[Live] SMX Sydney ’13 – Mining Your Search Keywords & Social Data for New Revenue Opportunities

Speaker Profile:

Name: Jon Quinton

Company: SEOGadget

Twitter: @jonquinton1

Google+: https://plus.google.com/100878256385748589476/posts

Notes:

• We are overwhelmed with data, we generally struggle to mine the right data
• Jon will be cover some of the tactics they use at SEOgadget
• Start by understanding the user flow from the start to the end of the funnel. Identify all steps and help them transition from each step and make it seamless
• Need (is it addressing a problem/need) -> Search (Fast answer) -> View (Do i trust this?) -> Purchase (can i complete my goal)
• GO back to basics and define how a brand can help
• Start by defining business goals (traffic? sales? engagement? social shares?)
• Tip 1: Identify why people search
• Jon is using the example of beach holidays with users that are famlies, couples, elderly crowd, thrill seekers, etc.
• Focus on the audience that you want to target
• Map out keywords based on intent and audience types. Instead of just targeting broad keywords like beach holidays, target super targeted keywords like relaxing beach holidays
• Q&A sites is a great way of identifying what users are looking for. Quora and Tripadvisor
• Jon uses Chroms Scraper and Google Docs using Xpath to scrape Q&A sites
• Scraper will scrape all topics based on a keyword search to allow scalability – generate content and topic ideas
• FOur Seasons website are doing this really well…content, website an keyword targetting is spot on (very audience driven)
• Tip 2: Identify the weak points on your website
• Export non-brand keywords from GA, generate a list of keywords in excel
• Get the full URL and start pulling in the search volme and on-page data with SEO TOols for Excel with Niels BOsma
• You end up with referral keyowds, landing page, traffic – start identifying good/bad keyword match
• Start looking at proportion of matches vs missed opportunities
• Use Excel skills to start graphing up cool data such as top ten bounced terms that are a non match
• TIP 3: Identify influencers in your space
• Followerwonk is great for identifying influencers on Twitter – search and sort by social authority
• Its not just the who and its how and why they are influencers
• Use the compare users report in followerwonk – find deeper common connections
• Mentionmapp.com is another tool that Jon uses to identify how and why those people are influencers
• Tip 4: Find out what your influencers are sharing
• This is useful when you are trying to pitch content to. Identify what influencers like and know which buttons to push.
• Allmytweets is a tool that can pull in all tweets for a specific person – scrape with Chrome Scraper to get the domain and URL that the influencer is sharing
• Take the URL and domain that is commonly shared, start identifying where these influencers hang out online and what are they sharing
• Tip 5: Find the most shared authors
• Get the list of domains in tip 4, use seotools for excel with xpath to start pulling in author information
• scrape rel=author =XpathonURL
• Then you pull in social metrics with SEOtools for Excel – you can then find out which authors and content are successful
• Tip 6: Identify what’s Hot
• Use Google Trends drilled down to youtube only to identify hot trends
• GO and see Diesel’s awesome days to live campaign
• Tip 7: Find ways to do things better
• Find the demand with keyword research
• Jon uses example of pension calculators…great awesoem and better calculators
• Tip 8: Use Conversion Rate Optimisation to test
• Usertesting.com is great to get recordings on how user interactions
• Tip 9: Use Real Metrics
• Measure multiple goals for your content (email sign ups with event tracking)
• Monitor internal search – unlocks insight as to how users are interacting with the website. Is your content helping users
• Is new content required?
• Monitor customer service phone hours. Try to move the most common questions to the website and start tracking the impact of new content on customer enquiries
• Monitor user perception and sentiment
• Use Olark for live customer service
• Monitor forums and review websites
• Use google Alerts
• Tip 10: Keep Hunting and Repeat!
• Keeping finding new data and be creative
• Great job JON – awesome speaker

Disclaimer:
Please excuse the typos, broken links, incomplete sentences, etc.