Avoiding Top Ten Data Syndrome - SearchLove Boston
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Transcript of Avoiding Top Ten Data Syndrome - SearchLove Boston
© 2015 Seer Interactive • All Rights Reserved • Page 1https://www.flickr.com/photos/williambrawley/
AVOIDING TOP TEN DATA SYNDROME
The Most Undervalued Analytics Reports
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 2
Top Ten Data Syndrome:/täp ten ˈdadəˈ sinˌdrōm/
Noun• The inability to look past the ‘top ten’ data pieces in a data set• An illness where only top data is deemed valuable for analysis and
all other data is recklessly disregarded
• Example: “I demand to see the top ten landing pages, top ten
referral sites and top ten locations of my site’s visitors!”
https://www.flickr.com/photos/kokopinto/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 3https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.https://www.flickr.com/photos/charlesonflickr/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 7
How did the visitorreach the referral site
to begin with?
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© 2015 Seer Interactive • All Rights Reserved • Page 9
Your referrals have
rankings too
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© 2015 Seer Interactive • All Rights Reserved • Page 12
Referral Path Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 13
and you already know they convert.
Now you’ve got a persona
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If the referral is getting the customers thatlove your brand, why aren’t you?
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© 2015 Seer Interactive • All Rights Reserved • Page 19
Competitors
Competitors
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© 2015 Seer Interactive • All Rights Reserved • Page 22
Incorporate keywords your referrals are using
and join them on page 1.
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© 2015 Seer Interactive • All Rights Reserved • Page 23
Benefit from owning
two ranking positions.
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DETERMINE WHAT TO FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/
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© 2015 Seer Interactive • All Rights Reserved • Page 26
Ecommerce Conversion Rate
Referral Path
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© 2015 Seer Interactive • All Rights Reserved • Page 27
Ecommerce Conversion Rate
Referral Path
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© 2015 Seer Interactive • All Rights Reserved • Page 28
0.85% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 29
2.03% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 30
Focus on featuring a product instead of featuring the brand
for higher conversion rates
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© 2015 Seer Interactive • All Rights Reserved • Page 37
$4,0001.08% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 39
$10,0001.37% Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 40
$4,0001.08% Conversion Rate
$10,0001.37% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 42
Another Comparison
https://www.flickr.com/photos/furryscalyman/
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© 2015 Seer Interactive • All Rights Reserved • Page 44
$7,500 Quote Requests0.62% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 46
$27,0004.73% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 47
$27,0004.73% Conversion Rate
$7,5000.62% Conversion Rate
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© 2015 Seer Interactive • All Rights Reserved • Page 48
Don’t assume.
Use your referral data.https://www.flickr.com/photos/spiderdog/
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© 2015 Seer Interactive • All Rights Reserved • Page 58
Customers are
accustomed to results.
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© 2015 Seer Interactive • All Rights Reserved • Page 60
Customers are
accustomed to assistance.
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© 2015 Seer Interactive • All Rights Reserved • Page 62
Not everyonelikes the mega menu.
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THE DATA!
https://www.flickr.com/photos/small_realm/
Well...what kind of data are we working with really?
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© 2015 Seer Interactive • All Rights Reserved • Page 64
These are the 9% that can’t find what they’re looking for.
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© 2015 Seer Interactive • All Rights Reserved • Page 65
You’re your own Google.
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© 2015 Seer Interactive • All Rights Reserved • Page 66
7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 67
4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 68
11%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
ReturningCustomers see your site as the Amazon of your offering or product.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 72
with search results
without search results
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© 2015 Seer Interactive • All Rights Reserved • Page 74
Variations matter.
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CONTENT GAPS
delivered to your front door
https://www.flickr.com/photos/denverjeffrey/
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© 2015 Seer Interactive • All Rights Reserved • Page 84
Confirm the accuracy of your search engine
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UNDERSTANDING INTENTION
and changing the conversation
https://www.flickr.com/photos/danielcoy/
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© 2015 Seer Interactive • All Rights Reserved • Page 86
But that’s only 5% all site searches…
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© 2015 Seer Interactive • All Rights Reserved • Page 87
This is top ten data syndrome.https://www.flickr.com/photos/mamchenkov/
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© 2015 Seer Interactive • All Rights Reserved • Page 88
How about instead of the
top 10 terms
Lets look at the
top 1,000and every possible variation
© 2015 Seer Interactive • All Rights Reserved • Page 89
cancel
close
delete
deactivate
terminate
end
stop
pause
suspend
cancelar
cancelar cuenta
cancelar conta
cancel
cancel account
cancel my account
cancel subscription
cancellation
how to cancel
Cancel
cancel
cancel service
Cancel account
how do i cancel my account
cancel membership
how to cancel account
how to cancel my account
how do I cancel my account
how do i cancel
cancel my subscription
Cancel my account
cancelation
how do I cancel
How do I cancel my account
How do I cancel my account?
cancelar
cancell
CANCEL
Cancel subscription
how to cancel subscription
cancel account
how do I cancel my account?
Cancel Account
cancelling
canceling
cancell account
Cancel my subscription
cancelar conta
how do i cancel my subscription
cancel acount
how do i cancel my account?
CANCEL ACCOUNT
cancelling account
how to cancel my subscription
canceling account
Cancellation
account cancellation
cancel my membership
cancelar cuenta
how do I cancel my subscription
cancel the account
cancel trial
How do I cancel
how to cancel subscription
cancel account
how do I cancel my account?
Cancel Account
cancelling
canceling
cancell account
Cancel my subscription
cancelar conta
how do i cancel my subscription
cancel acount
how do i cancel my account?
CANCEL ACCOUNT
cancelling account
how to cancel my subscription
canceling account
Cancellation
account cancellation
cancel my membership
cancelar cuenta
how do I cancel my subscription
cancel the account
cancel trial
How do I cancel
cancel subscription
How to cancel
how to cancel
cancel billing
cancel payment
cancell subscription
How to cancel account
Cancel
cancelling my account
delete account
delete my account
delete account
Delete account
how do i delete my account
close account
close my account
close
how to close my account
how to close account
how do i close my account
how do I close my account
Close account
CLOSE ACCOUNT
close account
Close my account
deactivate
deactivate account
deactivate my account
deactivated
how to deactivate account
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 90
Out of the first 1,000 terms searched on the site
20% (not 5%) directly related to
account cancellations
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© 2015 Seer Interactive • All Rights Reserved • Page 100
THIS GUY IS READY TO BUY
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© 2015 Seer Interactive • All Rights Reserved • Page 103
NO FOURSEASON PANTS
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© 2015 Seer Interactive • All Rights Reserved • Page 104
https://www.flickr.com/photos/jamesjordan/
Luckily… you have
a persistent customer
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© 2015 Seer Interactive • All Rights Reserved • Page 105
They use your site searchto give it a second try
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© 2015 Seer Interactive • All Rights Reserved • Page 107https://www.flickr.com/photos/chefranden/
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© 2015 Seer Interactive • All Rights Reserved • Page 108https://www.flickr.com/photos/chefranden/
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© 2015 Seer Interactive • All Rights Reserved • Page 109
Exact matches matter.
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© 2015 Seer Interactive • All Rights Reserved • Page 111
Data from 2011can still be relevant today
https://www.flickr.com/photos/gfreeman23/
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Visitor Path
Site Search Keyword
The ResultOrganic Search
Keyword
How often…
are you making your visitor search twice?
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© 2015 Seer Interactive • All Rights Reserved • Page 113
Remove (not provided)
Remove branded
Update all to lowercase
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© 2015 Seer Interactive • All Rights Reserved • Page 114
But what about similar matches?
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© 2015 Seer Interactive • All Rights Reserved • Page 116
Enter: Fuzzy Lookuphttps://www.flickr.com/photos/bonniesducks/
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© 2015 Seer Interactive • All Rights Reserved • Page 118
Enter: Excel Crashing….
@ethanlyon
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Organic Keyword
Site Search Keyword
% Similarity
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© 2015 Seer Interactive • All Rights Reserved • Page 120
Narrow down to only
the most similar.
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© 2015 Seer Interactive • All Rights Reserved • Page 121
Organic Keyword
Site Search Keyword % Similarity
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© 2015 Seer Interactive • All Rights Reserved • Page 122
Organic Keyword
Site Search Keyword
% Similarity
Unique Searches
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© 2015 Seer Interactive • All Rights Reserved • Page 123
The samevisitor pathis occurring
repeatedly
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© 2015 Seer Interactive • All Rights Reserved • Page 125
As few as 9%and as many as 25% of visitors
using site search
may be searching for the same thing a
second time
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© 2015 Seer Interactive • All Rights Reserved • Page 127
Landing PageSite Search
Keyword# of
Occurrences
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© 2015 Seer Interactive • All Rights Reserved • Page 128
The samevisitor pathis occurring
repeatedly
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 129
Landing PageSite Search
Keyword# of
Occurrences
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 131
They give you a second chanceSeer Interactive @McGswagg