Nick Garner - DigitasLBi SEO Meet Up - 05/09/2013

1. Lbi Meetup
Nick
Garner
SearchWorks Digital has a new name...

2. Lbi Meetup
What if we were in a 100%
(not provided) world...
Speaker: Nick Garner
SearchWorks Digital has a new name...

4. 100% not provided - few years away?
http://www.agencym.com.au/blog/2013/05/keyword-not-provided-and-seo-reporting/

5. Why bother working around it?
There are 2 things
● Know your SEO perfomance
● Setting SEO strategy
It gives you one of these

6. 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

7. 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

8. No more keyword data for the long tail

9. How do you put it together?
Que? have a processOr

10. 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.

11. Traffic formula
Semrush data
Estimated search volume
x
Ranking position CTR

12. 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...

13. CTR per position
Another way to look at CTR: by session
http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries

14. 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 Google
In 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.

15. Gather Your KW’s
Semrush / Searchmetrics / Google Adwords keyword finder / Linkdex
Semrush data

16. Guess the tool?

17. Lots of KW’s / lots of pages

18. Keywords, tagged in logical groups

19. All tracked KW’s 1 page + theme groupings

20. Performance by KW theme / per page

21. Keywords, other pages / rankings

22. 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

23. Steer your pages where you want

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

25. Do this process right in a world of not provided, you only shift a little.
Attribution spectrum
PR PPC
Organic
Future
Organic
Now
TV

26. Build an organic search:
...In a not provided world

27. Ranking growth over time

28. Conversion and CTR rates per position

29. Revenue based on projections

31. Customised CTR, Conv. By Keyword (Sept. Launch)
Imagine a rank modelling tool, where you could set accurate forecasts for
search performance...headache free!