Keywords Hiding in Plain Sight

Using Ngram Analysis and Bayesian Filtering to Find

High Conversion Keywords

@bencken

Would you rather

be this guy…

@bencken

…or this guy?

@bencken

My Background

Performance-Based Content Marketing for B2B Link Building Tools to Help You Scale

@bencken

A Friend’s Video Content Site…

• 26,700 distinct kws

per month

• 90% 1-entrance kws

• 3% of kws converted

• 61% of conversions

from kws under 10

entrances

@bencken

Organic Entrances vs. Keywords

@bencken

Which keywords drive conversion?

N-GRAM ANALYSIS

Approach #1

@bencken

Ngram Analysis

dvd ripping software for mac

ID 2-word ngram (bigram)

A dvd ripping

B ripping software

C software for

D for mac

A

B

C

D

@bencken

@bencken

n-gram Analysis Pros/Cons

• Pros

– Find major phrases that drove traffic and

conversions

– Indicator of what phrases Google is ranking

you for

• Cons

– Hard to compare keyword conversion with

varying volumes

– Ignores long tail data

– Chick and egg problem

BAYESIAN FILTERING

Approach #2

@bencken

Bayesian Filtering

• Same technology that

detects spam

• Based on probability that

words are associated with

conversions

• Finds the phrases and sub-

parts associated with

conversions

@bencken

Google Bestows Upon Us “Prediction”…

• You need…

– Conversion data at kw level

– Excellent Analytics

– Google Cloud Storage

– Google Prediction

• Steps

– Download your keyword data from GA

• Beware of sampling, English only, Same medium, More is better

– Organize keyword data into 2 columns:number,”keyword”

• Number: 1 = converted, 0 = no conversion

– Upload to Google Cloud Storage

– Train a new Predict model

https://developers.google.com/prediction/docs/hello_world

@bencken

Example Training Data0,"best dvd ripping software"

0,"dvd ripping software"

0,"book"

0,"sell videos online"

0,"best free dvd ripper"

0,"turkey"

0,"master cleanse blog"

0,"a book"

0,"dvd ripping software for mac"

0,"learn economics market structure online"

0,"sell videos"

0,"tropic thunder"

1,"chemistry: videos of fission and fusion"

0,"dvd ripping software mac"

0,"selling videos"

0,"prono videos"

0,"special days in december"

0,"selling videos online"

0,"list of december holidays"

0,"grim reaper"

@bencken

@bencken

Let’s Ask a Question…

algebra

calculus

Answer: calculus searches convert better!

Question: Would calculus or algebra search traffic perform better?

@bencken

Prediction At Scale…

So what?

Prediction Value * Google AW

Search Volume = Potential

1) Screen all your top keywords

and ngrams via the model.

2) Screen all those single-visit

keywords for opportunities.

3) Screen suggestions from 3rd

party tools.

Filter performance:97.6% accurate, 2.2% false positive, .2% false negative

@bencken

@bencken

Keyword Tools

• Adchemy

• Adgooroo

• Adwords Keyword

Tool

• ConcentrateMe

• Ispionage

• KeyCompete

• Keyword Discovery

(Trellian)

• Keyword Elite 2.0

• Keyword Spy

• MergeWords

• Market Samauri

• NicheBot

• Searchmetrics

• SEMRush

• SEOBook

• Spyfu

• Ubersuggest

• Wordstream

• Wordtracker

• Wordze

@bencken

Thanks!

Jeremy Bencken

Founder, Wordloop

jeremy@wordloop.com

@bencken