Analysing searcher workflow

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Analysing searcher workflow

  1. 1. ANALYSING SEARCHERWORKFLOWjon@seogadget.co.uk@jonquinton1
  2. 2. @jonquinton1Problem / Need Do I Trust This? Will this do the Job?Need Search View Purchase Can I Complete Fast Answer my Goal? #SESLON
  3. 3. @jonquinton1 Get me out of London!#SESLON
  4. 4. @jonquinton1 Really??#SESLON
  5. 5. BACK TO BASICSHOW DOES YOUR BRAND FIT IN?
  6. 6. @jonquinton1Bookings 1. DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
  7. 7. @jonquinton12. ALIGN WITH WHAT YOUR USERS WANT
  8. 8. EXPANDING KEYWORDS…IDENTIFYING THE NEEDS AND INTENT OF YOUR AUDIENCE
  9. 9. @jonquinton1 Families Thrill CouplesSeekers Beach Holidays Elderly Ibiza Couples Crowd #SESLON
  10. 10. Search TermsNeeds / Intent Content Relaxing Breaks Customer One: Resorts for Over 60s Activities Elderly Couple Senior Holidays Clubbing Holiday Customer Two: Cheap Package Holidays Clubs and Pubs Party Animal Budget BreaksCustomer Three: Romantic Breaks Spa Breaks Dining Romantic Couple Luxury Holidays Customer Four: Family Holidays Facilities Young Family Kids Clubs Family Resorts #SESLON
  11. 11. @jonquinton11. FIND WHAT PEOPLE ARE ASKING… Q&A sites, news, forums and reviews: All great places to get ‘inside’ a new topic #SESLON
  12. 12. @jonquinton1 2. AUTOMATE AND SCALEEnter a Keyword and see what questions are being asked on Q& A sites #SESLON
  13. 13. MEASURE + IMPROVE WITH GAIS THE RIGHT BEST PAGE RANKING?
  14. 14. @jonquinton11. EXPORT NON-BRAND KEYWORDS…
  15. 15. @jonquinton1 EXPORT 1ST THOUSAND ROWS…Once you’ve got the data in Excel, make use of =CONCATENATE to create the full URL. Then use SEOTools for Excel to pull in meta data.
  16. 16. @jonquinton1 PULL IN SEARCH VOLUME AND ONPAGE DATA=arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”) =htmltitle(D2) #SESLON
  17. 17. ARE REFERRAL KEYWORDS CATERED FOR? =IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
  18. 18. @jonquinton1PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES Keyword Matches vs. Non-Matches 23% This is interesting, but it’s not telling us much and isn’t immediately actionable. Factors such as long-tail keywords, and slight variations with language will all be playing a part in this figure. 77% #SESLON
  19. 19. @jonquinton1 TOP TEN BOUNCED TERMS – NON MATCH Top ‘Non-Matched’ Keywords Ordered By Exit Rate 10.90.80.70.60.50.40.30.20.1 0 gifts for valentine gifts unusual gift girls stocking funny gifts laser star laser cosmos star projector wine rack wedding wedding boyfriend for him uk ideas fillers projector projector planner book planning books #SESLON
  20. 20. DOES YOUR BRAND MEET THE NEED OF YOUR AUDIENCE?
  21. 21. @jonquinton1Product Product Product #SESLON
  22. 22. @jonquinton1 Onthebeach.co.uk take a proactive approach toanswering questions relating to family holidays and travelling with kids #SESLON
  23. 23. SOMETIMES IT’S A MOODYOU NEED TO CAPTURE…
  24. 24. @jonquinton1SELLING THE DREAM Dreaming of a holiday? This is EXACTLY what I have in my head!
  25. 25. @jonquinton1PROACTIVE NOT REACTIVE Weddings, honeymoons, romantic breaks – it’s all super easy to find
  26. 26. PROBLEM: MOST METRICS DON’T REALLY MEAN ANYTHING
  27. 27. @jonquinton1GAH - REALLY?
  28. 28. WHAT CAN WE MEASURE?
  29. 29. @jonquinton11. MEASURE MULTIPLE GOALS FOR YOUR CONTENT Email Sign Ups GA Event Tracking Bookings GA Funnels New Products GA Views / Bookings #SESLON
  30. 30. @jonquinton12. MONITOR INTERNAL SEARCH Have any crucial needs been missed? Is new content required? Is my navigation as good as possible?
  31. 31. @jonquinton1 3. CUSTOMER SERVICE – MONITOR PHONE HOURS70000 6860000 6650000 6440000 62 Traffic30000 60 Call Hours20000 5810000 56 0 54 Are you monitoring the effect content has on customer enquiries and customer service workload?
  32. 32. @jonquinton1 4. MONITOR USER PERCEPTION / SENTIMENT Customer Service: Monitor Reviews: Monitor Social: Ask Questions:Simple Brand Monitoring: Monitor Support Tickets: It’s SO easy to find out what people are thinking. Often, all you need to do is ask..
  33. 33. KEY TAKEAWAYS
  34. 34. 1. IDENTIFY THE WORKFLOW STEPS FORYOUR USERS2. FIND THE QUESTIONS / NEEDS BEHINDTHE KEYWORD3. ANALYSE, DIAGNOSE AND IMPROVEUSING REAL METRICS
  35. 35. THANK YOU! Jon Quinton, SEOgadgetBlog: seogadget.co.ukEmail: jon@seogadget.co.uk

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