![www.semrush.com
@seanmalseed @smx
Recap – the Idea
Always use [Exact] match.
Whatever you're planning, someone has done
something comparable.
Don't always trust Google. Remember, they want you
to bid on as many keywords as possible.](https://image.slidesharecdn.com/seanmalseedsmxlondonfinal-130518064813-phpapp01/75/The-Death-of-Trial-and-Error-SMX-London-2013-by-Sean-Malseed-of-SEMrush-com-33-2048.jpg)
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The Death of Trial and Error, SMX London 2013 by Sean Malseed of SEMrush.com
SEMrush tracks 95 million keywords and 40+ million domains to gain insights into digital marketing strategies. The document recommends identifying real competitors through tools like SimilarSites.com and analyzing competitors' paid keyword strategies using SEMrush, KeywordEye.co.uk, and KeywordToolDominator.com to build an effective keyword list. It emphasizes using exact match keywords and considering transactional versus informational intent to minimize wasted spending through trial and error.
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The Death of Trial and Error, SMX London 2013 by Sean Malseed of SEMrush.com
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- 2. www.semrush.com @seanmalseed @smx Introduction • Whyis SEMrush qualified to talk about eliminating trial and error? • Simple: it's the basis of the software we make. • We track 95 million keywords and 40+ million domains, and use mathematical models to find incredibly detailed information on domains and companies in general. • This gives us a very unique insight into exactly this topic. We know what companies spend and where, which of their products are profitable, what ads they buy on Adwords, Adsense, and much more. Introduction
- 3. www.semrush.com @seanmalseed @smx Stop, look,listen and think
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- 6. www.semrush.com @seanmalseed @smx So, wheredo we start? Start by thinking differently. We need to figure out a real approach.
- 7. www.semrush.com @seanmalseed @smx Confidence isthe feeling you haveConfidence is the feeling you have before you fully understand the situationbefore you fully understand the situation
- 8. www.semrush.com @seanmalseed @smx Do reconnaissance 1.Identifyyour real competitors 2.Check what they are doing before you build your list 3.Avoid their mistakes, find holes in their advertising, build from their successes
- 9. www.semrush.com @seanmalseed @smx Identify thecompetition Great tools to do this: Your brain. You or your client is in the industry you're marketing to. SimilarSites.com – great metrics on websites that share common factors and common visitors, ranked by Similarity Score. Competitive analysis tools – KeywordSpy, WordTracker, SEMrush, SpyFu, etc.
- 10. www.semrush.com @seanmalseed @smx Identify thecompetition Grouped by similarity score
- 11. www.semrush.com @seanmalseed @smx Identify thecompetition Ranked by number of shared visitors
- 12. www.semrush.com @seanmalseed @smx Identify theREAL competition Transactional vs. Informational Competitors Organic is tough – a blog about skateboarding does not compete with a website selling skateboards. Transactional keyword – looking to buy something. “pro skateboards” Informational keyword – looking to learn about something. “pro skateboarders”
- 13. www.semrush.com @seanmalseed @smx You don'tcompete with Amazon.com. Amazon.com “competes” with everybody.
- 14. www.semrush.com @seanmalseed @smx Identify thelandscape Now that you know who to look at, you need to know what to look at. We'll identify the PPC landscape, and see how we will fit in effectively. There's a few simple things you can do.
- 15. www.semrush.com @seanmalseed @smx Pro Tip#1 If several competitors bid on a keyword, and you don't – you're missing something. If a keyword seems really good to you, but none of your competitors bid on it... there's a reason.
- 16. www.semrush.com @seanmalseed @smx Building akeyword list Start from a proven foundation
- 17. www.semrush.com @seanmalseed @smx Combining competitors'experience These three sites have 520 paid keywords in common.
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- 19. www.semrush.com @seanmalseed @smx Cut outirrelevant information 233 shared AND relevant paid keywords.
- 20. www.semrush.com @seanmalseed @smx Pro Tip#2 If a competitor bids on a keyword each month, it converts. They did the trial and error. You just look for their successes.
- 21. www.semrush.com @seanmalseed @smx Expanding thelist Take the top terms from the previous step, and toss it into Google Trends, limited to Product Search.
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- 23. www.semrush.com @seanmalseed @smx Pro Tip#3 Exact match matters! Do all of your research with exact match keywords. Singular and plural keywords should be treated as separate keywords.
- 24. www.semrush.com @seanmalseed @smx Why exactmatch? In this presentation, I've focused on PPC. For example, we find that “buy pro skateboards” converts more than “buy a pro skateboard” If it looks like plural converts way more than non plural, make sure you're bidding on plural.
- 25. www.semrush.com @seanmalseed @smx Why exactmatch? Because Google Keyword Tool is a salesman.
- 26. www.semrush.com @seanmalseed @smx Why exactmatch? Setting Google Keyword Tool for Exact match is simple.
- 27. www.semrush.com @seanmalseed @smx Why exactmatch? You need to accurately compare keywords against each other, without overlapping volume. How to compare apples to oranges? Use exact match... they share broad match volume.
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- 32. www.semrush.com @seanmalseed @smx Recap –the Idea Know your competitors Steal your competitors' experience Use tools to build smart keyword lists Transactional vs. Informational keywords
- 33. www.semrush.com @seanmalseed @smx Recap –the Idea Always use [Exact] match. Whatever you're planning, someone has done something comparable. Don't always trust Google. Remember, they want you to bid on as many keywords as possible.
- 34. www.semrush.com @seanmalseed @smx Recap –The Tools Use your competitors' experience! Here are the tools I covered: SimilarSites.com – Find out who your real transactional competitors are by shared visitors. SEMrush.com – Find out what PPC keywords are successful for your competitors, and use them. MergeWords.com – Quickly get combinations of keywords, great for localizing.
- 35. www.semrush.com @seanmalseed @smx Recap –The Tools Use your competitors' experience! Here are the tools I covered: KeywordToolDominator.com – Find purely transactional keyword using Amazon, eBay and Google Product Search suggestions. KeywordEye.co.uk – Find out what PPC keywords are successful for your competitors, and use them. Google Keyword Tool – Of course, check everything in GKT! Don't trust any one third-party tool 100%
- 36. Thank you! Sean Malseed @semrush @seanmalseed pr.semrush.com/london Freemonth of Agency level service: