My session from SMX syndey on 'Data Mining for Opportunities'

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

7. @jonquinton1
ALIGN WITH WHAT YOUR USERS WANT

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

15. @jonquinton1
1. EXPORT NON-BRAND KEYWORDS…

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

21. TIP 3:
IDENTIFY INFLUENCERS IN YOUR SPACE

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

29. 140
120
100
80
60
40
20
0

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

34. TIP 6:
IDENTIFY WHAT’S HOT

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

40. TIP 8:
TEST EVERYTHING

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