ionSearch 2012

Roland Dunn

Refined Practice

Killer Keyword Research

© 2007-2012 Roland Dunn

Keyword Research =

© 2007-2012 Roland Dunn

Keyword Research = Relevance Analysis =

© 2007-2012 Roland Dunn

Keyword Research = Relevance Analysis = Digital Market Research

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

2007: Google not seen 1 in 4 search queries

© 2007-2012 Roland Dunn

2011 (March): Google not seen 1 in 5 search queries

March 2011: Google has never seen 20% of queries before

© 2007-2012 Roland Dunn

March 2011: Google has never seen 20% of queries before

© 2007-2012 Roland Dunn

March 2011: Google has never seen 20% of queries before

© 2007-2012 Roland Dunn

(yes, really)

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

It’s very long

© 2007-2012 Roland Dunn

pearl wedding jewellery

wedding jewellery pearls

wedding pearls

wedding pearl jewellery

pearl jewellery wedding

wedding jewellery pearl

pearl wedding jewelry

pearl wedding jewelery

wedding jewelry pearls

wedding pearls jewellery

cheap laptops

cheap laptops uk

cheapest laptops

laptops cheap

cheap laptop computers

cheap laptops online

cheapest laptops uk

cheap good laptops

(and many, many more)

© 2007-2012 Roland Dunn

Key Question:

How to cost-effectively attract as much relevant natural search traffic as possible?

© 2007-2012 Roland Dunn

Key Question:

How to cost-effectively attract as much relevant natural search traffic as possible?

Answer:

1. Understand the concepts, objects, things behind the queries

© 2007-2012 Roland Dunn

Key Question:

How to cost-effectively attract as much relevant natural search traffic as possible?

Answer:

1. Understand the concepts, objects, things behind the queries

2. Understand the relationships between these things

© 2007-2012 Roland Dunn

Key Question:

How to cost-effectively attract as much relevant natural search traffic as possible?

Answer:

1. Understand the concepts, objects, things behind the queries

2. Understand the relationships between these things

3. Structure your digital presence around that demand

© 2007-2012 Roland Dunn

Eight different search queries

© 2007-2012 Roland Dunn

Eight different search queries

All for the same thing: “outdoor clothing”

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

ski jackets 41,195

ski jacket 9,999

skiing jackets 2,391

mens ski jackets 1,539

men ski jackets 1,012

ladies ski jackets 2,840

ladies ski jacket 1,445

women's ski jackets 1,409

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

© 2007-2012 Roland Dunn

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

Outdoor Clothing

Four types of “demand” (clusters of demand)

© 2007-2012 Roland Dunn

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

Home Page

Outdoor Clothing

Demand-Driven Structure (IA)

© 2007-2012 Roland Dunn

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

Home Page

Outdoor Clothing

• Landing pages directly matches specific “demand”

Demand-Driven Structure (IA)

© 2007-2012 Roland Dunn

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

Home Page

Outdoor Clothing

• Landing pages directly matches specific “demand”

• Each page naturally targets multiple search queries

Demand-Driven Structure (IA)

© 2007-2012 Roland Dunn

Ski Jackets

Mens Ski Jackets

Ladies and Womens Ski Jackets

Home Page

Outdoor Clothing

• Landing pages directly matches specific “demand”

• Each page naturally targets multiple search queries

• Structure itself matches demand

Demand-Driven Structure (IA)

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

Relevance Analysis can go to the core of your organisation

© 2007-2012 Roland Dunn

Relevance Analysis can require significant change ...

© 2007-2012 Roland Dunn

Relevance Analysis can require significant change ...

And therefore need real commitment from senior management

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

Sources of Search Data

© 2007-2012 Roland Dunn

Experian Hitwise:

• More than 8 million UK internet users

© 2007-2012 Roland Dunn

Experian Hitwise:

• More than 8 million UK internet users

• Terrific data: significant volumes of queries, qualified queries

© 2007-2012 Roland Dunn

Experian Hitwise:

• More than 8 million UK internet users

• Terrific data: significant volumes of queries, qualified queries

• Expensive, but ...

© 2007-2012 Roland Dunn

Google Adwords Keyword Tool:

© 2007-2012 Roland Dunn

Google Adwords Keyword Tool:

• Free

© 2007-2012 Roland Dunn

Google Adwords Keyword Tool:

• Free

• Adwords focused data

© 2007-2012 Roland Dunn

Google Adwords Keyword Tool:

• Free

• Adwords focused data

• Time-consuming extracting significant volumes

© 2007-2012 Roland Dunn

© 2007-2012 Roland Dunn

What’s Coming?

© 2007-2012 Roland Dunn

What’s Coming?

© 2007-2012 Roland Dunn

What’s Coming?

Loss of understanding what we are relevant to?

© 2007-2012 Roland Dunn

What’s Coming?

Loss of understanding what we are relevant to?

Will impact Experian Hitwise

© 2007-2012 Roland Dunn

What’s Coming?

Loss of understanding what we are relevant to?

Will impact Experian Hitwise

Leave us with just Google Adwords Keyword Tool?

© 2007-2012 Roland Dunn

Need to develop other approaches to analyse Relevance?

Keyword Research =

© 2007-2012 Roland Dunn

Keyword Research = Relevance Analysis =

© 2007-2012 Roland Dunn

Keyword Research = Relevance Analysis = Digital Market Research

© 2007-2012 Roland Dunn

Online Branding:

http://www.refinedpractice.com/

T: @RefinedPractice

© 2007-2012 Roland Dunn

Natural Search:

http://www.cloudshapes.co.uk/

T: @roland_dunn

Slides Available At:

http://www.cloudshapes.co.uk/talks/