vineri, 3 iulie 2015

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis


30% Bail-In Haircuts on Greek Deposits Over €8,000 Coming Up; Banks to Raid Deposits to Avert Collapse

Posted: 03 Jul 2015 02:49 PM PDT

30% Bail-In Haircuts Coming Up

I warned countless times over the last six months that Greek citizens need to pull their deposits before it was too late.

Today I report it's too late. 30% bail-in haircuts on Greek bank deposits are coming up.

Banks to Raid Deposits to Avert Collapse

The Financial Times reports Greek Banks Prepare Plan to Raid Deposits to Avert Collapse
Greek banks are preparing contingency plans for a possible "bail-in" of depositors amid fears the country is heading for financial collapse, bankers and businesspeople with knowledge of the measures said on Friday.

The plans, which call for a "haircut" of at least 30 per cent on deposits above €8,000, sketch out an increasingly likely scenario for at least one bank, the sources said.

"It [the haircut] would take place in the context of an overall restructuring of the bank sector once Greece is back in a bailout programme," said one person following the issue. "This is not something that is going to happen immediately."

Greece's banks have been closed since Monday, when capital controls were imposed to prevent a bank run following the leftwing Syriza-led government's call for a referendum on a bailout plan it had earlier rejected. Greece's highest court rejected an appeal by two citizens on Friday who had asked for the referendum to be declared unconstitutional.

Depositors can withdraw only €60 a day from bank ATM cash machines, while requests to transfer funds abroad have to be approved by a special finance ministry committee in co-operation with the Greek central bank.

Greek deposits are guaranteed up to €100,000, in line with EU banking directives, but the country's deposit insurance fund amounts to only €3bn, which would not be enough to cover demand in case of a bank collapse.

With few deposits over €100,000 left in the banks after six months of capital flight, "it makes sense for the banks to consider imposing a haircut on small depositors as part of a recapitalisation. . . It could even be flagged as a one-off tax," said one analyst.
It's Too Late

In honor of the bail-in I offer this musical tribute.



Link if video does not play: Carole King - It's Too Late

That was Track 3 from the album, "Tapestry" (1971), one of the best-selling albums of all time.

Why Announcement Now?

The only thing curious is the timing of the announcement. Actually, there was no official announcement. Rather a statement by "bankers and businesspeople" who likely wish to influence the vote to yes.

This news could do it. However, haircuts will come either way.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Greek Banks Down to Last €500 Million; Vote for Servitude Takes Slight Lead; IMF Says Greece Needs Another €60 Billion Bailout

Posted: 03 Jul 2015 05:39 AM PDT

Greece Roundup

  • A "yes" vote in favor of servitude has now reached a slight majority according to some Greece referendum polls. How accurate the polls are is an issue.
  • Yanis Varoufakis, Greece's finance minister, said he would resign if Greeks voted Yes in Sunday's referendum on the country's bailout. "I will not sign another extend and pretend agreement", said Varoufakis.
  • Greece to run out of essential food and medicine within days and banks down to last €500 million.
  • Daily allowance of cash from ATMs has dropped from €60 to €50.
  • Three quarters of business leaders think Greece will be forced to leave the eurozone in the next 12 months.

Vote for Servitude Takes Slight Lead

Reuters reports 'Yes' Camp Takes Slim Lead in Greek Bailout Referendum Poll
Supporters of Greece's bailout terms have taken a wafer-thin opinion poll lead over the 'No' vote backed by the leftist government, 48 hours before a referendum that may determine the country's future in the euro zone.

The poll by the respected ALCO institute, published in the Ethnos newspaper on Friday, put the 'Yes' camp on 44.8 percent against 43.4 percent for the 'No' vote. But the lead was well within the pollster's 3.1 percentage point margin of error, with 11.8 percent saying they are still undecided.

Given a volatile public mood and a string of recent election results that ran counter to opinion poll predictions, the result is in effect completely open.

Credit ratings agency Fitch said the banks were already effectively bust and would go to the wall within days unless the European Central Bank increases emergency liquidity assistance to help them cope with a wave of withdrawals.

There has been little time for campaigning but Tsipras is due to address a mass rally of 'No' supporters in Athens' central Syntagma Square outside parliament on Friday evening, while 'Yes' campaigners plan a rally at the old Olympic Stadium.
Greek Banks Down to Last €500 Million

The Telegraph reports Greece to Run Out of Essential Food and Medicine Within Days and Banks Down to Last €500m
Greece is sliding into a full-blown national crisis as the final cash reserves of the banking system evaporate by the hour and swathes of industry start to shut down, precipitating the near disintegration of the ruling coalition.

The daily allowance of cash from many ATMs has already dropped from €60 to €50, purportedly because €20 notes are running out. Large numbers are empty. The financial contagion is spreading fast as petrol stations and small businesses stop accepting credit cards.

Constantine Michalos, head of the Hellenic Chambers of Commerce, said lenders are simply running out of money. "We are reliably informed that the cash reserves of the banks are down to €500m. Anybody who thinks they are going to open again on Tuesday is day-dreaming. The cash would not last an hour," he said.
Dwindling Food and Medical Supplies

Also consider Food and Medicine Shortages for British Tourists in Greece 'Within Days'.
British holidaymakers in Greece will be unable to buy food or medicine within days if a deal is not reached to reopen the banks, the head of a leading business body has warned.

Constantine Michalos, president of Athens Chamber of Commerce, said there could be "shortages on the shelves" by early next week and tourists could be left without "basics".

Mr Michalos warned that shops will begin to close on Friday and not reopen because they are unable to import products due to the bank closures. He said the bank closures had limited the ability of shops to import new stocks because Greece is currently frozen out of a cross-Europe system of money transactions.
IMF Says Greece Needs Another €60 Billion Bailout

Finally, please consider Greece Needs €60bn in New Aid, Says IMF.
Greece needs more than €60bn in new financial help over the next three years and faces decades under a daunting mountain of debt that will make it vulnerable to future crises, the International Monetary Fund has warned.

In a new analysis that lays out Greece's economic dilemma in stark terms, the IMF on Thursday called for Europe to grant the country "comprehensive" debt relief, arguing for the doubling of the maturities on its debts from 20 to 40 years.

The fund's assessment is likely to provide succour to the Syriza-led government which is campaigning for a No vote in a referendum on Sunday. But the IMF also blamed it for the country's deteriorating situation.
What's It All About?

The old bailout agreement is off the table. The creditors pulled it when Tsipras announced a referendum.

Greece has already been bailed out to the tune of €180 billion or so. However, Greece needs yet another €60 billion "bailout".

Total eurozone exposure to Greece, counting Target2 liabilities, may top €250 billion depending on how much cash has been pulled from Greek banks in the past two weeks.

Greece cannot possibly pay back €250-€310 billion, and it won't. Merkel understands this. For political reasons, she cannot say that.

With sentiment in Germany and the other creditor nations against another bailout the only point of a "yes" vote is one of revenge. The creditors will topple Tsipras and likely install another Troika puppet.

That is what the referendum is really about.

A vote either way will not fix a damn thing. A "yes" vote is without a doubt a vote for extend-and-pretend servitude, but a "no" vote without reforms is equally useless.

The question at hand is: Who is the master and who is the slave?

We could have and should have been in this position four or more years ago, with only  €60-€80 billion at risk. Bailing out the bondholders cost that much.

Regardless of the outcome, it appears to me the business leaders are correct. About 75% of them think Greece will be forced to leave the eurozone in the next 12 months unless Russia quickly comes to Greece's aid.

Stranded in Limbo

This all has sort of a surreal nature to me reporting from Iceland where Liz and I are on vacation. Just this morning, Liz overheard a conversation from two Greek citizens speaking in English.

They felt lucky to be able to get on a plane for their vacation, but they are also worried about being stranded here.

 If there is no money for jet fuel or critical services, we could easily see vacationers stranded in Greece. And if Greek airports get shut down, Greek citizens could be stranded abroad.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com

Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume - Whiteboard Friday - Moz Blog

Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume - Whiteboard Friday

Posted by randfish

A lot of fantastic websites (and products, services, ideas, etc.) are in something of a pickle: The keywords they would normally think to target get next to no search volume. It can make SEO seem like a lost cause. In today's Whiteboard Friday, Rand explains why that's not the case, and talks about the one extra step that'll help those organizations create the demand they want.

Creating Demand for Products, Services, or Ideas that Have Little to No Existing Search Volume Whiteboard

For reference, here's a still of this week's whiteboard. Click on it to open a high resolution image in a new tab!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about a particularly challenging problem in the world of SEO, and that is trying to do SEO or trying to do any type of web marketing when your product, service, or idea has no search volume around it. So nobody is already looking for what you offer. It's a new thing, a new concept.

I'll use the example here of a website that I'm very fond of, but which there's virtually no search volume for, called Niice. It's Niice.co.

It's great. I searched for things in here. It brings me back all these wonderful visuals from places like Colossus and lots of design portals. I love this site. I use it all the time for inspiration, for visuals, for stuff that I might write about on blogs, for finding new artists. It's just cool. I love it. I love the discovery aspect of it, and I think it can be really great for finding artists and designers and visuals.

But when I looked at the keyword research -- and granted I didn't go deep into the keyword research, but let's imagine that I did -- I looked for things like: "visual search engine" almost no volume; "search engine for designers" almost no volume; "graphical search engine" almost no volume; "find designer visuals" nada.

So when they look at their keyword research they go, "Man, we don't even have keywords to target here really." SEO almost feels like it's not a channel of opportunity, and I think that's where many, many companies and businesses make mistakes actually, because just because you don't see keyword research around exactly around what you're offering doesn't mean that SEO can't be a great channel. It just means we have to do an extra step of work, and that's what I want to talk about today.

So I think when you encounter this type of challenge -- and granted it might not be the challenge that there's no keyword volume -- it could be a challenge in your business, for your organization, for some ideas or products that you have or are launching that there's just very little, and thus you're struggling to come up with enough volume to create the quantity of leads, or free trials, or customers that you need. This process really can work.

Key questions to start.

1) Who's the target audience?

In Niice's case, that's going to be a lot of designers. It might be people who are creating presentations. It might be those who are searching out designers or artists. It could be people seeking inspiration for all sorts of things. So they're going to figure out who that is.

From there, they can look at the job title, interests, demographics of those people, and then you can do some cool stuff where you can figure out things like, "Oh, you know what? We could do some Facebook ad targeting to those right groups to help boost their interests in our product and potentially, well, create branded search volume down the road, attract direct visitors, build brand awareness for ourselves, and potentially get some traffic to the site directly as well. If we can convert some of that traffic, well, that's fantastic."

In their case, I think Niice is ad-supported right now, so all they really need is the traffic itself. But regardless, this is that same type of process you'd use.

2) What else do they search for?

What is that target audience searching for? Knowledge, products, tools, services, people, brands, whatever it is, if you know who the audience is, you can figure out what they're searching for because they have needs. If they have a job title, if they have interests, if you have those profile features about the audience, you can figure out what else they're going to be searching for, and in this case, knowing what designers are searching for, well, that's probably relatively simplistic. The other parts of their audience might be more complex, but that one is pretty obvious.

From that, we can do content creation. We can do keyword targeting to be in front of those folks when they're doing search by creating content that may not necessarily be exactly selling our tools, but that's the idea of content marketing. We're creating content to target people higher up in the funnel before they need our product.

We can use that, too, for product and feature inspiration in the product itself. So in this case, Niice might consider creating a design pattern library or several, pulling from different places, or hiring someone to come in and build one for them and then featuring that somewhere on the site if you haven't done a search yet and then potentially trying to rank for that in the search engine, which then brings qualified visitors, the types of people who once they got exposed to Niice would be like, "Wow, this is great and it's totally free. I love it."

UX tool list, so list of tools for user experience, people on the design or UI side, maybe Photoshop tutorials, whatever it is that they feel like they're competent and capable of creating and could potentially rank for, well, now you're attracting the right audience to your site before they need your product.

3) Where do they go?

That audience, where are they going on the web? What do they do when they get there? To whom do they listen? Who are their influencers? How can we be visible in those locations? So from that I can get things like influencer targeting and outreach. I can get ad and sponsorship opportunities. I can figure out places to do partnership or guest content or business development.

In Niice's case, that might be things like sponsor or speak at design events. Maybe they could create an awards project for Dribble. So they go to Dribble, they look at what's been featured there, or they go to Colossus, or some of the other sites that they feature, and they find the best work of the week. At the end of the week, they feature the top 10 projects, and then they call out the designers who put them together.

Wow, that's terrific. Now you're getting in front of the audience whose work you're featuring, which is going to, in turn, make them amplify Niice's project and product to an audience who's likely to be in their target audience. It's sort of a win-win. That's also going to help them build links, engagement, shares, and all sorts of signals that potentially will help them with their authority, both topically and domain-wide, which then means they can rank for all the content they create, building up this wonderful engine.

4) What types of content have achieved broad or viral distribution?

I think what we can glean from this is not just inspiration for content and keyword opportunities as we can from many other kinds of content, but also sites to target, in particular sites to target with advertising, sites to target for guest posting or sponsorship, or sites to target for business development or for partnerships, site to target in an ad network, sites to target psychographically or demographically for Facebook if we want to run ads like that, potentially bidding on ads in Google when people search for that website or for that brand name in paid search.

So if you're Niice, you could think about contracting some featured artist to contribute visuals maybe for a topical news project. So something big is happening in the news or in the design community, you contract a few of the artists whose work you have featured or are featuring, or people from the communities whose work you're featuring, and say, "Hey, we might not be able to pay you a lot, but we're going to get in front of a ton of people. We're going to build exposure for you, which is something we already do, FYI, and now you've got some wonderful content that has that potential to mimic that work."

You could think about, and I love this just generally as a content marketing and SEO tactic, if you go find viral content, content that has had wide sharing success across the web from the past, say two, three, four, or five years ago, you have a great opportunity, especially if the initial creator of that content or project hasn't continued on with it, to go say, "Hey, you know what? We can do a version of that. We're going to modernize and update that for current audiences, current tastes, what's currently going on in the market. We're going to go build that, and we have a strong feeling that it's going to be successful because it's succeeded in the past."

That, I think, is a great way to get content ideas from viral content and then to potentially overtake them in the search rankings too. If something from three or five years ago, that was particularly timely then still ranks today, if you produce it, you're almost certainly going to come out on top due to Google's bias for freshness, especially around things that have timely relevance.

5) Should brand advertisement be in our consideration set?

Then last one, I like to ask about brand advertising in these cases, because when there's not search volume yet, a lot of times what you have to do is create awareness. I should change this from advertising to a brand awareness, because really there's organic ways to do it and advertising ways to do it. You can think about, "Well, where are places that we can target where we could build that awareness? Should we invest in press and public relations?" Not press releases. "Then how do we own the market?" So I think one of the keys here is starting with that name or title or keyword phrase that encapsulates what the market will call your product, service or idea.

In the case of Niice, that could be, well, visual search engines. You can imagine the press saying, "Well, visual search engines like Niice have recently blah, blah, blah." Or it could be designer search engines, or it could be graphical search engines, or it could be designer visual engines, whatever it is. You need to find what that thing is going to be and what's going to resonate.

In the case of Nest, that was the smart home. In the case of Oculus, it was virtual reality and virtual reality gaming. In the case of Tesla, it was sort of already established. There's electric cars, but they kind of own that market. If you know what those keywords are, you can own the market before it gets hot, and that's really important because that means that all of the press and PR and awareness that happens around the organic rankings for that particular keyword phrase will all be owned and controlled by you.

When you search for "smart home," Nest is going to dominate those top 10 results. When you search for "virtual reality gaming," Oculus is going to dominate those top 10. It's not necessarily dominate just on their own site, it's dominate all the press and PR articles that are about that, all of the Wikipedia page about it, etc., etc. You become the brand that's synonymous with the keyword or concept. From an SEO perspective, that's a beautiful world to live in.

So, hopefully, for those of you who are struggling around demand for your keywords, for your volume, this process can be something that's really helpful. I look forward to hearing from you in the comments. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

You are subscribed to the Moz Blog newsletter sent from 1100 Second Avenue, Seattle, WA 98101 United States
To stop receiving those e-mails, you can unsubscribe now.
Newsletter powered by FeedPress

Nazariy Mazur added you on Google+

Follow and share with Nazariy by adding him to a circle.
Don't know this person? You don't have to add them back (they'll only see what's shared with them). Learn more.
People you might know in Nazariy Mazur's circles. View all »
5 people in common
Add to circles
1 person in common
Add to circles
3 people in common
Add to circles
Unsubscribe from these emails.View Nazariy's profile or block Nazariy completely.
Google Inc., 1600 Amphitheatre Pkwy, Mountain View, CA 94043 USA

Seth's Blog : "All other difficulties are of minor importance"

"All other difficulties are of minor importance"

The Wright Brothers decided to solve the hardest problem of flight first.

It's so tempting to work on the fun, the urgent or even the controversial parts of a problem. 

There are really good reasons to do the hard part first, though. In addition to not wasting time in meetings about logos, you'll end up getting the rest of your design right if you do the easy parts last.

       

More Recent Articles

[You're getting this note because you subscribed to Seth Godin's blog.]

Don't want to get this email anymore? Click the link below to unsubscribe.



Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.

joi, 2 iulie 2015

Your website on Google (ranking changes)

View Web Version | Unsubscribe from this list


Get better Google rankings and
more customers! Instant access.

If you don't want to get left behind your competitors, try this tool:

Try this before your competitors do.
Try it risk-free & see for yourself!



Get top rankings on Google
SEOprofiler is the proven solution that helps you to get your website on top of Google's search results. You get tools for link building, keywords, social media, website analytics ( + a lot more).


Track your results
Find the keywords that deliver the best results. SEOprofiler offers ranking checks on city level. See how your website is ranked for your keywords on Google, Bing and Yahoo in 68 countries and in particular cities. Integrates with Google Analytics.


Impress your boss and your clients
Create beautiful reports in your company design for your boss and your clients. Fully customizable with your own logo, colors, etc.


Remove bad links, monitor social media mentions
Find harmful links that point to your website and eliminate bad links. Monitor social networks for mentions of your company.


Trusted by 50,000 companies
More than 50,000 businesses use SEOprofiler to get high rankings on Google. If you haven't tested SEOprofiler yet, create a free trial account or order the full version risk-free.

SEOprofiler will help you to get much better results. Try it now risk-free and see for yourself. Benefit from SEOprofiler before your competitors do.

You receive this email since you have used our services at http://www.submitstart.com/

View Web Version | Unsubscribe from this list

5 Actionable Analytics Reports for Internal Site Search - Moz Blog

5 Actionable Analytics Reports for Internal Site Search

Posted by ryanwashere

I was furious when keyword data disappeared from Google Analytics (GA).

putersmash.gif

I mean, how could I possibly optimize a website without keyword data?!?!

It didn't take me long to realize I was overreacting. In fact, I quickly realized how trivial keyword data was.

Search engines are pretty damn good at what they do. If you properly optimize your content, people will find it with the keywords you intended. (You should set up an SEO dashboard in GA to verify your results.)

The truly valuable keywords are the ones visitors use within your site.

When mined correctly, internal terms uncover how and why users engage with content. These insights provide clear direction to improve content, SEO, and the user journey (resulting in increased conversions, leads, and sales).

In this post, I'll cover three things:

  1. How to set up internal search reporting in GA
  2. How to access and analyze five internal search reports in GA
  3. Two client case studies using internal search data

Prepping your analytics account

Before I get into the details, make sure you have the following set up in your GA account:

  1. Exclude internal traffic (filter). You wouldn't believe how many organizations don't do this. This simple filter makes all the difference when it comes to data quality. Make sure your website is excluding all internal traffic (step-by-step directions: how to set up internal filters in GA.)
  2. Goals, events and conversions. In order to discover user intent, we need to be able to segment reports by conversions. Make sure that your website has clearly defined key performance indicators (KPIs) that are represented by goals in GA (step by step directions: how to set up goals in GA.)

Supplemental reading: How to set up Google Analytics on your website

Setting up GA site search reporting

Standard GA implementation doesn't have internal search reporting configured. In order to get the data, we need to input some information into GA manually.

Follow these steps to get it up and running:

  1. Navigate to the "Admin" tab
  2. Click "View Settings"
  3. Go to the bottom, where you'll find "Site Search Settings"
  4. Click the button so that its setting is "On"

In order to complete the tracking, you'll need to locate your site's query parameter.

  1. In a new browser tab, open your website
  2. In your website's internal search bar, type the word "seo" and click "search"
  3. You will be redirected to your website's internal search landing page
  4. Look at the URL on the landing page (see screenshot below)
  5. You will see your search term, along with these characters: "?", "random letter", and "="
  6. The letter before the equal sign ("=") is your website's query parameter
  7. Enter this value into the appropriate box in GA
  8. Click save

moz-10.png

EXAMPLE

Search query: seo
Landing URL: http://webris.org/?s=seo
Parameter
: ?s=seo
What to enter in GA: s
Screen Shot 2015-05-10 at 12.25.51 PM

GA will not post-date searches. In other words, searches that took place before you set up reporting won't populate. You will only get data from searches occur going forward.

For this reason, you'll need to wait about 30 days after setting up site search tracking in GA before analyzing the site search data. Otherwise, you won't have sufficient data to conduct meaningful analysis.

Analyzing the site search data

To access your site search data, navigate to Behavior > Behavior Flow > Site Search in GA.

There are five reports under Site Search:

  1. Overview
  2. Usage
  3. Search Terms
  4. Pages
  5. Any/All Reports (Segments)

Report #1: Overview

How to get there: Behavior > Behavior Flow > Site Search > Overview
What the report tells us:
Lists the high-level metrics related to your site's internal search
Potential insights
:

  • Visits With Site Search, % Search Exits, and % Search Refinements: When looked at together, these metrics can tell you a lot about how visitors are finding content. If all three numbers are high, it likely means users can't find what they're looking for.
  • Time after Search and Average Search Depth: Conversely, if these two metrics are high, it probably means users find a lot of value in your site search.
  • Overview (graph): Pay close attention to spikes and surges in internal searches. Were you running campaigns during this time? Use traffic segments to dig into causation.

Screen Shot 2015-05-10 at 12.22.50 PM


Report #2: Usage

How to get there: Behavior > Behavior Flow > Site Search > Usage
What the report tells us:
User journeys that used site search vs. those who didn't
Potential insights
:

  • Pages/Session, Average Session Duration: If the pages viewed and session duration is higher with visitors using site search, this indicates your website has the right content (i.e., users are finding the content they are searching for). Keep a close eye on these metrics and test widgets, sidebars and "suggested article" plugins to help you figure out how to improve navigation.
  • Goal Completions: These are important metrics. Plain and simple, this tells us whether or not site search helps drive goal completions. If so, you may want to consider making your site search more prominent, or make it stand out with specific calls to action.
  • Secondary dimension: You can add a number of dimensions to this report to get deeper insight. I like to add "Medium"—it gives you a breakdown of each traffic medium, segmented by Visits With Site Search and Visits Without Site Search.
Screen Shot 2015-05-10 at 12.37.39 PM

Untitled-1


Report #3: Search terms

How to get there: Behavior > Behavior Flow > Site Search > Search Terms
What the report tells us:
Lists the most used search terms with corresponding engagement metrics
Potential Insight
:

  • Look at each engagement metric for discrepancies between search terms. If one search term has an abnormally high % Search Exits or % of Search Refinements, then you most likely don't have content those visitors are looking for.
  • Look at the complete list of terms—are these included in your PPC and SEO keyword targeting strategies? If not, they should be. These are the terms your visitors expect to see on your site.
  • Add traffic channel segments to see which channel drives the most internal searches. These terms should match up with your PPC and SEO strategies. If a visitor is using site search to refine what they're looking for, it could mean that they didn't find your site from the right landing page.

Screen Shot 2015-05-12 at 11.05.25 AM


Report #4: Pages

How to get there: Behavior > Behavior Flow > Site Search > Pages
What the report tells us
: The pages users made their queries on
Potential insights
:

  • Overall: Looking at the overall picture of the data will show you where users are having problems finding content. Take a closer look at how your top pages are structured—can users find what they need?
  • Secondary dimension: I like to layer on the "Previous Page Path" dimension. This helps create a greater context for the problems users are have navigating your site.

Screen Shot 2015-05-12 at 11.03.24 AM


Report #5: Segments

How to get there: Behavior > Behavior Flow > Site Search > Any/All Reports

What the report tells us: Segments add additional depth and value. I often use the following segments to drive more insights:

  • Mobile traffic: Segmenting by mobile allows you to see visitors are using site search more from mobile. This can yield insights into mobile design and layout.
  • Converters or Made a purchase: Is site search driving conversions or adding roadblocks?
  • Organic traffic: What percentage of users that find your website through search engines need to refine their searches? The internal keyword searches are the keywords that users are really looking for when they find your site.
  • Returning users: Returning users are loyal—they enjoy your content enough to return for more. Use the internal search data to find out what content you need to best serve them.

Screen Shot 2015-05-12 at 11.01.26 AM


Case Studies: Driving action from internal search

The internal site search reports described above are high-level. Sometimes it takes seeing them in action to understand how to truly apply them.

As such, I've included two case studies that show exactly how I've used internal search data to drive meaningful action.

Case study #1

Site: Pop culture publisher (online only)
Marketing channels: SEO, social, and content

Problem:

  • The site drives traffic from five to eight daily blog updates about niche pop culture celebrities
  • In November, traffic stagnated, and then started to decline

Research:

  • The site thrives by creating content about niche celebrities, the ones few other sites write about. This gave them the monopoly on both the SERPs and avid social media fans
  • Digging in further, I found social traffic was steadily declining, while organic was remaining nearly the same, month-over-month
  • A full-scale content analysis was completed, finding that more and more content was being created about the same niche celebrities. This was causing diminishing returns on social and organic traffic.
  • The site suffered from content exhaustion: Writers were covering the same topics over and over.
  • In order to build traffic, they needed to scale efforts horizontally by creating content around new niche celebrities.

Solution:

  • I consulted the Search Terms report (Behavior > Behavior Flow > Site Search > Search Terms) to see what visitors were looking for on the site
  • By adding a filter for "no-results", I could see what content visitors were searching for on the site that turned up no results
  • I dumped this list into Excel, and had the writers create new content based on the search terms in the report

Screen Shot 2015-05-10 at 12.56.09 PM

Results:

After launch of the strategy, the site saw amazing results:

  • 201.05% increase in month-over-month traffic
  • 210.99% increase in month-over-month pageviews
  • 3.30% increase in pages per session
  • 3.15% increase in session duration
  • 4.75% decrease in bounce rate

Screen Shot 2015-05-10 at 1.03.41 PM55414b8408fb30.12050792

Up and to the right!

Case study #2

Site: Online travel site
Marketing channels: SEO, PPC, email, social, content, display, TV, radio, and print

Problem:

  • Large spike in month-over-month internal searches on client's site, with poor metrics for actions following internal searches
  • Both the search volume and search rate had nearly doubled (35,457 to 65,032; and 4.37% to 8.56%, respectively) month-over-month

Screen Shot 2015-05-10 at 1.08.20 PM

Research:

  • Digging in, I found traffic on-site increased by 40,000 month-over-month; when segmented, I found the increase was strictly organic traffic
  • Consulted GA Landing Pages report with Organic Segment to find which pages the increase in traffic was going to
    • (Behavior > Site Content > Landing Pages > Organic Segment)
  • This showed that 100% of the increase in month-over-month traffic went to the home page
    • This was out of the ordinary, as 80% of organic traffic generally goes deep into the site, not to the home page

Screen Shot 2015-05-12 at 11.25.12 AM

  • Next, I consulted the Google Webmaster Tools (GWT, recently rebranded as Google Search Console) Search Analytics report to see what keywords were driving the increase
    • (GWT > Search Traffic > Search Analytics)

Screen Shot 2015-05-10 at 1.13.02 PM

  • GWT analysis showed the increase came from queries consisting of branded keywords + "giveaway" (e.g., client giveaway promotion and client giveaway)

Solution:

  • I reported the findings to the client, and found out they'd been running a series of offline ads promoting a giveaway in attempts to generate email leads
    • Note: Large organizations often have employees, agencies, contractors, and consultants running for multiple efforts. It's not uncommon for efforts to operate in silos.
  • The giveaway was set up on a landing page that was difficult to find unless typed in directly (e.g., clientsite.com/giveaway)
  • I recommended that the client include a call-to-action on the home page that linked to the giveaway

Results:

  • Sessions with search decreased by nearly 10%
  • Results after search increased by 6.45%
  • Search depth increased by 9.01%
  • Most importantly, users were able to find the giveaway. Email leads increased by 245%!

case-study-2.png

Closing

When mined properly, internal search data will give you the information you need to greatly improve your web content, design, and search engine optimization efforts.


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

You are subscribed to the Moz Blog newsletter sent from 1100 Second Avenue, Seattle, WA 98101 United States
To stop receiving those e-mails, you can unsubscribe now.
Newsletter powered by FeedPress

Han Fan: "Youtube Outro Funnel Creator - Han Fan's EXCLUSIVE Interview With N..." and more videos

Han Fan: "Youtube Outro Funnel Creator - Han Fan's EXCLUSIVE Interview With N..." and more videos

Mihai, check out the latest videos from your channel subscriptions for Jul 2, 2015.
   Play all  
Youtube Outro Funnel Creator - Han Fan's EXCLUSIVE Interview With N...
Han Fan
  + 19 more  
Battlefield 4 VOLTOU DE SAIGA 12k [Com. ao vivo]
FPSRoca
СОНИК В AGARIO
PozzitifonShow
  + 3 more  
MCA Training 2 0
John Jones
C++ Course:Variables,Data types,Cout,Cin,Text Format
Soft Fun
Protecting Your Valuables
Crazy Videos Network
  + 2 more  
Batman Arkham Knight PS4 Gameplay Walkthrough Part 14 + Commentary ...
gamer4ever
  + 6 more  
Young Thug x Metro Boomin Type Beat Instrumental "Half Time" 2015 ...
HITAFTERHITBEATS- Hip Hop Instrumentals Rap Beats
Best Golf Pranks - Best of Just For Laughs Gags
Just For Laughs Gags
Klaas – I Don't Care (Official Music Video) (HD) (HQ)
BIP Records
  + 2 more  
Want more videos? Visit YouTube for even more!
Go to YouTube