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THE FIRST STEP TO RECOVERY ADMIT THAT YOU HAVE A PROBLEM

Слайд 1MY CO-DEPENDENT RELATIONSHIP WITH GOOGLE

Tim Resnik • @tresnik •

tim@moz.com

Слайд 2THE FIRST STEP TO RECOVERY
ADMIT THAT YOU
HAVE A PROBLEM


Слайд 3DEEP DEPENDENCY


Слайд 4AND IF…
Heart Stops!


Слайд 5
BUT THEY NEED ME TOO, RIGHT


Слайд 6THEY USE OUR CONTENT


Слайд 7
I MAKE MY SITE CRAWLABLE


Слайд 9
I’M NOT SO STRONG


Слайд 10RECOVERY
ACCEPT WHAT YOU CAN’T CHANGE


Слайд 11RECOVERY
CHANGE WHAT YOU CAN


Слайд 12RECOVERY
TAKE CONTROL OF YOUR DATA


Слайд 13A DATA DUMP OF DATA TACTICS
OWN YOUR TOPIC DATA

OWN YOUR SEARCH

DATA

OWN YOUR SITE DATA

Слайд 14OWN YOUR
TOPIC DATA


Слайд 15
COMPLETE CONTENT SATURATION


Слайд 16OVER 7M POSTS PER DAY
http://www.slideshare.net/crumplezone
Courtesy Dr. Pete Meyers


Слайд 17
AN UNGODLY AMOUNT OF VIDEO

100 HOURS UPLOADED
TO YOUTUBE PER

MINUTE

Слайд 18
AN UNGODLY AMOUNT OF VIDEO

684,000 YEARS WATCHED
ON YOUTUBE PER MONTH


Слайд 19
AN ANNOYING # OF PRESS RELEASES

12,000 NEW PRESS RELEASES PER MONTH


Слайд 20WE BECAME CONTENT MARKETERS


Слайд 21
THE GOOD OL’ DAYS
http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg


Слайд 22THE GOOD OL’ DAYS
* For example only. Not the real numbers


Слайд 23THE GOOD OL’ DAYS


Слайд 24THE GOOD OL’ DAYS


Слайд 25THE GOOD OL’ DAYS


Слайд 26THE GOOD OL’ DAYS


Слайд 27THE GOOD OL’ DAYS


Слайд 28THE GOOD OL’ DAYS
Measure Efforts
Exploit Opportunities
FUTURE
PLACE YOUR BETS
PAST


Слайд 29THAT WAS THEN...


Слайд 30
(NOT PROVIDED)


Слайд 32GWT CAN PROVIDE DATA, BUT…


Слайд 33GWT CAN PROVIDE DATA, BUT…



Слайд 34GWT CAN PROVIDE DATA, BUT…
Only 90 Days of Keyword Data


Слайд 35WHO NEEDS KEYWORD DATA?


Слайд 36
PASS GA YOUR TOPIC DATA


Слайд 37USE 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


Слайд 38ANALYZE BY “DIRECTOR”
Use your custom variable as the secondary dimension to

landing page for Google search referrals



Слайд 39WORDPRESS SHORTCUTS

Categories, tags, author
GA Plugin


Слайд 40CUSTOM VARIABLES W/ WORDPRESS
Video not available on SlideShare


Слайд 41
AUTOMATING THE PROCESS


Слайд 42
ENTITY EXTRACTION
Linked Data + Natural Language Tool Kits


Слайд 43
Video not available on SlideShare


Слайд 44SOME 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



Слайд 45
STRUCTURED DATA EXPERT
mjb@moz.com

@matthewjbrown


Слайд 46
CONTENT GROUPING IN GA


Слайд 47CONTENT GROUPING IN GA
MyBeerBlog.com
IPA
OR
CO
PALE
OR
CO
PORTER
OR
CO


Слайд 48CONTENT 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)


Слайд 49CONTENT 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


Слайд 50CONTENT GROUPING IN GA


Слайд 51METHOD #1: EXTRACTION
MyBeerBlog.com/reviews/ipa/or/double-mountain-review


Слайд 52METHOD #2: RULES-BASED


Слайд 53METHODS 1 AND 2 DON’T WORK HERE


Слайд 54METHOD #3: TRACKING CODE


Слайд 55METHOD #3: TRACKING CODE
ga('set', 1, ’Social Media');


Слайд 56OWN YOUR
SERP DATA


Слайд 57
GONE ARE THE DAYS…


Слайд 59
SEARCH REFERRALS IN GA


Слайд 60GOOGLE 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


Слайд 61EXAMPLE OF ‘VED’ CODES


Слайд 62WITHOUT VED SEGMENTATION


Слайд 63WITH VED SEGMENTATION


Слайд 64SET UP A NEW PROFILE


Слайд 65SETUP 2 FILTERS


Слайд 66FILTER #1
Regex to capture VED in referral string


Слайд 67FILTER #1
We’ll use this in the next filter: “VED – CD”


Слайд 68FILTER #2
Calls the custom field we just created: “VED – CD”
Extracts

the referring search engine

Слайд 69THE RESULT


Слайд 70CREATE ADVANCED SEGMENTS


Слайд 71USE IT TO MAKE DECISIONS
Bubble up areas to optimize


Слайд 72USE IT TO MAKE DECISIONS


Слайд 73USE IT TO MAKE DECISIONS


Слайд 74OWN YOUR
SITE DATA


Слайд 75
WHAT GWT IS GOOD AT


Слайд 76WHAT GWT IS NOT TOO GOOD AT


Слайд 77SCREAMING FROG CAN TOO


Слайд 78
BALL DON’T LIE


Слайд 79LOGS DON’T LIE


Слайд 80LOGS DON’T LIE


Слайд 81LOGS DON’T LIE


Слайд 82
TREND THE CRAWL RATE


Слайд 83
TREND THE RESPONSE CODES


Слайд 84
TRACK ERRORS W/ MOZ


Слайд 85ASK THE GOOGLE INDEX


Слайд 86HE’S JUST NOT THAT INTO YOU


Слайд 87OWN YOUR TOPIC DATA


Слайд 88OWN YOUR SERP DATA


Слайд 89OWN YOUR SITE DATA


Слайд 90THANK YOU!
TIM RESNIK • @TRESNIK • TIM@MOZ.COM


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