This document discusses strategies for marketers to focus on key landing pages and optimize them based on organic search data. It recommends identifying top landing pages and keywords to focus optimization efforts. The document also suggests techniques like creating word clouds and using Google Keyword Planner to analyze keyword phrases and opportunities. A case study example shows how focusing on converting pages can improve rankings, click-through rate, conversion rates and values.
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Dealing with [Not Provided]
1. How Marketers Can Deal With
[NOT PROVIDED]
Focus On What Matters &
Reverse Engineering Your Page
Alan K’necht
Digital Always Media
Partner: Analytics & Social
@aknecht
2. About Me
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
@aknecht
5. Understand the Power of
Data Sampling
• Don’t worry about “Not Provided”
• Do you have a good sample?
– 10-20% is a good sample
• Election polls sample less than 1% &
accurate within 4% - 4 out 5 times
• Reverse Engineering gives a good sample
@aknecht
6. Key Metric
• Conversion rate
– By Landing Page
• But which phrase(s)
– Drive traffic
– Does the page generate conversations
@aknecht
7. Focus on Non-Branded Terms
• Non branded terms
– Opportunity to expand brand
– Find people who don’t know about you
@aknecht
8. Keywords Are Secondary
• Don’t worry about specific phrases
• Think Landing Pages for organic instead
– Which ones are they?
– Are these the landing pages you want?
• Do they lead to conversions?
– What can be done improve traffic to page
• Work backwards
@aknecht
21. • Compare Conversion rate for each page
– /cost-of-lasik/ = 6.02%
– /cost-of-lasik/....Canada = 3.49%
@aknecht
22. Where are the Opportunities
• Examine list of matching keyword
– Sort by Impressions
– Is there room for SERP improvements
– What can be done to improve CTR
• Examine Specific Landing Pages
• Conclusion:
• Put SEO &CRO into/cost-of-lasik/
• Get more traffic with higher conversion rates
@aknecht
23. Repeat
• Repeat for all landing pages to specific
keyword phrases (top 10 pages)
• Compare:
– Engagement Rate
– Conversion Rate
• Identify best landing page for Keywords
@aknecht
24. Optimize
• Which is it better to optimize?
– Top landing page for better conversion
– Top converting page for better traffic
@aknecht
28. Take the Time & Dig
• Segment Regional data by
– Branded vs non-branded
– Primary phrases vs secondary phrases
– Keyword phrases length
• 2 word vs. 3 word vs. 4 word phrases
• Export WMT Data to CSV
– Import into a database for data mining
@aknecht