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.
S...
We	
  believe	
  that	
  markets	
  reveal
themselves	
  through	
  words.
“Markets are places
where people trade, and
goo...
The	
  words	
  people	
  use	
  online	
  indicate	
  
their	
  thoughts/needs/wants.
collapsible
shot
glasses

Wednesday...
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...
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
...
Seller	
  chooses	
  words	
  to	
  a:ract	
  buyers.	
  
Pia n

P

o
ia n

L

sso
e

o Le

ns

sson

s

Piano Lessons
Pia...
If	
  you	
  use	
  the	
  wrong	
  words	
  for	
  your	
  
market,	
  the	
  customers	
  won't	
  find	
  you!

Wednesda...
If	
  you	
  use	
  the	
  language	
  that	
  people	
  
actually	
  use	
  in	
  the	
  market	
  in	
  your	
  
website...
Words	
  are	
  the	
  bridge	
  between
buyer	
  and	
  seller,	
  between	
  the	
  customer	
  
and	
  your	
  business...
The	
  3	
  big	
  quesEons	
  for	
  the	
  seller.
1. How	
  do	
  I	
  find	
  a	
  big	
  and	
  profitable	
  enough	
 ...
What	
  are	
  the	
  s1cky	
  words	
  I	
  can	
  create	
  my	
  
site	
  with?	
  This	
  sEckiness	
  is	
  key!	
  K...
Coffee	
  machines

Wednesday, 27 November 13
What	
  are	
  the	
  s4cky	
  keywords	
  from	
  the	
  
seller	
  perspecEve?
They	
  are	
  a	
  specific	
  type	
  of...
4	
  criteria	
  for	
  selecEng	
  high-­‐performing	
  
sEcky	
  keywords?
1.
2.
3.
4.

Traffic	
  -­‐	
  more	
  people	
...
The	
  buying	
  cycle
Awareness

Review

Buy

Wednesday, 27 November 13

Interest

Research

The	
  thought	
  process	
 ...
The	
  keyword	
  buying	
  cycle
Awareness

Review

Buy

Wednesday, 27 November 13

City	
  breaks

Interest

Research

C...
You	
  use	
  these	
  keywords	
  to	
  focus	
  your	
  
content	
  &	
  make	
  it	
  visible	
  &	
  sPcky.

Wednesday...
A	
  high	
  score	
  in	
  each	
  of	
  the	
  four	
  criteria	
  
means	
  a	
  keyword	
  is	
  a	
  high-­‐performin...
A	
  high	
  score	
  in	
  each	
  of	
  the	
  four	
  criteria	
  
means	
  a	
  keyword	
  is	
  a	
  high-­‐performin...
Without	
  strength	
  in	
  these	
  four	
  
criteria,	
  you	
  just	
  have	
  a	
  word,	
  not	
  
even	
  a	
  keyw...
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	...
You	
  need	
  a	
  lot	
  of	
  search	
  data...
•
•
•
•

Over	
  15	
  years	
  worth	
  of	
  keyword	
  data.
We	
  n...
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	
 ...
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...
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, 2...
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	
  key...
Takeaway

Think	
  outside	
  the	
  search	
  box	
  to	
  find	
  
more	
  high-­‐performing	
  keywords	
  than	
  
just...
Takeaway

Use	
  Scout	
  to	
  mine	
  the	
  web	
  and	
  uncover	
  
the	
  true	
  language	
  of	
  your	
  market.
...
Free	
  Chrome	
  plugin

www.wordtracker.com/scout
@mikemindel
facebook.com/mikemindel
mikemindel@wordtracker.com

Wednes...
Wednesday, 27 November 13
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Think Outside The Search Box by Mike Mindel

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Transcript of "Think Outside The Search Box by Mike Mindel"

  1. 1. Wednesday, 27 November 13
  2. 2. THINK  OUTSIDE  THE   SEARCH  BOX Wednesday, 27 November 13
  3. 3. 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
  4. 4. We  believe  that  markets  reveal themselves  through  words. “Markets are places where people trade, and goods and services are exchanged.” Wednesday, 27 November 13
  5. 5. The  words  people  use  online  indicate   their  thoughts/needs/wants. collapsible shot glasses Wednesday, 27 November 13
  6. 6. Buyers  use  words  to  get  what  they   want. Wednesday, 27 November 13
  7. 7. Sellers  use  words  to  a:ract  buyers. Wednesday, 27 November 13
  8. 8. Words  are  the  bridge  between buyer  and  seller,  between  the  customer   and  your  business. Wednesday, 27 November 13
  9. 9. The  buyer  has  many  op4ons. Wednesday, 27 November 13
  10. 10. 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
  11. 11. 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
  12. 12. If  you  use  the  wrong  words  for  your   market,  the  customers  won't  find  you! Wednesday, 27 November 13
  13. 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
  14. 14. Words  are  the  bridge  between buyer  and  seller,  between  the  customer   and  your  business. Wednesday, 27 November 13
  15. 15. 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
  16. 16. What  are  the  s1cky  words  I  can  create  my   site  with?  This  sEckiness  is  key!  Keywords.   Wednesday, 27 November 13
  17. 17. Coffee  machines Wednesday, 27 November 13
  18. 18. 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
  19. 19. 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
  20. 20. The  buying  cycle Awareness Review Buy Wednesday, 27 November 13 Interest Research The  thought  process  we  all  go   through  when  we  buy  things   online
  21. 21. 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
  22. 22. You  use  these  keywords  to  focus  your   content  &  make  it  visible  &  sPcky. Wednesday, 27 November 13
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. No  Adwords  for  "cat" Wednesday, 27 November 13
  27. 27. Cats  are  cute.  We  like  cats. Wednesday, 27 November 13
  28. 28. TradiEonal  source  of  keywords?  Search   terms  from  keyword  tools. Wednesday, 27 November 13
  29. 29. 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
  30. 30. 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
  31. 31. Problem  with  using  just  search  data:   narrow  results. Wednesday, 27 November 13
  32. 32. Problem:  Google  turned  the   lights  out! Wednesday, 27 November 13
  33. 33. A  soluEon? THINK  OUTSIDE  THE   SEARCH  BOX Wednesday, 27 November 13
  34. 34. A  soluEon? Think  less  about  search  data  and  more   about  where  to  find  words  that   ma?er.   Wednesday, 27 November 13
  35. 35. We  believe  those  words  can   come  from  anywhere!   Wednesday, 27 November 13
  36. 36. 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
  37. 37. Get  words  from  everywhere?   Use  Wordtracker  Scout! Wednesday, 27 November 13
  38. 38. Uncover  the  true  language of  your  market Wednesday, 27 November 13
  39. 39. Keyword  tool  example:   coffee  machines useful but narrow results Wednesday, 27 November 13
  40. 40. Google  Search:  Coffee  machines Wednesday, 27 November 13
  41. 41. Scout:  Coffee  machines Wednesday, 27 November 13
  42. 42. Scout:  Coffee  machines Wednesday, 27 November 13
  43. 43. Scout:  Coffee  machines Wednesday, 27 November 13
  44. 44. Scout:  Coffee  machines Wednesday, 27 November 13
  45. 45. Scout:  Coffee  machines Wednesday, 27 November 13
  46. 46. Scout:  Coffee  machines Wednesday, 27 November 13
  47. 47. Import  into  a  project/list Wednesday, 27 November 13
  48. 48. Let  your  compe4tors  do  your   research  for  you.   Wednesday, 27 November 13
  49. 49. Google:  Coffee  machines Wednesday, 27 November 13
  50. 50. Amazon:  Coffee  machines Wednesday, 27 November 13
  51. 51. Scout:  Coffee  machines Wednesday, 27 November 13
  52. 52. Scout:  Coffee  machines Wednesday, 27 November 13
  53. 53. Scout:  Coffee  machines Wednesday, 27 November 13
  54. 54. Problem  with  using  just  search  data:   narrow  results Wednesday, 27 November 13
  55. 55. Scout:  Coffee  machines Wednesday, 27 November 13
  56. 56. WT:  Coffee  machines Wednesday, 27 November 13
  57. 57. Best  market? Coffee  maker  may  have  been  a  more   profitable  market  to  target. Wednesday, 27 November 13
  58. 58. WT:  Amazon  keyword  list Wednesday, 27 November 13
  59. 59. Scout:  Wikipedia  keywords Wednesday, 27 November 13
  60. 60. Takeaway We  believe  that  markets  reveal themselves  through  words. Wednesday, 27 November 13
  61. 61. 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
  62. 62. Takeaway Think  outside  the  search  box  to  find   more  high-­‐performing  keywords  than   just  using  a  keyword  tool  by  itself. Wednesday, 27 November 13
  63. 63. 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
  64. 64. Free  Chrome  plugin www.wordtracker.com/scout @mikemindel facebook.com/mikemindel mikemindel@wordtracker.com Wednesday, 27 November 13
  65. 65. Wednesday, 27 November 13
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