Life After Keyword Not Provided - A Case Study from Intel

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Information about Life After Keyword Not Provided - A Case Study from Intel
Marketing

Published on March 12, 2014

Author: SearchMarketingExpo

Source: slideshare.net

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Smx West 2014 Session #Smx #24A - Life After Not Provided Presentation Life After Keyword Not Provided - A Case Study From Intel By Laura Ann Mitchell Of Intel

© 2014 Intel Corporation Life After Keyword Not Provided March 2014 Laura-Ann Mitchell Ken Shults

© 2014 Intel Corporation Background • Fortune 50 technology company with more than 100,000 employees • Substantial digital presence including • More than 600 domains • More than 100,000 pages of content in more than 35 languages • Natural Search to Intel websites has increased by more than 20% per year since establishing a centrally managed SEO program in 2008 2008 2009 2010 2011 2012 2013 2

© 2014 Intel Corporation Keyword Not Provided Prior to Keyword Not Provided • Huge variety of diverse keywords bringing Natural Search traffic to Intel with an average of more than 3 million unique keywords each month • The largest individual keyword, “Intel”, accounted for about 6% of our total Natural Search 2011-Q1 2011-Q2 2011-Q3 2011-Q4 2012-Q1 2012-Q2 2012-Q3 2012-Q4 2013-Q1 2013-Q2 2013-Q3 2013-Q4 projected 2014-Q1 Total Natural Search - Keyword Known Total Natural Search - Keyword Not Provided Since Keyword Not Provided • Visibility in analytics data to an average of around 700,000 unique keywords each month, most of which coming from outside the US • Keyword Not Provided now accounts for slightly more than 87% of our total Natural Search Source: Omniture 3

© 2014 Intel Corporation Digital Marketing Framework • Natural Search is fully integrated within each component of our Digital Marketing Framework 4

© 2014 Intel Corporation Digital Marketing Framework • Keyword Not Provided has affected the methods we use in some areas, but the impact on our fundamental approach to how we integrate search within our Digital Marketing Framework has been minimal Catastrophe No Impact Irritating Pain and Suffering Rating Overall Rating Mildly Irritating 5

© 2014 Intel Corporation Digital Marketing Framework • Within our Digital Marketing Framework, Keyword Not Provided has had the biggest impact for us in the areas of Insights and Measurement • In the following slides we’ll review specific examples of how our processes have been impacted and how we’ve adapted to Life After Keyword Not Provided Insights Catastrophe No Impact Irritating Pain and Suffering Rating Overall Rating – Mildly Irritating Measurement 6

© 2014 Intel Corporation the cloud cloud computing Impact on Insights cloud computing pdfenterprise cloud computing what is cloud computing what is the cloud icloud cloud computing for dummies cloud computing examples cloud strategy cloud computing solutions private cloud architecture cloud storage cloud computing technology cloud security Xeon E5 Google Keyword Planner Paid Search Analytics Natural Search Analytics • Search helps us to better understand our audience. We utilize insights from Search to inform multi-channel marketing including Content, Paid Search, Social, Display and Retail Channel Support • Search Insights process begins with collecting a master keyword landscape 7

© 2014 Intel Corporation Impact on Insights Google Keyword Planner Paid Search Analytics Natural Search Analytics • Google’s Keyword Planner is our primary source for keyword data • We often augment data from the Keyword Planner with Analytics Data from Paid and Natural Search • We then Categorize the Keyword Landscape to surface insights and opportunities 43% 25% 13% 7% 3% 2% 2% 2% 2% 1% 0% 0% 0% Monthly Search by Topic Cloud Computing - General aaS - as a Service Cloud Services - Providers and Industry Cloud Security Tools - Software and Development Cloud Strategy - Implementation and Mgmt Architecture and Technology Servers - Data Center and Virtualization Public - Private - Hybrid - Enterprise 10 gBE - Cloud Networking - SDN Cloud Client Mobile Cloud Big Data Cloud Source: Google Keyword Demand Data 8

© 2014 Intel Corporation Impact on Insights Opportunity vs Performance Gap Analysis Google Keyword Planner Paid Search Analytics Natural Search Analytics • Integration of Paid and Natural Search performance data with the categorized keyword landscape of demand reveals gaps between opportunity and performance • Keyword Level Natural Search Referral Data is a requirement to produce this view 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 Global Monthly Search Demand Natural Search Paid Search Source: Omniture and Google Keyword Demand Data 9

© 2014 Intel Corporation Impact on Insights Natural Search Keyword Data in Web Analytics Natural Search Analytics • In the past, we collected Keyword level Natural Search data from our Web Analytics including Natural Search Referrals by Keyword for relevant pages • Today, nearly all of our keyword level data is no longer accessible through Web Analytics due to Keyword Not Provided Source: Omniture 10

© 2014 Intel Corporation Impact on Insights Google Adwords Paid & Organic Report Natural Search Analytics Google AdWords Paid & Organic Report provides Natural Search keyword data and has some nice features but significant drawbacks have limited its usefulness for our purposes Pros Cons Natural Search Keyword Impressions/CTR Account Linking limited to top level GWMT accounts Natural Search Avg Ranking by Keyword No Segmentation of Data by Page Integrated Paid/Natural Performance by Keyword Limited to Google Exportability of large volumes of keywords No Post-Click Metrics (conversions, etc) Source: Google Adwords Paid & Organic Report 11

© 2014 Intel Corporation Impact on Insights Google Webmaster Tools Natural Search Analytics Google Webmaster Tools provides high quality Natural Search Keyword data BUT Only if Webmaster accounts are configured properly Pros Cons Natural Search Keyword Impressions, Clicks, CTR Heavily sampled data limits number of keywords with data Natural Search Avg Ranking by Keyword Keyword by Page data only available through interface one page at a time Page Performance Data Limited to Google No Post-Click Metrics (conversions, etc) Source: Google Webmaster Tools Account Data 12

© 2014 Intel Corporation Impact on Insights Google Webmaster Tools • Google says that GWMT shows the top 2,000 queries but we have found that there is significant sampling of the Keyword Data • Keyword availability improves with progressive granularity in GWMT accounts • We have established GWMT accounts for top level directories and many second level directories totaling more than 100 GWMT accounts GWMT Account # of Account Level Exportable Keywords (One month) Additional Keywords Available by Adding Directory-Level GWMT Account www.intel.com 4,392 …/content/www/us/en/ 5,017 3,070 (61%) …/cloud-computing/ 2,802 2,781 (99%) “Webmaster Tools shows data for the top 2,000 queries that returned your site at least once in search results” support.google.com/webmasters/answer/35252?hl=en Source: Google Webmaster Tools Account Data 13

© 2014 Intel Corporation Impact on Insights Insights Data Sources Google KW Planner Paid Search Analytics Natural Search Analytics Google Trends Ranking • How does our audience search for information? • What Topics and SubTopics are most popular in Search? • What problems is our audience trying to solve? • What products are they looking for? • How does search interest trend over time? • What are the authority sites that they are finding on the first page of Search results? • What types of content is Google displaying for different types of queries? • What share of Natural Search are we getting? • What is the Share for our OEM and channel partners? • What keywords drive the best conversions? No Impact Legend - Impact from Keyword Not Provided Alternative Source Available No Alternative Source Available 14

© 2014 Intel Corporation Impact on Measurement Closing the Loop “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill Measurement Best Practices • Measure what our stakeholders care about • Identify what’s working • Find out why • Then do more of it 15

© 2014 Intel Corporation Site Sections Impact on Measurement Asset-Centric Reporting • Several years ago we shifted from keyword-centric reporting to asset-centric reporting to better align with stakeholders’ goals • Our measurement plan always begins by defining the Site Section of interest to our stakeholder • Each Site Section is a specific group of pages that will be the focus of our performance reporting Big Data Cloud Computing Mobile Productivity 16

© 2014 Intel Corporation Natural Search Page Level Analytics Impact on Measurement Site Section Reporting - Overview • Direct and Indirect Views for specific defined groups of pages give stakeholders a more complete picture of the impact of Natural Search • Indirect Views carry the campaign in the early stages while pages are building equity that later translates to Direct Views as the campaign matures 0 100 200 300 400 500 600 700 0 1,000 2,000 3,000 4,000 5,000 6,000 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Natural Views Direct Natural Views Inter-Indirect Natural Views Intra-Indirect Natural EngagementsKeyword Not Provided Impact Rating No Impact Source: Omniture 17

© 2014 Intel Corporation Impact on Measurement Site Section Reporting – Top Pages • Page Level Direct and Indirect Views show which assets earn their own views from Natural Search and which rely on other pages for assistance through internal cross-linking Natural Search Page Level Analytics Keyword Not Provided Impact Rating No Impact 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Site Section Page 1 Site Section Page 2 Site Section Page 3 Site Section Page 4 Site Section Page 5 Site Section Page 6 Site Section Page 7 Site Section Page 8 Site Section Page 9 Site Section Page 10 Natural Views Direct Natural Views Inter-Indirect Natural Views Intra-Indirect Source: Omniture 18

© 2014 Intel Corporation Impact on Measurement Site Section Reporting – Page Level Trends • Trended Views by Page helps us uncover stories to explain performance and guide deeper investigation Natural Search Page Level Analytics 0 500 1,000 1,500 2,000 2,500 Site Section Page 1 Site Section Page 2 Site Section Page 3 Site Section Page 4 Site Section Page 5 Site Section Page 6 Site Section Page 7 Site Section Page 8 Site Section Page 9 Site Section Page 10 3 Months Ago 2 Months Ago Last Month Keyword Not Provided Impact Rating No Impact Source: Omniture 19

© 2014 Intel Corporation Impact on Measurement Site Section Reporting - Page Level Engagement • Engagement data at the Page Level helps us refine content and optimization in alignment with the interests of searchers 0% 10% 20% 30% 40% 50% 60% 0 500 1,000 1,500 2,000 2,500 Site Section Page 10 Site Section Page 9 Site Section Page 8 Site Section Page 7 Site Section Page 6 Site Section Page 5 Site Section Page 4 Site Section Page 3 Site Section Page 2 Site Section Page 1 Total Visits from Natural Search Engagement Rate Natural Search Page Level Analytics Keyword Not Provided Impact Rating No Impact Source: Omniture 20

© 2014 Intel Corporation Impact on Measurement Site Section Reporting – Keyword Traffic • Aligning GWMT Sites to Site Sections provides visibility to keyword level Natural Search data • We lose keyword level Engagement and Indirect Views however Keyword Not Provided Impact Rating Mildly Irritating Natural Search Keyword Level Analytics 0 50 100 150 200 250 300 Site Section Keyword 1 Site Section Keyword 2 Site Section Keyword 3 Site Section Keyword 4 Site Section Keyword 5 Site Section Keyword 6 Site Section Keyword 7 Site Section Keyword 8 Site Section Keyword 9 Site Section Keyword 10 3 Months Ago 2 Months Ago Last Month Source: Google Webmaster Tools Account Data 21

© 2014 Intel Corporation Impact on Measurement Site Section Reporting – Keyword Ranking • Ranking data for target keywords helps answer questions about changes in traffic performance • Ranking reveals opportunities for improvement Natural Search Keyword Ranking 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 1 - First Page Above the Fold (1 - 4) 2 - First Page Below the Fold (5 - 10) 3 - Page 2 - 3 (11 - 30) 4 - No Ranking Page (31+) Keyword Not Provided Impact Rating No Impact Source: Google Web Rankings 22

© 2014 Intel Corporation Impact on Measurement Site Section Reporting – Page Level Detail • Keyword level data by Page IS available through the GWMT interface and can be used for investigating a specific page but note that CTR and Avg position may not be available when drilling down to keyword data under the page • GWMT keyword level data by page CANNOT be exported from a GWMT account Natural Search Page Level Analytics Natural Search Keyword Level Analytics Total Page Views from Natural Search 609 Direct Views from Natural Search 567 Inter-Indirect Views 24 Intra-Indirect Views 18 Engagement Rate 16.50% Source: Omniture and Google Keyword Demand Data 23

© 2014 Intel Corporation Impact on Measurement Dimension Natural Search Metric Impact Sitewide | Site Section | Page Total Page Views – Natural Search Direct Page Views (Referrals) – Natural Search Indirect Views – Natural Search Engagement Rate – Natural Search Keyword Total Views – Natural Search Direct Views – Natural Search Indirect Views – Natural Search Engagement Rate – Natural Search Target Keyword Rankings No Impact Legend - Impact from Keyword Not Provided Alternative Source Available No Alternative Source Available 24

© 2014 Intel Corporation Impact on Measurement Integrating the Data • We utilize the BrightEdge Platform to integrate data from Web Analytics and GWMT with our target keyword ranking data in a single integrated environment that facilitates investigation and analysis GA Account for Page Level Natural Metrics • /US/ GWMT Accounts Aligned to Site Sections • /cloud-computing/ • /big-data/ • /virtualization/ • etc BrightEdge Accounts Aligned to Site Sections • Cloud • Big Data • Virtualization • etc 25

© 2014 Intel Corporation Key Take Aways Minimize Pain and Suffering brought on by Keyword Not Provided by 1. Adopting a Page-Centric approach to Measurement 2. Configuring GWMT in alignment with Site Sections Catastrophe No Impact Irritating Pain and Suffering Rating Overall Rating Mildly Irritating 26

© 2014 Intel Corporation

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