Pubcon Vegas 2012 presentation on advanced keyword modeling and getting more from your keywords.

1. Mine your Keyword Portfolio
for Missed Opportunities
Presented by:
Bill Hunt
@billhunt

2. How to use keywords to…
Get a raise, bonus, promotion
or better job!

3. Bill Hunt & Back Azimuth
• 17 years experience in Enterprise Search
• Developed Advanced Keyword Management Suite

4. Keyword Experience Fail

5. The “New Data” says…
• 66% of commercial searchers click on
paid listings
• 53% click the 1st organic listing
• 81% of paid listings don’t have organic
from same brand

6. Why do we suck?
• Overreliance on tools
• It has worked so far so why change
• Don’t have time or budget
• It seems too complicated
• Can’t make changes (company or agency)
• Keep hidden to keep my job

7. SERPS Have Changed

8. SERPS Have Changed

9. Advanced Keyword Modeling
• By understanding the search terms and analysis you can
understand the needs, wants and intent of the searcher
allowing you to:
1. Understand the “voice of the consumer”
2. Effectively map your content with their query and
query intent.
3. Identify new products and services
4. Create and influence PR & social media
opportunities

10. Types of Keyword Models
• Missed Opportunity Matrix
• Critical Keyword Performance Monitoring
• Needle in the Haystack Model
• Co-Optimization Modeling
• Preferred Landing Page Monitoring & Optimization
• High Ranking & Underperforming
• Searcher Intent Modeling
• EOL Product Opportunity
• Rank Performance Modeling
• Keyword Cluster & Authority Modeling
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11. Realized Benefits
• Large electronics retailer found
significant traffic for “End of Life”
products that they had no representation
for.
• Created Pages & PPC ads for each model
• $400k incremental revenue in 90 days!
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12. Realized Benefits
• UK travel site matched keywords to top
ranking pages swapped less than optimal
current ranking pages.
• $120k incremental revenue in 25 days.
12

13. Realized Benefits
• Ecommerce site mapped paid and organic “Co-
Optimization” and found missed opportunities
and cannibalization.
• $300k in PPC savings in 40 days
• $250k in SEO revenue in 60 days
13

14. Understanding Searchers

15. Purchase Cycle Analysis

16. Purchase Cycle & Intent
• Researching product use and
information?
• Looking for features and functions?
• Comparing brands?
• Looking for discounts?
• Have they already purchased?

17. Missed Opportunity by Buy Cycle
CatBuy Cycle Total Inspiration Discovery Design Purchase Relationship
Market
Paid
Brand
Earned
Missed 0*
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Branded
Earned 200M 34M 150M 6.6K 900K 15M
Technology
92K
Missed 130M 3.5M (9%) 118M (44%) 203K (18%) 7.7M (34%)
(93%)
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Technology Earned 207M 196M 5.7M 79K 58K 5M
736K
Missed 388M 339M (62%) 42M (82%) 1.3M (94%) 5M (49%)
(89%)
Mapped 180K keywords to categories & buy cycle (searcher intent)
Identified 111 “new insights” about the audience

18. “Design” Phase
• IT Managers who are “designing systems” to manage or
procure them
• Stencils were on a long page of “all stencils” vs.
merchandising pages
• The type of stencil helps understand the audience and
size of company
• UCS Visio stencils [Designing Solution]
• 3750x visio stencil [adding product]

19. Use Buy Cycle Modifiers
Leverage sale and buy cycle words
-Buy
-Sale
-Closeout
-Upgrade
-In stock
-Refurbished
-Special price
-Discount

20. Audience Identification

21. CXO Persona
• Title: CEO, CFO, CIO
• Audience Goal: Increase shareholder wealth
• Business Goal: Show how the cloud can reduce IT costs and
increase efficiency
• Interests: Golf, Making Money, Wine, Travel
• Targeting Keywords:
• Cloud computing, golf vacations, cloud computing benefits

22. Leverage Form & Click to
Chat
• 25 primary cloud computing keywords
• Tracked keyword to form data
• Tracked keyword to click to chat
•

23. Cloud Computing Audience
Content adjusted for consultants
& IT Managers
40% lift in engagement

24. Product to Audience

25. Product Audience Segments &
Personas

26. Sort Products - Margin
Focus on most valuable terms – high margin or high
volume moderate margin

27. Coupon Codes
How many search for yours?

28. Product Audience Segments

29. Understanding “Keyword
Qualifiers”
Words that help us isolate a specific
opportunity, interest, audience or need
•Upper arm shaper
•Cloud computing deployment strategy
•Underwater photography mask
•50 bottle dual zone wine cooler

30. Category/Interest Segmentation
Segment by features, function, types – anything that
allows you to understand searcher’s mindset

31. Shapewear - Segmentation
• 75% of the queries were “clothing type + shapewear”
• Focus PPC messages, social media and content prioritization
Segmentation of the Top 100 keywords related to Shapewear

32. Rethinking the experience
• By looking at search query volume & social
media we saw that women talk about
shapewear in the following buckets of
thought:
By Type of Garment By Occasion By Body Type
Tanks Bridal Curvy
Bottoms Maternity Top Heavy
Slips Post-surgery Bottom Heavy
Clothing Business Square/Flat
Night Out/Date
Casual
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33. Influence Design & Content
• Sites need to match searches with content
• Create a taxonomy that can be translated
into a content & search strategy
Taxonomy
Category
Category Garment
Garment Body Feature
Body Feature Function
Function Feature
Feature Brand
Brand
Shapewear
Shapewear Tank Top
Tank Top Body
Body Shaping
Shaping Strapless
Strapless Yummie
Yummie
Denim
Denim Slip
Slip Whole Body
Whole Body Shaper
Shaper Cotton
Cotton Maindenform
Maindenform
Clothing
Clothing Girdle
Girdle Tummy
Tummy Slimming
Slimming Rayon
Rayon Spanx
Spanx
Apparel
Apparel Legging
Legging Toushy
Toushy Slimmer
Slimmer Best
Best Spanxs
Spanxs
Bottoms
Bottoms Butt
Butt Control
Control Quality
Quality
Panties
Panties Legs
Legs Wrap
Wrap Premium
Premium
Bras
Bras Bust
Bust Smoothing
Smoothing
Dress
Dress Thighs
Thighs
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34. SAT Cluster – Segmentation
71% of all related searches are for “SAT” are “non-prep” terms
8% are related to “Section Specific Prep Materials”
7% are related to “Sample Tests and Sample Questions”

35. Map Keywords to Predefined Actions Segments
• Use a brainstorming session to discuss and segment words into appropriate purchase
lifecycle segments to understand how to better align messages.
• This will be very helpful when creating ad groups and messages for PPC
• Critical when you have to have a win in current quarter.

36. 98% of budget
80% of
Predicted
Revenue
36

37. Mining for Opportunities

38. Low Hanging Fruit Opportunities
• Traffic & Relevance
– “Missed Opportunity Matrix” - Critical Keyword Performance Monitoring
– Preferred Landing Page Monitoring & Optimization
– Snippet Optimization
– Integrate Popular Keywords Into content pages
– EOL Product Handing
– Integrate Relevant Keywords and Landing Pages into PR and SMaC
• Infrastructure
– Ensure key pages are available and indexed by spiders
– Segment local country URL’s to allow for Google Geographical Targets

39. Missed Opportunity Models
• 3.75% increase clicks would bring additional 111k visitors
• Potential for $220k in PPC click costs reduction if ranked better
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40. Underperforming Keywords
• Monitor words that are ranking but not getting fair share of traffic.
40

41. Bad Snippets for Top Ranked Words
Phrase: Blade Servers
Rank: #2 in Google
Searches: 90,500
Avg CPC: $9.08
Phrase: Dove Soap
Rank: #1 in Google
Searches: 12,100
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42. End of Life Product Opportunity
Google Search NS NS Share of
Keyword Phrase Rank Volume Visits Impressions Opportunity 10% 20%
Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600
Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440
Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960
Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420
Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420
Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620
Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620
Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620
Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320
Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880
Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880
Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720
Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720
Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580
Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380
Total 506,500 2459 1.63% 50,650 101,300
• Fixing EOL landing pages and snippets should deliver additional 50k
visitors per month
• Company generated $400k in incremental revenue

43. Align to Social Media

44. Alignment to Social Media
• Add Tier 1 keywords to social media
monitoring
• Understand the “sentiment” of keywords
• Understand the “context” of words
• Compare search volume – conversations –
and conversions
• Identify influential Social Media sites
including blogs and forums for link
building

45. Combine Search & Social Data
• Modeled over 9 month period
• Increase in “discussions” in weekend
• Identified interest in “labor day deals” 45 days earlier
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46. Combine Search & Social Data
Identified key “interest” destinations targeting by PPC
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Source: Converseon.com Conversation Miner

47. • Daily Volume of Social Media Messages Mentioning Body
Shaper
• January 1 – January 31, 2012
Jan 16: Volume spike due •
to free shipping promotion
on Silkies.com
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48. Word Cloud of Social Media Content Mentioning Body Shaper
January 1 – January 31, 2012

49. Interest to Ad Influence
65% increase in clicks and 48% increase in conversions after refocusing
ads on “control”

50. Category Authority

51. “Authority Site?”
• Organic ranking was run against 1700 pet food
related keywords looking for ranking in top 10
• Below are the top sites that appear for the most
keywords
No Dominating Domains
Cats.about.com: 428 (information)
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)
Purina.com: 170 (pet food brand)

52. How Authoritative are you?

53. Authority Sites Analysis – Value
• Ensure you are maximizing Google and
Bing Intent-related results
• Identify potential link partners
• Identify influential Social Media sites
including blogs and forums

54. Integrating Paid & Organic Search
[Co-Optimization]

55. What is the current state?
• For the target set of keywords, understand the
current state for each of the phrases by answering
the following questions
1. Do we have paid and organic listings for the same phrases?
2. If listed, which sections of the site are represented?
3. Does the PPC listing represent the intent of the searcher?
4. Does the Organic listing represent the intent of the searcher?
5. Does the Organic listing represent our best offer?

56. Paid & Organic ROI Review
Negative PPC ROI
Positive PPC ROI
Table format inspired by Brad Geddes at http://certifiedknowledge.org

57. Cannibalization or Collaboration?

58. Collaboration or Cannibalization?
• What is the collaborative impact of having the #1
PPC listing, and the #1 and #2 organic listing for
this phrase?

59. Highest CPC Collaboration
• 0 Top 20 CPC keywords have top 5 ranking and generate
• 0 visits to the site
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60. Key steps to Successful Modeling
• Understand the “intent” of the user queries
• Understand the “real” performance of keywords
• Understand the context of keywords
• Classify keywords in logical segments to
enable classification and modeling
• Do anything other than just collecting in Excel

61. Thank You!
@billhunt
bill@back-azimuth.com