What’s SEO? The time machine has two settings: Past – rely on keyword density for your one keyword! Future- Dystopian- Google changes constantly for no reason, so why bother? Utopian- search engines are just like people now, so there’s no need.
I’m Rebecca Haden from Haden Interactive, a local WordPress shop
Here’s our team – we’d love to meet you and we’re happy to answer questions.
Teresa Warren’s story about spreadsheets
Publicly available data may not mesh with our needs, and it’s a big data set of its own. $499 for Forrester report, $45k p.a. for Pentaho
But we have to move past this to find actionable data.
Make sure everyone knows what an algorithm is. Indexing Native WP search engine works the way they all used to work – shows you the instances of the word from most recent.
When it was shown, it was shown at #1, but these are not 100% of the searches using these terms – sometimes it wasn’t shown at all.
Big Data for the Rest of Us
…and what they can do for us
FOR THE REST OF
US Analytics can provide business
insights, not just SEO insights.
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
Address: 1337 E. Ash, Fayetteville, AR
Meet us at
A corpus of data too big to handle with low-tech tools.
Big companies had access to Big Data.
We all have access to Big Data.
We have relatively
Extrapolate from large
public data sets to our
Pay for relevant data
sets and reports.
An Alternative: Google Analytics
Big data collection and
analysis tool with the power
to It’s free. business insights.
• It captures and analyzes your data.
• It shows more than just web traffic.
Example #1: A CPG Manufacturer
Web traffic increases, but sales
• Identify a signal of intent to buy.
• Measure increase in that signal.
• Discover that only 35% of visitors have
• This is a distribution, not a marketing
Example #2: B2B E-Commerce
Looks like bing brings big
Should we optimize for bing?
• Bing visitors don’t have a higher
conversion rate and they’re
searching for the company name.
• We’re seeing a different pattern.
• Visits from corporate centers
followed by same-city purchases.
• Develop partnership with the
Example #3: Thought Leader
Are we influencing people, or
just getting traffic?
How do we know?
Executive office of the president:
Unique Visitors: 12
Unique Visitors: 23
Unique Visitors: 70
We can say confidently: this is not typical.
Avoiding the Memorial Day Fallacy
News shows always report the
number of auto accidents over
Memorial Day weekend…
But how many auto accidents are there
on an average weekend?
You need enough data to know what’s
average and what’s awesome.
The other part of the problem: what do we do with
How do we find actionable data?
You have to capture the data in order to
be able to use it. No going back in
Use your business goals to plan your
Once you identify a goal…
• Identify a customer behavior.
• Identify an online action that
shows the behavior or a sign of
• Make sure your website offers a
way to track the behavior:
A URL visited
A length of time on site.
An item downloaded.
• Set up a goal in Google Analytics.
Once we understand consumer
behavior, we should respond to the
•Make changes at the website to
encourage the behaviors we want to
•Fix areas of confusion or
•Use what we learn about visitor
acquisition to make the best
allocation of resources.
Continue to monitor and respond,
because things change.
Google tools that give us insights beyond our own