ionSearch 2012Roland DunnRefined Practice
Killer Keyword Research          © 2007-2012 Roland Dunn
Keyword Research =                     © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =                             © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research                             © 2007-2012 Roland Dunn
2007: Google not seen 1 in 4 search queries                    © 2007-2012 Roland Dunn
2011 (March): Google not seen 1 in 5 search queries                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                     (yes, really)                           © 2007...
© 2007-2012 Roland Dunn
It’s very long© 2007-2012 Roland Dunn
pearl wedding jewellery                              cheap laptopswedding jewellery pearls      cheap laptops ukwedding pe...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?                      ...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
© 2007-2012 Roland Dunn
Eight different search queries                                 © 2007-2012 Roland Dunn
Eight different search queriesAll for the same thing: “outdoor clothing”                                © 2007-2012 Roland...
ski jackets                                                           41,195ski jacket                                    ...
Outdoor Clothing                          Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and...
Demand-Driven Structure (IA)                   Home PageOutdoor Clothing                               Ski Jackets        ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
Relevance Analysis can go to the core of your organisation                             © 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...                               © 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...And therefore need real commitment from senior management            ...
© 2007-2012 Roland Dunn
Sources of Search Data              © 2007-2012 Roland Dunn
Experian Hitwise:• More than 8 million UK internet users                              © 2007-2012 Roland Dunn
Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries...
Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries...
Google Adwords Keyword Tool:                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free• Adwords focused data                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free• Adwords focused data• Time-consuming extracting significant volumes                   ...
© 2007-2012 Roland Dunn
What’s Coming?           © 2007-2012 Roland Dunn
What’s Coming?           © 2007-2012 Roland Dunn
What’s Coming?Loss of understanding what we are relevant to?                               © 2007-2012 Roland Dunn
What’s Coming?Loss of understanding what we are relevant to?Will impact Experian Hitwise                               © 2...
What’s Coming?Loss of understanding what we are relevant to?Will impact Experian HitwiseLeave us with just Google Adwords ...
Need to develop other approaches to analyse Relevance?                            © 2007-2012 Roland Dunn
Keyword Research =                     © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =                             © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research                             © 2007-2012 Roland Dunn
Online Branding:                               Natural Search:http://www.refinedpractice.com/                http://www.cl...
Roland Dunn - Killer Keyword Research - ionSearch 2012
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Roland Dunn - Killer Keyword Research - ionSearch 2012

  1. 1. ionSearch 2012Roland DunnRefined Practice
  2. 2. Killer Keyword Research © 2007-2012 Roland Dunn
  3. 3. Keyword Research = © 2007-2012 Roland Dunn
  4. 4. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  5. 5. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  6. 6. 2007: Google not seen 1 in 4 search queries © 2007-2012 Roland Dunn
  7. 7. 2011 (March): Google not seen 1 in 5 search queries © 2007-2012 Roland Dunn
  8. 8. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  9. 9. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  10. 10. March 2011: Google has never seen 20% of queries before (yes, really) © 2007-2012 Roland Dunn
  11. 11. © 2007-2012 Roland Dunn
  12. 12. It’s very long© 2007-2012 Roland Dunn
  13. 13. pearl wedding jewellery cheap laptopswedding jewellery pearls cheap laptops ukwedding pearls cheapest laptopswedding pearl jewellery laptops cheappearl jewellery wedding cheap laptop computerswedding jewellery pearl cheap laptops onlinepearl wedding jewelry cheapest laptops ukpearl wedding jewelery cheap good laptopswedding jewelry pearlswedding pearls jewellery (and many, many more) © 2007-2012 Roland Dunn
  14. 14. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? © 2007-2012 Roland Dunn
  15. 15. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries © 2007-2012 Roland Dunn
  16. 16. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries2. Understand the relationships between these things © 2007-2012 Roland Dunn
  17. 17. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries2. Understand the relationships between these things3. Structure your digital presence around that demand © 2007-2012 Roland Dunn
  18. 18. © 2007-2012 Roland Dunn
  19. 19. Eight different search queries © 2007-2012 Roland Dunn
  20. 20. Eight different search queriesAll for the same thing: “outdoor clothing” © 2007-2012 Roland Dunn
  21. 21. ski jackets 41,195ski jacket 9,999skiing jackets Ski Jackets 2,391mens ski jackets 1,539 Mens Ski Jacketsmen ski jackets 1,012ladies ski jackets 2,840ladies ski jacket Ladies and Womens Ski Jackets 1,445womens ski jackets 1,409 © 2007-2012 Roland Dunn
  22. 22. Outdoor Clothing Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and Womens Ski Jackets © 2007-2012 Roland Dunn
  23. 23. Demand-Driven Structure (IA) Home PageOutdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  24. 24. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand” © 2007-2012 Roland Dunn
  25. 25. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand”• Each page naturally targets multiple search queries © 2007-2012 Roland Dunn
  26. 26. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand”• Each page naturally targets multiple search queries• Structure itself matches demand © 2007-2012 Roland Dunn
  27. 27. © 2007-2012 Roland Dunn
  28. 28. © 2007-2012 Roland Dunn
  29. 29. Relevance Analysis can go to the core of your organisation © 2007-2012 Roland Dunn
  30. 30. Relevance Analysis can require significant change ... © 2007-2012 Roland Dunn
  31. 31. Relevance Analysis can require significant change ...And therefore need real commitment from senior management © 2007-2012 Roland Dunn
  32. 32. © 2007-2012 Roland Dunn
  33. 33. Sources of Search Data © 2007-2012 Roland Dunn
  34. 34. Experian Hitwise:• More than 8 million UK internet users © 2007-2012 Roland Dunn
  35. 35. Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries © 2007-2012 Roland Dunn
  36. 36. Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries• Expensive, but ... © 2007-2012 Roland Dunn
  37. 37. Google Adwords Keyword Tool: © 2007-2012 Roland Dunn
  38. 38. Google Adwords Keyword Tool:• Free © 2007-2012 Roland Dunn
  39. 39. Google Adwords Keyword Tool:• Free• Adwords focused data © 2007-2012 Roland Dunn
  40. 40. Google Adwords Keyword Tool:• Free• Adwords focused data• Time-consuming extracting significant volumes © 2007-2012 Roland Dunn
  41. 41. © 2007-2012 Roland Dunn
  42. 42. What’s Coming? © 2007-2012 Roland Dunn
  43. 43. What’s Coming? © 2007-2012 Roland Dunn
  44. 44. What’s Coming?Loss of understanding what we are relevant to? © 2007-2012 Roland Dunn
  45. 45. What’s Coming?Loss of understanding what we are relevant to?Will impact Experian Hitwise © 2007-2012 Roland Dunn
  46. 46. What’s Coming?Loss of understanding what we are relevant to?Will impact Experian HitwiseLeave us with just Google Adwords Keyword Tool? © 2007-2012 Roland Dunn
  47. 47. Need to develop other approaches to analyse Relevance? © 2007-2012 Roland Dunn
  48. 48. Keyword Research = © 2007-2012 Roland Dunn
  49. 49. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  50. 50. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  51. 51. Online Branding: Natural Search:http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/T: @RefinedPractice T: @roland_dunn Slides Available At: http://www.cloudshapes.co.uk/talks/ © 2007-2012 Roland Dunn
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