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WHY I DON’T CARE
ABOUT (NOT PROVIDED)
There’s way too much data out there for us to be crying over it.

@iPullRank
DOWNLOAD THIS DECK

http://iacq.co/dgaf-not-provided
@iPullRank
What’s this not provided thing all about?

HISTORY OF KEYWORD DATA

@iPullRank
Keyword referrers

Iacquire.com

When a user searches the keyword is passed from Google in a the referral string in the q= variable to the website and
the site’s analytics strips this query and tracks it.

@ipullrank
In October 2011 Google Announced a move to secure Search

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Using the Secure (HTTPS) protocol no referrer is passed. Head of WebSpam Matt Cutts said that there would only be a
single digit percentage of searches that would be affected.

@ipullrank
Google says it’s due to
privacy. Really it’s to
protect their monopoly.
They are really obscuring keyword referrers to make Adwords more valuable from
both an explicit intent standpoint and to make it so no other service provider can
provide their Search Remarketing product. Seriously, if it’s an invasion of privacy
for Organic than it’s an invasion of privacy in Paid as well.

@iPullRank
3/2012 FIREFOX
WENT SECURE
SEARCH
The view of the Earth from the Moon fascinated me—a small disk,
240,000 miles away. It was hard to think that that little thing held
so many problems, so many frustrations. Raging nationalistic
interests, famines, wars, pestilence don't show from that distance.

@iPullRank
Googlers were incentivized to encourage more logins into Google+

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

It’s part of people’s job description to keep users logged in to Google. http://searchengineland.com/google-is-hiringsomeone-to-find-ways-to-make-you-want-to-search-while-signed-in-144523

@ipullrank
1/2013 CHROME
WENT SECURE
SEARCH
The view of the Earth from the Moon fascinated me—a small disk,
240,000 miles away. It was hard to think that that little thing held
so many problems, so many frustrations. Raging nationalistic
interests, famines, wars, pestilence don't show from that distance.

@iPullRank
September 2013 Google moved to secure Search for all users

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Citing “privacy” in the wake of the NSA scandal Google announced a move to Secure Search for all users whether they
are logged in or not. Meanwhile Adwords advertisers still get keyword referrer data. http://iacq.co/19I0u15

@ipullrank
THIS IS MY REACTION.
@iPullRank
WHAT ABOUT BRANDED VS.
UNBRANDED?
iacquire.com

@iPullRank
@iPullRank
WHAT ABOUT IDENTIFYING
LONG TAIL SEARCHES?
iacquire.com

@iPullRank
@iPullRank
WHAT ABOUT DYNAMIC
TARGETING BASED ON
KEYWORDS?
iacquire.com

@iPullRank
@iPullRank
NONE OF THAT CHANGES MY
ABILITY TO KNOW
WHETHER SEARCH MADE US
MONEY AND WHY
iacquire.com

@iPullRank
Roll with it.

WHY I DON’T CARE

@iPullRank
KEYWORDS
WERE ALWAYS
JUST A PROXY
Granted they were an awesome proxy, but you could still be the wrong piece of content for that user.
Consider the keyword “subway,” the search means something completely different to a 25 year old in new
york city than it does to 40 year old in topeka, kansas. Just knowing the keyword you searched for does
not necessarily tell me what you want. Knowing who you are helps a lot more.

@iPullRank
…And we have looked to understand the people behind the search

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

We leverage market segmentation from Experian and Nielsen in context with Social PPC APIs to build robust personas
with user stories, demographics, psychographics and engagement insights to drive our SEO programs.

@ipullrank
Our keyword research methods are persona based

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Rather than just putting together a list of keywords and search volumes we run surveys to understand where users are at
in the Consumer Decision Journey with their search. http://iacq.co/16a34zJ

@ipullrank
our content strategy is kpi-driven

Iacquire.com

Certain content types work better for meeting certain business objectives. We’re already creating the right things to meet
what makes sense in the given stage of the consumer decision journey.

@ipullrank
Our Messaging resonates with the audience and need state
Awareness Version

Loyalty Version
Consideration Version

Iacquire.com

Our content strategy includes messaging that is focused on the needs of the people and messaging is optimized for the
given need state to encourage conversion.

@ipullrank
We’ve already developed methods for measuring people

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

I developed a methodology called Keyword-Level Demographics that leveraged keyword referrers in context of
demographic and psychographic data from Facebook to measure and validate personas http://iacq.co/11EED4u

@ipullrank
Leverage user profiles for measuring segments

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

When sites have user profiles we can leverage them in context with analytics to understand which segments are
performing best and why.

@ipullrank
I wrote about this on moz

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

I wrote an in-depth post about the insights that can be gained from user profiles and how they can be leveraged for
cohort analysis at Moz. http://iacq.co/1fLvCUj

@ipullrank
We can already get plenty of data on the user

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

If you can get an email address or social login you can build a complete profile of a user using FullContact or RapLeaf.
Knowing what type of user goes you’re dealing with allows you to have the right messaging

@ipullrank
We can already do awesome stuff.

Predictive Modeling
Dynamic Targeting
Keyword Arbitrage
Iacquire.com

We can already do a lot of great things with all this data about our users even though Google is killing the ability to do
keyword arbitrage through Organic Search.

@ipullrank
IN OTHER WORDS… WE’RE
ALREADY DOING MARKETING.
And that’s what google is forcing everyone to do now.

iacquire.com

@iPullRank
New Data means new ways to measure users

GOOGLE GIVETH MORE THAN IT
TAKETH AWAY
@iPullRank
Cohorts in Google Analytics

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Recently Google gave marketers the ability to set up cohorts in Google Analytics and therefore let us measure types of
people far more specifically. http://iacq.co/GR0S4u

@ipullrank
Affinity segments

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Google also jumped on the segmentation train a few months back offering what they are calling “affinity segments” where
they have identified 80 different personas for targeting in Display channels. http://iacq.co/1aoVg9k

@ipullrank
Demographic data and affinity segments in google analytics!!!

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

This is brand new and is slowly rolling out to all sites. Google Analytics now has the ability to track demographic data
(Age, Gender, etc) and Affinity Segment type. http://online-behavior.com/analytics/demographics

@ipullrank
Cohorts based on demographics & affinity segment

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Now you can track and analyze personas directly in Google Analytics WITHOUT any other data sources.

@ipullrank
It’s time to move from explicit
intent to implicit intent
You still know the page the user has landed on, you now know what type of user it
is, you know which keywords rank for your landing page so now the real question
is does my message fulfill a need and resonate with my target? Understand what
makes your audience tick and determine the best way to convince them your
product or service is right for them. Conversion is still the best measure of that.

@iPullRank
The view of the earth from the moon!

WHAT YOU SHOULD DO RIGHT NOW

@iPullRank
Understand and segment your audience

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Build personas and use the affinity segments as your base and then set up filters and segments in GA so you can track
accordingly. Demographic options are still rolling out, enable them once you get it.

@ipullrank
Measure Organic search as a channel

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Organic Search is one channel of many. You should be reporting it as such, but in context of audience and conversion.
Optimizations should be made based on landing page performance.

@ipullrank
Track your rankings and search volumes

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

STAT is my favorite rankings tool due to accuracy, search volume data and ability to tag keywords with the segmentation
we’ve developed in our keyword portfolio. http://www.getstat.com

@ipullrank
Track internal search

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

On site search becomes your hyper-relevant source for long tail keywords in context with your audience where you can
determine what opportunities your missing out on.

@ipullrank
Leverage google webmaster tools data

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

While its precision is questionable Google Webmaster Tools’ search queries section is a good way to get a sense of what
keywords are landing where if you still want to leverage explicit intent for optimization.

@ipullrank
Understand your landing page conversion rates from Organic Search

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

Look at the conversion rates of your landing pages for traffic coming from Organic Search (Non-paid Search segment
and google filter) in context of your cohorts. This tells you where to A/B test your messaging.

@ipullrank
Optimize against implicit intent and cohorts

As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.

Iacquire.com

There’s a tool called Nudgespot which allows you to easily setup dynamic targeting for different segments. A/B test to
improve conversion from Organic Search http://www.nudgespot.com

@ipullrank
THIS DECK JUST
NEEDED ANOTHER
LOUIS CK PICTURE.
iacquire.com

@iPullRank
wwww.iacquire.com

Thank you / Q&A
Michael King
Director of Inbound Marketing
@iPullRank

Download this deck
http://iacq.co/dgaf-not-provided

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Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 

Why I Don't Care About (Not Provided)

  • 1. WHY I DON’T CARE ABOUT (NOT PROVIDED) There’s way too much data out there for us to be crying over it. @iPullRank
  • 3. What’s this not provided thing all about? HISTORY OF KEYWORD DATA @iPullRank
  • 4. Keyword referrers Iacquire.com When a user searches the keyword is passed from Google in a the referral string in the q= variable to the website and the site’s analytics strips this query and tracks it. @ipullrank
  • 5. In October 2011 Google Announced a move to secure Search As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Using the Secure (HTTPS) protocol no referrer is passed. Head of WebSpam Matt Cutts said that there would only be a single digit percentage of searches that would be affected. @ipullrank
  • 6. Google says it’s due to privacy. Really it’s to protect their monopoly. They are really obscuring keyword referrers to make Adwords more valuable from both an explicit intent standpoint and to make it so no other service provider can provide their Search Remarketing product. Seriously, if it’s an invasion of privacy for Organic than it’s an invasion of privacy in Paid as well. @iPullRank
  • 7. 3/2012 FIREFOX WENT SECURE SEARCH The view of the Earth from the Moon fascinated me—a small disk, 240,000 miles away. It was hard to think that that little thing held so many problems, so many frustrations. Raging nationalistic interests, famines, wars, pestilence don't show from that distance. @iPullRank
  • 8. Googlers were incentivized to encourage more logins into Google+ As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com It’s part of people’s job description to keep users logged in to Google. http://searchengineland.com/google-is-hiringsomeone-to-find-ways-to-make-you-want-to-search-while-signed-in-144523 @ipullrank
  • 9. 1/2013 CHROME WENT SECURE SEARCH The view of the Earth from the Moon fascinated me—a small disk, 240,000 miles away. It was hard to think that that little thing held so many problems, so many frustrations. Raging nationalistic interests, famines, wars, pestilence don't show from that distance. @iPullRank
  • 10. September 2013 Google moved to secure Search for all users As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Citing “privacy” in the wake of the NSA scandal Google announced a move to Secure Search for all users whether they are logged in or not. Meanwhile Adwords advertisers still get keyword referrer data. http://iacq.co/19I0u15 @ipullrank
  • 11. THIS IS MY REACTION. @iPullRank
  • 12. WHAT ABOUT BRANDED VS. UNBRANDED? iacquire.com @iPullRank
  • 14. WHAT ABOUT IDENTIFYING LONG TAIL SEARCHES? iacquire.com @iPullRank
  • 16. WHAT ABOUT DYNAMIC TARGETING BASED ON KEYWORDS? iacquire.com @iPullRank
  • 18. NONE OF THAT CHANGES MY ABILITY TO KNOW WHETHER SEARCH MADE US MONEY AND WHY iacquire.com @iPullRank
  • 19. Roll with it. WHY I DON’T CARE @iPullRank
  • 20. KEYWORDS WERE ALWAYS JUST A PROXY Granted they were an awesome proxy, but you could still be the wrong piece of content for that user. Consider the keyword “subway,” the search means something completely different to a 25 year old in new york city than it does to 40 year old in topeka, kansas. Just knowing the keyword you searched for does not necessarily tell me what you want. Knowing who you are helps a lot more. @iPullRank
  • 21. …And we have looked to understand the people behind the search As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com We leverage market segmentation from Experian and Nielsen in context with Social PPC APIs to build robust personas with user stories, demographics, psychographics and engagement insights to drive our SEO programs. @ipullrank
  • 22. Our keyword research methods are persona based As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Rather than just putting together a list of keywords and search volumes we run surveys to understand where users are at in the Consumer Decision Journey with their search. http://iacq.co/16a34zJ @ipullrank
  • 23. our content strategy is kpi-driven Iacquire.com Certain content types work better for meeting certain business objectives. We’re already creating the right things to meet what makes sense in the given stage of the consumer decision journey. @ipullrank
  • 24. Our Messaging resonates with the audience and need state Awareness Version Loyalty Version Consideration Version Iacquire.com Our content strategy includes messaging that is focused on the needs of the people and messaging is optimized for the given need state to encourage conversion. @ipullrank
  • 25. We’ve already developed methods for measuring people As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com I developed a methodology called Keyword-Level Demographics that leveraged keyword referrers in context of demographic and psychographic data from Facebook to measure and validate personas http://iacq.co/11EED4u @ipullrank
  • 26. Leverage user profiles for measuring segments As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com When sites have user profiles we can leverage them in context with analytics to understand which segments are performing best and why. @ipullrank
  • 27. I wrote about this on moz As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com I wrote an in-depth post about the insights that can be gained from user profiles and how they can be leveraged for cohort analysis at Moz. http://iacq.co/1fLvCUj @ipullrank
  • 28. We can already get plenty of data on the user As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com If you can get an email address or social login you can build a complete profile of a user using FullContact or RapLeaf. Knowing what type of user goes you’re dealing with allows you to have the right messaging @ipullrank
  • 29. We can already do awesome stuff. Predictive Modeling Dynamic Targeting Keyword Arbitrage Iacquire.com We can already do a lot of great things with all this data about our users even though Google is killing the ability to do keyword arbitrage through Organic Search. @ipullrank
  • 30. IN OTHER WORDS… WE’RE ALREADY DOING MARKETING. And that’s what google is forcing everyone to do now. iacquire.com @iPullRank
  • 31. New Data means new ways to measure users GOOGLE GIVETH MORE THAN IT TAKETH AWAY @iPullRank
  • 32. Cohorts in Google Analytics As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Recently Google gave marketers the ability to set up cohorts in Google Analytics and therefore let us measure types of people far more specifically. http://iacq.co/GR0S4u @ipullrank
  • 33. Affinity segments As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Google also jumped on the segmentation train a few months back offering what they are calling “affinity segments” where they have identified 80 different personas for targeting in Display channels. http://iacq.co/1aoVg9k @ipullrank
  • 34. Demographic data and affinity segments in google analytics!!! As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com This is brand new and is slowly rolling out to all sites. Google Analytics now has the ability to track demographic data (Age, Gender, etc) and Affinity Segment type. http://online-behavior.com/analytics/demographics @ipullrank
  • 35. Cohorts based on demographics & affinity segment As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Now you can track and analyze personas directly in Google Analytics WITHOUT any other data sources. @ipullrank
  • 36. It’s time to move from explicit intent to implicit intent You still know the page the user has landed on, you now know what type of user it is, you know which keywords rank for your landing page so now the real question is does my message fulfill a need and resonate with my target? Understand what makes your audience tick and determine the best way to convince them your product or service is right for them. Conversion is still the best measure of that. @iPullRank
  • 37. The view of the earth from the moon! WHAT YOU SHOULD DO RIGHT NOW @iPullRank
  • 38. Understand and segment your audience As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Build personas and use the affinity segments as your base and then set up filters and segments in GA so you can track accordingly. Demographic options are still rolling out, enable them once you get it. @ipullrank
  • 39. Measure Organic search as a channel As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Organic Search is one channel of many. You should be reporting it as such, but in context of audience and conversion. Optimizations should be made based on landing page performance. @ipullrank
  • 40. Track your rankings and search volumes As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com STAT is my favorite rankings tool due to accuracy, search volume data and ability to tag keywords with the segmentation we’ve developed in our keyword portfolio. http://www.getstat.com @ipullrank
  • 41. Track internal search As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com On site search becomes your hyper-relevant source for long tail keywords in context with your audience where you can determine what opportunities your missing out on. @ipullrank
  • 42. Leverage google webmaster tools data As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com While its precision is questionable Google Webmaster Tools’ search queries section is a good way to get a sense of what keywords are landing where if you still want to leverage explicit intent for optimization. @ipullrank
  • 43. Understand your landing page conversion rates from Organic Search As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com Look at the conversion rates of your landing pages for traffic coming from Organic Search (Non-paid Search segment and google filter) in context of your cohorts. This tells you where to A/B test your messaging. @ipullrank
  • 44. Optimize against implicit intent and cohorts As with many features and products Google has rolled out over the years adoption is the main barrier to usage. Iacquire.com There’s a tool called Nudgespot which allows you to easily setup dynamic targeting for different segments. A/B test to improve conversion from Organic Search http://www.nudgespot.com @ipullrank
  • 45. THIS DECK JUST NEEDED ANOTHER LOUIS CK PICTURE. iacquire.com @iPullRank
  • 46. wwww.iacquire.com Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank Download this deck http://iacq.co/dgaf-not-provided