1.
Google Took Your Keywords
Away! Now What?
#NobodyPanic
#ItsNotASignOfTheApocalypse
Alan Bleiweiss
Search Team Director
@Click2Rank @AlanBleiweiss
Obligatory Mention:
Unicorns Ponies Rainbows Kittens Puppies
@AlanBleiweiss #BlueglassLA

2.
Don’t assume the data hidden in “not provided”
was even that valuable to begin with
@AlanBleiweiss #BlueglassLA

3.
And it’s never been very scalable
Unless you enjoy scouring hundreds of thousands
of phrases for a few gems
@AlanBleiweiss #BlueglassLA

4.
Sometimes “Not Provided” isn’t even the
worst fail. “other” can be a lot worse
@AlanBleiweiss #BlueglassLA

5.
The smart bet is on
organic keyword data
eventually
disappearing completely
So what’s an SEO to do?
@AlanBleiweiss #BlueglassLA

6.
Search Engine Watch
How To Understand Google Not Provided Traffic You can read articles
http://bit.ly/AbWIRo
on magic ways
Avinash Kaushak’s to get around the wall
Smarter Data Analysis of Google's https (not
provided) change: 5 Steps http://bit.ly/t3W5cb
State Of Search
Yet Another Way to Reclaim Your (not provided)
Data http://bit.ly/t3W5cb
Seer Interactive
Is (not provided) Driving You Crazy? Get Some of
Your Data Back http://bit.ly/y1vPkB
@AlanBleiweiss #BlueglassLA

7.
Or you can
Join the new wave of
hipsters!
Use information that’s
been right in front of your
face the whole time
@AlanBleiweiss #BlueglassLA

8.
@AlanBleiweiss #BlueglassLA

9.
From 15k organic visits a day to more than
60k visits a day
without the use of granular keyword data
@AlanBleiweiss #BlueglassLA

10.
Even smaller sites can still see
tremendous annual growth
Without relying on
Google Organic Keyword Data
@AlanBleiweiss #BlueglassLA

11.
No, I’m not talking
about having a
magic fairy
Sprinkle pixie dust
on your site*
*Missy Ward probably has
an affiliate link
to one
If you really need that
@AlanBleiweiss #BlueglassLA

12.
Maximum SEO without
granular keyword data will only
work if your site is already
properly optimized
@AlanBleiweiss #BlueglassLA

13.
If your site is an
unorganized, chaotic,
poorly optimized
pile of trash
Forget about what
I am about to show you.
You have
bigger problems
to fix first.
@AlanBleiweiss #BlueglassLA

14.
My methods can
help only if you
have a well
organized site
with discoverable
content
@AlanBleiweiss #BlueglassLA

15.
Remember
What it was like
Before you
Became
Dependent on
Granular data
Unlearn your organic keyword habit
@AlanBleiweiss #BlueglassLA

16.
Remember there’s other data
already waiting for you to
make use of
@AlanBleiweiss #BlueglassLA

17.
Look for ways other than Google’s
keyword data to determine
phrases people find relevant
Google Analytics “In Page Analytics” can reveal
areas to improve or remove
#BlueglassLA
@AlanBleiweiss

18.
Track actual keywords you optimized
your landing pages &
converting pages for
Embed landing page & converting
page keywords into your conversion
tracking solution
@AlanBleiweiss #BlueglassLA

19.
@AlanBleiweiss #BlueglassLA

20.
Review Page Level Data
average Visit /
time Conversion
Page Visits on page conversions Ratio
./blue-widgets/ 15000 6:43 744 20.16
./red-widgets/ 12941 7:28 936 13.83
./big-widgets/ 8000 3:29 54 148.15
./fuzzy-widget-balls/ 399 8:21 227 1.76
•Highest Visited
•Stickiest
•Total Conversions
•Most Conversions To Visits (Lowest ratio)
#BlueglassLA
@AlanBleiweiss

21.
Already have highly converting pages?
Don’t ignore them or rest on your laurels!
Add more pages directly related to them
Do more off-page SEO to keep the momentum going
Use social media to remind people
“these are our best products/services”
@AlanBleiweiss #BlueglassLA

22.
Highest Visited and/or Stickiest Pages not converting?
Test ways to improve them!
•A/B Test your Call to Action
•A/B Test your content wording and message
•Review the persona the page is targeting
Is it your likeliest prospect?
Or is it speaking to lookers not ready to buy?
@AlanBleiweiss #BlueglassLA

23.
Lowest visited, least sticky, and lowest converting pages
Can they be salvaged?
Should they be salvaged?
On your worst performing pages: ask: can you better
optimize them or should you 301 to higher value pages?
Remember to evaluate individual pages and then entire
sections
@AlanBleiweiss #BlueglassLA

24.
Poorly performing
pages? Do new keyword
research to see if there
are better, more
appropriate, more
relevant phrases
Sometimes phrases that made sense
a year ago may no longer be valid
Sometimes a market has learned new ways
to describe something
@AlanBleiweiss #BlueglassLA

25.
Follow this process
And you just may get
such great results
you’ll think you’re in
heaven!
@AlanBleiweiss #BlueglassLA

26.
Takeaways:
Organic Keyword Data will go away completely
Make use of other data you already have
Track referrer & page title data through to conversion
Examine page visits, stickiness, conversion ratios
Look for opportunities to build on the great, improve
the good and fix or scrap the bad
@AlanBleiweiss #BlueglassLA