the (not provided) tool - measurefest october 2013
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The Not Provided Tool.Using the evidence we have.
Dr. David Sewell, SEO consultantwww.freshegg.co.uk 0845 373 1077
What are the common approaches?
• Extrapolate the % breakdown of brand terms into the “(not provided)” visits, at different scales
• Extrapolate the % breakdown of visits with keywords into the “(not provided)” visits, at different scales
• Use landing pages, custom filters to replace “(not provided)” with “np – {landing page URL}”
• Use rank, add another filter to append rank passed in the referral string “np – {rank} - {landing page}”
Gathering the evidence.
• Governs visibility in SERPs for many key terms
• Clues to search trends
• Visit to visitor matching across devices
Locations
Gathering the evidence.
• Affects visibility in SERPs for many key terms
• Differing search intent
• Data in motion
Devices
Gathering the evidence.
• Also indicators of intent
• Brand
• Product / service awareness
• or longer tail query
Landing Pages
Gathering the evidence.
Location + Device +
Landing Page +Behavioural
Metrics
Multi-layer perceptrons (MLP)(neural network).
Evidence Hidden LayersOutput
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Training the Net.Evidence Hidden Layers
Output TargetΣ
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The Not Provided Tool:Making models.
Evidence drawn from Google Analytics API
Evidence and target keywords passed to Google Prediction API
Model Ready for Use
The Not Provided Tool: Making models.
• Seasons
• Week Days
• Weekends
• Daily
The Not Provided Tool: Test Accuracy.
Test using evidence from known visits
Compare output from model against known keywords
The Not Provided Tool:Run Analysis.
Use evidence from unknown visits
Gain insights into (not provided) keywords
The Not Provided Tool: Results.
Compare models against extrapolations…
Thank you!Dr. David Sewell, SEO consultantwww.freshegg.co.uk0845 373 1077@seoeditorsTry it! www.notprovidedtool.com