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Roland Dunn - Killer Keyword Research - ionSearch 2012
- 5. Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn
- 10. March 2011: Google has never seen 20% of queries before
(yes, really)
© 2007-2012 Roland Dunn
- 13. pearl wedding jewellery
cheap laptops
wedding jewellery pearls cheap laptops uk
wedding pearls cheapest laptops
wedding pearl jewellery laptops cheap
pearl jewellery wedding cheap laptop computers
wedding jewellery pearl cheap laptops online
pearl wedding jewelry cheapest laptops uk
pearl wedding jewelery cheap good laptops
wedding jewelry pearls
wedding pearls jewellery
(and many, many more)
© 2007-2012 Roland Dunn
- 14. Key Question:
How to cost-effectively attract as much relevant natural search
traffic as possible?
© 2007-2012 Roland Dunn
- 15. 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
- 16. 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
- 17. 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
- 21. ski jackets 41,195
ski jacket 9,999
skiing jackets
Ski Jackets 2,391
mens ski jackets 1,539
Mens Ski Jackets
men ski jackets 1,012
ladies ski jackets 2,840
ladies ski jacket Ladies and Womens Ski Jackets 1,445
women's ski jackets 1,409
© 2007-2012 Roland Dunn
- 22. Outdoor Clothing
Four types of “demand” (clusters of demand)
Ski Jackets
Mens Ski Jackets
Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn
- 23. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
© 2007-2012 Roland Dunn
- 24. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
© 2007-2012 Roland Dunn
- 25. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
© 2007-2012 Roland Dunn
- 26. Demand-Driven Structure (IA)
Home Page
Outdoor Clothing Ski Jackets
Mens Ski Jackets Ladies and Womens Ski Jackets
• Landing pages directly matches specific “demand”
• Each page naturally targets multiple search queries
• Structure itself matches demand
© 2007-2012 Roland Dunn
- 31. Relevance Analysis can require significant change ...
And therefore need real commitment from senior management
© 2007-2012 Roland Dunn
- 35. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
© 2007-2012 Roland Dunn
- 36. Experian Hitwise:
• More than 8 million UK internet users
• Terrific data: significant volumes of queries, qualified queries
• Expensive, but ...
© 2007-2012 Roland Dunn
- 40. Google Adwords Keyword Tool:
• Free
• Adwords focused data
• Time-consuming extracting significant volumes
© 2007-2012 Roland Dunn
- 45. What’s Coming?
Loss of understanding what we are relevant to?
Will impact Experian Hitwise
© 2007-2012 Roland Dunn
- 46. 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
- 47. Need to develop other approaches to analyse Relevance?
© 2007-2012 Roland Dunn
- 50. Keyword Research = Relevance Analysis = Digital Market Research
© 2007-2012 Roland Dunn
- 51. Online Branding: Natural Search:
http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/
T: @RefinedPractice T: @roland_dunn
Slides Available At:
http://www.cloudshapes.co.uk/talks/
© 2007-2012 Roland Dunn