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
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
LIFE AFTER “NOT PROVIDED” BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment ...
Life after Death - Malayalam Christian Message by ... and have a joy-filled life. He did not make us as ... Life after Death ...
Life Happens, formerly the LIFE Foundation, ... Contact Life Happens. ... twitter; googleplus; pinterest; linkedin; Life Happens does not endorse any ...
The Umbrellas of Cherbourg ... and "Watch What Happens" ... A new orchestration was provided by musical director/conductor Nathan Hurwitz.
The question of whether there is life after death does not fall under ... is not but our worldly life; ... We provided enjoyment of worldly life ...
... Plan for the future because life happens, ... with the added expense of life insurance. After ... to a site that Life Happens did not ...
In The Day After the ... 14 Days After The Dollar Crashes, Prepare ... The owner and operators of this web site user page do not engage ...
Watch HD Movies Online For Free and Download the latest movies without Registration at 123Movies.to. HOME; GENRE ... After the Avengers leaves ...
Watch TV shows and movies anytime, anywhere. Only $7.99 a month. Start your free month.