Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim
Resnik @tresnik Join us on Twitter at #Mozinar Questions or
problems? Email [email protected]
How did this poker player help me drive search traffic? 2
http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
Search Keyphrases* (Top 8) full list 12,230 different
keyphrases Search Percent 1. Card Player 5,500 5.2% 2. Cardplayer
5,100 4.8% 3. Cardplayer Magazine 3,300 3.1% 4. Card Player Poker
3,000 2.9% 5. Poker tournaments 2,200 2.0% 6. World Series of poker
1,700 1.6% 7. Card Player Magazine 1,500 1.4% 82,000 78.6% Other
phrases * For example only. Not the real numbers 3 PsstI bet there
is some good stuff here
Search Keyphrases* Search Percent 125. 75 .0007% 125. 75 .0007%
125. Jeff Lisandro 75 .0007% 125. 75 .0007% 126. 73 .0007% 126. 73
.0007%! 126. 73 .0007% * For example only. Not the real numbers
4
Aha! Its Simple $$$ 5
6
Smart Data Fuels Smart Bets The Past Measure Efforts Exploit
Opportunities Place your bets 7 The Future
Theres enough for everyone! Wahoo! 8
Theres enough for everyone! Were all rich! 9
Topics Pages Went Nuts Content Farms Went Nuts-er 10
(not provided) 11
Our Fears were Assuaged Impact will be in the single digits
12
2012 13
Well 14
Getting Close to 100% 15
16
RIP Keywords 17
Smart Bets with Smart Data The Past Measure Efforts Exploit
Opportunities Place your bets 18 The Future
Take action! 1. 2. 3. 19 4. Use Google webmaster Tools Pass
Meta Data through custom variables Leverage wordpress plugins Group
content using Google
Tip #1: Use Google Webmaster Tools 20
Tip #1: Use Google Webmaster Tools Limitation #1: Limited data
set Vs. 21 Google Analytics has at least 30X more keywords than
Webmaster Tools for Moz
Tip #1: Use Google Webmaster Tools Limitation #2: Limited
timeframe Only 90 Days of Keyword Data 22
Tip #1: Use Google Webmaster Tools Limitation #3: Limited
Google Analytics integration Google Analytics does not provided any
additional features or value for Google Webmaster Tools data
23
Tip #1: Use Google Webmaster Tools Limitation #4: No
Transparency 24
Tip #1: Use Google Webmaster Tools Scorecard: Google
Independent: NO EASY Useful: Good for: YES 25 Ease of
Implementation: EVERYONE
Take action! 1. 2. 3. 26 4. Use Google webmaster Tools Pass
Meta Data through custom variables Leverage wordpress plugins Group
content using Google
Tip #2: Pass Meta Data in Custom Variables Meta Data Structured
Data 27
Tip #2: Pass Meta Data in Custom Variables Your site has lots
of useful stuff to help you figure out context Pass this data
through a custom variable _gaq.push(['_setCustomVar', 1, category',
, 2]); 28
Tip #2: Pass Meta Data in Custom Variables Use your custom
variable as the secondary dimension to landing page for Google
search referrals 29
Tip #2: Pass Meta Data in Custom Variables Scorecard: Google
Independent: YES MODERATE Useful: Good for: YES 30 Ease of
Implementation: EVERYONE
Take action! 1. 2. 3. 31 4. Use Google webmaster Tools Pass
Meta Data through custom variables Leverage wordpress plugins Group
content using Google
Tip #3: Custom Variables w/ WordPress Categories, tags, author
Data 32 Place your bets
Tip #3: Custom Variables w/ WordPress 33
Should you do it? Why Not? Scorecard: Google Independent: YES
EASY Useful: Good for: YES 34 Ease of Implementation: WORDPRESS
USERS
Take action! 1. 2. 3. 35 4. Use Google webmaster Tools Pass
Meta Data through custom variables Leverage wordpress plugins Group
content using Google
Tip #4: Content Grouping in GA 36
Tip #4: Content Grouping in GA MyBeerBlog.com IPA OR Pale CO OR
Porter CO OR CO I want to know what beer type receives the most
traffic from Google Search. 37
Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits)
IPA (300) OR (250) 38 CO (50) Pale (200) OR (125) CO (75) Porter
(50) OR (10) CO (40)
Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits)
IPA (300) OR (250) CO (50) Pale (200) OR (125) CO (75) Porter (50)
OR (10) More investigation needed, but looks promising 39 CO
(40)
Tip #4: Content Grouping in GA 40
Tip #4: Content Grouping in GA Method #1: Extraction
MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/
will create content categories based on the directory for type
(ipa, pale, porter) 41
Tip #4: Content Grouping in GA Method #2: Create Rules 42
Tip #4: Content Grouping in GA Use the tracking code feature if
your URL structures are not Just like a custom variable, you can
automate to pass through a category, tag or other metadata 43
Tip #4: Content Grouping in GA Tacking Code Method is Best for
Moz: http://moz.com/blog/social-engagementmetrics-that-matter
44
Tip #4: Content Grouping in GA Tacking Code Method is Best for
Moz: ga('set', Blogs', Social Media'); 45
Should you do it? -- Maybe Google Independent: NO EASY Useful:
Good for: YES* 46 Ease of Implementation: EVERYONE
Take action! 1. 2. 3. 47 4. Use Google webmaster Tools Pass
Meta Data through custom variables Leverage wordpress plugins Group
content using Google
Not too long ago 48
Tip #5: Extract Data from Google Referral 49
How much is a video/news/image result worth to you? There is no
way to knowor is there? 50
Tip #5: Extract Data from Google Referral
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj
a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D
GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b
v.41867550,d.eWU This string can help! 51