What if we were in a 100% (not provided) world...

Speaker: Nick Garner

SearchWorks Digital has a new name...

100% not provided - few years away?

http://www.agencym.com.au/blog/2013/05/keyword-not-provided-and-seo-reporting/

Why bother working around it?

There are 2 things ● Know your SEO perfomance● Setting SEO strategy

It gives you one of these

Now: A mental framework for SEO performance data

A triangulation of multiple sources of data ● Rankings (Checking / G.WMT)● Traffic to pages● Estimated search Volume / CTR per

position

Rankings & Est Vol

Traffic by keyword from web analytics

Organic traffic by landing page from web analytics

The future: A mental framework

● Bigger, better rank checking! ● Connect KW’s with Pages.

Rankings& Est Vol

Organic traffic by landing page from web analytics

Traffic by keyword from web analytics

No more keyword data for the long tail

How do you put it together?

Que? have a processOr

Rank checking & Est Vol

Use phrase visibility 10 keyword 1 check a month = no great significance 1000 keywords checked a week = is more solid

So think...● Multiple keywords per page● Many keywords and pages per

site

Put it them all into containers on a platform.

Traffic formula

Semrush data

Estimated search volume

x

Ranking position CTR

CTR per position

http://www.optify.net/wp-content/uploads/2011/04/Changing-Face-oof-SERPS-Organic-CTR.pdf

It’s really important in a not provided world...

CTR per positionAnother way to look at CTR: by session

http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries

Keyword volume data… :-(

“The Keyword Planner has no match type data for search volume, no device targeting, and no global vs. local monthly searches. At this time the option to filter by closely related search terms is gone, but Google says it will be brought back in the coming weeks.”http://www.searchenginejournal.com/google-keyword-tool-officially-replaced-keyword-planner/68171/

From GoogleIn general, you’ll notice that the average search volume data is higher in Keyword Planner as compared to the exact match search volume data you got with Keyword Tool. That’s because we’ll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets, and mobile phones). With Keyword Tool, we showed you average search volume for desktop and laptop computers by default.

Gather Your KW’sSemrush / Searchmetrics / Google Adwords keyword finder / Linkdex

Semrush data

Lots of KW’s / lots of pages

Keywords, tagged in logical groups

All tracked KW’s 1 page + theme groupings

http://econsultancy.com/uk/blog/8342-how-to-steal-some-not-provided-data-back-from-googleSearch: econsultancy steal not provided

Google analytics hack: See where NP traffic is going

Before:

After:

Performance by KW theme / per page

Keywords, other pages / rankings

MOARRRR DATA!!!!

Organic traffic ratios to the target page to understand how well they were optimised, even though you don't know exactly which keywords you ranked on.

Analytics Data

Steer your pages where you want

Conclusion

Connect the facts and you can work around not provided, it just takes a process and framework

Do this process right in a world of not provided, you only shift a little.

Attribution spectrum

PR PPCOrganicFuture

Organic NowTV

Build an organic search:

...In a not provided world

Ranking growth over time

Conversion and CTR rates per position

Revenue based on projections

Customised CTR, Conv. By Keyword (Sept. Launch)

Imagine a rank modelling tool, where you could set accurate forecasts for search performance...headache free!

Lbi Meetup

Nick GarnerSearchWorks Digital has a new name...