As Multi-Channel and Custom Data tracking become more important, branding & customer loyalty are increasingly measurable and profitable. How does this affect SEO`s impact in the future from a data perspective? Presented by Agustín Vazquez-Levi, President of AOD Marketing, at SEO Camp Montreal 2013. This presentation concentrates on the future role of SEO as more channels (Social, emails, PPC, Media, remarketing, etc.) are becoming increasingly important. Agustin discusses how to leverage different channels creatively with SEO by creating user personas specific to keyword intent, seasonality...etc.

1. How to Evolve When the Future of SEO is
“Not Provided”
Augustin Vazquez-Levi
May 31, 2013

3. AGENDA
The Challenges of SEO
Marketing 101
Tips for Other Channels
What’s Coming Next?

4. The Challenges of SEO

5. Not provided
• Can account for up to 70% of organic searches in some industries
(http://www.advanced-web-metrics.com/blog/2013/02/01/the-rise-and-rise-of-not-provided-keywords/)
• Corrupts YoY data comparison, making it difficult to show an increase in traffic for specific KWs
• Less Keyword spread to measure intent

6. Long-Tail
• By influencing keyword selection, the original user intent is obfuscated
• Searchers use fewer keyword variations, funneling visits to fewer potential sites

7. Sampling
Less accurate for ‘needle in a haystack’ problems such as:
•Single keyword analysis
•Long tail analysis
•Narrow dimension filtering
Sometimes you can’t drill deeper and the data request fails.

8. Google Competition
On some queries, top ranking organic results don’t show up over the foldover:
•Google Flights (http://www.aodmarketing.com/google-search-anti-competitive/)
•Larger Ads; taking more foldover space
•Knowledge Graph
•Shopping comparison/Hotel finder, etc.

9. Google Competition
On some queries, top ranking organic results don’t show up over the foldover:
•Google Flights (http://www.aodmarketing.com/google-search-anti-competitive/)
•Larger Ads; taking more foldover space
•Knowledge Graph (NEW: Nutrition information in search 5/30/2013)
•Shopping comparison/Hotel finder, etc.

10. Google Competition
• Shopping comparison/Hotel finder, etc.

11. Algorithm Updates
Penguin, Panda, Phantom…
•For some industries breaking Google Guidelines is the only way to rank (mortgage, pharma, adult, casino)
•Some updates have collateral damage on sites that did nothing wrong
•Guidelines are not always 100% clear and change as the web evolves

12. Dependent on Google?

13. SEO vs. [channel]?

14. Let’s go back to the
basics…

15. Marketing 101

16. Sales Cycles

17. Sales Cycle

18. Channels & Multi Channel Funnels
Time Lag Report
Path Length

19. Sales Cycle

20. Multi Channel Interactions
Basic Channels (Out-of-the-box)

21. Assisted/Last Interaction Ratio
Assisted/Last interaction Conversions:
> 1 Likely to convert as last interaction
< 1 Source serves more as an assist role
= 1 Serves as an assist role equally as a last interaction

22. Set Expectations

23. Channels & Multi Channel Funnels
Create Your Own Channels

24. Google Think Insights
Source : http://www.google.com/think/tools/customer-journey-to-online-purchase.html

25. Different Industries & Cultures
Source : http://www.google.com/think/tools/customer-journey-to-online-purchase.html

26. Tips for other Channels

27. Non converting Visitors

28. Remarket Them!

29. Remarket List Ideas
• Abandoned Cart/Lead Generation form
• Viewed specific Products/Categories
• Users who have spent more than a specific
amount on a purchase
• Did or didn’t complete a particular goal
• Has visited with a particular device type, OS

30. Remarket List Ideas
• Days since last visit?
• Specific event was triggered
• Custom Variable (Male/Female, Member/Non-
member, etc.)
• Specific Sequences: Has entered via
Campaign A then B, now will target with C

31. Email Newsletters
No Campaign Tracking on Newsletters 

32. Email Newsletters
https://support.google.com/analytics/answer/1
033867?hl=en
Just type: “URL Builder” in Google. I promise it works every
time.
Turn This:
http://www.widgets.com/Red-Widget/
Into This:
http://www.widgets.com/Red-Widgets/?
utm_source=Members1&utm_medium=Email&utm_campaign=Sum
mer-Red-widget

33. Email Newsletters
https://support.google.com/analytics/answer/1
033867?hl=en
Just type: “URL Builder” in Google. I promise it works every
time.
Turn This:
http://www.widgets.com/Red-Widget/
Into This:
http://www.widgets.com/Red-Widgets/?
utm_source=Members1&utm_medium=Email&utm_campaign=Sum
mer-Red-widget

34. What’s Coming Next?

35. Universal Analytics
New Menu Options

36. Session Settings
Old Version (ga.js)
Analytics.js

37. Add Organic Search Sources
Old Version (ga.js)

38. Referral Exclusion List
Old Version (ga.js)

39. Exclude Search Term
Old Version (ga.js)

40. Cookie Usage
Old Version (ga.js)

41. Ga.js
Client IDClient ID Client IDClient ID

42. Ga.js
$$$

43. Analytics.js
User IDUser ID User IDUser ID
1 user Across Devices= UserID

44. Analytics.js
$$$

45. Measurement Protocol
Measure Offline Purchases with GA
• Tid= Google Analytics account
• cid= User ID (anonymous user)
• T= Interaction/Hit type (Pageview, event, etc.)
• Dp= Value of the hit type
Create hits from any device which can connect to the internet by “pinging” a URL:
http://www.google-analytics.com/collect
?v=1
&tid=UA-41347750-1
&cid=156325
&t=pageview
&dp=/sweaters

46. At the end of the day…

47. facebook.com/aodmarketing
Follow us: @aodmarketing
www.aodmarketing.com