What if we were in a 100% (not provided) world...
Speaker: Nick Garner
SearchWorks Digital has a new name...
100% not provided - few years away?
http://www.agencym.com.au/blog/2013/05/keyword-not-provided-and-seo-reporting/
Why bother working around it?
There are 2 things ● Know your SEO perfomance● Setting SEO strategy
It gives you one of these
Now: A mental framework for SEO performance data
A triangulation of multiple sources of data ● Rankings (Checking / G.WMT)● Traffic to pages● Estimated search Volume / CTR per
position
Rankings & Est Vol
Traffic by keyword from web analytics
Organic traffic by landing page from web analytics
The future: A mental framework
● Bigger, better rank checking! ● Connect KW’s with Pages.
Rankings& Est Vol
Organic traffic by landing page from web analytics
Traffic by keyword from web analytics
No more keyword data for the long tail
How do you put it together?
Que? have a processOr
Rank checking & Est Vol
Use phrase visibility 10 keyword 1 check a month = no great significance 1000 keywords checked a week = is more solid
So think...● Multiple keywords per page● Many keywords and pages per
site
Put it them all into containers on a platform.
Traffic formula
Semrush data
Estimated search volume
x
Ranking position CTR
CTR per position
http://www.optify.net/wp-content/uploads/2011/04/Changing-Face-oof-SERPS-Organic-CTR.pdf
It’s really important in a not provided world...
CTR per positionAnother way to look at CTR: by session
http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
Keyword volume data… :-(
“The Keyword Planner has no match type data for search volume, no device targeting, and no global vs. local monthly searches. At this time the option to filter by closely related search terms is gone, but Google says it will be brought back in the coming weeks.”http://www.searchenginejournal.com/google-keyword-tool-officially-replaced-keyword-planner/68171/
From GoogleIn general, you’ll notice that the average search volume data is higher in Keyword Planner as compared to the exact match search volume data you got with Keyword Tool. That’s because we’ll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets, and mobile phones). With Keyword Tool, we showed you average search volume for desktop and laptop computers by default.
Gather Your KW’sSemrush / Searchmetrics / Google Adwords keyword finder / Linkdex
Semrush data
Lots of KW’s / lots of pages
Keywords, tagged in logical groups
All tracked KW’s 1 page + theme groupings
http://econsultancy.com/uk/blog/8342-how-to-steal-some-not-provided-data-back-from-googleSearch: econsultancy steal not provided
Google analytics hack: See where NP traffic is going
Before:
After:
Performance by KW theme / per page
Keywords, other pages / rankings
MOARRRR DATA!!!!
Organic traffic ratios to the target page to understand how well they were optimised, even though you don't know exactly which keywords you ranked on.
Analytics Data
Steer your pages where you want
Conclusion
Connect the facts and you can work around not provided, it just takes a process and framework
Do this process right in a world of not provided, you only shift a little.
Attribution spectrum
PR PPCOrganicFuture
Organic NowTV
Build an organic search:
...In a not provided world
Ranking growth over time
Conversion and CTR rates per position
Revenue based on projections
Customised CTR, Conv. By Keyword (Sept. Launch)
Imagine a rank modelling tool, where you could set accurate forecasts for search performance...headache free!
Lbi Meetup
Nick GarnerSearchWorks Digital has a new name...