Optify webinar-ssl-enhancement-impact-on-seo

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©2012 Third Door Media, Inc. Tuesday, February 5, 2013 1:00 EST (10:00 PST) SPEAKERS: Barry Schwartz, Executive Editor, Search Engine Roundtable, News Editor, Search Engine Land Zach Okun, Director of Product Management at Optify - Inbound Marketing Software Google’s SSL enhancement: How does it impact your SEO?

description

Is your organic keyword traffic falling into Google’s “not provided” black hole? – You are not alone. In order to keep your SEO a step ahead you need to understand Google’s updates and enhancements and how they affect your SEO campaigns. In this webcast, Barry Schwartz, Executive Editor of Search Engine Roundtable and Zack Okun, Director of Product Management at Optify explored the impact of Google’s SSL enhancement, which has led to the increased amount of “not provided” organic visit referral data. Using data trends from over 400 websites both speakers shared practical tips on how to manage the effect of the missing keyword information so your SEO campaigns stay moving in the right direction. Read this presentation and learn: - What is Google’s SSL enhancement? - What has changed? And how does the SSL enhancement affect you? - The rate of increase in “not provided” data over the past year - What is the best course of action after the enhancement to improve your SEO? Watch the full webinar here http://www.optify.net/?page_id=40586&preview=true

Transcript of Optify webinar-ssl-enhancement-impact-on-seo

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©2012 Third Door Media, Inc.

Tuesday, February 5, 2013 1:00 EST (10:00 PST)

SPEAKERS: Barry Schwartz, Executive Editor, Search Engine

Roundtable, News Editor, Search Engine Land Zach Okun, Director of Product Management at Optify -

Inbound Marketing Software

Google’s SSL enhancement: How does it impact your SEO?

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©2012 Third Door Media, Inc.

Barry Schwartz, Executive Editor, Search Engine Roundtable, News Editor, Search Engine Land

Barry Schwartz is Search Engine Land's News Editor and has covered search news for over five years. Barry also maintains the “Search Engine Roundtable”, his own search blog that tracks discussions at the most active search engine forums. As the host of Search Marketing Expo Israel and a speaker at many search marketing conferences, Barry is always on top of the most important topics in search.

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©2012 Third Door Media, Inc.

Zach Okun, Director of Product, Optify

Zach is responsible for enforcing Optify's simple mantra - 'Simple, Insightful, and Actionable‘, and thinks that marketers deserve better tools to deal with rapidly changing technological landscape. Prior to Optify, Zach was a product manager at Amazon Web Services. Follow Zach on Twitter - @z_okun

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©2012 Third Door Media, Inc.

About Optify

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What we’ll cover today

•  What is Google’s SSL enhancement? •  What has changed? And how does the SSL enhancement

affect you? •  The results of Optify’s study on the rate of increase in ‘not

provided’ data •  What is the best course of action after the enhancement to

improve your SEO?

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©2012 Third Door Media, Inc.

What Is SSL Search?

•  SSL Encrypts Your Browser Behavior •  Protects The Searcher •  Public Wifi Spots (Protects Sniffers) •  Blocks (Most) Keyword Referrer Data

From Being Passed To Analytics & Logs

•  Source (i.e. Google/Bing) Is Passed •  May Slow The Speed Of Search

Results

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Google SSL Search Beta

•  May 21, 2010 Google Introduces Opt In SSL Search At encrypted.google.com

•  Launched As BETA •  Searches Over Google SSL Do Not

Pass Referrer Data •  Google Stores Searches In Web History

& For Own Use •  Google AdWords Does Pass Keyword

Data To Advertiser

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Google SSL Search Default

•  October 18, 2011 SSL Default For Logged In Google Users

•  10% Or Less Of Search Referrer Data Impacted

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Google SSL Search Expands Globally

•  March 5, 2012 SSL Search Defaults Globally

•  10% Continues To Increase •  [NOT PROVIDED] Scares Marketers

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Browsers Adopt SSL Search Defaults

•  July 2012 Firefox 14 Defaults To SSL Search Via Google

•  September 2012 Mobile Safari Defaults To SSL Search Via Google

•  2013 Chrome 25 Defaults To SSL Search Via Google

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Marketers Lose Keyword Data

•  30%+ Of Keyword Data Not Provided •  … and growing •  AdWords Gets Keyword Data •  Web History Gets Keyword Data •  Google Gets Keyword Data •  Webmaster/Marketer Doesn’t Get

Keyword Data

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No Keyword Data Means:

•  Marketers Can’t Learn How Searchers Are Reaching Them

•  Marketers Can’t Personalize Their Landing Pages By Keyword Data

•  Marketers Need To Different Sources For Keyword Research

•  Marketers Can Be Reaching The Wrong Users (Negative Keywords)

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Not

pro

vide

d %

age

Not provided %age = ‘not provided’ Google US organic keyword visits / total Google US organic keyword visits

Not Provided reaches 39% and rising

“not provided” rate is up 171% since its introduction. One of every 2.5 visits from organic search now show up as “not provided”.

0%  

5%  

10%  

15%  

20%  

25%  

30%  

35%  

40%  

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Organic Search is #1 driver of traffic to B2B Sites

40.00%  

41.00%  

11.50%  

4.70%  1.90%  

0.80%  

0.10%  

Direct   Organic   Referral   Paid  Search   Social  Media   Email     Other  

Source: Optify 2012 B2B Marketing Benchmark Report

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Google dominates the Organic Search market

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Google’s share of organic traffic to B2B websites topped 90% in November, 2012. It averaged 88.21% in 2012 and showed a consistent increase for most of the year.

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©2012 Third Door Media, Inc.

Recognized keywords from Organic Search drop by 48%

Almost 50% of the keywords previously tracked are no longer available through analytics systems due to SSL search.

“Recognized Keywords Index” assumes November 2011 as the baseline for the total number of recognized keywords. From that point until today, almost 50% of the keywords previously tracked are no longer identified due to the SSL

update, and now show as (not provided).

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Recognized, non-branded keywords drop to 35%

Only 35% of organic search visits from Google will provide keyword data that can be correlated with SEO work and analyzed to improve SEO campaigns.

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Marketers are left with only 35% of non-branded keywords they can work with to analyze, optimize and measure.

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©2012 Third Door Media, Inc.

Other key findings

•  64% of companies analyzed in the study see 30%-50% of their traffic from Google as “(not provided)”

•  81% of the companies analyzed in the study see over 30% of their traffic from Google as “(not provided)”

•  Recognized referring keywords from organic search declined by 49%

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Who should care?

SEO’s

Small Businesses

Professional Marketers

Web

site

Tra

ffic

+ m

arke

ting

soph

istic

atio

n

Impact

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Sophistication Level 1 – Do nothing

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Sophistication Level 2 – Diversify your programs

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Sophistication Level 3 – Make the most of the data you have

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Sophistication Level 4 – Use Google Webmaster Tools

•  Use the data that Google provides for past 30 days: –  Top 1,000 daily search

queries –  Top 1,000 landing pages for

past 30 days –  Cross reference with tool

like Optify to calculate relative lead conversion rates

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Sophistication Level 5 – Use PPC data

Not an ‘apples to apples’ comparison, but you can look at relative CTRs and conversion rates to estimate relative organic keyword performance

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Sophistication Level 6 – Use other data for personalization

Behavioral data

• Pages visited • # visits • Email responses • Form completions • Content downloaded

•  Industry • Geography • Company • # Employees • Etc.

Firmographic data

Get rich intelligence on what happens after someone arrives from Organic Search

Use data such as forms submissions, pages viewed and incoming campaign tags to guide personalization of web pages and follow-up emails.

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Sophistication Level 7 – Use proxy data for SEO work

Sort organic leads by entry page

Pull keywords from Google Webmaster

tools that drove traffic to entry

page

Use rank and known CTR for

each keyword to estimate traffic

driven by keyword

Estimate conversion rate by

keyword

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©2012 Third Door Media, Inc.

Key Takeaways

•  Referring keyword data is going away •  There are solutions for dealing with the lack of

data •  The underlining issue is Google dominance •  Make sure you don’t bank your entire marketing

on just Organic Search

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©2012 Third Door Media, Inc.

www.optify.net (206) 388-4234 (phone) (877) 2-OPTIFY (toll-free)