0
Sean Malseed
Strategic Development
www.semrush.com
@seanmalseed @smx
Introduction
• Why is SEMrush qualified to talk about eliminating trial and error?
• Sim...
www.semrush.com
@seanmalseed @smx
Stop, look, listen and think
www.semrush.com
@seanmalseed @smx
Jumping in
www.semrush.com
@seanmalseed @smx
Trial
Error
www.semrush.com
@seanmalseed @smx
So, where do we start?

Start by thinking differently. We need to figure
out a real app...
www.semrush.com
@seanmalseed @smx
Confidence is the feeling you haveConfidence is the feeling you have
before you fully un...
www.semrush.com
@seanmalseed @smx
Do reconnaissance
1.Identify your real competitors
2.Check what they are doing before yo...
www.semrush.com
@seanmalseed @smx
Identify the competition
Great tools to do this:

Your brain. You or your client is in ...
www.semrush.com
@seanmalseed @smx
Identify the competition
Grouped by
similarity score
www.semrush.com
@seanmalseed @smx
Identify the competition
Ranked by number
of shared visitors
www.semrush.com
@seanmalseed @smx
Identify the REAL competition
Transactional vs. Informational Competitors

Organic is t...
www.semrush.com
@seanmalseed @smx
You don't compete with Amazon.com.
Amazon.com “competes” with everybody.
www.semrush.com
@seanmalseed @smx
Identify the landscape
Now that you know who to look at, you need to
know what to look a...
www.semrush.com
@seanmalseed @smx
Pro Tip #1
If several competitors bid on a keyword, and you don't –
you're missing somet...
www.semrush.com
@seanmalseed @smx
Building a keyword list
Start from a proven foundation
www.semrush.com
@seanmalseed @smx
Combining competitors' experience
These three sites have 520 paid
keywords in common.
www.semrush.com
@seanmalseed @smx
Scooters are lame
www.semrush.com
@seanmalseed @smx
Cut out irrelevant information
233 shared AND relevant paid
keywords.
www.semrush.com
@seanmalseed @smx
Pro Tip #2
If a competitor bids on a keyword each month, it converts.
They did the trial...
www.semrush.com
@seanmalseed @smx
Expanding the list
Take the top terms from the previous step, and toss it
into Google Tr...
www.semrush.com
@seanmalseed @smx
Expanding the list
www.semrush.com
@seanmalseed @smx
Pro Tip #3
Exact match matters! Do all of your research with
exact match keywords.
Singu...
www.semrush.com
@seanmalseed @smx
Why exact match?
In this presentation, I've focused on PPC. For
example, we find that “b...
www.semrush.com
@seanmalseed @smx
Why exact match?
Because Google Keyword Tool is a salesman.
www.semrush.com
@seanmalseed @smx
Why exact match?
Setting Google Keyword Tool for Exact match is simple.
www.semrush.com
@seanmalseed @smx
Why exact match?
You need to accurately compare keywords
against each other, without ove...
www.semrush.com
@seanmalseed @smx
Mergewords.com
www.semrush.com
@seanmalseed @smx
KeywordEye.co.uk
www.semrush.com
@seanmalseed @smx
KeywordToolDominator.com
www.semrush.com
@seanmalseed @smx
Check everything in GKT
www.semrush.com
@seanmalseed @smx
Recap – the Idea
Know your competitors
Steal your competitors' experience
Use tools t...
www.semrush.com
@seanmalseed @smx
Recap – the Idea
Always use [Exact] match.
Whatever you're planning, someone has done
...
www.semrush.com
@seanmalseed @smx
Recap – The Tools
Use your competitors' experience! Here are the tools I
covered:
Simila...
www.semrush.com
@seanmalseed @smx
Recap – The Tools
Use your competitors' experience! Here are the tools I
covered:
Keywor...
Thank you!
Sean Malseed
@semrush
@seanmalseed
pr.semrush.com/london
Free month of Agency level service:
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The Death of Trial & Error

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Presented by Sean Malseed at SMX London at Chelsea Football Club, London, UK.

Use tools and competitive analysis to eliminate trial and error from your PPC campaign strategies.

Published in: Technology, Design
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Transcript of "The Death of Trial & Error"

  1. 1. Sean Malseed Strategic Development
  2. 2. www.semrush.com @seanmalseed @smx Introduction • Why is SEMrush qualified to talk about eliminating trial and error? • Simple: it's the basis of the software we make. • We track 95 million keywords and 40+ million domains, and use mathematical models to find incredibly detailed information on domains and companies in general. • This gives us a very unique insight into exactly this topic. We know what companies spend and where, which of their products are profitable, what ads they buy on Adwords, Adsense, and much more. Introduction
  3. 3. www.semrush.com @seanmalseed @smx Stop, look, listen and think
  4. 4. www.semrush.com @seanmalseed @smx Jumping in
  5. 5. www.semrush.com @seanmalseed @smx Trial Error
  6. 6. www.semrush.com @seanmalseed @smx So, where do we start?  Start by thinking differently. We need to figure out a real approach.
  7. 7. www.semrush.com @seanmalseed @smx Confidence is the feeling you haveConfidence is the feeling you have before you fully understand the situationbefore you fully understand the situation
  8. 8. www.semrush.com @seanmalseed @smx Do reconnaissance 1.Identify your real competitors 2.Check what they are doing before you build your list 3.Avoid their mistakes, find holes in their advertising, build from their successes
  9. 9. www.semrush.com @seanmalseed @smx Identify the competition Great tools to do this:  Your brain. You or your client is in the industry you're marketing to.  SimilarSites.com – great metrics on websites that share common factors and common visitors, ranked by Similarity Score.  Competitive analysis tools – KeywordSpy, WordTracker, SEMrush, SpyFu, etc.
  10. 10. www.semrush.com @seanmalseed @smx Identify the competition Grouped by similarity score
  11. 11. www.semrush.com @seanmalseed @smx Identify the competition Ranked by number of shared visitors
  12. 12. www.semrush.com @seanmalseed @smx Identify the REAL competition Transactional vs. Informational Competitors  Organic is tough – a blog about skateboarding does not compete with a website selling skateboards.  Transactional keyword – looking to buy something. “pro skateboards”  Informational keyword – looking to learn about something. “pro skateboarders”
  13. 13. www.semrush.com @seanmalseed @smx You don't compete with Amazon.com. Amazon.com “competes” with everybody.
  14. 14. www.semrush.com @seanmalseed @smx Identify the landscape Now that you know who to look at, you need to know what to look at. We'll identify the PPC landscape, and see how we will fit in effectively. There's a few simple things you can do.
  15. 15. www.semrush.com @seanmalseed @smx Pro Tip #1 If several competitors bid on a keyword, and you don't – you're missing something. If a keyword seems really good to you, but none of your competitors bid on it... there's a reason.
  16. 16. www.semrush.com @seanmalseed @smx Building a keyword list Start from a proven foundation
  17. 17. www.semrush.com @seanmalseed @smx Combining competitors' experience These three sites have 520 paid keywords in common.
  18. 18. www.semrush.com @seanmalseed @smx Scooters are lame
  19. 19. www.semrush.com @seanmalseed @smx Cut out irrelevant information 233 shared AND relevant paid keywords.
  20. 20. www.semrush.com @seanmalseed @smx Pro Tip #2 If a competitor bids on a keyword each month, it converts. They did the trial and error. You just look for their successes.
  21. 21. www.semrush.com @seanmalseed @smx Expanding the list Take the top terms from the previous step, and toss it into Google Trends, limited to Product Search.
  22. 22. www.semrush.com @seanmalseed @smx Expanding the list
  23. 23. www.semrush.com @seanmalseed @smx Pro Tip #3 Exact match matters! Do all of your research with exact match keywords. Singular and plural keywords should be treated as separate keywords.
  24. 24. www.semrush.com @seanmalseed @smx Why exact match? In this presentation, I've focused on PPC. For example, we find that “buy pro skateboards” converts more than “buy a pro skateboard” If it looks like plural converts way more than non plural, make sure you're bidding on plural.
  25. 25. www.semrush.com @seanmalseed @smx Why exact match? Because Google Keyword Tool is a salesman.
  26. 26. www.semrush.com @seanmalseed @smx Why exact match? Setting Google Keyword Tool for Exact match is simple.
  27. 27. www.semrush.com @seanmalseed @smx Why exact match? You need to accurately compare keywords against each other, without overlapping volume. How to compare apples to oranges? Use exact match... they share broad match volume.
  28. 28. www.semrush.com @seanmalseed @smx Mergewords.com
  29. 29. www.semrush.com @seanmalseed @smx KeywordEye.co.uk
  30. 30. www.semrush.com @seanmalseed @smx KeywordToolDominator.com
  31. 31. www.semrush.com @seanmalseed @smx Check everything in GKT
  32. 32. www.semrush.com @seanmalseed @smx Recap – the Idea Know your competitors Steal your competitors' experience Use tools to build smart keyword lists Transactional vs. Informational keywords
  33. 33. www.semrush.com @seanmalseed @smx Recap – the Idea Always use [Exact] match. Whatever you're planning, someone has done something comparable. Don't always trust Google. Remember, they want you to bid on as many keywords as possible.
  34. 34. www.semrush.com @seanmalseed @smx Recap – The Tools Use your competitors' experience! Here are the tools I covered: SimilarSites.com – Find out who your real transactional competitors are by shared visitors. SEMrush.com – Find out what PPC keywords are successful for your competitors, and use them. MergeWords.com – Quickly get combinations of keywords, great for localizing.
  35. 35. www.semrush.com @seanmalseed @smx Recap – The Tools Use your competitors' experience! Here are the tools I covered: KeywordToolDominator.com – Find purely transactional keyword using Amazon, eBay and Google Product Search suggestions. KeywordEye.co.uk – Find out what PPC keywords are successful for your competitors, and use them. Google Keyword Tool – Of course, check everything in GKT! Don't trust any one third-party tool 100%
  36. 36. Thank you! Sean Malseed @semrush @seanmalseed pr.semrush.com/london Free month of Agency level service:
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