Reclaiming your google referral data mozinar by tim resnik (share)
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May. 16, 2013•0 likes•23,173 views
Reclaiming your google referral data mozinar by tim resnik (share)
May. 16, 2013•0 likes•23,173 views
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Reclaiming your google referral data mozinar by tim resnik (share)
- 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. Tim Resnik
- 3. You have a lot of data and some of it is hiding
- 4. It starts with Nicolaus Copernicus
- 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. He took his theory, heliocentricity, to the grave, and scientific progress briefly suffered
- 7. Copernicus – Heliocentricity 1500s Today AstronomicalKnowledge Building Blocks of Knowledge
- 8. Copernicus 1500s Today Galileo – observed the moons of Jupiter AstronomicalKnowledge Building Blocks of Knowledge
- 9. Copernicus 1500s Today Galileo Newton – theory of gravity AstronomicalKnowledge Building Blocks of Knowledge
- 10. Copernicus 1500s Today Galileo Newton Einstein – theory of relativity AstronomicalKnowledge Building Blocks of Knowledge
- 11. Copernicus 1500s Today Galileo Newton Einstein Hubble - expansion AstronomicalKnowledge Building Blocks of Knowledge
- 14. Observe Hypothesize Test and confirm Scientific Methodology
- 15. Observe Hypothesize Test and confirm Optimize Scientific Methodology
- 16. WE SIFT THROUGH PILES OF DATA http://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
- 17. 2000 Today SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Secure Search
- 18. Google Search API 2000 Today SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Deprecated
- 19. Google Search API 2000 Today Google Keyword Volume Tools and API SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Access limited
- 20. Google Search API 2000 Today Google Keyword Volume Tools and API SearchKnowledge Data Opaqueness Erodes Knowledge Google Referral Data Half the story…
- 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. 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. :(not provided)
- 24. :(not provided)
- 25. Search Referral Traffic to SEOmoz
- 26. TipTip #1: Sizing the Market http://www.coldplay.com/newsdetail.php?id=10
- 28. DO NOT rely on a single source for your data
- 29. Get a net!
- 32. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer
- 33. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer Twitter Google Search http://freshwebexplorer.seomoz.org
- 34. Keyword Market Triangulate Topsy Adwords Fresh Web Explorer Sweet spot? It moves!
- 39. Keyword Market Triangulate Fresh Web Explorer
- 40. 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
- 42. 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”:
- 44. DO NOT rely on a single source for your data
- 45. Tip #2: Mapping Universal Search
- 46. 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
- 47. 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
- 48. http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.html HE KEPT A FEW CHUNKS FOR HIMSELF
- 49. 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
- 54. VED Anatomy v ed =0CDIQFjAA
- 55. VED Anatomy v ed =0CDI QFj AA
- 56. VED Anatomy v ed =0CDI QFj AA Search Vertical
- 57. VED Anatomy v ed =0CDI QFj AA Absolute and Relative Position
- 58. VED Anatomy v ed =0CDI QFj AA ?
- 59. Some (tested) Theories Organic Search= QFj
- 60. Some (tested) Theories News OneBox = QqQIw
- 61. Some (tested) Theories News OneBox Image= QpwI
- 62. Some (tested) Theories Image OneBox= Q9QEw
- 63. Some (tested) Theories Video OneBox = Qtwlw
- 64. Some (tested) Theories Video OneBox Image= QuA I w
- 65. Some (tested) Theories Organic, Sitelink = QjB Position of Sitelink = 3
- 66. Some (tested) Theories Knowledge Graph Img (1)= BEPwd Knowledge Graph Img (x)= BEP4d
- 67. 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)
- 68. Appears in Google SERP 99% 1% Contains Google Referral String Does Not
- 69. Appears Google Analytics 50%50% Contains Google Referral String Does Not
- 70. 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?
- 71. Put it to use in Google Analytics STEP 1: SETUP A PROFILE FILTER
- 72. Profile Setup – New Account Profile
- 73. Profile Setup – 2 New Filters You’ll need 2 profile filters to make this work
- 74. Profile Setup – Universal Extract Regex to capture VED in referral string
- 75. Profile Setup – Universal Extract Regex to capture CD in referral string
- 76. Profile Setup – Universal Extract We’ll use this in the next filter: “VED – CD”
- 77. Profile Setup – Universal Display
- 78. Profile Setup – Universal Display Calls the custom field we just created: “VED – CD”
- 79. Profile Setup – Universal Display Extracts the referring search engine
- 80. Profile Setup – Universal Display Displays “(VED – CD) Source” under traffic sources > sources > search > organic /dimension = source
- 81. Profile Setup – Example
- 82. Put it to use in Google Analytics STEP 2: SETUP ADVANCED SEGMENTS
- 85. Voilà! – With Universal Information
- 86. Put it to use in Google Analytics STEP 3: GET IN THERE
- 87. Get in there: Example 1 Great News coverage in Universal search
- 88. Get in there: Example 1 Not so great
- 89. Get in there: Example 2 CD = absolute position. This will tell you which Sitelink position is being clicked
- 90. Get in there: Example 2
- 91. 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!
- 92. Get in there: Example 2 If one of your Sitelinks is sucking, tell Google to demote it in Webmaster Tools.
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