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How Marketers Can Deal With[NOT PROVIDED]

Alan K’nechtDigital Always MediaPartner: Analytics & Social

Focus On What Matters &Reverse Engineering Your Page

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About Me• Working with the Internet since 1994• Started with Digital Analytics in 1995• Also been a:

– Web developer– Analyst– SEO/Social Media

• Teach Digital Analytics for USF Online• Published 1st book in 2010

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About DAM

• Provides SEO, Social & Analytics Services & Consulting

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The Ultimate KPI/Metric

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Understand the Power ofData Sampling

• Don’t worry about “Not Provided”• Do you have a good sample?

– 10-20% is a good sample• Election polls sample less than 1% &

accurate within 4% - 4 out 5 times

• Reverse Engineering gives a good sample

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• Conversion rate – By Landing Page

• But which phrase(s)– Drive traffic– Does the page generate

conversations

Key Metric

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Focus on Non-Branded Terms

• Non branded terms– Opportunity to expand brand– Find people who don’t know about you

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Keywords Are Secondary

• Don’t worry about specific phrases• Think Landing Pages for organic

instead– Which ones are they?– Are these the landing pages you want?

• Do they lead to conversions?

– What can be done improve traffic to page

• Work backwards

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Identify Key Landing

• Examine landing pages in Analytics

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Filter For Only Organic Search

• Create a Filter or Segment (GA)

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Create a Word Cloud

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Create a Word Cloud

Created using: http://www.jasondavies.com

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Extract Dominant Words

Created using: http://www.jasondavies.com

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Build Likely Phrases

• Keywords:– Lasik, savings, cost, financing

• Likely Phrase– Cost of Lasik– Financing Lasik– Saving on Lasik

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Use GWMT to Find Phrases

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Use GWMT to Find Phrases

Opportunity?: Optimize for word “Surgery” on page

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Extract Dominant Words

Created using: http://www.jasondavies.com

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Fixing Key Landing Pages

• Lasik eye surgery cost

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• Compare Conversion rate for each page– /cost-of-lasik/ = 6.02%– /cost-of-lasik/....Canada = 3.49%

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Where are the Opportunities

• Examine list of matching keyword– Sort by Impressions– Is there room for SERP improvements– What can be done to improve CTR

• Examine Specific Landing Pages

• Conclusion:• Put SEO &CRO into/cost-of-lasik/ • Get more traffic with higher conversion

rates

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Repeat

• Repeat for all landing pages to specific keyword phrases (top 10 pages)

• Compare:– Engagement Rate– Conversion Rate

• Identify best landing page for Keywords

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Optimize

• Which is it better to optimize?– Top landing page for better

conversion– Top converting page for better traffic

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CASE STUDY

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Focused on Converting Pages

• Goal improve ranking & CTR• Results

– Slight reduction in organic traffic– Increase in conversion & conversion

value

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Impact of Optimization

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Take the Time & Dig

• Segment Regional data by– Branded vs non-branded– Primary phrases vs secondary phrases– Keyword phrases length

• 2 word vs. 3 word vs. 4 word phrases

• Export WMT Data to CSV– Import into a database for data mining

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Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

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