lbi a world of 100% not provided

Lbi Meetup

Nick

Garner

SearchWorks Digital has a new name...

Lbi Meetup

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 process Or

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 position

Another 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 Google

In 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’s

Semrush / Searchmetrics / Google Adwords keyword finder / Linkdex

Semrush data

Guess the tool?

Lots of KW’s / lots of pages

Keywords, tagged in logical groups

All tracked KW’s 1 page + theme groupings

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 PPC Organic

Future

Organic

Now TV

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!