Embed Size (px)
Citation preview
Organic Keyword Research and SelectionPubCon- November 2008
Eric PapczunDirector of Natural Search, [email protected]
2
All Clicks are Not Created Equal
© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
• The real KPI of any natural search campaign is conversions! (not traffic volume or rankings)
• A site must be optimized for keywords that drive qualified traffic, not just traffic
• You must look beyond the typical metrics of search volume and competitiveness to understand searcher intent
Just because a keyword has a lot of volume, doesn’t mean you should go after it, even if it’s relevant to your business Just because a keyword isn’t
very competitive, doesn’t mean you should go after it, either
3
Keyword Research Goals
© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
• Think about the site’s unique selling proposition
• Discover what keywords distinguish the brand
• Uncover the keywords that the brand’s qualified consumers are using
• Figure out the products that the site sells that users go direct to the site to buy
• Leverage the site against its competitors
4© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
Keyword Research Goals
Search is also about branding
Searchers trust Google to tell them which brands are most relevant for their keyword. “Own” the keywords you want people to associate with your brand.
Keep in mind that you may not have to optimize for keywords associated with a product that your consumers go straight to your site to buy. Use paid search to balance branding concerns.
5
Keyword Research Methodology
© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
Potential Keyword Qualifiers
SKUs
genre size
culture
style
sub-brands
brands
gender
price
purchase cycle
age
• Conduct a competitive GAP analysis
• Compile keyword rankings and volume
• Run a relevancy algorithm based on keyword qualifiers
• Create a scoring matrix
• Optimize for the keywords that win the highest scores
Dynamic Relevancy Algorithm:
Gives you the best chance of finding the keywords that are most likely to convert
6
What Keywords Would a Qualified Consumer Use to Find a Page Like This?
Ranking Score Assigned to Each
Keyword
• “discount bedding”
• “cheap comforters”
• “cheap bedding sets”
• “printed comforters”
© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
Relevancy Algorithm in Action
This site is more likely to sell to a searcher who comes from the keywords “discount comforters” or “printed comforters” than “bedding” or “white comforters”
7© 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
Relevancy Algorithm in Action
On The Other Hand…a different qualified customer
a different selling
proposition
a whole different keyword
list
