1. Wednesday, 27 November 13

2. THINK
OUTSIDE
THE
SEARCH
BOX
Wednesday, 27 November 13

3. Mike
Mindel
•
•
•
•
CEO,
Founder
of
Wordtracker,
the
first
industry
standard
Keyword
Tool.
Started
1998,
same
year
as
Google
was
founded.
14
years
technical
and
digital
markePng
experience.
It's
simple
-­‐
we're
sPll
around!
Why listen to me?
Wednesday, 27 November 13

4. We
believe
that
markets
reveal
themselves
through
words.
“Markets are places
where people trade, and
goods and services are
exchanged.”
Wednesday, 27 November 13

5. The
words
people
use
online
indicate
their
thoughts/needs/wants.
collapsible
shot
glasses
Wednesday, 27 November 13

6. Buyers
use
words
to
get
what
they
want.
Wednesday, 27 November 13

7. Sellers
use
words
to
a:ract
buyers.
Wednesday, 27 November 13

8. Words
are
the
bridge
between
buyer
and
seller,
between
the
customer
and
your
business.
Wednesday, 27 November 13

9. The
buyer
has
many
op4ons.
Wednesday, 27 November 13

10. Buyer
decides
which
words
to
use.
Pia
L
no
e
n
sso
Piano Lessons
Pi
Wednesday, 27 November 13
an
o
Le
ss
on
s
s

11. Seller
chooses
words
to
a:ract
buyers.
Pia n
P
o
ia n
L
sso
e
o Le
ns
sson
s
Piano Lessons
Piano Lessons
Pi
Wednesday, 27 November 13
an
o
Le
ss
on
ia n
P
s
Le
o
s
n
so
s

12. If
you
use
the
wrong
words
for
your
market,
the
customers
won't
find
you!
Wednesday, 27 November 13

13. If
you
use
the
language
that
people
actually
use
in
the
market
in
your
website
then
you
become
more
visible.
Yaay, I'm visible!
Wednesday, 27 November 13

14. Words
are
the
bridge
between
buyer
and
seller,
between
the
customer
and
your
business.
Wednesday, 27 November 13

15. The
3
big
quesEons
for
the
seller.
1. How
do
I
find
a
big
and
profitable
enough
market?
2. What
content
should
I
create
for
my
website?
3. How
do
I
structure
my
website
to
get
the
most
targeted
traffic?
Wednesday, 27 November 13

16. What
are
the
s1cky
words
I
can
create
my
site
with?
This
sEckiness
is
key!
Keywords.
Wednesday, 27 November 13

17. Coffee
machines
Wednesday, 27 November 13

18. What
are
the
s4cky
keywords
from
the
seller
perspecEve?
They
are
a
specific
type
of
words
which
deliver
higher
levels
of
targeted
traffic
to
your
website.
These
kind
of
keywords
usually
lead
to
more
conversions
and
more
profits.
Wednesday, 27 November 13

19. 4
criteria
for
selecEng
high-­‐performing
sEcky
keywords?
1.
2.
3.
4.
Traffic
-­‐
more
people
that
search,
the
more
popular
the
keyword.
Relevancy
-­‐
words
must
be
relevant
to
your
content.
Compe11on
-­‐
number
of
web
pages
opPmised
for
that
keyword.
Commerciality
-­‐
where
is
your
visitor
in
the
buying
cycle?
Wednesday, 27 November 13

20. The
buying
cycle
Awareness
Review
Buy
Wednesday, 27 November 13
Interest
Research
The
thought
process
we
all
go
through
when
we
buy
things
online

21. The
keyword
buying
cycle
Awareness
Review
Buy
Wednesday, 27 November 13
City
breaks
Interest
Research
Crown
plaza
paris
review
Crown
plaza
paris
Paris
city
breaks
Paris
hotels

22. You
use
these
keywords
to
focus
your
content
&
make
it
visible
&
sPcky.
Wednesday, 27 November 13

23. A
high
score
in
each
of
the
four
criteria
means
a
keyword
is
a
high-­‐performing
keyword,
not
just
any
old
keyword.
Can you remember
the 4 categories?
Wednesday, 27 November 13

24. A
high
score
in
each
of
the
four
criteria
means
a
keyword
is
a
high-­‐performing
keyword,
not
just
any
old
keyword.
1.
2.
3.
4.
Wednesday, 27 November 13
Traffic
Relevancy
Commerciality
Compe11on

25. Without
strength
in
these
four
criteria,
you
just
have
a
word,
not
even
a
keyword.
Words
by
themselves
don't
convert
and
usually
aren't
profitable.
Wednesday, 27 November 13

26. No
Adwords
for
"cat"
Wednesday, 27 November 13

27. Cats
are
cute.
We
like
cats.
Wednesday, 27 November 13

28. TradiEonal
source
of
keywords?
Search
terms
from
keyword
tools.
Wednesday, 27 November 13

29. Layer
more
data
to
find
the
high-­‐
performing
keywords
-­‐
the
ones
with
the
most
poten4al.
1.
2.
3.
4.
Wednesday, 27 November 13
Traffic
Relevancy
Commerciality
Compe11on

30. You
need
a
lot
of
search
data...
•
•
•
•
Over
15
years
worth
of
keyword
data.
We
now
have
around
3.5
billion
searches
every
month.
350
million
unique
keywords
and
counPng.
Segmented
down
to
the
minute
and
the
postcode.
Wednesday, 27 November 13

31. Problem
with
using
just
search
data:
narrow
results.
Wednesday, 27 November 13

32. Problem:
Google
turned
the
lights
out!
Wednesday, 27 November 13

33. A
soluEon?
THINK
OUTSIDE
THE
SEARCH
BOX
Wednesday, 27 November 13

34. A
soluEon?
Think
less
about
search
data
and
more
about
where
to
find
words
that
ma?er.
Wednesday, 27 November 13

35. We
believe
those
words
can
come
from
anywhere!
Wednesday, 27 November 13

36. Words
are
everywhere.
•
•
•
•
•
•
•
It's
how
we
express
our
intent
on
the
web
Every
word
is
a
potenPal
keyword
Anchor
text
in
links
contain
keywords
Every
web
page
is
full
of
keywords
Every
Google
search
is
full
of
keywords
Every
Twicer
page
Meta
data
look see we're words and
we're everywhere!
Wednesday, 27 November 13

37. Get
words
from
everywhere?
Use
Wordtracker
Scout!
Wednesday, 27 November 13

38. Uncover
the
true
language
of
your
market
Wednesday, 27 November 13

39. Keyword
tool
example:
coffee
machines
useful but
narrow results
Wednesday, 27 November 13

40. Google
Search:
Coffee
machines
Wednesday, 27 November 13

41. Scout:
Coffee
machines
Wednesday, 27 November 13

42. Scout:
Coffee
machines
Wednesday, 27 November 13

43. Scout:
Coffee
machines
Wednesday, 27 November 13

44. Scout:
Coffee
machines
Wednesday, 27 November 13

45. Scout:
Coffee
machines
Wednesday, 27 November 13

46. Scout:
Coffee
machines
Wednesday, 27 November 13

47. Import
into
a
project/list
Wednesday, 27 November 13

48. Let
your
compe4tors
do
your
research
for
you.
Wednesday, 27 November 13

49. Google:
Coffee
machines
Wednesday, 27 November 13

50. Amazon:
Coffee
machines
Wednesday, 27 November 13

51. Scout:
Coffee
machines
Wednesday, 27 November 13

52. Scout:
Coffee
machines
Wednesday, 27 November 13

53. Scout:
Coffee
machines
Wednesday, 27 November 13

54. Problem
with
using
just
search
data:
narrow
results
Wednesday, 27 November 13

55. Scout:
Coffee
machines
Wednesday, 27 November 13

56. WT:
Coffee
machines
Wednesday, 27 November 13

57. Best
market?
Coffee
maker
may
have
been
a
more
profitable
market
to
target.
Wednesday, 27 November 13

58. WT:
Amazon
keyword
list
Wednesday, 27 November 13

59. Scout:
Wikipedia
keywords
Wednesday, 27 November 13

60. Takeaway
We
believe
that
markets
reveal
themselves
through
words.
Wednesday, 27 November 13

61. Takeaway
Words
with
high
traffic,
relevancy,
commerciality
and
reasonable
compe44on
are
keywords
because
they
generally
lead
to
more
traffic
and
conversions.
Wednesday, 27 November 13

62. Takeaway
Think
outside
the
search
box
to
find
more
high-­‐performing
keywords
than
just
using
a
keyword
tool
by
itself.
Wednesday, 27 November 13

63. Takeaway
Use
Scout
to
mine
the
web
and
uncover
the
true
language
of
your
market.
Why wouldn't you?
It's free!
Wednesday, 27 November 13

64. Free
Chrome
plugin
www.wordtracker.com/scout
@mikemindel
facebook.com/mikemindel
mikemindel@wordtracker.com
Wednesday, 27 November 13

65. Wednesday, 27 November 13