life after keyword not provided - a case study from intel

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Smx West 2014 Session #Smx #24A - Life After Not Provided Presentation Life After Keyword Not Provided - A Case Study From Intel By Laura Ann Mitchell Of Intel

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  • 1. 2014 Intel Corporation Life After Keyword Not Provided March 2014 Laura-Ann Mitchell Ken Shults
  • 2. 2014 Intel Corporation Background Fortune 50 technology company with more than 100,000 employees Substantial digital presence including More than 600 domains More than 100,000 pages of content in more than 35 languages Natural Search to Intel websites has increased by more than 20% per year since establishing a centrally managed SEO program in 2008 2008 2009 2010 2011 2012 2013 2 Source: Omniture
  • 3. 2014 Intel Corporation Keyword Not Provided Prior to Keyword Not Provided Huge variety of diverse keywords bringing Natural Search traffic to Intel with an average of more than 3 million unique keywords each month The largest individual keyword, Intel, accounted for about 6% of our total Natural Search 2011-Q1 2011-Q2 2011-Q3 2011-Q4 2012-Q1 2012-Q2 2012-Q3 2012-Q4 2013-Q1 2013-Q2 2013-Q3 2013-Q4 projected 2014-Q1 Total Natural Search - Keyword Known Total Natural Search - Keyword Not Provided Since Keyword Not Provided Visibility in analytics data to an average of around 700,000 unique keywords each month, most of which coming from outside the US Keyword Not Provided now accounts for slightly more than 87% of our total Natural Search Source: Omniture 3
  • 4. 2014 Intel Corporation Digital Marketing Framework Natural Search is fully integrated within each component of our Digital Marketing Framework 4 SEO is not something you do. It is what happens when you do everything else right.
  • 5. 2014 Intel Corporation Digital Marketing Framework Keyword Not Provided has affected the methods we use in some areas, but the impact on our fundamental approach to how we integrate search within our Digital Marketing Framework has been minimal Catastrophe No Impact Irritating Pain and Suffering Rating Overall Rating Mildly Irritating 5
  • 6. 2014 Intel Corporation Digital Marketing Framework Within our Digital Marketing Framework, Keyword Not Provided has had the biggest impact for us in the areas of Insights and Measurement In the following slides well review specific examples of how our processes have been impacted and how weve adapted to Life After Keyword Not Provided Insights Catastrophe No Impact Irritating Pain and Suffering Rating Overall Rating Mildly Irritating Measurement 6
  • 7. 2014 Intel Corporation the cloud cloud computing Impact on Insights cloud computing pdfenterprise cloud computing what is cloud computing what is the cloud icloud cloud computing for dummies cloud computing examples cloud strategy cloud computing solutions private cloud architecture cloud storage cloud computing technology cloud security Xeon E5 Google Keyword Planner Paid Search Analytics Natural Search Analytics Search helps us to better understand our audience. We utilize insights from Search to inform multi-channel marketing including Content, Paid Search, Social, Display and Retail Channel Support Search Insights process begins with collecting a master keyword landscape 7
  • 8. 2014 Intel Corporation Impact on Insights Google Keyword Planner Paid Search Analytics Natural Search Analytics Googles Keyword Planner is our primary source for keyword data We often augment data from the Keyword Planner with Analytics Data from Paid and Natural Search We then Categorize the Keyword Landscape to surface insights and opportunities 43% 25% 13% 7% 3% 2% 2% 2% 2% 1% 0% 0% 0% Monthly Search by Topic Cloud Computing - General aaS - as a Service Cloud Services - Providers and Industry Cloud Security Tools - Software and Development Cloud Strategy - Implementation and Mgmt Architecture and Technology Servers - Data Center and Virtualization Public - Private - Hybrid - Enterprise 10 gBE - Cloud Networking - SDN Cloud Client Mobile Cloud Big Data Cloud Source: Google Keyword Demand Data 8
  • 9. 2014 Intel Corporation Impact on Insights Opportunity vs Performance Gap Analysis Google Keyword Planner Paid Search Analytics Natural Search Analytics Integration of Paid and Natural Search performance data with the categorized keyword landscape of demand reveals gaps between opportunity and performance Keyword Level Natural Search Referral Data is a requirement to produce this view 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 Global Monthly Search Demand Natural Search Paid Search Source: Omniture and Google Keyword Demand Data 9
  • 10. 2014 Intel Corporation Impact on Insights Natural Search Keyword Data in Web Analytics Natural Search Analytics In the past, we collected Keyword level Natural Search data from our Web Analytics including Natural Search Referrals by Keyword for relevant pages Today, nearly all of our keyword level data is no longer accessible through Web Analytics due to Keyword Not Provided Source: Omniture 10
  • 11. 2014 Intel Corporation Impact on Insights Google Adwords Paid & Organic Report Natural Search Analytics Google AdWords Paid & Organic Report provides Natural Search keyword data and has some nice features but significant drawbacks have limited its usefulness for our purposes Pros Cons Natural Search Keyword Impressions/CTR Account Linking limited to top level GWMT accounts Natural Search Avg Ranking by Keyword No Segmentation of Data by Page Integrated Paid/Natural Performance by Keyword Limited to Google Exportability of large volumes of keywords No Post-Click Metrics (conversions, etc) Source: Google Adwords Paid & Organic Report 11
  • 12. 2014 Intel Corporation Impact on Insights Google Webmaster Tools Natural Search Analytics Google Webmaster Tools provides high quality Natural Search Keyword data BUT Only if Webmaster accounts are configured properly Pros Cons Natural Search Keyword Impressions, Clicks, CTR Heavily sampled data limits number of keywords with data Natural Search Avg Ranking by Keyword Keyword by Page data only available through interface one page at a time Page Performance Data Limited to Google No Post-Click Metrics (conversions, etc) Source: Google Webmaster Tools Account Data 12
  • 13. 2014 Intel Corporation Impact on Insights Google Webmaster Tools Google says that GWMT shows the top 2,000 queries but we have found that there is significant sampling of the Keyword Data Keyword availability improves with progressive granularity in GWMT accounts We have established GWMT accounts for top level directories and many second level directories totaling more than 100 GWMT accounts GWMT Account # of Account Level Exportable Keywords (One month) Additional Keywords Available by Adding Directory-Level GWMT Account www.intel.com 4,392 /content/www/us/en/ 5,017 3,070 (61%) /cloud-computing/ 2,802 2,781 (99%) Webmaster Tools shows data for the top 2,000 queries that returned your site at least once in search results support.google.com/webmasters/answer/35252?hl=en Source: Google Webmaster Tools Account Data 13
  • 14. 2014 Intel Corporation Impact on Insights Insights Data Sources Google KW Planner Paid Search Analytics Natural Search Analytics Google Trends Ranking How does our audience search for information? What Topics and SubTopics are most popular in Search? What problems is our audience trying to solve? What products are they looking for? How does search interest trend over time? What are the authority sites that they are finding on the first page of Search results? What types of content is Google displaying for different types of queries? What share of Natural Search are we getting? What is the Share for our OEM and channel partners? What keywords drive the best conversions? No Impact Legend - Impact from Keyword Not Provided Alternative Source Available No Alternative Source Available 14
  • 15. 2014 Intel Corporation Impact on Measurement Closing the Loop However beautiful the st

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