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Answering business questions with search data | Sophie Moule | Elevate Brighton

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Beyond Traffic: Answering business questions with search data

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Answering business questions with search data | Sophie Moule | Elevate Brighton

  1. 1. #ElevateBrighton | #BrightonSEO Elevate Brighton
  2. 2. Beyond Traffic Answering business questions with search data. Sophie Moule pi-datametrics.com | @PiDatametrics | @SophieMoule April 2018
  3. 3. Big stakes. Huge urgency. 3pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Beyond Traffic 1 Rankings / Traffic 2 Commercials 3 Landscape 4 Future & Beyond “THE WINNERS” Relationships are a two way thing If SEO is more than JUST traffic... … more can impact your traffic than rankings!
  4. 4. 4pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Obvious right? - Wrong Organic traffic is down - first team that gets called upon is the SEO team. Organic traffic is up - first team that gets praised is the SEO team.
  5. 5. 5pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Help your business understand the right problems, By answering questions correctly
  6. 6. 6pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Factors within your business ● Product launches ● Planned News and PR ● Owned Social Media ● Other Marketing and Advertising ● Trading (sales and discounts) Factors external to your business ● Competitors ● Cultural trends ● Weather ● Related industry trends ● Seasonal events ● Unplanned News and PR ● Unplanned Social media ● Politics & Legislation ● The economy So, what might impact organic traffic - outside of rankings?
  7. 7. 7pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton The more you know about the past, The better prepared you are for the future.
  8. 8. 8pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Internal Factors
  9. 9. 9pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Question: Why is our organic traffic so much lower in 2017 than 2016, across all markets? Australia New Zealand Canada US UK Product Launch : Search volume by market for brand terms
  10. 10. 10pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Answer: Rankings haven’t changed. There were more brand searches driving traffic to the site But why…?
  11. 11. 11pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Product Launched: Search volume ‘New product’ branded terms vs. ‘Other’ branded terms ‘New product’ branded terms ‘Other’ branded terms
  12. 12. 12pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Question: Why was organic traffic higher in June 2016 than any other point? Search volume Answer: There was a big advertising campaign for this brand during June 2016. Brand X
  13. 13. 13pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Tesla reveals its $35,000 car for the masses April 1, 2016 | money.cnn.com BMWAudi Ford HyundaiHonda Lexus Peugeot Tesla VolkswagenToyota Volvo Question: Why was search volume so high for Tesla in April 2016, and again in August 2017?
  14. 14. 14pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton BMWAudi Ford HyundaiHonda Lexus Peugeot Tesla VolkswagenToyota Volvo Unplanned News! VW scandal: UK to rerun emissions tests Thu 24 Sep 2015 | theguardian.com
  15. 15. 15pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton External Factors
  16. 16. 16pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton The most obvious external factor… CHRISTMAS Fragrance peaks yearly at Christmas - seasonal peaks.
  17. 17. 17pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Question: Post Christmas - which categories should I push? Lingerie Skirts & shorts Swim & beachwear Wedding Playsuits & jumpsuits Tops, shirts & knitwear Trousers, jeans & bottoms Coats, jackets & blazers
  18. 18. 18pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton
  19. 19. 19pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Question: Why are we suddenly getting such a big increase in traffic? What has the SEO team done so well? Retailer 1 Retailer 2 Retailer 3 Retailer 4 Retailer 5 Retailer 6 Retailer 7 Retailer 8 Retailer 9 Retailer 10 Retailer 11 Retailer 12 Retailer 1 Retailer 2
  20. 20. 20pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Answer: This company’s SEO haven’t done anything differently, their competitor has taken a big dive in rankings Action: However tempting it may be to take the credit for this at the time… ● Manage the businesses expectations around performance. ● The competitor may recover next week, and you’ll have to explain why WOW traffic is down! ● BUT in the meantime - are there any further opportunities to capitalise on a competitor’s downfall?
  21. 21. 21pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Makeup for the Selfie Generation* Rise of Contouring and Face Mapping Trends to Increase the Sales of Face Make-up Until 2020, Says Technavio* ‘Selfie generation’ fuels huge rise of cosmetics sales as people chase flawless, contoured looks* Make up Question: Why is our makeup category getting increased traffic every year?
  22. 22. 22pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Question: Which specific makeup categories should we focus on going forward?
  23. 23. 23pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Impact of Legislation & Unplanned Social BMWAudi Ford HyundaiHonda Lexus Peugeot Tesla VolkswagenToyota Volvo Trump says Toyota will face tariffs on cars made in Mexico January 6th, 2017 | bbc.co.uk*
  24. 24. 24pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Impact of Politics & Unplanned News
  25. 25. 25pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Planning for internal & external factors
  26. 26. 26pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Plan for known internal and external factors early
  27. 27. 27pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Make the unpredictable, predictable Identify patterns ● Make a list of relevant external factors that you need to pay attention to. ● Have contingency plans for weather etc.
  28. 28. 28pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton If you can identify the external factors that present a risk, or an opportunity to your performance You will become the master of your own destiny!
  29. 29. 29pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton “Everything changes - pay attention”
  30. 30. 30pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Adding value to the business
  31. 31. 31pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton Then work towards influencing wider digital department. Share the success with other teams. Outside of performance marketing teams, you can add great value by helping content and social teams prove the results in their work. Attrition - don’t expect to be listened to straight away! Create success stories within your SEO team. Present success stories as a department, and as a single narrative, to other teams Show positive impact this will have on business objectives, e.g: Commercials, Customers Users Try one insight at a time. And prove successes stage by stage. Usually accepted better than using this data as a wider insight.
  32. 32. #ElevateBrighton | #BrightonSEO Elevate Brighton

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