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March 3, 2015
Keyword Research for Better Content Creation & Audience Engagement
Bill Hunt
President
Back Azimuth Consulting
@billhunt
searchmarketingexpo.com
@BillHunt #SMX #12A
• Identify all products and product categories • Understand the interest of the searcher • Map to the full buy cycle • Gather keyword demand • Identify anomalies in data • Develop share of search model • Close content gaps
Key Steps to Keyword Greatness
searchmarketingexpo.com
@BillHunt #SMX #12A
What do we sell?
Develop the master list of all products and services
searchmarketingexpo.com
@BillHunt #SMX #12A
Words that help us isolate a specific opportunity, interest, audience or need
12 year old whisky Cloud computing deployment strategy Underwater photography mask 50 bottle dual zone wine cooler
Understanding Keyword Qualifiers
searchmarketingexpo.com
@BillHunt #SMX #12A
Detail all Product Attributes
Should be as descriptive as possible
searchmarketingexpo.com
@BillHunt #SMX #12A
What does the searcher want?
1. They know about whisky age and quality
2. They know about whisky blends
3. They want “whisky” and not “Bourbon”
4. They do not have an immediate brand affinity
5. They are price sensitive
What can we deduce about this searcher?
searchmarketingexpo.com
@BillHunt #SMX #12A
Cloud Computing Qualifiers Model
9/10 first page listings in are “What is cloud computing”
65% of all queries related to “what is cloud computing”
searchmarketingexpo.com
@BillHunt #SMX #12A
Add Buy Cycle Modifiers
Leverage sale and buy cycle words
- Buy
- Sale
- Closeout
- Upgrade
- In stock
- Refurbished
- Special price
- Discount
What do they use when they want to buy?
searchmarketingexpo.com
@BillHunt #SMX #12A
Focus on the Money
Focus on most valuable terms – high margin
Where do you make the most money?
searchmarketingexpo.com
@BillHunt #SMX #12A
Keyword Strategy Worksheet
searchmarketingexpo.com
@BillHunt #SMX #12A
Keyword Strategy Worksheet Pt2
Get worksheet at www.whunt.com/smx
searchmarketingexpo.com
@BillHunt #SMX #12A
Typical
Spirits Cycle
Searcher Questions
Brand can
highlight
By
showing
Biz Objective
• What is Irish
Whiskey?
• What is the best
vodka?
• How to make a
Cosmo?
Overview of products
and spirit categories
• Product
Attributes
• Lifestyle
Integration
• Cocktail Options
Intro Brand/Product
• What is the best
18 year Whisky?
• Jameson vs.
Bushmills
Content to show
brand value and
connect with
consumers
• Product
Quality &
Attributes
• Market
Leadership
Frame the
Dialogue
• Absolut Citron
• Jameson Black
Barrel
• Product quality
• Integration
with Lifestyle
• Product Info
• Cocktails
• Lifestyle
Be Considered
• Absolut Warhol
Price
• Where to buy Chivas
18
• Price ranges
• Product
Options
• Product Value
• Where to buy
• Direct link to
buy
Convert to sale
• Chivas Facebook
• Absolut Events
• Cocktails with
Kahlua
• Ways to keep
in contact
• Events
• Social Media
• Campaigns
Expand Loyalty
Awareness Consideration Preference Purchase Loyalty
Searcher Content Requirements
searchmarketingexpo.com
@BillHunt #SMX #12A
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]
Found New “Design Phase”
searchmarketingexpo.com
@BillHunt #SMX #12A
Missed Share of Search Model
Cat\Buy Cycle Total Inspiration Discovery Design Purchase Relationship
Brand
Market
Paid
Earned
Missed 0*
Branded
Technology
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Earned 200M 34M 150M 6.6K 900K 15M
Missed 130M 3.5M (9%) 118M (44%) 92K (93%) 203K (18%) 7.7M (34%)
Technology
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Earned 207M 196M 5.7M 79K 58K 5M
Missed 388M 339M (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
searchmarketingexpo.com
@BillHunt #SMX #12A
Search Cluster - Age
54% of queries for 25 Years or older
searchmarketingexpo.com
@BillHunt #SMX #12A
How are they searching to buy?
Search Cluster – Brand + Purchase
searchmarketingexpo.com
@BillHunt #SMX #12A
No Mention of
price
searchmarketingexpo.com
@BillHunt #SMX #12A
searchmarketingexpo.com
@BillHunt #SMX #12A
Cluster – Branded Promo Items Adding Whisky Stones to giveaway
increased signup by 124%
searchmarketingexpo.com
@BillHunt #SMX #12A
Provide content based on consumer interests…
Map The Content Experience
By Blend
Irish Whiskey
Bourbon
Single Malt
Canadian Whisky
By Age
25 Year Old
30 Year Old* for birthday
50 Year Old* for birthday
18 Year Old
By How to Drink
How to drink whiskey
How to drink Scotch
Whisky drinks
searchmarketingexpo.com
@BillHunt #SMX #12A
600,000 question related searches (can, how, where) 27,211 different questions asked 124,023 “asks” on Social Media 15% of questions could lead to an up or cross sell
Deep Dive into Site Search Data
60% of questions
NO RESULTS
searchmarketingexpo.com
@BillHunt #SMX #12A
200 new pieces of content developed – Optimized and Ranked in Search Engines Social Media team monitoring and outreach Average Sale $200 @ 10% immediate conversion
$4.5 Million Incremental Revenue
Monitizing the Questions
searchmarketingexpo.com
@BillHunt #SMX #12A
Less Whining and More Doing
Segmenting & Weighting – what and what should we focus our
resources?
Insights – Understand the “real performance” of keywords
Collaborate - Share keywords and data between BU functions
Key Actions
searchmarketingexpo.com
@BillHunt #SMX #12A