Roland Dunn - Killer Keyword Research - ionSearch 2012

ionSearch 2012

Roland Dunn

Refined Practice

Killer Keyword Research

© 2007-2012 Roland Dunn

Keyword Research =


Keyword Research = Relevance Analysis =


Keyword Research = Relevance Analysis = Digital Market Research



2007: Google not seen 1 in 4 search queries


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

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


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


(yes, really)


It’s very long


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)


Key Question:

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


Key Question:


Answer:

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


Key Question:


Answer:


2. Understand the relationships between these things


Key Question:


Answer:


2. Understand the relationships between these things

3. Structure your digital presence around that demand

Eight different search queries


Eight different search queries

All for the same thing: “outdoor clothing”



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


Ski Jackets

Mens Ski Jackets


Outdoor Clothing

Four types of “demand” (clusters of demand)


Ski Jackets

Mens Ski Jackets


Home Page

Outdoor Clothing

Demand-Driven Structure (IA)


Ski Jackets

Mens Ski Jackets


Home Page

Outdoor Clothing

• Landing pages directly matches specific “demand”



Ski Jackets

Mens Ski Jackets


Home Page

Outdoor Clothing


• Each page naturally targets multiple search queries



Ski Jackets

Mens Ski Jackets


Home Page

Outdoor Clothing


• Each page naturally targets multiple search queries

• Structure itself matches demand



Relevance Analysis can go to the core of your organisation


Relevance Analysis can require significant change ...


Relevance Analysis can require significant change ...

And therefore need real commitment from senior management


Sources of Search Data


Experian Hitwise:

• More than 8 million UK internet users


Experian Hitwise:


• Terrific data: significant volumes of queries, qualified queries


Experian Hitwise:


• Terrific data: significant volumes of queries, qualified queries

• Expensive, but ...


Google Adwords Keyword Tool:



• Free



• Free

• Adwords focused data



• Free

• Adwords focused data

• Time-consuming extracting significant volumes


What’s Coming?


What’s Coming?

Loss of understanding what we are relevant to?


What’s Coming?


Will impact Experian Hitwise


What’s Coming?


Will impact Experian Hitwise

Leave us with just Google Adwords Keyword Tool?


Need to develop other approaches to analyse Relevance?

Keyword Research =


Keyword Research = Relevance Analysis =


Keyword Research = Relevance Analysis = Digital Market Research


Online Branding:

http://www.refinedpractice.com/

T: @RefinedPractice


Natural Search:

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

T: @roland_dunn

Slides Available At:

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

http://www.refinedpractice.com/

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

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

Roland Dunn - Killer Keyword Research - ionSearch 2012

Business

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