Vanessa Fox (via LinkedIn).

Vanessa Fox is back on her SEO startup game.

Fox, who previously founded Seattle-based search analytics business Nine by Blue, this week launched a new SEO-focused startup called Keylime Toolbox.

While Nine by Blue — which was acquired by RKG in May 2013 — was more appealing to larger businesses, Keylime Toolbox is directed at those who may not have as big of a marketing budget.

“My previous company and software was focused on enterprise-level SEO analytics, but this new company is focused on SEO analytics that are robust and valuable but at a price point for everyone, including startups and small businesses,” Fox told GeekWire.

keylimeSeattle-based Keylime Toolbox helps companies gather SEO data, and particularly what Fox calls “not provided” query data in web analytics. She said that this information, which shows you what people search for and how well a site satisfies those searches, is difficult to find as Google has moved to secure search.

But Fox, who previously created Google’s Webmaster Central and wrote the book Marketing in the Age of Google, thinks that there is still value in the query data. That’s why she founded Keylime Toolbox, which offers a way to analyze and crunch the “not provided” query data, among a bevy of other SEO-related tools.

Fox founded the company with Jeremy Wadsack, a veteran entrepreneur was previously at Blue Box and left RKG in December 2013.

Pricing for the Keylime Toolbox software starts at $79/month. Learn more about the new startup here.

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  • Miles Rossow

    Interesting that this is happening right now since Moz just released their own “Landing Pages Report” yesterday that attempts to solve for the “not provided” issue. I wonder how Vanessa’s tool will compare to Moz’s.

    On another note: “not provided” is not only “difficult to find,” as this article reads, but it’s impossible to find as far as I know. If she is indeed positioning her product as FINDING the “not provided” data, then I’d have to call malarkey on that. The best you can do is what Moz does with their tool, which is use available data to estimate what organic keywords are referring traffic to your website.

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  • Vanessa Fox

    Hi Miles – not malarkey! (Although I like that word!) We provide details of how we recover the keyword data on our site:

    At a high level, once you grant the Keylime Tools API account access to the domain in Google Webmaster Tools, our system can add all of the subfolders (and subfolders of subfolders and so on) for the site. Google Webmaster Tools only reports the top queries for the domain, but it also reports the top queries for all of the subfolders (and so on). So once all of those are added, many of the queries are available.

    But! There’s a problem with this because there’s some duplication in the data — the queries from a subfolder might also be bubbled up as top queries for the folder above.

    So this is tough data to pull and use manually.

    Keylime Tools pulls the individual subfolder data each day via the API, then aggregates and de-duplicates the data so that the final set of data doesn’t have any overlap.

    Then, Keylime Tools combines that with Google Analytics data. Any queries that show up there are added to the list (etc.).

    The end result is substantially more known queries (often Keylime Tools can get the not provided percentage down from around 90% to less than 50%).

    Keylime Tools then estimate the remaining unknown based on the distribution of the known. And clearly shows the difference between known and unknown counts so you know what’s recovered and what’s estimated.

    Our product tour shows a few screenshots of the Excel files that show the detailed query data:

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