Relax, (not provided) data is not the end of the world. In this presentation from SMX West 2012 on "Life in a (not provided)" world I offer some work-a-rounds and alternative approaches within Google Analytics to keyword data and branded vs. non-branded search metrics, along with some custom segment suggestions and a quick look at mobile data, which mostly does not include (not provided).

1. Life
In
A
[Not
Provided]
World
Presented
by
Max
Thomas
|
March
1,
2012

2. First
Off,
Who
Am
I?
• Name:
Max
Thomas
• TwiNer:
@ThunderMax
• Title:
President
• LinkedIn:
linked.in/maxthomas
• Company:
Thunder
SEO
• Read
My
Posts:
bit.ly/max-­‐blog

3. Miranda
=
Google

4. White
Hat
SEOer

5. Speechless
=
(not
provided)

7. Focus
On
Analy[cs

8. You’re
Right…It’s
Not
Perfect

9. SEO
KPI
Branded
vs.
Non-­‐Branded
Search

10. Overall
Non-­‐Branded
Search
Ra[o
Non-­‐Branded
Organic
Search
less
(not
provided)
/
All
Organic
Search
less
(not
provided)

11. Locate
Organic
Search
Traffic
&
(not
provided)

12. Custom
Segment
To
Filter
Branded
Keywords

13. Include
Medium
“Organic”
In
Custom
Segment

14. Overall
Non-­‐Branded
Search
Ra[o
Non-­‐Branded
Organic
Search
less
(not
provided)
/
All
Organic
Search
less
(not
provided)
4,212
–
541
/
3,346
–
541
=
76%
Here,
(not
provided)
represents
13%
of
traffic.

15. Drill
Down:
Landing
Page
Search
Traffic
Select
View
Click

16. Drill
Down:
Landing
Page
(not
provided)

17. Home
Landing
Page
Non-­‐Branded
Ra[o
Home
Non-­‐Branded
Organic
Search
less
Home
(not
prov)
/
All
Home
Organic
Search
less
Home
(not
prov)

18. Locate
Home
Organic
Search
Traffic

19. Locate
Home
Non-­‐Branded
Search
Traffic

20. Locate
Home
(not
provided)

21. Home
Landing
Page
Non-­‐Branded
Ra[o
Home
Non-­‐Branded
Organic
Search
less
Home
(not
prov)
/
All
Home
Organic
Search
less
Home
(not
prov)
941
–
221
/
1,438
–
221
=
59%

22. Non-­‐Branded
Ra[o
Comparisons
Overall
Site
=
76%
Home
Page
=
59%

23. Treat
All
Home
(not
provided)
As
Branded
• Not
Universally
Recommended
• Check
Non-­‐Branded
Search
Ra[o
Of
Available
Keywords
First
• If
Ra[o
Is
Very
Low,
Then
Perhaps
100%
Branded
/
0%
Non-­‐Branded
Is
Possible

24. Non-­‐Branded
Ra[os
By
Landing
Pages
(LP)
Site/LP
Non-­‐Branded
Search
LP
1)
Home
59%
LP
2)
Services
Page
99%
LP
3)
Services
Page
100%
44%
LP
4)
Pricing
Page
42%
LP
5)
Informa[ve
Content
100%
LP
6)
Informa[ve
Content
88%
Weighted
Average
LP
7)
Contact
6%
62%
Of
Search
Traffic
LP
8)
Informa[ve
Content
100%
LP
9)
Infographic
94%
LP
10)
Informa[ve
Content
94%

25. Non-­‐Branded
Ra[os
By
Landing
Pages
(LP)
Site/LP
Non-­‐Branded
%
(not
Search
provided)
Overall
76%
13%
LP
1)
Home
59%
15%
LP
2)
Services
Page
99%
9%
LP
3)
Services
Page
100%
9%
LP
4)
Pricing
Page
42%
12%
LP
5)
Informa[ve
Content
100%
9%
LP
6)
Informa[ve
Content
88%
15%
LP
7)
Contact
6%
10%
LP
8)
Informa[ve
Content
100%
6%
LP
9)
Infographic
94%
6%
LP
10)
Informa[ve
Content
94%
9%

26. Conversions
Non-­‐Branded
Ra[o
Completed
Goals
Non-­‐Branded
Organic
Search
less
Comp
Goals
(not
prov)
/
All
Completed
Goals
Organic
Search
less
Comp
Goals
(not
prov)
38%

27. Non-­‐Branded
Ra[o
Comparisons
Overall
Site
=
76%
Home
Page
=
59%
Top
10
Landing
Pages
=
44%
Conversions
=
38%

28. Handy
Dandy
Spreadsheet
Blue
=
Input

29. Mobile
&
(not
provided)

30. Mobile
Vs.
Desktop
Non-­‐Branded
Search
Desktop
Mobile
Overall
53%
50%
LP
1
–
Home
Page
16%
14%
LP
2
–
Content
7%
5%
LP
3
–
Product
59%
63%
LP
4
–
Careers
6%
6%
LP
5
–
Management
6%
3%
LP
6
–
Product
16%
7%
LP
7
–
Product
30%
29%
LP
8
–
Career
99%
99%
LP
9
–
Product
19%
24%
LP
10
-­‐
Product
4%
0%

31. Spreadsheet
&
Steps
Visit
Following
URL
To
Download
Spreadsheet
&
Steps:
bit.ly/thunderseo-­‐smx

32. Thank
You!
Ques[ons?
max@thunderseo.com
@ThunderMax