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Measuring ROI in the Age of
(not provided)
Feb 20th, 2014 Tim Resnik @tresnik
Join us on Twitter at #Mozinar
Questions or ...
How did this poker
player help me drive
search traffic?

2

http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffL...
Search Keyphrases* (Top 8)
full list
12,230 different keyphrases

Search

Percent

1. Card Player

5,500

5.2%

2. Cardpla...
Search Keyphrases*
Search

Percent

125. …

75

.0007%

125. …

75

.0007%

125. Jeff Lisandro

75

.0007%

125. …

75

.0...
Aha! – It’s Simple

$$$

5
6
Smart Data Fuels Smart Bets

The Past

Measure Efforts

Exploit Opportunities

Place
your bets

7

The Future
There’s enough for everyone!

Wahoo!

8
There’s enough for everyone!

We’re all
rich!

9
Topics Pages Went Nuts

Content Farms Went “Nuts-er”

10
(not provided)

11
Our Fears were Assuaged

Impact will be in the
single digits

12
2012

13
Well…

14
Getting Close to 100%

15
16
RIP Keywords

17
Smart Bets with Smart Data

The Past

Measure Efforts

Exploit Opportunities

Place
your bets

18

The Future
Take action!
1.
2.

3.
19

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Tip #1: Use Google Webmaster Tools

20
Tip #1: Use Google Webmaster Tools
Limitation #1: Limited data set

Vs.

21

Google Analytics has at least
30X more keywor...
Tip #1: Use Google Webmaster Tools
Limitation #2: Limited timeframe

Only 90 Days of Keyword Data

22
Tip #1: Use Google Webmaster Tools
Limitation #3: Limited Google Analytics integration

Google Analytics
does not provided...
Tip #1: Use Google Webmaster Tools
Limitation #4: No Transparency

24
Tip #1: Use Google Webmaster Tools
Scorecard:
Google Independent:
NO

EASY

Useful:

Good for:

YES

25

Ease of Implement...
Take action!
1.
2.

3.
26

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Tip #2: Pass Meta Data in Custom Variables

Meta Data

Structured Data

27
Tip #2: Pass Meta Data in Custom Variables
Your site has lots of useful stuff to help you figure out context

Pass this da...
Tip #2: Pass Meta Data in Custom Variables
Use your custom
variable as the
secondary dimension to
landing page for Google
...
Tip #2: Pass Meta Data in Custom Variables
Scorecard:
Google Independent:
YES

MODERATE

Useful:

Good for:

YES

30

Ease...
Take action!
1.
2.

3.
31

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Tip #3: Custom Variables w/ WordPress

Categories, tags, author

Data

32

Place
your bets
Tip #3: Custom Variables w/ WordPress

33
Should you do it? – Why Not?
Scorecard:
Google Independent:
YES

EASY

Useful:

Good for:

YES

34

Ease of Implementation...
Take action!
1.
2.

3.
35

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Tip #4: Content Grouping in GA

36
Tip #4: Content Grouping in GA
MyBeerBlog.com
IPA

OR

Pale

CO

OR

Porter

CO

OR

CO

I want to know what beer type rec...
Tip #4: Content Grouping in GA
MyBeerBlog.com (1,000 visits)
IPA (300)

OR
(250)

38

CO
(50)

Pale (200)

OR
(125)

CO
(7...
Tip #4: Content Grouping in GA
MyBeerBlog.com (1,000 visits)
IPA (300)

OR
(250)

CO
(50)

Pale (200)

OR
(125)

CO
(75)

...
Tip #4: Content Grouping in GA

40
Tip #4: Content Grouping in GA
Method #1: Extraction

MyBeerBlog.com/reviews/ipa/or/double-mountain-review

/reviews/(.*)/...
Tip #4: Content Grouping in GA
Method #2: Create Rules

42
Tip #4: Content Grouping in GA
Use the tracking code feature if your URL structures are not

Just like a custom
variable, ...
Tip #4: Content Grouping in GA
Tacking Code Method is Best for Moz:
http://moz.com/blog/social-engagementmetrics-that-matt...
Tip #4: Content Grouping in GA
Tacking Code Method is Best for Moz:

ga('set', ’Blogs', ’Social Media');
45
Should you do it? -- Maybe
Google Independent:
NO

EASY

Useful:

Good for:

YES*

46

Ease of Implementation:

EVERYONE
Take action!
1.
2.

3.
47

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Not too long ago…

48
Tip #5: Extract Data from Google Referral

49
How much is a video/news/image result
worth to you?

There is no way to know…or is there?

50
Tip #5: Extract Data from Google Referral

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj
a&ved=0C...
Vertical (Universal
Search)
QFj

Organic Search

QqQIw

News OneBox (link)

QpwI

News OneBox (image)

Q9QEw

Image OneBox...
Extract and Segment in Google Analytics

53
Setup a new profile

54
Setup 2 New Filters

55
Filter #1
Regex to capture
VED in referral
string

56
Filter #1

We’ll use this in
the next filter:
“VED – CD”

57
Filter #2
Calls the custom
field we just
created: “VED –
CD”

Extracts the
referring search
engine

58
The result

59
Should you do it? – Yes
Google Independent:
NO

MODERATE

Useful:

Good for:

YES

60

Ease of Implementation:

EVERYONE
Take action!
1.
2.

3.
61

4.

Use Google webmaster Tools
Pass Meta Data through
custom variables
Leverage wordpress plugi...
Smart Data Fuels Smart Bets

The Past

Measure Efforts

Exploit Opportunities

Place
your bets

62

The Future
Tim Resnik @tresnik tim@moz.com

63

The recording & the slide deck will be available soon
on our site: http://moz.com/web...
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ROI in the age of keyword not provided [Mozinar]

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In the brave new world of 'Not Provided' showing the return on your SEO effort has become more and more difficult. Tim Resnik, Product Strategy Principal at Moz, will guide you through advanced Google Analytics techniques that you can use today to help justify your efforts, measure your search traffic, and segment your data in new ways.

Publié dans : Technologie, Business
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ROI in the age of keyword not provided [Mozinar]

  1. Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim Resnik @tresnik Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  2. How did this poker player help me drive search traffic? 2 http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
  3. Search Keyphrases* (Top 8) full list 12,230 different keyphrases Search Percent 1. Card Player 5,500 5.2% 2. Cardplayer 5,100 4.8% 3. Cardplayer Magazine 3,300 3.1% 4. Card Player Poker 3,000 2.9% 5. Poker tournaments 2,200 2.0% 6. World Series of poker 1,700 1.6% 7. Card Player Magazine 1,500 1.4% 82,000 78.6% Other phrases * For example only. Not the real numbers 3 Psst…I bet there is some good stuff here
  4. Search Keyphrases* Search Percent 125. … 75 .0007% 125. … 75 .0007% 125. Jeff Lisandro 75 .0007% 125. … 75 .0007% 126. … 73 .0007% 126. … 73 .0007%! 126. … 73 .0007% * For example only. Not the real numbers 4
  5. Aha! – It’s Simple $$$ 5
  6. 6
  7. Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 7 The Future
  8. There’s enough for everyone! Wahoo! 8
  9. There’s enough for everyone! We’re all rich! 9
  10. Topics Pages Went Nuts Content Farms Went “Nuts-er” 10
  11. (not provided) 11
  12. Our Fears were Assuaged Impact will be in the single digits 12
  13. 2012 13
  14. Well… 14
  15. Getting Close to 100% 15
  16. 16
  17. RIP Keywords 17
  18. Smart Bets with Smart Data The Past Measure Efforts Exploit Opportunities Place your bets 18 The Future
  19. Take action! 1. 2. 3. 19 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  20. Tip #1: Use Google Webmaster Tools 20
  21. Tip #1: Use Google Webmaster Tools Limitation #1: Limited data set Vs. 21 Google Analytics has at least 30X more keywords than Webmaster Tools for Moz
  22. Tip #1: Use Google Webmaster Tools Limitation #2: Limited timeframe Only 90 Days of Keyword Data 22
  23. Tip #1: Use Google Webmaster Tools Limitation #3: Limited Google Analytics integration Google Analytics does not provided any additional features or value for Google Webmaster Tools data 23
  24. Tip #1: Use Google Webmaster Tools Limitation #4: No Transparency 24
  25. Tip #1: Use Google Webmaster Tools Scorecard: Google Independent: NO EASY Useful: Good for: YES 25 Ease of Implementation: EVERYONE
  26. Take action! 1. 2. 3. 26 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  27. Tip #2: Pass Meta Data in Custom Variables Meta Data Structured Data 27
  28. Tip #2: Pass Meta Data in Custom Variables Your site has lots of useful stuff to help you figure out context Pass this data through a custom variable _gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]); 28
  29. Tip #2: Pass Meta Data in Custom Variables Use your custom variable as the secondary dimension to landing page for Google search referrals 29
  30. Tip #2: Pass Meta Data in Custom Variables Scorecard: Google Independent: YES MODERATE Useful: Good for: YES 30 Ease of Implementation: EVERYONE
  31. Take action! 1. 2. 3. 31 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  32. Tip #3: Custom Variables w/ WordPress Categories, tags, author Data 32 Place your bets
  33. Tip #3: Custom Variables w/ WordPress 33
  34. Should you do it? – Why Not? Scorecard: Google Independent: YES EASY Useful: Good for: YES 34 Ease of Implementation: WORDPRESS USERS
  35. Take action! 1. 2. 3. 35 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  36. Tip #4: Content Grouping in GA 36
  37. Tip #4: Content Grouping in GA MyBeerBlog.com IPA OR Pale CO OR Porter CO OR CO I want to know what beer type receives the most traffic from Google Search. 37
  38. Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) 38 CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) CO (40)
  39. Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) OR (250) CO (50) Pale (200) OR (125) CO (75) Porter (50) OR (10) More investigation needed, but looks promising 39 CO (40)
  40. Tip #4: Content Grouping in GA 40
  41. Tip #4: Content Grouping in GA Method #1: Extraction MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter) 41
  42. Tip #4: Content Grouping in GA Method #2: Create Rules 42
  43. Tip #4: Content Grouping in GA Use the tracking code feature if your URL structures are not Just like a custom variable, you can automate to pass through a category, tag or other metadata 43
  44. Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: http://moz.com/blog/social-engagementmetrics-that-matter 44
  45. Tip #4: Content Grouping in GA Tacking Code Method is Best for Moz: ga('set', ’Blogs', ’Social Media'); 45
  46. Should you do it? -- Maybe Google Independent: NO EASY Useful: Good for: YES* 46 Ease of Implementation: EVERYONE
  47. Take action! 1. 2. 3. 47 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  48. Not too long ago… 48
  49. Tip #5: Extract Data from Google Referral 49
  50. How much is a video/news/image result worth to you? There is no way to know…or is there? 50
  51. Tip #5: Extract Data from Google Referral https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b v.41867550,d.eWU This string can help! 51
  52. Vertical (Universal Search) QFj Organic Search QqQIw News OneBox (link) QpwI News OneBox (image) Q9QEw Image OneBox Qtwlw Video OneBox (link) QuAIw Video OneBox (image) QjB Organic Search - Sitelink BEPwd Knowledge Graph image (leading) BEP4d 52 Code Knowledge Graph image (non-leading)
  53. Extract and Segment in Google Analytics 53
  54. Setup a new profile 54
  55. Setup 2 New Filters 55
  56. Filter #1 Regex to capture VED in referral string 56
  57. Filter #1 We’ll use this in the next filter: “VED – CD” 57
  58. Filter #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine 58
  59. The result 59
  60. Should you do it? – Yes Google Independent: NO MODERATE Useful: Good for: YES 60 Ease of Implementation: EVERYONE
  61. Take action! 1. 2. 3. 61 4. Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google
  62. Smart Data Fuels Smart Bets The Past Measure Efforts Exploit Opportunities Place your bets 62 The Future
  63. Tim Resnik @tresnik tim@moz.com 63 The recording & the slide deck will be available soon on our site: http://moz.com/webinars

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