Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© 2015 Seer Interactive • All Rights Reserved • Page 1
https://www.flickr.com/photos/williambrawley/
AVOIDING TOP TEN
DATA...
© 2015 Seer Interactive • All Rights Reserved • Page 2
Top Ten Data Syndrome:
/täp ten ˈdadəˈ sinˌdrōm/
Noun
• The inabili...
© 2015 Seer Interactive • All Rights Reserved • Page 3
https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.h...
REFERRAL DATA
https://www.flickr.com/photos/speedoflife/
Seer Interactive @McGswagg
RANK WITH YOUR REFERRAL
Seer Interactive @McGswagg
YOUR SITE
THE
REFERRING
SITE
Visitor Path
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 7
How did the visitor
reach the referral site
to begin with?
Seer Int...
YOUR SITE
THE
REFERRING
SITE
THE
REFERRAL
RANKS
Visitor Path
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 9
Your referrals have
rankings too
Seer Interactive @McGswagg
Determine where your site should be
based on where your referrals are.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 11
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 12
Referral Path Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 13
and you already know
they convert.
Now you’ve got a persona
Seer I...
© 2015 Seer Interactive • All Rights Reserved • Page 14
Seer Interactive @McGswagg
If the referral is getting the customers that
love your brand, why aren’t you?
Seer Interactive @McGswagg
FIND THE PERSONA’S STARTING POINT
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 17
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 18
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 19
Competitors
Competitors
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 20
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 21
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 22
Incorporate keywords your
referrals are using
and join themon page...
© 2015 Seer Interactive • All Rights Reserved • Page 23
Benefit from owning
two ranking positions.
Seer Interactive @McGsw...
DETERMINE WHAT TO
FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 25
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 26
Ecommerce
Conversion Rate
Referral Path
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 27
Ecommerce
Conversion Rate
Referral Path
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 28
0.85%
Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 29
2.03%
Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 30
Focus on featuring a product
instead of featuring the brand
for hi...
PERSONAS
WITHOUT
THE HEADACHE
https://www.flickr.com/photos/londonmatt/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 32
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 33
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 34
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 35
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 36
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 37
$4,000
1.08% Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 38
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 39
$10,000
1.37% Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 40
$4,000
1.08% Conversion Rate
$10,000
1.37% Conversion Rate
Seer In...
26% higher conversion Rate
from the republished article
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 42
Another
Comparison
https://www.flickr.com/photos/furryscalyman/
Se...
© 2015 Seer Interactive • All Rights Reserved • Page 43
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 44
$7,500 Quote Requests
0.62% Conversion Rate
Seer Interactive @McGs...
© 2015 Seer Interactive • All Rights Reserved • Page 45
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 46
$27,000
4.73% Conversion Rate
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 47
$27,000
4.73% Conversion Rate
$7,500
0.62% Conversion Rate
Seer In...
© 2015 Seer Interactive • All Rights Reserved • Page 48
Don’t
assume.
Use your referral data.
https://www.flickr.com/photo...
SITE SEARCH
https://www.flickr.com/photos/ryanwick/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 50
Seer Interactive @McGswagg
How's it work?
https://www.flickr.com/photos/drp/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 52
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 53
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 54
Seer Interactive @McGswagg
Why’s it matter?
https://www.flickr.com/photos/denisemattox/
Seer Interactive @McGswagg
USER
EXPERIENCE
https://www.flickr.com/photos/u-ri-bo/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 57
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 58
Customers are
accustomed to results.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 59
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 60
Customers are
accustomed to assistance.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 61
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 62
Not everyone
likes the mega menu.
Seer Interactive @McGswagg
THE DATA!
https://www.flickr.com/photos/small_realm/
Well...what kind of data are we working with really?
Seer Interactive...
© 2015 Seer Interactive • All Rights Reserved • Page 64
These are the 9% that can’t find
what they’re looking for.
Seer In...
© 2015 Seer Interactive • All Rights Reserved • Page 65
You’re your own Google.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 66
7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning
...
© 2015 Seer Interactive • All Rights Reserved • Page 67
4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning
Seer Interactive...
© 2015 Seer Interactive • All Rights Reserved • Page 68
11%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
Customers see...
FINDING DEAD ENDS
https://www.flickr.com/photos/tadsonbussey/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 70
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 71
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 72
with search
results
without search
results
Seer Interactive @McGsw...
© 2015 Seer Interactive • All Rights Reserved • Page 73
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 74
Variations matter.
Seer Interactive @McGswagg
CONTENT GAPS
delivered to your front door
https://www.flickr.com/photos/denverjeffrey/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 76
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 77
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 78
Seer Interactive @McGswagg
GENERAL
TROUBLESHOOTING
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 80
Seer Interactive @McGswagg
Look past the top ten….
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 82
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 83
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 84
Confirm the accuracy of
your search engine
Seer Interactive @McGsw...
UNDERSTANDING INTENTION
and changing the conversation
https://www.flickr.com/photos/danielcoy/
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 86
But that’s only
5% all site
searches…
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 87
This is top ten data syndrome.
https://www.flickr.com/photos/mamch...
© 2015 Seer Interactive • All Rights Reserved • Page 88
How about instead of the
top 10 terms
Lets look at the
top 1,000
a...
© 2015 Seer Interactive • All Rights Reserved • Page 89
cancel
close
delete
deactivate
terminate
end
stop
pause
suspend
ca...
© 2015 Seer Interactive • All Rights Reserved • Page 90
Out of the first 1,000 terms
searched on the site
20% (not 5%) dir...
CHANGE THE
CONVERSATION
Seer Interactive @McGswagg
What Else?
Seer Interactive @McGswagg
https://www.flickr.com/photos/aigle_dore/
LETS LOOK AT OLD DATA
Seer Interactive @McGswagg
a land before…
(not provided)
https://www.flickr.com/photos/52630087@N08/
Seer Interactive @McGswagg
Visitor Path
Site Search
Keyword
The Result
Seer Interactive @McGswagg
Visitor Path
Site Search
Keyword
The Result
Organic Search
Keyword
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 97
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 98
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 99
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 100
THIS GUY IS READY TO BUY
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 101
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 102
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 103
NO FOURSEASON PANTS
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 104
https://www.flickr.com/photos/jamesjordan/
Luckily…
you have
a pe...
© 2015 Seer Interactive • All Rights Reserved • Page 105
They use your site search
to give it a second try
Seer Interactiv...
© 2015 Seer Interactive • All Rights Reserved • Page 106
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 107
https://www.flickr.com/photos/chefranden/
Seer Interactive @McGsw...
© 2015 Seer Interactive • All Rights Reserved • Page 108
https://www.flickr.com/photos/chefranden/
Seer Interactive @McGsw...
© 2015 Seer Interactive • All Rights Reserved • Page 109
Exact matches matter.
Seer Interactive @McGswagg
Your content is not
specific enough.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 111
Data from 2011
can still be relevant today
https://www.flickr.com...
Visitor Path
Site Search
Keyword
The Result
Organic Search
Keyword
How often…
are you making your visitor
search twice?
Se...
© 2015 Seer Interactive • All Rights Reserved • Page 113
Remove (not provided)
Remove branded
Update all to lowercase
Seer...
© 2015 Seer Interactive • All Rights Reserved • Page 114
But what about similar matches?
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 115
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 116
Enter: Fuzzy Lookup
https://www.flickr.com/photos/bonniesducks/
S...
© 2015 Seer Interactive • All Rights Reserved • Page 117
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 118
Enter:
Excel Crashing….
@ethanlyon
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 119
Organic
Keyword
Site Search
Keyword
% Similarity
Seer Interactive...
© 2015 Seer Interactive • All Rights Reserved • Page 120
Narrow down to only
the most similar.
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 121
Organic
Keyword
Site Search
Keyword
% Similarity
Seer Interactive...
© 2015 Seer Interactive • All Rights Reserved • Page 122
Organic
Keyword
Site Search
Keyword
%
Similarity
Unique
Searches
...
© 2015 Seer Interactive • All Rights Reserved • Page 123
The same visitor path
is occurring
repeatedly
Seer Interactive @M...
So?
How often is this
actually happening?
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 125
As few as 9%
and as many as 25% of visitors
using site search
may...
Well what about
in 2015?
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 127
Landing Page
Site Search
Keyword
# of
Occurrences
Seer Interactiv...
© 2015 Seer Interactive • All Rights Reserved • Page 128
The same visitor path
is occurring
repeatedly
Seer Interactive @M...
© 2015 Seer Interactive • All Rights Reserved • Page 129
Landing Page
Site Search
Keyword
# of
Occurrences
Seer Interactiv...
© 2015 Seer Interactive • All Rights Reserved • Page 130
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 131
They give you a second chance
Seer Interactive @McGswagg
© 2015 Seer Interactive • All Rights Reserved • Page 132
Seer Interactive @McGswagg
Your content is not
broad enough.
Seer Interactive @McGswagg
QUIT MAKING THE
CONSUMER
SEARCH TWICE
AND GET IT RIGHT
THE FIRST TIME.
Seer Interactive @McGswagg
Don’t miss out on
what can come from
looking past
the top ten.
https://www.flickr.com/photos/glasgowamateur/
Seer Interact...
Upcoming SlideShare
Loading in …5
×

Avoiding Top Ten Data Syndrome - SearchLove Boston

1,092 views

Published on

Avoid Top Ten Data Syndrome by looking at Referral and Site Search keyword data in Google Analytics.

Published in: Marketing
  • Be the first to comment

Avoiding Top Ten Data Syndrome - SearchLove Boston

  1. 1. © 2015 Seer Interactive • All Rights Reserved • Page 1 https://www.flickr.com/photos/williambrawley/ AVOIDING TOP TEN DATA SYNDROME The Most Undervalued Analytics Reports Seer Interactive @McGswagg
  2. 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/ Seer Interactive @McGswagg
  3. 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/ Seer Interactive @McGswagg
  4. 4. REFERRAL DATA https://www.flickr.com/photos/speedoflife/ Seer Interactive @McGswagg
  5. 5. RANK WITH YOUR REFERRAL Seer Interactive @McGswagg
  6. 6. YOUR SITE THE REFERRING SITE Visitor Path Seer Interactive @McGswagg
  7. 7. © 2015 Seer Interactive • All Rights Reserved • Page 7 How did the visitor reach the referral site to begin with? Seer Interactive @McGswagg
  8. 8. YOUR SITE THE REFERRING SITE THE REFERRAL RANKS Visitor Path Seer Interactive @McGswagg
  9. 9. © 2015 Seer Interactive • All Rights Reserved • Page 9 Your referrals have rankings too Seer Interactive @McGswagg
  10. 10. Determine where your site should be based on where your referrals are. Seer Interactive @McGswagg
  11. 11. © 2015 Seer Interactive • All Rights Reserved • Page 11 Seer Interactive @McGswagg
  12. 12. © 2015 Seer Interactive • All Rights Reserved • Page 12 Referral Path Conversion Rate Seer Interactive @McGswagg
  13. 13. © 2015 Seer Interactive • All Rights Reserved • Page 13 and you already know they convert. Now you’ve got a persona Seer Interactive @McGswagg
  14. 14. © 2015 Seer Interactive • All Rights Reserved • Page 14 Seer Interactive @McGswagg
  15. 15. If the referral is getting the customers that love your brand, why aren’t you? Seer Interactive @McGswagg
  16. 16. FIND THE PERSONA’S STARTING POINT Seer Interactive @McGswagg
  17. 17. © 2015 Seer Interactive • All Rights Reserved • Page 17 Seer Interactive @McGswagg
  18. 18. © 2015 Seer Interactive • All Rights Reserved • Page 18 Seer Interactive @McGswagg
  19. 19. © 2015 Seer Interactive • All Rights Reserved • Page 19 Competitors Competitors Seer Interactive @McGswagg
  20. 20. © 2015 Seer Interactive • All Rights Reserved • Page 20 Seer Interactive @McGswagg
  21. 21. © 2015 Seer Interactive • All Rights Reserved • Page 21 Seer Interactive @McGswagg
  22. 22. © 2015 Seer Interactive • All Rights Reserved • Page 22 Incorporate keywords your referrals are using and join themon page 1. Seer Interactive @McGswagg
  23. 23. © 2015 Seer Interactive • All Rights Reserved • Page 23 Benefit from owning two ranking positions. Seer Interactive @McGswagg
  24. 24. DETERMINE WHAT TO FOCUS ON WHEN YOU GET FEATURED https://www.flickr.com/photos/rogersg/ Seer Interactive @McGswagg
  25. 25. © 2015 Seer Interactive • All Rights Reserved • Page 25 Seer Interactive @McGswagg
  26. 26. © 2015 Seer Interactive • All Rights Reserved • Page 26 Ecommerce Conversion Rate Referral Path Seer Interactive @McGswagg
  27. 27. © 2015 Seer Interactive • All Rights Reserved • Page 27 Ecommerce Conversion Rate Referral Path Seer Interactive @McGswagg
  28. 28. © 2015 Seer Interactive • All Rights Reserved • Page 28 0.85% Conversion Rate Seer Interactive @McGswagg
  29. 29. © 2015 Seer Interactive • All Rights Reserved • Page 29 2.03% Conversion Rate Seer Interactive @McGswagg
  30. 30. © 2015 Seer Interactive • All Rights Reserved • Page 30 Focus on featuring a product instead of featuring the brand for higher conversion rates Seer Interactive @McGswagg
  31. 31. PERSONAS WITHOUT THE HEADACHE https://www.flickr.com/photos/londonmatt/ Seer Interactive @McGswagg
  32. 32. © 2015 Seer Interactive • All Rights Reserved • Page 32 Seer Interactive @McGswagg
  33. 33. © 2015 Seer Interactive • All Rights Reserved • Page 33 Seer Interactive @McGswagg
  34. 34. © 2015 Seer Interactive • All Rights Reserved • Page 34 Seer Interactive @McGswagg
  35. 35. © 2015 Seer Interactive • All Rights Reserved • Page 35 Seer Interactive @McGswagg
  36. 36. © 2015 Seer Interactive • All Rights Reserved • Page 36 Seer Interactive @McGswagg
  37. 37. © 2015 Seer Interactive • All Rights Reserved • Page 37 $4,000 1.08% Conversion Rate Seer Interactive @McGswagg
  38. 38. © 2015 Seer Interactive • All Rights Reserved • Page 38 Seer Interactive @McGswagg
  39. 39. © 2015 Seer Interactive • All Rights Reserved • Page 39 $10,000 1.37% Conversion Rate Seer Interactive @McGswagg
  40. 40. © 2015 Seer Interactive • All Rights Reserved • Page 40 $4,000 1.08% Conversion Rate $10,000 1.37% Conversion Rate Seer Interactive @McGswagg
  41. 41. 26% higher conversion Rate from the republished article Seer Interactive @McGswagg
  42. 42. © 2015 Seer Interactive • All Rights Reserved • Page 42 Another Comparison https://www.flickr.com/photos/furryscalyman/ Seer Interactive @McGswagg
  43. 43. © 2015 Seer Interactive • All Rights Reserved • Page 43 Seer Interactive @McGswagg
  44. 44. © 2015 Seer Interactive • All Rights Reserved • Page 44 $7,500 Quote Requests 0.62% Conversion Rate Seer Interactive @McGswagg
  45. 45. © 2015 Seer Interactive • All Rights Reserved • Page 45 Seer Interactive @McGswagg
  46. 46. © 2015 Seer Interactive • All Rights Reserved • Page 46 $27,000 4.73% Conversion Rate Seer Interactive @McGswagg
  47. 47. © 2015 Seer Interactive • All Rights Reserved • Page 47 $27,000 4.73% Conversion Rate $7,500 0.62% Conversion Rate Seer Interactive @McGswagg
  48. 48. © 2015 Seer Interactive • All Rights Reserved • Page 48 Don’t assume. Use your referral data. https://www.flickr.com/photos/spiderdog/ Seer Interactive @McGswagg
  49. 49. SITE SEARCH https://www.flickr.com/photos/ryanwick/ Seer Interactive @McGswagg
  50. 50. © 2015 Seer Interactive • All Rights Reserved • Page 50 Seer Interactive @McGswagg
  51. 51. How's it work? https://www.flickr.com/photos/drp/ Seer Interactive @McGswagg
  52. 52. © 2015 Seer Interactive • All Rights Reserved • Page 52 Seer Interactive @McGswagg
  53. 53. © 2015 Seer Interactive • All Rights Reserved • Page 53 Seer Interactive @McGswagg
  54. 54. © 2015 Seer Interactive • All Rights Reserved • Page 54 Seer Interactive @McGswagg
  55. 55. Why’s it matter? https://www.flickr.com/photos/denisemattox/ Seer Interactive @McGswagg
  56. 56. USER EXPERIENCE https://www.flickr.com/photos/u-ri-bo/ Seer Interactive @McGswagg
  57. 57. © 2015 Seer Interactive • All Rights Reserved • Page 57 Seer Interactive @McGswagg
  58. 58. © 2015 Seer Interactive • All Rights Reserved • Page 58 Customers are accustomed to results. Seer Interactive @McGswagg
  59. 59. © 2015 Seer Interactive • All Rights Reserved • Page 59 Seer Interactive @McGswagg
  60. 60. © 2015 Seer Interactive • All Rights Reserved • Page 60 Customers are accustomed to assistance. Seer Interactive @McGswagg
  61. 61. © 2015 Seer Interactive • All Rights Reserved • Page 61 Seer Interactive @McGswagg
  62. 62. © 2015 Seer Interactive • All Rights Reserved • Page 62 Not everyone likes the mega menu. Seer Interactive @McGswagg
  63. 63. THE DATA! https://www.flickr.com/photos/small_realm/ Well...what kind of data are we working with really? Seer Interactive @McGswagg
  64. 64. © 2015 Seer Interactive • All Rights Reserved • Page 64 These are the 9% that can’t find what they’re looking for. Seer Interactive @McGswagg
  65. 65. © 2015 Seer Interactive • All Rights Reserved • Page 65 You’re your own Google. Seer Interactive @McGswagg
  66. 66. © 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
  67. 67. © 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
  68. 68. © 2015 Seer Interactive • All Rights Reserved • Page 68 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
  69. 69. FINDING DEAD ENDS https://www.flickr.com/photos/tadsonbussey/ Seer Interactive @McGswagg
  70. 70. © 2015 Seer Interactive • All Rights Reserved • Page 70 Seer Interactive @McGswagg
  71. 71. © 2015 Seer Interactive • All Rights Reserved • Page 71 Seer Interactive @McGswagg
  72. 72. © 2015 Seer Interactive • All Rights Reserved • Page 72 with search results without search results Seer Interactive @McGswagg
  73. 73. © 2015 Seer Interactive • All Rights Reserved • Page 73 Seer Interactive @McGswagg
  74. 74. © 2015 Seer Interactive • All Rights Reserved • Page 74 Variations matter. Seer Interactive @McGswagg
  75. 75. CONTENT GAPS delivered to your front door https://www.flickr.com/photos/denverjeffrey/ Seer Interactive @McGswagg
  76. 76. © 2015 Seer Interactive • All Rights Reserved • Page 76 Seer Interactive @McGswagg
  77. 77. © 2015 Seer Interactive • All Rights Reserved • Page 77 Seer Interactive @McGswagg
  78. 78. © 2015 Seer Interactive • All Rights Reserved • Page 78 Seer Interactive @McGswagg
  79. 79. GENERAL TROUBLESHOOTING Seer Interactive @McGswagg
  80. 80. © 2015 Seer Interactive • All Rights Reserved • Page 80 Seer Interactive @McGswagg
  81. 81. Look past the top ten…. Seer Interactive @McGswagg
  82. 82. © 2015 Seer Interactive • All Rights Reserved • Page 82 Seer Interactive @McGswagg
  83. 83. © 2015 Seer Interactive • All Rights Reserved • Page 83 Seer Interactive @McGswagg
  84. 84. © 2015 Seer Interactive • All Rights Reserved • Page 84 Confirm the accuracy of your search engine Seer Interactive @McGswagg
  85. 85. UNDERSTANDING INTENTION and changing the conversation https://www.flickr.com/photos/danielcoy/ Seer Interactive @McGswagg
  86. 86. © 2015 Seer Interactive • All Rights Reserved • Page 86 But that’s only 5% all site searches… Seer Interactive @McGswagg
  87. 87. © 2015 Seer Interactive • All Rights Reserved • Page 87 This is top ten data syndrome. https://www.flickr.com/photos/mamchenkov/ Seer Interactive @McGswagg
  88. 88. © 2015 Seer Interactive • All Rights Reserved • Page 88 How about instead of the top 10 terms Lets look at the top 1,000 and every possible variation
  89. 89. © 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
  90. 90. © 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 Seer Interactive @McGswagg
  91. 91. CHANGE THE CONVERSATION Seer Interactive @McGswagg
  92. 92. What Else? Seer Interactive @McGswagg
  93. 93. https://www.flickr.com/photos/aigle_dore/ LETS LOOK AT OLD DATA Seer Interactive @McGswagg
  94. 94. a land before… (not provided) https://www.flickr.com/photos/52630087@N08/ Seer Interactive @McGswagg
  95. 95. Visitor Path Site Search Keyword The Result Seer Interactive @McGswagg
  96. 96. Visitor Path Site Search Keyword The Result Organic Search Keyword Seer Interactive @McGswagg
  97. 97. © 2015 Seer Interactive • All Rights Reserved • Page 97 Seer Interactive @McGswagg
  98. 98. © 2015 Seer Interactive • All Rights Reserved • Page 98 Seer Interactive @McGswagg
  99. 99. © 2015 Seer Interactive • All Rights Reserved • Page 99 Seer Interactive @McGswagg
  100. 100. © 2015 Seer Interactive • All Rights Reserved • Page 100 THIS GUY IS READY TO BUY Seer Interactive @McGswagg
  101. 101. © 2015 Seer Interactive • All Rights Reserved • Page 101 Seer Interactive @McGswagg
  102. 102. © 2015 Seer Interactive • All Rights Reserved • Page 102 Seer Interactive @McGswagg
  103. 103. © 2015 Seer Interactive • All Rights Reserved • Page 103 NO FOURSEASON PANTS Seer Interactive @McGswagg
  104. 104. © 2015 Seer Interactive • All Rights Reserved • Page 104 https://www.flickr.com/photos/jamesjordan/ Luckily… you have a persistent customer Seer Interactive @McGswagg
  105. 105. © 2015 Seer Interactive • All Rights Reserved • Page 105 They use your site search to give it a second try Seer Interactive @McGswagg
  106. 106. © 2015 Seer Interactive • All Rights Reserved • Page 106 Seer Interactive @McGswagg
  107. 107. © 2015 Seer Interactive • All Rights Reserved • Page 107 https://www.flickr.com/photos/chefranden/ Seer Interactive @McGswagg
  108. 108. © 2015 Seer Interactive • All Rights Reserved • Page 108 https://www.flickr.com/photos/chefranden/ Seer Interactive @McGswagg
  109. 109. © 2015 Seer Interactive • All Rights Reserved • Page 109 Exact matches matter. Seer Interactive @McGswagg
  110. 110. Your content is not specific enough. Seer Interactive @McGswagg
  111. 111. © 2015 Seer Interactive • All Rights Reserved • Page 111 Data from 2011 can still be relevant today https://www.flickr.com/photos/gfreeman23/ Seer Interactive @McGswagg
  112. 112. Visitor Path Site Search Keyword The Result Organic Search Keyword How often… are you making your visitor search twice? Seer Interactive @McGswagg
  113. 113. © 2015 Seer Interactive • All Rights Reserved • Page 113 Remove (not provided) Remove branded Update all to lowercase Seer Interactive @McGswagg
  114. 114. © 2015 Seer Interactive • All Rights Reserved • Page 114 But what about similar matches? Seer Interactive @McGswagg
  115. 115. © 2015 Seer Interactive • All Rights Reserved • Page 115 Seer Interactive @McGswagg
  116. 116. © 2015 Seer Interactive • All Rights Reserved • Page 116 Enter: Fuzzy Lookup https://www.flickr.com/photos/bonniesducks/ Seer Interactive @McGswagg
  117. 117. © 2015 Seer Interactive • All Rights Reserved • Page 117 Seer Interactive @McGswagg
  118. 118. © 2015 Seer Interactive • All Rights Reserved • Page 118 Enter: Excel Crashing…. @ethanlyon Seer Interactive @McGswagg
  119. 119. © 2015 Seer Interactive • All Rights Reserved • Page 119 Organic Keyword Site Search Keyword % Similarity Seer Interactive @McGswagg
  120. 120. © 2015 Seer Interactive • All Rights Reserved • Page 120 Narrow down to only the most similar. Seer Interactive @McGswagg
  121. 121. © 2015 Seer Interactive • All Rights Reserved • Page 121 Organic Keyword Site Search Keyword % Similarity Seer Interactive @McGswagg
  122. 122. © 2015 Seer Interactive • All Rights Reserved • Page 122 Organic Keyword Site Search Keyword % Similarity Unique Searches Seer Interactive @McGswagg
  123. 123. © 2015 Seer Interactive • All Rights Reserved • Page 123 The same visitor path is occurring repeatedly Seer Interactive @McGswagg
  124. 124. So? How often is this actually happening? Seer Interactive @McGswagg
  125. 125. © 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 Seer Interactive @McGswagg
  126. 126. Well what about in 2015? Seer Interactive @McGswagg
  127. 127. © 2015 Seer Interactive • All Rights Reserved • Page 127 Landing Page Site Search Keyword # of Occurrences Seer Interactive @McGswagg
  128. 128. © 2015 Seer Interactive • All Rights Reserved • Page 128 The same visitor path is occurring repeatedly Seer Interactive @McGswagg
  129. 129. © 2015 Seer Interactive • All Rights Reserved • Page 129 Landing Page Site Search Keyword # of Occurrences Seer Interactive @McGswagg
  130. 130. © 2015 Seer Interactive • All Rights Reserved • Page 130 Seer Interactive @McGswagg
  131. 131. © 2015 Seer Interactive • All Rights Reserved • Page 131 They give you a second chance Seer Interactive @McGswagg
  132. 132. © 2015 Seer Interactive • All Rights Reserved • Page 132 Seer Interactive @McGswagg
  133. 133. Your content is not broad enough. Seer Interactive @McGswagg
  134. 134. QUIT MAKING THE CONSUMER SEARCH TWICE AND GET IT RIGHT THE FIRST TIME. Seer Interactive @McGswagg
  135. 135. Don’t miss out on what can come from looking past the top ten. https://www.flickr.com/photos/glasgowamateur/ Seer Interactive @McGswagg

×