Search Term Research
David Hughes
Head of Analytics
Email: david.hughes@icrossing.co.uk
Blog: http://connect.icrossing.co.uk

0 Who am I?
David Hughes, Head of Analytics
Lead a team responsible for measuring user behaviour on
the web. Work across the whole portfolio of iCrossing
clients including Coca Cola, Toyota, HBOS and Orange
UK UK
A digital marketing agency with search and social at its core
120 12
We blend SEO, paid search, social media, content, display Staff FTSE 100 clients
advertising, user experience, web development, and
analytics & insight to build connected online marketing
Global
strategies Global
580 13
We create connected brands
Staff Offices

0 I will be mostly talking about…
Selecting Search Terms
based on value
Search Term research =
Customer Research

Search Term Selection

1 When we choose Terms on volume only…
We’re acting like there is no competition!

1 What’s usually the desired outcome?
Or maybe:
Unique visitors
Time on Site
Pages viewed
Monetised clicks
Quotes
Engagement
Etc etc

1 We need to build Models

1 For this model we need…
…Search volumes

1 For this model we need…
Heat Map showing click through rates
An understanding of where users click
(And not just using 2006 AOL data)

1 For this model we need…
Natural Search Ranking Report
Where we are now
(In natural search = rankings)

1 For this model we need…
Competition
1 Technical
2 Restrictions
3
Available
optimisation tactics
4
5
Timeframes
6
7
A realistic forecast of where we can get to…

1 For this model we need…
Conversion Basket Value
Rate by by Product
keyword
Costs

1 Finally…
Profit Margins (by product)
• Often difficult to get
• But half blind without

1 Can put a £value onto each keyword
Search Volume
Forecast Rank
Click Thru Rate
Expected Clicks
=
Conversion Rate
Basket Value
Profit Margin

1 What does this mean for…Natural Search?
New Profit =
Canxoptimise the c – cp)
(@fR)
∑ (sV * CTR cR * pR * pM) –
keywords that
Where:
sV = search volume
will deliver the
CTR = click though rate
fR = forecast rank
cR = conversion rate
most additional
pR = product revenue
pM = profit margin
C = cost
profit
Cp = current profit

1 Case studies
4 clients - change in incremental profit vs. picking KWs on search volume
312%
97%
57% 54%

1 What does this mean for…Paid Search?
Improves Profits
• Much of paid search management is
achieving the right balance between cost
and benefit; i.e. how can I make the most
profit?
• At any one time there will be optimum
bids on individual keywords and
Benefit
Optimal Spend
therefore an optimum spend
• This kind of analysis helps you find that
sweet spot
Cost

Customer ReSEARCH

“Link by link, click by click, search is building possibly the most
lasting, ponderous, and significant cultural artifact in the history of
humankind: the Database of Intentions.”
John Battelle
Author of “The Search: How Google And Its
Rivals Rewrote The Rules Of Business And
Transformed Our Culture”
“If you're trying to persuade people to do something, or buy
something, it seems to me you should use their language..”
David Ogilvy
Founder of Ogilvy and Mather

2 how people search is how they think

2 shoes sizes search reflects life
Actual
Search Volume
a Women’s b Men’s

2 Revealing customers wants and needs
Discovering pinch points on the customer journey for BAA

2 Judging demand
Finding out what music people like…in Brazil
For a Global
Fortune 500
company

2 Understanding the cultural landscape
Demand from within Germany for non-German media (e.g. Turkish Ringtones)

2 Discovering Regional differences
Variations in how different nationalities describe bathroom items

Thank you.
Contact:
David Hughes
ICrossing UK– Brighton
+44 1273 828 151 work
David.Hughes@icrossing.co.uk