Google decided to kill SEO business

There has been a lot of fuzz about Google’s decision to not give Search Engine Search word conversion to your website. I recently wrote an article about what does Google look for on your website and there was already discussion about not getting the data anymore.

At first the data stream was cut from Google Analytics and other analytics tools, but Google Webmaster Tools still gave the listings. Today I found out that also Google Webmaster Tool access to SEO data has been cut off. I can still see, how many times my website has been listed for people searching and how many times my site has been clicked. However I can no longer see what context and content these clicks were related to. Although the data has been cut off, the customer help text still promotes content about Keywords and explain what they mean. There is no info about cutting off the keyword information.

What does this mean?

As a CMO you can’t know anymore, what content does actually drive traffic to your website. You can monitor content to which people are landing and make your insights. You can see search volumes from Google Adwords planner and recognize most used keywords to be used in your content creation. You can analyse your Google Adwords conversion success and use best working phrases in your own content production. However, the game just changed much more difficult than it used to be.

Here’s an approach to solve this challenge by KISSMetrics http://blog.kissmetrics.com/unlock-keyword-not-provided/ I think their advice has already become old – due to complete data shut down, but I’d love to hear about your solutions to SEO analysis in this situation. I’d also love to hear how this change has influenced your own media development!

More:

No Data For You: SEO Experts Offer Opinions On Google’s Move To Withhold Even More Search Term Data

Goodbye, Keyword Data: Google moves Entirely to Secure Search

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

 

What Does Google look for? Search ranking factors 2013 (infographic)

I just found a great article by Ayaz Nanji in @marketingprofs.com about Google search algorithm. Mr. Nanji states: “Increasingly, websites that appear at the top of Google search results are those that tend to have a high number of social signals, such as likes, shares, tweets and plus-ones, according to a recent report by Searchmetrics. The study, which was based on an analysis of 300,000 URLs appearing in the top search result position in the US, found a particularly strong correlation between signals from Google’s own network, Google+, and good rankings.” 

Here are the main findings from the analysis:

1. Keywords

The importance of having keywords in the domain name or the URL has lost significance—mainly because of two algorithm changes by Google in 2012.

However, the importance of keywords on the page itself, as well as the relevance of the keyword position in the title (the closer to the front, the better), have increased considerably.

2. Good Content Is Still King

Content factors correlate almost entirely positively with good rankings and were found to be even more important in 2013 compared with 2012.

For example, good ranking URLs generally have more text and a higher number of additional media integrations (images files, etc.) compared with 2012.A good internal link structure also appears to be an important quality attribute.

3. Brands

Google does not seem to apply the same criteria for the websites of brands as for other domains.For example, the search engine considers it natural for brands to have comparatively more backlinks with the name of the brand in the link text alone.

Here’s more in an infograph format:

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here