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#SMX #23C1 @TonyVerre
Using Search Science for Keyword Research
Understanding
Your Consumer’s
Journey
#SMX #23C1 @TonyVerre
Conversation Starters & Ice-Breakers
•  Founder	
  DreamFire	
  Digital	
  
•  Blissfully	
  Obsesse...
#SMX #23C1 @TonyVerre
Consumer Marketing Surveys Don’t Always Tell the Truth
You Can Only Believe Half
of What You Hear & ...
#SMX #23C1 @TonyVerre
Consumer Marketing Research
Lost	
  1.85	
  Billion	
  Dollars	
  when	
  consumers	
  indicated	
  ...
#SMX #23C1 @TonyVerre
The Consumer Pinocchio Syndrome
50%	
  -­‐	
  84%*	
  of	
  consumers	
  don’t	
  
provide	
  honest...
#SMX #23C1 @TonyVerre
No One Lies To Search Engines
•  3	
  Billion	
  Searches/Day	
  
	
  
•  1.1	
  Trillion	
  Searche...
#SMX #23C1 @TonyVerre
Awaken Your Inner Search Scientist
Get	
  inside	
  consumers’	
  heads	
  using	
  
observable	
  a...
#SMX #23C1 @TonyVerre
Using Search Science To Discover
The Consumers’ Journey
#SMX #23C1 @TonyVerre
Tools of the Search Scientist Trade
#SMX #23C1 @TonyVerre
Phases of the Consumer Search Journey
Consumer	
  
Need	
  State	
  
Research	
  &	
  
Discovery	
  ...
#SMX #23C1 @TonyVerre
Using	
  Google	
  Trends	
  
#SMX #23C1 @TonyVerre
Where It’s Been & Where It’s Going
Use	
  3	
  –	
  5	
  Year	
  Business	
  
Cycle	
  to	
  examine...
#SMX #23C1 @TonyVerre
Getting To Know the Category
Catalog	
  topics,	
  queries,	
  and	
  the	
  geographical	
  centers...
#SMX #23C1 @TonyVerre
Using	
  Google	
  
Predictive	
  Search	
  
#SMX #23C1 @TonyVerre
Using Google’s Crystal Ball
Use	
  Google	
  Predictive	
  Search	
  and	
  Related	
  
Searches	
  ...
#SMX #23C1 @TonyVerre
Using	
  Google	
  
Keyword	
  Planner	
  
#SMX #23C1 @TonyVerre
Boiling The Ocean of Keywords
1	
  
Enter	
  head	
  terms,	
  top	
  phrases,	
  
and	
  predictive...
#SMX #23C1 @TonyVerre
Sifting and Refining the Salt
#SMX #23C1 @TonyVerre
Using	
  Amazon	
  
Predictive	
  Search	
  
#SMX #23C1 @TonyVerre
When They’re Ready to Buy
As	
  eCommerce	
  and	
  the	
  Digital	
  Shelf	
  continue	
  
to	
  ex...
#SMX #23C1 @TonyVerre
Synthesizing	
  Consumer	
  
Needs	
  &	
  Behaviors	
  
#SMX #23C1 @TonyVerre
Synthesizing Your Search Need States
Taking	
  All	
  This:	
  
	
  529,570	
  	
   	
  301,660	
  	...
#SMX #23C1 @TonyVerre
#SMX #23C1 @TonyVerre
Building	
  Long-­‐Term	
  
Digital	
  Strategy	
  
#SMX #23C1 @TonyVerre
It’s More Than On-Page; It’s Digital Marketing Strategy
Semantic	
  Targeting	
  
Site	
  Architectu...
#SMX #23C1 @TonyVerre
SEE YOU AT THE NEXT #SMX!
THANK YOU!
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Using Search Science For Keyword Research By Tony Verre

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Understanding Your Consumer's Journey - Using Search Science For Keyword Research. PRESENTATION: Using Search Science For Keyword Research - Given by Tony Verre, @TonyVerre - DreamFire Digital Marketing, Founder. #SMX #23C1

Published in: Marketing

Using Search Science For Keyword Research By Tony Verre

  1. 1. #SMX #23C1 @TonyVerre Using Search Science for Keyword Research Understanding Your Consumer’s Journey
  2. 2. #SMX #23C1 @TonyVerre Conversation Starters & Ice-Breakers •  Founder  DreamFire  Digital   •  Blissfully  Obsessed  with  Digital  Marketing   •  Literary  Teacher-­‐Turned-­‐SEO   •  Comic  Nerd   •  Fledgling  Improviser   •  Full-­‐time  Weekend  Soccer  Dad  
  3. 3. #SMX #23C1 @TonyVerre Consumer Marketing Surveys Don’t Always Tell the Truth You Can Only Believe Half of What You Hear & Read
  4. 4. #SMX #23C1 @TonyVerre Consumer Marketing Research Lost  1.85  Billion  Dollars  when  consumers  indicated  in  a   survey  they  wanted  to  see  “less  cluttered  shelves”   In  response  to  the  “Pepsi  Challenge”,  spent  4  Million   dollars  in  nation-­‐wide  taste  tests  and  a  lot  of  pride   Consumers  said  they  wanted  an  “adult  burger”,  spent  $300   million  on  the  research,  production,  and  marketing  for  the   Arch  Deluxe  
  5. 5. #SMX #23C1 @TonyVerre The Consumer Pinocchio Syndrome 50%  -­‐  84%*  of  consumers  don’t   provide  honest  responses   about  their  behaviors  in   marketing  surveys   Sources:  mTAB,  “Why  People  Lie  on  Customer  Surveys;  LightspeedGMI  “Honesty  Detector”    
  6. 6. #SMX #23C1 @TonyVerre No One Lies To Search Engines •  3  Billion  Searches/Day     •  1.1  Trillion  Searches/Year     •  12  Years  of  Search  Trends   •  15  Years  of  Consumer  Search   Behavior   •  #1  Online  Retailer  in  the  World     •  44%  Start  Product  Searches  on   Amazon     •  2.25  Billion  Unique  Visitors/Year     •  12  Years  of  Consumer  Search  Behavior  
  7. 7. #SMX #23C1 @TonyVerre Awaken Your Inner Search Scientist Get  inside  consumers’  heads  using   observable  and  quantifiable  search   data  to  discover  consumer  needs,   intents,  and  search  behaviors  
  8. 8. #SMX #23C1 @TonyVerre Using Search Science To Discover The Consumers’ Journey
  9. 9. #SMX #23C1 @TonyVerre Tools of the Search Scientist Trade
  10. 10. #SMX #23C1 @TonyVerre Phases of the Consumer Search Journey Consumer   Need  State   Research  &   Discovery   Purchase   Consideration   Purchase   Reviews  &   Evaluation   What need(s) is the consumer trying to solve with the product or service? The primary search terms and phrases consumers start their research and discovery of products with: -  HEAD TERMS -  Main Research Segments Consumers use terms like, “Where can I buy,” and also with product-specific criteria 88% of consumers trust online reviews as much as a personal recommendation; 70% use reviews before purchasing Consumers  use  more  long-­‐tail   terms,  start  narrowing  brands   like,  “[BRAND]  review”  or   “[BRAND]  +  Product,”  more   review-­‐centric  
  11. 11. #SMX #23C1 @TonyVerre Using  Google  Trends  
  12. 12. #SMX #23C1 @TonyVerre Where It’s Been & Where It’s Going Use  3  –  5  Year  Business   Cycle  to  examine   consumer  search  trends   Top-­‐Level  trends  can  be   misleading;  compare  terms  to   the  category  for  a  true  sense   of  what  search  terms  are   driving  the  category  
  13. 13. #SMX #23C1 @TonyVerre Getting To Know the Category Catalog  topics,  queries,  and  the  geographical  centers  that  are  driving   the  product  category   Popular  Topics   Top  Queries   Geographic  Hubs  
  14. 14. #SMX #23C1 @TonyVerre Using  Google   Predictive  Search  
  15. 15. #SMX #23C1 @TonyVerre Using Google’s Crystal Ball Use  Google  Predictive  Search  and  Related   Searches  on  head  terms.  Screen  shoot,   catalog,  rinse  and  repeat  
  16. 16. #SMX #23C1 @TonyVerre Using  Google   Keyword  Planner  
  17. 17. #SMX #23C1 @TonyVerre Boiling The Ocean of Keywords 1   Enter  head  terms,  top  phrases,   and  predictive  terms  using  the   closest  category  possible   Review,  examine,  and  add  as   many  Keyword  Planner  groups   to  your  plan   2   Download  to  XLS  and  prepare   to  start  boiling  the  ocean   Tip: Concentrate on 1 product/service at a time 3  
  18. 18. #SMX #23C1 @TonyVerre Sifting and Refining the Salt
  19. 19. #SMX #23C1 @TonyVerre Using  Amazon   Predictive  Search  
  20. 20. #SMX #23C1 @TonyVerre When They’re Ready to Buy As  eCommerce  and  the  Digital  Shelf  continue   to  expand  reach,  Research  and  Discovery  &   Purchase  Consideration  Terms  are  now  the   Purchase  Terms.     Amazon  Predictive  Search  is  the  doorway   to  understanding  what  unbranded  terms   trigger  purchase  
  21. 21. #SMX #23C1 @TonyVerre Synthesizing  Consumer   Needs  &  Behaviors  
  22. 22. #SMX #23C1 @TonyVerre Synthesizing Your Search Need States Taking  All  This:    529,570      301,660      111,620      105,880     Largest  Need  States  by  Volume   Hair  Types  &  Types  of   Shampoo/Conditioner   Brands  of  Shampoo/ Conditioner   Head  Terms  &  Best   Shampoo/Conditioner   Shampoo/Conditioner   Ingredients   Shampoo/Conditioner  for   Gender   Into  This:  
  23. 23. #SMX #23C1 @TonyVerre
  24. 24. #SMX #23C1 @TonyVerre Building  Long-­‐Term   Digital  Strategy  
  25. 25. #SMX #23C1 @TonyVerre It’s More Than On-Page; It’s Digital Marketing Strategy Semantic  Targeting   Site  Architecture   Content  Creation   Paid  Search  
  26. 26. #SMX #23C1 @TonyVerre SEE YOU AT THE NEXT #SMX! THANK YOU!

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