Posted by Cyrus-Shepard
We all look at keyword rankings, but are they still a useful metric to report? In this week’s Whiteboard Friday, Cyrus Shepard discusses how changes in search have made individual keyword rankings a shaky metric at best, and he presents 10 needle-moving numbers to measure and report instead.
For reference, here’s a still of this week’s whiteboard!
The problem with keyword ranking reports
Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m Cyrus Shepard. Today we’re going to be talking about the death of keyword ranking reports.
Now, we all do keyword ranking reports. We’ve been doing them for several years. I do them. I still do them today. But I’m talking to a lot of agencies, a lot of big time agencies. They’re actually starting to turn the corner and stop delivering those keyword ranking reports to clients. There are a lot of reasons for that, and a lot of them have to do with recent changes with Google. But a lot go back to just the deficiencies that keyword ranking reports have always had.
So we’ve all got these
Posted by Cyrus-Shepard
The SEO’s system for themed keyword research.
If Google’s Penguin update and Knowledge Graph have taught us anything, it’s that concepts have become more important than individual keywords for search marketing.
Many people in the SEO space mistakenly assume that because Google withholds keyword referral data in the form of (not provided), keywords no longer matter.
Nothing could be further from the truth.
Every search begins with keywords. Over 5 billion Google searches a day. Consider the following:
- Google’s entire business is based on selling keywords Ã¢Â€Â“ over 40 billion dollars a year, most of it from keyword sales through advertising.
- (not provided) affects only post-click analytics. It doesn’t influence the pre-click keywords users type into search boxes.
- Keywords and their meaning remain the primary input search engines use to deliver answers to users (while other inputs such as location data and app integration are on the rise).
Marketers who invest in smart keyword research will continue to have a huge advantage over the competition.
The trick today is turning those keywords into concepts.
From single keywords to themed concepts
Posted by timresnik
October 18th, 2011, the day Google announced “Secure Search,” was a dark day for many search marketers. We had hope, though; we were told only a small fraction of search referrals from Google would apply. This was proven false in just a few weeks as (not provided) quickly hit 10+% for many sites. Then, a year later, seemingly out of the blue, Google started to encrypt almost all searches. Today, we are approaching the dreaded extinction of Google organic keyword data:
Oh keywords, how I will miss thee.
Knowing the keywords that send us traffic from Google Search has always been a major pillar on which search marketers execute and measure the effectiveness of an SEO strategy. With Google “Secure Search” and keywords being stripped from the referral string, it’s starting to look more like a crutchÃ¢Â€Â”or worse, a crutch that will very soon no longer exist at all. Here are five ideas and two bonus resources to help nurse keyword targeting and search ROI back to health. Will they solve all your problems? No. Will they inform a direction for future “provided” solutions? Maybe. Are they better than nothing? Most definitely.
1. Use … Read the rest
Posted by MartinMacDonald
Despite keywords being slightly out of fashion, thanks to the whole (not provided) debacle, it remains the case that a large part of an SEO’s work revolves around discovering opportunity and filling that same opportunity with content to rank.
When you are focusing on smaller groups of terms, there are plenty of tools to help; the Moz Keyword Difficulty Tool being a great example.
These tools function by checking the top results for a given keyword, and looking at various strength metrics to give you a snapshot as to how tough they are to rank for.
The problem is, though, that these tools operate on the fly, and generally only allow you to search for a small amount of keywords at any one time. The Moz tool, for instance, limits you to 20 keywords.
But I need to check 100,000 keywords!
By the end of this tutorial you will be able to visualize keyword difficulty data in a couple of ways, either by keyword:
Or by keyword type:
Or by category of keyword, spliced by specific position in the results:
So what do we need to do?
All keyword difficulty tools work in the same way … Read the rest
When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do? – Whiteboard Tuesday
Posted by randfish
For nearly two years, marketers have been frustrated by a steadily increasing percentage of keywords (not provided). Recent changes by Google have sent those numbers soaring. The site Not Provided Count now reports an average of nearly 74% of keywords not provided, and speculation abounds that it won’t be long before 100% of keywords are masked. Without that referral data, our tasks as Internet marketers become far more difficultÃ¢Â€Â”but not impossible.
In this special Whiteboard Tuesday, Rand covers what marketers can do to make up for this drastic change, finding data from other sources to stay on top of their SEO efforts.
For reference, here’s a still image of today’s whiteboard!
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday! Today I’m going to talk about this extremely troublesome and worrisome problem that Google has expanded “keyword (not provided)” potentially to 100% of all organic referrals. This isn’t necessarily that they’ve flipped the entire switch, and everyone’s going to see it this week, but certainly over the next several months, it’s been suggested,