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Think Outside The Search Box by Mike Mindel
 

Think Outside The Search Box by Mike Mindel

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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    Think Outside The Search Box by Mike Mindel Think Outside The Search Box by Mike Mindel Presentation Transcript

    • Wednesday, 27 November 13
    • THINK  OUTSIDE  THE   SEARCH  BOX Wednesday, 27 November 13
    • Mike  Mindel • • • • CEO,  Founder  of  Wordtracker,  the  first  industry  standard  Keyword  Tool. Started  1998,  same  year  as  Google  was  founded. 14  years  technical  and  digital  markePng  experience.   It's  simple  -­‐  we're  sPll  around! Why listen to me? Wednesday, 27 November 13
    • We  believe  that  markets  reveal themselves  through  words. “Markets are places where people trade, and goods and services are exchanged.” Wednesday, 27 November 13
    • The  words  people  use  online  indicate   their  thoughts/needs/wants. collapsible shot glasses Wednesday, 27 November 13
    • Buyers  use  words  to  get  what  they   want. Wednesday, 27 November 13
    • Sellers  use  words  to  a:ract  buyers. Wednesday, 27 November 13
    • Words  are  the  bridge  between buyer  and  seller,  between  the  customer   and  your  business. Wednesday, 27 November 13
    • The  buyer  has  many  op4ons. Wednesday, 27 November 13
    • Buyer  decides  which  words  to  use. Pia L no e n sso Piano Lessons Pi Wednesday, 27 November 13 an o Le ss on s s
    • Seller  chooses  words  to  a:ract  buyers.   Pia n P o ia n L sso e o Le ns sson s Piano Lessons Piano Lessons Pi Wednesday, 27 November 13 an o Le ss on ia n P s Le o s n so s
    • If  you  use  the  wrong  words  for  your   market,  the  customers  won't  find  you! Wednesday, 27 November 13
    • If  you  use  the  language  that  people   actually  use  in  the  market  in  your   website  then  you  become  more  visible. Yaay, I'm visible! Wednesday, 27 November 13
    • Words  are  the  bridge  between buyer  and  seller,  between  the  customer   and  your  business. Wednesday, 27 November 13
    • The  3  big  quesEons  for  the  seller. 1. How  do  I  find  a  big  and  profitable  enough  market? 2. What  content  should  I  create  for  my  website? 3. How  do  I  structure  my  website  to  get  the  most   targeted  traffic? Wednesday, 27 November 13
    • What  are  the  s1cky  words  I  can  create  my   site  with?  This  sEckiness  is  key!  Keywords.   Wednesday, 27 November 13
    • Coffee  machines Wednesday, 27 November 13
    • What  are  the  s4cky  keywords  from  the   seller  perspecEve? They  are  a  specific  type  of  words  which  deliver  higher  levels   of  targeted  traffic  to  your  website.  These  kind  of  keywords   usually  lead  to  more  conversions  and  more  profits. Wednesday, 27 November 13
    • 4  criteria  for  selecEng  high-­‐performing   sEcky  keywords? 1. 2. 3. 4. Traffic  -­‐  more  people  that  search,  the  more  popular  the  keyword.   Relevancy  -­‐  words  must  be  relevant  to  your  content.   Compe11on  -­‐  number  of  web  pages  opPmised  for  that  keyword. Commerciality  -­‐  where  is  your  visitor  in  the  buying  cycle? Wednesday, 27 November 13
    • The  buying  cycle Awareness Review Buy Wednesday, 27 November 13 Interest Research The  thought  process  we  all  go   through  when  we  buy  things   online
    • The  keyword  buying  cycle Awareness Review Buy Wednesday, 27 November 13 City  breaks Interest Research Crown  plaza  paris   review Crown  plaza  paris Paris  city  breaks Paris  hotels
    • You  use  these  keywords  to  focus  your   content  &  make  it  visible  &  sPcky. Wednesday, 27 November 13
    • A  high  score  in  each  of  the  four  criteria   means  a  keyword  is  a  high-­‐performing   keyword,  not  just  any  old  keyword.   Can you remember the 4 categories? Wednesday, 27 November 13
    • A  high  score  in  each  of  the  four  criteria   means  a  keyword  is  a  high-­‐performing   keyword,  not  just  any  old  keyword.   1. 2. 3. 4. Wednesday, 27 November 13 Traffic Relevancy   Commerciality Compe11on
    • Without  strength  in  these  four   criteria,  you  just  have  a  word,  not   even  a  keyword.   Words  by  themselves  don't  convert  and   usually  aren't  profitable. Wednesday, 27 November 13
    • No  Adwords  for  "cat" Wednesday, 27 November 13
    • Cats  are  cute.  We  like  cats. Wednesday, 27 November 13
    • TradiEonal  source  of  keywords?  Search   terms  from  keyword  tools. Wednesday, 27 November 13
    • Layer  more  data  to  find  the  high-­‐ performing  keywords  -­‐  the  ones  with   the  most  poten4al. 1. 2. 3. 4. Wednesday, 27 November 13 Traffic Relevancy   Commerciality Compe11on
    • You  need  a  lot  of  search  data... • • • • Over  15  years  worth  of  keyword  data. We  now  have  around  3.5  billion  searches  every  month. 350  million  unique  keywords  and  counPng. Segmented  down  to  the  minute  and  the  postcode. Wednesday, 27 November 13
    • Problem  with  using  just  search  data:   narrow  results. Wednesday, 27 November 13
    • Problem:  Google  turned  the   lights  out! Wednesday, 27 November 13
    • A  soluEon? THINK  OUTSIDE  THE   SEARCH  BOX Wednesday, 27 November 13
    • A  soluEon? Think  less  about  search  data  and  more   about  where  to  find  words  that   ma?er.   Wednesday, 27 November 13
    • We  believe  those  words  can   come  from  anywhere!   Wednesday, 27 November 13
    • Words  are  everywhere. • • • • • • • It's  how  we  express  our  intent  on  the  web Every  word  is  a  potenPal  keyword Anchor  text  in  links  contain  keywords Every  web  page  is  full  of  keywords Every  Google  search  is  full  of  keywords Every  Twicer  page Meta  data look see we're words and we're everywhere! Wednesday, 27 November 13
    • Get  words  from  everywhere?   Use  Wordtracker  Scout! Wednesday, 27 November 13
    • Uncover  the  true  language of  your  market Wednesday, 27 November 13
    • Keyword  tool  example:   coffee  machines useful but narrow results Wednesday, 27 November 13
    • Google  Search:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Import  into  a  project/list Wednesday, 27 November 13
    • Let  your  compe4tors  do  your   research  for  you.   Wednesday, 27 November 13
    • Google:  Coffee  machines Wednesday, 27 November 13
    • Amazon:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • Problem  with  using  just  search  data:   narrow  results Wednesday, 27 November 13
    • Scout:  Coffee  machines Wednesday, 27 November 13
    • WT:  Coffee  machines Wednesday, 27 November 13
    • Best  market? Coffee  maker  may  have  been  a  more   profitable  market  to  target. Wednesday, 27 November 13
    • WT:  Amazon  keyword  list Wednesday, 27 November 13
    • Scout:  Wikipedia  keywords Wednesday, 27 November 13
    • Takeaway We  believe  that  markets  reveal themselves  through  words. Wednesday, 27 November 13
    • Takeaway Words  with  high  traffic,  relevancy,   commerciality  and  reasonable   compe44on  are  keywords  because   they  generally  lead  to    more  traffic  and   conversions. Wednesday, 27 November 13
    • Takeaway Think  outside  the  search  box  to  find   more  high-­‐performing  keywords  than   just  using  a  keyword  tool  by  itself. Wednesday, 27 November 13
    • Takeaway Use  Scout  to  mine  the  web  and  uncover   the  true  language  of  your  market. Why wouldn't you? It's free! Wednesday, 27 November 13
    • Free  Chrome  plugin www.wordtracker.com/scout @mikemindel facebook.com/mikemindel mikemindel@wordtracker.com Wednesday, 27 November 13
    • Wednesday, 27 November 13