searchlove boston 2015 | amanda mcgowan, 'how to avoid "top ten data" syndrome: the...
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© 2015 Seer Interactive • All Rights Reserved • Page 1https://www.flickr.com/photos/williambrawley/
AVOIDING TOP TEN DATA SYNDROME
The Most Undervalued Analytics Reports
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© 2015 Seer Interactive • All Rights Reserved • Page 2
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/
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© 2015 Seer Interactive • All Rights Reserved • Page 3https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.https://www.flickr.com/photos/charlesonflickr/
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© 2015 Seer Interactive • All Rights Reserved • Page 7
How did the visitorreach the referral site
to begin with?
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Your referrals have
rankings too
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Referral Path Conversion
Rate
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and you already know they convert.
Now you’ve got a persona
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If the referral is getting the customers thatlove your brand, why aren’t you?
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Competitors
Competitors
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Incorporate keywords your referrals are using
and join them on page 1.
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Benefit from owning
two ranking positions.
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DETERMINE WHAT TO FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/
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Ecommerce
Conversion RateReferral Path
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Ecommerce
Conversion RateReferral Path
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0.85% Conversion Rate
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2.03% Conversion Rate
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Focus on featuring a product instead of featuring the brand
for higher conversion rates
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© 2015 Seer Interactive • All Rights Reserved • Page 36
$4,0001.08% Conversion Rate
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$10,0001.37% Conversion Rate
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$4,0001.08% Conversion Rate
$10,0001.37% Conversion Rate
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Another Comparison
https://www.flickr.com/photos/furryscalyman
/
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$7,500 Quote Requests0.62% Conversion Rate
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$27,0004.73% Conversion Rate
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$27,0004.73% Conversion Rate
$7,5000.62% Conversion Rate
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Don’t assume.
Use your referral data.https://www.flickr.com/photos/spiderdog/
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© 2015 Seer Interactive • All Rights Reserved • Page 57
Customers are
accustomed to results.
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© 2015 Seer Interactive • All Rights Reserved • Page 59
Customers are
accustomed to assistance.
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© 2015 Seer Interactive • All Rights Reserved • Page 61
Not everyonelikes the mega menu.
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THE DATA!
https://www.flickr.com/photos/small_realm/
Well...what kind of data are we working with really?
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© 2015 Seer Interactive • All Rights Reserved • Page 63
These are the 9% that can’t find what they’re looking for.
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You’re your own Google.
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7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning
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© 2015 Seer Interactive • All Rights Reserved • Page 66
4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning
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© 2015 Seer Interactive • All Rights Reserved • Page 67
11%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
ReturningCustomers see your site as the Amazon of your offering or product.
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with
search
results
without
search results
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© 2015 Seer Interactive • All Rights Reserved • Page 73
Variations matter.
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CONTENT GAPS
delivered to your front door
https://www.flickr.com/photos/denverjeffrey/
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Confirm the accuracy of your search engine
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UNDERSTANDING INTENTION
and changing the conversation
https://www.flickr.com/photos/danielcoy/
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But that’s only
5% all site
searches…
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This is top ten data syndrome.https://www.flickr.com/photos/mamchenkov/
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How about instead of the
top 10 terms
Lets look at the
top 1,000and every possible variation
© 2015 Seer Interactive • All Rights Reserved • Page 88
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
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© 2015 Seer Interactive • All Rights Reserved • Page 89
Out of the first 1,000 terms searched on the site
20% (not 5%) directly related to
account cancellations
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THIS GUY IS READY TO BUY
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NO FOURSEASON PANTS
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https://www.flickr.com/photos/jamesjordan/
Luckily… you have
a persistent customer
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They use your site searchto give it a second try
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© 2015 Seer Interactive • All Rights Reserved • Page 106https://www.flickr.com/photos/chefranden/
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© 2015 Seer Interactive • All Rights Reserved • Page 107https://www.flickr.com/photos/chefranden/
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Exact matches matter.
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Data from 2011can still be relevant today
https://www.flickr.com/photos/gfreeman23/
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Visitor
Path
Site Search
KeywordThe Result
Organic
Search
Keyword
How often…
are you making your visitor search twice?
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© 2015 Seer Interactive • All Rights Reserved • Page 112
Remove (not provided)
Remove branded
Update all to lowercase
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But what about similar matches?
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Enter: Fuzzy Lookuphttps://www.flickr.com/photos/bonniesducks/
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Enter: Excel Crashing….
@ethanlyon
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Organic Keyword
Site Search Keyword
% Similarity
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Narrow down to only
the most similar.
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Organic Keyword
Site Search Keyword % Similarity
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Organic Keyword
Site Search Keyword
% Similarity
Unique Searches
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The samevisitor pathis occurring
repeatedly
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As few as 9%and as many as 25% of visitors
using site search
may be searching for the same thing a
second time
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© 2015 Seer Interactive • All Rights Reserved • Page 126
Landing PageSite Search
Keyword# of
Occurrences
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The samevisitor pathis occurring
repeatedly
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Landing PageSite Search
Keyword# of
Occurrences
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They give you a second chanceSeer Interactive @McGswagg