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A detailed explanation of why secured search isn't that big of a deal. Many people believe that Google has neutered SEO by obscuring keyword referrers. I believe there is so much other data out there about users that allow us to optimize against implicit intent like other channels.
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WHY I DON’T CARE ABOUT (NOT PROVIDED) There’s way too much data out there for us to be crying over it.
@iPullRank
DOWNLOAD THIS DECK http://iacq.co/dgaf-not-provided
@iPullRank
HISTORY OF KEYWORD DATA What’s this not provided thing all about?
@iPullRank
Iacquire.com @ipullrank
Keyword referrers
When a user searches the keyword is passed from Google in a the referral string in the q= variable to the website and
the site’s analytics strips this query and tracks it.
Iacquire.com @ipullrank
In October 2011 Google Announced a move to secure Search
Using the Secure (HTTPS) protocol no referrer is passed. Head of WebSpam Matt Cutts said that there would only be a
single digit percentage of searches that would be affected.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
@iPullRank
Google says it’s due to privacy. Really it’s to protect their monopoly. They are really obscuring keyword referrers to make Adwords more valuable from
both an explicit intent standpoint and to make it so no other service provider can
provide their Search Remarketing product. Seriously, if it’s an invasion of privacy
for Organic than it’s an invasion of privacy in Paid as well.
3/2012 FIREFOX WENT SECURE SEARCH The view of the Earth from the Moon fascinated me—a small disk, 240,000 miles away. It was hard to think that that little thing held so many problems, so many frustrations. Raging nationalistic interests, famines, wars, pestilence don't show from that distance.
@iPullRank
Iacquire.com @ipullrank
Googlers were incentivized to encourage more logins into Google+
It’s part of people’s job description to keep users logged in to Google. http://searchengineland.com/google-is-hiring-
someone-to-find-ways-to-make-you-want-to-search-while-signed-in-144523
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
1/2013 CHROME WENT SECURE SEARCH The view of the Earth from the Moon fascinated me—a small disk, 240,000 miles away. It was hard to think that that little thing held so many problems, so many frustrations. Raging nationalistic interests, famines, wars, pestilence don't show from that distance.
@iPullRank
Iacquire.com @ipullrank
September 2013 Google moved to secure Search for all users
Citing “privacy” in the wake of the NSA scandal Google announced a move to Secure Search for all users whether they
are logged in or not. Meanwhile Adwords advertisers still get keyword referrer data. http://iacq.co/19I0u15
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
THIS IS MY REACTION.
@iPullRank
WHAT ABOUT BRANDED VS. UNBRANDED?
@iPullRank iacquire.com
@iPullRank
WHAT ABOUT IDENTIFYING LONG TAIL SEARCHES?
@iPullRank iacquire.com
@iPullRank
WHAT ABOUT DYNAMIC TARGETING BASED ON KEYWORDS?
@iPullRank iacquire.com
@iPullRank
NONE OF THAT CHANGES MY ABILITY TO KNOW WHETHER SEARCH MADE US MONEY AND WHY
@iPullRank iacquire.com
WHY I DON’T CARE Roll with it.
@iPullRank
KEYWORDS WERE ALWAYS JUST A PROXY Granted they were an awesome proxy, but you could still be the wrong piece of content for that user. Consider the keyword “subway,” the search means something completely different to a 25 year old in new york city than it does to 40 year old in topeka, kansas. Just knowing the keyword you searched for does not necessarily tell me what you want. Knowing who you are helps a lot more.
@iPullRank
Iacquire.com @ipullrank
…And we have looked to understand the people behind the search
We leverage market segmentation from Experian and Nielsen in context with Social PPC APIs to build robust personas
with user stories, demographics, psychographics and engagement insights to drive our SEO programs.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Our keyword research methods are persona based
Rather than just putting together a list of keywords and search volumes we run surveys to understand where users are at
in the Consumer Decision Journey with their search. http://iacq.co/16a34zJ
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
our content strategy is kpi-driven
Certain content types work better for meeting certain business objectives. We’re already creating the right things to meet
what makes sense in the given stage of the consumer decision journey.
Iacquire.com @ipullrank
Our Messaging resonates with the audience and need state
Our content strategy includes messaging that is focused on the needs of the people and messaging is optimized for the
given need state to encourage conversion.
Awareness Version
Consideration Version Loyalty Version
Iacquire.com @ipullrank
We’ve already developed methods for measuring people
I developed a methodology called Keyword-Level Demographics that leveraged keyword referrers in context of
demographic and psychographic data from Facebook to measure and validate personas http://iacq.co/11EED4u
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Leverage user profiles for measuring segments
When sites have user profiles we can leverage them in context with analytics to understand which segments are
performing best and why.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
I wrote about this on moz
I wrote an in-depth post about the insights that can be gained from user profiles and how they can be leveraged for
cohort analysis at Moz. http://iacq.co/1fLvCUj
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
We can already get plenty of data on the user
If you can get an email address or social login you can build a complete profile of a user using FullContact or RapLeaf.
Knowing what type of user goes you’re dealing with allows you to have the right messaging
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
We can already do awesome stuff.
We can already do a lot of great things with all this data about our users even though Google is killing the ability to do
keyword arbitrage through Organic Search.
Predictive Modeling Dynamic Targeting Keyword Arbitrage
IN OTHER WORDS… WE’RE ALREADY DOING MARKETING. And that’s what google is forcing everyone to do now.
@iPullRank iacquire.com
GOOGLE GIVETH MORE THAN IT TAKETH AWAY
New Data means new ways to measure users
@iPullRank
Iacquire.com @ipullrank
Cohorts in Google Analytics
Recently Google gave marketers the ability to set up cohorts in Google Analytics and therefore let us measure types of
people far more specifically. http://iacq.co/GR0S4u
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Affinity segments
Google also jumped on the segmentation train a few months back offering what they are calling “affinity segments” where
they have identified 80 different personas for targeting in Display channels. http://iacq.co/1aoVg9k
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Demographic data and affinity segments in google analytics!!!
This is brand new and is slowly rolling out to all sites. Google Analytics now has the ability to track demographic data
(Age, Gender, etc) and Affinity Segment type. http://online-behavior.com/analytics/demographics
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Cohorts based on demographics & affinity segment
Now you can track and analyze personas directly in Google Analytics WITHOUT any other data sources.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
@iPullRank
It’s time to move from explicit intent to implicit intent
You still know the page the user has landed on, you now know what type of user it
is, you know which keywords rank for your landing page so now the real question
is does my message fulfill a need and resonate with my target? Understand what
makes your audience tick and determine the best way to convince them your
product or service is right for them. Conversion is still the best measure of that.
WHAT YOU SHOULD DO RIGHT NOW The view of the earth from the moon!
@iPullRank
Iacquire.com @ipullrank
Understand and segment your audience
Build personas and use the affinity segments as your base and then set up filters and segments in GA so you can track
accordingly. Demographic options are still rolling out, enable them once you get it.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Measure Organic search as a channel
Organic Search is one channel of many. You should be reporting it as such, but in context of audience and conversion.
Optimizations should be made based on landing page performance.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Track your rankings and search volumes
STAT is my favorite rankings tool due to accuracy, search volume data and ability to tag keywords with the segmentation
we’ve developed in our keyword portfolio. http://www.getstat.com
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Track internal search
On site search becomes your hyper-relevant source for long tail keywords in context with your audience where you can
determine what opportunities your missing out on.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Leverage google webmaster tools data
While its precision is questionable Google Webmaster Tools’ search queries section is a good way to get a sense of what
keywords are landing where if you still want to leverage explicit intent for optimization.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Understand your landing page conversion rates from Organic Search
Look at the conversion rates of your landing pages for traffic coming from Organic Search (Non-paid Search segment
and google filter) in context of your cohorts. This tells you where to A/B test your messaging.
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
Iacquire.com @ipullrank
Optimize against implicit intent and cohorts
There’s a tool called Nudgespot which allows you to easily setup dynamic targeting for different segments. A/B test to
improve conversion from Organic Search http://www.nudgespot.com
As with many features and products Google has
rolled out over the years adoption is the main
barrier to usage.
THIS DECK JUST NEEDED ANOTHER LOUIS CK PICTURE.
@iPullRank iacquire.com
wwww.iacquire.com
Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank
Download this deck http://iacq.co/dgaf-not-provided
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