Norwich Marketing Meetup - Conversations vs Keywords
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The document contains data on keyword search volumes and other metrics for keywords related to boat hire and boating holidays in Norfolk Broads, UK. It also contains examples of conversations that may take place between a customer and the owner of a boat hire shop on Norfolk Broads. The owner needs to understand customer intent in order to determine how to respond to questions about boat availability and whether dogs are allowed. Understanding why customers may choose to book with competitors is also important for improving business strategies.
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Norwich Marketing Meetup - Conversations vs Keywords
- 1. www.further.co.uk Jonathan Falgate. Head of Organic Search jon@further.co.uk
- 2. 2 www.further.co.uk If you own a shop, you have conversations with your customers (it’s the same with websites)
- 3. 3 www.further.co.uk Keyword Market Global Monthly Searches Regional Monthly Searches % Organic clicks Clicks per search Difficulty Traffic potential Avg page links Avg domain links boat hire GB-en 12100 5400 78% 1.2 54 3500 0 720 boat hire norfolk broads GB-en 14800 14800 54% 1.3 55 10020 2 4400 boat hire norfolk broads day GB-en 3600 3600 25% 1.4 43 2500 5 5400 boat holiday norfolk broads GB-en 4400 4400 76% 1.3 45 3500 7 4400 boating holiday GB-en 6600 5400 24% 1.4 65 4000 4 4400 boating holiday in norfolk GB-en 720 720 34% 1.1 45 500 11 10 boating holiday norfolk GB-en 720 720 56% 1.2 35 650 2 4400 boating holiday norfolk broads GB-en 4400 4400 76% 1.3 45 700 20 14800 boating holidays GB-en 6600 5400 45% 1.1 43 1200 5 30 boating holidays norfolk broads GB-en 4400 4400 34% 1.2 57 3200 7 320 boating holidays on norfolk broads GB-en 4400 4400 54% 1.3 65 600 8 390 boating holidays on the norfolk GB-en 10 10 47% 1.1 64 750 21 260 boating holidays on the norfolk broads GB-en 4400 4400 64% 1.2 68 3200 5 260 boats hire norfolk broads GB-en 14800 14800 23% 1.3 57 150 8 260 broads boating holiday GB-en 320 320 37% 1.2 51 10020 2 10 broads day boat hire GB-en 390 390 65% 1.2 61 2500 0 2900 day boat hire norfolk GB-en 480 480 25% 1.1 43 3200 0 110 day boat hire norfolk broads GB-en 3600 3600 76% 1.2 57 150 2 50 day boat hire norfolk broads potter heigham GB-en 170 170 24% 1.3 65 3400 5 390 day boat hire potter heigham GB-en 140 140 34% 1.1 64 4500 7 50 day boat norfolk broads GB-en 260 260 56% 1.2 68 6300 4 390 dog friendly boating holidays GB-en 170 90 76% 1.3 57 7200 11 4400 luxury boat hire norfolk GB-en 10 10 25% 1.1 65 140 1 3600 luxury boat hire norfolk broads GB-en 590 590 76% 1.4 64 590 2 170 luxury boating holidays GB-en 480 320 24% 1.3 68 4400 5 140 luxury boating holidays norfolk broads GB-en 50 40 34% 1.4 57 10 3 260 luxury boating holidays uk GB-en 110 90 76% 1.1 53 140 6 880 luxury boats on norfolk broads GB-en 90 90 24% 1.2 51 590 4 10 luxury day boat hire norfolk broads GB-en 140 140 34% 1.3 61 4400 0 2900 norfolk boating holiday GB-en 720 720 56% 1.1 60 10 2 1600 norfolk broads boat hire GB-en 14800 14800 45% 1.3 55 3200 7 90 norfolk broads boat hire day GB-en 3600 3600 34% 1.1 43 600 4 480 norfolk broads boat holiday GB-en 4400 4400 54% 1.2 45 750 11 3600 norfolk broads boat holidays GB-en 4400 4400 37% 1.3 65 3200 2 170 norfolk broads boating hire GB-en 14800 14800 65% 1.1 45 150 20 140 norfolk broads boating holidays GB-en 4400 4400 83% 1.2 35 3400 5 260 norfolk broads boats hire GB-en 14800 14800 35% 1.2 45 40 7 90 norfolk broads day boat hire GB-en 3600 3600 76% 1.4 65 590 5 390 norfolk broads holidays boats GB-en 4400 4400 24% 1.1 53 600 0 14800 norfolk broads holidays luxury boating GB-en 50 40 34% 1.2 51 750 8 30 norfolk broads luxury boat hire GB-en 590 590 24% 1.4 54 3500 1 260 pet friendly boating holidays norfolk broads GB-en 10 10 62% 1.4 51 10 8 110 potter heigham boat hire GB-en 590 480 76% 1.1 60 4400 0 50 potter heigham day boat hire GB-en 140 140 34% 1.4 55 110 9 4400 weekend boat hire norfolk broads GB-en 210 210 65% 1.2 64 10 5 30 winter boating holidays norfolk GB-en 10 10 83% 1.3 68 110 3 4400 winter boating holidays norfolk broads GB-en 10 10 35% 1.1 57 90 6 14800
- 4. 4 www.further.co.uk Keyword Market Global Monthly Searches Regional Monthly Searches % Organic clicks Clicks per search Difficulty Traffic potential Avg page links Avg domain links boat hire GB-en 12100 5400 78% 1.2 54 3500 0 720 boat hire norfolk broads GB-en 14800 14800 54% 1.3 55 10020 2 4400 boat hire norfolk broads day GB-en 3600 3600 25% 1.4 43 2500 5 5400 boat holiday norfolk broads GB-en 4400 4400 76% 1.3 45 3500 7 4400 boating holiday GB-en 6600 5400 24% 1.4 65 4000 4 4400 boating holiday in norfolk GB-en 720 720 34% 1.1 45 500 11 10 boating holiday norfolk GB-en 720 720 56% 1.2 35 650 2 4400 boating holiday norfolk broads GB-en 4400 4400 76% 1.3 45 700 20 14800 boating holidays GB-en 6600 5400 45% 1.1 43 1200 5 30 boating holidays norfolk broads GB-en 4400 4400 34% 1.2 57 3200 7 320 boating holidays on norfolk broads GB-en 4400 4400 54% 1.3 65 600 8 390 boating holidays on the norfolk GB-en 10 10 47% 1.1 64 750 21 260 boating holidays on the norfolk broads GB-en 4400 4400 64% 1.2 68 3200 5 260 boats hire norfolk broads GB-en 14800 14800 23% 1.3 57 150 8 260 broads boating holiday GB-en 320 320 37% 1.2 51 10020 2 10 broads day boat hire GB-en 390 390 65% 1.2 61 2500 0 2900 day boat hire norfolk GB-en 480 480 25% 1.1 43 3200 0 110 day boat hire norfolk broads GB-en 3600 3600 76% 1.2 57 150 2 50 day boat hire norfolk broads potter heigham GB-en 170 170 24% 1.3 65 3400 5 390 day boat hire potter heigham GB-en 140 140 34% 1.1 64 4500 7 50 day boat norfolk broads GB-en 260 260 56% 1.2 68 6300 4 390 dog friendly boating holidays GB-en 170 90 76% 1.3 57 7200 11 4400 luxury boat hire norfolk GB-en 10 10 25% 1.1 65 140 1 3600 luxury boat hire norfolk broads GB-en 590 590 76% 1.4 64 590 2 170 luxury boating holidays GB-en 480 320 24% 1.3 68 4400 5 140 luxury boating holidays norfolk broads GB-en 50 40 34% 1.4 57 10 3 260 luxury boating holidays uk GB-en 110 90 76% 1.1 53 140 6 880 luxury boats on norfolk broads GB-en 90 90 24% 1.2 51 590 4 10 luxury day boat hire norfolk broads GB-en 140 140 34% 1.3 61 4400 0 2900 norfolk boating holiday GB-en 720 720 56% 1.1 60 10 2 1600 norfolk broads boat hire GB-en 14800 14800 45% 1.3 55 3200 7 90 norfolk broads boat hire day GB-en 3600 3600 34% 1.1 43 600 4 480 norfolk broads boat holiday GB-en 4400 4400 54% 1.2 45 750 11 3600 norfolk broads boat holidays GB-en 4400 4400 37% 1.3 65 3200 2 170 norfolk broads boating hire GB-en 14800 14800 65% 1.1 45 150 20 140 norfolk broads boating holidays GB-en 4400 4400 83% 1.2 35 3400 5 260 norfolk broads boats hire GB-en 14800 14800 35% 1.2 45 40 7 90 norfolk broads day boat hire GB-en 3600 3600 76% 1.4 65 590 5 390 norfolk broads holidays boats GB-en 4400 4400 24% 1.1 53 600 0 14800 norfolk broads holidays luxury boating GB-en 50 40 34% 1.2 51 750 8 30 norfolk broads luxury boat hire GB-en 590 590 24% 1.4 54 3500 1 260 pet friendly boating holidays norfolk broads GB-en 10 10 62% 1.4 51 10 8 110 potter heigham boat hire GB-en 590 480 76% 1.1 60 4400 0 50 potter heigham day boat hire GB-en 140 140 34% 1.4 55 110 9 4400 weekend boat hire norfolk broads GB-en 210 210 65% 1.2 64 10 5 30 winter boating holidays norfolk GB-en 10 10 83% 1.3 68 110 3 4400 winter boating holidays norfolk broads GB-en 10 10 35% 1.1 57 90 6 14800
- 5. 5 www.further.co.uk It’s overwhelming because you’re seeing all your conversations at once…….
- 6. 6 www.further.co.uk But they are still real people asking for information and trying to buy things
- 7. 7 www.further.co.uk You run a boat hire shop on The Norfolk Broads A customer walks in……..
- 8. 8 www.further.co.uk Hi, can I hire a boat? I’ll have my dog with me. Translated into a real world conversation: Keyword: Dog friendly boat hire Norfolk Broads
- 9. 9 www.further.co.uk Do you reply: Certainly, we have 115 boats that we hire out, not all are pet friendly though. Would you like me show you them all anyway? 1.
- 10. 10 www.further.co.uk Do you reply: Certainly Madame, before I show you though, did you know that we are the UK’s top travel agent providing dog friendly boats to Norfolk Broads holiday makers? We hire more boats than any other provider and we’ve won a bunch of awards for our service, let me show you some of them. Did you also know that we’ve been established as a business for over 75 years, so if there is anything you need, you can be sure that we’ll have the right boat for all your holiday needs, all you have to do is ask. And just to prove it, let me show you some images of people just like you having fun on some of our boats, all taken in much better weather than it is today. 2.
- 11. 11 www.further.co.uk Do you reply: Certainly Sir, we have a great range of boats available for hire which allow pets. How many people will be joining you? 3.
- 12. 12 www.further.co.uk Can I hire a boat please, I would like to bring my dog? Variations of keywords? How would you respond to all these questions? Do you have dog friendly boat hire? Can I take my dog if I hire a boat?
- 15. 15 www.further.co.uk If your website is your online equivalent of your shop. Your shop sign and your in-store displays tell people about what you provide. And you say hello when someone walks in.
- 16. 16 www.further.co.uk When someone asks you the question “dog friendly boat hire Norfolk broads” You would answer: “For how many people and when would you like to book?” If you did anything else, you’d likely frustrate them.
- 17. 17 www.further.co.uk But if they didn’t buy, why? How would that conversation go? • Price • Your fully booked on the day they want • Just browsing • They usually hire from someone else and they’re just looking,
- 18. 18 www.further.co.uk Your shop has been open for a while, but your competitor is hiring more boats. Because you hire luxury boats and they hire lower quality boats at a cheaper price.
- 19. 19 www.further.co.uk Do you: • Put a sign in the window saying, “cheap boats for hire” • Understand that the people buying from you competitor aren’t your target audience. • Or, after understanding more about how your customers are price drive, look to alter your business model. Your shop has been open for a while, but your competitor is hiring more boats. Because you hire luxury boats and they hire lower quality boats at a cheaper price.
- 20. 20 www.further.co.uk Your online competitor gets more traffic than you. Because they rank higher in Google for the term “cheap boat hire”, and because you don’t sell cheap boats, therefore you don’t rank as well.
- 21. 21 www.further.co.uk Do you: • Create a banner and optimise your landing page with the text “CHEAP BOAT HIRE!” • Understand that the people buying from you competitor aren’t your target audience. • Or, after understanding more about how your customers are price drive, look to alter your business model. Your online competitor gets more traffic than you. Because they rank higher in Google for the term “cheap boat hire”, and because you don’t sell cheap boats, therefore you don’t rank as well.
- 22. 22 www.further.co.uk If you can’t meet their intent with a cheap price, it doesn’t matter how much volume the keyword gets. Mens shoes
- 23. 23 www.further.co.uk Cheap mens shoes If you can’t meet their intent with a cheap price, it doesn’t matter how much volume the keyword gets.
- 24. 24 www.further.co.uk In summary If you treat people like human beings: • If you’re polite • Helpful • And you sell a good product Then you can do that online as faithfully as you would in real life.
Editor's Notes
- Hypothetical scenario - real world shop, real world people As an analogy for using keywords for content and SEO. I don’t want to over simplify keyword research, it can be at times an difficult, back to the essence of what keywords are, The start of a conversation.
- Over time develop understanding of your customers Develop persuasive techniques Know which products sell And engage on related topics/advice It’s the same with websites
- To gain an understanding of customers for my website I’d pull a list related keywords, 10,00 keywords. High volumes/low volume the same thing with different spellings A lot of the time un-relevant.
- When you do that it’s:- Easy to get lost And when you don’t find the immediate insight Or the golden egg Its frustrating And often maybe we give up.
- That’s because in real world you do his naturally over time But with keyword research …………..
- But it’s still the same thing. It’s still real people, asking real things, We just need to know what they’re asking and develop pages to service those requests.
- So let’s imagine we’re not starting a website, but a real shop. We’ve opened a boat hire service on the Norfolk broads.
- And one day someone walks in and asks me “XXX” Online, we can find a keyword for that. 3 examples of how you may reply in the real world.
- The reply is not relevant to the questions You would feel they didn’t understand your questions. Online that equates to a bounce. Which means that they’ve gone back to the SERP and clicked on a competitor. So, second reply
- No one would listen to you no one would read it
- Do we agree this is the most typical response Why would develop a webpage which does something different to that? Wouldn't just say yes. Be polite. Confirm you can help by reiterating the request Develop the conversation into a sale.
- The point I want to labour is It’s the intent which is the same
- No exact match keyword targeting No duplicate content No doorway pages Just understand what people are asking and focus on helping them.
- So let’s build our webpage to answer our customer Your logo is out front and your sign tell them what you do. On a webpage we often tackle this with imagery – gives context and reinforces very quickly they are in the right place. Our product displays also do the same thing inside our store. And for these customers, they are excited – their booking a holiday – different if a funeral director
- So we’ve greeted them and confirmed they are in the right place, Now we book them their holiday, On our online version – that means a booking form. It seems simple but it meets the intent of the person quickly and simply. We get lost in the idea that word count equates to quality, or keywords help optimise a page, but Google hasn’t been using these things for over 5 years. Simply put - Putting large sections of your website before this equates to replying to your customer with the version 2 of our replies.
- But this customer has landed on the page and scrolled past the booking form, why didn’t they book? In our shop there would be conversation Too expensive Just browsing but good to know No available on my preferred date. Online we use A/B testing to find the key purchasing considerations to touch on with our content. Or we use keywords to se trends in the intent of highly commercial keywords In exactly the same way.
- Read slide Online equivalent – we see keywords for ‘cheap boat hire’, They have high volume and we want some of that. We could optimise our webpage for this intent.
- The point I’m making is that the consideration is exactly the same again, online or offline. It’s not SEO which tells us which keywords to go after – it’s the business model and the target audience. If you’re not sure who your talking to and how your positioned in your market, you can’t do SEO.
- To finish I want to move away from my analogy and give you a concrete example of how Google is matching it’s search results to a keyword intent. Men’s shoes – represents the high street pretty well, it’s meets the general intent too right?
- If we change the intent The results change to match that. The same people aren’t ranking for keywords which differ in intent. Google already knows what someone's intending to do when they search these two keywords. You couldn’t cheat that so it’s craxy to think you could cheat that in online.