Keywords are Dead: The Zombie Search Apocalypse

August 10–12, 2015
#CZLSF | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
Keywords Are Dead:
The Zombie Search Apocalypse
Michael Stricker
SEMrush
U.S. Marketing Director G O L D S P O N S O R

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August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Michael Stricker
U.S. Marketing Director, SEMrush
• Leading digital marketing tool for competitive research
• Agency, sales support and digital marketing consultant
• 100s of successful campaigns 1,000,000s of impressions
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
• Consulted: Enterprise Brands; 2Modern, AeroPostale, BET,
GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
@radioms #SEMrushLive

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@radioms
What does it mean

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What does it mean
when the leading Keyword Research Tool
tells you,

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What does it mean
tells you,
Keywords

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What does it mean
tells you,
Keywords are

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What does it mean
tells you,
Keywords are Dead?

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‘SEO’ is in decline… Google Trends
Google Trends@radioms #SEMrushLive

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…as are ‘keyword’ & ‘semantic’.

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Spam is down. Coincidence?

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‘Content’, ‘inbound marketing’
and ‘relevance’ are up.

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Goodbye,
Keywords
Head Terms
Bare bones
Simulation
DOA, Bloodless
Spam, as applied

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Hello,
Queries
Actual terms entered
Carry context
Convey intent
Commercially viable
Genuine in use

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Keywords
Head Terms
Bare bones
Simulation
DOA, Bloodless
Spam, as applied
Queries
Actual terms entered
Carry context
Convey intent
Commercially viable
Genuine in use

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@radioms
Query Meta-Components
Actual terms Sentence Structure, Punctuation
Carries context 5 W’s, Geo-Location, Device
Conveys intent info, navigation, transaction
Commercial very long-tail and specific
Genuine in use text or spoken: vernacular

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@radioms
Queries
Actual terms Sentence Structure, Punctuation
Take advantage of Hummingbird
Better distinguish desired result
Q&A, structure for Answerboxes
See Internet Marketing Ninjas for how to answerbox
Site Search. Voice Search. Call Tracking Transcripts.

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@radioms
Queries
Carry context 5 W’s: Who What When Where Why
Geo-Location: proximity targeting
Hyper-Location: in-store beacons
Device: interpret degree of desire
Time: browsing or buying
Geo Terms. In-store sales. Position Tracker. Day parts.

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@radioms
5 W’s can be used to filter for Intent.
Try exporting Phrase Report or Related Terms, then sort by the presence of “W” words.
What “What do I do about…” or “What is…” = issue and solution-seeking (TOF)
Why “Why is my…” or “Why does…” = issue or consideration (ToF or MoF)
How “How do I…” or “How does…” or “How far…” = issue or consideration (ToF or MoF)
Who “Who makes…” or “Who sells..” = consideration and comparison (MOF)
When “When will it arrive..” or “When will it open…” = trust-building and transaction (BoF)
Where “Where can I get…” or “Where is…” = negotiation and transaction (BoF)
How “How far is…” or “How do I return…” or “How many…” = negotiation (BoF)

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@radioms
Queries
Conveys intent informational (Wikipedia)
navigational
REALLY navigational
transactional
Phrase Report, Related Terms, Geo terms, Position
Tracker, Ubersuggest, Soovle, Google My Business

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@radioms
Queries
Conveys intent

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@radioms
Queries
Commercial very long-tail and specific
brand, product, features, gender,
age, color, materials, finish
Paradox: The longer the tail, the shorter the funnel
(more terms = closer to conversion)
Soovle, Amazon, ebay, PLA Google Shopping

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@radioms
Queries
Genuine use text or spoken: vernacular
regional dialect
generational slang
age (Flesch-Kincaid test, Gunning FOG)
education level (Coleman Liau, AR)
Readabilityscore.com

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@radioms
Queries
Genuine use
regional dialect

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@radioms
Queries
Market Segmentation, Personas, Affinities
Web Browsing History as behavioral evidence of
interests.
Alexa upstream & downstream;
Tagging: Compete, Quantcast;
Good for display advertising and remarketing

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@radioms
Queries
Profiles, Entities (Influencers & Brands),
Engagement, Messages
Connections of Affinity
Affinio, FollowerWonk, Buzzstream, Nimble
Good for social outreach, linkbuilding, relevant content curation and sharing,
ad network selection, content partnership prospecting, marketing event
consideration, and content creation, content marketing and promotions.

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@radioms
Queries
Profiles, Entities (Influencers & Brands),
Engagement, Messages
Connections of Affinity
Affinio, BuzzSumo, BuzzStream, Nimble
Good for social outreach, linkbuilding, relevant content curation and sharing,
ad network selection, content partnership prospecting, marketing event
consideration, and content creation, content marketing and promotions.

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@radioms
Queries
Scale of Social Resonance
Social Interaction as Market Insight
BuzzSumo, TrackMaven
Good for relevant content curation and sharing, competitive insights, content
creation and marketing, thought leadership, B2B content marketing and
promotions.

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@radioms
Queries Complete. And. Necessary.
Queries crucial to Google’s perception of your
domain as topically “Complete” and your content
as containing all that is “Necessary” to serve high
volumes of searchers.
Good for Building and writing a new website
Sorting the necessity or desirability of micro-sites or additional, niche domains
Creating content for a blog or brand domain
Writing content whitepapers, guides, checklists, etc.

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@radioms
Queries Complete. And. Necessary.
Queries crucial to Google’s perception of your
domain as topically “Complete” and your content
as containing all that is “Necessary” to serve high
volumes of searchers.
Good for Building and writing a new website
Sorting the necessity or desirability of micro-sites or additional, niche domains
Creating content for a blog or brand domain
Writing content whitepapers, guides, checklists, etc.
Shared Themes of Popular, Related Domains
“Co-occurring” keywords from SERP ranking for LSI”
Complete and Necessary Content development.
Eric Van Buskirk http://www.semrush.com/blog/new-tool-provides-advanced-bulk-search-of-semrush-data/ @ericvanbuskirk tweetphiladelphia.com

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@radioms
Google’s mission is to organize the world’s
information and make it universally accessible
and useful.
A lofty mission
Consistent direction.

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@radioms
“Google’s full year revenue for 2014 was
$66 billion, up 19% year on year,”
said Patrick Pichette, CFO of Google
Don’t be a zombie. Don’t chase the Algorithm. Your arm’s
too short to box with God (or Google). Unless you can use
up domains like tissues. Most brands want to be built, not
burned.

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@radioms
Queries for me?
…or are you a bunch of zombies?

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@radioms
Stop!
Look under your seats…
2 Attendees get SEMrush FREE for 6 months!
Bring winning card to SEMrush booth 1. New Subscribers only.
Current subscribers eligible for an upgrade of similar value.

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Free Demo!
No obligation custom demonstration at booth 1…
+ 1 more chance to get
SEMrush FREE for 6 months!
New Subscribers only. Current subscribers eligible for an upgrade of
similar value.

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Free Offer
http://bit.ly/clickzfree
FREE 15-Day Trial SEMrush Guru Plan.
Activate before Fri. Aug 21, 2015! Credit Card and Email required.
No payments due for 15 days, or contact SEMrush to end Trial without
obligation. NEW USERS ONLY.

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Thank you!

Keywords are Dead: The Zombie Search Apocalypse

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Keywords are Dead: The Zombie Search Apocalypse