data mining for revenue
Post on 09-May-2015
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DATA MINING FOR OPPORTUNITIES
Jon Quinton, Senior SEO Consultant, SEOgadget
YOU THINK MORE TRAFFIC = MORE
REVENUE?
Need Search View Purchase
Problem /
Need
Fast Answer
Do I Trust This?
Will this do the Job?
Can I Complete
my Goal?
@jonquinton1
GO BACK TO BASICS
HOW DOES YOUR BRAND FIT IN?
Bookings
Increased Social Engagement
New Services
Email Sign Ups
Press
DEFINE BUSINESS GOALS
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ALIGN WITH WHAT YOUR USERS WANT
@jonquinton1
TIP 1:
IDENTIFY WHY PEOPLE SEARCH
Beach Holidays
Families
Couples
Ibiza Crowd
Elderly Couples
Thrill Seekers
@jonquinton1
Customer One:
Elderly Couple
Customer Two:
Party Animal
Customer Three:
Romantic Couple
Customer Four:
Young Family
Relaxing Breaks
Resorts for Over 60s
Senior Holidays
Clubbing Holiday
Cheap Package Holidays
Budget Breaks
Romantic Breaks
Spa Breaks
Luxury Holidays
Family Holidays
Kids Clubs
Family Resorts
Clubs and Pubs
Dining
Facilities
Activities
Needs / Intent Search Terms
Content
@jonquinton1
@jonquinton1
Q&A sites, news, forums and reviews: All great places to get
‘inside’ a new topic
AUTOMATE AND SCALE USING XPATH
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Enter a Keyword and see
what questions are being
asked on Q& A sites
TIP 2:
IDENTIFY YOUR WEAK POINTS
1. EXPORT NON-BRAND KEYWORDS…
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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.
@jonquinton1
2. PULL IN SEARCH VOLUME AND ONPAGE DATA
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=arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)
=htmltitle(D2)
ARE REFERRAL KEYWORDS CATERED FOR?
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=IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES
@jonquinton1
77%
23%
Keyword Matches vs. Non-Matches
This is interesting, but it’s not telling us much and isn’t immediately
actionable.
TOP TEN BOUNCED TERMS – NON MATCH
@jonquinton1
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gifts forboyfriend
valentine giftsfor him uk
unusual giftideas
girls stockingfillers
funny gifts laser starprojector
laser cosmosprojector
star projector wine rack weddingplanner book
weddingplanning
books
Top ‘Non-Matched’ Keywords Ordered By Exit Rate
TIP 3:
IDENTIFY INFLUENCERS IN YOUR SPACE
Search and sort by ‘Social
Authority’
IT’S NOT JUST THE ‘WHO’ - IT’S THE ‘HOW’
AND ‘WHY’
DIG A LITTLE DEEPER TO FIND COMMON CONNECTIONS
Run ‘Compare Users’ report to find crossover in your
influencers’ social following
Mentionmapp.com is another great way to visualise connections
TIP 4:
FIND OUT WHAT YOUR INFLUENCERS SHARE
Use allmytweets.com to
create a list of your
influencers’ tweets
Then use Scraper for
chrome to quickly dump
the list into Excel
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TIP 5:
FIND THE MOST SHARED AUTHORS
Step one is to import the sitemap into Excel.
Use XPathonURL:
=XPathonURL(A1,”//loc”)
Repeat the process for author details:
=XpathonURL(A1, "//a[@rel='author']“)
The result is a data set where you can quickly sort through authors based on social success
and reach
TIP 6:
IDENTIFY WHAT’S HOT
FINDING THE REASON BEHIND SPIKES IN ACTVITY
1st
Album
Telephone / Bad Romance
2nd
Album
Go and see Diesel’s awesome ‘days to live’: http://www.diesel.com/daystolive/
TIP 7:
FIND WAYS TO DO THINGS BETTER
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5000
10000
15000
20000
25000
30000
35000
40000
45000
Keyword Research will always show new opportunities for revenue and content
Look for opportunities with
high search volume, where the
competition is spectacularly
average
TIP 8:
TEST EVERYTHING
TIP 9:
USE REAL METRICS
1. MEASURE MULTIPLE GOALS FOR YOUR CONTENT
Email Sign Ups GA Event Tracking
Bookings GA Funnels
New Products GA Views / Bookings
@jonquinton1
2. MONITOR INTERNAL SEARCH
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Have any crucial needs been missed?
Is new content required?
Is my navigation as good as possible?
3. CUSTOMER SERVICE – MONITOR PHONE HOURS
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0
10000
20000
30000
40000
50000
60000
70000
Traffic
Call Hours
Are you monitoring the effect content has on customer enquiries
and customer service workload?
@jonquinton1
4. MONITOR USER PERCEPTION / SENTIMENT
Monitor Reviews:
Monitor Social:
Customer Service:
Ask Questions:
Monitor Support Tickets:
Simple Brand Monitoring:
It’s SO easy to find out what people are thinking. Often, all you need to do is ask..
@jonquinton1
TIP 10:
KEEP HUNTING AND REPEAT!
Jon Quinton, SEOgadget
Blog: seogadget.co.uk
Email: jon@seogadget.co.uk
THANK YOU
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