Data Mining for Revenue

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My session from SMX syndey on 'Data Mining for Opportunities'

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Data Mining for Revenue

  1. 1. DATA MINING FOR OPPORTUNITIES Jon Quinton, Senior SEO Consultant, SEOgadget
  2. 2. YOU THINK MORE TRAFFIC = MORE REVENUE?
  3. 3. @jonquinton1Problem / Need Do I Trust This? Will this do the Job?Need Search View Purchase Can I Complete Fast Answer my Goal?
  4. 4. GO BACK TO BASICSHOW DOES YOUR BRAND FIT IN?
  5. 5. @jonquinton1Bookings DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
  6. 6. @jonquinton1ALIGN WITH WHAT YOUR USERS WANT
  7. 7. TIP 1:IDENTIFY WHY PEOPLE SEARCH
  8. 8. @jonquinton1 Families Thrill CouplesSeekers Beach Holidays Elderly Ibiza Couples Crowd
  9. 9. @jonquinton1 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
  10. 10. @jonquinton1 Q&A sites, news, forums andreviews: All great places to get ‘inside’ a new topic
  11. 11. @jonquinton1AUTOMATE AND SCALE USING XPATH Enter a Keyword and see what questions are being asked on Q& A sites
  12. 12. TIP 2:IDENTIFY YOUR WEAK POINTS
  13. 13. @jonquinton11. EXPORT NON-BRAND KEYWORDS…
  14. 14. @jonquinton1 2. 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.
  15. 15. @jonquinton1 2. PULL IN SEARCH VOLUME AND ONPAGE DATA =htmltitle(D2)=arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)
  16. 16. @jonquinton1ARE REFERRAL KEYWORDS CATERED FOR? =IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
  17. 17. @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. 77%
  18. 18. @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
  19. 19. TIP 3:IDENTIFY INFLUENCERS IN YOUR SPACE
  20. 20. Search and sort by ‘Social Authority’
  21. 21. IT’S NOT JUST THE ‘WHO’ - IT’S THE ‘HOW’ AND ‘WHY’
  22. 22. DIG A LITTLE DEEPER TO FIND COMMON CONNECTIONS Run ‘Compare Users’ report to find crossover in your influencers’ social following
  23. 23. Mentionmapp.com isanother great way tovisualise connections
  24. 24. TIP 4:FIND OUT WHAT YOUR INFLUENCERS SHARE
  25. 25. Use allmytweets.com to create a list of your influencers’ tweets
  26. 26. Then use Scraper forchrome to quickly dump the list into Excel
  27. 27. 14012010080604020 0
  28. 28. TIP 5:FIND THE MOST SHARED AUTHORS
  29. 29. Step one is to import the sitemap into Excel. Use XPathonURL: =XPathonURL(A1,”//loc”)
  30. 30. Repeat the process for author details:=XpathonURL(A1, "//a[@rel=author]“)
  31. 31. The result is a data set where you can quicklysort through authors based on social success and reach
  32. 32. TIP 6:IDENTIFY WHAT’S HOT
  33. 33. FINDING THE REASON BEHIND SPIKES IN ACTVITY Telephone / Bad Romance nd 2 Album st 1 Album
  34. 34. Go and see Diesel’s awesome ‘days to live’: http://www.diesel.com/daystolive/
  35. 35. TIP 7:FIND WAYS TO DO THINGS BETTER
  36. 36. 45000 140000 63500030000 1125000 162000015000 Keyword Research will always show new 21 opportunities for revenue and content10000 265000 0
  37. 37. Look for opportunities withhigh search volume, where the competition is spectacularly average
  38. 38. TIP 8:TEST EVERYTHING
  39. 39. TIP 9:USE REAL METRICS
  40. 40. @jonquinton11. MEASURE MULTIPLE GOALS FOR YOUR CONTENT Email Sign Ups GA Event Tracking Bookings GA Funnels New Products GA Views / Bookings
  41. 41. @jonquinton12. MONITOR INTERNAL SEARCH Have any crucial needs been missed? Is new content required? Is my navigation as good as possible?
  42. 42. @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?
  43. 43. @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..
  44. 44. TIP 10:KEEP HUNTING AND REPEAT!
  45. 45. THANK YOU Jon Quinton, SEOgadgetBlog: seogadget.co.ukEmail: jon@seogadget.co.uk

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