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Not Provided? Get Over It! Moving from Keyword Research to Content Research

Slideshow about Not Provided? Get Over It! Moving from Keyword Research to Content Research by theMediaFlow SEO Agency

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Not Provided? Get Over It! Moving from Keyword Research to Content Research

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  1. NOT Shifting from Keyword Research to Content Research PROVIDED by Nichola Stott

  2. WHAT IS NOT PROVIDED?

  3. October 2011 Google no longer passing organic search keyword for logged-in users Effects ALL web analytics including GA, Omniture, Piwik and others

  4. March 2012 Firefox Default to SSL on Google

  5. www.themediaflow.com 77% Not Provided

  6. WHAT DOES This Mean?

  7. YEAR ON YEAR REPORTING Not Apples for Apples

  8. Traffic Rank Efforts to shift focus away from Rank to Traffic THWARTED!

  9. Remaining Keyword Data Not statistically significant to extrapolate

  10. Visits by Organic Keyword No Longer robust enough to inform Keyword strategy

  11. USE ADWORDS DOH !

  12. BEHAVIOURAL – Create Advanced Segment and monitor where not provided leads visit to (landing page)

  13. DATA Add Google Webmaster Tools to Google Analytics and pro-rata calculate queries X CTR to get approximate equivalent (2 day lag)

  14. ULTIMATELY GET OVER IT No meaningful, reliable way to understand that data for basic keyword research

  15. Using existing visit by Organic Keyword is PREACHING TO THE CHOIR Conversion tracking and data hacks more important than ever Change of mindset from Keyword Research to Content Research

  16. UNDERSTANDING Purchase Journey

  17. Only Four Types of query EVER. End of… Informational Transactional Navigational Connectivity

  18. Informational Transactional Navigational RESEARCH SELECT PURCHASE

  19. WHAT QUESTION/DECISIONS INFORM OUR CUSTOMER PURCHASE? Process? Licence? Model or Spec? Pictures? Safety?

  20. Monitoring

  21. TRENDING

  22. TOPIC MINING

  23. Go Offline

  24. Make content that answers those questions at each stage of the purchase journey The Google Analytics visits by Organic Keywords is no longer useful Instead look forward to what potential customers want to know

  25. THANKS FOR LISTENING

  26. Tel: +44(0)1420 540227 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com Download Now: www.themediaflow.com

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