Published on March 12, 2014
LIFE AFTER “NOT PROVIDED”
BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment management Director, Search Operations Design enterprise search engagements @nxfxcom My two daughters Flying planes Data and insights (seriously) German carswww.catalystsearchmarketing.com
LET’S TALK KEYWORDS
JUST IN CASE…
WHAT IS (NOT PROVIDED)?
IN 2011 GOOGLE STARTED TO ENCRYPT SEARCH
HTTP VS. HTTPS
PRE-2011 Browser header contained referral URL
YOU WOULD SEE
POST-2011 SECURE TRANSMISSION = NO REFERRAL DATA
75%-92% (NOT PROVIDED)
SO WHAT WAS LOST?
Keyword Landing page Activity THE CONNECTION
A COUPLE OF THINGS JUST TO BE CLEAR…
1. IT’S NOT COMING BACK No matter what you do
2. YOU CAN’T PAY FOR IT ... believe me I’ve tried…
3. THERE IS NO SUBSTITUTION From a reporting perspective…
I TRIED THAT AS WELL Not even volume matched…
COMPARING GA TO WMT Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
OR BY PERCENTAGE Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
4. IT DOES NOT MATTER Not really … anymore.
WHY? Does it not matter anymore?
1. THE CLIENTS DID NOT CARE It was interesting, but keyword data did not lead to action
2. GOOGLE IS ABOUT RELEVANCE, CONTENT & CONTEXT NOT ABOUT KEYWORDS
WE USED KEYPHRASES FOR A LOT
REPORTING OPTIMIZATION PLANNING STRATEGY CONTENT PAID MEDIA & INSIGHTS
LET’S TALK ABOUT INSIGHTS
INSIGHTS = DATA
MY DATA SOURCE OF CHOICE
HOW TO DELIVER WMT INSIGHTS AT SCALE
1. COLLECTING THE DATA
OPTION 1 Webmaster Tools API
OPTION 2 Python Solution
OPTION 3 Not advised ….
2. CONNECT THE OUTPUT TO YOUR DATABASE LOAD DAILY DATA
3. ENHANCE YOUR DATA Add additional data such as Google Trends Search Volume Avg. CPC Actual CPC Rank …
4. SEGMENT YOUR DATA INTO THEMES For an automotive brand it could be: Branded / Unbranded Car Model New / Used Type (Convertible / SUV) Price Class Day of Week …
5. CONNECT YOUR DATA
6. TELL A STORY
WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND CONVERTIBLES?
ORGANIC CONVERTIBLE IMPRESSIONS
DOES THE CTR CHANGE BY DAY OF WEEK? (STILL TALKING CONVERTIBLES)
CTR BY DAY OF WEEK
DOES IT DIFFER BY BRANDED VS UNBRANDED? (YEAH, STILL TALKING CONVERTIBLES)
BRANDED VS UNBRANDED CTR BY DAY OF WEEK
ITS ALL ABOUT CONTENT, SO HOW ABOUT A CTR STUDY?
BY LANDING PAGE / CONTENT
NOT WMT, BUT: WHAT DAY/HOUR CREATES THE HIGHEST CONVERSIONS?
CONVERSION RATE BY DAY/TIME
AND SOME MORE IDEAS CTR / Impressions by weather Conversion rate by time Engagement by day of month Discover new terms Low CTR content Ranking changes by day of week …
THANK YOU Benjamin Spiegel Director of Search Operations @nxfxcom
LIFE AFTER “NOT PROVIDED” BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment ...
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