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[ Not Provided ] - You Shouldn't Take It So Hard

October 2011 was a month to remember for search engines marketers. Google announced that they will start to encrypt organic keywords data to protect users privacy.

At the beginning they promise it will be only for about 10% of the organic traffic and for logged in users only (logged into one of their Google products accounts).

Unfortunately for us marketers, over time we kept seeing that the [not provided] percentages goes up rapidly in our analytics reports.

Two years later, on November 2013, Google switched all their organic keywords data to be 100% encrypted. Soon after, in January 2014 Yahoo also started to encrypt their organic keywords data and Bing is testing this policy as well.

We will soon live in a world of 100% not provided keywords data. Sounds scary? Well... it doesn't have to be. Let me explain why -

Back in the old days, SEO was all about trying to rank for as many keywords as possible. Marketers used to try and rank for every single keywords they could find by building a page dedicated for a particular keyword. We were building hundreds and thousands of pages, trying to rank for keywords, even similar keywords, while delivering poor content.Yes my friends, this is the honest truth (at least for many of us).

Well... this strategy doesn't work no more.

Building poor content, stuffing pages with a particular keyword and trying to build links to those pages are exactly the food Google's Panda & Penguin "loves" to find. This strategy will get your site punished by the mighty Google rather sooner than later.

I think that in many ways, Google going to 100% not provided is just the last nail in coffin for the keywords approach.

Google is pushing us to stop focusing on keywords and start focusing on more important stuff as amazing content creation, adding value to our users, branding, building our authority, thinking of our users and paying more attention to usability.

The good news are, that over time it will make our sites and the entire web better. But in order to do it, we need to switch from the keywords approach into the new inbound marketing approach.

My presentation provides a general framework how to approach keywords in 2014, and how to build your SEO strategy accordingly.





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[ Not Provided ] - You Shouldn't Take It So Hard

  1. 1. [NOT PROVIDED] You Shouldn’t Take it So Hard Eitan Helman SMX Jerusalem, 2014
  2. 2. WHY ???
  3. 3. IT IS
  4. 4. Maybe We Need to…
  5. 5. I’ll Explain
  6. 6. Was All About
  7. 7. We Were Building
  8. 8. KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX KEYWORD XXX
  9. 9. But
  10. 10. We Were Building
  11. 11. Doorway
  12. 12. Poor Content
  13. 13. This
  14. 14. The Keywords Approach
  15. 15. Here is My
  16. 16. #1 KWs Research Market Research
  17. 17. #2 Map Your Market KWs Market Topics / Content
  18. 18. #3 Consolidate KWs by Groups / Themes Family AAA •KW A1 •KW A2 •KW A3 •KW A4 Family EEE •KW E1 •KW E2 •KW E3 •KW E4 Family BBB •KW B1 •KW B2 •KW B3 •KW B4 Family FFF •KW F1 •KW F2 •KW F3 •KW F4 Family CCC Family DDD •KW C1 •KW C2 •KW C3 •KW C4 •KW D1 •KW D2 •KW D3 •KW D4 Family GGG Family HHH •KW G1 •KW G2 •KW G3 •KW G4 •KW H1 •KW H2 •KW H3 •KW H4
  19. 19. #4 Recognize the Groups with the Highest Potential Sum Number of Monthly Searches + Implicit User Intent Family AAA •KW A1 •KW A2 •KW A3 •KW A4 Family BBB •KW B1 •KW B2 •KW B3 •KW B4 Family CCC Family DDD •KW C1 •KW C2 •KW C3 •KW C4 •KW D1 •KW D2 •KW D3 •KW D4 Family GGG Family HHH + Probability to Convert = Highest Potential Family EEE •KW E1 •KW E2 •KW E3 •KW E4 Family FFF •KW F1 •KW F2 •KW F3 •KW F4 •KW G1 •KW G2 •KW G3 •KW G4 •KW H1 •KW H2 •KW H3 •KW H4
  20. 20. We Want the Market Main Groups / Themes Not The Main Keywords
  21. 21. Working on the Main Groups / Themes
  22. 22. #5 Strategize & Plan the Content for the Main Groups Family AAA Content AAA •KW A1 •KW A2 •KW A3 •KW A4 Family EEE •KW E1 •KW E2 •KW E3 •KW E4 Family BBB •KW B1 •KW B2 •KW B3 •KW B4 Family FFF Content FFF •KW F1 •KW F2 •KW F3 •KW F4 Family CCC Family DDD •KW C1 Content •KW C2 CCC •KW C3 •KW D1 Content •KW D2 DDD •KW D3 •KW C4 •KW D4 Family GGG Family HHH •KW G1 •KW G2 •KW G3 •KW G4 •KW H1 Content •KW H2 HHH •KW H3 •KW H4
  23. 23. #5 Strategize & Plan the Content for the Main Groups Think of What Users Want Create Amazing Content Give Added Value
  24. 24. #6 Create & Structure Your On Site Content for the Main Groups Home Page Content Content AAA CCC Content CCC Content DDD Article Article Article Article A1 C1 D1 D3 Article Article Article A2 C2 D1.1 Article Article A3 C3 Content FFF Content DDD
  25. 25. #7 Distribute Your Main Groups On Site Content Earn Links, Drive Traffic, Build Authority & Branding Content CCC Content FFF Content DDD
  26. 26. #8 Work on Your Main Groups Press Releases Earn Links, Drive Traffic, Build Authority & Branding Content CCC Content FFF Content DDD
  27. 27. #9 Try to Contribute / Create Relevant Content on 3rd Party Sites Earn Links, Drive Traffic, Build Authority & Branding Content CCC Content FFF Content DDD
  28. 28. #10 Monitor Rankings, KPIs & Users Behavior to Fine Tune Content Content CCC Content FFF Content DDD
  29. 29. Working on the Small Groups / Individual KWs
  30. 30. #11 Create Great Content in Your Blog / Social Channels to Target Small Groups / Individual KWs Content CCC Content DDD
  31. 31. So
  32. 32. Eitan Helman eitan.helman@gmail.com Eitan Helman + 972 - 54 - 7188817 Eitan Helman (eitan.helman@gmail.com)

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  • omergar

    Feb. 4, 2014

October 2011 was a month to remember for search engines marketers. Google announced that they will start to encrypt organic keywords data to protect users privacy. At the beginning they promise it will be only for about 10% of the organic traffic and for logged in users only (logged into one of their Google products accounts). Unfortunately for us marketers, over time we kept seeing that the [not provided] percentages goes up rapidly in our analytics reports. Two years later, on November 2013, Google switched all their organic keywords data to be 100% encrypted. Soon after, in January 2014 Yahoo also started to encrypt their organic keywords data and Bing is testing this policy as well. We will soon live in a world of 100% not provided keywords data. Sounds scary? Well... it doesn't have to be. Let me explain why - Back in the old days, SEO was all about trying to rank for as many keywords as possible. Marketers used to try and rank for every single keywords they could find by building a page dedicated for a particular keyword. We were building hundreds and thousands of pages, trying to rank for keywords, even similar keywords, while delivering poor content.Yes my friends, this is the honest truth (at least for many of us). Well... this strategy doesn't work no more. Building poor content, stuffing pages with a particular keyword and trying to build links to those pages are exactly the food Google's Panda & Penguin "loves" to find. This strategy will get your site punished by the mighty Google rather sooner than later. I think that in many ways, Google going to 100% not provided is just the last nail in coffin for the keywords approach. Google is pushing us to stop focusing on keywords and start focusing on more important stuff as amazing content creation, adding value to our users, branding, building our authority, thinking of our users and paying more attention to usability. The good news are, that over time it will make our sites and the entire web better. But in order to do it, we need to switch from the keywords approach into the new inbound marketing approach. My presentation provides a general framework how to approach keywords in 2014, and how to build your SEO strategy accordingly.

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