SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'

© 2015 Seer Interactive • All Rights Reserved • Page 1
https://www.flickr.com/photos/williambrawley/
AVOIDING TOP TEN
DATA SYNDROME
The Most Undervalued Analytics Reports
Seer Interactive @McGswagg

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/

https://www.flickr.com/photos/kokopinto/
Luckily…
there is a cure.https://www.flickr.com/photos/charlesonflickr/

REFERRAL DATA
https://www.flickr.com/photos/speedoflife/

RANK WITH YOUR REFERRAL

YOUR SITE
THE
REFERRING
SITE
Visitor
Path

How did the visitor
reach the referral site
to begin with?

YOUR SITE
THE
REFERRING
SITE
THE
REFERRAL
RANKS
Visitor
Path

Your referrals have
rankings too

Determine where your site should be
based on where your referrals are.

Referral Path Conversion
Rate

and you already know
they convert.
Now you’ve got a persona

If the referral is getting the customers that
love your brand, why aren’t you?

FIND THE PERSONA’S STARTING POINT

Competitors
Competitors

Incorporate keywords your
referrals are using
and join themon page 1.

Benefit from owning
two ranking positions.

DETERMINE WHAT TO
FOCUS ON WHEN YOU
GET FEATURED
https://www.flickr.com/photos/rogersg/

Ecommerce
Conversion Rate
Referral Path

0.85%
Conversion Rate

2.03%
Conversion Rate

Focus on featuring a product
instead of featuring the brand
for higher conversion rates

PERSONAS
WITHOUT
THE HEADACHE
https://www.flickr.com/photos/londonmatt/

$4,000
1.08% Conversion Rate

$10,000

$4,000
$10,000

26% higher conversion Rate
from the republished article

Another
Comparison
https://www.flickr.com/photos/furryscalyman
/

$7,500 Quote Requests

$27,000

$27,000
$7,500

Don’t
assume.
Use your referral data.
https://www.flickr.com/photos/spiderdog/

SITE SEARCH
https://www.flickr.com/photos/ryanwick/

How's it work?
https://www.flickr.com/photos/drp/

Why’s it matter?
https://www.flickr.com/photos/denisemattox/

USER
EXPERIENCE
https://www.flickr.com/photos/u-ri-bo/

Customers are
accustomed to results.

Customers are
accustomed to assistance.

Not everyone
likes the mega menu.

THE DATA!
https://www.flickr.com/photos/small_realm/
Well...what kind of data are we working with really?

These are the 9% that can’t find
what they’re looking for.

You’re your own Google.

7%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
New
Returning
New
Returning

4%
8%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
New
Returning

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.

FINDING DEAD ENDS
https://www.flickr.com/photos/tadsonbussey/

with
search
results
without
search results

Variations matter.

CONTENT GAPS
delivered to your front door
https://www.flickr.com/photos/denverjeffrey/

GENERAL
TROUBLESHOOTING

Look past the top ten….

Confirm the accuracy of
your search engine

UNDERSTANDING INTENTION
and changing the conversation
https://www.flickr.com/photos/danielcoy/

But that’s only
5% all site
searches…

This is top ten data syndrome.
https://www.flickr.com/photos/mamchenkov/

How about instead of the
top 10 terms
Lets look at the
top 1,000
and every possible variation

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

Out of the first 1,000 terms
searched on the site
20% (not 5%) directly related to
account cancellations

CHANGE THE
CONVERSATION

What Else?

https://www.flickr.com/photos/aigle_dore/
LETS LOOK AT OLD DATA

a land before…
(not provided)
https://www.flickr.com/photos/52630087@N08/

Visitor
Path
Site Search
Keyword
The Result

Visitor
Path
Site Search
Keyword
The Result
Organic
Search
Keyword

THIS GUY IS READY TO BUY

NO FOURSEASON PANTS

https://www.flickr.com/photos/jamesjordan/
Luckily…
you have
a persistent customer

They use your site search
to give it a second try

https://www.flickr.com/photos/chefranden/

Exact matches matter.

Your content is not
specific enough.

Data from 2011
can still be relevant today
https://www.flickr.com/photos/gfreeman23/

Visitor
Path
Site Search
Keyword
The Result
Organic
Search
Keyword
How often…
are you making your visitor
search twice?

Remove (not provided)
Remove branded
Update all to lowercase

But what about similar matches?

Enter: Fuzzy Lookup
https://www.flickr.com/photos/bonniesducks/

Enter:
Excel Crashing….
@ethanlyon

Organic
Keyword
Site Search
Keyword
% Similarity

Narrow down to only
the most similar.

Organic
Keyword
Site Search
Keyword
% Similarity

Organic
Keyword
Site Search
Keyword
%
Similarity
Unique
Searches

The same visitor path
is occurring
repeatedly

So?
How often is this
actually happening?

As few as 9%
and as many as 25% of visitors
using site search
may be searching for the same thing a
second time

Well what about
in 2015?

Landing Page
Site Search
Keyword
# of
Occurrences

The same visitor path
is occurring
repeatedly

Landing Page
Site Search
Keyword
# of
Occurrences

They give you a second chance

Your content is not
broad enough.

QUIT MAKING THE
CONSUMER
SEARCH TWICE
AND GET IT RIGHT
THE FIRST TIME.

Don’t miss out on
what can come from
looking past
the top ten.
https://www.flickr.com/photos/glasgowamateur/

SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'

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SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'