More Related Content Similar to SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports' (20) SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'1. © 2015 Seer Interactive • All Rights Reserved • Page 1
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AVOIDING TOP TEN
DATA SYNDROME
The Most Undervalued Analytics Reports
Seer Interactive @McGswagg
2. © 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/
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3. © 2015 Seer Interactive • All Rights Reserved • Page 3
https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.https://www.flickr.com/photos/charlesonflickr/
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7. © 2015 Seer Interactive • All Rights Reserved • Page 7
How did the visitor
reach the referral site
to begin with?
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9. © 2015 Seer Interactive • All Rights Reserved • Page 9
Your referrals have
rankings too
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10. Determine where your site should be
based on where your referrals are.
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Referral Path Conversion
Rate
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and you already know
they convert.
Now you’ve got a persona
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15. If the referral is getting the customers that
love your brand, why aren’t you?
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Competitors
Competitors
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Incorporate keywords your
referrals are using
and join themon page 1.
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22. © 2015 Seer Interactive • All Rights Reserved • Page 22
Benefit from owning
two ranking positions.
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23. DETERMINE WHAT TO
FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/
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Ecommerce
Conversion Rate
Referral Path
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Ecommerce
Conversion Rate
Referral Path
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27. © 2015 Seer Interactive • All Rights Reserved • Page 27
0.85%
Conversion Rate
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28. © 2015 Seer Interactive • All Rights Reserved • Page 28
2.03%
Conversion Rate
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Focus on featuring a product
instead of featuring the brand
for higher conversion rates
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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$4,000
1.08% Conversion Rate
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Seer Interactive @McGswagg
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$10,000
1.37% Conversion Rate
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$4,000
1.08% Conversion Rate
$10,000
1.37% Conversion Rate
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Another
Comparison
https://www.flickr.com/photos/furryscalyman
/
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Seer Interactive @McGswagg
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$7,500 Quote Requests
0.62% Conversion Rate
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Seer Interactive @McGswagg
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$27,000
4.73% Conversion Rate
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$27,000
4.73% Conversion Rate
$7,500
0.62% Conversion Rate
Seer Interactive @McGswagg
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Don’t
assume.
Use your referral data.
https://www.flickr.com/photos/spiderdog/
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
56. © 2015 Seer Interactive • All Rights Reserved • Page 56
Seer Interactive @McGswagg
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Customers are
accustomed to results.
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Seer Interactive @McGswagg
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Customers are
accustomed to assistance.
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Seer Interactive @McGswagg
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Not everyone
likes the mega menu.
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These are the 9% that can’t find
what they’re looking for.
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You’re your own Google.
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7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning
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4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning
Seer Interactive @McGswagg
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11%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
Customers see your site as the
Amazon of your offering or product.
Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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with
search
results
without
search results
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Seer Interactive @McGswagg
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Variations matter.
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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Confirm the accuracy of
your search engine
Seer Interactive @McGswagg
85. © 2015 Seer Interactive • All Rights Reserved • Page 85
But that’s only
5% all site
searches…
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86. © 2015 Seer Interactive • All Rights Reserved • Page 86
This is top ten data syndrome.
https://www.flickr.com/photos/mamchenkov/
Seer Interactive @McGswagg
87. © 2015 Seer Interactive • All Rights Reserved • Page 87
How about instead of the
top 10 terms
Lets look at the
top 1,000
and every possible variation
88. © 2015 Seer Interactive • All Rights Reserved • Page 88
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
89. © 2015 Seer Interactive • All Rights Reserved • Page 89
Out of the first 1,000 terms
searched on the site
20% (not 5%) directly related to
account cancellations
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93. a land before…
(not provided)
https://www.flickr.com/photos/52630087@N08/
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Seer Interactive @McGswagg
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THIS GUY IS READY TO BUY
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NO FOURSEASON PANTS
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https://www.flickr.com/photos/jamesjordan/
Luckily…
you have
a persistent customer
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They use your site search
to give it a second try
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https://www.flickr.com/photos/chefranden/
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https://www.flickr.com/photos/chefranden/
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Exact matches matter.
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Data from 2011
can still be relevant today
https://www.flickr.com/photos/gfreeman23/
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Remove (not provided)
Remove branded
Update all to lowercase
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But what about similar matches?
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Enter: Fuzzy Lookup
https://www.flickr.com/photos/bonniesducks/
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Enter:
Excel Crashing….
@ethanlyon
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Organic
Keyword
Site Search
Keyword
% Similarity
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Narrow down to only
the most similar.
Seer Interactive @McGswagg
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Organic
Keyword
Site Search
Keyword
% Similarity
Seer Interactive @McGswagg
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Organic
Keyword
Site Search
Keyword
%
Similarity
Unique
Searches
Seer Interactive @McGswagg
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The same visitor path
is occurring
repeatedly
Seer Interactive @McGswagg
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As few as 9%
and as many as 25% of visitors
using site search
may be searching for the same thing a
second time
Seer Interactive @McGswagg
126. © 2015 Seer Interactive • All Rights Reserved • Page 126
Landing Page
Site Search
Keyword
# of
Occurrences
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The same visitor path
is occurring
repeatedly
Seer Interactive @McGswagg
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Landing Page
Site Search
Keyword
# of
Occurrences
Seer Interactive @McGswagg
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Seer Interactive @McGswagg
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They give you a second chance
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134. Don’t miss out on
what can come from
looking past
the top ten.
https://www.flickr.com/photos/glasgowamateur/
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