Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in the travel industry'
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Running international travel sites is one of the trickiest scenarios for digital marketing, but one of the most interesting to work within if you are an experienced international digital marketer. In this session, Kezia will lift the lid on how developing an Audience Intent Analysis - a foundation for how SEO, paid, social and content marketing strategies are developed – can radically improve performance for your global strategy. She will explore how search language and behaviour can vary between markets and how this can impact your site and strategy for digital marketing worldwide. A must-see for brands that have difficulty in improving visibility in online markets.
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Oban Digital, Senior Strategist, Kezia Bibby 'Audience intent profiling in the travel industry'
- 1. AUDIENCE INTENT ANALYSIS Search intent and digital strategies @ObanDigital September 2014
- 2. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. David Ogilvy Founder of Ogilvy and Mather
- 3. Search is amazing for knowing a person's intent Adam Audette Chief Knowledge Officer, RKG
- 4. What is search intent? HOT DOG
- 5. What is search intent? Many different inferences that can be made by a single term Our method seeks to find the most common association so that as a business we can be ready to answer that query
- 6. Search intent classification Navigational – low value, clear intent (facebook, brand +website) Informational – topic search, find information which is assumed to exist Transactional – most valuable, most competitive! Commercial – informational query with future business implications Custom – structural, branding, terminology
- 7. WE LOVE DATA As much as these ladies love bread!
- 8. What does this analysis allow us to do? Find out what potential customer’s search intentions are and how best to capitalise on them Learn what and how search language is used by people when they’re online Make use of insights to direct search engine optimisation, paid media campaigns, content creation and social media effectively
- 9. How is an Audience Intent Analysis Conducted? Find Solutions 9 Seed Concepts Seed concepts were generated based on website investigation and analyst industry knowledge. Generate Keywords These keywords were fed into a keyword tool which outputs thousands of user searches related to this field. Calculate Search Volumes Search volumes were obtained for all keywords for the local market over the last 12 months and a monthly average calculated. Categorise Data Keywords were then grouped and classified based on their semantic distance to one another. Perform Cluster Analysis Once categories are created, relationships between categories are analysed. Identify Patterns The data is then cut and filtered to expose patterns and insights into user behaviour. Extract Insights Relevant insights related to the website are extracted. Solutions based on insights are created and presented back to the site strategy.
- 10. Typical Short Tail Long Tail Keyword Graph Short Tail Terms Long Tail Terms Search Opportunity Keywords
- 11. How we like to see it… OK– some good keywords Many keywords to analyse! Search Opportunity Keywords
- 12. What’s the difference to a good old keyword research?
- 13. Representation of Global Searches 2011 2012 2010 2008 2003 2000 1999 2004 2002 2001 2009 2007 2006 2005 http://www.internetlivestats.com/google-search-statistics
- 14. Why is this important to travel marketing? Competitive market, multi device SERPs are structured with location based information – need to look beyond these. Competing with Google!? Google has a vested interest in understanding intent so you should too
- 15. Slicing Data
- 16. Holiday Type Clusters ES 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Holiday Type Disney All inclusive Apartment/house Hotels Package Luxury Excursions Resort Sum of Searches
- 17. Holiday Type Clusters UK 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Holiday Type Sum of Local Monthly Searches
- 18. Destination Clusters ES 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Destination miami orlando disney florida orlando florida Sum of Searches
- 19. Destination Clusters UK 12,000 10,000 8,000 6,000 4,000 2,000 0 Destination Sum of Local Monthly Searches
- 20. How this Data Enhances Digital Strategy PAID MEDIA KEYWORD & STRUCTURE Audience Intent Analysis PPC AD-COPY CONTENT AUDIT PLANNING & CALENDAR SOCIAL AUDIT PLANNING & CALENDAR SEO ONPAGE CRO DISCOVERY INT’L TECH AUDITS SITE STRUCTURE ONGOING SUPPORT
- 21. CONCLUSION
- 22. Conclusion Understanding search intent / behavior is essential to digital strategy More is more – if you know how to churn the data! Classify and create activity for Paid, SEO, Content and Social channels Link your digital channels with a single language focus
- 23. Kezia Bibby Senior Strategist +44 (0)1273 936094 07814 046610 keziabibby@obandigital.com www.obandigital.com
- 24. Website: www.obandigital.com Telephone: +44 (0) 1273 704 434 Email: info@obandigital.com Twitter: @ObanDigital
Editor's Notes
- Introduce self – Role at Oban. Want to discuss one of the core activities which we like to conduct before launching into strategies for digital marketing.
- We have a strong research back bone at Oban and believe that search data should be at the heart of all activity. Asking questions of our local offices to inform processes and strategies for each of our markets is key.
- One of the key data sources that we utilise is keyword data – using large sets of data we can begin to understand how searchers in each market are behaving and how strategies for each market are similar or different. By understanding intent we can formulate ways to accommodate these search behaviours on the site, through social media, Paid Search, content marketing etc.
- Let’s look at what search intent is quickly. If I say the word “Hot Dog” what do you think I would be searching for? In the first instance the majority of people will be searching for a hot dog. Maybe a recipe for a hotdog as a result for “how to cook a hot dog” Maybe this? Oh hey – It’s the National Hot Dog and Sausage Council website. They could definitely be looking for this Or…maybe not this but we needed some cute factor didn’t we. There are many different inferences that can be made by a single term – our method of analysis seeks to find the most common association so that as a business we can be ready to answer that query and give something actionable for the searcher if appropriate.
- A lot of research has been conducted in order to categorise and group large pools of keywords to try and create patterns in behaviour based on certain types of terms. Four key groups are understood within the industry: Navigational Queries – usually conducted by searchers who know where they want to go. Typically these are branded or semibranded terms such as Facebook, Amazon etc. While is important to maintain your sites visibility on these terms in most cases search engines should give fair representation to your brand if is it established in the market. Even when there can be multiple meanings to your brand/organisation. Information Queries –Why, how to, ways to - these make up 80% of search queries according to some studies with Navigational and Transactional 10% each– which makes a good case for businesses to consider gaps in information data searches and ways in which their websites can support those types of searches. http://www2007.org/posters/poster989.pdf http://faculty.ist.psu.edu/jjansen/academic/pubs/jansen_user_intent.pdf http://onlinelibrary.wiley.com/doi/10.1002/asi.21550/abstract Commercial queries – which are a newer classification added a few years ago and include terms such as comparison, reviews, discount, specific product terms, best, cheapest. Transactional terms – while these have the greatest value are the most competitive. These terms you want to make sure you are landing users on the right page and your conversion journey has been fully planned and or under testing.
- What does this analysis allow us to do? Find out what your potential customer’s search intentions are and how best to capitalise on them Learn what and how search language is used by people when they’re online Make use of insights to direct your search engine optimisation, paid media campaigns, content creation and social media effectively When can a search intent analysis be carried out? Anytime is good but in particular: Launching into a new territory/country Expanding your site offering If running short of content ideas or discussion points with your audiences Your paid campaigns are a bit stale and need some reorganisation/reinvigoration You haven’t considered a different site architecture in different markets You would like to link up channel strategies for social, SEO, paid and content marketing
- Using keyword tools, excel, talented analysts and
- Consider the ever popular short tail long tail keyword graph. Once apon a time the focus was on targeting short tail terms as they offered the greatest search opportunity how ever as search behaviour has become so much more important in creating digital strategies the sheer number of terms and data available for analysis in the long tail data has become even more valuable.
- Keyword research is still important and useful for creating lists of words to target and optimise your site. Keyword research often focuses on how to make what you have currently work and doesn’t have the scope to uncover new areas/pages/site organisation to improve your offerings and your site. And to allow you to inhabit wider search spaces previously not considered. Audience Intent Analysis seeks to get a deeper understanding of behaviour and how searchers want to interact with your sites giving you richer commentary on your digital strategy. Keyword data and performance information restricted in many analytics packages now. Local rankings and personalised search make reporting more tricky Search technology has evolved -conversation, wearable tech More searches than ever Longer concepts and more intelligent understanding of meaning Creates a research base for a more integrated strategy
- Google searches per year – over 1.2 trillion searches per year worldwide growing at approximately 10 – 15% per year. 16-20 queries that get asked every day have never been asked before http://www.internetlivestats.com/google-search-statistics/ Search technology has evolved -conversation, wearable tech, mobile expansion More searches than ever Longer concepts and more intelligent understanding of meaning when search engines returning results. Creates a research base for a more integrated strategy
- In such a competitive market the transactional terms which we mentioned earlier are important to get an understanding of search opportunity outside of these core terms. Google
- We conducted an Intent Analysis for Florida Holidays in the UK market and also in Spain. Starting out with the core term Florida Holidays we quickly gathered 500+ terms relating to holidays in Florida. This is a relatively small set – result was some interesting comparative data. The size of the search markets are markedly different in size – just as an example the ES market has around approx. 120 terms relating to flights to Miami where for the UK market there are more than double the number of keywords.
- When carrying out a cluster analysis you can slice and dice the data in any way you like. This can relate to a site structure or existing organisation or it can develop naturally when observing common themes in the data. In this case groupings such as accommodation types, Price terminology, Time related terms ( months, seasons), departure locations for Spainish and UK travellers were revealed along with Brands. In this data set when reviewing terms relating to “Holiday Florida” we categorised sorted then summed the search volume for all of those terms which included Disney, All inclusive, Apartment etc Unsurprisingly there is a key association for Florida Holidays to relate to Disney but something unexpected was the number of total searches for terms relating to Apartment/House over hotels for Spanish searchers in Spain.
- When categorising and analysing data for UK searchers unsurprisingly association with Disney and Florida is high. Compared to the ES data package terminology was found more commonly than all inclusive which was high for the Spanish market.
- Language association for ES is we found that it was more commonly to use the term Miami than Orlando in relation to holiday terms. Maybe cultural reasons – family visits with a larger popn of Spanish speakers.
- In relation to holidays the terms Orlando, Miami were preference.
- The Audience Intent Analysis and understanding of search behaviour can form the foundation for structure and operation of many channels within your digital strategy. It is a great centre point to refer all responsible bodies too so that language targeting is PPC Ad-copy Paid media keyword lists and account structure. Are keyword lists complete can they be expanded. Can account structure be organised to better serve ad copy to keyword groups that are found to have a high interest? Should spend be increased for terms relating to those which have a stronger correlation to holidays in Florida? SEO On-Page As an elaborate keyword research the raw data found prior to our analysis is very useful for selecting and optimising terms for SEO too. Due to the sheer number of terms it can enable a business to select more terms to serve deeper pages within your sites or to create robust conventions for product categories. For example understanding common language usage relating to similar product group. International Sites and Structure Launching into a new market it is important to acknowledge the differences in search behaviour on sites which serve your geographic audiences. Preferences will vary and so your Intent Analysis can identify what groups of terms are preferred so that menu structures can reflect the local demand. As briefly demonstrated with the UK / Spanish data search knowledge around location names (Orlando, Miami) varied and so using the most commonly referenced term on your site will benefit each of your audiences. For natural search further steps can include focusing on newly discovered commercial and transactional keywords. These may be leading to deep which need to be. Content and Social Planning Does your content creation calendar include topics which refer to those clusters which were so prevalent? In some cases the answer will be no! Then we can return to the raw data to pull out more granular information to develop content and social conversations around. Referring back to the Types of search intent findings remember that “informational” terms will be real gems to raise the chances of brand discovery and loyalty if you can answer the “how to, where, why” questions effectively. CRO Discovery Some discoveries from an Audience Intent Analysis may challenge the status quo or a previously presumed successful strategy. Ideas such as using alternative language on call to actions. Revised navigation layouts and more are great opportunities to exercise A/B Tests or multivariate tests. On Going Support A constant reference to direct strategy.
- Search terms are more