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Hunt keyword modeling-pubcon


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Pubcon Vegas 2012 presentation on advanced keyword modeling and getting more from your keywords.

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Hunt keyword modeling-pubcon

  1. Mine your Keyword Portfolio for Missed Opportunities Presented by: Bill Hunt @billhunt
  2. How to use keywords to…Get a raise, bonus, promotion or better job!
  3. Bill Hunt & Back Azimuth• 17 years experience in Enterprise Search• Developed Advanced Keyword Management Suite
  4. Keyword Experience Fail
  5. The “New Data” says…• 66% of commercial searchers click on paid listings• 53% click the 1st organic listing• 81% of paid listings don’t have organic from same brand
  6. Why do we suck?• Overreliance on tools• It has worked so far so why change• Don’t have time or budget• It seems too complicated• Can’t make changes (company or agency)• Keep hidden to keep my job
  7. SERPS Have Changed
  8. SERPS Have Changed
  9. Advanced Keyword Modeling• By understanding the search terms and analysis you can understand the needs, wants and intent of the searcher allowing you to: 1. Understand the “voice of the consumer” 2. Effectively map your content with their query and query intent. 3. Identify new products and services 4. Create and influence PR & social media opportunities
  10. Types of Keyword Models• Missed Opportunity Matrix• Critical Keyword Performance Monitoring• Needle in the Haystack Model• Co-Optimization Modeling• Preferred Landing Page Monitoring & Optimization• High Ranking & Underperforming• Searcher Intent Modeling• EOL Product Opportunity• Rank Performance Modeling• Keyword Cluster & Authority Modeling10
  11. Realized Benefits • Large electronics retailer found significant traffic for “End of Life” products that they had no representation for. • Created Pages & PPC ads for each model • $400k incremental revenue in 90 days!11
  12. Realized Benefits • UK travel site matched keywords to top ranking pages swapped less than optimal current ranking pages. • $120k incremental revenue in 25 days.12
  13. Realized Benefits • Ecommerce site mapped paid and organic “Co- Optimization” and found missed opportunities and cannibalization. • $300k in PPC savings in 40 days • $250k in SEO revenue in 60 days13
  14. Understanding Searchers
  15. Purchase Cycle Analysis
  16. Purchase Cycle & Intent• Researching product use and information?• Looking for features and functions?• Comparing brands?• Looking for discounts?• Have they already purchased?
  17. Missed Opportunity by Buy CycleCatBuy Cycle Total Inspiration Discovery Design Purchase Relationship Market PaidBrand Earned Missed 0* Market 334M 38M 272M 98K 1M 23M Paid 4M 52K 4M 348 34K 1,608Branded Earned 200M 34M 150M 6.6K 900K 15MTechnology 92K Missed 130M 3.5M (9%) 118M (44%) 203K (18%) 7.7M (34%) (93%) Market 610M 547M 51M 826K 1.3M 10M Paid 15M 11.5M 3.6M 11K 20K 20KTechnology Earned 207M 196M 5.7M 79K 58K 5M 736K Missed 388M 339M (62%) 42M (82%) 1.3M (94%) 5M (49%) (89%)Mapped 180K keywords to categories & buy cycle (searcher intent)Identified 111 “new insights” about the audience
  18. “Design” Phase• IT Managers who are “designing systems” to manage or procure them• Stencils were on a long page of “all stencils” vs. merchandising pages• The type of stencil helps understand the audience and size of company• UCS Visio stencils [Designing Solution]• 3750x visio stencil [adding product]
  19. Use Buy Cycle ModifiersLeverage sale and buy cycle words-Buy-Sale-Closeout-Upgrade-In stock-Refurbished-Special price-Discount
  20. Audience Identification
  21. CXO Persona• Title: CEO, CFO, CIO• Audience Goal: Increase shareholder wealth• Business Goal: Show how the cloud can reduce IT costs and increase efficiency• Interests: Golf, Making Money, Wine, Travel• Targeting Keywords:• Cloud computing, golf vacations, cloud computing benefits
  22. Leverage Form & Click to Chat• 25 primary cloud computing keywords• Tracked keyword to form data• Tracked keyword to click to chat•
  23. Cloud Computing Audience Content adjusted for consultants & IT Managers 40% lift in engagement
  24. Product to Audience
  25. Product Audience Segments & Personas
  26. Sort Products - MarginFocus on most valuable terms – high margin or highvolume moderate margin
  27. Coupon Codes How many search for yours?
  28. Product Audience Segments
  29. Understanding “Keyword Qualifiers”Words that help us isolate a specificopportunity, interest, audience or need•Upper arm shaper•Cloud computing deployment strategy•Underwater photography mask•50 bottle dual zone wine cooler
  30. Category/Interest Segmentation Segment by features, function, types – anything that allows you to understand searcher’s mindset
  31. Shapewear - Segmentation• 75% of the queries were “clothing type + shapewear”• Focus PPC messages, social media and content prioritization Segmentation of the Top 100 keywords related to Shapewear
  32. Rethinking the experience • By looking at search query volume & social media we saw that women talk about shapewear in the following buckets of thought: By Type of Garment By Occasion By Body Type Tanks Bridal Curvy Bottoms Maternity Top Heavy Slips Post-surgery Bottom Heavy Clothing Business Square/Flat Night Out/Date Casual32
  33. Influence Design & Content• Sites need to match searches with content• Create a taxonomy that can be translated into a content & search strategy Taxonomy Category Category Garment Garment Body Feature Body Feature Function Function Feature Feature Brand Brand Shapewear Shapewear Tank Top Tank Top Body Body Shaping Shaping Strapless Strapless Yummie Yummie Denim Denim Slip Slip Whole Body Whole Body Shaper Shaper Cotton Cotton Maindenform Maindenform Clothing Clothing Girdle Girdle Tummy Tummy Slimming Slimming Rayon Rayon Spanx Spanx Apparel Apparel Legging Legging Toushy Toushy Slimmer Slimmer Best Best Spanxs Spanxs Bottoms Bottoms Butt Butt Control Control Quality Quality Panties Panties Legs Legs Wrap Wrap Premium Premium Bras Bras Bust Bust Smoothing Smoothing Dress Dress Thighs Thighs 33
  34. SAT Cluster – Segmentation71% of all related searches are for “SAT” are “non-prep” terms8% are related to “Section Specific Prep Materials”7% are related to “Sample Tests and Sample Questions”
  35. Map Keywords to Predefined Actions Segments• Use a brainstorming session to discuss and segment words into appropriate purchase lifecycle segments to understand how to better align messages.• This will be very helpful when creating ad groups and messages for PPC• Critical when you have to have a win in current quarter.
  36. 98% of budget 80% of Predicted Revenue 36
  37. Mining for Opportunities
  38. Low Hanging Fruit Opportunities• Traffic & Relevance – “Missed Opportunity Matrix” - Critical Keyword Performance Monitoring – Preferred Landing Page Monitoring & Optimization – Snippet Optimization – Integrate Popular Keywords Into content pages – EOL Product Handing – Integrate Relevant Keywords and Landing Pages into PR and SMaC• Infrastructure – Ensure key pages are available and indexed by spiders – Segment local country URL’s to allow for Google Geographical Targets
  39. Missed Opportunity Models • 3.75% increase clicks would bring additional 111k visitors • Potential for $220k in PPC click costs reduction if ranked better39
  40. Underperforming Keywords• Monitor words that are ranking but not getting fair share of traffic.40
  41. Bad Snippets for Top Ranked Words Phrase: Blade Servers Rank: #2 in Google Searches: 90,500 Avg CPC: $9.08 Phrase: Dove Soap Rank: #1 in Google Searches: 12,10041
  42. End of Life Product Opportunity Google Search NS NS Share of Keyword Phrase Rank Volume Visits Impressions Opportunity 10% 20% Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380 Total 506,500 2459 1.63% 50,650 101,300• Fixing EOL landing pages and snippets should deliver additional 50k visitors per month• Company generated $400k in incremental revenue
  43. Align to Social Media
  44. Alignment to Social Media• Add Tier 1 keywords to social media monitoring• Understand the “sentiment” of keywords• Understand the “context” of words• Compare search volume – conversations – and conversions• Identify influential Social Media sites including blogs and forums for link building
  45. Combine Search & Social Data • Modeled over 9 month period • Increase in “discussions” in weekend • Identified interest in “labor day deals” 45 days earlier45
  46. Combine Search & Social Data Identified key “interest” destinations targeting by PPC46 Source: Conversation Miner
  47. • Daily Volume of Social Media Messages Mentioning Body Shaper • January 1 – January 31, 2012 Jan 16: Volume spike due • to free shipping promotion on 47
  48. Word Cloud of Social Media Content Mentioning Body Shaper January 1 – January 31, 2012
  49. Interest to Ad Influence65% increase in clicks and 48% increase in conversions after refocusingads on “control”
  50. Category Authority
  51. “Authority Site?”• Organic ranking was run against 1700 pet food related keywords looking for ranking in top 10• Below are the top sites that appear for the most keywordsNo Dominating 428 (information) 428 (information)Petco: 276 (retail site)Petco: 276 (retail site) 170 (pet food brand) 170 (pet food brand)
  52. How Authoritative are you?
  53. Authority Sites Analysis – Value• Ensure you are maximizing Google and Bing Intent-related results• Identify potential link partners• Identify influential Social Media sites including blogs and forums
  54. Integrating Paid & Organic Search [Co-Optimization]
  55. What is the current state? • For the target set of keywords, understand the current state for each of the phrases by answering the following questions1. Do we have paid and organic listings for the same phrases?2. If listed, which sections of the site are represented?3. Does the PPC listing represent the intent of the searcher?4. Does the Organic listing represent the intent of the searcher?5. Does the Organic listing represent our best offer?
  56. Paid & Organic ROI ReviewNegative PPC ROIPositive PPC ROI Table format inspired by Brad Geddes at
  57. Cannibalization or Collaboration?
  58. Collaboration or Cannibalization?• What is the collaborative impact of having the #1 PPC listing, and the #1 and #2 organic listing for this phrase?
  59. Highest CPC Collaboration• 0 Top 20 CPC keywords have top 5 ranking and generate• 0 visits to the site59
  60. Key steps to Successful Modeling• Understand the “intent” of the user queries• Understand the “real” performance of keywords• Understand the context of keywords• Classify keywords in logical segments to enable classification and modeling• Do anything other than just collecting in Excel
  61. Thank You!