Reclaiming your google referral data mozinar by tim resnik (share)

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Reclaiming YOUR Search Data
by Tim Resnik, SEOmoz, @tresnik
Tweet with Mozinar attendees: #mozinar
Technical problems or f...

You have a lot of data and some of it is hiding

It starts with Nicolaus Copernicus

In his day, the 16th century, geocentric theory was accepted as the
most logical way to describe universe, and it all revo...

He took his theory, heliocentricity, to the grave, and scientific
progress briefly suffered

Copernicus – Heliocentricity
1500s Today
AstronomicalKnowledge
Building Blocks of Knowledge

Copernicus
1500s Today
Galileo – observed the moons of Jupiter
AstronomicalKnowledge
Building Blocks of Knowledge

Copernicus
1500s Today
Galileo
Newton – theory of gravity
AstronomicalKnowledge
Building Blocks of Knowledge

Copernicus
1500s Today
Galileo
Newton
Einstein – theory of relativity
AstronomicalKnowledge
Building Blocks of Knowledge

Copernicus
1500s Today
Galileo
Newton
Einstein
Hubble - expansion
AstronomicalKnowledge
Building Blocks of Knowledge

Observe
Scientific Methodology

Observe Hypothesize
Scientific Methodology

Observe Hypothesize
Test and
confirm
Scientific Methodology

Observe Hypothesize
Test and
confirm
Optimize
Scientific Methodology

WE SIFT THROUGH PILES OF DATA
http://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg

2000 Today
SearchKnowledge
Data Opaqueness Erodes Knowledge
Google Referral Data Secure Search

Google Search API
2000 Today
SearchKnowledge
Data Opaqueness Erodes Knowledge
Google Referral Data
Deprecated

Google Search API
2000 Today
Google Keyword Volume Tools and API
SearchKnowledge
Data Opaqueness Erodes Knowledge
Google R...

Google Search API
2000 Today
Google Keyword Volume Tools and API
SearchKnowledge
Data Opaqueness Erodes Knowledge
Google R...

Google Search API
2000 Today
Google Keyword Volume Tools and API
Community
SearchKnowledge
Data Opaqueness Erodes Knowledg...

Google Search API
2000 Today
Google Keyword Volume Tools and API
Community
3rd Party Tools
SearchKnowledge
Data Opaqueness...

:(not provided)

:(not provided)

Search Referral Traffic to SEOmoz

TipTip #1: Sizing the Market
http://www.coldplay.com/newsdetail.php?id=10

DO NOT rely on a single
source for your data

Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm

Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm

Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer

Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Twitter
Google Search
http://freshwebexplorer.seomoz.org

Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Sweet spot?
It moves!

http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg

Keyword Market Triangulate
Social

Keyword Market Triangulate
Social

Keyword Market Triangulate
Adwords

Keyword Market Triangulate
Fresh Web
Explorer

Keyword Market Triangulation
Social
5,139
Adwords
12,100Fresh Web
Explorer
4,608
“Fire Trucks”:
Last 30 days = Velocity
Ro...

Craig O’Neil, Flikr

Keyword Market Triangulation
Social
32,000
Adwords
2,400
Fresh Web
Explorer
9,835
Last 30 days = Velocity
Rolling 12 month...

Keyword Market Triangulation

DO NOT rely on a single
source for your data

Tip #2: Mapping Universal Search

http://faenasphere.com
Hours after Einstein's death on April 18th 1955, an autopsy was conducted by Dr. Thomas
Stoltz Harv...

Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of the
scientific study into his own hands...

http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.html
HE KEPT A FEW CHUNKS FOR...

We have a Problemo
http://www.seomanontroppo.com/google-news-analytics-stuff/
Hey Tim, check
this out! I hope
you speak
Sp...

Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve
d=0CDIQFjAA&url=http%3A%...

Google Referral String

Google Referral String

Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve
d=0CDIQFjAA&url=http%3A%...

VED Anatomy
v ed =0CDIQFjAA

VED Anatomy
v ed =0CDI QFj AA

VED Anatomy
v ed =0CDI QFj AA
Search
Vertical

VED Anatomy
v ed =0CDI QFj AA
Absolute
and
Relative
Position

VED Anatomy
v ed =0CDI QFj AA
?

Some (tested) Theories
Organic Search= QFj

Some (tested) Theories
News OneBox = QqQIw

Some (tested) Theories
News OneBox Image= QpwI

Some (tested) Theories
Image OneBox= Q9QEw

Some (tested) Theories
Video OneBox = Qtwlw

Some (tested) Theories
Video OneBox Image= QuA I w

Some (tested) Theories
Organic, Sitelink = QjB
Position of Sitelink = 3

Some (tested) Theories
Knowledge Graph Img (1)= BEPwd
Knowledge Graph Img (x)= BEP4d

VED Summary
Vertical (Universal Search) Code
Q F j Organic Search
Q q Q I w News OneBox (link)
Q p w I News OneBox (image)...

Appears in Google SERP
99%
1%
Contains Google Referral String Does Not

Appears Google Analytics
50%50%
Contains Google Referral String Does Not

Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ve
d=0CDIQFjAA&url=http%3A%...

Put it to use in Google Analytics
STEP 2: SETUP ADVANCED
SEGMENTS

Advanced Segment Setup

Without Universal Information

Voilà! – With Universal Information

Put it to use in Google Analytics
STEP 3: GET IN THERE

Get in there: Example 1
Great News coverage in
Universal search

Get in there: Example 1
Not so great

Get in there: Example 2
CD = absolute position.
This will tell you which
Sitelink position is being
clicked

Get in there: Example 2

0 5000 10000 15000 20000 25000 30000
1
2
3
4
5
6
Visits
Position
Get in there: Example 2
Underperforming
Sitelink? Do some...

Get in there: Example 2
If one of your Sitelinks is sucking, tell Google to
demote it in Webmaster Tools.

Q&A Time!
@tresnik
www.seomoz.org
tim@seomoz.org
http://seomoz.org/webinars

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