1. Search Marketing:
Optimizing for the Future
Thursday, October 24
sponsored by::

2. Our Sponsors

3. Moderator
Christopher Hosford
East Coast Bureau Chief
BtoB Magazine

4. Housekeeping
Submit
Questions

5. Housekeeping
Download
Slide Decks

6. TWEET
#B2BWC

7. CUT THROUGH THE NOISE

8. Panelist
Serena Peterson
SEO Manager
Covario

9. / COVARIO
GOOGLE HUMMINGBIRD FOR B2B
Serena Peterson, SEO Manager, Covario

10. WHAT IS HUMMINGBIRD?
On Sept. 26, 2013, Google announced a new algorithm to its search
engine named Hummingbird. This allows Google to handle more
complex search queries beyond a strict keyword basis. Complex
search queries via natural language search will enable users to go
beyond searching and move toward speaking.

11. SHIFTING AWAY FROM STRICTLY KEYWORDS
Paid
Knowledge
Graph
Results
Natural
Search
Engine
Results
(SERPS)
The Hummingbird algorithm is designed to enhance the
Google Knowledge Graph, a massive graph of realworld things and their connections.
11 /
©2012 Covario, Inc. All rights reserved.

12. GOOGLE BECOMES AN ANSWER ENGINE
Results
based on
graphed
connections
100 billion searches are being made a month and 16%
of searches every day are new. Hummingbird will help
searchers answer questions and discover more.
12 /
©2012 Covario, Inc. All rights reserved.

13. GOOGLE VOICE SEARCH IS EVERYWHERE
Google’s Hummingbird algorithm when coupled with
Voice Search can understand intent. Semantic qualifiers
(what, why, when, where) in queries with multiple
words will prompt cultivated results.
13 /
©2012 Covario, Inc. All rights reserved.

14. CONVERSATIONAL SEARCH IN ACTION
Standard search
Voice
Search
Voice Search results will level the playing
field. Niche content outranks top sites,
such as Wikipedia and Drupal.
14 /
©2012 Covario, Inc. All rights reserved.

15. B2B SEO CONTENT FOR HUMMINGBIRD

16. DETERMINE B2B CONTENT GOALS
KPIs
Step 1
Lead Gen, Sales,
Education, Awareness,
Traffic
Step 2
Step 3
Content
Articles, Blogs, White
Papers, Webinars,
Reports, Case Studies,
Social Posts, eBooks
KPIs
Content
Distribution
Distribution
Websites, Blogs, Social
Media Platforms,
Downloads
16 /
©2012 Covario, Inc. All rights reserved.

17. CULTIVATE SEO KEYWORDS FOR TOPICS
Topical
target term
Once KPIs are established, perform Keyword
Research to identify topical reference terms to
build out seed list of natural language variations.
17 /
©2012 Covario, Inc. All rights reserved.

18. GO LONG TAIL WITH SEED LIST
Utilize qualifiers
Keyword Search Volume
cms software
free cms software
cms software downloads
cms software consultant
how do i find a cms
consultant in new york city
- Conversion Rate +
Share all seed terms pre-launch with content
marketing team and editorial for natural integration.
18 /
©2012 Covario, Inc. All rights reserved.

19. MARK IT UP FOR RICHER RESULTS
B2B marketers can
leverage schema.org
markup for products,
ratings, reviews,
authors, events,
locations and videos.
Sites that implement
structured mark up can
see a 20-30% increase
in click-through rates.
Bread crumb and rating mark up featured
19 /
©2012 Covario, Inc. All rights reserved.

20. BE MOBILE, YOUR AUDIENCE IS!
Percentage of Internet Use Worldwide
Percentage of Search
2013 mobile internet use should approach 20% and
mobile search 33%. Dynamically serve content based on
the user’s intent that enhances all user experiences,
including local and mobile.
20 /
©2012 Covario, Inc. All rights reserved.

21. CONNECT VIA AUTHORSHIP & GOOGLE+
Companies
can use
Publisher
when not
relying on
public authors
Authorship markup helps Google find and present
relevant authors and experts in Google search results.
21 /
©2012 Covario, Inc. All rights reserved.

22. DISTRIBUTE IN RELEVANT PLATFORMS
Natural
Language
CONTENT
Customize content and select the correct platform
(no multi-platform blasts). The key is tailoring the
natural, long form content to the correct audience.
22 /
©2013 Covario, Inc. All rights reserved.

23. RESOURCE LINKS

24. GO INSIDE SEARCH FROM GOOGLE
http://www.google.com/insidesearch/howsearchworks/thestory/
24 /
©2012 Covario, Inc. All rights reserved.

25. FREE DOWNLOAD FROM COVARIO
http://www.covario.com/download-googles-hummingbird-update/?mtag=batb
25 /
©2012 Covario, Inc. All rights reserved.

26. THANK YOU!
26 / © 2012 Covario, Inc. All rights reserved.

27. Panelist
Ray "Catfish" Comstock
Director, SEO
BusinessOnline

28. Google Changes to Keyword
Not provided
Understanding Performance Changes
Ray “Catfish” Comstock

29. Agenda
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Address changes to Google Keyword Not Provided
+ What it happened?
+ What it means?
+ What can we do?
BusinessOnline Recommendations
+ Expand number of keywords for rank checking
+ New SEO performance metrics
+ Immediate education plan
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

30. Changes to Keyword Not Provided
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent
What Happened?
Google now redirects all users to a secure search page which will block all keyword referral data from
any analytics platform.
What this means:
+ Changes only affect how we measure and report SEO performance
+ Organic traffic from Google can no longer be tracked at a keyword
level via analytics
+ There will be a limited amount of keyword referral data available in
Google Webmaster tools
+ No longer have visibility into traffic numbers
+
+
+
Brand / Non Brand
Long Tail Performance
By Keyword Group
+ Decrease in visibility for new keyword opportunities
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

31. What it Means to Marketers
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent
Immediate Impact:
+ Measuring and understanding SEO performance is now more difficult and not 100% accurate
+ The cause of SEO traffic changes over a given time period can no longer be directly measured
+ Marketers will have to rely on KPI trends to understand
performance changes in lieu of the data that is now gone
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

32. Reaction to 100% Keyword Not Provided
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent
How to Measure SEO Performance Going Forward:
+ Expand the number of client keywords that we track rankings for
+ Develop a new set of metrics for SEO performance reporting
+ Education program for new SEO landscape
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

33. BusinessOnline
Recommendations
How to Address the lack of Visibility in Keyword Search Activity

34. Expand Number of Keywords for Rank Checking
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Increase visibility to overall keyword portfolio
Keyword Rankings Gain in Prominence:
+ Keyword rankings are now the only way to understand keyword
level performance (except Google Webmaster Tools data)
+ Keyword rankings should be checked for any historical keywords
that have driven significant traffic
URL Level Keyword Rankings Very Important:
+ Correlating URL level traffic changes to keyword ranking
changes is now critical to understand performance changes
+ The more URL specific keyword rankings that are available for
analysis, the more insight that will be available into SEO
performance changes
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

35. New SEO Performance Metrics
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Develop a New Set of Priority Metrics for SEO Performance
Adapt reporting to bring in new KPIs to replace Google keyword data
Ranking, traffic and conversions
+ Total traffic
+ Page level traffic changes
+ Expanding keyword rankings
+ Leveraging historical data / PPC data
+ Google Webmaster Tools
Additional metrics
+ Ranking by geography
+ Link management
+ Internal link changes
+ Historical page changes
+ Competitive analysis
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

36. New SEO Performance Metrics
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Develop a New Set of Priority Metrics for SEO Performance
A sample SEO URL performance reporting structure might look like:
URL: http://www.example.com
Total Traffic:
Last Period: xxxx
Current Period: xxxx Change: +/- xxxx
Rankings
Last Period: #4
Current Period: #1
Traffic
Last Period: xxx
Current Period: xxx Change: xxx
Keyword 1:
Change: +3
(***traffic numbers only if they exist in GWT)
Keyword 2:
Rankings
Last Period: #10
Current Period: #6
Change: +4
Traffic
Last Period: xxx
Current Period: xxx Change: xxx
(***traffic numbers only if they exist in GWT)
ETC
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

37. SEO Education Program
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Explaining the new changes to our clients
SEO Education for All Team Members
+ Update team members on new Google changes
+ All searches secure
+ Historical data affected by keyword unavailable
+ Update team members on implications of changes
+ Keyword level reporting no longer possible
+ Year over year keyword performance data no longer relevant
+ Explain how to measure SEO performance
+ Roll out new report dashboards
+ Implications of new KPI metrics
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

38. Summary
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Google Change to 100% Keyword Unavailable Affects:
+ How you measure SEO performance
+ How you react to performance changes
New Metrics Prioritized:
+ Year over Year Traffic
+ URL Level Traffic
+ Google Webmaster Tools Keyword Data
+ Expanded Keyword Rankings
Immediate Action Plan:
+ Change KPIs / Develop New Dashboards
+ Educate Team MembersVisibility in Keyword Search Activity
@BOLOptimized
© 2013 BusinessOnline. All rights reserved.

40. Q&A

41. We’re Sorry
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difficulties. Please stand by.