4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14

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4 steps to building a data-driven organic search strategyDaniel BianchiniDirector of Services @ White@danielbianchini

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Data is being utilised everywhere, and by everyone!

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Yet, we haven’t all grasped that concept in organic search

marketing.

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What we tend to do is…

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Crazy, right?!

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“We have more data than any other ecosystem”

- Jono Alderson

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But it’s important to understand…

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“Not everything that can be counted counts, and not

everything that counts can be counted”

- Albert Einstein

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Dept/Channel Goal

Identify Opportunity

Understanding your audience

Competitor Research

Cre

ate

Str

ate

gy

Obje

ctive

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CAVEAT:

For this presentation, I have analysed the cruise industry

from an aggregator’s perspective.

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Determining your goal

Step 1

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Dept/Channel goals need to contribute to the overall

business objective and not be standalone

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Business Objective

Department Objective

Channel Goal

• Become #1 service/provider online

• Increase market share

• Become a thought leader• Increase brand awareness• Increase online sales

• # of thought leadership content pieces

• % of sales YoY• % of brand engagement

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EXAMPLE GOAL:

Increase online visibility and sales through organic search.

Business Objective – Become the number one online cruise aggregator

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Understanding your audience.

Step 2

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You are the marketer, not necessarily the intended

audience.

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? ?

?

?

? ??

?

?

?

?

??

?

?

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• Internal database (CRM)

• Stakeholder meetings

• Customer service & sales teams

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ARTICLES

DEMO GUIDESTRENDS

GUIDES

INFOGRAPHIC

EBOOKS

ENEWS

ARTICLES

TRENDS

REPORTS/

WHITE PAPERS

GUIDESINFOGRAPHIC

EBOOKS

ENEWS

PRESS RELEASE

ARTICLES

GUIDES

ENEWS

DEMO GUIDESPRESS RELEASE

REPORTS/

WHITE PAPERGUIDES

PRESS RELEASE

DEMO GUIDES

ARTICLES

ENEWS

Persona 1

Persona 3

Persona 2

Persona 4

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WHAT DO WE KNOW?

Audience is predominantly 60+, likes to travel, and spends more time online than watching TV.

They use multiple devices, receptive of apps, and are

active on social media.

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WHAT DO WE KNOW?

They are regular cruise goers, with a brand and ship loyalty. When researching they use

online articles, guides and news to help with their purchase

decision.

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Competitor Research

Step 2

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You should have an idea of your main competitors from your key

stakeholders meeting.

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Collect all of the current ranking data for each of your identified competitors!

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0

1000

2000

3000

4000

5000

6000

7000

8000

9000

ImagineCruising

ReadersOffers

Cruise 118 PlanetCruise

IGLU Cruise

Total vs Unique Keywords

Unique Keywords Total Keywords

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Keyword Data

Searc

h Q

ueries

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Here’s my competitor

s

Who are these?

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Here’s my competitor

s

Not in my original list

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Competitors Repeat

Keywords Market

Extract new keywords based

on those competitors.

Process new competitors

through SEMrush.

Repeat until you have a

good/complete picture of the

market.

Identify any new competitors the keywords have

unearthed.

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Now you know who your competitors are, but what are

they doing?

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WHAT DO WE KNOW?

The keyword research provided a better understanding of the market as a whole, including identifying those competitors

that were not considered.

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WHAT DO WE KNOW?

Our research shows that competitors are competing in search, email and social but only a few are doing it well.

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Using the data from the competitor research and user

profiling, WILL open up opportunities.

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Finding Opportunities

Step 4

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Initial analysis has provided 3 opportunities

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Don’t target just search volume, but instead look for realistic opportunities that you can achieve consistently.

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My competitor

s

Not relevant to the

business

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That’s a potential increase of 3,800 visits per month through

organic search

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Combined with a conversion rate of 3.17% and average

order value of £879 =

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£105,884.34 per month

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And there are another 10 cruise brands to target!

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Data back from the user survey confirms the information shown from the persona with limited cruise goers coming from those under 35. This can turn into a longer more business focused campaign to change this.

10%

35%

55%

0%

10%

20%

30%

40%

50%

60%

Ever considered acruise holiday

Never considered acruise holiday

I’m over 30 years old

IF YOU ARE 30 YEARS OLD OR UNDER HAVE YOU:

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Content that has the most engagement, through both social media and comments is content that makes the news.

Creating a content calendar, that allows you to be flexible will enable you to create timely content that will be shared.

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All 3 opportunities are user focussed and based on data!

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Dept/Channel Goal

Have identified opportunity

Understand the audience

You’ve done your competitor

research Tim

e t

o c

reate

your

str

ate

gy

Busin

eess

Obje

ctive

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Thank you!

Slides available: http://bit.ly/1x6iQCR

Daniel BianchiniDirector of Services @ White@danielbianchini