google keywords unprovided
Post on 21-Oct-2014
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Ray Catfish discusses about how Google’s recent changes make performance reporting less accurate. SEOs and Marketers no longer have the raw data that we once used to measure SEO results and we recognize that we will need to use different KPIs and trending metrics to approximate the data that is now lost. What does this mean for our industry? Read more here… Blog Post Here: http://bol.bolphp.com/blog_posts/google-keyword-not-provided/TRANSCRIPT
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Term (not provided)Understanding Performance ChangesRay “Catfish” Comstock
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Agenda
Address changes to Google Keyword Not Provided
What it happened? What it means?What can we do?
BusinessOnline RecommendationsExpand number of keywords for
rank checkingNew SEO performance metricsImmediate education plan
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On Monday, September 23rd 2013 Google Announced100% Keyword Unavailable Now Permanent
Changes to Keyword Not Provided
What Happened?Google now redirects all users to a secure search page which will block all keyword referral data from any analytics platform.
What this means:-Changes only affect how we measure and report SEO performance
-Organic traffic from Google can no longer be tracked at a keyword level via analytics
-There will be a limited amount of keyword referral data available in Google Webmaster tools
-No longer have visibility into traffic numbers• Brand / Non Brand
• Long Tail Performance
• By Keyword Group
-Decrease in visibility for new keyword opportunities
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On Monday, September 23rd 2013 Google Announced100% Keyword Unavailable Now Permanent
What it Means to Marketers
Immediate Impact:
•Measuring and understanding SEO performance is now more difficult and not 100% accurate
•The cause of SEO traffic changes over a given time period can no longer be directly measured
•Marketers will have to rely on KPI trends to understand performance changes in lieu of the data that is now gone
© 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
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On Monday, September 23rd 2013 Google Announced100% Keyword Unavailable Now Permanent
Reaction to 100% Keyword Not Provided
How to Measure SEO Performance Going Forward:
1. Expand the number of client keywords that we track rankings for
2. Develop a new set of metrics for SEO performance reporting
3. Education program for new SEO landscape
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BusinessOnline RecommendationsHow to Address the lack of Visibility in Keyword Search
Activity
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Increase visibility to overall keyword portfolio
Expand Number of Keywords for Rank CheckingKeyword Rankings Gain in Prominence:-Keyword rankings are now the only way to understand keyword level performance (except Google Webmaster Tools data)
-Keyword rankings should be checked for any historical keywords that have driven significant traffic
URL Level Keyword Rankings Very Important:-Correlating URL level traffic changes to keyword ranking changes is now critical to understand performance changes
-The more URL specific keyword rankings that are available for analysis, the more insight that will be available into SEO performance changes
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Develop a New Set of Priority Metrics for SEO Performance
New SEO Performance Metrics
Adapt reporting to bring in new KPIs to replace Google keyword dataRanking, traffic and conversions• Total traffic• Page level traffic changes• Expanding keyword rankings• Leveraging historical data / PPC data• Google Webmaster Tools
Additional metrics• Ranking by geography• Link management• Internal link changes• Historical page changes• Competitive analysis
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URL: http://www.example.com
Total Traffic: Last Period: xxxx Current Period: xxxx
Change: +/- xxxx
Keyword 1:
Rankings Last Period: #4 Current Period: #1 Change: +3
Traffic Last Period: xxx Current Period: xxx
Change: xxx
(***traffic numbers only if they exist in GWT)
Keyword 2:
Rankings Last Period: #10 Current Period: #6 Change: +4
Traffic Last Period: xxx Current Period: xxx
Change: xxx
(***traffic numbers only if they exist in GWT)
ETC
A sample SEO URL performance reporting structure might look like:
New SEO Performance Metrics
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Explaining the new changes to our clients
SEO Education Program
SEO Education for All Team MembersUpdate team members on new Google changes• All searches secure• Historical data affected by keyword unavailable
Update team members on implications of changes• Keyword level reporting no longer possible• Year over year keyword performance data no longer relevant
Explain how to measure SEO performance• Roll out new report dashboards• Implications of new KPI metrics
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Summary:•Google Change to 100% Keyword Unavailable Affects:
How you measure SEO performanceHow you react to performance changes
•New Metrics Prioritized:Year over Year TrafficURL Level TrafficGoogle Webmaster Tools Keyword DataExpanded Keyword Rankings
•Immediate Action PlanChange KPIs / Develop New DashboardsEducate Team Members
© 2013 by BusinessOnline. All Rights Reserved. @BOLoptimized
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