searchlove boston 2015 | amanda mcgowan, 'how to avoid "top ten data" syndrome: the...

© 2015 Seer Interactive • All Rights Reserved • https://www.flickr.com/photos/williambrawley/

AVOIDING TOP TEN DATA SYNDROME

The Most Undervalued Analytics Reports

Seer Interactive @McGswagg

© 2015 Seer Interactive • All Rights Reserved •

Top Ten Data Syndrome:/täp ten ˈdadəˈ sinˌdrōm/

Noun• The inability to look past the ‘top ten’ data pieces in a data set

• An illness where only top data is deemed valuable for analysis

and all other data is recklessly disregarded

• Example: “I demand to see the top ten landing pages, top

ten referral sites and top ten locations of my site’s visitors!”

https://www.flickr.com/photos/kokopinto/


© 2015 Seer Interactive • All Rights Reserved • https://www.flickr.com/photos/kokopinto/

Luckily…

there is a cure.https://www.flickr.com/photos/charlesonflickr/


REFERRAL DATA

https://www.flickr.com/photos/speedoflife/


RANK WITH YOUR REFERRAL


YOUR SITETHE REFERRING SITE

Visitor

Path



How did the visitorreach the referral site

to begin with?


YOUR SITETHE REFERRING SITE

THE REFERRAL RANKS

Visitor

Path



Your referrals have

rankings too


Determine where your site should be based on where your referrals are.



Referral Path Conversion

Rate



and you already know they convert.

Now you’ve got a persona


If the referral is getting the customers thatlove your brand, why aren’t you?


FIND THE PERSONA’S STARTING POINT



Competitors

Competitors



Incorporate keywords your referrals are using

and join them on page 1.



Benefit from owning

two ranking positions.


DETERMINE WHAT TO FOCUS ON WHEN YOU

GET FEATURED

https://www.flickr.com/photos/rogersg/



Ecommerce

Conversion RateReferral Path



0.85% Conversion Rate



2.03% Conversion Rate



Focus on featuring a product instead of featuring the brand

for higher conversion rates


PERSONAS

WITHOUT THE HEADACHE

https://www.flickr.com/photos/londonmatt/



$4,0001.08% Conversion Rate


26% higher conversion Rate

from the republished article



Another Comparison

https://www.flickr.com/photos/furryscalyman

/



$7,500 Quote Requests0.62% Conversion Rate



Don’t assume.

Use your referral data.https://www.flickr.com/photos/spiderdog/


SITE SEARCH

https://www.flickr.com/photos/ryanwick/


How's it work?

https://www.flickr.com/photos/drp/


Why’s it matter?

https://www.flickr.com/photos/denisemattox/


USER EXPERIENCE

https://www.flickr.com/photos/u-ri-bo/



Customers are

accustomed to results.



Customers are

accustomed to assistance.



Not everyonelikes the mega menu.


THE DATA!

https://www.flickr.com/photos/small_realm/

Well...what kind of data are we working with really?



These are the 9% that can’t find what they’re looking for.



You’re your own Google.



7%

14%

0%

2%

4%

6%

8%

10%

12%

14%

16%

New

Returning

New

Returning



4%

8%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

New

Returning



11%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

New

ReturningCustomers see your site as the Amazon of your offering or product.


FINDING DEAD ENDS

https://www.flickr.com/photos/tadsonbussey/



with

search

results

without

search results



Variations matter.


CONTENT GAPS

delivered to your front door

https://www.flickr.com/photos/denverjeffrey/


GENERAL TROUBLESHOOTING


Look past the top ten….



Confirm the accuracy of your search engine


UNDERSTANDING INTENTION

and changing the conversation

https://www.flickr.com/photos/danielcoy/



But that’s only

5% all site

searches…



This is top ten data syndrome.https://www.flickr.com/photos/mamchenkov/



How about instead of the

top 10 terms

Lets look at the

top 1,000and every possible variation


cancel

close

delete

deactivate

terminate

end

stop

pause

suspend

cancelar

cancelar cuenta

cancelar conta

cancel

cancel account

cancel my account

cancel subscription

cancellation

how to cancel

Cancel

cancel

cancel service

Cancel account

how do i cancel my account

cancel membership

how to cancel account

how to cancel my account

how do I cancel my account

how do i cancel

cancel my subscription

Cancel my account

cancelation

how do I cancel

How do I cancel my account

How do I cancel my account?

cancelar

cancell

CANCEL

Cancel subscription

how to cancel subscription

cancel account

how do I cancel my account?

Cancel Account

cancelling

canceling

cancell account

Cancel my subscription

cancelar conta

how do i cancel my subscription

cancel acount

how do i cancel my account?

CANCEL ACCOUNT

cancelling account

how to cancel my subscription

canceling account

Cancellation

account cancellation

cancel my membership

cancelar cuenta

how do I cancel my subscription

cancel the account

cancel trial

How do I cancel

how to cancel subscription

cancel account

how do I cancel my account?

Cancel Account

cancelling

canceling

cancell account

Cancel my subscription

cancelar conta

how do i cancel my subscription

cancel acount

how do i cancel my account?

CANCEL ACCOUNT

cancelling account

how to cancel my subscription

canceling account

Cancellation

account cancellation

cancel my membership

cancelar cuenta

how do I cancel my subscription

cancel the account

cancel trial

How do I cancel

cancel subscription

How to cancel

how to cancel

cancel billing

cancel payment

cancell subscription

How to cancel account

Cancel

cancelling my account

delete account

delete my account

delete account

Delete account

how do i delete my account

close account

close my account

close

how to close my account

how to close account

how do i close my account

how do I close my account

Close account

CLOSE ACCOUNT

close account

Close my account

deactivate

deactivate account

deactivate my account

deactivated

how to deactivate account



Out of the first 1,000 terms searched on the site

20% (not 5%) directly related to

account cancellations


CHANGE THE CONVERSATION


What Else?


https://www.flickr.com/photos/aigle_dore/

LETS LOOK AT OLD DATA


a land before…

(not provided)https://www.flickr.com/photos/52630087@N08/


Visitor

Path

Site Search

KeywordThe Result


Visitor

Path

Site Search

KeywordThe Result

Organic

Search

Keyword



THIS GUY IS READY TO BUY



NO FOURSEASON PANTS



https://www.flickr.com/photos/jamesjordan/

Luckily… you have

a persistent customer



They use your site searchto give it a second try



Exact matches matter.


Your content is notspecific enough.



Data from 2011can still be relevant today

https://www.flickr.com/photos/gfreeman23/


Visitor

Path

Site Search

KeywordThe Result

Organic

Search

Keyword

How often…

are you making your visitor search twice?



Remove (not provided)

Remove branded

Update all to lowercase



But what about similar matches?



Enter: Fuzzy Lookuphttps://www.flickr.com/photos/bonniesducks/



Enter: Excel Crashing….

@ethanlyon



Organic Keyword

Site Search Keyword

% Similarity



Narrow down to only

the most similar.



Organic Keyword

Site Search Keyword % Similarity



Organic Keyword

Site Search Keyword

% Similarity

Unique Searches



The samevisitor pathis occurring

repeatedly


So?

How often is this

actually happening?



As few as 9%and as many as 25% of visitors

using site search

may be searching for the same thing a

second time


Well what about in 2015?



Landing PageSite Search

Keyword# of

Occurrences



The samevisitor pathis occurring

repeatedly



Landing PageSite Search

Keyword# of

Occurrences



They give you a second chanceSeer Interactive @McGswagg

Your content is notbroad enough.


QUIT MAKING THE CONSUMER

SEARCH TWICE AND GET IT RIGHT THE FIRST TIME.


Don’t miss out on what can come from

looking past

the top ten.

https://www.flickr.com/photos/glasgowamateur/


searchlove boston 2015 | amanda mcgowan, 'how to avoid "top ten data" syndrome: the...

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