reclaiming your google referral data mozinar by tim resnik (share)
TRANSCRIPT
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Reclaiming YOUR Search Data by Tim Resnik, SEOmoz, @tresnik
Tweet with Mozinar attendees: #mozinar
Technical problems or feedback:
Please email [email protected]
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Tim Resnik
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You have a lot of data and some of it is hiding
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It starts with Nicolaus Copernicus
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In his day, the 16th century, geocentric theory was accepted as the most logical way to describe universe, and it all revolved around us
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He took his theory, heliocentricity, to the grave, and scientific progress briefly suffered
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Copernicus – Heliocentricity
1500s Today
Astr
onom
ical
Kno
wle
dge
Building Blocks of Knowledge
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Copernicus
1500s Today
Galileo – observed the moons of Jupiter
Astr
onom
ical
Kno
wle
dge
Building Blocks of Knowledge
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Copernicus
1500s Today
Galileo
Newton – theory of gravity
Astr
onom
ical
Kno
wle
dge
Building Blocks of Knowledge
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Copernicus
1500s Today
Galileo
Newton
Einstein – theory of relativity
Astr
onom
ical
Kno
wle
dge
Building Blocks of Knowledge
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Copernicus
1500s Today
Galileo
Newton
Einstein
Hubble - expansion
Astr
onom
ical
Kno
wle
dge
Building Blocks of Knowledge
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Observe
Scientific Methodology
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Observe Hypothesize
Scientific Methodology
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Observe Hypothesize
Test and confirm
Scientific Methodology
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Observe Hypothesize
Test and confirmOptimize
Scientific Methodology
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WE SIFT THROUGH PILES OF DATAhttp://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
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2000 Today
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data Secure Search
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Google Search API
2000 Today
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Deprecated
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Google Search API
2000 Today
Google Keyword Volume Tools and APISear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Access limited
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Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Half the story…
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Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Community
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Learn from each other
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Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Community
3rd Party Tools
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Scraping, extrapolating, illuminating
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:(not provided)
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:(not provided)
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Search Referral Traffic to SEOmoz
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TipTip #1: Sizing the Market
http://www.coldplay.com/newsdetail.php?id=1011
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DO NOT rely on a single source for your data
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Get a net!
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Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
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Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
X MARKS THE SPOT
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Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
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Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Google Search
http://freshwebexplorer.seomoz.org
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Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Sweet spot? It moves!
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http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
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Keyword Market Triangulate
Social
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Keyword Market Triangulate
Social
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Keyword Market Triangulate
Adwords
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Keyword Market Triangulate
Fresh Web Explorer
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Keyword Market Triangulation
Social 5,139
Adwords12,100Fresh Web
Explorer4,608
“Fire Trucks”:
Last 30 days = Velocity
Rolling 12 month average = The Past
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Craig O’Neil, Flikr
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Keyword Market Triangulation
Social 32,000 Adwords
2,400
Fresh Web Explorer
9,835
Last 30 days = VelocityRolling 12 month average = The Past
“Players Championship”:
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Keyword Market Triangulation
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DO NOT rely on a single source for your data
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Tip #2: Mapping Universal Search
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http://faenasphere.com/
Hours after Einstein's death on April 18th 1955, an autopsy was conducted by Dr. Thomas Stoltz Harvey. This was not your ordinary autopsy as it involved the heisting of the most famous brain in history
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Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of the scientific study into his own hands by deciding which scientist (many of them his friends)
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http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.html
HE KEPT A FEW CHUNKS FOR HIMSELF
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We have a Problemo
http://www.seomanontroppo.com/google-news-analytics-stuff/
Hey Tim, check this out! I hope
you speak Spanish.
As search marketers we like to share the love, such as this guy who first wrote about VED
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Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
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Google Referral String
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Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
We think there is some magic here!
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Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
More specifically here!
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VED Anatomy
ved=0CDIQF jA A
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VED Anatomy
ved=0CDIQF jA A
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VED Anatomy
ved=0CDIQF jA A
Search Vertical
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VED Anatomy
ved=0CDIQF jA A
Absolute and
Relative Position
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VED Anatomy
ved=0CDIQF jA A
?
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Some (tested) Theories
Organic Search= QF j
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Some (tested) Theories
News OneBox = QqQIw
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Some (tested) Theories
News OneBox Image= QpwI
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Some (tested) Theories
Image OneBox= Q9QEw
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Some (tested) Theories
Video OneBox = Qtw lw
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Some (tested) Theories
Video OneBox Image= QuA Iw
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Some (tested) Theories
Organic, Sitelink = Q jBPosition of Sitelink = 3
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Some (tested) Theories
Knowledge Graph Img (1)= BEPwdKnowledge Graph Img (x)= BEP4d
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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)
Q 9 Q E w Image OneBox
Q t w l w Video OneBox (link)
Q u A I w Video OneBox (image)
Q j B Organic Search - Sitelink
B E P w d Knowledge Graph image (leading)
B E P 4 d Knowledge Graph image (non-leading)
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Appears in Google SERP
99%
1%
Contains Google Referral StringDoes Not
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Appears Google Analytics
50%50%
Contains Google Referral StringDoes Not
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Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
VED is still present even with Secure Search queries…
How awesome is that?
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Put it to use in Google Analytics
STEP 1: SETUP A PROFILE FILTER
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Profile Setup – New Account Profile
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Profile Setup – 2 New Filters
You’ll need 2 profile filters to make this work
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Profile Setup – Universal Extract
Regex to capture VED in referral string
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Profile Setup – Universal Extract
Regex to capture CD in referral string
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Profile Setup – Universal Extract
We’ll use this in the next filter: “VED – CD”
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Profile Setup – Universal Display
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Profile Setup – Universal Display
Calls the custom field we just created: “VED – CD”
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Profile Setup – Universal Display
Extracts the referring search engine
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Profile Setup – Universal Display
Displays “(VED – CD) Source” under traffic sources > sources > search > organic /dimension = source
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Profile Setup – Example
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Put it to use in Google Analytics
STEP 2: SETUP ADVANCED SEGMENTS
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Advanced Segment Setup
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Without Universal Information
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Viola! – With Universal Information
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Put it to use in Google Analytics
STEP 3: GET IN THERE
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Get in there: Example 1
Great News coverage in Universal search
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Get in there: Example 1
Not so great
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Get in there: Example 2
CD = absolute position. This will tell you which Sitelink position is being clicked
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Get in there: Example 2
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0 5000 10000 15000 20000 25000 30000
VisitsPosition
Get in there: Example 2
Underperforming Sitelink? Do something about it!
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Get in there: Example 2
If one of your Sitelinks is sucking, tell Google to demote it in Webmaster Tools.
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Something Else
Knowing