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

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Reclaiming YOUR Search Data
by Tim Resnik, SEOmoz, @tresnik
Tweet with Mozinar attendees: #mozinar
Technical problems or f...

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Tim Resnik

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You have a lot of data and some of it is hiding

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

  1. 1. Reclaiming YOUR Search Data by Tim Resnik, SEOmoz, @tresnik Tweet with Mozinar attendees: #mozinar Technical 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 the most logical way to describe universe, and it all revolved around us
  6. 6. He took his theory, heliocentricity, to the grave, and scientific progress briefly suffered
  7. 7. Copernicus – Heliocentricity 1500s Today AstronomicalKnowledge Building Blocks of Knowledge
  8. 8. Copernicus 1500s Today Galileo – observed the moons of Jupiter AstronomicalKnowledge Building Blocks of Knowledge
  9. 9. Copernicus 1500s Today Galileo Newton – theory of gravity AstronomicalKnowledge Building Blocks of Knowledge
  10. 10. Copernicus 1500s Today Galileo Newton Einstein – theory of relativity AstronomicalKnowledge Building Blocks of Knowledge
  11. 11. Copernicus 1500s Today Galileo Newton Einstein Hubble - expansion AstronomicalKnowledge Building Blocks of Knowledge
  12. 12. Observe Scientific Methodology
  13. 13. Observe Hypothesize Scientific Methodology
  14. 14. Observe Hypothesize Test and confirm Scientific Methodology
  15. 15. Observe Hypothesize Test and confirm Optimize Scientific Methodology
  16. 16. WE SIFT THROUGH PILES OF DATA http://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
  17. 17. 2000 Today SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Secure Search
  18. 18. Google Search API 2000 Today SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Deprecated
  19. 19. Google Search API 2000 Today Google Keyword Volume Tools and API SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Access limited
  20. 20. Google Search API 2000 Today Google Keyword Volume Tools and API SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Half the story…
  21. 21. Google Search API 2000 Today Google Keyword Volume Tools and API Community SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Learn from each other
  22. 22. Google Search API 2000 Today Google Keyword Volume Tools and API Community 3rd Party Tools SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Scraping, extrapolating, illumina ting
  23. 23. :(not provided)
  24. 24. :(not provided)
  25. 25. Search Referral Traffic to SEOmoz
  26. 26. TipTip #1: Sizing the Market http://www.coldplay.com/newsdetail.php?id=10
  27. 27. DO NOT rely on a single source for your data
  28. 28. Get a net!
  29. 29. Triangulation http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
  30. 30. Triangulation http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
  31. 31. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer
  32. 32. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer Twitter Google Search http://freshwebexplorer.seomoz.org
  33. 33. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer Sweet spot? It moves!
  34. 34. http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
  35. 35. Keyword Market Triangulate Social
  36. 36. Keyword Market Triangulate Social
  37. 37. Keyword Market Triangulate Adwords
  38. 38. Keyword Market Triangulate Fresh Web Explorer
  39. 39. Keyword Market Triangulation Social 5,139 Adwords 12,100Fresh Web Explorer 4,608 “Fire Trucks”: Last 30 days = Velocity Rolling 12 month average = The Past
  40. 40. Craig O’Neil, Flikr
  41. 41. Keyword Market Triangulation Social 32,000 Adwords 2,400 Fresh Web Explorer 9,835 Last 30 days = Velocity Rolling 12 month average = The Past “Players Championship”:
  42. 42. Keyword Market Triangulation
  43. 43. DO NOT rely on a single source for your data
  44. 44. Tip #2: Mapping Universal Search
  45. 45. http://faenasphere.com Hours after Einstein's death on April 18th 1955, an autopsy was conducted by Dr. Thomas Stoltz Harvey. This was not your ordinary autopsy as it involved the heisting of the most famous brain in history
  46. 46. Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of the scientific 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.html HE KEPT A FEW CHUNKS FOR HIMSELF
  48. 48. We have a Problemo http://www.seomanontroppo.com/google-news-analytics-stuff/ Hey Tim, check this out! I hope you speak Spanish. As search marketers we like to share the love, such as this guy who first wrote about VED
  49. 49. Google Referral String https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve d=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHA CA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
  50. 50. Google Referral String
  51. 51. Google Referral String
  52. 52. Google Referral String https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve d=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHA CA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU More specifically here!
  53. 53. VED Anatomy v ed =0CDIQFjAA
  54. 54. VED Anatomy v ed =0CDI QFj AA
  55. 55. VED Anatomy v ed =0CDI QFj AA Search Vertical
  56. 56. VED Anatomy v ed =0CDI QFj AA Absolute and Relative Position
  57. 57. VED Anatomy v ed =0CDI QFj AA ?
  58. 58. Some (tested) Theories Organic Search= QFj
  59. 59. Some (tested) Theories News OneBox = QqQIw
  60. 60. Some (tested) Theories News OneBox Image= QpwI
  61. 61. Some (tested) Theories Image OneBox= Q9QEw
  62. 62. Some (tested) Theories Video OneBox = Qtwlw
  63. 63. Some (tested) Theories Video OneBox Image= QuA I w
  64. 64. Some (tested) Theories Organic, Sitelink = QjB Position of Sitelink = 3
  65. 65. Some (tested) Theories Knowledge Graph Img (1)= BEPwd Knowledge Graph Img (x)= BEP4d
  66. 66. VED Summary 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 B E P w d Knowledge Graph image (leading) B E P 4 d Knowledge Graph image (non-leading)
  67. 67. Appears in Google SERP 99% 1% Contains Google Referral String Does Not
  68. 68. Appears Google Analytics 50%50% Contains Google Referral String Does Not
  69. 69. Google Referral String https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve d=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHA CA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU VED is still present even with Secure Search queries… How awesome is that?
  70. 70. Put it to use in Google Analytics STEP 1: SETUP A PROFILE FILTER
  71. 71. Profile Setup – New Account Profile
  72. 72. Profile Setup – 2 New Filters You’ll need 2 profile filters to make this work
  73. 73. Profile Setup – Universal Extract Regex to capture VED in referral string
  74. 74. Profile Setup – Universal Extract Regex to capture CD in referral string
  75. 75. Profile Setup – Universal Extract We’ll use this in the next filter: “VED – CD”
  76. 76. Profile Setup – Universal Display
  77. 77. Profile Setup – Universal Display Calls the custom field we just created: “VED – CD”
  78. 78. Profile Setup – Universal Display Extracts the referring search engine
  79. 79. Profile Setup – Universal Display Displays “(VED – CD) Source” under traffic sources > sources > search > organic /dimension = source
  80. 80. Profile Setup – Example
  81. 81. Put it to use in Google Analytics STEP 2: SETUP ADVANCED SEGMENTS
  82. 82. Advanced Segment Setup
  83. 83. Without Universal Information
  84. 84. Voilà! – With Universal Information
  85. 85. Put it to use in Google Analytics STEP 3: GET IN THERE
  86. 86. Get in there: Example 1 Great News coverage in Universal search
  87. 87. Get in there: Example 1 Not so great
  88. 88. Get in there: Example 2 CD = absolute position. This will tell you which Sitelink position is being clicked
  89. 89. Get in there: Example 2
  90. 90. 0 5000 10000 15000 20000 25000 30000 1 2 3 4 5 6 Visits Position Get in there: Example 2 Underperforming Sitelink? Do something about it!
  91. 91. Get in there: Example 2 If one of your Sitelinks is sucking, tell Google to demote it in Webmaster Tools.
  92. 92. Q&A Time! @tresnik www.seomoz.org tim@seomoz.org http://seomoz.org/webinars

Editor's Notes

  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • All human discoveries are based on someone else’s discoveryThey only way we can better ourselves as marketers is through
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • So, maybe search marketing isn’t as important as figuring out the why and how of why we are here, but there are some parallels to the methodologies we use to target, budget, and acquire customers, readers or users. Much like science,search marketers build on prior knowledge and data from other sources. No decisions that we make are in a vacuum. We make observations about traffic we receiveWe hypothesize how to either get more traffic or convert the traffic we do haveWe implement some things is a series of test,Optimize the best oneAnd round and round we go
  • We do this by acquiring and analyzing a massive amount of data about what happens ON our site and what happens OUTSIDE of our siteAS THIS DATA PILES UP SOME INTERSTING TRENDS ARE EMERGING… we are in a period where we are simultaneously being overloaded with data while at the same time being restricted from what we can see.
  • Einstein’s brain:
  • As far as we can tell VED is divided into 3 parts
  • This discrepancy represents a really big optimization issue…let’s dig deeper

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