O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Próximos SlideShares
Item work expenses inside Malaysia for producers at the moment are growing.
Avançar
Transfira para ler offline e ver em ecrã inteiro.

Compartilhar

Life in a Not Provided World at SMX West 2012 by Micah Fisher-Kirshner

Baixar para ler offline

Presentation around how to handle the change with keywords not provided and what it may mean for Google at SMX West 2012 by Micah Fisher-Kirshner.

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo
  • Seja a primeira pessoa a gostar disto

Life in a Not Provided World at SMX West 2012 by Micah Fisher-Kirshner

  1. 1. Living in a Post-Keyword World Micah Fisher-Kirshner | Senior SEO Manager www.become.comMarch 1st 2012
  2. 2. Quick Stance – Ally Bank’s Ad
  3. 3. Quick Questions – Did You Know? 1. Who dislikes the change? 2. Of those, who uses Google Analytics? 3. Did you know last-click attribution differs for direct traffic?* *Exception for Multi-Channel Funnel report No right to complain then
  4. 4. Google Revenue Inefficiencies  Not everything is a conspiracy!  Keyword learnings in SEO can no longer be used as often for PPC • Optimization around page relevancy • Long-tail visits • Seeing where SEO does better than PPC  Certain industries utilize SEO to fund PPC  Note how this will hurt their stock; imagine trying to convince new marketers that SEO and PPC together create a shared lift
  5. 5. On The Plus Side… What you gain for analysis: • Logged-in users • Google+ users • Personalized results Test how +1’s affect traffic by landing page
  6. 6. The Power Of Segmentation Segmentation Importance Increases • Before & After: Assuming no seasonality, what was the data percentage lost across keywords? • Keyword Categorizations: What keyword groups do you generally do well with? • Relevancy Matching: How well do the keywords match your landing page? Start of Not Provided Start of Not Provided Spike of Not Provided Spike of Not Provided Costumes
  7. 7. On The Plus One Side… Future of Google+: • A bullish view means all keyword solutions presented today are short-term solutions • As time passes, margin of error on keyword accuracy increases • Importance of search volume and keyword rankings increases
  8. 8. The Long-Term Solution Treat SEO like you do PPC Standard SEM Metrics Search Volume Impressions CTR Visits Transactions/Conversions CPC CPA Revenue ROI Additional SEM Metrics “Quality Score” “A/B Testing”
  9. 9. Testing, Testing, Testing  Pre-Click: • Just as in PPC and like Matt Cutts suggests, test your Titles and Meta Descriptions to improve your CTR (and implicitly rankings) • Google Webmaster Tools is too simplistic, use SERP Turkey or others like it  On-Click: • Determine the value for every SEO implementation through the basis of controls and tests  Post-Click: • What’s the value of putting content above the fold for better rankings versus the loss in conversions you get for pushing down imagery?
  10. 10. Takeaway: Test Like PPC Conversion Rate Winner Runner-up
  11. 11. Thanks! Want to up your SEO career? We’re hiring! www.linkedin.com/in/micahf k

Presentation around how to handle the change with keywords not provided and what it may mean for Google at SMX West 2012 by Micah Fisher-Kirshner.

Vistos

Vistos totais

337

No Slideshare

0

De incorporações

0

Número de incorporações

3

Ações

Baixados

2

Compartilhados

0

Comentários

0

Curtir

0

×