSuggest, Soovle Copyright 2013 KeyRelevance LLC 22
  23. Wish list for Keyword Tools • Year or longer keyword data In webmaster tools data • Create option for automatic monthly email of keywords • Include seasonal trend data in Keyword Planner • Allow for breakout of mobile devices in Keyword Planner • Make a version of kw tools accessible without login • Give back option for phrase and broad match for search volumes in Keyword Planner • On Bing Keyword Tool – allow for longer lists in UI • Give back keyword data (or at least let us buy it) Copyright 2013 KeyRelevance LLC 23
  24. The Bottom Line • Site Owners lost an important source of keyword performance information with the loss of referral search query data • No perfect workaround • Recommend using combination of workarounds and multiple tools to make up lost data Copyright 2013 KeyRelevance LLC
  25. Copyright 2013 KeyRelevance LLC 25 Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com @KeyRelevance @ChrisChurchill

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