alan bleiweiss bgla2012

Google Took Your Keywords Away! Now What?

#NobodyPanic#ItsNotASignOfTheApocalypse

@AlanBleiweiss #BlueglassLA

Obligatory Mention: Unicorns Ponies Rainbows Kittens Puppies

Alan BleiweissSearch Team Director

@Click2Rank @AlanBleiweiss


Don’t assume the data hidden in “not provided” was even that valuable to begin with


And it’s never been very scalableUnless you enjoy scouring hundreds of thousands

of phrases for a few gems


Sometimes “Not Provided” isn’t even the worst fail. “other” can be a lot worse


The smart bet is onorganic keyword data

eventuallydisappearing completely

So what’s an SEO to do?


You can read articles on magic ways

to get around the wall

Search Engine WatchHow To Understand Google Not Provided Traffic http://bit.ly/AbWIRo

Avinash Kaushak’s Smarter Data Analysis of Google's https (not provided) change: 5 Steps http://bit.ly/t3W5cb

State Of SearchYet Another Way to Reclaim Your (not provided) Data http://bit.ly/t3W5cb

Seer InteractiveIs (not provided) Driving You Crazy? Get Some of Your Data Back http://bit.ly/y1vPkB

http://bit.ly/AbWIRo

http://bit.ly/t3W5cb

http://bit.ly/t3W5cb

http://bit.ly/y1vPkB


Or you can

Join the new wave of hipsters!

Use information that’s been right in front of your

face the whole time


From 15k organic visits a day to more than 60k visits a day

without the use of granular keyword data


Even smaller sites can still see tremendous annual growth

Without relying on Google Organic Keyword Data


No, I’m not talking about having a

magic fairy Sprinkle pixie dust

on your site*

*Missy Ward probably has an affiliate link

to one If you really need that


Maximum SEO without granular keyword data will only

work if your site is already properly optimized


If your site is anunorganized, chaotic,

poorly optimizedpile of trash

Forget about what I am about to show you.

You have bigger problems

to fix first.


My methods can help only if you

have a well organized site

with discoverable content


Unlearn your organic keyword habit

RememberWhat it was like

Before you Became

Dependent onGranular data


Remember there’s other data already waiting for you to

make use of

@AlanBleiweiss#BlueglassLA

Look for ways other than Google’s keyword data to determine phrases people find relevant

Google Analytics “In Page Analytics” can reveal areas to improve or remove


Embed landing page & converting page keywords into your conversion

tracking solution

Track actual keywords you optimized your landing pages & converting pages for

@AlanBleiweiss#BlueglassLA

Page Visits

average time

on page conversions

Visit / Conversion

Ratio./blue-widgets/ 15000 6:43 744 20.16./red-widgets/ 12941 7:28 936 13.83./big-widgets/ 8000 3:29 54 148.15./fuzzy-widget-balls/ 399 8:21 227 1.76

Review Page Level Data

•Highest Visited•Stickiest•Total Conversions•Most Conversions To Visits (Lowest ratio)


Already have highly converting pages?

Don’t ignore them or rest on your laurels!

Add more pages directly related to them

Do more off-page SEO to keep the momentum going

Use social media to remind people “these are our best products/services”


Highest Visited and/or Stickiest Pages not converting?

Test ways to improve them!

•A/B Test your Call to Action

•A/B Test your content wording and message

•Review the persona the page is targetingIs it your likeliest prospect? Or is it speaking to lookers not ready to buy?


Lowest visited, least sticky, and lowest converting pages

Can they be salvaged? Should they be salvaged?

On your worst performing pages: ask: can you better optimize them or should you 301 to higher value pages?

Remember to evaluate individual pages and then entire sections


Poorly performing pages? Do new keyword research to see if there are better, more appropriate, more relevant phrases

Sometimes phrases that made sense a year ago may no longer be valid

Sometimes a market has learned new ways to describe something


Follow this processAnd you just may get such great results you’ll think you’re in heaven!


Organic Keyword Data will go away completely

Make use of other data you already have

Track referrer & page title data through to conversion

Examine page visits, stickiness, conversion ratios

Look for opportunities to build on the great, improve the good and fix or scrap the bad

Takeaways:

alan bleiweiss bgla2012

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