life after keyword not provided - a case study from intel

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© 2014 Intel Corporation Life After Keyword Not Provided March 2014 Laura-Ann Mitchell Ken Shults

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Smx West 2014 Session #Smx #24A - Life After Not Provided Presentation Life After Keyword Not Provided - A Case Study From Intel By Laura Ann Mitchell Of Intel

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Page 1: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Life After Keyword Not Provided

March 2014

Laura-Ann Mitchell

Ken Shults

Page 2: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Background

• Fortune 50 technology company with more than 100,000 employees

• Substantial digital presence including• More than 600 domains

• More than 100,000 pages of content in more than 35 languages

• Natural Search to Intel websites has increased by more than 20% per

year since establishing a centrally managed SEO program in 2008

2008 2009 2010 2011 2012 2013

2Source: Omniture

Page 3: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Keyword Not Provided

Prior to Keyword Not Provided

• Huge variety of diverse keywords

bringing Natural Search traffic to Intel

with an average of more than 3 million

unique keywords each month

• The largest individual keyword, “Intel”,

accounted for about 6% of our total

Natural Search

2011-Q1 2011-Q2 2011-Q3 2011-Q4 2012-Q1 2012-Q2 2012-Q3 2012-Q4 2013-Q1 2013-Q2 2013-Q3 2013-Q4 projected2014-Q1

Total Natural Search - Keyword Known Total Natural Search - Keyword Not Provided

Since Keyword Not Provided

• Visibility in analytics data to an

average of around 700,000 unique

keywords each month, most of

which coming from outside the US

• Keyword Not Provided now

accounts for slightly more than 87%

of our total Natural Search

Source: Omniture3

Page 4: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Digital Marketing Framework

• Natural Search is fully integrated within each component

of our Digital Marketing Framework

4

SEO is not

something you do.

It is what happens

when you do

everything else right.

Page 5: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Digital Marketing Framework

• Keyword Not Provided has

affected the methods we use in

some areas, but the impact on

our fundamental approach to

how we integrate search within

our Digital Marketing

Framework has been minimal

Catastrophe

No Impact

Irritating

Pain and Suffering Rating

Overall Rating Mildly Irritating

5

Page 6: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Digital Marketing Framework

• Within our Digital Marketing Framework, Keyword Not Provided has had the biggest impact for us in the areas of Insights and Measurement

• In the following slides we’ll review specific examples of how our processes have been impacted and how we’ve adapted to Life After Keyword Not Provided Insights

Catastrophe

No Impact

Irritating

Pain and Suffering Rating

Overall Rating – Mildly Irritating

Measurement

6

Page 7: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

the cloudcloud computing

Impact on Insights

cloud computing pdfenterprise cloud computing

what is cloud computing

what is the cloud

icloud

cloud computing for dummies

cloud computing examples cloud strategy

cloud computing solutionsprivate cloud architecture

cloud storage

cloud computing technology

cloud security

Xeon E5

Google Keyword

Planner

Paid Search

Analytics

Natural Search

Analytics

• Search helps us to better understand our audience. We utilize insights from

Search to inform multi-channel marketing including Content, Paid Search,

Social, Display and Retail Channel Support

• Search Insights process begins with collecting a master keyword landscape

7

Page 8: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on Insights

Google Keyword

Planner

Paid Search

Analytics

Natural Search

Analytics

• Google’s Keyword Planner is our primary source for keyword data

• We often augment data from the Keyword Planner with Analytics Data from

Paid and Natural Search

• We then Categorize the Keyword Landscape to surface insights and

opportunities

43%

25%

13%

7%

3%2% 2% 2% 2%

1%0%

0%

0%

Monthly Search by Topic

Cloud Computing - General

aaS - as a Service

Cloud Services - Providers and Industry

Cloud Security

Tools - Software and Development

Cloud Strategy - Implementation and Mgmt

Architecture and Technology

Servers - Data Center and Virtualization

Public - Private - Hybrid - Enterprise

10 gBE - Cloud Networking - SDN

Cloud Client

Mobile Cloud

Big Data Cloud

Source: Google Keyword Demand Data8

Page 9: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on InsightsOpportunity vs Performance Gap Analysis

Google Keyword

Planner

Paid Search

Analytics

Natural Search

Analytics

• Integration of Paid and Natural Search performance data with the categorized keyword

landscape of demand reveals gaps between opportunity and performance

• Keyword Level Natural Search Referral Data is a requirement to produce this view

0

2,0 00

4,0 00

6,0 00

8,0 00

10, 000

12, 000

14, 000

16, 000

18, 000

0

100 ,000

200 ,000

300 ,000

400 ,000

500 ,000

600 ,000

700 ,000

800 ,000

900 ,000

1,0 00,000

Global Monthly Search Demand Natural Search Paid Search

Source: Omniture and Google Keyword Demand Data9

Page 10: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on InsightsNatural Search Keyword Data in Web Analytics

Natural Search

Analytics

• In the past, we collected Keyword level Natural Search data from our Web

Analytics including Natural Search Referrals by Keyword for relevant pages

• Today, nearly all of our keyword level data is no longer accessible through Web

Analytics due to Keyword Not Provided

Source: Omniture10

Page 11: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on InsightsGoogle Adwords Paid & Organic Report

Natural Search

Analytics

Google AdWords Paid &

Organic Report provides

Natural Search keyword data

and has some nice features

but significant drawbacks have

limited its usefulness for our

purposes

Pros Cons

Natural Search Keyword Impressions/CTR

Account Linking limited to top level GWMT accounts

Natural Search Avg Ranking by Keyword

No Segmentation of Data by Page

Integrated Paid/Natural Performance by Keyword

Limited to Google

Exportability of large volumes of keywords

No Post-Click Metrics (conversions, etc)

Source: Google Adwords Paid & Organic Report11

Page 12: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on InsightsGoogle Webmaster Tools

Natural Search

Analytics

Google Webmaster Tools

provides high quality Natural

Search Keyword data

BUT

Only if Webmaster accounts

are configured properly

Pros Cons

Natural Search Keyword Impressions, Clicks, CTR

Heavily sampled data limits number of keywords with data

Natural Search Avg Ranking by Keyword

Keyword by Page data only available through interface one page at a time

Page Performance Data Limited to Google

No Post-Click Metrics (conversions, etc)

Source: Google Webmaster Tools Account Data12

Page 13: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on InsightsGoogle Webmaster Tools

• Google says that GWMT shows the top 2,000

queries but we have found that there is

significant sampling of the Keyword Data

• Keyword availability improves with progressive

granularity in GWMT accounts

• We have established GWMT accounts for top

level directories and many second level

directories totaling more than 100 GWMT

accounts

GWMT Account # of Account Level Exportable Keywords

(One month)

Additional Keywords Availableby Adding Directory-Level

GWMT Account

www.intel.com 4,392

…/content/www/us/en/ 5,017 3,070 (61%)

…/cloud-computing/ 2,802 2,781 (99%)

“Webmaster Tools shows data for the top 2,000 queries that returned your site at least once in search results”

support.google.com/webmasters/answer/35252?hl=en

Source: Google Webmaster Tools Account Data13

Page 14: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on Insights

Insights Data Sources

Google

KW

Planner

Paid

Search

Analytics

Natural

Search

Analytics

Google

Trends

Ranking

• How does our audience search for information?

• What Topics and SubTopics are most popular in

Search?

• What problems is our audience trying to solve?

• What products are they looking for?

• How does search interest trend over time?

• What are the authority sites that they are finding on the

first page of Search results?

• What types of content is Google displaying for different

types of queries?

• What share of Natural Search are we getting?

• What is the Share for our OEM and channel partners?

• What keywords drive the best conversions?

No Impact

Legend - Impact from Keyword Not Provided

Alternative Source Available No Alternative Source Available14

Page 15: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementClosing the Loop

“However beautiful the strategy, you should occasionally

look at the results.”

Winston Churchill

Measurement Best Practices

• Measure what our stakeholders care about

• Identify what’s working

• Find out why

• Then do more of it

15

Page 16: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Site Sections

Impact on MeasurementAsset-Centric Reporting

• Several years ago we shifted from keyword-centric reporting to

asset-centric reporting to better align with stakeholders’ goals

• Our measurement plan always begins by defining the Site Section

of interest to our stakeholder

• Each Site Section is a specific group of pages that will be the focus

of our performance reporting

Big DataCloud

ComputingMobile

Productivity

16

Page 17: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Natural Search

Page Level

Analytics

Impact on MeasurementSite Section Reporting - Overview

• Direct and Indirect Views for specific defined groups of

pages give stakeholders a more complete picture of the

impact of Natural Search

• Indirect Views carry the campaign in the early stages while

pages are building equity that later translates to Direct Views

as the campaign matures

0

100

200

300

400

500

600

700

0

1,0 00

2,0 00

3,0 00

4,0 00

5,0 00

6,0 00

Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Natural Views Direct

Natural Views Inter-Indirect

Natural Views Intra-Indirect

Natural EngagementsKeyword Not Provided

Impact Rating

No Impact

Source: Omniture17

Page 18: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting – Top Pages

• Page Level Direct and Indirect Views show which assets

earn their own views from Natural Search and which rely on

other pages for assistance through internal cross-linking

Natural Search

Page Level

Analytics

Keyword Not Provided

Impact Rating

No Impact

0 500 1,0 00 1,5 00 2,0 00 2,5 00 3,0 00 3,5 00

Site Section Page 1

Site Section Page 2

Site Section Page 3

Site Section Page 4

Site Section Page 5

Site Section Page 6

Site Section Page 7

Site Section Page 8

Site Section Page 9

Site Section Page 10

Natural Views Direct

Natural Views Inter-Indirect

Natural Views Intra-Indirect

Source: Omniture18

Page 19: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting – Page Level Trends

• Trended Views by Page helps us uncover stories to explain

performance and guide deeper investigation

Natural Search

Page Level

Analytics

0 500 1,0 00 1,5 00 2,0 00 2,5 00

Site Section Page 1

Site Section Page 2

Site Section Page 3

Site Section Page 4

Site Section Page 5

Site Section Page 6

Site Section Page 7

Site Section Page 8

Site Section Page 9

Site Section Page 10

3 Months Ago

2 Months Ago

Last Month

Keyword Not Provided

Impact Rating

No Impact

Source: Omniture19

Page 20: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting - Page Level Engagement

• Engagement data at the Page Level helps us refine content

and optimization in alignment with the interests of searchers

0% 10% 20% 30% 40% 50% 60%

0 500 1,000 1,500 2,000 2,500

Site Section Page 10

Site Section Page 9

Site Section Page 8

Site Section Page 7

Site Section Page 6

Site Section Page 5

Site Section Page 4

Site Section Page 3

Site Section Page 2

Site Section Page 1

Total Visits from Natural Search Engagement RateNatural Search

Page Level

Analytics

Keyword Not Provided

Impact Rating

No Impact

Source: Omniture20

Page 21: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting – Keyword Traffic

• Aligning GWMT Sites to Site Sections provides visibility to keyword

level Natural Search data

• We lose keyword level Engagement and Indirect Views however

Keyword Not Provided

Impact Rating

Mildly Irritating

Natural Search

Keyword Level

Analytics

0 50 100 150 200 250 300

Site Section Keyword 1

Site Section Keyword 2

Site Section Keyword 3

Site Section Keyword 4

Site Section Keyword 5

Site Section Keyword 6

Site Section Keyword 7

Site Section Keyword 8

Site Section Keyword 9

Site Section Keyword 10

3 Months Ago

2 Months Ago

Last Month

Source: Google Webmaster Tools Account Data21

Page 22: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting – Keyword Ranking

• Ranking data for target keywords helps answer questions

about changes in traffic performance

• Ranking reveals opportunities for improvement

Natural Search

Keyword Ranking

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8

1 - First Page Above the Fold (1 - 4) 2 - First Page Below the Fold (5 - 10)

3 - Page 2 - 3 (11 - 30) 4 - No Ranking Page (31+)

Keyword Not Provided

Impact Rating

No Impact

Source: Google Web Rankings22

Page 23: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementSite Section Reporting – Page Level Detail

• Keyword level data by Page IS available through the GWMT interface and can be used

for investigating a specific page but note that CTR and Avg position may not be available

when drilling down to keyword data under the page

• GWMT keyword level data by page CANNOT be exported from a GWMT account

Natural Search

Page Level

Analytics

Natural Search

Keyword Level

Analytics

Total Page Views from Natural Search 609

Direct Views from Natural Search 567

Inter-Indirect Views 24

Intra-Indirect Views 18

Engagement Rate 16.50%

Source: Omniture and Google Keyword Demand Data23

Page 24: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on Measurement

Dimension Natural Search Metric Impact

Sitewide | Site Section | Page

Total Page Views – Natural Search

Direct Page Views (Referrals) – Natural Search

Indirect Views – Natural Search

Engagement Rate – Natural Search

Keyword

Total Views – Natural Search

Direct Views – Natural Search

Indirect Views – Natural Search

Engagement Rate – Natural Search

Target Keyword Rankings

No Impact

Legend - Impact from Keyword Not Provided

Alternative Source Available No Alternative Source Available24

Page 25: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Impact on MeasurementIntegrating the Data

• We utilize the BrightEdge Platform to integrate data from Web

Analytics and GWMT with our target keyword ranking data in a single

integrated environment that facilitates investigation and analysis

GA Account for Page

Level Natural Metrics

• /US/

GWMT Accounts

Aligned to Site Sections

• /cloud-computing/

• /big-data/

• /virtualization/

• etc

BrightEdge Accounts

Aligned to Site Sections

• Cloud

• Big Data

• Virtualization

• etc

25

Page 26: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation

Key Take Aways

Minimize Pain and Suffering

brought on by Keyword Not

Provided by

1. Adopting a Page-Centric

approach to Measurement

2. Configuring GWMT in

alignment with Site Sections

Catastrophe

No Impact

Irritating

Pain and Suffering Rating

Overall Rating Mildly Irritating

26

Page 27: Life After Keyword Not Provided - A Case Study from Intel

© 2014 Intel Corporation