sophie moule | pi datametrics | brighton seo slides april 2017 | using search data to make big...

Sophie Moule Pi Datametrics

Using search data to make big business decisions@SophieMoule

@SophieMoulePi Datametrics

I know you know this...

● Organic search drives over 50% of global website traffic

● 3.5 billion searches are conducted on Google per day

● Huge success has been built as a result of organic search performance

@SophieMoulePi Datametrics

BUT….

The valueof SEO is still ignored

@SophieMoule

1.Digital marketing champs

2.Reporting better on our value

3.Lead strategy with insight

@SophieMoulePi Datametrics

1.Digital marketingchamps

@SophieMoulePi Datametrics

Some marketing channels are better at proving value

@SophieMoulePi Datametrics

Paid media = smart reporting

SEO last click

PPC last click

SEO last click

PPC FULL PATH with 90 day COOKIE WINDOW

SEO last click

PPC FULL PATH + CROSS DEVICE

SEO last click

PPC FULL PATH + CROSS DEVICE + ROPO

@SophieMoulePi Datametrics

Different channels reporting differently

30 day cookie window

Last click 90 day cookie window vs vs

Equal weighting attribution

Upweighted first click

Upweighted last click

vs vs

Just online single device

Cross device ROPO addedvs vs

@SophieMoulePi Datametrics

They’ve got really smartat it

@SophieMoulePi Datametrics

It’s a mess!

Comparing apples with oranges

@SophieMoulePi Datametrics

SEOLeftover

@SophieMoulePi Datametrics

Reality

“Across a number of aggregated clients we are seeing currently last click SEO sales being undervalued by at least 20%. What this means is that SEO as a channel is contributing to journeys with 20% more value than last click shows.”

Russell McCarthy Cubed Attribution

@SophieMoulePi Datametrics

Big budget = Big say

@SophieMoulePi Datametrics

Lack of influence outside the digital function

@SophieMoulePi Datametrics

2.Reporting better onour value

@SophieMoulePi Datametrics

Compareapples with apples

@SophieMoulePi Datametrics

SEO gets smarter

SEO last click

PPC last click

SEO FULL PATH with 90 day COOKIE WINDOW

PPC FULL PATH with 90 day COOKIE WINDOW

SEO FULL PATH + CROSS DEVICE

PPC FULL PATH + CROSS DEVICE

SEO FULL PATH + CROSS DEVICE + ROPO

PPC FULL PATH + CROSS DEVICE + ROPO

@SophieMoulePi Datametrics

Show what SEO drives through other channels

0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k

First Interaction Middle Interaction Last Interaction

eCRM Retention

SEO

PPC Brand

Re-targeting Display

PPC Generic

Direct

Affiliates

Social

eCRM Retention

eCRM Retention

Re-targeting Display

Re-targeting Display

PPC Brand PPC Brand

PPC Generic PPC Generic

Direct

Direct

SEO

SEO

Affiliates

Affiliates

Social Social

@SophieMoulePi Datametrics

Stand on the shoulders of giants

@SophieMoulePi Datametrics

Don’t just think about sales...

Orders Sales

PPC 6,296 £424,654

SEO 5,228 £354,811

Affiliates 1,520 £112,081

Brand Display 125 £8,197

@SophieMoulePi Datametrics

...think about profit!

Orders Spend CPO Sales Profit Profit ROI

PPC 6,296 £115,000 £18.27 £424,654 £309,654 2.69

SEO 5,228 £475 £0.09 £354,811 £354,336 745.97

Affiliates 1,520 £15,333 £10.09 £112,081 £96,748 6.31

Brand Display 125 £82,445 £660 £8,197 -£74,248 -0.90

@SophieMoulePi Datametrics

3.Lead strategy with insight

@SophieMoulePi Datametrics

When you don’t make data driven decisions...

30,000

25,000

20,000

15,000

10,000

3000

2500

2000

1500

1000

5005,000

Searches Orders

No stockMissed opportunity

Relative market share

Panic promotion

Sear

ch vo

lum

e

Prod

uct o

rder

s

Week

@SophieMoulePi Datametrics

@SophieMoulePi Datametrics

Trended search volume for seasonal eventsExample: ‘Festival clothing’

Festival clothing

Sear

ch v

olum

e

Month

@SophieMoulePi Datametrics

Forecasting

Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care

Orga

nic

Valu

e Sc

ore

@SophieMoulePi Datametrics

@SophieMoulePi Datametrics

● Make sure your analytics are setup to compare channels in an aligned way

● Don’t just think about sales - think about profit ● Work in synergy with other disciplines, both within the

marketing function, but also with the wider business● Inform and dictate from the top, rather than following

pre-made decisions

Key takeaways

@SophieMoulePi Datametrics

Create timely marketing campaigns

Review performance against demand

Theory

SEO as businessinsight

Swim and beachwear begins to peak in Jan

Example

There is a market for swim and beachwear in Jan, no-one seems

to be fulfilling

Do we sell swim and beachwear in Jan? Maybe we should?

Let’s make a swim and beachwear page live and optimised in advance of Jan

Let’s run a marketing campaign in Jan around winter sun

Did we manage to take a good share of the market for this search demand?

Search trend data

Opportunity identification

Product gap analysis

Create timelycontent

@SophieMoulePi Datametrics

● https://www.pi-datametrics.com/resources/market-performance-reports/search-trend-data/● https://www.pi-datametrics.com/resources/market-performance-reports/black-friday-2016/● https://www.slideshare.net/pidatametrics

References

Thank You@SophieMoule@PiDatametrics www.pi-datametrics.com