1. + Keyword
Discovery and
„Damn‟ How
Do I Measure
Success!
Barbara Coll, CEO
WebMama.com Inc.
@webmama
#eMetrics
Toronto 2013

2. +
Search Visibility
“SEO has evolved: from a narrow focus on
optimization, to a broad focus on search
visibility.” -- webmama, 2013

3. CEO
+
EGO

4. +
Factors Effecting Rankings
Warning: Your computer may show different search
results than my computer, or phone, or tablet, or …
 IP Address / Server Location  Domain of Origin
 Click History  Social Signals
 paid or organic  Who‟s in your circles?
 YouTube  What did you just tweet?
 Images
 Device
 Browsing History
 Logged in?  Browser

5. +
You Need to
be VISIBLE
Where Your
Audience is
SEARCHING

6. +
Sources Used – Recent Keyword
Project
 Readwriteweb.com
 Corporate Website
 Wikipedia
 Company employees
 Competitor Sites
 YouTube
 Corporate Site  Competitive Analysis Tools
 Related Video Descriptions  SEMRush.com
 Category tags
 Compete.com
 Internal Messaging Documents From  iSpionage.com
Product Marketing
 Opensiteexplorer.org
 Corporate Twitter Accounts
 Keyword Expansion Tools
 Site Scraping Tools
 Wordtracker
 Google Keyword Tool
 Google Keyword Tool
 Wordle.net
 Webconfs.comKeyword Density

7. +
The End Result

8. +
Case Study – Legacy Words
Contact Center • Call Center
Accounting
Software
• Quickbooks
Interconnection
Ecosystem
•Data Center

9. +
Keyword Research – Metrics
Required of Analytics Team
 Paid Search – From SEM Campaigns
 Keyword expansion (given basic set of words)
 Volume
 Conversion Data
 Organic Traffic – From Analytics Tool
 Current referring keywords
 Webmaster Tools Data (Google)
 Search Queries (impressions)
 Clicks
 Link anchor text
 Internal Search Keywords

10. +
Why You Attended My Session?

11. +
Dreaded “Not Provided”
Brand NOPE!
Useful

12. +
1 - Referring Keyword Information
Use what‟s available. Map to „Not Provided‟.

13. +
2 - Other Search Engines
Bing and Yahoo Statistics

14. + Create an Advanced Segment to Look
Deeply at „Not Provided‟ Traffic
3 – Where are the People Landing?
4 – Is it Brand Traffic?
Is the performance similar to Brand keyword
search behavior in paid
Is the performance similar to Brand keyword
search behavior in „provided‟ keywords

15. +
5 - Special Cases
Online Applications
GEEKS  New or Returning Visitors
 Do you have an online
 Always logged in! applications where customers
are using search engines as
 IT product – they are in „not navigation devices
provided‟
B2B
 Metrics is trials/demos not sales
necessarily

16. +
6 – Paid Search

17. +
7 – Webmaster Tools - Queries
 Sort by Click – Shows Searches that Bring
the MOST Traffic

18. + 8 – Webmaster Tools - Queries
 Sort by CTR – Shows Success of Searches
That Brought Traffic

19. +
Questions to Ask About Queries
 Arethey qualified – from your keyword discovery
results?
 Are they the queries you expected?
 Are there any missing?

20. +
Value of Not Provided Visitor
Landing Page – Content Flow
(home page – exit page would be fine)
 Landson Home Page and moves on todownload
demo = $??
 Lands/Moves On To White Paper Download = $??
 Lands on Job Page = $??

21. +
Flag Opportunities for
Improvement for
Content Optimization,
SEO Components,
Internal Linking
Talk to Marketing and
Sales

22. Obtaining for FREE the Value of
a Single Organic Search
Keyword is Becoming History
+
Sorry…..

23. +
Sources of Information on „Not
Provided‟
 AvinashKaushik – Smarter Data Analysis of Google‟s https (not
provided) change: 5 steps
http://www.kaushik.net/avinash/google-secure-search-keyword-
data-analysis/
 KISSmetrics – How to Unlock Your „Not Provided‟ Keywords in
Google Analytics
http://blog.kissmetrics.com/unlock-keyword-not-provided/
 Me
 http://googlewebmastercentral.blogspot.com/2013/02/make-
most-of-search-queries-in.html

24. Thank You.
Barbara Coll, CEO,
+
WebMama.com Inc.
@webmama