Clients and brands expect you to “feed the funnel”. But, all traffic is not the same. Attracting prospects via search marketing requires more than just acquiring traffic. All visitors are not worthy of targeting with ads, budget or content. How will search marketers: – segment key phrases to assign value and apply effort – seize on the best expressions of transactional intent – find what content and terms are top performers for competitors – act on the clearest indications that searchers are bottom of the funnel – “grease the ways of commerce” with trust-inspiring pages, policies and user-generated content In this talk: Build your best practices. Learn quick processes to identify clear-cut intent to convert. Plan simple steps that work and then provide the ads, content and landing pages to turn browsers into buyers, and buyers into loyalists.

1. How to Adopt
Competitive Research
and Phrase Power
to Fuel Conversion
Conversion
Conference
2015
#ConvCon

2. Michael Stricker
U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Strategize, plan and act to achieve business goals
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community,
SEMrush.com Publications Philadelphia Inquirer and
Philly Ad News.
#ConvCon

3. 1. Segment key phrases to assign value and apply effort
2. Seize onthe best expressions of transactional intent
3. Act onthe clearest indications that searchers are
bottom of the funnel
4. Find what content and terms are top performers for
competitors
5. “Grease the ways ofcommerce" with trust-inspiring
pages, policies and user-generated content
#ConvCon

4. Segment key phrases to
assign value and effort
Identify Competitors
• SERP Competitors
• Business Model Competitors
• Keen Competitors

5. Identify &Evaluate Competitors

6. Identify &Evaluate Paid Competitors

7. Identify &Evaluate Paid Competitors

8. Steal from the Rich.
▲ Ads Traffic rising,
▲ Ads Keywords rising,
▼ while Ads Traffic Price falls

9. Rich paid traffic.
▲ Ads Traffic rising…
Paid Search Positions

10. Rich Keyword Treasury.
▲ Ads Keywords rising
Paid Search Positions

11. Smart ad savings.
▼ while Ads Traffic Price falls
Paid Search Positions

12. Google Shopping.
PLA Ads
Higher CTR than AdWords
Higher Conversion Rate than AdWords
Higher Return On Ad Spend (ROAS)
20% of Google Ad Clicks in Q4 2014 from PLAs

13. Identify &Evaluate PLA Competitors

14. Filter byProduct, Export PLA Competitor Keywords

15. Identify &Evaluate Organic Search Competitors

16. Seize on the best
expressions of
transactional intent
Perform Competitive Keyword Research
• Keyword Research
• Phrase Report
• Related Terms

17. Keyword Research

18. Keyword Research
Deep dive for long-tail with transactional intent
• Used baseball gloves (new business model)
• Cheap wilson a2000 baseball gloves
• Closeout pitcher baseball gloves
• Best glove oil (sell accessories, increase AOV)
• Reviews wilson a2000 baseball glove
• Fast ship wilson ball glove (in stock, local)
• Bulk order little league baseball gloves

19. Phrase Report
KW>Keyword Research/Full Search
Phrases and sentences of transactional intent
• Wilson a2000 for sale
• wilson a2000 cheap / clearance / closeout
• Wilson a2000 discount /coupon /code
• How tofit a Wilson a2000 baseball glove
• Customize your own wilson a2000
• Evan longoria wilson a2000 11.5 model 7288

20. Related Terms
• Softball balls (related products)
• Baseball mitt (synonym)
• Wilson glove builder (tools)
• Blue baseball glove (specific, heart set)

21. 5 Ws that signal intent
1. Who
2. What
3. When
4. Where
5. Why
…and How! transactional
Informational
}

22. Act on the clearest
indications that searchers
are bottom of the funnel
Test AdWords Keywords
Infuse Product Landing Pages and Descriptions
Enhance Google Shopping Feeds, groups, labels

23. Find competitor’s top
performing content
BuzzSumo
• Domain &Keyword Content that resonates
• Content Types that excel
• Influencers

24. Find what competitor
terms are top performers
Traffic, Keywords, Traffic Cost
Ads History
• Smart Competitors
• Long History of Investment
• Increasing Spend (results)

25. Boost conversion with
trust-inspiring pages,
policies and user-
generated content

26. Funnel?
1. Issues
2. Consideration
3. Qualification
4. Negotitation
5. Purchase

27. Funnel!
1. Issues
2. Consideration
3. Qualification
4. Negotiation
5. Purchase
6. Customer Service / Support / Surveys / Followup
7. Brand Followers / Advocates

28. Inspire trust, or no purchase
Allpages & elementsencountered by prospectsat any funnel stage:
• Landing Pages and split tests
• Contact Forms
• Success pages and Email confirmations
• Ratings, Reviews, Testimonials
• Trust Pages: About Us, Contact Us, Bios, Guarantees, Warranties,
Privacy Policies, Terms of Use
• Forms (Purchase, Payment Methods, Shipping Options)
• Receipts, Invoices, Notices
• Instructions, Directions, Tutorials
• Webinars, Blog Posts, Whitepapers,
ebooks, Videos

29. 1. Key phrases ofvalue to apply effort
2. Expressions oftransactional intent
3. Act onbottom of the funnel searchers
4. Find competitors’ top content and terms
5. Insipre trust and extend the winwith “Trust Pages”,
and ratings, reviews and testimonials
#ConvCon

30. Offer
FREE Trials of SEMrush
FREE Demonstrations Available
http://semrush.com
#ConvCon

31. Questions?
#ConvCon

32. Thank you!
#ConvCon

33. Free Keyword Research?
Answer depends on your goals, of course.
Generalresearchwith somegrouping andideas:
Google AdWords Planner
Becauseofthe marketdifference:
Bing Keyword ResearchTool
Historicalperspectiveonpopularity ofterms:
Google Trends
CommercialorTransactionalintentfrom differentplatformsina single,free tool:
Soovle (offers Wikipedia,Amazon, YouTube,BingandYahooforFREE)

34. Free Keyword Research?
Answer depends on your goals, of course.
Keyword Content Popularity and Resonance (measured by shares)
BuzzSumo
Searches made by others who have begun typing your query:
Google Auto-Suggest (FREE, it's right there in Google as you type your query)
UberSuggest (FREE)
Upstream and Downstream Searches that result from searcher behavior, what
searchers may ultimately click on as they began with your own term
Google Related Searches

35. Free Keyword Research?
Answer depends on your goals, of course.
KeywordTool.io (FREE)
WordStream Free Keyword Tools (Negative, Grouper and NicheFinder)
Competitive Keyword Research
Organic Keyword Research
AdWords PPC Keyword Research
Google Shopping PLA Keyword Research
SEMrush (the free version gives a limited number of results) (paid version: 106M
Keywords)