Popular session from OMS San Diego 2012 taking about Analyzing Queries to Find Revenue Opportunities

1. Analyzing Queries to Find
Revenue Opportunities
Bill Hunt
Back Azimuth Consulting
SES Accelerator – San Diego 2012

2. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Back Azimuth Consulting
• Description. The leading search marketing conference in Europe and
continues to get bigger and better year-on-year. Bringing together the
industry's brightest minds and most seasoned practitioners.
• Learn how to optimise your web site for the most efficient crawling and
indexing. Use keyword analysis to discover top converting words and
phrases for optimum conversion.
• Make link building for super ranking at the major search engines second
nature. Tackle local, mobile, video, analytics and social media like a
marketing Ninja.
• For more info please visit www.back-azimuth.com
@billhunt

3. Keyword Research
Oversimplified Basics
(5 Slides)

4. 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)

5. 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
5

6. 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.

7. Google Keyword Suggestion
Select what you want and “download” to Excel or
CSV 7

8. 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”
8

9. 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

10. Types of Keyword Models
• Missed Opportunity Matrix
• Critical Keyword Performance Monitoring
• Needle in the Haystack Model
• Co-Optimization Modeling
• Preferred Landing Page Monitoring & Optimization
• High Ranking & Underperforming
• Searcher Intent Modeling
• EOL Product Opportunity
• Rank Performance Modeling
• Keyword Cluster & Authority Modeling
10

11. 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!
11

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.
12

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.
13

14. 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
14

15. Understanding Searchers

16. Understand Query Types
• Informational
– Digital Marketing Conferences
• Navigational
– DomainFest Agenda
• Transactional
– Register for DomainFest Global Santa Monica

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

18. 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

19. 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

20. Searcher Interest Mix-Match
What is this a picture of?
1. Girdle
2. Shapewear
3. Shaping underwear
4. Shapewear intimates

21. Consumer’s Vocabulary
Advertisers don’t want to call it what it is…
1. Most volume of any word in category
2. Most descriptive of any word in category
3. Cheapest CPC of relevant words in category

23. Keyword Research &
Content Mapping

24. Typical Process

25. Category/Interest Segmentation
Segment by features, function, types – anything that
allows you to understand searcher’s mindset

26. 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

27. Influence Design & Content
• Sites need to match searches with
content
• 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
2
7

28. 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
28

29. 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
29
Square/Flat

30. Site and Content Changes

31. The New Generation of
Keyword Research and
Modeling

32. Map to Searcher Actions

33. 98% of budget
100%
Revenue
33

34. 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

35. Maximize Keyword Modeling
& Searcher Intent

36. 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?
36

37. 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

38. SAT Test Prep

39. SAT Cluster
71% of all related searches are for “SAT” are “non-prep”
related terms
8% are related to “Section Specific Prep Materials”
7% are related to “Sample Tests and Sample Questions”

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

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

42. Category Authority

43. What are the “Authority
Sites?”
• Organic ranking was run against all 1700pet food
related keywords looking for ranking in top 10
• Below are the top sites that appear for the most
keywords
Dominating Domains
• * No site dominates!
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)

44. How Authoritative are you?

45. 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)

46. Mining for Opportunities

47. Create Missed Opportunity Models
• 3.75% increase clicks would bring additional 111k visitors
• Potential for $220k in PPC click costs reduction if ranked better
47

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

49. 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
• Fixing EOL landing pages and snippets should deliver additional 48k
visitors per month

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

51. Step 1 – Review Relevant Sites for Words

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

53. Segment Keywords into Topic Clusters

54. 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

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

56. 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

57. 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.

58. Integrating Social Media Data
Align to Social Media

59. 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

60. 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
60

61. Combine Search & Social Data
• Identified key “interest” destinations targeting by PPC
Source: Converseon.com Conversation Miner
61

62. Audience Identification
[Cutting Edge]

63. 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.

64. Cloud Computing Audience

65. Integrating Paid & Organic Search
[Co-Optimization]

66. 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?
66

67. 89% Increase in Ad Clicks when
Paid and Organic Together
Google Study: Incremental Clicks Impact Of Search Advertising

68. 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.

69. Paid & Organic ROI Review
Negative PPC ROI
Positive PPC ROI

70. 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

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

72. Highest CPC Collaboration
• 0 Top 20 CPC keywords have top 5 ranking and generate 0
visits to the site
72

73. 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

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

75. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Slide Header Here
• Slide text. The leading search marketing conference in Europe and continues to get bigger and
better year-on-year. Bringing together the industry's brightest minds and most seasoned
practitioners.
• Learn how to optimise your web site for the most efficient crawling and indexing. Use keyword
analysis to discover top converting words and phrases for optimum conversion.
• Make link building for super ranking at the major search engines second nature. Tackle local,
mobile, video, analytics and social media like a marketing Ninja. In fact, become your own
leading search marketing expert.
• And while you're at it, network and mix with your peers and the leading vendors and suppliers
in the industry.
• Optimise and rank better with pay-per-click campaigns. Learn how search engines rank web
pages and optimise yours.
Your logo here @twitterhandle