Long tail is more important than ever with mobile searches surpassing desktop. Here's how to secure the keywords that lead to awesome ready-to-purchase traffic.
4. THE LONG TAIL &
NLP
GOOGLE’S NATURAL LANGUAGE PROCESSING
5. Query Size By Country
Source: KeywordDiscovery.com, August, 2015
6. GOOGLE REGARDS ALL INPUT AS
CONVERSATIONAL
Source: KeywordDiscovery.com, August, 2015
• There is a stronger focus on mobile today, where people dictate their
queries into Google, rather than type them.
• More searches are conducted on a mobile device in 10 countries
including US and Japan.
• Searchers use full question sentence structures as their search
queries. E.g. what, why, where, who, when, how
• Google uses Knowledge Graph, Voice Search and Google Now to provide
an intelligent hive of knowledge.
7. THE NEAR FUTURE: ARTIFICIAL INTELLIGENCE
Source: KeywordDiscovery.com, August, 2015
• Google “Daily Information Needs” annual study asks a sample
number of subjects which questions they want to have answered (questions
currently not entered into Google). These questions are categorized and
prioritized for future search projects.
What questions are your customers not asking Google yet?
• Most of the web’s data such as documents and images are “unstructured”, so
using AI will make it useful.
• Google’s “Deep Learning” experiments use “neural nets”, modelled on the way
biological brains learn, incorporating speech recognition, vision and language,
capable of projects like “neural image caption generator” (NIC). E.g. a learning
system able to identify concepts in images and apply captions using natural
language sentences.
16. IN CONVERSATIONS OFFLINE
HELPDESK SYSTEM
CRM SYSTEM
EMAIL
CALLS TO CALL CENTER
FOCUS GROUPS
DOCUMENTS (PROPOSALS, KNOWLEDGE PAPERS, ETC)
ASK TO HAVE ACCESS… IF YOU ARE NOT RECORDING
THESE CONVERSATIONS, YOU SHOULD BE
Co-author of The Art of SEO
Author of Google Power Search
Co-author of Social eCommerce
Founded Netconcepts in 1995
Sold it to Covario in 2010
Invented GravityStream, a pay-for-performance SEO technology
Twitter: @sspencer
Co-author of The Art of SEO
Author of Google Power Search
Co-author of Social eCommerce
Founded Netconcepts in 1995
Sold it to Covario in 2010
Invented GravityStream, a pay-for-performance SEO technology
Twitter: @sspencer
Source: http://www.keyworddiscovery.com/keyword-stats.html
In the US, the average number of keywords per query has increased. People are using more words and sentence structure than previously.
Understanding a target market explores demographics, psychographics and sociographics.
Use of personas helps to put some context around who the target market is, interests, behaviour, what they think and feel.
Knowing your customers’ pain points and questions (even the ones they may not be asking you directly) guides the type of content your organization needs to generate.
Source: https://www.flickr.com/photos/pliggy/3524303749/
A way of understanding your customers, is to observe them in action online and offline.
Source: https://www.flickr.com/photos/troutfactory/2053402123/
What questions, language or words do your customers use? It’s important to learn the words they use and the sentiment behind those words.
One way is to observe people conversing online. E.g. forums, webinars, reviews, social media conversations
And offline.
Tools like Geofeedia help to observe conversations across social media platforms by location.
Google Auto Complete provides additional long tail topics. Enter in seed words and modifiers.
Discussions button for Google Search - https://chrome.google.com/webstore/detail/discussions-button-for-go/igjiggoeheaondbmhmilpmbdkpgcjmdn?hl=en
The Discussions Button conducts searches across forums and blogs in Google. It helps to identify long tail topics.
Discussions button for Google Search - https://chrome.google.com/webstore/detail/discussions-button-for-go/igjiggoeheaondbmhmilpmbdkpgcjmdn?hl=en
Keyword.io is another great tool to explore long tail topics.
– % of unique pages yielding search engine-delivered traffic in a given month
– ratio of keywords to pages yielding search traffic
– % of search traffic coming from brand keywords vs. nonbrand keywords
– non-duplicate pages crawled