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Adam Dorfman: Using Data to Connect With & Convert Searchers in Near Me Moments
- 1. Using Data to Connect With and Convert Searchers in Near Me Moments Adam Dorfman SVP – Product & Technology www.simpartners.com @phixed #stateofsearch
- 2. But What is A Near Me Moment Reaction Gif
- 3. Photo Credit: Kleiner Perkins Caufield & Byers (KPCB)
- 9. Sample Size: 2,000 Locations Data Collected: Listing Health Demographic Data Website Traffic On Page Actions Rankings @phixed #stateofsearch
- 10. Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health @phixed #stateofsearch
- 11. Listing Health?
- 12. A Truthful Representation of How Accurate Your Listings Are Not All Citations Are Equally Good What Listing (Citation) Health Should Be: @phixed #stateofsearch
- 20. Vertical citations trump domain strength (more often than not) App citations are growing in importance Data aggregators (amplifiers) are still incredibly important @phixed #stateofsearch
- 21. A Truthful Representation of How Accurate Your Listings Are Not All Citations Are Equally Good Not All Inaccuracies Are Equally Bad What Listing (Citation) Health Should Be: @phixed #stateofsearch
- 34. Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health @phixed #stateofsearch
- 35. 10% 20% 30% 40% 50% 60% 70% 80% Listing Health Score Traffic How Listing Health Impacts Traffic
- 36. 10% 20% 30% 40% 50% 60% 70% 80% Listing Health Score OPAs Traffic How Listing Health Impacts On Page Actions
- 37. 10% 20% 30% 40% 50% 60% 70% 80% Listing Health Score OPAs Traffic Traffic Quality Improves Traffic Quality Stabilizes How Listing Health Impacts On Page Actions
- 38. 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% Listing Health Score On Page Actions per Visit by Listing Health Score
- 39. Brands that increased their Listing Health Score by 20% experienced up to: @phixed #stateofsearch
- 40. Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health @phixed #stateofsearch
- 41. Takeaways: • Listing health still matters • Reconsider how you measure listing health success • Make your data available in as many places as possible using data amplifiers • Focus your efforts on the sites and data points that impact you the most @phixed #stateofsearch
- 42. Hypothesis #2: Traffic from Organic Rankings Converts Better
- 43. -5.0% -4.0% -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Branded Traffic Organic - Local -5.0% -4.0% -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Non-Branded Traffic Organic - Local MoreLocalMoreOrganic
- 47. -5.0% -4.0% -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 On Page Actions Organic - Local
- 48. Hypothesis #2: Traffic from Organic Rankings Converts Better
- 49. Takeaways: • Expect your local search rankings to be the primary source of recovery search traffic • Discovery search traffic will come from both • Google has become adept at sending consistently relevant traffic whether from Local or Organic @phixed #stateofsearch
- 50. Hypothesis #3: Demographic variables affects on-page actions http://xkcd.com/1138/
- 51. Insert Slide about Machine Learning Algorithms and Marketing to Personas
- 52. • Income • Immigration Status • Work Classification (Govt/Self/etc) • Marital Status • Income Derivation (Interest/Capital Gains vs W2s) • Property Value • Age • Language spoken Variables considered: http://forum.blockland.us/index.php?topic=238783.0
- 54. -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% On Page Action Performance Variables – Overall
- 55. -18.0% -16.0% -14.0% -12.0% -10.0% -8.0% -6.0% -4.0% -2.0% 0.0% 2.0% 4.0% On Page Action Performance Variables – Financial Services
- 56. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% On Page Action Performance Variables – Retail
- 57. 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% On Page Action Performance Variables – Healthcare
- 58. Hypothesis #3: Demographic variables affects on-page actions http://xkcd.com/1138/
- 59. Takeaways: • Hyperlocal + Personas = Scalable Content Strategies • There is an opportunity in addressing underserved communities • Demographics matter and vary based on industry • With machine learning metrics becoming a primary ranking signal, speaking specifically to visitors is a must. @phixed #stateofsearch
Editor's Notes
- This trend will continue and mobile use will continue to grow… This chart from Mary Meeker’s latest deck… So now – ready or not – we are all mobile marketers and entering a “post-mobile” era… We are not saying mobile devices are going away, we are saying that we are now entering an era in which everything is mobile…
- And that always-on, real-time access to information has splintered the “Zero Moments” into “Micro-Moments”…
- These are the “I want to know” moments…The “I want to go” moments…The “I want to do” moments…The “I want to buy” moments… How many people here today had one of these moments today? How many have had more than 10 of these moments today? Many of the micro moments that occur to me when I think about this are light like “I want to know when Spectre is playing near me and if it is sold out” But others become more serious. “I need an oncologist.” “I want to refinance my house.”
- And, the one type of moment we spend so much of our time thinking about … Are the “near me” moments…
- Sampled evenly across market populations
- Listing health problems have changed. What was problematic 3 years ago isn't necessarily the same problems now. Citation accuracy today reminds me of rankings. Yes, they are important to monitor and useful when looking to discover performance opportunities. But in and of itself they can be red herrings Don’t focus on making your data looks right, focus on making it used right
- Notice the 10-20 OPAs as they are the over performers; they tend to have deeper excursions
- Government due to access to Credit Unions and other employer sponsored financial services
- Kids = more stuff to buy More people in households = more conversations need to happen prior to purchasing
- How do we create a persona to market to people that we know this to be true about?