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Analysing searcher workflow

Jon Quinton
Jon Quinton

@seogadgetbot

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ANALYSING SEARCHER WORKFLOW jon@seogadget.co.uk @jonquinton1
Analysing searcher workflow
@jonquinton1 Problem / Need Do I Trust This? Will this do the Job? Need Search View Purchase Can I Complete Fast Answer my Goal? #SESLON
@jonquinton1 Get me out of London! #SESLON
@jonquinton1 Really?? #SESLON
BACK TO BASICS HOW DOES YOUR BRAND FIT IN?
@jonquinton1 Bookings 1. DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
@jonquinton1 2. ALIGN WITH WHAT YOUR USERS WANT
EXPANDING 悪掘額安或檎禽皆 IDENTIFYING THE NEEDS AND INTENT OF YOUR AUDIENCE
@jonquinton1 Families Thrill Couples Seekers Beach Holidays Elderly Ibiza Couples Crowd #SESLON
Search Terms Needs / Intent Content Relaxing Breaks Customer One: Resorts for Over 60s Activities Elderly Couple Senior Holidays Clubbing Holiday Customer Two: Cheap Package Holidays Clubs and Pubs Party Animal Budget Breaks Customer Three: Romantic Breaks Spa Breaks Dining Romantic Couple Luxury Holidays Customer Four: Family Holidays Facilities Young Family Kids Clubs Family Resorts #SESLON
@jonquinton1 1. FIND WHAT PEOPLE ARE ASKING Q&A sites, news, forums and reviews: All great places to get inside a new topic #SESLON
@jonquinton1 2. AUTOMATE AND SCALE Enter a Keyword and see what questions are being asked on Q& A sites #SESLON
MEASURE + IMPROVE WITH GA IS THE RIGHT BEST PAGE RANKING?
@jonquinton1 1. EXPORT NON-BRAND 悪掘額安或檎禽皆
@jonquinton1 EXPORT 1ST THOUSAND ROWS Once youve 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 =arrayGetAdwordsStats(A2,EXACT,GB,WEB) =htmltitle(D2) #SESLON
ARE REFERRAL KEYWORDS CATERED FOR? =IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
@jonquinton1 PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES Keyword Matches vs. Non-Matches 23% This is interesting, but its not telling us much and isnt immediately actionable. Factors such as long-tail keywords, and slight variations with language will all be playing a part in this figure. 77% #SESLON
@jonquinton1 TOP TEN BOUNCED TERMS NON MATCH Top Non-Matched Keywords Ordered By Exit Rate 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 gifts for valentine gifts unusual gift girls stocking funny gifts laser star laser cosmos star projector wine rack wedding wedding boyfriend for him uk ideas fillers projector projector planner book planning books #SESLON
DOES YOUR BRAND MEET THE NEED OF YOUR AUDIENCE?
@jonquinton1 Product Product Product #SESLON
@jonquinton1 Onthebeach.co.uk take a proactive approach to answering questions relating to family holidays and travelling with kids #SESLON
SOMETIMES ITS A MOOD YOU NEED TO CAPTURE
@jonquinton1 SELLING THE DREAM Dreaming of a holiday? This is EXACTLY what I have in my head!
@jonquinton1 PROACTIVE NOT REACTIVE Weddings, honeymoons, romantic breaks its all super easy to find
PROBLEM: MOST METRICS DONT REALLY MEAN ANYTHING
@jonquinton1 GAH - REALLY?
WHAT CAN WE MEASURE?
@jonquinton1 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 70000 68 60000 66 50000 64 40000 62 Traffic 30000 60 Call Hours 20000 58 10000 56 0 54 Are you monitoring the effect content has on customer enquiries and customer service workload?
@jonquinton1 4. MONITOR USER PERCEPTION / SENTIMENT Customer Service: Monitor Reviews: Monitor Social: Ask Questions: Simple Brand Monitoring: Monitor Support Tickets: Its SO easy to find out what people are thinking. Often, all you need to do is ask..
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
THANK YOU! Jon Quinton, SEOgadget Blog: seogadget.co.uk Email: jon@seogadget.co.uk

More Related Content

Analysing searcher workflow

  • 3. @jonquinton1 Problem / Need Do I Trust This? Will this do the Job? Need Search View Purchase Can I Complete Fast Answer my Goal? #SESLON
  • 4. @jonquinton1 Get me out of London! #SESLON
  • 5. @jonquinton1 Really?? #SESLON
  • 6. BACK TO BASICS HOW DOES YOUR BRAND FIT IN?
  • 7. @jonquinton1 Bookings 1. DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
  • 8. @jonquinton1 2. ALIGN WITH WHAT YOUR USERS WANT
  • 9. EXPANDING 悪掘額安或檎禽皆 IDENTIFYING THE NEEDS AND INTENT OF YOUR AUDIENCE
  • 10. @jonquinton1 Families Thrill Couples Seekers Beach Holidays Elderly Ibiza Couples Crowd #SESLON
  • 11. Search Terms Needs / Intent Content Relaxing Breaks Customer One: Resorts for Over 60s Activities Elderly Couple Senior Holidays Clubbing Holiday Customer Two: Cheap Package Holidays Clubs and Pubs Party Animal Budget Breaks Customer Three: Romantic Breaks Spa Breaks Dining Romantic Couple Luxury Holidays Customer Four: Family Holidays Facilities Young Family Kids Clubs Family Resorts #SESLON
  • 12. @jonquinton1 1. FIND WHAT PEOPLE ARE ASKING Q&A sites, news, forums and reviews: All great places to get inside a new topic #SESLON
  • 13. @jonquinton1 2. AUTOMATE AND SCALE Enter a Keyword and see what questions are being asked on Q& A sites #SESLON
  • 14. MEASURE + IMPROVE WITH GA IS THE RIGHT BEST PAGE RANKING?
  • 15. @jonquinton1 1. EXPORT NON-BRAND 悪掘額安或檎禽皆
  • 16. @jonquinton1 EXPORT 1ST THOUSAND ROWS Once youve got the data in Excel, make use of =CONCATENATE to create the full URL. Then use SEOTools for Excel to pull in meta data.
  • 17. @jonquinton1 PULL IN SEARCH VOLUME AND ONPAGE DATA =arrayGetAdwordsStats(A2,EXACT,GB,WEB) =htmltitle(D2) #SESLON
  • 18. ARE REFERRAL KEYWORDS CATERED FOR? =IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")
  • 19. @jonquinton1 PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES Keyword Matches vs. Non-Matches 23% This is interesting, but its not telling us much and isnt immediately actionable. Factors such as long-tail keywords, and slight variations with language will all be playing a part in this figure. 77% #SESLON
  • 20. @jonquinton1 TOP TEN BOUNCED TERMS NON MATCH Top Non-Matched Keywords Ordered By Exit Rate 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 gifts for valentine gifts unusual gift girls stocking funny gifts laser star laser cosmos star projector wine rack wedding wedding boyfriend for him uk ideas fillers projector projector planner book planning books #SESLON
  • 21. DOES YOUR BRAND MEET THE NEED OF YOUR AUDIENCE?
  • 22. @jonquinton1 Product Product Product #SESLON
  • 23. @jonquinton1 Onthebeach.co.uk take a proactive approach to answering questions relating to family holidays and travelling with kids #SESLON
  • 24. SOMETIMES ITS A MOOD YOU NEED TO CAPTURE
  • 25. @jonquinton1 SELLING THE DREAM Dreaming of a holiday? This is EXACTLY what I have in my head!
  • 26. @jonquinton1 PROACTIVE NOT REACTIVE Weddings, honeymoons, romantic breaks its all super easy to find
  • 27. PROBLEM: MOST METRICS DONT REALLY MEAN ANYTHING
  • 29. WHAT CAN WE MEASURE?
  • 30. @jonquinton1 1. MEASURE MULTIPLE GOALS FOR YOUR CONTENT Email Sign Ups GA Event Tracking Bookings GA Funnels New Products GA Views / Bookings #SESLON
  • 31. @jonquinton1 2. MONITOR INTERNAL SEARCH Have any crucial needs been missed? Is new content required? Is my navigation as good as possible?
  • 32. @jonquinton1 3. CUSTOMER SERVICE MONITOR PHONE HOURS 70000 68 60000 66 50000 64 40000 62 Traffic 30000 60 Call Hours 20000 58 10000 56 0 54 Are you monitoring the effect content has on customer enquiries and customer service workload?
  • 33. @jonquinton1 4. MONITOR USER PERCEPTION / SENTIMENT Customer Service: Monitor Reviews: Monitor Social: Ask Questions: Simple Brand Monitoring: Monitor Support Tickets: Its SO easy to find out what people are thinking. Often, all you need to do is ask..
  • 35. 1. IDENTIFY THE WORKFLOW STEPS FOR YOUR USERS 2. FIND THE QUESTIONS / NEEDS BEHIND THE KEYWORD 3. ANALYSE, DIAGNOSE AND IMPROVE USING REAL METRICS
  • 36. THANK YOU! Jon Quinton, SEOgadget Blog: seogadget.co.uk Email: jon@seogadget.co.uk