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
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
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 days
13
16. Purchase Cycle & Intent
• Researching product use and
information?
• Looking for features and functions?
• Comparing brands?
• Looking for discounts?
• Have they already purchased?
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 Modifiers
Leverage sale and buy cycle words
-Buy
-Sale
-Closeout
-Upgrade
-In stock
-Refurbished
-Special price
-Discount
29. Understanding “Keyword
Qualifiers”
Words that help us isolate a specific
opportunity, interest, audience or need
•Upper arm shaper
•Cloud computing deployment strategy
•Underwater photography mask
•50 bottle dual zone wine cooler
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
Casual
32
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
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34. SAT Cluster – Segmentation
71% of all related searches are for “SAT” are “non-prep” terms
8% 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.
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 better
39
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: 12,100
41
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
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 earlier
45
46. Combine Search & Social Data
Identified key “interest” destinations targeting by PPC
46
Source: Converseon.com 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 Silkies.com
47
48. Word Cloud of Social Media Content Mentioning Body Shaper
January 1 – January 31, 2012
49. Interest to Ad Influence
65% increase in clicks and 48% increase in conversions after refocusing
ads on “control”
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
keywords
No Dominating Domains
Cats.about.com: 428 (information)
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)
Purina.com: 170 (pet food brand)
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
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 questions
1. 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 Review
Negative PPC ROI
Positive PPC ROI
Table format inspired by Brad Geddes at http://certifiedknowledge.org
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?
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
Opportunity: Total searches for the keywords in this category and buy cycle – based on Google Broad Match Local Paid Impressions: Total impressions based on all match types for these words based on June campaign levels. Earned Impressions – This is based on taking 100% of the demand if the word is ranking in the top 10 of Google. Missed Impressions – this is Opportunity minus (paid impressions + earned impressions)
Focusing on the broad term “SAT” puts too munch emphasis on the term that is very broad in searcher interest. As we see, 71% of all the searches that contain “SAT” are not even test prep related with 21% of all the keywords variations being related SAT Test scores. Focus on those elements that are specific to your offering.