Google Data Independence - Search Exchange 2014

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As marketers, most of us are completely reliant on Google search traffic as the engine that drives our business. We have become dependent on their data to measure our campaigns and optimize for higher rankings. However, we are not in control of this data, as Google will giveth and Google will taketh away (See: Secure Search, Keyword Not Provided). The only way to truly control our search destiny is to supplement the data that Google provides us with our own. In this presentation, I will show you tactics on how to collect, own and analyze data that will help you measure and optimize your search campaigns.

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  • PR NEWSWIRE

    CONTENT MARKETIN
  • And we did this with data.
  • I logged in to AWStats (a log based web analytics program) and had a look our organic search traffic. This is approximately what I saw:
  • Redo

    John Wiley, Lead Designer for Google Search

    http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html

    Great opportunity, but no keyword data 
  • That was then and this is now. Google announced at the end of 2013 that soon all keyword data will be redacted from search referral traffic information.
  • You can now use your content groups as a dimension for for search referral traffic
  • Three ways to di it
    Extraction
    Rule Set
    Tracking Code
  • Just like a custom variable, you can automate to pass through a category, tag or other metadata
  • Just like a custom variable, you can automate to pass through a category, tag or other metadata
  • Credit Dr Pete

    http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

    A: Local Carousel
    B: Music & Song Carousel
    C, R & W: Ads
    D & T: Shopping Ads
    E: Direct Answers
    F & N: Image Results
    G & H: Sitelinks
    I: Video Results
    J, M & Y: Local Results, The Seven Pack & Maps
    K: Authorship
    L: Rich Snippets
    O: News Results
    P: Personalized Results
    Q: In-Depth Articles
    S: Related Searches
    U, V & X: Knowledge Graph Box

  • How much is a news referral worth compared to a video result. The way G displays your data ni GA there is no way to know.
  • Google Data Independence - Search Exchange 2014

    1. MY CO-DEPENDENT RELATIONSHIP WITH GOOGLE Tim Resnik  @tresnik  tim@moz.com
    2. @tresnik THE FIRST STEP TO RECOVERY ADMIT THAT YOU HAVE A PROBLEM
    3. @tresnik DEEP DEPENDENCY
    4. @tresnik AND IF… Heart Stops!
    5. @tresnik BUT THEY NEED ME TOO, RIGHT
    6. @tresnik THEY USE OUR CONTENT
    7. @tresnik I MAKE MY SITE CRAWLABLE
    8. @tresnik
    9. @tresnik I’M NOT SO STRONG
    10. @tresnik RECOVERY ACCEPT WHAT YOU CAN’T CHANGE
    11. @tresnik RECOVERY CHANGE WHAT YOU CAN
    12. @tresnik RECOVERY TAKE CONTROL OF YOUR DATA
    13. @tresnik A DATA DUMP OF DATA TACTICS 1. OWN YOUR TOPIC DATA 1. OWN YOUR SEARCH DATA 1. OWN YOUR SITE DATA
    14. OWN YOUR TOPIC DATA
    15. @tresnik COMPLETE CONTENT SATURATION
    16. @tresnik OVER 7M POSTS PER DAY http://www.slideshare.net/crumplezone Courtesy Dr. Pete Meyers
    17. @tresnik AN UNGODLY AMOUNT OF VIDEO 100 HOURS UPLOADED TO YOUTUBE PER MINUTE
    18. @tresnik AN UNGODLY AMOUNT OF VIDEO 684,000 YEARS WATCHED ON YOUTUBE PER MONTH
    19. @tresnik AN ANNOYING # OF PRESS RELEASES 12,000 NEW PRESS RELEASES PER MONTH
    20. @tresnik WE BECAME CONTENT MARKETERS
    21. @tresnik THE GOOD OL’ DAYS http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
    22. @tresnik THE GOOD OL’ DAYS Search Keyphrases* (Top 8) full list 12,230 different keyphrases Search Percent 1. Card Player 5,500 5.2% 2. Cardplayer 5,100 4.8% 3. Cardplayer Magazine 3,300 3.1% 4. Card Player Poker 3,000 2.9% 5. Poker tournaments 2,200 2.0% 6. World Series of poker 1,700 1.6% 7. Card Player Magazine 1,500 1.4% Other phrases 82,000 78.6% * For example only. Not the real numbers
    23. @tresnik THE GOOD OL’ DAYS Search Keyphrases* Search Percent 125. … 75 .0007% 125. … 75 .0007% 125. Jeff Lisandro 75 .0007% 125. … 75 .0007% 126. … 73 .0007% 126. … 73 .0007% 126. … 73 .0007%
    24. @tresnik THE GOOD OL’ DAYS
    25. @tresnik THE GOOD OL’ DAYS
    26. @tresnik THE GOOD OL’ DAYS 100,000,000,000 Google Searches / Month
    27. @tresnik THE GOOD OL’ DAYS Brand New Terms The Rest 500,000,000 terms PER DAY are brand new, never search before on Google
    28. @tresnik THE GOOD OL’ DAYS Measure Efforts Exploit Opportunities FUTURE PLACE YOUR BETS PAST
    29. @tresnik THAT WAS THEN...
    30. @tresnik (NOT PROVIDED)
    31. @tresnik NOPE
    32. @tresnik GWT CAN PROVIDE DATA, BUT… GA doesn’t have this
    33. @tresnik GWT CAN PROVIDE DATA, BUT… # of KWs From GA # of KWs From GWT
    34. @tresnik GWT CAN PROVIDE DATA, BUT… Only 90 Days of Keyword Data
    35. @tresnik WHO NEEDS KEYWORD DATA? Meta Data Structured Data
    36. @tresnik PASS GA YOUR TOPIC DATA
    37. @tresnik USE A CUSTOM DIMENSION For example: ga('send', 'pageview', {'dimension16': '< ?=$director?>’}); Step 1: put the value “Jose Padilha” in a variable, $director Step 2: send it to Google analytics
    38. @tresnik ANALYZE BY “DIRECTOR” Use your custom variable as the secondary dimension to landing page for Google search referrals
    39. @tresnik WORDPRESS SHORTCUTS Categories, tags, author
    40. @tresnik CUSTOM VARIABLES W/ WORDPRESS Video not available on SlideShare
    41. @tresnik AUTOMATING THE PROCESS
    42. @tresnik Create Content Extract Keywords and Entities Store in a Custom Variable Pass to GA ENTITY EXTRACTION Linked Data + Natural Language Tool Kits
    43. @tresnik Video not available on SlideShare
    44. @tresnik SOME TOOL SETS • Stanford Natural Language Processing Group • University of Illinois Cognitive Computation Group • Stanbol • Skyttle (and a bunch of others on Mashape) • Dbpedia Spotlight • Alchemy API
    45. @tresnik STRUCTURED DATA EXPERT mjb@moz.com @matthewjbrown
    46. @tresnik CONTENT GROUPING IN GA
    47. @tresnik CONTENT GROUPING IN GA MyBeerBlog.com IPA OR CO PALE OR CO PORTER OR CO
    48. @tresnik CONTENT GROUPING IN GA MyBeerBlog.com (1,000) IPA (500) OR (350) CO (150) PALE (300) OR (200) CO (100) PORTER (200) OR (150) CO (50)
    49. @tresnik CONTENT GROUPING IN GA MyBeerBlog.com (1,000) IPA (500) OR (350) CO (150) PALE (300) OR (200) CO (100) PORTER (200) OR (150) CO (50) More investigation needed, but looks promising
    50. @tresnik CONTENT GROUPING IN GA
    51. @tresnik METHOD #1: EXTRACTION MyBeerBlog.com/reviews/ipa/or/double-mountain-review A little RegEx: /reviews/(.*)/ ipa
    52. @tresnik METHOD #2: RULES-BASED
    53. @tresnik METHODS 1 AND 2 DON’T WORK HERE
    54. @tresnik METHOD #3: TRACKING CODE
    55. @tresnik METHOD #3: TRACKING CODE ga('set', 1, ’Social Media');
    56. OWN YOUR SERP DATA
    57. @tresnik GONE ARE THE DAYS…
    58. @tresnik
    59. @tresnik SEARCH REFERRALS IN GA
    60. @tresnik GOOGLE REFERRAL STRING https://www.google.com/url?sa=t&rct=j&q=&es rc=s&source=web&cd=1&cad=rja&ved=0CDIQFj AA&url=http%3A%2F%2Fradiohead.com This string can help! ved=0CDIQFjAA
    61. @tresnik EXAMPLE OF ‘VED’ CODES Vertical (Universal Search) Code Q F j Organic Search Q q Q I w News OneBox (link) Q p w I News OneBox (image) Q 9 Q E w Image OneBox Q t w l w Video OneBox (link) Q u A I w Video OneBox (image) Q j B Organic Search - Sitelink Q o h 0 Local Carousel B E P 4 d Knowledge Graph image (non-leading)
    62. @tresnik WITHOUT VED SEGMENTATION
    63. @tresnik WITH VED SEGMENTATION
    64. @tresnik SET UP A NEW PROFILE
    65. @tresnik SETUP 2 FILTERS
    66. @tresnik FILTER #1 Regex to capture VED in referral string
    67. @tresnik FILTER #1 We’ll use this in the next filter: “VED – CD”
    68. @tresnik FILTER #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine
    69. @tresnik THE RESULT
    70. @tresnik CREATE ADVANCED SEGMENTS
    71. @tresnik USE IT TO MAKE DECISIONS Bubble up areas to optimize
    72. @tresnik USE IT TO MAKE DECISIONS This referral is from a sitelink in the 6th position
    73. @tresnik USE IT TO MAKE DECISIONS
    74. OWN YOUR SITE DATA
    75. @tresnik WHAT GWT IS GOOD AT
    76. @tresnik WHAT GWT IS NOT TOO GOOD AT
    77. @tresnik SCREAMING FROG CAN TOO
    78. @tresnik BALL DON’T LIE
    79. @tresnik LOGS DON’T LIE
    80. @tresnik LOGS DON’T LIE
    81. @tresnik LOGS DON’T LIE
    82. @tresnik 0 1000000 2000000 3000000 4000000 5000000 6000000 June 6th June 27th August 6th Septh 6th Oct 9th Nov 5th Dec 12 Jan 9th April 13th May 17th July 2nd Oct 7th Dec 10th Requests Requests from Spiders GoogleBot BingBot Google Adsens TREND THE CRAWL RATE
    83. @tresnik0 50000 100000 150000 200000 250000 300000 350000 400000 Oct 9th Nov 5th Dec 12th Jan 9th Feb 2nd April 13th May 17th Jul 2nd Oct 7th Dec 10th May 27th AxisTitle 404s vs. 301s 404 (axis-2 301 TREND THE RESPONSE CODES
    84. @tresnik TRACK ERRORS W/ MOZ
    85. @tresnik ASK THE GOOGLE INDEX Probably dupe content
    86. @tresnik HE’S JUST NOT THAT INTO YOU
    87. @tresnik OWN YOUR TOPIC DATA
    88. @tresnik OWN YOUR SERP DATA
    89. @tresnik OWN YOUR SITE DATA
    90. THANK YOU! TIM RESNIK  @TRESNIK  TIM@MOZ.COM

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