analysing searcher workflow
TRANSCRIPT
Need Search View Purchase
Problem /
Need
Fast Answer
Do I Trust This?
Will this do the Job?
Can I Complete
my Goal?
#SESLON
@jonquinton1
Get me
out of
London!
#SESLON
@jonquinton1
Really??
#SESLON
@jonquinton1
BACK TO BASICS
HOW DOES YOUR BRAND FIT IN?
Bookings
Increased Social Engagement
New Services
Email Sign Ups
Press
1. DEFINE BUSINESS GOALS
@jonquinton1
2. ALIGN WITH WHAT YOUR USERS WANT
@jonquinton1
EXPANDING KEYWORDS…
IDENTIFYING THE NEEDS AND INTENT OF
YOUR AUDIENCE
Beach Holidays
Families
Couples
Ibiza Crowd
Elderly Couples
Thrill Seekers
#SESLON
@jonquinton1
#SESLON
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
1. FIND WHAT PEOPLE ARE ASKING…
Q&A sites, news, forums and reviews: All great
places to get ‘inside’ a new topic
#SESLON
@jonquinton1
Enter a Keyword and see what questions are
being asked on Q& A sites
2. AUTOMATE AND SCALE
#SESLON
@jonquinton1
MEASURE + IMPROVE WITH GA
IS THE RIGHT BEST PAGE RANKING?
1. EXPORT NON-BRAND KEYWORDS…
@jonquinton1
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
PULL IN SEARCH VOLUME AND ONPAGE DATA
#SESLON
@jonquinton1
=arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)
=htmltitle(D2)
ARE REFERRAL KEYWORDS CATERED FOR?
=IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES
#SESLON
@jonquinton1
77%
23%
Keyword Matches vs. Non-Matches
This is interesting, but
it’s not telling us much
and isn’t immediately
actionable.
Factors such as long-tail
keywords, and slight
variations with language
will all be playing a part
in this figure.
TOP TEN BOUNCED TERMS – NON MATCH
#SESLON
@jonquinton1
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0.1
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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
DOES YOUR BRAND MEET THE NEED OF
YOUR AUDIENCE?
Product
Product
Product
#SESLON
@jonquinton1
Onthebeach.co.uk take a proactive approach to
answering questions relating to family holidays and
travelling with kids
#SESLON
@jonquinton1
SOMETIMES IT’S A MOOD
YOU NEED TO CAPTURE…
SELLING THE DREAM
Dreaming of a holiday? This is EXACTLY what I have in
my head!
@jonquinton1
PROACTIVE NOT REACTIVE
Weddings, honeymoons, romantic breaks – it’s all super
easy to find
@jonquinton1
PROBLEM: MOST METRICS DON’T REALLY
MEAN ANYTHING
GAH - REALLY?
@jonquinton1
WHAT CAN WE MEASURE?
1. MEASURE MULTIPLE GOALS FOR YOUR CONTENT
Email Sign Ups GA Event Tracking
Bookings GA Funnels
New Products GA Views / Bookings
#SESLON
@jonquinton1
2. MONITOR INTERNAL SEARCH
Have any crucial needs been
missed?
Is new content required?
Is my navigation as good as
possible?
@jonquinton1
3. CUSTOMER SERVICE – MONITOR PHONE HOURS
54
56
58
60
62
64
66
68
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
KEY TAKEAWAYS
1. IDENTIFY THE WORKFLOW STEPS FOR
YOUR USERS
2. FIND THE QUESTIONS / NEEDS BEHIND
THE KEYWORD
3. ANALYSE, DIAGNOSE AND IMPROVE
USING REAL METRICS
