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.
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%
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
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
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
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)
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.