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Using a multivariate dataset, across a range of different keyphrases, user intents and user types, Google exposed our site in marginal but significant ways (putting us up one place, dropping Universal search, above or below shopping results, etc). They did this with (at least) four separate sets.
BIG uplift in traffic since 1st SEPT (20% above trend) with a corresponding drop in conversion rate, so sales were broadly static (on trend). Referrals shifted at precisely the same time. No visible change in ranking.
A referral shift on 16th Sept, another 6th October- both traffic and conversion neutral (relative to the 1st Sept).
Then the biggy. 12th October, huge referral shift. Traffic-neutral, but conversions back at pre-Sept level. In other words, we are now 20% up on sales. The referrals are NOT the same (or even particularly similar) to the pre-September level
how "informational" and "transactional" might be made more granular
groups of users with certain patterns in their search histories (en masse), query types that fall into certain patterns and websites of certain patterns
from freejung's post... 2: Change your user intent category. Convince Google that you're not really an informational site about fuzzy widgets, you're actually a fuzzy widget e-comm site
Your "escape vector" is the type I would strongly advocate- with the addition of link-building
But I'm kind of stumped as to how "informational" and "transactional" might be made more granular
crucial importance to try to explicitly identify for Google exactly the kind of site I have
you probably want to decide very firmly and definitively
They created three websites, one for each user intention on three different domains.
did you notice that with the new Place Search, the Google Map floats down on the right as you scroll, obscuring the Adwords? That's not putting profit above all else.
I think Google is still working out the Visitor Behavior aspect of SEO because not all types of sites can be expected to receive the same reaction.
They have a lot of work to do... sometimes the best thing to do is to do nothing and let it sort itself out
In our business almost every order has to be 3 bid. There are not a lot of instant sales. If they lump us in with regular b2bs it's not good.Just one suggestion: have a "quote me" button where others might have a "buy" button. Of course, how they monitor that is up for debate- but they do have Chrome, Android and the venerable Toolbar, not to mention analytics and their Ad network.
The big 5 in my opinion, and perhaps the only 5 factors that matter moving forward, are.
Unique and meaningful content
Page code (well formed, cross browser compatible, efficient)
Visitor behavior (relatively new to SEO)
And don't panic when you see medium-term flux- that's the expected interim resultand tedster did, too: