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Reclaiming your google referral data mozinar by tim resnik (share)

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Reclaiming your google referral data mozinar by tim resnik (share)

  1. 1. Reclaiming YOUR Search Databy Tim Resnik, SEOmoz, @tresnikTweet with Mozinar attendees: #mozinarTechnical problems or feedback:Please email team@seomoz.org
  2. 2. Tim Resnik
  3. 3. You have a lot of data and some of it is hiding
  4. 4. It starts with Nicolaus Copernicus
  5. 5. In his day, the 16th century, geocentric theory was accepted as themost logical way to describe universe, and it all revolved around us
  6. 6. He took his theory, heliocentricity, to the grave, and scientificprogress briefly suffered
  7. 7. Copernicus – Heliocentricity1500s TodayAstronomicalKnowledgeBuilding Blocks of Knowledge
  8. 8. Copernicus1500s TodayGalileo – observed the moons of JupiterAstronomicalKnowledgeBuilding Blocks of Knowledge
  9. 9. Copernicus1500s TodayGalileoNewton – theory of gravityAstronomicalKnowledgeBuilding Blocks of Knowledge
  10. 10. Copernicus1500s TodayGalileoNewtonEinstein – theory of relativityAstronomicalKnowledgeBuilding Blocks of Knowledge
  11. 11. Copernicus1500s TodayGalileoNewtonEinsteinHubble - expansionAstronomicalKnowledgeBuilding Blocks of Knowledge
  12. 12. ObserveScientific Methodology
  13. 13. Observe HypothesizeScientific Methodology
  14. 14. Observe HypothesizeTest andconfirmScientific Methodology
  15. 15. Observe HypothesizeTest andconfirmOptimizeScientific Methodology
  16. 16. WE SIFT THROUGH PILES OF DATAhttp://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
  17. 17. 2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral Data Secure Search
  18. 18. Google Search API2000 TodaySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataDeprecated
  19. 19. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataAccess limited
  20. 20. Google Search API2000 TodayGoogle Keyword Volume Tools and APISearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataHalf the story…
  21. 21. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunitySearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataLearn from each other
  22. 22. Google Search API2000 TodayGoogle Keyword Volume Tools and APICommunity3rd Party ToolsSearchKnowledgeData Opaqueness Erodes KnowledgeGoogle Referral DataScraping, extrapolating, illuminating
  23. 23. :(not provided)
  24. 24. :(not provided)
  25. 25. Search Referral Traffic to SEOmoz
  26. 26. TipTip #1: Sizing the Markethttp://www.coldplay.com/newsdetail.php?id=10
  27. 27. DO NOT rely on a singlesource for your data
  28. 28. Get a net!
  29. 29. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
  30. 30. Triangulationhttp://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
  31. 31. Keyword Market TriangulateTopsy AdwordsFresh Web Explorer
  32. 32. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerTwitterGoogle Searchhttp://freshwebexplorer.seomoz.org
  33. 33. Keyword Market TriangulateTopsy AdwordsFresh Web ExplorerSweet spot?It moves!
  34. 34. http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
  35. 35. Keyword Market TriangulateSocial
  36. 36. Keyword Market TriangulateSocial
  37. 37. Keyword Market TriangulateAdwords
  38. 38. Keyword Market TriangulateFresh WebExplorer
  39. 39. Keyword Market TriangulationSocial5,139Adwords12,100Fresh WebExplorer4,608“Fire Trucks”:Last 30 days = VelocityRolling 12 month average =The Past
  40. 40. Craig O’Neil, Flikr
  41. 41. Keyword Market TriangulationSocial32,000Adwords2,400Fresh WebExplorer9,835Last 30 days = VelocityRolling 12 month average =The Past“Players Championship”:
  42. 42. Keyword Market Triangulation
  43. 43. DO NOT rely on a singlesource for your data
  44. 44. Tip #2: Mapping Universal Search
  45. 45. http://faenasphere.comHours after Einsteins death on April 18th 1955, an autopsy was conducted by Dr. ThomasStoltz Harvey. This was not your ordinary autopsy as it involved the heisting of the mostfamous brain in history
  46. 46. Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of thescientific study into his own hands by deciding which scientist (many of them his friends)should receive which pieces of brain
  47. 47. http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.htmlHE KEPT A FEW CHUNKS FORHIMSELF
  48. 48. We have a Problemohttp://www.seomanontroppo.com/google-news-analytics-stuff/Hey Tim, checkthis out! I hopeyou speakSpanish.As search marketers we like to share thelove, such as this guy who first wrote about VED
  49. 49. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
  50. 50. Google Referral String
  51. 51. Google Referral String
  52. 52. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWUMore specificallyhere!
  53. 53. VED Anatomyv ed =0CDIQFjAA
  54. 54. VED Anatomyv ed =0CDI QFj AA
  55. 55. VED Anatomyv ed =0CDI QFj AASearchVertical
  56. 56. VED Anatomyv ed =0CDI QFj AAAbsoluteandRelativePosition
  57. 57. VED Anatomyv ed =0CDI QFj AA?
  58. 58. Some (tested) TheoriesOrganic Search= QFj
  59. 59. Some (tested) TheoriesNews OneBox = QqQIw
  60. 60. Some (tested) TheoriesNews OneBox Image= QpwI
  61. 61. Some (tested) TheoriesImage OneBox= Q9QEw
  62. 62. Some (tested) TheoriesVideo OneBox = Qtwlw
  63. 63. Some (tested) TheoriesVideo OneBox Image= QuA I w
  64. 64. Some (tested) TheoriesOrganic, Sitelink = QjBPosition of Sitelink = 3
  65. 65. Some (tested) TheoriesKnowledge Graph Img (1)= BEPwdKnowledge Graph Img (x)= BEP4d
  66. 66. VED SummaryVertical (Universal Search) CodeQ F j Organic SearchQ q Q I w News OneBox (link)Q p w I News OneBox (image)Q 9 Q E w Image OneBoxQ t w l w Video OneBox (link)Q u A I w Video OneBox (image)Q j B Organic Search - SitelinkB E P w d Knowledge Graph image (leading)B E P 4 d Knowledge Graph image (non-leading)
  67. 67. Appears in Google SERP99%1%Contains Google Referral String Does Not
  68. 68. Appears Google Analytics50%50%Contains Google Referral String Does Not
  69. 69. Google Referral Stringhttps://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWUVED is still present even with Secure Search queries…How awesome is that?
  70. 70. Put it to use in Google AnalyticsSTEP 1: SETUP A PROFILEFILTER
  71. 71. Profile Setup – New Account Profile
  72. 72. Profile Setup – 2 New FiltersYou’ll need 2 profilefilters to make thiswork
  73. 73. Profile Setup – Universal ExtractRegex to capture VEDin referral string
  74. 74. Profile Setup – Universal ExtractRegex to capture CD inreferral string
  75. 75. Profile Setup – Universal ExtractWe’ll use this in thenext filter: “VED – CD”
  76. 76. Profile Setup – Universal Display
  77. 77. Profile Setup – Universal DisplayCalls the custom fieldwe just created: “VED– CD”
  78. 78. Profile Setup – Universal DisplayExtracts the referringsearch engine
  79. 79. Profile Setup – Universal DisplayDisplays “(VED – CD)Source” under trafficsources > sources >search > organic/dimension = source
  80. 80. Profile Setup – Example
  81. 81. Put it to use in Google AnalyticsSTEP 2: SETUP ADVANCEDSEGMENTS
  82. 82. Advanced Segment Setup
  83. 83. Without Universal Information
  84. 84. Voilà! – With Universal Information
  85. 85. Put it to use in Google AnalyticsSTEP 3: GET IN THERE
  86. 86. Get in there: Example 1Great News coverage inUniversal search
  87. 87. Get in there: Example 1Not so great
  88. 88. Get in there: Example 2CD = absolute position.This will tell you whichSitelink position is beingclicked
  89. 89. Get in there: Example 2
  90. 90. 0 5000 10000 15000 20000 25000 30000123456VisitsPositionGet in there: Example 2UnderperformingSitelink? Do somethingabout it!
  91. 91. Get in there: Example 2If one of your Sitelinks is sucking, tell Google todemote it in Webmaster Tools.
  92. 92. Q&A Time!@tresnikwww.seomoz.orgtim@seomoz.orghttp://seomoz.org/webinars

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