Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth Consulting
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- Slide 1
- Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth
Consulting
- Slide 2
- Workshop Materials www.whunt.com/sesnyc/
- Slide 3
- How to use keyword data to Get a raise, bonus, promotion or
better job!
- Slide 4
- 17 years experience in Enterprise Search Co-Author Search
Engine Marketing Inc. Developed Advanced Keyword Management Suite
Bill Hunt & Back Azimuth
- Slide 5
- Advanced Keyword Modeling By understanding the search terms and
analysis you can better understand the needs, wants and intent of
the searcher allowing you to: 1.Understand the voice of the
consumer 2.Effectively map your content with their query and query
intent. 3.Identify new products and services 4.Create and influence
PR & social media opportunities 5.Leverage multiple devices
& locaitons
- Slide 6
- Types of Keyword Models Missed Opportunity Matrix Critical
Keyword Performance Monitoring Co-Optimization Modeling Preferred
Landing Page Monitoring & Optimization Snippet Optimization
Integrate Popular Keywords Into content pages EOL Product Handing
Integrate Relevant Keywords and Landing Pages into PR and Social
Media Product and market research 6
- Slide 7
- Keyword Experience Fail
- Slide 8
- The New Data says 66% of commercial searchers click on paid
listings 53% click the 1 st organic listing 81% of paid listings
dont have organic from same brand 90% of users move between
multiple devices to accomplish a task
- Slide 9
- Why do we underperform? Overreliance on tools It has worked so
far so why change Dont have time or budget It seems too complicated
Cant make changes (company or agency) Keep hidden to keep my
job
- Slide 10
- Current State of Keyword Modeling 100% segment by brand and
non-brand 99% manage Keywords in Excel 75% segment by Business Unit
5% segment by persona 2% segment by purchase cycle 1% segment by
category 1% segment by intent or interest 0% segment by content
type how to for videos 0% segment by device or location Source:
Back Azimuth Consulting October 2012
- Slide 11
- Advanced Keyword Modeling Success Stories
- Slide 12
- Realized Benefits Large computer retailer found significant
traffic for End of Life products that they had no representation
for. Created Pages & PPC ads for each model $400k incremental
revenue in 90 days! 12
- Slide 13
- Realized Benefits UK travel site matched keywords to top
ranking pages swapped less than optimal current ranking pages.
$120k incremental revenue in 25 days. 13
- Slide 14
- Realized Benefits National Instruments uses keyword query
volume to identify new product opportunities. IBM & Siemens use
it to name products Multiple existing and new products have been
released as a result of identifying need/opportunity via keyword
research. 14
- Slide 15
- Realized Benefits Ecommerce site mapped paid and organic Co-
Optimization and found missed opportunities and cannibalization.
$300k in PPC savings in 40 days $250k in SEO revenue in 60 days
15
- Slide 16
- Cost of the Missed SEO Opportunities By integrating keywords
and actioning underperforming words, there is the opportunity to
capture an incremental $408mm in NS influenced revenue Annual Cost
to capture clicks with PPC $62,245,208 Annual Missed Opportunity of
Visits $408,311,924
- Slide 17
- Understanding Queries
- Slide 18
- Navigational Queries Queries where searcher knows what they
want but dont know the place to find information. Opportunity: To
move away from goal destination
- Slide 19
- Informational Queries Queries where searcher wants to know more
about a specific topic. Opportunity: To be in consideration
set
- Slide 20
- Transactional Queries Queries where searcher wants to complete
a specific action such as buy something Opportunity: Sales or other
conversion + Customer Satisfaction
- Slide 21
- Keyword Research & Mapping
- Slide 22
- Brainstorming Keywords Brainstorming words is your starting
point. We take these top- level, general keyword phrases and use
them as the basis of the next set of actions. Start the process by
answering questions related to your business and customers
- Slide 23
- Primary Keyword Sets 1.Make a list of your products, services
and categories of each 2.What do your potential visitors search for
when trying to find your product/services/information? 3.When you
search for your own site, what do you search for 4.What do you want
to be found in the search results for? 5.What terms are currently
driving visits to your site (analytics) 6.What are people searching
for currently on your site? (site search)
- Slide 24
- Keyword Research Process and Tools Review your site content for
targeted keyword phrases. Start with general words and dig deeper
to get more specific phrases that are exact matches. How to Gather
Additional Words and Phrases
- Slide 25
- Mine your Pages for Keywords - Automated Google Keyword
Suggestion tool can review your pages and suggest phrases based on
what they detect on the page and site.
- Slide 26
- Google Webmaster Tools
- Slide 27
- Google Analytics
- Slide 28
- Step 1 Generate Initial Keyword List 28 KeywordRelated
KeywordDemand Rank Data PPC Site Search TypeCommentsPLP diabetes
375,567 diabetes supply58,731 Diabetes symptoms 48,148 Diabetes
diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038
Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes
information 17,345 Juvenile diabetes 17,125 Initial Keyword
Research gives you related words Number of searches last month. How
is are the words performing elsewhere Research? Purchase? Service?
Research? Purchase? Service? Good word? Bad? Issues? Recommend
Landing page URL
- Slide 29
- Keyword Research Worksheet Brainstorm Words Starter phrases
derived from your brainstorm session, from reviewing the site
content, and/or by reviewing competitors Web sites Related
Variations of the keyword phrases from the brainstorming sessions
that contain the Brainstorm Word and gives us an understanding of
the searchers language Searches The relative search volume for each
phrase over the past month (from one of the keyword research tools)
Priority Keywords -- phrases for which you feel your site can and
should achieve a top placement in the search engine results pages
or be a focus of search marketing Preferred Landing Pages (PLPs)
the URLs from your site in which the Recommended Keywords match the
content and those pages for which we can begin to develop optimized
HTML coding recommendations Open Excel and create a worksheet with
the following headings
- Slide 30
- Keyword Research Process and Tools Supplied Words Starter
phrases given to us by the client, from reviewing the site content,
and/or by reviewing competitors Web sites Related Keyword phrases
that contain the Supplied Word and gives us an understanding of the
searchers language Searches number of searches over the past month
(in the global database of KeywordDiscovery) Recommended Keywords
-- phrases for which we feel the client s site can and should
achieve a top placement in the search engine results pages
Preferred Landing Pages (PLPs) the URLs of the client s site in
which the Recommended Keywords match the content and those pages
for which we can begin to develop optimized HTML coding
recommendations Keyword Analysis Overview
- Slide 31
- Keyword Research Process and Tools The Supplied Words are our
starting point. We take these top-level, general keyword phrases
and import them into our keyword database. The results give us a
better understanding of how searchers use this phrase and how
often. Continue to Related Supplied Words
- Slide 32
- Related Keywords The related keywords show us additional
phrases to consider for researching and give us an insight into
which phrases searchers are using. Sometimes a Brainstorm word does
not have any related phrases. This simply means that this term is
either very targeted and no one is searching for it yet, or we have
not targeted the searchers language. This process is valuable in
showing you if you are on target or have missed the targeted
keyword market. You an leverage keyword research tools to add
additional variations and for the next step of understanding
searcher demand for each phrase.
- Slide 33
- Keyword Segmentation
- Slide 34
- ABSOLUT KEYWORD ECOSYSTEM Maximizing search exposure for
critical keyword sets
- Slide 35
- Segmentation of Keywords for Optimal Targeting 35 Hot Medium
Small and Brand keywords Keywords Number of Search Keywords used in
general i.e. heartburn *Cost is high due to high number of
induction. Keywords and phrases representing clear objective i.e.
heartburn treatment. *Cost becomes high due to high bidding
situation of competitors. Keywords and phrases representing more
specific objective effective heartburn treatment *Cost Is
relatively low due to low competition in bidding PopularNiche High
Low *The size of circles represent number of possible induction to
website. This part of keyword searcher might go to competitors Good
chance of exclusive induction from this part of keywords searcher
Target
- Slide 36
- Mindset > Goal > Keyword > Projection Searchers
Mindset: Brand Enthusiast Functionality Adaptor Brand Aware Brand
Agnostic MindsetGoalQuery Global Demand Brand EnthusiastDownload
Conversionsnokia 6630 software2,255 Functionality AdopterThought
Leadershipcell phone search15,120 Brand AwareHandset Switchnokia
cell phone49,701 Brand AgnosticBrand Switch/Startcell
phone2,906,351 All searchers either Own a compatible phone Own a
non-compatible Phone Own a competitors phone Do not own a
phone
- Slide 37
- Purchase Cycle & Intent Researching product use and
information? Looking for features and functions? Comparing brands?
Looking for discounts? Have they already purchased?
- Slide 38
- Understanding Qualifiers Words that help us isolate a specific
opportunity, interest, audience or need Upper arm shaper Cloud
computing deployment strategy Underwater photography mask
- Slide 39
- Product Segments
- Slide 40
- Missed Opportunity by Buy Cycle Cat\Buy Cycle
TotalInspirationDiscoveryDesignPurchaseRelationship Brand Market
Paid Earned Missed0* Branded Technology Market334M38M272M98K1M23M
Paid4M52K4M34834K1,608 Earned200M34M150M6.6K900K15M Missed130M3.5M
(9%)118M (44%) 92K (93% ) 203K (18%)7.7M (34%) Technology
Market610M547M51M826K1.3M10M Paid15M11.5M3.6M11K20K
Earned207M196M5.7M79K58K5M Missed388M339M (62%) 42M (82%) 736K
(89%)1.3M (94%)5M (49%) Identified 111 new insights about the
audience Missing 93% of searchers aware of brand and almost ready
to buy
- Slide 41
- Design Phase IT Managers who are designing systems to manage or
procure them Stencils were on a long page of all stencils vs.
merchandising pages The type of stencil helps understand the
audience and size of company UCS Visio stencils [Designing
Solution] 1234x visio stencil [adding product]
- Slide 42
- Use Buy Cycle Modifiers Leverage sale and buy cycle words -Sale
-Closeout -Upgrade -In stock -Refurbished -Special price
-discount
- Slide 43
- Step 2 Keyword Opportunity
- Slide 44
- Research Demand & Opportunity Leverage one of the keyword
research tools to understand variations of keywords and relative
search volume for each phrase. Use exact or phrase match to get a
closer representation to a natural search query Results are
averages and not exact numbers 44
https://adwords.google.com/select/KeywordToolExternal
- Slide 45
- Keyword Research Process and Tools The related keywords show us
additional phrases to consider researching and give us an insight
into which phrases searchers are using. Sometimes a supplied word
does not have any related phrases. This simply means that this term
is either very targeted and no one is searching for it yet, or we
have not targeted the searchers language. This process is valuable
in showing us if we are on target or have missed the targeted
keyword market. Related Words
- Slide 46
- Research Opportunity 46
https://adwords.google.com/select/KeywordToolExternal
- Slide 47
- Keyword Research Process and Tools The Searches column shows us
the number of times during the previous month that the
corresponding Related keyword was searched for. These numbers come
from the Global Database provided by KeywordDiscovery.
Searches
- Slide 48
- Google Keyword Suggestion 48 Free keyword research tool that
offers a wide selection of keyword variations with local and global
search volume.
https://adwords.google.com/select/KeywordToolExternal
- Slide 49
- Google Keyword Results 49 Select what you want and download to
Excel or CSV
- Slide 50
- WordTracker 50 Subscription-based keyword research tool that
offers a wide selection of keyword variations and relevance
weightings for keywords. -
www.wordtracker.comwww.wordtracker.com
- Slide 51
- WordStream 51 Subscription-based keyword research tool that
offers a wide selection of keyword variations, grouping and ad
group filters. -
http://www.wordstream.comhttp://www.wordstream.com
- Slide 52
- Keyword Discovery 52 Subscription-based keyword research tool
that offers a wide selection of keyword variations and relevance
weightings for keywords. Can save and recall keyword research
projects - www.keyworddiscovery.com
- Slide 53
- Keyword Research Process and Tools Recommended Keywords are
phrases that have been selected as Tier 1 keywords that match up
with the various product or services. The Recommended Keywords
should be mapped to a Preferred Landing Page and targeted for
optimization or can be used during a paid placement campaign.
Recommended Keywords
- Slide 54
- Keyword Selection & Prioritization Keyword phrases are
assigned a priority. This is a relative priority and should match
your business goals, opportunity and available content. These
priorities can change many times during the process but it helps to
focus effort and alignment of resources.
- Slide 55
- Keyword Prioritization 55 Prioritization buckets words into
High, Medium and Low categories Categories used to: Control SOV
levels on specific segments in paid search Identify priority words
for SEO work Advise content developers on best words to include in
new content Awareness High Priority Must Have Keywords Medium
Priority Keywords that are important but expensive or not targeted
enough Low Priority Nice to haves High Priority keywords get 60% of
budget & effort Medium Priority keywords get 30% of budget
& effort Low Priority keywords get 10% of budget & effort
Ensures important words get most exposure
- Slide 56
- Keyword Tier Allocation Tier 1 keywords get 60% of budget Tier
2 keywords get 30% of budget Tier 3 keywords get 10% of budget
Ensures important words get most exposure Focus efforts around Tier
1 copy & metrics with PPC and SEO Review English and local
versions of the phrases
- Slide 57
- Step 3 Map to Searcher Actions
- Slide 58
- Map Keywords to Predefined Actions Segments Use a brainstorming
session to discuss and segment words into appropriate purchase
lifecycle segments to understand how to better align messages. This
will be very helpful later when creating ad groups and messages for
PPC
- Slide 59
- Keyword Strategy Worksheet | Exercise 59
- Slide 60
- Keyword Strategy Worksheet | Exercise 60 Other strategic
segments?
- Slide 61
- Step 4 Map to Pages & Platform
- Slide 62
- Map to Specific Pages 62
- Slide 63
- Preferred Landing Page Mapping The Preferred Landing Page
column is where PLPs are mapped to recommended keywords. If there
is no page to be mapped, there are a couple options to consider: 1.
Does it make sense to create new content in terms of resources? How
much does this potential new traffic mean to you? 2. Should the
keyword be added to the paid campaign instead?
- Slide 64
- Map to Specific Relevant Pages Preferred Landing Pages (PLPs)
are used to match keywords to the best page for that word or
phrase. 64
- Slide 65
- Integrate Popular and Relevant Phrases Conduct Keyword Research
& Modeling for key segments to ensure identification &
integration of relevant keywords into pages Relevant phrases not
integrated into content
- Slide 66
- Current State Performance Once you have your list of keyword
phrases, a Keyword Ranking Report can be run to benchmark a site s
current position in the search results for these phrases. Knowing
how well Preferred Landing Pages are ranking for associated keyword
phrases puts a priority on which pages need to be audited for
optimization or added to your PPC campaign.
- Slide 67
- Additional Research Tools
- Slide 68
- Provides a graphical, relative search volume comparison. Enter
in up to 5 search terms. Shows related news. Free but not
necessarily current Google Trends www.google.com/trends
- Slide 69
- Google Trends Pros Free! Signing into Google account provides
additional detail & features Data is from a large sample of
Internet searches (from Google) Shows related news searches Can
segment by region or subregion Filter by time frame Can run against
websites as well Cons Numbers are purely relational to the query
set No way to export Only preset data filtering Limited to broad,
popular search phrases
- Slide 70
- Keyword Spy Wide selection of keywords Additional unique
features See paid and organic data Export master list of words
Great for competitive analysis and budget planning Free and
Subscription versions www.keywordspy.com
- Slide 71
- Google Suggest Originally a separate testing lab in beta,
rolled into web search August 2008. Search volume inferred based on
order, but no quantifiable value.
- Slide 72
- Google Suggest - Languages Roman characters to Japanese
conversions
- Slide 73
- Google Suggest Pros Free! Data is from Google search data
Provides live suggestions as you type Cons No quantifiable data
Based on typing order
- Slide 74
- UberSuggest Scrapes variations of auto suggest for alphabet and
some symbols http://ubersuggest.org/
- Slide 75
- UberSuggest Scrapes variations of auto suggest for alphabet and
some symbols http://ubersuggest.org/
- Slide 76
- Seed Keywords http://www.seedkeywords.com
- Slide 77
- Maximize Keyword Modeling & Searcher Intent
- Slide 78
- 78 Create Searcher Intent Models Researching potential
searchers keyword variations and assigning them a classification
based on what the searcher may be thinking when they do the search.
Why did they make that query and what do they want? How does the
searchers needs align to business goals?
- Slide 79
- CIM Uses Leverage Consumer Intent Modeling for paid search
campaign launches Leverage CIM data to inform keyword selection at
the brand level Leverage CIM data when looking to identify content
development opportunities CIM data will continue to help answer
search landscape questions at the brand level
- Slide 80
- 80 98% of budget 100% Revenue
- Slide 81
- Keyword Segmentation 9/10 first page listings in Google for
Cloud Computing are What is cloud computing Segmentation of the Top
100 keywords related to Cloud Computing 51% of all queries related
to what is cloud computing
- Slide 82
- Keyword Segmentation 75% of the queries were clothing type +
shapewear Focus PPC messages, social media and content
prioritization Segmentation of the Top 100 keywords related to
Shapewear
- Slide 83
- Searcher Interest Mix-Match 1.Shapewear intimate? 2.Shaping
underwear? 3.Shapewear? 4.Spanx? 5.Girdle? All the above but one
more than the other! What is this a picture of?
- Slide 84
- Consumers Vocabulary Advertisers dont want to call it what it
is Girdle 1.Most volume of any word in category 2.Most descriptive
of any word in category 3.Cheapest CPC of relevant words in
category
- Slide 85
- Influence Design & Content Search needs to use consumers
words Create a taxonomy that can be translated into a content &
search strategy 85 Category Shapewear Denim Clothing Apparel
Category Shapewear Denim Clothing Apparel Garment Tank Top Slip
Girdle Legging Bottoms Panties Bras Dress Garment Tank Top Slip
Girdle Legging Bottoms Panties Bras Dress Body Feature Body Whole
Body Tummy Toushy Butt Legs Bust Thighs Body Feature Body Whole
Body Tummy Toushy Butt Legs Bust Thighs Function Shaping Shaper
Slimming Slimmer Control Wrap Smoothing Function Shaping Shaper
Slimming Slimmer Control Wrap Smoothing Brand Yummie Yummie Tummie
Yummie Life Spanx Spanxs Brand Yummie Yummie Tummie Yummie Life
Spanx Spanxs Feature Strapless Cotton Rayon Best Quality Premium
Feature Strapless Cotton Rayon Best Quality Premium Taxonomy
- Slide 86
- Content to Satisfy Need How To related searches 80,000
monthly
- Slide 87
- Brand Engagement & Consumer Need Stain Removal 100,000+
related searches 100,0000+ monthly Product use related
searches
- Slide 88
- Audience Identification
- Slide 89
- CXO Persona Title: CEO, CFO, CIO Audience Goal: Increase
shareholder wealth Business Goal: Show how the cloud can reduce IT
costs and increase efficiency Interests: Golf, Making Money, Wine,
Travel Targeting Keywords: Cloud computing, golf vacations, cloud
computing benefits
- Slide 90
- Leverage Form & Click to Chat 25 primary cloud computing
keywords Tracked keyword to form data Tracked keyword to click to
chat
- Slide 91
- Cloud Computing Audience Content adjusted for consultants &
IT Managers 40% lift in engagement
- Slide 92
- Consumer Interest Modeling Pets
- Slide 93
- Consumer Intent Modeling | Overview Step 1 - Review the brand
sites, competitor sites, and relevant informational sites for
keywords
- Slide 94
- Consumer Intent Modeling | Overview Review the site for
Trailhead Words 300+ Trailhead Words
- Slide 95
- Consumer Intent Modeling | Overview Step 2 Collect Related
Keywords
- Slide 96
- Consumer Intent Modeling | Overview Step 3 Categorize Master
List of 2,600+ Keywords Topic Subtopic 1 Subtopic 2 Intent Brand
Puppy Kitten Adult Senior Coupon Organic
- Slide 97
- WHAT DID WE FIND?
- Slide 98
- Topic Overview A majority (58%) of searches in the landscape
are dog related, followed by 25% cat related, and 17% pet
related
- Slide 99
- Intent Overview Top Keywords Learn Compare Entertain Shop
- Slide 100
- Food Overview Topic Breakout 66% of searches related to food
are dog related 66% of searches related to food are dog related
Searches on dog food are nearly 2.5 times higher than searches for
cat food Searches on dog food are nearly 2.5 times higher than
searches for cat food
- Slide 101
- Food Overview - Subtopics Purina branded search queries is the
second highest subtopic for both cat and dog food Searchers are
qualifying food searches with a variety of subtopics, with the
Purina brands second to only the General category
- Slide 102
- Food Overview Top Keywords Dog Cat Pet These keywords help to
further illustrate the differences in demand for the different
groups Keyword selection / opportunities for content development
will vary at the brand level, depending on brand offerings /
goals
- Slide 103
- Food Overview Purina Brands Purina branded search queries
represent 18% of all search volume within the food category
- Slide 104
- AUTHORITY SITES ANALYSIS
- Slide 105
- Authority Sites Analysis Value Identify potential targets for
inclusion in PR distribution Identify potential link partners
Identify influential Social Media sites including blogs and forums
Understand authority sites for our target keyword landscape (once
identified)
- Slide 106
- Authority Sites Top Performers Organic ranking was run against
all 2,700+ keywords looking for ranking in the first 10 pages of
results Below are the top sites regarding ranking for our keyword
landscape: Notable domains: Purina.com: 170 ProPlan: 84 Iams: 69
Fancy Feast: 35 LongLiveYourDog: 31 Eukanuba: 20 Purina ONE: 17
Notable domains: Purina.com: 170 ProPlan: 84 Iams: 69 Fancy Feast:
35 LongLiveYourDog: 31 Eukanuba: 20 Purina ONE: 17
- Slide 107
- How Authoritative are you?
- Slide 108
- Align to Social Media
- Slide 109
- Alignment to Social Media Add Tier 1 keywords to social media
monitoring Understand the sentiment of keywords Understand the
context of words Compare search volume conversations and
conversions Identify influential Social Media sites including blogs
and forums for link building
- Slide 110
- Combine Search & Social Data Identified interest in labor
day deals 45 days earlier Identified key interest destinations
targeting via PPC 110
- Slide 111
- 111 Daily Volume of Social Media Messages Mentioning Body
Shaper January 1 January 31, 2012 Jan 16: Volume spike due to free
shipping promotion on Silkies.com
- Slide 112
- 112 Word Cloud of Social Media Content Mentioning Body Shaper
January 1 January 31, 2012
- Slide 113
- Rethinking the experience This translates into an experience
that provides the user with progressive levels of information about
shapewear: User Categories Garment Type Category Bridal Maternity
Post-surgery Business Night Out/Date Casual Tank Features
Compression Fit Material Control Event/Occasion Body Shape Tanks
Briefs Slips Clothing Curvy Top Heavy Bottom Heavy Square/Flat
- Slide 114
- Ad Influence 65% increase in clicks and 48% increase in
conversions after refocusing ads on control
- Slide 115
- Mining for Opportunity [Job Preservation & Security]
- Slide 116
- Low Hanging Fruit Opportunities Traffic & Relevance Missed
Opportunity Matrix - Critical Keyword Performance Monitoring
Preferred Landing Page Monitoring & Optimization Snippet
Optimization Integrate Popular Keywords Into content pages EOL
Product Handing Integrate Relevant Keywords and Landing Pages into
PR and SMaC Infrastructure Ensure key pages are available and
indexed by spiders Segment local country URLs to allow for Google
Geographical Targets 116
- Slide 117
- Missed Opportunity Models 3.75% increase clicks would bring
additional 111k visitors Potential for $220k in PPC click costs
reduction if ranked better
- Slide 118
- Underperforming Keywords Monitor words that are ranking but not
getting fair share of traffic.
- Slide 119
- Bad Snippets for Top Ranked Words 119 Phrase: Blade Servers
Rank: #2 in Google Searches: 90,500 Visits: 504 (.56%) Avg CPC:
$9.08 Phrase: Virtualization Solutions Rank: #2 in Google Searches:
9,900 Visits: 23 (.23%) Avg CPC $8.56
- Slide 120
- Coupon Codes How many search for yours?
- Slide 121
- End of Life Product Opportunity Fixing EOL landing pages and
snippets should deliver additional 50k visitors per month Company
generated $400k in incremental revenue Keyword Phrase Google Rank
Search Volume NS Visits NS Impressions Share of Opportunity10%20%
Model Number Keyword 11368,000200100%0.05%36,80073,600 Model Number
Keyword 2122,20025100%0.11%2,2204,440 Model Number Keyword
3114,80039100%0.26%1,4802,960 Model Number Keyword
4612,1000100%0.00%1,2102,420 Model Number Keyword
5212,100114100%0.94%1,2102,420 Model Number Keyword
619,9000100%0.00%9901,980 Model Number Keyword
739,9000100%0.00%9901,980 Model Number Keyword
818,100373100%4.60%8101,620 Model Number Keyword
918,1001,548100%19.11%8101,620 Model Number Keyword
1018,1000100%0.00%8101,620 Model Number Keyword
1116,6000100%0.00%6601,320 Model Number Keyword
1214,4000100%0.00%440880 Model Number Keyword
1324,4000100%0.00%440880 Model Number Keyword
1423,60042100%1.17%360720 Model Number Keyword
1513,60045100%1.25%360720 Model Number Keyword
1612,9000100%0.00%290580 Model Number Keyword
1712,9000100%0.00%290580 Model Number Keyword
1812,90026100%0.90%290580 Model Number Keyword
1911,90047100%2.47%190380 Total506,50024591.63%50,650101,300
- Slide 122
- Sort Products - Margin
- Slide 123
- Predicting Opportunity
- Slide 124
- Source: Optify 2012 - http://www.optify.net/inbound-marketing-
resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-
curve
- Slide 125
- Source: Back Azimuth Keyword Management System Your Data and
235 Filters?
- Slide 126
- Source: Back Azimuth Keyword Management System Does it change
by Persona?
- Slide 127
- Mine Needs & Wants
- Slide 128
- Use Site Search Questions for Content 27,211 questions
identified in database 600,012 on-site searches for questions How
10,240 What - 6,333 Can (I or We) 6,162 Where 2,116 When 1,505 60%
of queries had NO RESULTS
- Slide 129
- Monetizing Questions 600,012 site searches annually 15%
identified as directly merchandisable 35% potentially
merchandisable Average Sale $200 10% conversion rate $4.5 Million
Annual Incremental
- Slide 130
- Integrating Paid & Organic Search [Co-Optimization]
- Slide 131
- Balance between Organic Search with Paid Search Key Motivators
to Integrate: Paid Search is expensive Change the website take time
to update Once rankings achieved transfer paid search budget to
organic optimization activities Long Term Objectives Reduce the
paid search increase top ranking on natural search (advertising
efficiency) If you loose the top ranking raise paid search to
maintain the exposure
- Slide 132
- Co-Optimization Objectives To increase the efficiency of a
companies Search programs by leveraging co-optimization
opportunities with paid and organic search. To identify missed
opportunities for exposure due to irrelevant snippets, lack of
ranking, mixed messages and segment cannibalization To refine and
develop a scalable process and management system to scale
co-optimization across business units and geographies. We are not
trying to eliminate the need for PPC but ensure we are maximizing
its use as strategically and tactically as possible. 132
- Slide 133
- What is the current state? For the target set of keywords,
understand the current state for each of the phrases by answering
the following questions 1.Do we have paid and organic listings for
the same phrases? 2.If listed, which sections of the site are
represented? 3.Does the PPC listing represent the intent of the
searcher? 4.Does the Organic listing represent the intent of the
searcher? 5.Does the Organic listing represent our best offer?
- Slide 134
- Cannibalization or Collaboration?
- Slide 135
- Collaboration or Cannibalization? What is the collaborative
impact of having the #1 PPC listing, and the #1 and #2 organic
listing for this phrase?
- Slide 136
- Paid & Organic ROI Review Negative PPC ROI Positive PPC ROI
Table format inspired by Brad Geddes at
http://certifiedknowledge.org
- Slide 137
- Highest CPC Collaboration 0 Top 20 CPC keywords have top 5
ranking and generate 0 visits to the site
- Slide 138
- Collaboration or Cannibalization? 12/10/10138
- Slide 139
- Collaboration or Cannibalization? 12/10/10139
- Slide 140
- Example: Poweredge Servers What is the collaborative impact of
having the #1 PPC listing, and the #1 and #2 organic listing for
this phrase? 140
- Slide 141
- Sync Paid and Organic Messages Double the exposure of single
entries Make them complimentary Leverage Partners Leverage
ShelfSpace 141
- Slide 142
- Monitor SEO & PPC Collaboration Demonstrate the
collaboration of PPC and SEO Use SEO to reduce clicks on high CPC
keywords Fortune 100 company increased PPC efficiency 300% by
monitoring SEO & PPC Performance
- Slide 143
- Integrated Keyword Performance Modeling What keywords are
really converting in paid and organic? What are low-hanging fruit
that can be optimized? What is the cannibalization effect of paid
and organic? Leverage the partnership with Neo to drive an improved
performance Fixing copy on #1 organic listing saved $24k in 1 st
month
- Slide 144
- Highest Media Cost
- Slide 145
- Key steps to Successful Modeling Understand the intent of the
user queries Understand the real performance of keywords Understand
the context of keywords Classify keywords in logical segments to
enable classification and modeling Do anything other than just
collecting in Excel
- Slide 146
- Questions? Bill Hunt bill@back-azimuth.com @billhunt
- Slide 147
- Free Month of Keyword Management Contact Back Azimuth and
reference the code SESNYC12 For a free month of access to our
keyword management tool. www.back-azimuth.com