More Related Content Similar to Avoiding Top Ten Data Syndrome - SearchLove Boston (20) Avoiding Top Ten Data Syndrome - SearchLove Boston1. © 2015 Seer Interactive • All Rights Reserved • Page 1
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AVOIDING TOP TEN
DATA SYNDROME
The Most Undervalued Analytics Reports
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2. © 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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3. © 2015 Seer Interactive • All Rights Reserved • Page 3
https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.https://www.flickr.com/photos/charlesonflickr/
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7. © 2015 Seer Interactive • All Rights Reserved • Page 7
How did the visitor
reach the referral site
to begin with?
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9. © 2015 Seer Interactive • All Rights Reserved • Page 9
Your referrals have
rankings too
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10. Determine where your site should be
based on where your referrals are.
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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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14. © 2015 Seer Interactive • All Rights Reserved • Page 14
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15. If the referral is getting the customers that
love your brand, why aren’t you?
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Competitors
Competitors
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20. © 2015 Seer Interactive • All Rights Reserved • Page 20
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Incorporate keywords your
referrals are using
and join themon page 1.
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23. © 2015 Seer Interactive • All Rights Reserved • Page 23
Benefit from owning
two ranking positions.
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24. DETERMINE WHAT TO
FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/
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25. © 2015 Seer Interactive • All Rights Reserved • Page 25
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Ecommerce
Conversion Rate
Referral Path
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27. © 2015 Seer Interactive • All Rights Reserved • Page 27
Ecommerce
Conversion Rate
Referral Path
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28. © 2015 Seer Interactive • All Rights Reserved • Page 28
0.85%
Conversion Rate
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2.03%
Conversion Rate
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30. © 2015 Seer Interactive • All Rights Reserved • Page 30
Focus on featuring a product
instead of featuring the brand
for higher conversion rates
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36. © 2015 Seer Interactive • All Rights Reserved • Page 36
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$4,000
1.08% Conversion Rate
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38. © 2015 Seer Interactive • All Rights Reserved • Page 38
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39. © 2015 Seer Interactive • All Rights Reserved • Page 39
$10,000
1.37% Conversion Rate
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40. © 2015 Seer Interactive • All Rights Reserved • Page 40
$4,000
1.08% Conversion Rate
$10,000
1.37% Conversion Rate
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42. © 2015 Seer Interactive • All Rights Reserved • Page 42
Another
Comparison
https://www.flickr.com/photos/furryscalyman/
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43. © 2015 Seer Interactive • All Rights Reserved • Page 43
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$7,500 Quote Requests
0.62% Conversion Rate
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45. © 2015 Seer Interactive • All Rights Reserved • Page 45
Seer Interactive @McGswagg
46. © 2015 Seer Interactive • All Rights Reserved • Page 46
$27,000
4.73% Conversion Rate
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$27,000
4.73% Conversion Rate
$7,500
0.62% Conversion Rate
Seer Interactive @McGswagg
48. © 2015 Seer Interactive • All Rights Reserved • Page 48
Don’t
assume.
Use your referral data.
https://www.flickr.com/photos/spiderdog/
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50. © 2015 Seer Interactive • All Rights Reserved • Page 50
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57. © 2015 Seer Interactive • All Rights Reserved • Page 57
Seer Interactive @McGswagg
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Customers are
accustomed to results.
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Customers are
accustomed to assistance.
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61. © 2015 Seer Interactive • All Rights Reserved • Page 61
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Not everyone
likes the mega menu.
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64. © 2015 Seer Interactive • All Rights Reserved • Page 64
These are the 9% that can’t find
what they’re looking for.
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65. © 2015 Seer Interactive • All Rights Reserved • Page 65
You’re your own Google.
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66. © 2015 Seer Interactive • All Rights Reserved • Page 66
7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning
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67. © 2015 Seer Interactive • All Rights Reserved • Page 67
4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning
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68. © 2015 Seer Interactive • All Rights Reserved • Page 68
11%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
Customers see your site as the
Amazon of your offering or product.
Seer Interactive @McGswagg
70. © 2015 Seer Interactive • All Rights Reserved • Page 70
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with search
results
without search
results
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73. © 2015 Seer Interactive • All Rights Reserved • Page 73
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Variations matter.
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Confirm the accuracy of
your search engine
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86. © 2015 Seer Interactive • All Rights Reserved • Page 86
But that’s only
5% all site
searches…
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87. © 2015 Seer Interactive • All Rights Reserved • Page 87
This is top ten data syndrome.
https://www.flickr.com/photos/mamchenkov/
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88. © 2015 Seer Interactive • All Rights Reserved • Page 88
How about instead of the
top 10 terms
Lets look at the
top 1,000
and every possible variation
89. © 2015 Seer Interactive • All Rights Reserved • Page 89
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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90. © 2015 Seer Interactive • All Rights Reserved • Page 90
Out of the first 1,000 terms
searched on the site
20% (not 5%) directly related to
account cancellations
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94. a land before…
(not provided)
https://www.flickr.com/photos/52630087@N08/
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97. © 2015 Seer Interactive • All Rights Reserved • Page 97
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THIS GUY IS READY TO BUY
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101. © 2015 Seer Interactive • All Rights Reserved • Page 101
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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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105. © 2015 Seer Interactive • All Rights Reserved • Page 105
They use your site search
to give it a second try
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https://www.flickr.com/photos/chefranden/
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108. © 2015 Seer Interactive • All Rights Reserved • Page 108
https://www.flickr.com/photos/chefranden/
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109. © 2015 Seer Interactive • All Rights Reserved • Page 109
Exact matches matter.
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111. © 2015 Seer Interactive • All Rights Reserved • Page 111
Data from 2011
can still be relevant today
https://www.flickr.com/photos/gfreeman23/
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113. © 2015 Seer Interactive • All Rights Reserved • Page 113
Remove (not provided)
Remove branded
Update all to lowercase
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114. © 2015 Seer Interactive • All Rights Reserved • Page 114
But what about similar matches?
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115. © 2015 Seer Interactive • All Rights Reserved • Page 115
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Enter: Fuzzy Lookup
https://www.flickr.com/photos/bonniesducks/
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117. © 2015 Seer Interactive • All Rights Reserved • Page 117
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Enter:
Excel Crashing….
@ethanlyon
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Organic
Keyword
Site Search
Keyword
% Similarity
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120. © 2015 Seer Interactive • All Rights Reserved • Page 120
Narrow down to only
the most similar.
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121. © 2015 Seer Interactive • All Rights Reserved • Page 121
Organic
Keyword
Site Search
Keyword
% Similarity
Seer Interactive @McGswagg
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Organic
Keyword
Site Search
Keyword
%
Similarity
Unique
Searches
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123. © 2015 Seer Interactive • All Rights Reserved • Page 123
The same visitor path
is occurring
repeatedly
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125. © 2015 Seer Interactive • All Rights Reserved • Page 125
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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127. © 2015 Seer Interactive • All Rights Reserved • Page 127
Landing Page
Site Search
Keyword
# of
Occurrences
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128. © 2015 Seer Interactive • All Rights Reserved • Page 128
The same visitor path
is occurring
repeatedly
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Landing Page
Site Search
Keyword
# of
Occurrences
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They give you a second chance
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135. Don’t miss out on
what can come from
looking past
the top ten.
https://www.flickr.com/photos/glasgowamateur/
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