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Roland Dunn - Killer Keyword Research - ionSearch 2012
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Roland Dunn - Killer Keyword Research - ionSearch 2012

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  • 1. ionSearch 2012Roland DunnRefined Practice
  • 2. Killer Keyword Research © 2007-2012 Roland Dunn
  • 3. Keyword Research = © 2007-2012 Roland Dunn
  • 4. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  • 5. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  • 6. 2007: Google not seen 1 in 4 search queries © 2007-2012 Roland Dunn
  • 7. 2011 (March): Google not seen 1 in 5 search queries © 2007-2012 Roland Dunn
  • 8. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  • 9. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  • 10. March 2011: Google has never seen 20% of queries before (yes, really) © 2007-2012 Roland Dunn
  • 11. © 2007-2012 Roland Dunn
  • 12. It’s very long© 2007-2012 Roland Dunn
  • 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. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? © 2007-2012 Roland Dunn
  • 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. 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. 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. © 2007-2012 Roland Dunn
  • 19. Eight different search queries © 2007-2012 Roland Dunn
  • 20. Eight different search queriesAll for the same thing: “outdoor clothing” © 2007-2012 Roland Dunn
  • 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. Outdoor Clothing Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and Womens Ski Jackets © 2007-2012 Roland Dunn
  • 23. Demand-Driven Structure (IA) Home PageOutdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  • 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. 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. 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. © 2007-2012 Roland Dunn
  • 28. © 2007-2012 Roland Dunn
  • 29. Relevance Analysis can go to the core of your organisation © 2007-2012 Roland Dunn
  • 30. Relevance Analysis can require significant change ... © 2007-2012 Roland Dunn
  • 31. Relevance Analysis can require significant change ...And therefore need real commitment from senior management © 2007-2012 Roland Dunn
  • 32. © 2007-2012 Roland Dunn
  • 33. Sources of Search Data © 2007-2012 Roland Dunn
  • 34. Experian Hitwise:• More than 8 million UK internet users © 2007-2012 Roland Dunn
  • 35. Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries © 2007-2012 Roland Dunn
  • 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. Google Adwords Keyword Tool: © 2007-2012 Roland Dunn
  • 38. Google Adwords Keyword Tool:• Free © 2007-2012 Roland Dunn
  • 39. Google Adwords Keyword Tool:• Free• Adwords focused data © 2007-2012 Roland Dunn
  • 40. Google Adwords Keyword Tool:• Free• Adwords focused data• Time-consuming extracting significant volumes © 2007-2012 Roland Dunn
  • 41. © 2007-2012 Roland Dunn
  • 42. What’s Coming? © 2007-2012 Roland Dunn
  • 43. What’s Coming? © 2007-2012 Roland Dunn
  • 44. What’s Coming?Loss of understanding what we are relevant to? © 2007-2012 Roland Dunn
  • 45. What’s Coming?Loss of understanding what we are relevant to?Will impact Experian Hitwise © 2007-2012 Roland Dunn
  • 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. Need to develop other approaches to analyse Relevance? © 2007-2012 Roland Dunn
  • 48. Keyword Research = © 2007-2012 Roland Dunn
  • 49. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  • 50. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  • 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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