1060380 - Look at organic traffic keywords to Webmaker

Status: RESOLVED FIXED

(Webmaker Graveyard :: Metrics, defect)

Description

[Adam Lofting (:adamlofting)]

As discussed with Paul...

What can our existing keyword data tell us about our existing audience.

Comment 1

[Adam Lofting (:adamlofting)]

So, it's a while since I've looked at any keyword analysis in GA and this landscape has changed a lot. 

We actually can't learn much from this anymore, and the data we can get may be a bad representation of our actual audience. 75% of our organic search traffic is through secure browsing, so we don't see any data from this - it's listed in GA as '(not provided)'. The majority of the remainder of keywords that are recorded are webmaker, mozilla and webmaker product related terms ('mozilla thimble' etc).

I suggest we don't use this for any planning.

This is a relevant read from a good source on this:
http://www.kaushik.net/avinash/secure-search-not-provided-keyword-analysis-data-sources/

Comment 2

[paulj]

Thanks, Adam. Makes sense. Two questions:

- Thinking about localization of the funnel, how much of our traffic is non-EN? I assume we have this data. 
- I understand that you and Hannah run some paid search campaigns. Not sure what our budget is for that but perhaps we can do some testing there to better understand what may be driving traffic organically. Typically organic and paid have a lot of crossover (i.e. "brand" terms drive the most clicks/conversions in paid). Would love to talk more about what the current Adwords campaign setup looks like.

Comment 3

[Adam Lofting (:adamlofting)]

(In reply to paulj from comment #2)
> Thanks, Adam. Makes sense. Two questions:
> 
> - Thinking about localization of the funnel, how much of our traffic is
> non-EN? I assume we have this data. 

Outside of Maker Party, this is about 40% non-EN. 

> - I understand that you and Hannah run some paid search campaigns. Not sure
> what our budget is for that but perhaps we can do some testing there to
> better understand what may be driving traffic organically. Typically organic
> and paid have a lot of crossover (i.e. "brand" terms drive the most
> clicks/conversions in paid). Would love to talk more about what the current
> Adwords campaign setup looks like.

We have a Google Grant account which we've tinkered with but haven't made work very well yet (it's not been a priority). I'll get you access to this. The only breakthrough we've made so far there is Webmaker promotion on Mozilla brand terms. Everything else has been limited by the bid-caps on the grant account.