This document discusses the benefits of advanced keyword modeling. It provides examples of companies that saw increased revenue through better keyword targeting and optimization. These include a large electronics retailer finding traffic for end-of-life products, a UK travel site matching keywords to top ranking pages, and an ecommerce site optimizing paid and organic performance. The document discusses how keyword modeling can help understand searcher needs and intent to identify new products/services, influence content, and optimize paid search and SEO. It provides examples of keyword segmentation, mapping keywords to actions and pages to improve performance. Overall, the document promotes the business value of advanced keyword research and modeling techniques.

1. Advanced Keyword Modeling
Bill Hunt
Back Azimuth Consulting
@billhunt

2. Realized Benefits
• Large electronics 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!
2

3. Realized Benefits
• UK travel site matched keywords to top
ranking pages swapped less than optimal
current ranking pages.
• $120k incremental revenue in 25 days.
3

4. 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.
4

5. 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
5

6. Advanced Keyword Modeling
• By understanding the search terms and analysis
you can 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

7. Types of Keyword Models
• Missed Opportunity Matrix
• Critical Keyword Performance Monitoring
• Co-Optimization Modeling
• Preferred Landing Page Monitoring & Optimization
• High Ranking & Underperforming
• Searcher Intent Modeling
• EOL Product Opportunity
• Rank Performance Modeling
7

8. Understanding Searchers
@billhunt

9. Understand Query Types
• Informational
– Search Marketing Conferences
• Navigational
– SES San Francisco Agenda
• Transactional
– Register for SES San Francisco

10. Mindset > Goal > Keyword > Projection
• Searchers Mindset:
– Brand Enthusiast
– Functionality Adaptor All searchers either…
• Own a compatible phone
• Own a non-compatible Phone
– Brand Aware • Own a competitors phone
• Do not own a phone
– Brand Agnostic
Global
Mindset Goal Query
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

11. Purchase Cycle & Intent
• Researching product use and information?
• Looking for features and functions?
• Comparing brands?
• Looking for discounts?
• Have they already purchased?

12. Understanding Keyword Qualifiers
Words that help us isolate a specific
opportunity, interest, audience or need
• Upper arm shaper
• Cloud computing deployment strategy
• Underwater photography mask

13. Influence Design & Content
• Sites need 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 Tank Top Body Shaping Strapless Yummie
Denim Slip Whole Body Shaper Cotton Maindenform
Clothing Girdle Tummy Slimming Rayon Spanx
Apparel Legging Toushy Slimmer Best Spanxs
Bottoms Butt Control Quality
Panties Legs Wrap Premium
Bras Bust Smoothing
Dress Thighs
1
3

14. 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

15. Rethinking the experience
• By looking at search query volume &
social media we saw that women talk
about shapewear in the following
buckets of thought:
By Type of Garment By Occasion By Body Type
Tanks Bridal Curvy
Bottoms Maternity Top Heavy
Slips Post-surgery Bottom Heavy
Clothing Business Square/Flat
Night Out/Date
Casual
15

16. Rethinking the experience
• This translates into an experience that
provides the user with progressive levels
of information about shapewear:
User Categories
Garment Type Category
Event/Occasion Tanks
Briefs
Tank Features
Body Shape Slips Compression
Clothing Fit
Bridal Fabrication
Maternity Collections
Post-surgery
Business
Night Out/Date
Curvy
Casual
Top Heavy
Bottom Heavy
16
Square/Flat

17. Integrating Mapping into Keyword Research &
Mapping
@billhunt

18. Brainstorming Keywords
 Brainstorming words are our 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 the following questions:
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 #1 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)

19. 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.

20. Google Webmaster Tools

21. Google Analytics

22. Step 1 – Generate Initial Keyword List
Number of How is are the Research? Good word? Bad?
Research gives
Initial Keyword searches last words performing Purchase? Issues? Landing page URL
you related words
month. elsewhere Service? Recommend
Rank Site
Keyword Related Keyword Demand PPC Type Comments PLP
Data Search
diabetes 375,567
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
22

23. Step 2
Keyword Opportunity
@billhunt

24. 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 actual search query
• Results are “averages” and not exact numbers
https://adwords.google.com/select/KeywordToolExternal 24

25. Google Keyword Suggestion
Select what you want and “download” to Excel or CSV
25

26. WordTracker
Subscription-based keyword research tool that offers a wide selection of
keyword variations and relevance weightings for keywords.
- www.wordtracker.com
26

27. WordStream
Subscription-based keyword research tool that offers a wide selection of
keyword variations, grouping and ad group filters.
- http://www.wordstream.com 27

28. 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
28

29. Google Trends
• Provides a graphical,
relative search
volume comparison.
• Enter in up to 5
search terms.
• Shows related news.
• Free but not
necessarily current
www.google.com/trends

30. Google Insights for Search
• Similar to Google Trends
• Additional unique features
– Compare against a category
– Geographic search volume
maps
– Provides a relative index
measure against all
searches performed on
Google over time.
www.google.com/insights/search/

31. 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

32. Spyfu Recon
• Wide selection of keywords
• Best performing keywords
• Trending keywords
• Competitive performance
• Subscription versions
www.spyfu.com

33. Keyword Prioritization
Prioritization buckets words into
High, Medium and Low categories
Awareness
•Categories used to: High Priority
“Must Have” Keywords
•Control SOV levels on specific
segments in paid search
•Identify priority words for SEO Medium Priority
Keywords that are important but expensive or
work not targeted enough
• Advise content developers on
best words to include in new
content Low Priority
“Nice to haves”
33

34. Keyword Tier Allocation
• Tier 1 keywords get 60% of budget & effort
• Tier 2 keywords get 30% of budget & effort
• Tier 3 keywords get 10% of budget & effort
• 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

35. The New Generation of Keyword Research and
Modeling
@billhunt

36. Step 3
Map to Searcher Actions
@billhunt

37. 98% of budget
100%
Revenue
37

38. 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

39. Step 4
Map to Pages
@billhunt

40. Map to Specific Relevant Pages
• Preferred Landing Pages (PLP’s) are used to match
keywords to the best page for that word or phrase.
40

41. Maximize Keyword Modeling
& Searcher Intent
@billhunt

42. Intent Modeling Overview
Transform large amounts of unstructured
keyword research data into semantic maps of
customer interest
Prioritized keywords Optimized information
1 aligned to business goals 2 Informed messaging strategies 3 architecture and website
and customer interest and creative content
content
42

43. 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?
43

44. Searcher Intent Uses
• Leverage Searcher Intent Modeling for paid
search campaign launches
• Leverage data to inform keyword selection at
the brand level
• Leverage data when looking to identify
content development opportunities
• Leverage data for new product identification
and changes

45. Keyword Segmentation
51% of all queries related to “what is cloud computing”
9/10 first page listings in Google are “What is Cloud
Computing” ”
Segmentation of the Top 100 keywords related to Cloud Computing

46. Content to Satisfy Need
80,000 monthly
“How To” related searches

47. Brand Engagement & Consumer Need
100,0000+ monthly
“Stain Removal”
“Product use” related searches
100,000+ related searches

48. Underperforming Keywords
• Monitor words that are ranking but not getting fair
share of traffic.
48

49. Bad Snippets for Top Ranked Words
Phrase: Blade Servers
Rank: #2 in Google
Searches: 90,500
Est Visits: 1,131* vs. 11,312 potential
Avg CPC: $9.08
Cost of Not Ranking ~ $92k per month
Click rate is typically 1/10th of potential when snippet is not relevant
• Based on Optify’s Click Rate by rank research then Back Azimuth Research of bad snippets impact.
• #2 rank gets on avg 12.1% clicks – bad snipped decreases to 1/10 for 1.2%
49

50. Create Missed Opportunity Models
• 3.75% increase clicks would bring additional 111k
visitors
• Potential for $220k in PPC click costs reduction if
ranked better
50

51. End of Life Product Opportunity
Google Search NS NS Share of
Keyword Phrase Rank Volume Visits Impressions Opportunity 10% 20%
Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600
Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440
Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960
Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420
Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420
Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620
Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620
Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620
Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320
Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880
Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880
Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720
Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720
Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580
Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380
Total 506,500 2459 1.63% 50,650 101,300
Currently many products that have reached EOL are removed from the site yet
there is still consumer interest and many who own that product.
• Fixing EOL landing pages and snippets should deliver
additional 48k visitors per month

52. Keywords that have decreased revenue
• 8% change in revenue monitoring
5
2

53. Searcher Interest
Keyword Modeling
Global Strategies CIM™ Modeling
http://www.globalstrategies.com/services/market-intelligence/consumer-intent-modeling/
@billhunt

54. Step 1 – Review Relevant Sites for Words

55. Step 2 - Collect Related Words around Topic
Source: Google Keyword Suggestion Tool (Exact Match)

56. Segment Keywords into Topic Clusters

57. Use Pivots to Sort the Data
• A majority (58%) of searches in the landscape are dog related,
followed by 25% cat related, and 17% pet related

58. Identify Content Interest & Needs
• 50% of searchers are looking for general info

59. Drill deeper into Specifics
66% of searches related to “pet food” are dog related
Searches on dog food are nearly 2.5 times higher than searches for cat food

60. Understand Topic Nuance
Dog Cat Pet
How your brand thinks, speaks and classifies information can be vastly different
than how your consumers will do it.

61. Align to Social Media
Integrating Social Media Data
@billhunt

62. Alignment to Social Media
• Add Tier 1 keywords to 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

63. Combine Search & Social Data
• Modeled over 9 month period
• Increase in “discussions” in weekend
• Identified interest in “labor day deals” 45 days
earlier
Source: Converseon.com Conversation Miner
63

64. Combine Search & Social Data
• Identified key “interest” destinations targeting by PPC
Source: Converseon.com Conversation Miner
64

65. What are the “Authority Sites?”
• Organic ranking was run against all Tier 1 & 2 + keywords
looking for ranking in the first 10 pages of results
• Below are the top sites that appear for the most keywords
• * No site dominates!
Dominating Domains
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)

66. 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)

67. Enabler – PR & Social Media Integration
• Share Keywords and Landing Pages to ensure integration
• Generates the right links to key pages

68. Audience Identification
@billhunt

69. Identification of Audience
• Leverage CRM and Click to Call systems to help
map keywords to audience Segments
• Capture keywords that drive traffic to pages
with Click to Call or Lead Forms
• Map “Job Function” field to “query field” and
create chart of how many for each roll.

70. Cloud Computing Audience

71. Integrating Paid & Organic Search
[Co-Optimization]
@billhunt

72. Leveraging PPC and SEO Co-Optimization
70
60
60
50
40
30
20
20
10
10
0
To p Listing in P aid and Organic To p Listing in P aid To p Listing in Organic
Per 1000 impressions1
Co-Optimization of PPC and SEO will lead to increased exposure, higher ROI and
reduced costs while maximizing a companies overall presence in the search
results.
72 1. Source: Marketing Sherpa Inc., IT Marketing Metrics Guide, May/2004

73. 89% Increase in Ad Clicks when
Paid and Organic Together
Google Study: Incremental Clicks Impact Of Search Advertising

74. The “Fine Print”
A low value for IAC may occur when the paid and
organic results are both similar and in close
proximity to each other on the search results page.
This increases the likelihood of a user clicking on an
organic result as opposed to a paid result.
Close proximity occurs when the ranking of the
organic result is high, placing it near the paid
results. Organic results triggered by branded search
terms tend to have a higher ranking on average and
this may lead to a low IACvalue.

75. Paid & Organic ROI Review
Negative PPC ROI
Positive PPC ROI
7
5 Source: Converseon.com Conversation Miner

76. 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
• Do we have paid and organic listings for the same
phrases?
• If listed, which sections of the site are represented?
• Does the PPC listing represent the intent of the
searcher?
• Does the Organic listing represent the intent of the
searcher?
• Does the Organic listing represent our best offer?
76

77. Monitor SEO & PPC Collaboration
Fortune 100 company increased PPC efficiency
300% by monitoring SEO & PPC Performance
Fixing snippet in #2 resulted in $24k PPC savings

78. Collaboration or Cannibalization?
• What is the collaborative impact of having
the #1 PPC listing, and the #1 and #2 organic
listing for this phrase?

79. Collaboration or Cannibalization?
12/10/10 79

80. Collaboration or Cannibalization?
12/10/10 80

81. Highest CPC Collaboration
• 0 Top 20 CPC keywords have top 5 ranking and
generate 0 visits to the site
81

82. Highest Media Cost
• Only 6 Top 20 highest Media cost keywords have top
5 ranking

83. 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

84. Thank You!
eMail: bill@whunt.com
Twitter: billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com
@billhunt