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MRM Seattle Digital Immersion Lab: Beyond SEO

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At the September Digital Immersion Lab event, attendees discovered how keyword analysis can inform digital marketing strategy and tactics, conversation strategy, and holistic planning. Panelists from comScore, Microsoft and TeachStreet talked about how to tap into that rich data source to inform search campaigns, marketing strategy, creative, user experience, and more.

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MRM Seattle Digital Immersion Lab: Beyond SEO

  1. 1. Beyond SEO: Leveraging Keyword Research to Inform Integrated Digital Planning<br />
  2. 2. Welcome<br />2<br />Holly Brown<br />SVP, Managing Director, MRM Seattle<br />
  3. 3. 3<br />“Keywords represent <br />the database of intentions.”<br />John Battelle, <br />Chairman and CEO,<br /> Federated Media<br />
  4. 4. Session Agenda<br />Search as Business Intelligence<br />Panel Q&A<br />Lab/Demos<br />4<br />
  5. 5. MRM Worldwide Intro —who we are and what we do!<br />5<br />Advertising & Direct, Online & Mobile Marketing<br />Web Development,<br />Emerging & Social Media<br />Strategy & Planning<br />Measurement & Analytics <br />Customer & Partner<br />Relationship Management<br />Database Management<br />Search Engine Marketing & Optimization<br />Technology Architecture <br />& Development<br />Interactive Design,<br />Motion Graphics &<br />Flash Development<br />Application & Client-side Development,<br />Content Management Solutions<br />
  6. 6. Housekeeping<br />Tweet #mrmseattle<br />Ask lots of questions<br />Give us feedback<br />6<br />
  7. 7. Beyond Search<br />Leveraging Keyword Research to Inform Integrated Digital Planning<br />7<br />Jorie Waterman<br />SVP, Director of Search, MRM New York<br />
  8. 8. ♥<br />I keywords<br />
  9. 9. When users search for information…<br />9<br /><ul><li>68% of searchers click on the 1st page
  10. 10. Source: eMarketer, 2008
  11. 11. 39% of searchers perceive those in the top ranks as top brands in their fields
  12. 12. Source: iProspect, 2008
  13. 13. 87% of commercial clicks are on organic search results
  14. 14. Source: eMarketer, 2008</li></ul>Paid Search Results*<br />Google’s “Golden Triangle” gets 100% of the views and 85% of the clicks<br />Organic Search Results<br />Paid Search Results<br />* Not guaranteed<br />
  15. 15. Language goes beyond search<br />10<br /><ul><li>It’s all about keywords
  16. 16. 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
  17. 17. Findings from search keyword data extends beyond search campaigns
  18. 18. Understanding the language consumers use can be applied to: </li></ul>Offline messaging<br />Television campaigns<br />Display advertisements<br />User experience—navigation<br />On-site search applications<br />Anywhere language is used to connect with consumers<br /><ul><li>The effort of keyword research helps us create a more intuitive, relational environment online and offline</li></li></ul><li>Where do we start?<br />11<br />
  19. 19. Selecting the right keywords<br />As evidenced with the terms “basic training” and “boot camp,” two keywords might have similar meanings, but have drastic differences in search volume<br />12<br />It is critical that site content reflect the language people use when searching for relevant information<br />Source: Google Keyword Tool<br />
  20. 20. Concentrate and ask again*<br />my keyword research mantra<br /><ul><li>Language is constantly changing
  21. 21. There is always something new at every point in the buying cycle
  22. 22. Listen carefully
  23. 23. Concentrate on what is being said, act on it, repeat that process, ask again
  24. 24. Keyword research is iterative, never ending, and fun (really)</li></ul>CONCENTRATE<br />AND ASK<br />AGAIN<br />* Credit to the Magic 8-Ball® by Mattel<br />13<br />
  25. 25. Turning consumer intentions into actionable strategyPanel Discussion<br />14<br />
  26. 26. Panel Discussion<br />15<br />Panelists:<br />Darryn Lavery, Microsoft Advertising Intelligence<br />Chris Blakely, comScore Marketer<br />Natala Menezes, TeachStreet<br />
  27. 27. Keyword data helps answer…<br />General Search and Language<br /><ul><li>How many searches (queries) occurred for a term last month, or for the past 13 months broken out by month?
  28. 28. 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?
  29. 29. What terms might mean the same thing, but have significant differences in volume/opportunity?
  30. 30. What keywords/ad groups need optimization to improve performance as compared to market?
  31. 31. What keywords are showing buzz and popularity right now?
  32. 32. How do searchers look for information in my category?
  33. 33. What keywords do advertisers bid on when they bid on my terms too? </li></ul>16<br />
  34. 34. Keyword data helps answer…<br />Audience<br /><ul><li>What percentage of my audience is male or female?
  35. 35. What is the average age range of my audience?
  36. 36. Where is my audience searching?
  37. 37. What types of visitors convert at the highest rate for me?</li></ul>Competitive Insight<br /><ul><li>What keywords are my competitors focusing on in their content? </li></ul>Keyword Lists<br /><ul><li>What keywords is my site relevant for?
  38. 38. How can I expand my keyword lists?
  39. 39. How can I make sense of all these keywords?
  40. 40. How can I group my keywords? </li></ul>17<br />
  41. 41. Website<br /><ul><li>How should I prioritize my website content build out?
  42. 42. What language should I use to describe my content?
  43. 43. What landing pages should I map to keywords to improve landing page/keyword relevancy?
  44. 44. How is my site trending against the market for a keyword or group of keywords? </li></ul>Campaigns<br /><ul><li>How should I prioritize my advertising campaigns?
  45. 45. Did my offline/online campaign have an immediate impact on the number of search queries performed?</li></ul>Keyword data helps answer…<br />18<br />
  46. 46. Keyword data helps answer…<br />Budgeting<br /><ul><li>When should I expect to budget more for specific keywords?
  47. 47. How many queries is a term expected to get in the future?
  48. 48. What is the market opportunity for a keyword or a group of keywords?</li></ul>Performance<br /><ul><li>What are the key performance indicators for keyword ads?
  49. 49. What are core KPIs by vertical?
  50. 50. What is the average CTR and average CPC for all advertisers in a specific match type/position scenario?
  51. 51. Can I bid for a lower position and still get the same, or better CTR? </li></ul>19<br />
  52. 52. Hands-on Demos<br />20<br />Microsoft Advertising Intelligence<br />comScore Marketer<br />
  53. 53. Contact Us<br />Keep the conversation going! #MRMSeattle<br />MRM Worldwide<br />Holly Brown | holly.brown@mrmworldwide.com<br />Jorie Waterman| jorie.waterman@mrmworldwide.com<br />Brian Ladyman | brian.ladyman@mrmworldwide.com<br />Panel Discussion<br />Darryn Lavery, Microsoft | darrynl@exchange.microsoft.com<br />Chris Blakely, comScore | cblakely@comscore.com<br />Natala Menezes, TeachStreet | natala007@gmail.com<br />21<br />MRMSeattle.com<br />MRM Seattle<br />MRMSeattle<br />

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