DATA MINING FOR OPPORTUNITIES

Jon Quinton, Senior SEO Consultant, SEOgadget

YOU THINK MORE TRAFFIC = MORE

REVENUE?

Need Search View Purchase

Problem /

Need

Fast Answer

Do I Trust This?

Will this do the Job?

Can I Complete

my Goal?

@jonquinton1

GO BACK TO BASICS

HOW DOES YOUR BRAND FIT IN?

Bookings

Increased Social Engagement

New Services

Email Sign Ups

Press

DEFINE BUSINESS GOALS

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ALIGN WITH WHAT YOUR USERS WANT

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TIP 1:

IDENTIFY WHY PEOPLE SEARCH

Beach Holidays

Families

Couples

Ibiza Crowd

Elderly Couples

Thrill Seekers

@jonquinton1

Customer One:

Elderly Couple

Customer Two:

Party Animal

Customer Three:

Romantic Couple

Customer Four:

Young Family

Relaxing Breaks

Resorts for Over 60s

Senior Holidays

Clubbing Holiday

Cheap Package Holidays

Budget Breaks

Romantic Breaks

Spa Breaks

Luxury Holidays

Family Holidays

Kids Clubs

Family Resorts

Clubs and Pubs

Dining

Facilities

Activities

Needs / Intent Search Terms

Content

@jonquinton1

@jonquinton1

Q&A sites, news, forums and reviews: All great places to get

‘inside’ a new topic

AUTOMATE AND SCALE USING XPATH

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Enter a Keyword and see

what questions are being

asked on Q& A sites

TIP 2:

IDENTIFY YOUR WEAK POINTS

1. EXPORT NON-BRAND KEYWORDS…

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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.

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2. PULL IN SEARCH VOLUME AND ONPAGE DATA

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=arrayGetAdwordsStats(A2,”EXACT”,”GB”,”WEB”)

=htmltitle(D2)

ARE REFERRAL KEYWORDS CATERED FOR?

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=IF(COUNTIF(F2,"*"&B2&"*")>0,"Match","Non-Match")

PROPORTION OF MATCHES VS. MISSED OPPORTUNITIES

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77%

23%

Keyword Matches vs. Non-Matches

This is interesting, but it’s not telling us much and isn’t immediately

actionable.

TOP TEN BOUNCED TERMS – NON MATCH

@jonquinton1

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gifts forboyfriend

valentine giftsfor him uk

unusual giftideas

girls stockingfillers

funny gifts laser starprojector

laser cosmosprojector

star projector wine rack weddingplanner book

weddingplanning

books

Top ‘Non-Matched’ Keywords Ordered By Exit Rate

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

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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

1st

Album

Telephone / Bad Romance

2nd

Album

Go and see Diesel’s awesome ‘days to live’: http://www.diesel.com/daystolive/

TIP 7:

FIND WAYS TO DO THINGS BETTER

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Keyword Research will always show new opportunities for revenue and content

Look for opportunities with

high search volume, where the

competition is spectacularly

average

TIP 8:

TEST EVERYTHING

TIP 9:

USE REAL METRICS

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

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Have any crucial needs been missed?

Is new content required?

Is my navigation as good as possible?

3. CUSTOMER SERVICE – MONITOR PHONE HOURS

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Traffic

Call Hours

Are you monitoring the effect content has on customer enquiries

and customer service workload?

@jonquinton1

4. MONITOR USER PERCEPTION / SENTIMENT

Monitor Reviews:

Monitor Social:

Customer Service:

Ask Questions:

Monitor Support Tickets:

Simple Brand Monitoring:

It’s SO easy to find out what people are thinking. Often, all you need to do is ask..

@jonquinton1

TIP 10:

KEEP HUNTING AND REPEAT!

Jon Quinton, SEOgadget

Blog: seogadget.co.uk

Email: jon@seogadget.co.uk

THANK YOU