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Data Mining for Revenue

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Jon Quinton
Jon Quinton

This document provides tips from an SEO consultant on using data mining to find opportunities. It recommends beginning by defining business goals and aligning with what users want by identifying popular search terms and customer needs. It then suggests identifying weak points by exporting keywords and metadata. Other tips include identifying influencers, seeing what they share, finding popular authors, identifying trends, testing strategies, using metrics, and continually improving efforts. The overall message is that data mining can reveal opportunities by understanding customers and competitors.

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DATA MINING FOR OPPORTUNITIES Jon Quinton, Senior SEO Consultant, SEOgadget
YOU THINK MORE TRAFFIC = MORE REVENUE?
Data Mining for Revenue
@jonquinton1 Problem / Need Do I Trust This? Will this do the Job? Need Search View Purchase Can I Complete Fast Answer my Goal?
GO BACK TO BASICS HOW DOES YOUR BRAND FIT IN?
@jonquinton1 Bookings DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
@jonquinton1 ALIGN WITH WHAT YOUR USERS WANT
TIP 1: IDENTIFY WHY PEOPLE SEARCH
@jonquinton1 Families Thrill Couples Seekers Beach Holidays Elderly Ibiza Couples Crowd
@jonquinton1 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
@jonquinton1 Q&A sites, news, forums and reviews: All great places to get ‘inside’ a new topic
@jonquinton1 AUTOMATE AND SCALE USING XPATH Enter a Keyword and see what questions are being asked on Q& A sites
Data Mining for Revenue
TIP 2: IDENTIFY YOUR WEAK POINTS
@jonquinton1 1. EXPORT NON-BRAND ۰°ٳ…
@jonquinton1 2. 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 2. PULL IN SEARCH VOLUME AND ONPAGE DATA =htmltitle(D2) =arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)
@jonquinton1 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 it’s not telling us much and isn’t immediately actionable. 77%
@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
TIP 3: IDENTIFY INFLUENCERS IN YOUR SPACE
Search and sort by ‘Social Authority’
IT’S NOT JUST THE ‘WHO’ - IT’S THE ‘HOW’ AND ‘WHY’
DIG A LITTLE DEEPER TO FIND COMMON CONNECTIONS Run ‘Compare Users’ report to find crossover in your influencers’ social following
Mentionmapp.com is another great way to visualise connections
TIP 4: FIND OUT WHAT YOUR INFLUENCERS SHARE
Use allmytweets.com to create a list of your influencers’ tweets
Then use Scraper for chrome to quickly dump the list into Excel
140 120 100 80 60 40 20 0
TIP 5: FIND THE MOST SHARED AUTHORS
Step one is to import the sitemap into Excel. Use XPathonURL: =XPathonURL(A1,”//loc”)
Repeat the process for author details: =XpathonURL(A1, "//a[@rel='author']“)
The result is a data set where you can quickly sort through authors based on social success and reach
TIP 6: IDENTIFY WHAT’S HOT
FINDING THE REASON BEHIND SPIKES IN ACTVITY Telephone / Bad Romance nd 2 Album st 1 Album
Go and see Diesel’s awesome ‘days to live’: http://www.diesel.com/daystolive/
TIP 7: FIND WAYS TO DO THINGS BETTER
45000 1 40000 6 35000 30000 11 25000 16 20000 15000 Keyword Research will always show new 21 opportunities for revenue and content 10000 26 5000 0
Look for opportunities with high search volume, where the competition is spectacularly average
TIP 8: TEST EVERYTHING
Data Mining for Revenue
TIP 9: USE REAL METRICS
@jonquinton1 1. MEASURE MULTIPLE GOALS FOR YOUR CONTENT Email Sign Ups GA Event Tracking Bookings GA Funnels New Products GA Views / Bookings
@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: It’s SO easy to find out what people are thinking. Often, all you need to do is ask..
TIP 10: KEEP HUNTING AND REPEAT!
THANK YOU Jon Quinton, SEOgadget Blog: seogadget.co.uk Email: jon@seogadget.co.uk

More Related Content

Data Mining for Revenue

  • 1. DATA MINING FOR OPPORTUNITIES Jon Quinton, Senior SEO Consultant, SEOgadget
  • 2. YOU THINK MORE TRAFFIC = MORE REVENUE?
  • 4. @jonquinton1 Problem / Need Do I Trust This? Will this do the Job? Need Search View Purchase Can I Complete Fast Answer my Goal?
  • 5. GO BACK TO BASICS HOW DOES YOUR BRAND FIT IN?
  • 6. @jonquinton1 Bookings DEFINE BUSINESS GOALS Increased Social Engagement Email Sign Ups New Services Press
  • 8. TIP 1: IDENTIFY WHY PEOPLE SEARCH
  • 9. @jonquinton1 Families Thrill Couples Seekers Beach Holidays Elderly Ibiza Couples Crowd
  • 10. @jonquinton1 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
  • 11. @jonquinton1 Q&A sites, news, forums and reviews: All great places to get ‘inside’ a new topic
  • 12. @jonquinton1 AUTOMATE AND SCALE USING XPATH Enter a Keyword and see what questions are being asked on Q& A sites
  • 14. TIP 2: IDENTIFY YOUR WEAK POINTS
  • 16. @jonquinton1 2. 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.
  • 17. @jonquinton1 2. PULL IN SEARCH VOLUME AND ONPAGE DATA =htmltitle(D2) =arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)
  • 18. @jonquinton1 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 it’s not telling us much and isn’t immediately actionable. 77%
  • 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
  • 22. Search and sort by ‘Social Authority’
  • 23. IT’S NOT JUST THE ‘WHO’ - IT’S THE ‘HOW’ AND ‘WHY’
  • 24. DIG A LITTLE DEEPER TO FIND COMMON CONNECTIONS Run ‘Compare Users’ report to find crossover in your influencers’ social following
  • 25. Mentionmapp.com is another great way to visualise connections
  • 26. TIP 4: FIND OUT WHAT YOUR INFLUENCERS SHARE
  • 27. Use allmytweets.com to create a list of your influencers’ tweets
  • 28. Then use Scraper for chrome to quickly dump the list into Excel
  • 30. TIP 5: FIND THE MOST SHARED AUTHORS
  • 31. Step one is to import the sitemap into Excel. Use XPathonURL: =XPathonURL(A1,”//loc”)
  • 32. Repeat the process for author details: =XpathonURL(A1, "//a[@rel='author']“)
  • 33. The result is a data set where you can quickly sort through authors based on social success and reach
  • 35. FINDING THE REASON BEHIND SPIKES IN ACTVITY Telephone / Bad Romance nd 2 Album st 1 Album
  • 36. Go and see Diesel’s awesome ‘days to live’: http://www.diesel.com/daystolive/
  • 37. TIP 7: FIND WAYS TO DO THINGS BETTER
  • 38. 45000 1 40000 6 35000 30000 11 25000 16 20000 15000 Keyword Research will always show new 21 opportunities for revenue and content 10000 26 5000 0
  • 39. Look for opportunities with high search volume, where the competition is spectacularly average
  • 42. TIP 9: USE REAL METRICS
  • 43. @jonquinton1 1. MEASURE MULTIPLE GOALS FOR YOUR CONTENT Email Sign Ups GA Event Tracking Bookings GA Funnels New Products GA Views / Bookings
  • 44. @jonquinton1 2. MONITOR INTERNAL SEARCH Have any crucial needs been missed? Is new content required? Is my navigation as good as possible?
  • 45. @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?
  • 46. @jonquinton1 4. MONITOR USER PERCEPTION / SENTIMENT Customer Service: Monitor Reviews: Monitor Social: Ask Questions: Simple Brand Monitoring: Monitor Support Tickets: It’s SO easy to find out what people are thinking. Often, all you need to do is ask..
  • 47. TIP 10: KEEP HUNTING AND REPEAT!
  • 48. THANK YOU Jon Quinton, SEOgadget Blog: seogadget.co.uk Email: jon@seogadget.co.uk