not provided? get over it! moving from keyword research to content research
TRANSCRIPT
NOT
PROVIDEDShifting from Keyword Research to Content Research
by Nichola Stott
WHAT ISNOT
PROVIDED?
October 2011Google no longer passing organic
search keyword for logged-in users
Effects ALL web analytics including
GA, Omniture, Piwik and others
March 2012
Default to SSL on Google
Firefox
WHAT
DOES
This Mean?
YEAR ON YEAR REPORTINGNot Apples for Apples
Rank Traffic
Efforts to shift focus away from Rank to Traffic
THWARTED!
Remaining Keyword DataNot statistically significant to
extrapolate
Visits by Organic Keyword
No Longer robust enough to inform
Keyword strategy
USE ADWORDS
DOH
!
BEHAVIOURAL – Create Advanced Segment and monitor
where not provided leads visit to (landing page)
DATA
Add Google Webmaster Tools to Google Analytics
and pro-rata calculate queries X CTR to get
approximate equivalent (2 day lag)
ULTIMATELYGET OVER IT
No meaningful, reliable way to
understand that data for basic
keyword research
Using existing visit by
Organic Keyword is
PREACHING TO THE
CHOIR
Conversion tracking
and data hacks more
important than ever
Change of mindset from
Keyword Research to
Content Research
UNDERSTANDINGPurchase Journey
Only Four Types of query
EVER. End of…
Informational Transactional
Navigational Connectivity
Informational Transactional Navigational
RESEARCH SELECT PURCHASE
WHAT QUESTION/DECISIONS INFORM
OUR CUSTOMER PURCHASE?
Process?
Licence?
Model or
Spec?
Pictures?
Safety?
Monitoring
TRENDING
TOPIC MINING
Go Offline
Instead look forward to
what potential
customers want to
know
Make content that
answers those
questions at each stage
of the purchase journey
The Google Analytics
visits by Organic
Keywords is no longer
useful
THANKSFOR LISTENING
Tel: +44(0)1420 540227
E-mail: [email protected]
Twitter: @NicholaStott
Web: www.themediaflow.com
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