The document discusses challenges and strategies for conducting keyword research in an environment where a significant portion of organic keyword traffic data is not visible due to secure search. It emphasizes the importance of leveraging tools like Webmaster Tools and using content to guide keyword research while encouraging the segmentation of keywords for better data clarity. Key takeaways include focusing on targeted keywords and implementing best practices for more accurate data sampling and analysis.

1. Keyword Research in
a (not provided)
World

2. (not provided) = Not a Big Deal!
…when you consider all the data we CAN see
that is impossible to get offline.
#seocom #smx

3. Remarkable referrer data
• Cross-domain referrer data = websites talking
to each other
• Websites talking to each other = keyword
data, ranking data, and more!
Keyword Rank
#seocom #smx

4. Remarkable referrer data
• Sample search referrer string for “seo”
Keyword Rank
#seocom #smx

9. Then came secure search
• This: Keyword Rank
• Changed to this: Keyword Rank
#seocom #smx

10. (not provided)
Keyword 1
Keyword 2
• It will get worse! Keyword 3
Keyword 4
– Firefox using SSL by default Keyword 5
Keyword 6
– 25% of web users! Keyword 7
Keyword 8
Keyword 9
Keyword 10
Keyword 11
Keyword 12
Keyword 13
Keyword 14
Keyword 15
Keyword 16
Keyword 17
…
#seocom #smx

11. (not provided)
In March 2012, (not provided) accounted for
20%
of all referring keywords, across hundreds of
sites that we manage
#seocom #smx

12. (not provided)
Some websites saw up to
40%
of organic traffic hidden behind (not provided)
in March 2012
#seocom #smx

13. Enough about what we CAN’T see.
• WE CAN see:
– Webmaster tools
– Between 60-80% of
keywords
– Adwords data hasn’t skipped
a beat (and why not,
right?...)
#seocom #smx

14. Webmaster Tools (WMT)

15. Webmaster Tools (WMT)
• Pros
– (not provided) doesn’t apply
– Shows trending reports
– Shows impressions
– Shows ranking (avg. position)
• Cons
– Only gives us 35 days of data
– Rounds numbers to arbitrary levels
#seocom #smx

16. Record and analyze WMT data
• Download the Search Query Report monthly
to see quarterly, yearly trends
– Recommended script (Python):
http://code.google.com/p/webmaster-tools-downloads/
– Simplified tutorial for beginner-intermediate PC users:
http://goo.gl/dmd4K
#seocom #smx

17. Let content guide your KW research
• Use the WMT Content Keywords report, cross-
reference with the Search Queries report
Search Queries Report Content Keywords Report
#seocom #smx

18. Let content guide your KW research
• And can I get a URL to go with those
keywords?
#seocom #smx

19. Tackling (not provided)

20. Tackling (not provided)
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Keyword 10
Keyword 11
Keyword 12
Keyword 13
Keyword 14
Keyword 15
Keyword 16
Keyword 17
…
#seocom #smx

21. #seocom #smx

22. “The larger a sample is, the more likely it is to be
representative. ”
- Mark Chu-Carroll , PhD, Google Engineer Source
#seocom #smx

24. Calculating (not provided) data
1. Take keyword list
2. Filter by Google-organic only
3. Measure percentage of total known visits
represented by each keyword
4. Multiply that percentage with (not provided),
add to total
#seocom #smx

25. (not provided) sampling equation
To extrapolate total visitors for a given keyword:
Total KW Visitors = ((rv/trv)*npv)+rv
rv = Reported Visits (for current keyword)
trv = Total Reported Visits (sum of all known keywords, don’t include (not provided)
here)
npv = (Not Provided) Visits
•Apply to Revenue, Goal Completion, and other
metrics
#seocom #smx

26. Calculating (not provided)
• Google Spreadsheet: http://goo.gl/2uq5H
#seocom #smx

27. (not provided) tip: segment keywords!
• There is safety in
numbers
– Group similar keywords
together for aggregate
data (branded, non-
branded, by topic)
#seocom #smx

28. Segmenting keywords
• Example: Non-Branded Keywords
– Could be a specific product line, topic, etc.
#seocom #smx

29. Keyword research in reverse
#seocom #smx

30. Sample Landing Page Report
#seocom #smx

31. Key takeaways
• Be targeted in choosing keywords – when
possible, base selections on revenue, goals,
phone calls, rank/position strength, etc.
• Keyword segments = higher clarity
• Let content guide you to low-hanging fruit
• Educate clients or direct-reports on lack of
complete keyword clarity, need for data
sampling for more accurate data

32. Key Takeaways Moving Forward
• Implement new best practices for measuring
(not provided) data for higher accuracy in
reporting and analyzing keyword sets
• Create new best practices
#seocom #smx

33. Thank you!
• Twitter: twitter.com/claye
• Google+: http://goo.gl/cEhGC
• LinkedIn: linkedin.com/in/claye
Special thanks to @PrestonVanDyke and @JosephBergevin for their brilliance and
collaboration.
#seocom #smx