This document discusses how keyword data and search volume insights can be used to inform business strategy and decisions. It provides examples of how a sports brand used keyword clustering and segmentation to understand market size, trends, seasonality and competition for 250,000 products across 70 categories. This insight allowed them to optimize technical SEO, content strategy, inventory and category management, and media partnerships. The document argues that keyword data provides a larger sample than traditional market research and outlines questions for engaging key stakeholders to apply insights across strategic marketing, business leadership, and executive decision making.

1. From Market to Insights to
Strategy - How Content & SEO
Really Impact Businesses
Björn Darko // Searchmetrics
SLIDESHARE.NET/BjrnBeth
@bjoerndarko

2. All of us are very familiar
with…

3. CPC Rankings
Search volumeKeywords

4. www.searchmetrics.com
Wouldn`t it be great to
use it to influence your
companies marketing
campaigns?

5. www.searchmetrics.com
Wouldn`t it be great to
influence your
companies advertising
strategy?

6. www.searchmetrics.com
Wouldn`t it be great to
tell your category
manager which products
to focus on?

7. www.searchmetrics.com
Wouldn`t it be great to
know exactly which
technical adaptions you
need, to beat
competition?

8. www.searchmetrics.com
What if I tell you that
you can use keyword
data to do all of this?

9. www.searchmetrics.com
All you have to do is
assembling the data in
a way that you get a
view on…

10. Market size Share of voice
Seasonality Trends User Intent
Competition

11. You are then stepping
into the field of Market
Research!

12. And access to the whole iceberg
The market research industry is
worth $46 billion…but their research
only shows us the tip of the iceberg

13. Because they do market research
based on a very small sample
of people

14. Why use search queries? Because
they are actually the market demand
structure

15. Here is what we did
for a big sports brand

16. 1,000,000
Keywords
500,000
Clustered
Keywords
70Categories
250,000
Products
The foundation

17. Running Glove
Yoga Pants Ski
Snowboards
Swimsuit
Swimming
Ski Mask
Ski helmet
Running Shoes
Running Shirt
Running Shorts
Yoga mats
Swim Goggles
Running
Snowboarding
Yoga
Skiing
Snowboard Shoes

18. Running Glove
Yoga Pants
Ski
Snowboards
Swimsuit
Swimming
Ski Mask
Ski helmet
Running Shoes
Running Shirt
Running Shorts
Yoga mats
Swim Goggles
Running
Yoga
Skiing
Snowboard Shoes
Snowboarding

19. Running Glove
Yoga Pants
Ski
Snowboards
Swimsuit
Swimming
Ski Mask
Ski helmet
Running Shoes
Running Shirt
Running Shorts
Yoga mats
Swim Goggles
Running
Yoga
Skiing
Snowboard Shoes
Snowboarding

20. Running Glove
Running Shoes
Running Shirt
Running Shorts
Running
Keywords CPC in € Competition
219.715.900
93.568.900
3.646.160
3.200.870
11.156.550
1,01€
1,29€
1,17€
0,53€
1,06€
75%
74%
91%
85%
82%
Search volume
Added market demand metrics
…

21. Running Glove
Running Shoes
Running Shirt
Running Shorts
Running
Keywords Search Volume Q1 Search Volume Q2 Search Volume Q3 Search Volume Q4
62.453.489
24.946.880
1.082.760
775.320
2.387.40
52.284.412
24.139.390
581.900
187.930
3.570.540
49.581.368
23.967.590
566.180
207.920
3.638.470
55.396.631
20.515.040
1.415.320
2.029.700
1.908.800
Including seasonality
…

22. Running Glove
Running Shoes
Running Shirt
Running Shorts
Running
Keywords Transactional Navigational
60,89%
43,85%
91,72%
90,42%
80,08%
39,01%
56,15%
8,28%
9,58%
19,92%
Informational
0,09%
0,01%
0,00%
0,00%
0,00%
Search intent
…

23. Share of voice
www.runnersworld.com
store.nike.com
www.underarmour.com
Running Apparel
Competitors Traffic Index Share of Voice
648,826
148,892
319,308
26%
6%
13%
Shopping Cart
Running Footwear
store.nike.com
www.adidas.com
www.asics.com
2,814,088
6,825,421
3,936,513
yes
yes
no
yes
yes
yes17%
18%
17%

24. 0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
Trends & total market development
Total search volume running
2010 2011 2012 2013 2014 2015 2016 2017 2019

25. What Strategic Insights
do you get out of it?

26. 1. Technical SEO
Have a strong engine
to beat the competition

27. 40% higher number of
interactive elements
70% more internal
links
30% larger file
size
99.9% of all pages
have country
domain cltd

28. Create your own ranking factors study based on
your direct competition
Ranking Factor Your Brand Benchmark Top 10
Interactive Elements
More internal links
File size in Byte
.com (co.uk**)
300
274*
yes
299,381
291
219
99,9%
198,211

29. 2. Content Strategy
Have the right content
for the right purpose

30. Source: Penn State
Of the User Journey takes
place in the Awareness &
Consideration-Phase
80%
20%
in the sales &
retention phase

31. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Detect what your
users intention is,
when searching
for a product in
your market
clothes
leggings

32. Focus on top of funnel
Content & make them
convert at the bottom

33. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Inspiration for
seekers
Best running gear
for beginners?
Which running shoe fits
best to flat feet?
Running in Winter,
which gear?

34. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
... decision making
aid for the wanters
Cheap running
jackets
25% discount on
waterproof running
jackets
Buy 1 get 1 for
Running Jacket for
free

35. Focus on SERP Integrations

36. But pay attention on keyword level

37. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Combine transactional content
with informational
for upsell potential
Here are the Top
Rated Ski Masks
fitting to your
Helmet…
Full Face Ski Mask
which perfectly fit
to your helmet…
Which Ski Mask to
combine…
clothes

38. 3. Inventory & Category Management
Break outdated patterns

39. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Manage your
inventory,
based on
seasonality
clothes

40. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Prioritize your
entire
marketing
campaigns,
based on intent
clothes

41. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
But don`t just look at short term seasonality
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Search Volume
Skiing Footwear
Q1 Q2 Q3 Q4

42. Google Trends just displays abnormalites
in search behavior

43. Make sure you update
your warehouse based
on real demand!

44. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Definitely update your skiing stock
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
2013 2014 2015 2016 2017 2018
Total Search Volume
Total Search Volume
+42% CAGR

45. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
But get rid of your zumba apparel
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
2013 2014 2015 2016 2017 2018
Total Search Volume
Total Search Volume
-4% CAGR
ZUMBA
SALE

46. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Concentrate on running apparel
& footwear
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
2013 2014 2015 2016 2017 2018
Total Search Volume
Running Footwear Running Apparel
+48% CAGR
+28% CAGR

47. 4. Media Strategy
Choose your partners wisely

48. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Know who your competitors are
Competitors Retailer

49. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
and where is still potential to partner
Uncovered retailer Informational Websites

50. Use magazines for brand awareness…
clothes
leggings

51. And the strongest shops to sell
clothes
leggings

52. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Go social with the biggest impact

53. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Start advertising for Yoga - as the
market is growing 13%...
0
0,2
0,4
0,6
0,8
1
1,2
1,4
1,6
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
2010 2011 2012 2013 2014 2015 2016 2017 2018
Total Search Volume CPC

54. © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
...by decreasing CPC
0
0,2
0,4
0,6
0,8
1
1,2
1,4
1,6
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
2010 2011 2012 2013 2014 2015 2016 2017 2018
Total Search Volume CPC

55. How does it impact
your business?

56. Search demand data creates a larger
sample

57. Direct Sales impact
Influence on
production roadmap
Executive
Attention
Manage
warehouse stock

58. But you need to get
out of your silo &
engage with…

59. Strategic Marketing
Business Leader
Executives
Portfolio Manager

60. And access to the whole iceberg

61. QUESTIONS

62. © Searchmetrics GmbH and Inc. All rights
reserved. Do not distribute without
permission.
THANK
YOU

63. www.searchmetrics.com
searchmetrics.com/brighton-1909
: @bjoerndarko
: bjoern_darko

64. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
THANK
YOU