HOW CAN WE MAXIMISE THE

EFFICIENCY OF OUR KEYWORD

TARGETING?

YOUR CUSTOMERS SEARCH FOR MUCH MORE THAN THE HEAD

TERMS

“Dresses”

vs.

“Long Red Silk Dresses”

Jan-Aug: “Dresses for a Wedding”

vs.

Dec: “Sparkly Party Dresses”

ECOMMERCE KEYWORD RESEARCH

Decision making processProblem recognition

Information search

Information evaluation

Purchase decision

Post-purchase evaluation

Sheila

Problem recognitionProblem recognition

Information search

Information evaluation

Purchase decision

Post-purchase evaluation

“Need a dress for a fancy wedding”

Information searchProblem recognition

Information search

Information evaluation

Purchase decision

Post-purchase evaluation

Generic

Specific

30 Dresses to wear to your best friends wedding for under $350

“dresses to wear to a wedding”

Your Wedding Guest Dilemmas Solved in 27 Dresses

Wedding guest outfits

Generic

Specific

• Long• Red

“Red dresses”

“Long dresses”

“long dresses for wedding”

Generic

Specific

• Long• Red

• Lace

Information evaluationProblem recognition

Information search

Information evaluation

Purchase decision

Post-purchase evaluation

Lori Lee Lace Maxi Dress• Photography• Product reviews

“Red Coast Lori Lee Lace Maxi Dress”

Purchase DecisionProblem recognition

Information search

Information evaluation

Purchase decision

Post-purchase evaluation

• Returns: Easy and free

• Delivery speed/cost

Selecting a retailer

“Coast Stores Reviews”

YOUR CUSTOMERS SEARCH FOR MUCH MORE THAN THE HEAD

TERMS

“Red Dresses”

“Red Lace Dresses”

“Red Lace Long Dresses”

“Red Lace Long Silk Dresses”

“Coast Lori Lee Lace Maxi Dress”

“what bra can I wear with a low back dress”

“off shoulder slinky maxi dress with thigh split”

“mother of the bride dresses with jackets plus sizes”

HOW CAN WE IDENTIFY THE LONG TAIL?

THIS IS HARD OUTSIDE OF ENGLISH

Spanish – Vestido: 9,600Turkish – Elbise: 5,790

English (UK) – Dress: 51,000

English (UK) – Dress: 175, 000

DRESSESParty dresses

Cocktail dresses

Long dresses

Formal dresses

Beach dresses

Prom dresses

Black dresses

Sexy dresses

Casual dresses

Girls party dresses

Cheap party dresses

Short party dresses

Plus size party dresses

Cute party dresses

Pink party dresses

Summer party dresses

Maxi party dresses

Garden party dresses+800

+800

Keyword ideas

SEARCH DEMAND SEASONALITY

EVERYONE CAN NAME THE TOP TRENDS IN AN INDUSTRY.

SEASONALITY IS ANY PREDICTABLE CHANGE OR

PATTERN THAT REPEATS OVER A ONE-YEAR PERIOD

HOW DOES SEASONALITY FIT IN TO THE SEO WORKFLOW?

FINDING ALL SEASONAL TRENDS IS EASY*

SHOES

FINDING ALL SEASONAL TRENDS IS EASY*

*WHEN YOU DON’T HAVE MANY PRODUCT CATEGORIES

IT’S NOT UNCOMMON FOR RETAILERS TO HAVE TENS OF

THOUSANDS OF SEASONAL USE CASES

FASHIONDresses for…

Summer April-July

Weddings Jan-Aug

Costume October

Christmas party November & December

PROM DRESSES

May 18

May 7

May 22

NO UK RETAILERS OR PUBLICATIONS SAID ANYTHING ABOUT PROMS AT THE END OF

JANUARY 2015

EVERYONE CAN NAME THE TOP TRENDS IN AN INDUSTRY.

HOW DO WE FIND THE TRENDS THAT NO ONE THINKS ABOUT?

FIND OUT WHAT YOUR CUSTOMERS USE YOUR

PRODUCTS FOR

Seasonal index[Month Volume] / [Avg Volume]

Show seasonal

WE DO THIS A LOT

Seasonality index: [Month Vol] / [Avg Volume]

SUMMARY

EVERYONE IS TARGETING THE SAME TOPICS AND TRENDS

THEY’RE ALSO IGNORING THE SAME TOPICS AND TRENDS

KNOW THE SEASONALITY OF EVERY PRODUCT’S USE CASES

TARGET THE RIGHT TOPICS AT THE RIGHT TIME

YOUR SEO BUDGET CAN WORK HARDER

ALEC BERTRAM@KIWIALEC