Commentary
Organic search: A big missing data piece of the puzzle
- by Wayne Friedman , Staff Writer, December 8, 2016
Missing one of those big pieces of search data?
Speaking at MediaPost Search Insider Summit, Mike Gauld, vp/director of search for DigitasLBi, says for him
its: “Organic search data -- from a keyword standpoint.”
He says his agency works with a number of Fortune 100 brands where over 50% of traffic comes from organic
search and where only 10% to 15% comes from the homepage. That said, he says: “Having paid search data; having every other data point we possibly can, has been a great proxy -- in a
certain way.”
Owen says: “But at the end of the day none of the big attribution platforms take into account that someone searched on this organically-- and then did x or y activity. That data is no longer available to any of us.”
He adds: “I’d love see platforms -- although we can’t make that direct tie -- help us utilize paid search data that in some way says ‘we know that is traffic is coming to your pages.’”
“There was a 50% chance that this conversion that you just got to this page was probably from a non-branded organic search.”
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
