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Barbara Coll, CEOWebMama.com Inc.@webmama

#eMetricsSan Francisco 2013

Keyword Discovery

and ‘Damn’ How Do I Measure Success!

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Search Visibility

“SEO has evolved: from a narrow focus on optimization, to a broad focus on search visibility.” -- webmama, 2013

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+CEO EGO

4+Factors Effecting Rankings

IP Address / Server Location

Click History paid or organic YouTube Images

Browsing History

Logged in?

Warning: Your computer may show different search results than my computer, or phone, or tablet, or …

Domain of Origin

Social Signals Who’s in your circles? What did you just tweet?

Device

Browser

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You Need to be VISIBLE Where Your Audience is SEARCHING

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Traditional Criteria

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And Domination of an Industry Category Across All Searchable Sites.

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Sources

People – sales, marketing, product management, executives, support

Competitors

Keyword expansion tools

Recent news

Customer website, training manuals, support docs, video transcripts

Internal demand generation campaigns (like email campaigns/webinars)

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Brainstorming

+ 10Sources/Tools Used – Recent Keyword Project Corporate Website

Company employees

YouTube Corporate Site Related Video Descriptions Category tags

Internal Messaging Documents From Product Marketing

Corporate Twitter Accounts

Site Scraping Tools

Google Keyword Tool

Webconfs.com Keyword Density

Readwriteweb.com

Wikipedia

Competitor Sites

Competitive Analysis Tools SEMRush.com Compete.com iSpionage.com

Opensiteexplorer.org

Keyword Expansion Tools Wordtracker Google Keyword Tool

Wordle.net

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Brand

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CategoryComplete Domination

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https://www.google.com/search?q=virtualization

VMware Dominates Virtualization & All Related Phrases.

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Trendy

PR, Facebook Lingo, 1

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Legacy “Required”

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CEO Pain Threshold

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Brand Trendy Category Legacy

CEO PainRelevancy

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The End Result

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Keyword Research – Metrics Required of Analytics Team

Paid Search – From SEM Campaigns Keyword expansion (given basic set of words) Volume Conversion Data

Organic Traffic – From Analytics Tool Current referring keywords

Webmaster Tools Data (Google) Search Queries (impressions) Clicks Link anchor text

Internal Search Keywords1

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@webmama

Handling Not Provided Keyword Information

Click icon to add picture

Click icon to add pictureAdded Bonus

Material

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Dreaded “Not Provided”

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23+1 - Referring Keyword InformationUse what’s available. Map to ‘Not Provided’.

24+2 - Other Search EnginesBing and Yahoo Statistics

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3 – Where are the People Landing?

4 – Is it Brand Traffic?

Create an Advanced Segment to Look Deeply at ‘Not Provided’ Traffic

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3 – Where are they landing?

All Traffic

Shoe Traffic

Sock Traffic

Landing Page 1

Landing Page 2

Landing Page 3

Landing Page 4

Take ‘not provided’ information and map it the same way based on landing page BUT in reverse.

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Action – What can you do to make those pages higher converting?

Don’t Forget Your Recommendations to Marketing

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4 – Brand Keyword Performance - Estimation

Is the performance similar to Brand keyword search behavior in paid

Is the performance similar to Brand keyword search behavior in ‘provided’ keywords

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5 - Special Cases

Always logged in!

IT product – they are in ‘not provided’

New or Returning Visitors Do you have an online

applications where customers are using search engines as navigation devices

GEEKS

Online Applications

B2B

Metrics is trials/demos not sales necessarily

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6 – Paid Search

Bid to the MAX

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7 – Webmaster Tools - Queries Sort by Click – Shows Searches that

Bring the MOST Traffic

+ 328 – Webmaster Tools - Queries Sort by CTR – Shows Success of

Searches That Brought Traffic

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Questions to Ask About Queries

Are they qualified – from your keyword discovery results?

Are they the queries you expected?

Are there any missing?

34+Value of Not Provided Visitor

Lands on Home Page and moves on to download demo = $??

Lands/Moves On To White Paper Download = $??

Lands on Job Page = $??

Landing Page – Content Flow(home page – exit page would be fine)

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Flag Opportunities for Improvement for Content Optimization, SEO Components, Internal Linking

Talk to Marketing and Sales

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Obtaining for FREE the Value of a Single Organic Search Keyword is Becoming History

Sorry…..

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Sources of Information on ‘Not Provided’

Avinash Kaushik – Smarter Data Analysis of Google’s https (not provided) change: 5 steps http://www.kaushik.net/avinash/google-secure-search-keyword-data-analysis/

KISSmetrics – How to Unlock Your ‘Not Provided’ Keywords in Google Analytics http://blog.kissmetrics.com/unlock-keyword-not-provided/

Me

http://googlewebmastercentral.blogspot.com/2013/02/make-most-of-search-queries-in.html

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Thank You.Barbara Coll, CEO, WebMama.com Inc. @webmama