This document discusses keyword research and relevance analysis for attracting natural search traffic. It emphasizes understanding the concepts and relationships behind search queries to structure a website. Search queries for "outdoor clothing" are used as an example, showing how they can be grouped into demand clusters like "ski jackets", "mens ski jackets", and "ladies and womens ski jackets". The document recommends building a demand-driven information architecture and landing pages that directly match this demand. It also discusses sources of search data like Experian Hitwise and the Google Adwords Keyword Tool, and the need to develop new approaches to relevance analysis as understanding search queries evolves.

1. Killer Keyword Research
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2. Keyword Research =
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3. Keyword Research = Relevance Analysis =
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4. Keyword Research = Relevance Analysis = Digital Market Research
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5. 2007: Google not seen 1 in 4 search queries
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6. 2011 (March): Google not seen 1 in 5 search queries
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7. March 2011: Google has never seen 20% of queries before
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8. March 2011: Google has never seen 20% of queries before
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9. March 2011: Google has never seen 20% of queries before
(yes, really)
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10. © 2007-2012 Roland Dunn

11. It’s very long
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12. pearl wedding jewellery
cheap laptops
wedding jewellery pearls cheap laptops uk
wedding pearls cheapest laptops
wedding pearl jewellery laptops cheap
pearl jewellery wedding cheap laptop computers
wedding jewellery pearl cheap laptops online
pearl wedding jewelry cheapest laptops uk
pearl wedding jewelery cheap good laptops
wedding jewelry pearls
wedding pearls jewellery
(and many, many more)
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13. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
© 2007-2012 Roland Dunn

14. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
© 2007-2012 Roland Dunn

15. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
© 2007-2012 Roland Dunn

16. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
3. Structure your digital presence around that demand
© 2007-2012 Roland Dunn

17. © 2007-2012 Roland Dunn

18. Eight different search queries
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19. Eight different search queries
All for the same thing: “outdoor clothing”
© 2007-2012 Roland Dunn

20. ski jackets 41,195
ski jacket 9,999
skiing jackets
Ski Jackets 2,391
mens ski jackets 1,539
men ski jackets Mens Ski Jackets 1,012
ladies ski jackets 2,840
ladies ski jacket 1,445
women's ski jackets Ladies and Womens Ski Jackets 1,409
© 2007-2012 Roland Dunn

21. Outdoor Clothing
Four types of “demand” (clusters of demand)
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
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22. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn

23. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
© 2007-2012 Roland Dunn

24. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
© 2007-2012 Roland Dunn

25. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
• Structure itself matches demand
© 2007-2012 Roland Dunn

26. © 2007-2012 Roland Dunn

27. © 2007-2012 Roland Dunn

28. Relevance Analysis can go to the core of your organisation
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29. Relevance Analysis can require significant change ...
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30. Relevance Analysis can require significant change ...
And therefore need real commitment from senior management
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31. © 2007-2012 Roland Dunn

32. Sources of Search Data
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33. Experian Hitwise:
• More than 8 million UK internet users
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34. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
© 2007-2012 Roland Dunn

35. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
• Expensive, but ...
© 2007-2012 Roland Dunn

36. Google Adwords Keyword Tool:
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37. Google Adwords Keyword Tool:
• Free
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38. Google Adwords Keyword Tool:
• Free
• Adwords focused data
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39. Google Adwords Keyword Tool:
• Free
• Adwords focused data
• Time-consuming extracting significant volumes
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40. © 2007-2012 Roland Dunn

41. What’s Coming?
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42. What’s Coming?
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43. What’s Coming?
Loss of understanding what we are relevant to?
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44. What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
© 2007-2012 Roland Dunn

45. What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
Leave us with just Google Adwords Keyword Tool?
© 2007-2012 Roland Dunn

46. Need to develop other approaches to analyse Relevance?
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47. Keyword Research =
© 2007-2012 Roland Dunn

48. Keyword Research = Relevance Analysis =
© 2007-2012 Roland Dunn

49. Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn

50. Online Branding: Natural Search:
http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/
T: @RefinedPractice T: @roland_dunn
Slides Available At:
http://www.cloudshapes.co.uk/talks/
© 2007-2012 Roland Dunn