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Semantic keyword research for e commerce site architecture planning

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Discover the process of carrying out effective keyword research for category and product pages on e-commerce sites, from effective market research, semantic concept research and then keyword research. This webinar is beneficial to e-commerce managers and in-house e-commerce SEOs.

What you’ll learn:
• Understand what you are optimising for - niche category pages OR entire product catalog; i.e. category pages
• Viewing Target keywords as ‘Concepts’ or ‘Topics’ not just phrases
• Understanding search context, location and intent
• Why query rewriting means you need to carry out semantic keyword research
• How to carry out keyword research for transactional traffic that purchase from you
• How to prep-up keywords for optimal information architecture
• Must have tools for keyword research in e-commerce

Kunle Campbell
Kunle is an e-commerce advisor at 2X eCommerce that coaches online retail teams towards growing and scaling revenue through customer acquisition, retention, scaling word of mouth marketing, product and market fit strategy, conversion optimization and advice on vendor and platform selection.

Publicado en: Marketing

Semantic keyword research for e commerce site architecture planning

  1. 1. Semantic Keyword Research For Ecommerce ! ! ! Technical SEO Course Building a Foundation for an Optimal Information Architecture! Presented by Kunle Campbell
  2. 2. 2! Course by Ecommerce SEO Consulting to a LIMITED # of Clients
 §  Ecommerce Technical SEO Consulting! §  Ecommerce Domain Authority! §  Ecommerce UX & Conversion Optimisation! §  Ecommerce Marketing Audits! §  Ecommerce business growth Advisor! Coach online retail teams towards growth & scale via: ! §  customer acquisition, ! §  retention, ! §  scaling word of mouth marketing, ! §  product and market fit strategy, ! §  conversion optimization and! §  advice on vendor and platform selection.!
  3. 3. 3! Course by 3! A Primer! Thefoundation!
  4. 4. 4! Course by IA: from semantic ! keyword research! Net effect! 30 percent ! Traffic increase! Internal link building!
  5. 5. 5! Course by CATEGORY PAGES! Understand what you are optimising for – niche category pages or entire product categories! ! CONCEPTS & TOPICS! Viewing Target keywords as ‘Concepts’ or ‘Topics’ not just phrases! ! ! CONTEXT! Understand Search context, location and intent! ! QUERY REWRITING! Why query rewriting means you need to carry out semantic keyword research! What You’ll Learn TRANSACTIONS! How to carry out keyword research for transactional traffic that purchase from you!
  6. 6. 6! Course by OPTIMAL IA ! How to prep-up keywords for optimal information architecture! INTERNAL LINK BUILDING! How to use keyword data for interlink building! ! TOOLS! Must have tools for keyword research in e- commerce! What You’ll Learn
  7. 7. 7! Course by SEO Hierarchy of Needs Trust! ! Links! Social Signals! Content Marketing! PR!! ! Design! Site Usability! Content! Site Architecture! ! ! ! Market & Keyword Research! Business Fundamentals! ! naturally earned, authoritative links (really part of your ‘earned media’ mix)! audience building: shares of your content on twitter, facebook, pinterest, tumblr & google+ +1s! branded blog posts, video, podcasts, slides, infographics, webinars, google+ authorship! new media – bloggers, online publications and traditional PR! look and feel and brand experience! ease to navigation, accessibility, mobile friendly or responsive! content that speaks to your audience founded on keyword research! hierarchical structure mapped to usability & keyword research! Understanding concepts, natural language patterns and core phrases! product/service offer, profitability, scalability, target market, USPs, ! brand essence! domain authority, a trusted brand ! Analytics ! Reverse Engineers
  8. 8. 8! Course by 8! Keyword Research! Thefoundation!
  9. 9. 9! Course by KEYWORDS THAT DRIVE MAXIMUM TRAFFIC! KEYWORDS THAT DRIVE CONVERSIONS! E-commerce businesses! Service based business! Purpose of Selecting Keywords! Publishers! Drive more impressions / eyeballs ! !
  10. 10. 10! Course by 10! Keyword Research How we used to go about!
  11. 11. 11! Course by Understanding Head Terms, Mid and Long Tail 30% 
 of searches
 are head and mid tail keywords 70% 
 of searches
 are ‘long tail’ keywords
  12. 12. 12! Course by Understanding Head Terms, Mid and Long Tail In Ecommerce, we have traditionally targeted that top 30%: The Fat Head and Chunky Middle
  13. 13. 13! Course by Understanding Head Terms, Mid and Long Tail Traditional Way of Viewing Keyword Research most of the time… …the more words in a key phrase …the less competitive and easier it is to rank for the term
  14. 14. 14! Course by Understanding Head Terms, Mid and Long Tail most times… …the more words in a key phrase …the less competitive and easier it is to rank for the term Moz - Keyword Difficulty Tool!
  15. 15. 15! Course by Understanding Head Terms, Mid and Long Tail an exception… …for brand names …it is just as difficult to rank for the term ‘tennis balls’ as it is to ranks for brand term ‘slazenger tennis balls’ Moz - Keyword Difficulty Tool!
  16. 16. 16! Course by Ranking Opportunity SearchVolume Low Low Medium Medium High High ‘projector’! Average monthly searches: 18,100! ‘hd projector’! Average monthly searches: 5,400! ‘hd projector 1080p’! Average monthly searches: 390! Keyword Type and Ranking Opportunity Matrix! *your brand name! As a result of a reputation, good service, ! paid media!
  17. 17. 17! Course by Ranking Opportunity SearchVolume Low Low Medium Medium High High ‘projector’! Average monthly searches: 18,100! ‘projector hire’! Average monthly searches: 880! ‘projector hire london’! Average monthly searches: 260! Keyword Type and Ranking Opportunity Matrix! Local Search! * ‘projector point’! national brand, searches: 1,300!
  18. 18. 18! Course by Semantic Search Results! considers ! search context, location and intent semantic ! /sɪˈmæntɪk/! ! of or relating to meaning or arising from distinctions between the meanings of different words or symbols! ! !
  19. 19. 19! Course by Semantic Search Results! Capitonyms a word that changes its meaning (and sometimes pronunciation) when it is capitalized; ! ! Turkey (the country) and turkey (the bird) ! China (the country) and china (as in porcelain)! ! Homonyms words that are identical with each other in pronunciation, but different in meaning; ! ! Loan (an item) and lone (on your own) ! Allowed (verb) and aloud (yell)! ! ! ! Metonymy a figure of speech in which a thing or concept is called not by its own name but rather by the ! name of something associated in meaning with that thing or concept. ! ! ! "The pen is mightier than the sword,”! ! The "pen" stands in for "the written word."! The "sword" stands in for "military aggression and force.”! ! ! ! semantic ! /sɪˈmæntɪk/! ! of or relating to meaning or arising from distinctions between the meanings of different words or symbols! ! !
  20. 20. 20! Course by 20! Google is no longer a Phrase Query matching engine!
  21. 21. 21! Course by Intent of a searcher from her! Question! For on the go! mobiles! Problem Solving response in the! shortest amount of time! In competition with Apple’s Siri! Mobile Search Real Speech Patterns, Semantics!
  22. 22. 22! Course by
  23. 23. 23! Course by Mobile Search Real Speech Patterns, Semantics! Conversational ! Queries! Structured ! Data Markup!
  24. 24. 24! Course by Semantic Search Results! Semantic search considers:
 ! ! Word variations, ! Synonyms,! Specialized / generalized queries,! Concept matching ! Natural language queries! Query re-writing
  25. 25. 25! Course by Semantic Search Results! Semantic search considers context through:
 ! ! Word variations, ! Synonyms,! Specialized / generalized queries,! Concept matching ! Natural language queries! Query re-writing through context! Query re-writing
  26. 26. 26! Course by Semantic Search Results! Semantic search considers context through:
 ! ! Word variations, ! Synonyms,! Specialized / generalized queries,! Concept matching ! Natural language queries! Fewer long tail ‘phrase results’! ! Query re-writing Query re-writing
  27. 27. 27! Course by Semantic Search Results! Semantic search considers:
 ! ! Word variations, ! Synonyms,! Specialized / generalized queries,! Concept matching ! Natural language queries! Fewer long tail ‘phrase results’! Query re-writing
  28. 28. 28! Course by Semantic Search Results! Semantic search considers:
 ! ! Word variations, ! Synonyms,! Specialized / generalized queries,! Concept matching ! Natural language queries! Fewer long tail ‘phrase results’! ! Non phrase match
  29. 29. 29! Course by 29! The Goal of Semantic Search is to produce the most relevant results and NOT phrase match results
  30. 30. 30! Course by All Keywords are not equal Search Intent Transactional! Informational! Commercial! Purpose of ! Search Queries! Navigational! The immediate intent is to reach a particular site:! brand name searches, website name searches! The intent is to acquire some information assumed to be present on one or more web pages:! research, wikipedia, guides, blog posts, articles, content ! The intent is to perform some web-mediated activity:! shopping, finding a service provider, downloading, streaming music, video, click to call (on mobiles), make an enquiry! Source: IBM Research. A taxonomy of web search. Via http://www.sigir.org/forum/F2002/broder.pdf! An informational search with future business implications: comparison searches, property portals, review sites!
  31. 31. 31! Course by ‘Projector’ example of Search Intent Transactional! Informational! Commercial! Purpose of ! Search Queries! Navigational! Typical search query:! richersounds.com! amazon.co.uk! projectorpoint.com! Typical search query:! ’ how to set up a hd projector’! ‘projectors vs. TVs’! ‘difference between lcd and hd projector’ ! Typical search query:! ‘hd projectors’! ‘hd projectors for sale! ‘cheap 1080p projectors’! Typical query: ! ‘hd projector reviews’! ‘best home theatre projectors’! ‘compare hd projectors prices’! ‘discounts hd projectors’!
  32. 32. 32! Course by Optimizing for: Transactional Traffic View Target Keywords as: ‘CONCEPTS’ or ‘TOPICS’ Not Just Phrases! Keyword Research! Market Research! pour hours on learning about the industry!natural language patterns! synonyms! context! nuances! hang out with the customer services team! read the website! read competitor websites! read wikipedia! watch YouTube videos! listen to podcasts! Concepts
  33. 33. 33! Course by Semantic Core Research: What is Does My Store Sell? Google needs to know…the concept of your store …bigger stores need to delve into the concept of major categories …context and synonyms is critical How search engines interpret the concept of a page… sell sweets / confectionery! sell rugs & carpets! sell cameras & accessories!
  34. 34. 34! Course by Semantic Core Research: What is Does My Store Sell? sell sweets / confectionery! sofas! modern rugs! “Sugary Foods” ! Sweets / Candy! Chocolates! Cakes! Biscuits! Lollies! Ice cream! ! ! “sofas” ! Settees ! Couches! Arm chairs! Loveseat! ! “modern rugs” ! Contemporary rugs! Cool rugs! Stylish rugs! Designer rugs! Trendy rugs! ! !
  35. 35. 35! Course by Semantic Core Research: What Does my Category Page Sell? These are ‘topics’ or ‘concepts’ Around each category’s core keyword. ‘fitted wardrobes’!‘headphones’! In ear headphones! On ear headphones! Over ear headphone! ! ! Built in wardrobes! Made to measure wardrobes! Custom made wardrobes! Bespoke wardrobes! ! ! ! ‘electric showers’! Electric power shower! Power shower! Mira Shower! Triton shower! ! !
  36. 36. 36! Course by Semantic Core Research Attributes! Attributes and Relationships •  Clarify disambiguation (a word with two or mores meanings)! •  Understand Triples: ! Subject > Predicate > Object
 Object > Property > Value
 Sofa > Material > Leather •  Extend keyword research to schema mark-up! apply attribute values ! Sofa Colour: Grey ! Brown! White! Black! ! Material: Leather ! Fabric! ! Seater: 2 seater! 3 seater! 4 seater! ! Types: Recliners! Corner! Sofa bed! Chaises! Love seats! Actions on sofa: Snuggle! Cuddler sofa! ! ! Size: Small sofas! Large sofas! Big sofas! Compact sofas! !
  37. 37. 37! Course by Fitted Bedroom Furniture & Fitted Wardrobes - Neville Johnson 4 mentions of ‘bespoke’ but no mention of ‘bespoke wardrobe’’! Fitted Wardrobes - Beautiful Bedroom Designs by Sharps 3 mentions of ‘bespoke wardrobe’’ Fitted Wardrobes - Beautiful Bedroom Designs by Sharps 3 mentions of ‘bespoke wardrobe’! 30% Off Fitted Wardrobes | CapitalBedrooms.co.uk
 4 mentions of ‘bespoke’ but no mention of ‘bespoke wardrobe’’!
  38. 38. 38! Course by How to research keywords around your Semantic Core? Google Search Results Google’s ‘Searches related to’ list at the bottom of the SERPs
 Google Image Search 
 SEMrush Thesaurus.com Google AdWords Keyword Planner Übersuggest.org // KeywordTool.io
  39. 39. 39! Course by How to research keywords around your Semantic Core? Immerse yourself in the industry:
 Hang out with the customer services team Read the website Read competitor websites Read wikipedia Watch YouTube videos Listen to podcasts Pour hours on learning about the industry
 The objective is to acquire natural language patterns in the industry
  40. 40. 40! Course by How to research keywords around your Semantic Core? Google Search Results
  41. 41. 41! Course by How to research keywords around your Semantic Core? Google’s ‘Searches related to’ list
  42. 42. 42! Course by How to research keywords around your Semantic Core? SEMRush ‘related keyword’
  43. 43. 43! Course by How to research keywords around your Semantic Core? SEMrush: reverse engineer market leaders with URL ‘organic search positions’ report
  44. 44. 44! Course by How to research keywords around your Semantic Core? Google Image search
  45. 45. 45! Course by Thesaurus.com How to research keywords around your Semantic Core? Google AdWords Keyword Planner
  46. 46. 46! Course by Context: Category or Entire Catalog Overhaul Let’s assume we are optimizing for a specialist manufacturer and retailer of fitted wardrobes. The first thing to do is to confirm core target keyword: 
 “fitted wardrobes” 1
  47. 47. 47! Course by Assess & Collate: Competition and Market Leaders Who is competition?
 Who are the market leaders? 
 Plug their URLs into SEMrush 2
  48. 48. 48! Course by Extract their: Top Ranking Keywords & URLs In SEMRush, click through each competitor’s ranking URL to drill into the Organic Search Positions Report 3
  49. 49. 49! Course by Extract their: Top Ranking Keywords & URLs 3 These are the top keywords this competitor’s category page is getting 
 via SEMRush
  50. 50. 50! Course by Extract their: Top Ranking Keywords & URLs 3 Related keyword report in SEMrush built in wardrobes! bedroom storage! cheap wardrobe! fitted wardrobe! bespoke wardrobes! DIY fitted wardrobes! cheap wardrobes! cheap fitted wardrobes! ! fitted bedroom furniture! fitted bedrooms! ! ikea wardrobes! sharps wardrobes! hammonds wardrobes! pax wardrobes! homebase wardrobes! b&q wardrobes! schreiber furniture! next wardrobes! brands 
 “fitted wardrobes” Click through specific high importance keywords
  51. 51. 51! Course by Extract their: Top Ranking Keywords & URLs 4 Related keyword report in SEMrush built in wardrobes! bedroom storage! cheap wardrobe! fitted wardrobe! bespoke wardrobes! DIY fitted wardrobes! cheap wardrobes! cheap fitted wardrobes! ! fitted bedroom furniture! fitted bedrooms! ! ikea wardrobes! sharps wardrobes! hammonds wardrobes! pax wardrobes! homebase wardrobes! b&q wardrobes! schreiber furniture! next wardrobes! brands 
 “fitted wardrobes” Collate a list of core target key phrases from title tags, related search
  52. 52. 52! Course by Extrapolate Relevant Terms to: Keyword Planner Tool 5 Related keyword report in SEMrush built in wardrobes! bedroom storage! cheap wardrobe! fitted wardrobe! bespoke wardrobes! DIY fitted wardrobes! cheap wardrobes! cheap fitted wardrobes! ! fitted bedroom furniture! fitted bedrooms! ! ikea wardrobes! sharps wardrobes! hammonds wardrobes! pax wardrobes! homebase wardrobes! b&q wardrobes! schreiber furniture! next wardrobes! brands 
 “fitted wardrobes” Confirm search volume in the Keyword Planner Tool
  53. 53. 53! Course by ‘Related Keywords’ list: Extract non-phrase match keywords 6 Run non- phrase match terms in SEMRush
  54. 54. 54! Course by Click through relevant keywords: view top ranking URLs 7
  55. 55. 55! Course by View the: organic positions report for the URL 8
  56. 56. 56! Course by On a Spreadsheet List: strongly related keywords to the core 9
  57. 57. 57! Course by Give this List of semantically related keywords to your: Copywriting Team 10
  58. 58. 58! Course by Semantic Keyword Research Timeline 2 3 4 Context Keyword Collation Assess Competition Collate your competitors and market leaders – run their URLs through SEMrush and Searchmetrics Extract Your competitors’ top ranking keywords and URLs from SEMRush Search Google Take not of alternate keywords in title tags, search snippets and ‘searches related to’ 1 Understand the context: are you undertaking research for a category page or an entire product catalog?
  59. 59. 59! Course by Semantic Keyword Research Timeline 6 7 9 10 Extrapolate Keyword Collation SEMrush Plug these keywords into SEMrush and view the ‘related keyword’ list. Assess Competition Collate competitors and market leaders – run their URLs through SEMrush and Searchmetrics Extract On a spreadsheet – list these ‘related’ keywords as complementary keywords to your ‘core’ keyword Semantic Keywords Provide your copywriter with these semantically related keywords – that should be mentioned at least once in your copy in natural language targeted to shoppers. Also use them as anchor text in your internal link strategy the most relevant and highest traffic keywords and enter them into Google Keyword Planner 5 8 View the ‘organic positions’ report in SEMrush and start extracting non- phrase match keywords
  60. 60. 60! Course by Mapping Keyword Research with Website Architecture! Projectors! Sectors! Business/Office Projectors! Home Cinema Projectors! Education! Large Venue! Interactive Whiteboard! Classroom! Short Throw Office! Interactive Whiteboard! Type! HD Projectors! By Key Feature! Wide Screen Projectors! Manufacturer! Acer! 3D Projectors! Advice! How to Buy a Projector! LED Projectors! DLP Projectors! LCD Projectors! VIDEO: How to Install !Long Lamp Life Projectors! Short Throw Projectors! LCOS Projectors! Hybrid Projectors! Canon! Dell! Epson! LG! Nec! Sony! Wireless Projectors! iPad Projectors! PC Free Projectors! How to set up a Home Cinema Projector! Business Guide to Buying Projectors! Projector FAQs! 3D vs. HD vs. LED Projector Guide!
  61. 61. 61! Course by Mapping Keyword Research with Website Architecture! Focus on creating a ‘flat architecture’ ! As few clicks as possible from home page to service or product pages ! Home! Category! Category! Category! ! Sub Category! ! Sub Category! ! Sub Category! ! ! Sub Category! ! ! Sub Category! ! ! Sub Category! !product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! product! highest authority!
  62. 62. 62! Course by 62! Ensure that Category & Product Pages explore a Topic in Depth Does this article provide a complete or comprehensive description of the topic? Does this article contain insightful analysis or interesting information beyond obvious?! 1 2 http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html!
  63. 63. 63! Course by CATEGORY PAGES! Understand what you are optimising for – niche category pages or entire product categories! ! CONCEPTS & TOPICS! Viewing Target keywords as ‘Concepts’ or ‘Topics’ not just phrases! ! ! CONTEXT! Understand Search context, location and intent! ! QUERY REWRITING! Why query rewriting means you need to carry out semantic keyword research! What We’ve Covered TRANSACTIONS! How to carry out keyword research for transactional traffic that purchase from you!
  64. 64. 64! Course by OPTIMAL IA ! How to prep-up keywords for optimal information architecture! INTERNAL LINK BUILDING! How to use keyword data for interlink building! ! TOOLS! Must have tools for keyword research in e- commerce! What You’ll Learn
  65. 65. 65! Course by TECHNICAL SEO for Ecommerce Course Pre-Sale Release date: March 29th 2016 http://courses.2xecommerce.com
  66. 66. 66! Course by Contact Me to chat more… about eCommerce Growthtwitter: @KunleTCampbell web: www.2xecommerce.com

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