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MY CO-DEPENDENT
RELATIONSHIP WITH
GOOGLE
Tim Resnik  @tresnik  tim@moz.com
@tresnik
THE FIRST STEP TO RECOVERY
ADMIT THAT YOU
HAVE A PROBLEM
@tresnik
DEEP DEPENDENCY
@tresnik
AND IF…
Heart Stops!
@tresnik
BUT THEY NEED ME TOO, RIGHT
@tresnik
THEY USE OUR CONTENT
@tresnik
I MAKE MY SITE CRAWLABLE
@tresnik
@tresnik
I’M NOT SO STRONG
@tresnik
RECOVERY
ACCEPT WHAT YOU
CAN’T CHANGE
@tresnik
RECOVERY
CHANGE WHAT
YOU CAN
@tresnik
RECOVERY
TAKE CONTROL OF
YOUR DATA
@tresnik
A DATA DUMP OF DATA TACTICS
1. OWN YOUR TOPIC DATA
1. OWN YOUR SEARCH DATA
1. OWN YOUR SITE DATA
OWN YOUR
TOPIC DATA
@tresnik
COMPLETE CONTENT
SATURATION
@tresnik
OVER 7M POSTS PER DAY
http://www.slideshare.net/crumplezone
Courtesy Dr. Pete Meyers
@tresnik
AN UNGODLY AMOUNT OF VIDEO
100 HOURS UPLOADED
TO YOUTUBE PER MINUTE
@tresnik
AN UNGODLY AMOUNT OF VIDEO
684,000 YEARS WATCHED
ON YOUTUBE PER MONTH
@tresnik
AN ANNOYING # OF PRESS RELEASES
12,000 NEW PRESS
RELEASES PER MONTH
@tresnik
WE BECAME CONTENT MARKETERS
@tresnik
THE GOOD OL’ DAYS
http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
@tresnik
THE GOOD OL’ DAYS
Search Keyphrases* (Top 8)
full list
12,230 different keyphrases Search Percent
1. Card Player 5,500 5.2%
2. Cardplayer 5,100 4.8%
3. Cardplayer Magazine 3,300 3.1%
4. Card Player Poker 3,000 2.9%
5. Poker tournaments 2,200 2.0%
6. World Series of poker 1,700 1.6%
7. Card Player Magazine 1,500 1.4%
Other phrases 82,000 78.6%
* For example only. Not the real numbers
@tresnik
THE GOOD OL’ DAYS
Search Keyphrases*
Search Percent
125. … 75 .0007%
125. … 75 .0007%
125. Jeff Lisandro 75 .0007%
125. … 75 .0007%
126. … 73 .0007%
126. … 73 .0007%
126. … 73 .0007%
@tresnik
THE GOOD OL’ DAYS
@tresnik
THE GOOD OL’ DAYS
@tresnik
THE GOOD OL’ DAYS
100,000,000,000
Google Searches / Month
@tresnik
THE GOOD OL’ DAYS
Brand New Terms
The Rest
500,000,000 terms PER DAY are
brand new, never search before on
Google
@tresnik
THE GOOD OL’ DAYS
Measure Efforts Exploit Opportunities
FUTURE
PLACE
YOUR BETS
PAST
@tresnik
THAT WAS THEN...
@tresnik
(NOT PROVIDED)
@tresnik
NOPE
@tresnik
GWT CAN PROVIDE DATA, BUT…
GA doesn’t have
this
@tresnik
GWT CAN PROVIDE DATA, BUT…
# of KWs From GA
# of KWs From GWT
@tresnik
GWT CAN PROVIDE DATA, BUT…
Only 90 Days of Keyword Data
@tresnik
WHO NEEDS KEYWORD DATA?
Meta Data
Structured Data
@tresnik
PASS GA YOUR TOPIC DATA
@tresnik
USE A CUSTOM DIMENSION
For example: ga('send', 'pageview', {'dimension16': '< ?=$director?>’});
Step 1: put the value “Jose Padilha” in a
variable, $director
Step 2: send it to Google analytics
@tresnik
ANALYZE BY “DIRECTOR”
Use your custom variable
as the secondary
dimension to landing page
for Google search referrals
@tresnik
WORDPRESS SHORTCUTS
Categories, tags, author
@tresnik
CUSTOM VARIABLES W/ WORDPRESS
Video not available on SlideShare
@tresnik
AUTOMATING THE PROCESS
@tresnik
Create
Content
Extract
Keywords
and Entities
Store in a
Custom
Variable
Pass to GA
ENTITY EXTRACTION
Linked Data +
Natural Language
Tool Kits
@tresnik
Video not available on SlideShare
@tresnik
SOME TOOL SETS
• Stanford Natural Language Processing Group
• University of Illinois Cognitive Computation Group
• Stanbol
• Skyttle (and a bunch of others on Mashape)
• Dbpedia Spotlight
• Alchemy API
@tresnik
STRUCTURED DATA EXPERT
mjb@moz.com
@matthewjbrown
@tresnik
CONTENT GROUPING IN GA
@tresnik
CONTENT GROUPING IN GA
MyBeerBlog.com
IPA
OR CO
PALE
OR CO
PORTER
OR CO
@tresnik
CONTENT GROUPING IN GA
MyBeerBlog.com (1,000)
IPA
(500)
OR
(350)
CO
(150)
PALE
(300)
OR
(200)
CO
(100)
PORTER
(200)
OR
(150)
CO
(50)
@tresnik
CONTENT GROUPING IN GA
MyBeerBlog.com (1,000)
IPA
(500)
OR
(350)
CO
(150)
PALE
(300)
OR
(200)
CO
(100)
PORTER
(200)
OR
(150)
CO
(50)
More investigation needed, but looks promising
@tresnik
CONTENT GROUPING IN GA
@tresnik
METHOD #1: EXTRACTION
MyBeerBlog.com/reviews/ipa/or/double-mountain-review
A little RegEx: /reviews/(.*)/
ipa
@tresnik
METHOD #2: RULES-BASED
@tresnik
METHODS 1 AND 2 DON’T WORK
HERE
@tresnik
METHOD #3: TRACKING CODE
@tresnik
METHOD #3: TRACKING CODE
ga('set', 1, ’Social Media');
OWN YOUR
SERP DATA
@tresnik
GONE ARE THE DAYS…
@tresnik
@tresnik
SEARCH REFERRALS IN GA
@tresnik
GOOGLE REFERRAL STRING
https://www.google.com/url?sa=t&rct=j&q=&es
rc=s&source=web&cd=1&cad=rja&ved=0CDIQFj
AA&url=http%3A%2F%2Fradiohead.com
This string can help!
ved=0CDIQFjAA
@tresnik
EXAMPLE OF ‘VED’ CODES
Vertical (Universal Search) Code
Q F j Organic Search
Q q Q I w News OneBox (link)
Q p w I News OneBox (image)
Q 9 Q E w Image OneBox
Q t w l w Video OneBox (link)
Q u A I w Video OneBox (image)
Q j B Organic Search - Sitelink
Q o h 0 Local Carousel
B E P 4 d Knowledge Graph image (non-leading)
@tresnik
WITHOUT VED SEGMENTATION
@tresnik
WITH VED SEGMENTATION
@tresnik
SET UP A NEW PROFILE
@tresnik
SETUP 2 FILTERS
@tresnik
FILTER #1
Regex
to
capture
VED in
referral
string
@tresnik
FILTER #1
We’ll
use this
in the
next
filter:
“VED –
CD”
@tresnik
FILTER #2
Calls the
custom field
we just
created:
“VED – CD”
Extracts
the
referring
search
engine
@tresnik
THE RESULT
@tresnik
CREATE ADVANCED SEGMENTS
@tresnik
USE IT TO MAKE DECISIONS
Bubble up
areas to
optimize
@tresnik
USE IT TO MAKE DECISIONS
This referral
is from a
sitelink in
the 6th
position
@tresnik
USE IT TO MAKE DECISIONS
OWN YOUR
SITE DATA
@tresnik
WHAT GWT IS GOOD AT
@tresnik
WHAT GWT IS NOT TOO GOOD
AT
@tresnik
SCREAMING FROG CAN TOO
@tresnik
BALL DON’T LIE
@tresnik
LOGS DON’T LIE
@tresnik
LOGS DON’T LIE
@tresnik
LOGS DON’T LIE
@tresnik
0
1000000
2000000
3000000
4000000
5000000
6000000
June 6th June 27th August
6th
Septh 6th Oct 9th Nov 5th Dec 12 Jan 9th April 13th May 17th July 2nd Oct 7th Dec 10th
Requests
Requests from Spiders
GoogleBot
BingBot
Google Adsens
TREND THE CRAWL RATE
@tresnik0
50000
100000
150000
200000
250000
300000
350000
400000
Oct 9th Nov 5th Dec 12th Jan 9th Feb 2nd April 13th May 17th Jul 2nd Oct 7th Dec 10th May 27th
AxisTitle
404s vs. 301s
404 (axis-2
301
TREND THE RESPONSE CODES
@tresnik
TRACK ERRORS W/ MOZ
@tresnik
ASK THE GOOGLE INDEX
Probably
dupe content
@tresnik
HE’S JUST
NOT THAT
INTO YOU
@tresnik
OWN YOUR TOPIC DATA
@tresnik
OWN YOUR SERP DATA
@tresnik
OWN YOUR SITE DATA
THANK YOU!
TIM RESNIK  @TRESNIK 
TIM@MOZ.COM

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Google Data Independence - Search Exchange 2014

Notas do Editor

  1. PR NEWSWIRE CONTENT MARKETIN
  2. And we did this with data.
  3. I logged in to AWStats (a log based web analytics program) and had a look our organic search traffic. This is approximately what I saw:
  4. Redo John Wiley, Lead Designer for Google Search http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html Great opportunity, but no keyword data 
  5. That was then and this is now. Google announced at the end of 2013 that soon all keyword data will be redacted from search referral traffic information.
  6. You can now use your content groups as a dimension for for search referral traffic
  7. Three ways to di it Extraction Rule Set Tracking Code
  8. Just like a custom variable, you can automate to pass through a category, tag or other metadata
  9. Just like a custom variable, you can automate to pass through a category, tag or other metadata
  10. Credit Dr Pete http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking A: Local Carousel B: Music & Song Carousel C, R & W: Ads D & T: Shopping Ads E: Direct Answers F & N: Image Results G & H: Sitelinks I: Video Results J, M & Y: Local Results, The Seven Pack & Maps K: Authorship L: Rich Snippets O: News Results P: Personalized Results Q: In-Depth Articles S: Related Searches U, V & X: Knowledge Graph Box
  11. How much is a news referral worth compared to a video result. The way G displays your data ni GA there is no way to know.