1. ionSearch 2012
Roland Dunn
Refined Practice

2. Killer Keyword Research
© 2007-2012 Roland Dunn

3. Keyword Research =
© 2007-2012 Roland Dunn

4. Keyword Research = Relevance Analysis =
© 2007-2012 Roland Dunn

5. Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn

6. 2007: Google not seen 1 in 4 search queries
© 2007-2012 Roland Dunn

7. 2011 (March): Google not seen 1 in 5 search queries
© 2007-2012 Roland Dunn

8. March 2011: Google has never seen 20% of queries before
© 2007-2012 Roland Dunn

9. March 2011: Google has never seen 20% of queries before
© 2007-2012 Roland Dunn

10. March 2011: Google has never seen 20% of queries before
(yes, really)
© 2007-2012 Roland Dunn

11. © 2007-2012 Roland Dunn

12. It’s very long
© 2007-2012 Roland Dunn

13. pearl wedding jewellery
cheap laptops
wedding jewellery pearls cheap laptops uk
wedding pearls cheapest laptops
wedding pearl jewellery laptops cheap
pearl jewellery wedding cheap laptop computers
wedding jewellery pearl cheap laptops online
pearl wedding jewelry cheapest laptops uk
pearl wedding jewelery cheap good laptops
wedding jewelry pearls
wedding pearls jewellery
(and many, many more)
© 2007-2012 Roland Dunn

14. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
© 2007-2012 Roland Dunn

15. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
© 2007-2012 Roland Dunn

16. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
© 2007-2012 Roland Dunn

17. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
Answer:
1. Understand the concepts, objects, things behind the queries
2. Understand the relationships between these things
3. Structure your digital presence around that demand
© 2007-2012 Roland Dunn

18. © 2007-2012 Roland Dunn

19. Eight different search queries
© 2007-2012 Roland Dunn

20. Eight different search queries
All for the same thing: “outdoor clothing”
© 2007-2012 Roland Dunn

21. ski jackets 41,195
ski jacket 9,999
skiing jackets
Ski Jackets 2,391
mens ski jackets 1,539
Mens Ski Jackets
men ski jackets 1,012
ladies ski jackets 2,840
ladies ski jacket Ladies and Womens Ski Jackets 1,445
women's ski jackets 1,409
© 2007-2012 Roland Dunn

22. Outdoor Clothing
Four types of “demand” (clusters of demand)
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn

23. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn

24. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
© 2007-2012 Roland Dunn

25. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
© 2007-2012 Roland Dunn

26. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
• Structure itself matches demand
© 2007-2012 Roland Dunn

27. © 2007-2012 Roland Dunn

28. © 2007-2012 Roland Dunn

29. Relevance Analysis can go to the core of your organisation
© 2007-2012 Roland Dunn

30. Relevance Analysis can require significant change ...
© 2007-2012 Roland Dunn

31. Relevance Analysis can require significant change ...
And therefore need real commitment from senior management
© 2007-2012 Roland Dunn

32. © 2007-2012 Roland Dunn

33. Sources of Search Data
© 2007-2012 Roland Dunn

34. Experian Hitwise:
• More than 8 million UK internet users
© 2007-2012 Roland Dunn

35. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
© 2007-2012 Roland Dunn

36. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
• Expensive, but ...
© 2007-2012 Roland Dunn

37. Google Adwords Keyword Tool:
© 2007-2012 Roland Dunn

38. Google Adwords Keyword Tool:
• Free
© 2007-2012 Roland Dunn

39. Google Adwords Keyword Tool:
• Free
• Adwords focused data
© 2007-2012 Roland Dunn

40. Google Adwords Keyword Tool:
• Free
• Adwords focused data
• Time-consuming extracting significant volumes
© 2007-2012 Roland Dunn

41. © 2007-2012 Roland Dunn

42. What’s Coming?
© 2007-2012 Roland Dunn

43. What’s Coming?
© 2007-2012 Roland Dunn

44. What’s Coming?
Loss of understanding what we are relevant to?
© 2007-2012 Roland Dunn

45. What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
© 2007-2012 Roland Dunn

46. What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
Leave us with just Google Adwords Keyword Tool?
© 2007-2012 Roland Dunn

47. Need to develop other approaches to analyse Relevance?
© 2007-2012 Roland Dunn

48. Keyword Research =
© 2007-2012 Roland Dunn

49. Keyword Research = Relevance Analysis =
© 2007-2012 Roland Dunn

50. Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn

51. Online Branding: Natural Search:
http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/
T: @RefinedPractice T: @roland_dunn
Slides Available At:
http://www.cloudshapes.co.uk/talks/
© 2007-2012 Roland Dunn