Reclaiming YOUR Search Data by Tim Resnik, SEOmoz, @tresnik
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Tim Resnik
You have a lot of data and some of it is hiding
It starts with Nicolaus Copernicus
In his day, the 16th century, geocentric theory was accepted as the most logical way to describe universe, and it all revolved around us
He took his theory, heliocentricity, to the grave, and scientific progress briefly suffered
Copernicus – Heliocentricity
1500s Today
Astr
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Kno
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Building Blocks of Knowledge
Copernicus
1500s Today
Galileo – observed the moons of Jupiter
Astr
onom
ical
Kno
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Building Blocks of Knowledge
Copernicus
1500s Today
Galileo
Newton – theory of gravity
Astr
onom
ical
Kno
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Building Blocks of Knowledge
Copernicus
1500s Today
Galileo
Newton
Einstein – theory of relativity
Astr
onom
ical
Kno
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Building Blocks of Knowledge
Copernicus
1500s Today
Galileo
Newton
Einstein
Hubble - expansion
Astr
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Kno
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Building Blocks of Knowledge
Observe
Scientific Methodology
Observe Hypothesize
Scientific Methodology
Observe Hypothesize
Test and confirm
Scientific Methodology
Observe Hypothesize
Test and confirmOptimize
Scientific Methodology
WE SIFT THROUGH PILES OF DATAhttp://lindachorney.files.wordpress.com/2011/08/shit-pile.jpg
2000 Today
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data Secure Search
Google Search API
2000 Today
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Deprecated
Google Search API
2000 Today
Google Keyword Volume Tools and APISear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Access limited
Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Half the story…
Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Community
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Learn from each other
Google Search API
2000 Today
Google Keyword Volume Tools and API
Google Webmaster Tools
Community
3rd Party Tools
Sear
ch K
now
ledg
eData Opaqueness Erodes Knowledge
Google Referral Data
Scraping, extrapolating, illuminating
:(not provided)
:(not provided)
Search Referral Traffic to SEOmoz
TipTip #1: Sizing the Market
http://www.coldplay.com/newsdetail.php?id=1011
DO NOT rely on a single source for your data
Get a net!
Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
Triangulation
http://geology.isu.edu/geostac/Field_Exercise/topomaps/self_finding.htm
X MARKS THE SPOT
Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Google Search
http://freshwebexplorer.seomoz.org
Keyword Market Triangulate
Topsy Adwords
Fresh Web Explorer
Sweet spot? It moves!
http://www.collectors-club-of-great-britain.co.uk/userfiles/articles/san-antonio.jpg
Keyword Market Triangulate
Social
Keyword Market Triangulate
Social
Keyword Market Triangulate
Adwords
Keyword Market Triangulate
Fresh Web Explorer
Keyword Market Triangulation
Social 5,139
Adwords12,100Fresh Web
Explorer4,608
“Fire Trucks”:
Last 30 days = Velocity
Rolling 12 month average = The Past
Craig O’Neil, Flikr
Keyword Market Triangulation
Social 32,000 Adwords
2,400
Fresh Web Explorer
9,835
Last 30 days = VelocityRolling 12 month average = The Past
“Players Championship”:
Keyword Market Triangulation
DO NOT rely on a single source for your data
Tip #2: Mapping Universal Search
http://faenasphere.com/
Hours after Einstein's death on April 18th 1955, an autopsy was conducted by Dr. Thomas Stoltz Harvey. This was not your ordinary autopsy as it involved the heisting of the most famous brain in history
Just as Copernicus kept his theory from all but a few, Dr. Harvey took the fate of the scientific study into his own hands by deciding which scientist (many of them his friends)
http://www.nj.com/inside-jersey/index.ssf/special_reports/the_secret_life_of_einsteins_brain.html
HE KEPT A FEW CHUNKS FOR HIMSELF
We have a Problemo
http://www.seomanontroppo.com/google-news-analytics-stuff/
Hey Tim, check this out! I hope
you speak Spanish.
As search marketers we like to share the love, such as this guy who first wrote about VED
Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
Google Referral String
Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
We think there is some magic here!
Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
More specifically here!
VED Anatomy
ved=0CDIQF jA A
VED Anatomy
ved=0CDIQF jA A
VED Anatomy
ved=0CDIQF jA A
Search Vertical
VED Anatomy
ved=0CDIQF jA A
Absolute and
Relative Position
VED Anatomy
ved=0CDIQF jA A
?
Some (tested) Theories
Organic Search= QF j
Some (tested) Theories
News OneBox = QqQIw
Some (tested) Theories
News OneBox Image= QpwI
Some (tested) Theories
Image OneBox= Q9QEw
Some (tested) Theories
Video OneBox = Qtw lw
Some (tested) Theories
Video OneBox Image= QuA Iw
Some (tested) Theories
Organic, Sitelink = Q jBPosition of Sitelink = 3
Some (tested) Theories
Knowledge Graph Img (1)= BEPwdKnowledge Graph Img (x)= BEP4d
VED Summary
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
B E P w d Knowledge Graph image (leading)
B E P 4 d Knowledge Graph image (non-leading)
Appears in Google SERP
99%
1%
Contains Google Referral StringDoes Not
Appears Google Analytics
50%50%
Contains Google Referral StringDoes Not
Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU
VED is still present even with Secure Search queries…
How awesome is that?
Put it to use in Google Analytics
STEP 1: SETUP A PROFILE FILTER
Profile Setup – New Account Profile
Profile Setup – 2 New Filters
You’ll need 2 profile filters to make this work
Profile Setup – Universal Extract
Regex to capture VED in referral string
Profile Setup – Universal Extract
Regex to capture CD in referral string
Profile Setup – Universal Extract
We’ll use this in the next filter: “VED – CD”
Profile Setup – Universal Display
Profile Setup – Universal Display
Calls the custom field we just created: “VED – CD”
Profile Setup – Universal Display
Extracts the referring search engine
Profile Setup – Universal Display
Displays “(VED – CD) Source” under traffic sources > sources > search > organic /dimension = source
Profile Setup – Example
Put it to use in Google Analytics
STEP 2: SETUP ADVANCED SEGMENTS
Advanced Segment Setup
Without Universal Information
Viola! – With Universal Information
Put it to use in Google Analytics
STEP 3: GET IN THERE
Get in there: Example 1
Great News coverage in Universal search
Get in there: Example 1
Not so great
Get in there: Example 2
CD = absolute position. This will tell you which Sitelink position is being clicked
Get in there: Example 2
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2
3
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0 5000 10000 15000 20000 25000 30000
VisitsPosition
Get in there: Example 2
Underperforming Sitelink? Do something about it!
Get in there: Example 2
If one of your Sitelinks is sucking, tell Google to demote it in Webmaster Tools.
Something Else
Knowing