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Running international travel sites is one of the trickiest scenarios for digital marketing, but one of the most interesting to work within if you are an experienced international digital marketer. In this session, Kezia will lift the lid on how developing an Audience Intent Analysis - a foundation for how SEO, paid, social and content marketing strategies are developed – can radically improve performance for your global strategy. She will explore how search language and behaviour can vary between markets and how this can impact your site and strategy for digital marketing worldwide. A must-see for brands that have difficulty in improving visibility in online markets.
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Search intent and digital strategies
@ObanDigital
AUDIENCE INTENT ANALYSIS
September 2014
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David OgilvyFounder of Ogilvy and Mather
Search is amazing for knowing a person's intent
Adam AudetteChief Knowledge Officer, RKG
HOT DOG
What is search intent?
Many different inferences that can be made by a single term
Our method seeks to find the most common association so that as a business we can be ready to answer that query
What is search intent?
Search intent classification
Navigational – low value, clear intent (facebook, brand +website)
Informational – topic search, find information which is assumed to exist
Transactional – most valuable, most competitive!
Commercial – informational query with future business implications
Custom – structural, branding, terminology
WE LOVE DATAAs much as these ladies love bread!
What does this analysis allow us to do?
Find out what potential customer’s search intentions are and
how best to capitalise on them
Learn what and how search language is used by people when
they’re online
Make use of insights to direct search engine optimisation, paid
media campaigns, content creation and social media effectively
How is an Audience Intent Analysis Conducted?
9
Seed concepts were generated based on website investigation and analyst industry knowledge.
Seed Concepts
These keywords were fed into a keyword tool which outputs thousands of user searches related to this field.
Generate Keywords
Search volumes were obtained for all keywords for the local market over the last 12 months and a monthly average calculated.
Calculate Search Volumes
Keywords were then grouped and classified based on their semantic distance to one another.
Categorise Data
Once categories are created, relationships between categories are analysed.
Perform Cluster Analysis
The data is then cut and filtered to expose patterns and insights into user behaviour.
Identify Patterns
Relevant insights related to the website are extracted.
Extract Insights
Solutions based on insights are created and presented back to the site strategy.
Find Solutions
Typical Short Tail Long Tail Keyword Graph
Short Tail Terms
Long Tail Terms
Sear
ch O
ppor
tuni
ty
Keywords
How we like to see it…
OK– some good keywords
Many keywords to analyse!
Sear
ch O
ppor
tuni
ty
Keywords
What’s the difference to a good old keyword research?
2011
2012
2010
2008
2009
2007
2006 2005
2004 2002 2001
1999
20002003
Representation of Global Searches
http://www.internetlivestats.com/google-search-statistics
Why is this important to travel marketing?
Competitive market, multi device
SERPs are structured with location based information – need to look beyond these. Competing with Google!?
Google has a vested interest in understanding intent so you should too
Slicing Data
Holiday Type Clusters ES
Disney All inclusive Apartment/house
Hotels Package Luxury Excursions Resort0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Holiday Type
Sum of Searches
Holiday Type Clusters UK
Disney
Villa
Package
All inclu
sive
Excursi
ons0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Holiday Type
Sum of Local Monthly Searches
Destination Clusters ES
miami orlando disney florida orlando florida0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Destination
Sum of Searches
Destination Clusters UK
Orlando
MiamiKeys
Jacksonvil
le0
2,000
4,000
6,000
8,000
10,000
12,000
Destination
Sum of Local Monthly Searches
How this Data Enhances Digital Strategy
Audience Intent
Analysis
PAID MEDIA KEYWORD
& STRUCTURE
PPC AD-COPY
CONTENT AUDIT
PLANNING &
CALENDAR
SOCIAL AUDIT
PLANNING &
CALENDAR
SEO ONPAGE
CRO DISCOVERY
INT’L TECH AUDITS
SITE STRUCTURE
ONGOING SUPPORT
CONCLUSION
Conclusion
Understanding search intent / behavior is essential to digital strategy
More is more – if you know how to churn the data!
Classify and create activity for Paid, SEO, Content and Social channels
Link your digital channels with a single language focus
Kezia BibbySenior Strategist
+44 (0)1273 93609407814 046610
www.obandigital.com
Website: www.obandigital.com Telephone: +44 (0) 1273 704 434
Email: [email protected] Twitter: @ObanDigital
