Hong Kong Station, think Union Station in Toronto or Penn Station in New York, is a major hub for transportation around Hong Kong and getting people out to the airport. I was there checking in a day early for my flight out to Seoul when I came across this free internet station setup in the middle of the underground. There is another 3 screens on the other side of the booth, which was being used by a number of people as I walked around to get pictures and check out the system for myself.
Hong Kong Station Has An Internet Booth
Why Does It Matters
The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from internal search analytics is essentially a resource that tells you what your visitors can not find on your site or might be too busy to hunt for on your website.
For example, if you sell clothing and you have hundreds of searches for “pink ball gowns” but you don’t sell them, it might just be worth looking into selling pink ball gowns. If you receive a lot of searches for pink ball gowns, but you have a link to your pink ball gowns category right on your navigation bar, then there’s a good chance there’s something wrong with your sites navigation and effectiveness. There are four main sources of knowledge that your internal search box can tell you:
Looking over the search terms that people are using on your website, can tell you how people view and what they call your services. Are you using the same terminology as your customers? It’s important to use the same terminology as your visitors. This leads to more people finding out about your services and driving more traffic to your website.
Slide deck from Andreesen Horowitz analyst Benedict Evans; overview of how mobile technology is changing our definition of technology itself, how it’s coming to supplant the things that we previously took for granted as established elements of the technological landscape.
After spending 3 days in Kuala Lumpur and taking both their monorail and commuter rail system, it was great to see how they use DOOH screens on the latter:
- Communicate station information
- Tell you where you’re on your journey
- Show ads for local brands and events
- Tourist information: beware of pickpockets
Why Does It Matters
Understanding where there are gaps between your paid search campaigns (or any performance marketing: RTB or Display) and your website content is import for making sure you’re creating harmony between the two initiatives. Running campaigns for site content that doesn’t exist anymore or on the reverse, having site content that doesn’t have a campaign for a key service that your startup provides is a missed opportunity. A GAP analysis will also help you make sure you’re directing traffic to the appropriate page on your website and that page has the correct content.
How To Do It
Creating a basic GAP analysis is easier than it sounds. Once created, you’ll have a better understanding of where gaps between your site’s content and your PPC campaigns. You should do a GAP analysis report at least once a year, if not a couple times a year if you update your website frequently.