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The art of keyword categorization for ecommerce by Colleen Clark, Razorfish

The art of keyword categorization for ecommerce by Colleen Clark, Razorfish






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  • Special thanks to Adam Whippy because the ecommerce categorization program at Razorfish wouldn’t be nearly as in-depth and strategic without his push to categorize every keyword under the sun.
  •     Now, I’m not sure if you have ever seen an episode of Storage Wars, but there’s this culture that goes around to different places buying storage units at auctions.  They then sort through the Junk to find the real winners.  Keywords for ecommerce sites tend to be the same.  Lots of junk…including that horrific “keyword unavailable” (thank you Google!) but there are also some winners that can sell for big bucks once you sort through the junk.    That’s why I’m here today.  To advocate that it’s worth it to sort through the junk.  It will help you hone your keyword strategy and go after the keywords that count.
  • Pronounced Tony Shay. The original idea ofZapposwas to create a web site that offered the absolute best selection in shoes in terms of brands, styles, colors, sizes, and widths. How would their team go about categorizing all of these variations?
  • There are three main categories that can always be applied to all ecommerce categorization: Brand, Unbranded and Unidentified (or as I like to call it, Junk).
  • Whether you’re a major retail brand or a retailer, you’re most likely going to rank for your general “brand” keywords. However, have you ever gone into a casino and played a few hands thinking you don’t need a card, but by the end of the night you regret you didn’t get those free points after spending money? Well, the same happens when you don’t differentiate your general brand keywords and product + keywords. Prove to your client that you’re helping the brand rank for brand + product. There are so many affiliates and 3rd party retailers vying for your brand keyword and in some cases, winning. Don’t let that happen to you.
  • Ok, brand was easy to breakdown, but now we’re left with all of these keywords including “Keyword Unavailable”, how to we categorize them!?
  • Quick. Think fast. Make a decision!For example, we know Men’s and Shoes on Zappos.com are huge categories, but how do we decide which one is more important!?
  • 1) Connect with Paid Search. These are the guys who have most likely gone through the keyword research already. This can also help your team build a closer bond and synergize together by sharing insights.2) Navigation and Sub-Navigation Structure3)When all else fails, determine major categories by analyzing search volume and revenue.
  • Upon analyzing the navigation on Zappos.com, the determined Product Category is Shoes and the segments are broken down by age/gender. You will notice “brand secondary” is also included at the top of this chart. In my opinion, it’s worth it to break down “Brand Secondary” similar to Unbranded for additional analysis.
  • (This slide needs some work or snapshots of the KW Junk) Brand names can sometimes mistakenly thrown into unbranded categories)
  • Brand names can sometimes mistakenly thrown into unbranded categories)
  • First, evaluate categories for Average Order Value then drill down to keywords to inform landing page strategy. Some keywords and categories may not have nearly as many orders so it’s important to also factor in Revenue per Visit and Conversion Rate for each category.