Answering business questions with search data | Sophie Moule | Elevate Brighton

#ElevateBrighton | #BrightonSEO
Elevate Brighton

Beyond Traffic
Answering business questions with search data.
Sophie Moule
pi-datametrics.com | @PiDatametrics | @SophieMoule
April 2018

Big stakes.
Huge urgency.
3pi-datametrics.com | @PiDatametrics | @SophieMoule | #ElevateBrighton
Beyond Traffic
1
Rankings /
Traffic
2
Commercials
3 Landscape
4
Future &
Beyond
“THE WINNERS”
Relationships are a two way thing
If SEO is more than JUST traffic...
… more can impact your traffic
than rankings!

Obvious right? - Wrong
Organic traffic is down - first team that gets called upon is the SEO
team.
Organic traffic is up - first team that gets praised is the SEO team.

Help your business understand the right problems,
By answering questions
correctly

Factors within your
business
● Product launches
● Planned News and PR
● Owned Social Media
● Other Marketing and Advertising
● Trading (sales and discounts)
Factors external to your
business
● Competitors
● Cultural trends
● Weather
● Related industry trends
● Seasonal events
● Unplanned News and PR
● Unplanned Social media
● Politics & Legislation
● The economy
So, what might impact organic traffic - outside of rankings?

The more you know about the past,
The better prepared you are
for the future.

Internal Factors

Question: Why is our organic traffic so much lower in 2017 than 2016, across all markets?
Australia
New Zealand
Canada
US
UK
Product Launch : Search volume by market for brand terms

Answer:
Rankings haven’t changed. There
were more brand searches driving
traffic to the site
But why…?

Product Launched:
Search volume ‘New product’ branded terms vs. ‘Other’ branded terms
‘New product’ branded terms
‘Other’ branded terms

Question: Why was organic traffic higher in June 2016 than any other point?
Search volume
Answer:
There was a big advertising
campaign for this brand during
June 2016.
Brand X

Tesla reveals its $35,000
car for the masses
April 1, 2016 | money.cnn.com
BMWAudi Ford HyundaiHonda Lexus Peugeot Tesla VolkswagenToyota Volvo
Question: Why was search volume so high for Tesla in April 2016, and again in August 2017?

Unplanned News!
VW scandal: UK to rerun
emissions tests
Thu 24 Sep 2015 | theguardian.com

External Factors

The most obvious external factor… CHRISTMAS
Fragrance peaks
yearly at Christmas -
seasonal peaks.

Question: Post Christmas - which categories should I push?
Lingerie
Skirts & shorts
Swim & beachwear
Wedding
Playsuits & jumpsuits
Tops, shirts & knitwear
Trousers, jeans & bottoms
Coats, jackets & blazers

Question: Why are we suddenly getting such a big increase in traffic?
What has the SEO team done so well?
Retailer 1
Retailer 2
Retailer 3
Retailer 4
Retailer 5
Retailer 6
Retailer 7
Retailer 8
Retailer 9
Retailer 10
Retailer 11
Retailer 12
Retailer 1
Retailer 2

Answer:
This company’s SEO haven’t done
anything differently, their competitor
has taken a big dive in rankings
Action:
However tempting it may be to take
the credit for this at the time…
● Manage the businesses expectations around
performance.
● The competitor may recover next week, and you’ll
have to explain why WOW traffic is down!
● BUT in the meantime - are there any further
opportunities to capitalise on a competitor’s
downfall?

Makeup for the Selfie
Generation*
Rise of Contouring and
Face Mapping Trends to
Increase the Sales of Face
Make-up Until 2020, Says
Technavio*
‘Selfie generation’ fuels
huge rise of cosmetics
sales as people chase
flawless, contoured looks*
Make up
Question: Why is our makeup category getting increased traffic every year?

Question: Which specific makeup categories should we focus on going forward?

Impact of Legislation & Unplanned Social
Trump says Toyota will
face tariffs on cars made
in Mexico
January 6th, 2017 | bbc.co.uk*

Impact of Politics & Unplanned News

Planning for internal &
external factors

Plan for known internal and external factors early

Make the unpredictable,
predictable
Identify patterns
● Make a list of relevant external factors that you need to pay
attention to.
● Have contingency plans for weather etc.

If you can identify the external factors that present a risk, or an
opportunity to your performance
You will become the master
of your own destiny!

“Everything changes -
pay attention”

Adding value to the business

Then work towards influencing wider
digital department.
Share the success with other teams.
Outside of performance marketing
teams, you can add great value by
helping content and social teams prove
the results in their work.
Attrition - don’t expect to be listened to straight away!
Create success stories within your SEO
team.
Present success stories as a
department, and as a single narrative,
to other teams
Show positive impact this will have on
business objectives, e.g:
Commercials,
Customers
Users
Try one insight at a time. And prove
successes stage by stage.
Usually accepted better than using this
data as a wider insight.

Answering business questions with search data | Sophie Moule | Elevate Brighton

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Answering business questions with search data | Sophie Moule | Elevate Brighton