Beyond SEO: Leveraging Keyword Research to Inform Integrated Digital Planning

Welcome2Holly BrownSVP, Managing Director, MRM Seattle

3“Keywords represent the database of intentions.”John Battelle, Chairman and CEO, Federated Media

Session AgendaSearch as Business IntelligencePanel Q&ALab/Demos4

MRM Worldwide Intro —who we are and what we do!5Advertising & Direct, Online & Mobile MarketingWeb Development,Emerging & Social MediaStrategy & PlanningMeasurement & Analytics Customer & PartnerRelationship ManagementDatabase ManagementSearch Engine Marketing & OptimizationTechnology Architecture & DevelopmentInteractive Design,Motion Graphics &Flash DevelopmentApplication & Client-side Development,Content Management Solutions

HousekeepingTweet #mrmseattleAsk lots of questionsGive us feedback6

Beyond SearchLeveraging Keyword Research to Inform Integrated Digital Planning7Jorie WatermanSVP, Director of Search, MRM New York

♥I keywords

When users search for information…968% of searchers click on the 1st pageSource: eMarketer, 200839% of searchers perceive those in the top ranks as top brands in their fieldsSource: iProspect, 200887% of commercial clicks are on organic search resultsSource: eMarketer, 2008Paid Search Results*Google’s “Golden Triangle” gets 100% of the views and 85% of the clicksOrganic Search ResultsPaid Search Results* Not guaranteed

68% of searchers click on the 1st page

Source: eMarketer, 2008

39% of searchers perceive those in the top ranks as top brands in their fields

Source: iProspect, 2008

87% of commercial clicks are on organic search results

Source: eMarketer, 2008

Language goes beyond search10It’s all about keywordsKeywords are ultimately a lens into (or a connection to) our audience—people who are typing words that interest them, finding results, then taking action on those discoveriesFindings from search keyword data extends beyond search campaignsUnderstanding the language consumers use can be applied to: Offline messagingTelevision campaignsDisplay advertisementsUser experience—navigationOn-site search applicationsAnywhere language is used to connect with consumersThe effort of keyword research helps us create a more intuitive, relational environment online and offline

It’s all about keywords

Keywords are ultimately a lens into (or a connection to) our audience—people who are typing words that interest them, finding results, then taking action on those discoveries

Findings from search keyword data extends beyond search campaigns

Understanding the language consumers use can be applied to:

The effort of keyword research helps us create a more intuitive, relational environment online and offline

Where do we start?11

Selecting the right keywordsAs evidenced with the terms “basic training” and “boot camp,” two keywords might have similar meanings, but have drastic differences in search volume12It is critical that site content reflect the language people use when searching for relevant informationSource: Google Keyword Tool

Concentrate and ask again*my keyword research mantraLanguage is constantly changingThere is always something new at every point in the buying cycleListen carefullyConcentrate on what is being said, act on it, repeat that process, ask again Keyword research is iterative, never ending, and fun (really)CONCENTRATEAND ASKAGAIN* Credit to the Magic 8-Ball® by Mattel13

Language is constantly changing

There is always something new at every point in the buying cycle

Listen carefully

Concentrate on what is being said, act on it, repeat that process, ask again

Keyword research is iterative, never ending, and fun (really)

Turning consumer intentions into actionable strategyPanel Discussion14

Panel Discussion15Panelists:Darryn Lavery, Microsoft Advertising IntelligenceChris Blakely, comScore MarketerNatala Menezes, TeachStreet

Keyword data helps answer…General Search and LanguageHow many searches (queries) occurred for a term last month, or for the past 13 months broken out by month?How can I tell if interest in a term has grown over time based on comparing month-over-month traffic? How does interest in a term change with the seasons?What terms might mean the same thing, but have significant differences in volume/opportunity?What keywords/ad groups need optimization to improve performance as compared to market?What keywords are showing buzz and popularity right now? How do searchers look for information in my category?What keywords do advertisers bid on when they bid on my terms too? 16

How many searches (queries) occurred for a term last month, or for the past 13 months broken out by month?

How can I tell if interest in a term has grown over time based on comparing month-over-month traffic? How does interest in a term change with the seasons?

What terms might mean the same thing, but have significant differences in volume/opportunity?

What keywords/ad groups need optimization to improve performance as compared to market?

What keywords are showing buzz and popularity right now?

How do searchers look for information in my category?

What keywords do advertisers bid on when they bid on my terms too?

Keyword data helps answer…AudienceWhat percentage of my audience is male or female? What is the average age range of my audience? Where is my audience searching? What types of visitors convert at the highest rate for me?Competitive InsightWhat keywords are my competitors focusing on in their content? Keyword ListsWhat keywords is my site relevant for? How can I expand my keyword lists? How can I make sense of all these keywords? How can I group my keywords? 17

What percentage of my audience is male or female?

What is the average age range of my audience?

Where is my audience searching?

What types of visitors convert at the highest rate for me?

What keywords are my competitors focusing on in their content?

What keywords is my site relevant for?

How can I expand my keyword lists?

How can I make sense of all these keywords?

How can I group my keywords?

WebsiteHow should I prioritize my website content build out? What language should I use to describe my content? What landing pages should I map to keywords to improve landing page/keyword relevancy? How is my site trending against the market for a keyword or group of keywords? CampaignsHow should I prioritize my advertising campaigns? Did my offline/online campaign have an immediate impact on the number of search queries performed?Keyword data helps answer…18

How should I prioritize my website content build out?

What language should I use to describe my content?

What landing pages should I map to keywords to improve landing page/keyword relevancy?

How is my site trending against the market for a keyword or group of keywords?

How should I prioritize my advertising campaigns?

Did my offline/online campaign have an immediate impact on the number of search queries performed?

Keyword data helps answer…BudgetingWhen should I expect to budget more for specific keywords?How many queries is a term expected to get in the future? What is the market opportunity for a keyword or a group of keywords?PerformanceWhat are the key performance indicators for keyword ads?What are core KPIs by vertical? What is the average CTR and average CPC for all advertisers in a specific match type/position scenario? Can I bid for a lower position and still get the same, or better CTR? 19

When should I expect to budget more for specific keywords?

How many queries is a term expected to get in the future?

What is the market opportunity for a keyword or a group of keywords?

What are the key performance indicators for keyword ads?

What are core KPIs by vertical?

What is the average CTR and average CPC for all advertisers in a specific match type/position scenario?

Can I bid for a lower position and still get the same, or better CTR?

Hands-on Demos20Microsoft Advertising IntelligencecomScore Marketer

Contact UsKeep the conversation going! #MRMSeattleMRM WorldwideHolly Brown | holly.brown@mrmworldwide.comJorie Waterman| jorie.waterman@mrmworldwide.comBrian Ladyman | brian.ladyman@mrmworldwide.comPanel DiscussionDarryn Lavery, Microsoft | darrynl@exchange.microsoft.comChris Blakely, comScore | cblakely@comscore.comNatala Menezes, TeachStreet | natala007@gmail.com21MRMSeattle.comMRM SeattleMRMSeattle