The art of keyword categorization for ecommerce by Colleen Clark, Razorfish

The Art of Keyword Categorization for ecommerce

Presented by: Colleen Clark

Case Study: Meet Zappos CEO, Tony Hsieh. He has a Team of Online “Storage Wars” Aficionados looking for that “Wow” Factor.

Mapping Out Categories

Keyword Categorization

Keyword

Brand Unbranded Un-Identified

Brand

GeneralBrand + Product Category

OR?

Men’s

Shoes“men’s work

shoes”

Shoes

Men’s“men’s work

shoes”

1) Paid Search Campaigns & Ad Groups

2) Navigation and Sub-Navigation

3) Keyword Volume & Revenue Analysis

Unidentified Keywords

• Non-English Characters• Typos/Misspellings

• Don’t Discount Valuable Keywords! Always Double Check Your Data for:– Acronyms– Misspellings– New Product or Brand

Names

Making Sense of Everything

• Average Order Value • Conversion Rate % • Revenue Per Visit

Set Category AOV Goals & Take Charge!

That’s Great, Colleen, but how do we speed up the categorization process?

• Use Paid Search Campaigns/Ad Groups• Keep an Index of Your Data and Name

Structure• Use Macros & Excel (Richard Baxter: http://

www.seomoz.org/blog/keyword-research-using-categories)

• Tap into Product Technology

Thank You!

Guest Post @ : http://goo.gl/n9kUt

@Colleen_Clark