Google no longer passes the search terms visitors used to get to your site…in some situations. So how can you know what’s working in your SEO efforts if the keywords are “not provided?” You’ll leave this session knowing the implications of this very recent Google change and tactics for coping.
16. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
CONFIDENTIAL15
[Not Provided] Q’s We Wanted to Address
• Given the Time Since the Landscape First Changed (End Oct ’11),
Where Are We Now?
• Are There Differences in [Not Provided] on an Industry Basis?
• Are There Differences in [Not Provided] Based on Site Traffic?
• Logged-In vs. Not Logged In Visitor Site Engagement?
• Logged-In vs. Not Logged In Conversion Rates?
18. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
[Not Provided] Averaging 14%-16% of Google Search
Traffic
CONFIDENTIAL17
0%
5%
10%
15%
20%
25%
30%
[Not Provided] by Industry
Education
Online Retail
Banking
Enterprise Tech
Travel
Total
Last 4 Week Range
(Jan. 7- Feb 7)
Education: 15%-16%
Online Retail: 10%-13%
Banking: 22%-24%
Enterprise Tech: 18%
Travel: 14%-16%
Total (Avg): 16%-17%
Mostly leveled
out in mid-Nov.
25 Sites
51M Visits
19. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
Little Difference Between On-Site Behavior for Logged-In
vs. Not-Logged Visitors
CONFIDENTIAL18
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
November December January February
Time-on-Site
(not provided)
Google Natural
Search
0%
10%
20%
30%
40%
50%
60%
70%
November December January February
Bounce Rate
(not provided)
Google Natural
Search
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
November December January February
Conversion Rate
(not provided)
Google Natural
SearchLogged-in users
bouncing slightly
less
27. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
100% of
the time
Half of users logged-in to Google At Least 75% of the Time
They Spend Surfing the Web
26
25%
75% of
the time
Never
27%
25% of the
time
50% of the
time
15%
17% 17%
30%
25%
20%
15%
10%
5%
0
“What percentage of the time would you estimate you
spend surfing the web logged in to Google? “
Half of users logged-in
50% of the time or less
Half of users logged-in
75% of the time or more
28. How is it Trending?
Google publicly states that this change will impact ~ 10% of Users
Google US Searchers Jan
2012
Logged
In
Not
Logged
In
Google US Searches Jan
2012
Logged
In
Not
Logged
In
42%
58%
30%
70%
29. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
100
percent
35%
30%
25%
20%
15%
10%
5%
0
75
percent
50
percent
25
percent
Never
6 out of 10 Heavy Online Purchasers Logged-In 75%+ of
the Time
CONFIDENTIAL28
1-2
Purchases
per Month
3-4
Purchase
s per
Month
5 or more
Purchases
per Month
25%
28%
35%
25%
26%
25%
14%
18%
14%
19%
13%
16%
17%
15%
10%
“What percentage of the time would you estimate you
spend surfing the web logged in to Google? “
60% of users who make 5+
purchases per month logged-
in ¾ of the time or more
37% of users who make 1-2
purchases per month logged-
in ¼ of the time or less
31. Twitter:
@Conductor
@Nathan_Safran
Slide Deck:
conductor.com/smxwest
Not Impact
Me
“With their recent launch of Search Plus Your World, Google announced their intention to
merge user data across their products and services. How, if at all, will this change impact
your being logged in to Google services?”
CONFIDENTIAL30
19%
Reduce
10%
I Don’t have
a Google
Account
57%
14 %
Log Out
Completely
1/3rd of Users Intend to Reduce the Time They Spend
Logged-in Due to Privacy Concerns
60%
50%
40%
30%
20%
10%
0
33% intend to log-out
completely, or reduce the
time they spend logged in…
…OR…nearly 6 out of 10 will
NOT change their logged-in
behavior
The Google sticky
effect?