Advanced Keyword Modeling

Advanced Keyword Modeling Bill Hunt Back Azimuth Consulting @billhunt

Realized Benefits • Large electronics retailer found significant traffic for “End of Life” products that they had no representation for. • Created Pages & PPC ads for each model • $400k incremental revenue in 90 days!2

Realized Benefits • UK travel site matched keywords to top ranking pages swapped less than optimal current ranking pages. • $120k incremental revenue in 25 days.3

Realized Benefits • National Instruments uses keyword query volume to identify new product opportunities. • IBM & Siemens use it to name products • Multiple existing and new products have been released as a result of identifying need/opportunity via keyword research.4

Realized Benefits • Ecommerce site mapped paid and organic “Co- Optimization” and found missed opportunities and cannibalization. • $300k in PPC savings in 40 days • $250k in SEO revenue in 60 days5

Advanced Keyword Modeling• By understanding the search terms and analysis you can understand the needs, wants and intent of the searcher allowing you to: 1. Understand the “voice of the consumer” 2. Effectively map your content with their query and query intent. 3. Identify new products and services 4. Create and influence PR & social media opportunities

Types of Keyword Models• Missed Opportunity Matrix• Critical Keyword Performance Monitoring• Co-Optimization Modeling• Preferred Landing Page Monitoring & Optimization• High Ranking & Underperforming• Searcher Intent Modeling• EOL Product Opportunity• Rank Performance Modeling7

Understanding Searchers @billhunt

Understand Query Types• Informational – Search Marketing Conferences• Navigational – SES San Francisco Agenda• Transactional – Register for SES San Francisco

Mindset > Goal > Keyword > Projection• Searchers Mindset: – Brand Enthusiast – Functionality Adaptor All searchers either… • Own a compatible phone • Own a non-compatible Phone – Brand Aware • Own a competitors phone • Do not own a phone – Brand Agnostic Global Mindset Goal Query Demand Brand Enthusiast Download Conversions nokia 6630 software 2,255 Functionality Adopter Thought Leadership cell phone search 15,120 Brand Aware Handset Switch nokia cell phone 49,701 Brand Agnostic Brand Switch/Start cell phone 2,906,351

Purchase Cycle & Intent• Researching product use and information?• Looking for features and functions?• Comparing brands?• Looking for discounts?• Have they already purchased?

Understanding Keyword QualifiersWords that help us isolate a specificopportunity, interest, audience or need• Upper arm shaper• Cloud computing deployment strategy• Underwater photography mask

Influence Design & Content• Sites need to use consumer’s words• Create a taxonomy that can be translated into a content & search strategy Taxonomy Category Garment Body Feature Function Feature Brand Shapewear Tank Top Body Shaping Strapless Yummie Denim Slip Whole Body Shaper Cotton Maindenform Clothing Girdle Tummy Slimming Rayon Spanx Apparel Legging Toushy Slimmer Best Spanxs Bottoms Butt Control Quality Panties Legs Wrap Premium Bras Bust Smoothing Dress Thighs 1 3

Keyword Segmentation • 75% of the queries were “clothing type + shapewear” • Focus PPC messages, social media and content prioritizationSegmentation of the Top 100 keywords related to Shapewear

Rethinking the experience • By looking at search query volume & social media we saw that women talk about shapewear in the following buckets of thought: By Type of Garment By Occasion By Body Type Tanks Bridal Curvy Bottoms Maternity Top Heavy Slips Post-surgery Bottom Heavy Clothing Business Square/Flat Night Out/Date Casual15

Rethinking the experience • This translates into an experience that provides the user with progressive levels of information about shapewear: User Categories Garment Type Category Event/Occasion Tanks Briefs Tank Features Body Shape Slips Compression Clothing Fit Bridal Fabrication Maternity Collections Post-surgery Business Night Out/Date Curvy Casual Top Heavy Bottom Heavy16 Square/Flat

Integrating Mapping into Keyword Research & Mapping @billhunt

Brainstorming Keywords Brainstorming words are our starting point. We take these top- level, general keyword phrases and use them as the basis of the next set of actions. Start the process by answering the following questions: 1. Make a list of your products, services and categories of each 2. What do your potential visitors search for when trying to find your product/services/information? 3. When you search for your own site, what do you search for 4. What do you want to be #1 in the search results for? 5. What terms are currently driving visits to your site (analytics) 6. What are people searching for currently on your site? (site search)

Mine your Pages for Keywords - Automated Google Keyword Suggestion tool can “review” your pages and suggest phrases based on what they detect on the page and site.

Google Webmaster Tools

Google Analytics

Step 1 – Generate Initial Keyword List Number of How is are the Research? Good word? Bad? Research givesInitial Keyword searches last words performing Purchase? Issues? Landing page URL you related words month. elsewhere Service? Recommend Rank Site Keyword Related Keyword Demand PPC Type Comments PLP Data Search diabetes 375,567 diabetes supply 58,731 Diabetes symptoms 48,148 Diabetes diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038 Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes information 17,345 Juvenile diabetes 17,125 22

Step 2Keyword Opportunity @billhunt

Research Demand & Opportunity• Leverage one of the keyword research tools to understand variations of keywords and relative search volume for each phrase.• Use “exact” or “phrase” match to get a closer representation to a actual search query• Results are “averages” and not exact numbers https://adwords.google.com/select/KeywordToolExternal 24

Google Keyword SuggestionSelect what you want and “download” to Excel or CSV 25

WordTracker Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. - www.wordtracker.com 26

WordStream Subscription-based keyword research tool that offers a wide selection of keyword variations, grouping and ad group filters. - http://www.wordstream.com 27

Keyword Discovery Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects - www.keyworddiscovery.com 28

Google Trends• Provides a graphical, relative search volume comparison.• Enter in up to 5 search terms.• Shows related news.• Free but not necessarily current www.google.com/trends

Google Insights for Search• Similar to Google Trends• Additional unique features – Compare against a category – Geographic search volume maps – Provides a relative index measure against all searches performed on Google over time. www.google.com/insights/search/

Keyword Spy• Wide selection of keywords• Additional unique features – See paid and organic data – Export master list of words – Great for competitive analysis and budget planning• Free and Subscription versions www.keywordspy.com

Spyfu Recon• Wide selection of keywords• Best performing keywords• Trending keywords• Competitive performance• Subscription versions www.spyfu.com

Keyword PrioritizationPrioritization buckets words intoHigh, Medium and Low categories Awareness •Categories used to: High Priority “Must Have” Keywords •Control SOV levels on specific segments in paid search •Identify priority words for SEO Medium Priority Keywords that are important but expensive or work not targeted enough • Advise content developers on best words to include in new content Low Priority “Nice to haves” 33

Keyword Tier Allocation• Tier 1 keywords get 60% of budget & effort• Tier 2 keywords get 30% of budget & effort• Tier 3 keywords get 10% of budget & effort• Ensures important words get most exposure• Focus efforts around Tier 1 copy & metrics with PPC and SEO• Review English and local versions of the phrases

The New Generation of Keyword Research and Modeling @billhunt

Step 3Map to Searcher Actions @billhunt

98% of budget 100% Revenue 37

Map Keywords to Predefined Actions Segments• Use a brainstorming session to discuss and segment words into appropriate purchase lifecycle segments to understand how to better align messages.• This will be very helpful later when creating ad groups and messages for PPC

Step 4 Map to Pages@billhunt

Map to Specific Relevant Pages• Preferred Landing Pages (PLP’s) are used to match keywords to the best page for that word or phrase. 40

Maximize Keyword Modeling & Searcher Intent @billhunt

Intent Modeling Overview Transform large amounts of unstructured keyword research data into semantic maps of customer interest Prioritized keywords Optimized information 1 aligned to business goals 2 Informed messaging strategies 3 architecture and website and customer interest and creative content content42

Create Searcher Intent Models• Researching potential searcher’s keyword variations and assigning them a classification based on what the searcher may be thinking when they do the search.• Why did they make that query and what do they want?• How does the searcher’s needs align to business goals? 43

Searcher Intent Uses• Leverage Searcher Intent Modeling for paid search campaign launches• Leverage data to inform keyword selection at the brand level• Leverage data when looking to identify content development opportunities• Leverage data for new product identification and changes

Keyword Segmentation 51% of all queries related to “what is cloud computing” 9/10 first page listings in Google are “What is Cloud Computing” ”Segmentation of the Top 100 keywords related to Cloud Computing

Content to Satisfy Need 80,000 monthly “How To” related searches

Brand Engagement & Consumer Need 100,0000+ monthly “Stain Removal” “Product use” related searches 100,000+ related searches

Underperforming Keywords• Monitor words that are ranking but not getting fair share of traffic.48

Bad Snippets for Top Ranked Words Phrase: Blade Servers Rank: #2 in Google Searches: 90,500 Est Visits: 1,131* vs. 11,312 potential Avg CPC: $9.08 Cost of Not Ranking ~ $92k per month Click rate is typically 1/10th of potential when snippet is not relevant • Based on Optify’s Click Rate by rank research then Back Azimuth Research of bad snippets impact. • #2 rank gets on avg 12.1% clicks – bad snipped decreases to 1/10 for 1.2%49

Create Missed Opportunity Models • 3.75% increase clicks would bring additional 111k visitors • Potential for $220k in PPC click costs reduction if ranked better50

End of Life Product Opportunity Google Search NS NS Share of Keyword Phrase Rank Volume Visits Impressions Opportunity 10% 20% Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380 Total 506,500 2459 1.63% 50,650 101,300 Currently many products that have reached EOL are removed from the site yet there is still consumer interest and many who own that product.• Fixing EOL landing pages and snippets should deliver additional 48k visitors per month

Keywords that have decreased revenue• 8% change in revenue monitoring52

Searcher InterestKeyword Modeling Global Strategies CIM™ Modeling http://www.globalstrategies.com/services/market-intelligence/consumer-intent-modeling/ @billhunt

Step 1 – Review Relevant Sites for Words

Step 2 - Collect Related Words around Topic Source: Google Keyword Suggestion Tool (Exact Match)

Segment Keywords into Topic Clusters

Use Pivots to Sort the Data• A majority (58%) of searches in the landscape are dog related, followed by 25% cat related, and 17% pet related

Identify Content Interest & Needs• 50% of searchers are looking for general info

Drill deeper into Specifics 66% of searches related to “pet food” are dog relatedSearches on dog food are nearly 2.5 times higher than searches for cat food

Understand Topic Nuance Dog Cat PetHow your brand thinks, speaks and classifies information can be vastly differentthan how your consumers will do it.

Align to Social Media Integrating Social Media Data @billhunt

Alignment to Social Media• Add Tier 1 keywords to monitoring• Understand the “sentiment” of keywords• Understand the “context” of words• Compare search volume – conversations – and conversions• Identify influential Social Media sites including blogs and forums for link building

Combine Search & Social Data • Modeled over 9 month period • Increase in “discussions” in weekend • Identified interest in “labor day deals” 45 days earlier Source: Converseon.com Conversation Miner63

Combine Search & Social Data • Identified key “interest” destinations targeting by PPC Source: Converseon.com Conversation Miner64

What are the “Authority Sites?”• Organic ranking was run against all Tier 1 & 2 + keywords looking for ranking in the first 10 pages of results• Below are the top sites that appear for the most keywords• * No site dominates! Dominating Domains Cats.about.com: 428 (information) Petco: 276 (retail site) Purina.com: 170 (pet food brand)

Authority Sites Analysis – Value• Identify potential targets for inclusion in PR distribution• Identify potential link partners• Identify influential Social Media sites including blogs and forums• Understand authority sites for our target keyword landscape (once identified)

Enabler – PR & Social Media Integration• Share Keywords and Landing Pages to ensure integration• Generates the right links to key pages

Audience Identification @billhunt

Identification of Audience• Leverage CRM and Click to Call systems to help map keywords to audience Segments• Capture keywords that drive traffic to pages with Click to Call or Lead Forms• Map “Job Function” field to “query field” and create chart of how many for each roll.

Cloud Computing Audience

Integrating Paid & Organic Search [Co-Optimization] @billhunt

Leveraging PPC and SEO Co-Optimization 70 60 60 50 40 30 20 20 10 10 0 To p Listing in P aid and Organic To p Listing in P aid To p Listing in Organic Per 1000 impressions1 Co-Optimization of PPC and SEO will lead to increased exposure, higher ROI and reduced costs while maximizing a companies overall presence in the search results.72 1. Source: Marketing Sherpa Inc., IT Marketing Metrics Guide, May/2004

89% Increase in Ad Clicks when Paid and Organic Together Google Study: Incremental Clicks Impact Of Search Advertising

The “Fine Print”A low value for IAC may occur when the paid andorganic results are both similar and in closeproximity to each other on the search results page.This increases the likelihood of a user clicking on anorganic result as opposed to a paid result.Close proximity occurs when the ranking of theorganic result is high, placing it near the paidresults. Organic results triggered by branded searchterms tend to have a higher ranking on average andthis may lead to a low IACvalue.

Paid & Organic ROI Review Negative PPC ROI Positive PPC ROI75 Source: Converseon.com Conversation Miner

What is the current state? • For the target set of keywords, understand the current state for each of the phrases by answering the following questions• Do we have paid and organic listings for the same phrases?• If listed, which sections of the site are represented?• Does the PPC listing represent the intent of the searcher?• Does the Organic listing represent the intent of the searcher?• Does the Organic listing represent our best offer?76

Monitor SEO & PPC Collaboration Fortune 100 company increased PPC efficiency 300% by monitoring SEO & PPC PerformanceFixing snippet in #2 resulted in $24k PPC savings

Collaboration or Cannibalization? • What is the collaborative impact of having the #1 PPC listing, and the #1 and #2 organic listing for this phrase?

Collaboration or Cannibalization?12/10/10 79

Collaboration or Cannibalization?12/10/10 80

Highest CPC Collaboration• 0 Top 20 CPC keywords have top 5 ranking and generate 0 visits to the site81

Highest Media Cost• Only 6 Top 20 highest Media cost keywords have top 5 ranking

Key steps to Successful Modeling• Understand the “intent” of the user queries• Understand the “real” performance of keywords• Understand the context of keywords• Classify keywords in logical segments to enable classification and modeling• Do anything other than just collecting in Excel

Thank You! eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.comSite: www.back-azimuth.com @billhunt

Advanced Keyword Modeling

by Bill Hunt on Nov 22, 2011

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