life in a not provided world at smx west 2012 by micah fisher-kirshner
TRANSCRIPT
Living in a Post-Keyword WorldMicah Fisher-Kirshner | Senior SEO Manager
www.become.comMarch 1st 2012
Quick Questions – Did You Know?
1. Who dislikes the change?2. Of those, who uses Google Analytics?3. Did you know last-click attribution differs for
direct traffic?**Exception for Multi-Channel Funnel report
No right to complain then
Google Revenue Inefficiencies Not everything is a conspiracy! Keyword learnings in SEO can no longer be used as often for
PPC• Optimization around page relevancy• Long-tail visits• Seeing where SEO does better than PPC
Certain industries utilize SEO to fund PPC
Note how this will hurt their stock;imagine trying to convince newmarketers that SEO and PPC together create a shared lift
On The Plus Side…What you gain for analysis:
• Logged-in users• Google+ users• Personalized results
Test how +1’s affect traffic by landing page
The Power Of SegmentationSegmentation Importance Increases
• Before & After: Assuming no seasonality, what was the data percentage lost across keywords?
• Keyword Categorizations: What keyword groups do you generally do well with?
• Relevancy Matching: How well do the keywords match your landing page?
Start of Not Provided
Start of Not Provided
Spike of Not Provided
Spike of Not Provided
Costumes
On The Plus One Side…Future of Google+:
• A bullish view means all keyword solutions presented today are short-term solutions
• As time passes, margin of error on keyword accuracy increases
• Importance of searchvolume and keyword rankings increases
The Long-Term Solution
Treat SEO like you do PPC
Standard SEM MetricsSearch VolumeImpressionsCTRVisitsTransactions/ConversionsCPCCPARevenueROI
Additional SEM Metrics“Quality Score”“A/B Testing”
Testing, Testing, Testing Pre-Click:
• Just as in PPC and like Matt Cutts suggests, test your Titles and Meta Descriptions to improve your CTR (and implicitly rankings)
• Google Webmaster Tools is too simplistic, use SERP Turkey or others like it
On-Click: • Determine the value for every SEO implementation through the
basis of controls and tests
Post-Click: • What’s the value of putting content above the fold for better
rankings versus the loss in conversions you get for pushing down imagery?