Advanced Keyword Modeling
Workshop
Bill Hunt
Back Azimuth Consulting
Workshop Materials
www.whunt.com/sesnyc/
How to use keyword data to…
Get a raise, bonus, promotion or
better job!
Bill Hunt & Back Azimuth
• 17 years experience in Enterprise
Search
• Co-Author – Search Engine
Marketing Inc.
• Developed Advanced Keyword
Management Suite
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
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
Keyword Experience Fail
The “New Data” says…
• 66% of commercial searchers click on paid
listings
• 53% click the 1st organic listing
• 81% of paid listings don’t have organic
from same brand
• 90% of users move between multiple
devices to accomplish a task
Why do we underperform?
•
•
•
•
•
•
Overreliance on tools
It has worked so far so why change
Don’t have time or budget
It seems too complicated
Can’t make changes (company or agency)
Keep hidden to keep my job
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
Advanced Keyword Modeling
Success Stories
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
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
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
Realized Benefits
• Ecommerce site mapped paid and organic “CoOptimization” and found missed opportunities and
cannibalization.
• $300k in PPC savings in 40 days
• $250k in SEO revenue in 60 days
15
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
Annual Missed Opportunity of Visits
$62,245,208
$408,311,924
Understanding Queries
Navigational Queries
• Queries where searcher knows what they want
but don’t know the place to find information.
Opportunity: To move away from goal destination
Informational Queries
• Queries where searcher wants to know more
about a specific topic.
Opportunity: To be in consideration set
Transactional Queries
• Queries where searcher wants to complete a
specific action such as buy something
Opportunity:
Sales or other conversion + Customer Satisfaction
Keyword Research & Mapping
Brainstorming Keywords
 Brainstorming words is your starting point. We take these toplevel, 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
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)
Keyword Research Process and Tools
How to Gather Additional Words and Phrases
Review your site
content for targeted
keyword phrases.
Start with general
words and dig deeper
to get more specific
phrases that are exact
matches.
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.
Google Webmaster Tools
Google Analytics
Step 1 – Generate Initial Keyword List
Number of
Research gives
Initial Keyword
searches last
you related words
month.
Keyword
Related Keyword
Demand
How is are the
words performing
elsewhere
Rank
Data
PPC
Research? Good word? Bad?
Purchase?
Issues?
Service?
Recommend
Site
Search
Type
Comments
Landing page URL
PLP
375,567
diabetes
diabetes supply
58,731
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
28
Keyword Research Worksheet
Open Excel and create a worksheet with the following headings
•
•
•
•
•
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
Keyword Research Process and Tools
Keyword Analysis Overview
•
•
•
•
•
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 Research Process and Tools
Supplied Words
 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…
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.
Keyword Segmentation
ABSOLUT KEYWORD ECOSYSTEM
• Maximizing search exposure for critical keyword sets
• This is for the a set of keyword
phrases related to vodka
• The set of Absolut brand phrases
that help inform about the brand
• Vodka
• Premium Vodka
• Absolut
• Absolut Vodka
• Absolut Citron
Vodka
Absolut
Vodka Flavors
Absolut Drinks
• Keywords related to vodka
• flavors and attributes
• Keywords related to drinks that
contain Absolut Vodka
• Lemon flavored vodka
• Vanilla flavored vodka
• Espresso Martini
• Cosmopolitan
Segmentation of Keywords for Optimal Targeting
High
Keywords used in general
i.e. “heartburn”
*Cost is high due to high number of induction.
Number of Search
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
Hot
Medium
Low
Small and Brand keywords
*The size of circles represent number of possible induction to website.
Popular
This part of keyword searcher
might go to competitors
Keywords
Good chance of exclusive induction
from this part of keywords searcher
Niche
Target
35
Mindset > Goal > Keyword > Projection
• Searchers Mindset:
– Brand Enthusiast
– Functionality Adaptor
– Brand Aware
– Brand Agnostic
Mindset
All searchers either…
• Own a compatible phone
• Own a non-compatible Phone
• Own a competitors phone
• Do not own a phone
Goal
Query
Global
Demand
Brand Enthusiast
Download Conversions
nokia 6630 software
2,255
Functionality Adopter
Thought Leadership
cell phone search
15,120
Brand Aware
Handset Switch
nokia cell phone
49,701
Brand Agnostic
Brand Switch/Start
cell phone
2,906,351
Purchase Cycle & Intent
•
•
•
•
•
Researching product use and information?
Looking for features and functions?
Comparing brands?
Looking for discounts?
Have they already purchased?
Understanding Qualifiers
Words that help us isolate a specific
opportunity, interest, audience or need
• Upper arm shaper
• Cloud computing deployment strategy
• Underwater photography mask
Product Segments
Missed Opportunity by Buy Cycle
Cat\Buy Cycle
Total
Inspiration
Discovery
Design
Purchase
Relationship
Market
Brand
Branded
Technology
Technology
Paid
Earned
Missed
0*
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%)
203K (18%)
7.7M (34%)
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%)
736K (89%)
1.3M (94%)
5M (49%)
42M
(82%)
92K
(93%)
Identified 111 “new insights” about the audience
Missing 93% of searchers aware of brand and almost ready to buy
“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]
Use Buy Cycle Modifiers
Leverage sale and buy cycle words
-
Sale
Closeout
Upgrade
In stock
Refurbished
Special price
discount
Step 2
Keyword Opportunity
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
https://adwords.google.com/select/KeywordToolExternal
44
Keyword Research Process and Tools
Related Words
• 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.
Research Opportunity
https://adwords.google.com/select/KeywordToolExternal
46
Keyword Research Process and Tools
Searches
• 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.
Google Keyword Suggestion
Free keyword research tool that offers a wide selection of keyword
variations with local and global search volume.
https://adwords.google.com/select/KeywordToolExternal
48
Google Keyword Results
Select what you want and “download” to Excel or CSV
49
WordTracker
Subscription-based keyword research tool that offers a wide selection
of keyword variations and relevance weightings for keywords.
- www.wordtracker.com
50
WordStream
Subscription-based keyword research tool that offers a wide selection
of keyword variations, grouping and ad group filters.
- http://www.wordstream.com
51
Keyword Discovery
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
52
Keyword Research Process and Tools
Recommended Keywords
• 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.
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.
Keyword Prioritization
Prioritization buckets words into
High, Medium and Low categories
•Categories used to:
•Control SOV levels on specific
segments in paid search
Awareness
High Priority
“Must Have” Keywords
Medium Priority
•Identify priority words for SEO
work
Keywords that are important but expensive or
not targeted enough
• Advise content developers on
best words to include in new
content
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
55
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
Step 3
Map to Searcher Actions
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
Keyword Strategy Worksheet | Exercise
59
Keyword Strategy Worksheet | Exercise
Other strategic segments?
60
Step 4
Map to Pages & Platform
Map to Specific Pages
62
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?
Map to Specific Relevant Pages
• Preferred Landing Pages (PLP’s) are used to match
keywords to the best page for that word or phrase.
64
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
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.
Additional Research Tools
Google Trends
•
•
•
•
Provides a graphical, relative search volume comparison.
Enter in up to 5 search terms.
Shows related news.
www.google.com/trends
Free but not necessarily current
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
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
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.
Google Suggest - Languages
• Roman characters to Japanese conversions
Google Suggest
• Pros
– Free!
– Data is from Google search data
– Provides live suggestions as you type
• Cons
– No quantifiable data
– Based on typing order
UberSuggest
Scrapes variations of “auto suggest” for
alphabet and some symbols
http://ubersuggest.org/
UberSuggest
Scrapes variations of “auto suggest” for
alphabet and some symbols
http://ubersuggest.org/
Seed Keywords
http://www.seedkeywords.com
Maximize Keyword Modeling
& Searcher Intent
Create Searcher Intent Models
• Researching potential searcher’s 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 searcher’s needs align to business goals?
78
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
98% of budget
100%
Revenue
80
Keyword Segmentation
51% of all queries related to “what is cloud computing”
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
Keyword Segmentation
Segmentation of the Top 100 keywords related to Shapewear
• 75% of the queries were “clothing type + shapewear”
• Focus PPC messages, social media and content prioritization
Searcher Interest Mix-Match
What is this a picture of?
1. Shapewear intimate?
2. Shaping underwear?
3. Shapewear?
4. Spanx?
5. Girdle?
All the above – but one
more than the other!
Consumer’s Vocabulary
Advertisers don’t want to call it what it is… Girdle
1.
2.
3.
Most volume of any word in category
Most descriptive of any word in category
Cheapest CPC of relevant words in category
Influence Design & Content
• Search needs to use consumer’s words
• Create a taxonomy that can be translated into
a content & search strategy
Taxonomy
Category
Garment
Body Feature
Function
Feature
Brand
Shapewear
Denim
Clothing
Apparel
Tank Top
Slip
Girdle
Legging
Bottoms
Panties
Bras
Dress
Body
Whole Body
Tummy
Toushy
Butt
Legs
Bust
Thighs
Shaping
Shaper
Slimming
Slimmer
Control
Wrap
Smoothing
Strapless
Cotton
Rayon
Best
Quality
Premium
Yummie
Yummie
Tummie
Yummie Life
Spanx
Spanxs
8
5
Content to Satisfy Need
80,000 monthly
“How To” related searches
Brand Engagement & Consumer Need
100,0000+ monthly
“Stain
Removal”
“Product use”
related
searches
100,000+ related searches
Audience Identification
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
Leverage Form & Click to Chat
• 25 primary cloud computing keywords
• Tracked keyword to form data
• Tracked keyword to click to chat
•
Cloud Computing Audience
Content adjusted for consultants
& IT Managers
40% lift in engagement
Consumer Interest Modeling
Pets
Consumer Intent Modeling | Overview
Step 1 - Review the brand sites,
competitor sites, and relevant
informational sites for keywords
Consumer Intent Modeling | Overview
Review the site for Trailhead
Words
300+ Trailhead Words
Consumer Intent Modeling | Overview
Step 2 – Collect Related
Keywords
Consumer Intent Modeling | Overview
Step 3 – Categorize Master List of 2,600+ Keywords
Topic
Puppy
Subtopic 1
Kitten
Subtopic 2
Adult
Intent
Senior
Brand
Coupon
Organic
WHAT DID WE FIND?
Topic Overview
• A majority (58%) of searches in the landscape
are dog related, followed by 25% cat related,
and 17% pet related
Intent Overview – Top Keywords
Learn
Compare
Entertain
Shop
Food Overview – Topic Breakout
66% of searches related to food
are dog related
Searches on dog food are nearly
2.5 times higher than searches
for cat food
Food Overview - Subtopics
Searchers are qualifying food
searches with a variety of subtopics,
with the Purina brands second to
only the General category
Purina branded search queries is the
second highest subtopic for both cat
and dog food
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
Food Overview – Purina Brands
Purina branded search queries represent
18% of all search volume within the ‘food’
category
AUTHORITY SITES ANALYSIS
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)
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
How Authoritative are you?
Align to Social Media
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
Combine Search & Social Data
• Identified interest in “labor day deals” 45 days earlier
• Identified key “interest” destinations targeting via PPC
110
•
Share of Messages
6.00%
5.00%
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
4.00%
3.00%
2.00%
1.00%
0.00%
1/1 1/3 1/5 1/7 1/9 1/11 1/13 1/15 1/17 1/19 1/21 1/23 1/25 1/27 1/29 1/31
111
•
Word Cloud of Social Media Content Mentioning Body Shaper
•
January 1 – January 31, 2012
112
Rethinking the experience
• This translates into an experience that
provides the user with progressive levels
of information about shapewear:
User Categories
Category
Garment Type
Event/Occasion
Body Shape
Tanks
Briefs
Slips
Clothing
Bridal
Maternity
Post-surgery
Business
Night
CurvyOut/Date
Casual
Top
Heavy
Bottom Heavy
Square/Flat
Tank Features
Compression
Fit
Material
Control
Ad Influence
65% increase in clicks and 48% increase in conversions after
refocusing ads on “control”
Mining for Opportunity
[Job Preservation & Security]
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 URL’s to allow for Google Geographical Targets
116
Missed Opportunity Models
• 3.75% increase clicks would bring additional 111k visitors
• Potential for $220k in PPC click costs reduction if ranked better
Underperforming Keywords
• Monitor words that are ranking but not getting fair share of traffic.
Bad Snippets for Top Ranked Words
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
119
Coupon Codes
How many search for yours?
End of Life Product Opportunity
Keyword Phrase
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Model
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Number
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Total
Google
Rank
1
1
1
6
2
1
3
1
1
1
1
1
2
2
1
1
1
1
1
Search
Volume
368,000
22,200
14,800
12,100
12,100
9,900
9,900
8,100
8,100
8,100
6,600
4,400
4,400
3,600
3,600
2,900
2,900
2,900
1,900
506,500
NS
Visits
200
25
39
0
114
0
0
373
1,548
0
0
0
0
42
45
0
0
26
47
2459
NS
Impressions
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
Share of
Opportunity
0.05%
0.11%
0.26%
0.00%
0.94%
0.00%
0.00%
4.60%
19.11%
0.00%
0.00%
0.00%
0.00%
1.17%
1.25%
0.00%
0.00%
0.90%
2.47%
1.63%
10%
36,800
2,220
1,480
1,210
1,210
990
990
810
810
810
660
440
440
360
360
290
290
290
190
50,650
20%
73,600
4,440
2,960
2,420
2,420
1,980
1,980
1,620
1,620
1,620
1,320
880
880
720
720
580
580
580
380
101,300
• Fixing EOL landing pages and snippets should deliver additional 50k visitors
per month
• Company generated $400k in incremental revenue
Sort Products - Margin
Predicting Opportunity
Source: Optify 2012 - http://www.optify.net/inbound-marketingresources/new-study-how-the-new-face-of-serps-has-altered-the-ctrcurve
Your Data and 235 Filters?
Source: Back Azimuth Keyword Management System
Does it change by Persona?
Source: Back Azimuth Keyword Management System
Mine Needs & Wants
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
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
Integrating Paid & Organic Search
[Co-Optimization]
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
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
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?
Cannibalization or Collaboration?
Collaboration or Cannibalization?
• What is the collaborative impact of having the #1
PPC listing, and the #1 and #2 organic listing for
this phrase?
Paid & Organic ROI Review
Negative PPC ROI
Positive PPC ROI
Table format inspired by Brad Geddes at http://certifiedknowledge.org
Highest CPC Collaboration
• 0 Top 20 CPC keywords have top 5 ranking and generate
• 0 visits to the site
Collaboration or Cannibalization?
12/10/10
138
Collaboration or Cannibalization?
12/10/10
139
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
Sync Paid and Organic Messages
• Double the exposure of
single entries
• Make them
complimentary
• Leverage “Partners”
• Leverage “ShelfSpace”
141
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
Integrated Keyword Performance Modeling
Fixing copy on #1 organic listing saved
$24k in 1st month
• 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
Highest Media Cost
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
Questions?
Bill Hunt
bill@back-azimuth.com
@billhunt
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