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My co-dependent relationship with google ? Tim Resnik ? @tresnik ? tim@moz.com


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The first step to recovery Admit that you have a problem


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Deep dependency


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And if… Heart Stops!


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But they need me too, right


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They use our content


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I MAKE MY sITE crawlable


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I’M not so strong


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recovery Accept what you can’t change


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recovery Change what you can


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recovery Take control of your data


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A data dump of data tactics OWN YOUR TOPIC DATA OWN YOUR SEARCH DATA OWN YOUR SITE DATA


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Own your Topic data


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Complete content saturation


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Over 7m posts per day http://www.slideshare.net/crumplezone Courtesy Dr. Pete Meyers


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An ungodly amount of video 100 HOURS UPLOADED TO YOUTUBE PER MINUTE


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An ungodly amount of video 684,000 YEARS WATCHED ON YOUTUBE PER MONTH


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An annoying # of press releases 12,000 NEW PRESS RELEASES PER MONTH


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We became content marketers


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The good ol’ days http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg


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The good ol’ days * For example only. Not the real numbers


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The good ol’ days


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The good ol’ days


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The good ol’ days


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The good ol’ days


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The good ol’ days


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The good ol’ days Measure Efforts Exploit Opportunities FUTURE PLACE YOUR BETS PAST


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That Was then...


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(not provided)


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nope


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GWT can provide data, but…


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GWT can provide data, but…


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GWT can provide data, but… Only 90 Days of Keyword Data


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Who needs keyword data?


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Pass GA YOUR Topic data


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Use a custom dimension For example: ga('send', 'pageview', {'dimension16': '< ?=$director?>’}); Step 1: put the value “Jose Padilha” in a variable, $director Step 2: send it to Google analytics


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Analyze by “director” Use your custom variable as the secondary dimension to landing page for Google search referrals


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Wordpress shortcuts Categories, tags, author GA Plugin


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Custom variables w/ Wordpress Video not available on SlideShare


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Automating the process


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Entity extraction Linked Data + Natural Language Tool Kits


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Video not available on SlideShare


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Some tool sets Stanford Natural Language Processing Group University of Illinois Cognitive Computation Group Stanbol Skyttle (and a bunch of others on Mashape) Dbpedia Spotlight Alchemy API


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Structured data expert mjb@moz.com @matthewjbrown


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Content grouping in ga


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Content grouping in ga MyBeerBlog.com IPA OR CO PALE OR CO PORTER OR CO


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Content grouping in ga MyBeerBlog.com (1,000) IPA (500) OR (350) CO (150) PALE (300) OR (200) CO (100) PORTER (200) OR (150) CO (50)


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Content grouping in ga MyBeerBlog.com (1,000) IPA (500) OR (350) CO (150) PALE (300) OR (200) CO (100) PORTER (200) OR (150) CO (50) More investigation needed, but looks promising


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Content grouping in ga


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Method #1: Extraction MyBeerBlog.com/reviews/ipa/or/double-mountain-review


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Method #2: Rules-based


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Methods 1 and 2 don’t work here


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Method #3: tracking code


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Method #3: tracking code ga('set', 1, ’Social Media');


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Own your Serp data


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Gone are the days…


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Search referrals in GA


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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 This string can help! ved=0CDIQFjAA


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Example of ‘ved’ codes


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Without ved Segmentation


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With ved Segmentation


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Set up a new profile


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Setup 2 filters


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Filter #1 Regex to capture VED in referral string


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Filter #1 We’ll use this in the next filter: “VED – CD”


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Filter #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine


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The result


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Create advanced segments


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Use it to make decisions Bubble up areas to optimize


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Use it to make decisions


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Use it to make decisions


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Own your Site data


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What gwt is good at


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What gwt is not too good at


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Screaming frog can too


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Ball don’t lie


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Logs don’t lie


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Logs don’t lie


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Logs don’t lie


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trend the crawl rate


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Trend the response codes


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Track errors w/ moz


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Ask the google index


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He’s just not that into you


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Own your topic data


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Own your serp data


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Own your site data


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Thank you! Tim resnik ? @tresnik ? tim@moz.com


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