LIFE AFTER “NOT PROVIDED”

BENJAMIN SPIEGEL

Company

What

Role

What do I do

Twitter

Obsessions

Catalyst / GroupM / WPP

Media investment management

Director, Search Operations

Design enterprise search engagements

@nxfxcom

My two daughters

Flying planes

Data and insights (seriously)

German carswww.catalystsearchmarketing.com

LET’S TALK KEYWORDS

(NOT PROVIDED)

JUST IN CASE…

WHAT IS(NOT PROVIDED)?

IN 2011 GOOGLE STARTED TO

ENCRYPT SEARCH

ENCRYPT SEARCH?

HTTP VS. HTTPS

PRE-2011

Browser header

contained referral URL

YOU WOULD SEE

POST-2011

SECURE TRANSMISSION

= NO REFERRAL DATA

75%-92% (NOT PROVIDED)

SO WHATWAS LOST?

KeywordLanding

pageActivity

THE CONNECTION

A COUPLE OF THINGSJUST TO BE CLEAR…

1. IT’S NOT COMING BACK

No matter what you do

2. YOU CAN’T PAY FOR IT... believe me I’ve tried…

3. THERE IS NO SUBSTITUTIONFrom a reporting perspective…

I TRIED THAT AS WELLNot even volume matched…

COMPARING GA TO WMT

Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic

OR BY PERCENTAGE

Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic

4. IT DOES NOT MATTERNot really … anymore.

WHY?Does it not matter anymore?

1. THE CLIENTS DID NOT CAREIt was interesting, but keyword data did not lead to action

2. GOOGLE IS ABOUT RELEVANCE, CONTENT &

CONTEXTNOT ABOUT KEYWORDS

WE USED KEYPHRASES FOR A LOT

REPORTINGOPTIMIZATION

PLANNINGSTRATEGYCONTENT

PAID MEDIA&

INSIGHTS

LET’S TALK ABOUT

INSIGHTS

INSIGHTS=

DATA

MY DATA SOURCEOF CHOICE

HOW TO DELIVER WMT INSIGHTS AT

SCALE

1. COLLECTING THE DATA

OPTION 1

Webmaster Tools API

OPTION 2

Python Solution

OPTION 3

Not advised ….

2. CONNECT THE OUTPUT TO YOUR DATABASE

LOAD DAILY DATA

3. ENHANCE YOUR DATA

Add additional data such as

Google Trends

Search Volume

Avg. CPC

Actual CPC

Rank

…

4. SEGMENT YOUR DATA INTO THEMES

For an automotive brand it could be:

Branded / Unbranded

Car Model

New / Used

Type (Convertible / SUV)

Price Class

Day of Week

…

5. CONNECT YOUR DATA

OUR FLOW

6. TELL A STORY

INSIGHTS2ACTION

EXAMPLES…

WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND

CONVERTIBLES?

ORGANIC CONVERTIBLE IMPRESSIONS

DOES THE CTR CHANGE BY DAY OF WEEK?

(STILL TALKINGCONVERTIBLES)

CTR BY DAY OF WEEK

DOES IT DIFFERBY BRANDED VS UNBRANDED?

(YEAH, STILL TALKINGCONVERTIBLES)

BRANDED VS UNBRANDEDCTR BY DAY OF WEEK

ITS ALL ABOUT CONTENT, SO HOW ABOUT A

CTR STUDY?

BY LANDING PAGE / CONTENT

NOT WMT, BUT:WHAT DAY/HOUR

CREATES THE HIGHESTCONVERSIONS?

CONVERSION RATEBY DAY/TIME

AND SOME MORE IDEAS

CTR / Impressions by weather

Conversion rate by time

Engagement by day of month

Discover new terms

Low CTR content

Ranking changes by day of week

…

THANK YOU

Benjamin Spiegel

Director of Search Operations

@nxfxcom