Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth Consulting.

Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth Consulting

Workshop Materials www.whunt.com/sesnyc/

How to use keyword data to Get a raise, bonus, promotion or better job!

17 years experience in Enterprise Search Co-Author Search Engine Marketing Inc. Developed Advanced Keyword Management Suite Bill Hunt & Back Azimuth

Advanced Keyword Modeling By understanding the search terms and analysis you can better understand the needs, wants and intent of the searcher allowing you to: 1.Understand the voice of the consumer 2.Effectively map your content with their query and query intent. 3.Identify new products and services 4.Create and influence PR & social media opportunities 5.Leverage multiple devices & locaitons

Types of Keyword Models Missed Opportunity Matrix Critical Keyword Performance Monitoring Co-Optimization Modeling Preferred Landing Page Monitoring & Optimization Snippet Optimization Integrate Popular Keywords Into content pages EOL Product Handing Integrate Relevant Keywords and Landing Pages into PR and Social Media Product and market research 6

Keyword Experience Fail

The New Data says 66% of commercial searchers click on paid listings 53% click the 1 st organic listing 81% of paid listings dont have organic from same brand 90% of users move between multiple devices to accomplish a task

Why do we underperform? Overreliance on tools It has worked so far so why change Dont have time or budget It seems too complicated Cant make changes (company or agency) Keep hidden to keep my job

Current State of Keyword Modeling 100% segment by brand and non-brand 99% manage Keywords in Excel 75% segment by Business Unit 5% segment by persona 2% segment by purchase cycle 1% segment by category 1% segment by intent or interest 0% segment by content type how to for videos 0% segment by device or location Source: Back Azimuth Consulting October 2012

Advanced Keyword Modeling Success Stories

Realized Benefits Large computer retailer found significant traffic for End of Life products that they had no representation for. Created Pages & PPC ads for each model $400k incremental revenue in 90 days! 12

Realized Benefits UK travel site matched keywords to top ranking pages swapped less than optimal current ranking pages. $120k incremental revenue in 25 days. 13

Realized Benefits National Instruments uses keyword query volume to identify new product opportunities. IBM & Siemens use it to name products Multiple existing and new products have been released as a result of identifying need/opportunity via keyword research. 14

Realized Benefits Ecommerce site mapped paid and organic Co- Optimization and found missed opportunities and cannibalization. $300k in PPC savings in 40 days $250k in SEO revenue in 60 days 15

Cost of the Missed SEO Opportunities By integrating keywords and actioning underperforming words, there is the opportunity to capture an incremental $408mm in NS influenced revenue Annual Cost to capture clicks with PPC $62,245,208 Annual Missed Opportunity of Visits $408,311,924

Understanding Queries

Navigational Queries Queries where searcher knows what they want but dont know the place to find information. Opportunity: To move away from goal destination

Informational Queries Queries where searcher wants to know more about a specific topic. Opportunity: To be in consideration set

Transactional Queries Queries where searcher wants to complete a specific action such as buy something Opportunity: Sales or other conversion + Customer Satisfaction

Keyword Research & Mapping

Brainstorming Keywords Brainstorming words is your starting point. We take these top- level, general keyword phrases and use them as the basis of the next set of actions. Start the process by answering questions related to your business and customers

Primary Keyword Sets 1.Make a list of your products, services and categories of each 2.What do your potential visitors search for when trying to find your product/services/information? 3.When you search for your own site, what do you search for 4.What do you want to be found in the search results for? 5.What terms are currently driving visits to your site (analytics) 6.What are people searching for currently on your site? (site search)

Keyword Research Process and Tools Review your site content for targeted keyword phrases. Start with general words and dig deeper to get more specific phrases that are exact matches. How to Gather Additional Words and Phrases

Mine your Pages for Keywords - Automated Google Keyword Suggestion tool can review your pages and suggest phrases based on what they detect on the page and site.

Google Webmaster Tools

Google Analytics

Step 1 Generate Initial Keyword List 28 KeywordRelated KeywordDemand Rank Data PPC Site Search TypeCommentsPLP diabetes 375,567 diabetes supply58,731 Diabetes symptoms 48,148 Diabetes diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038 Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes information 17,345 Juvenile diabetes 17,125 Initial Keyword Research gives you related words Number of searches last month. How is are the words performing elsewhere Research? Purchase? Service? Research? Purchase? Service? Good word? Bad? Issues? Recommend Landing page URL

Keyword Research Worksheet Brainstorm Words Starter phrases derived from your brainstorm session, from reviewing the site content, and/or by reviewing competitors Web sites Related Variations of the keyword phrases from the brainstorming sessions that contain the Brainstorm Word and gives us an understanding of the searchers language Searches The relative search volume for each phrase over the past month (from one of the keyword research tools) Priority Keywords -- phrases for which you feel your site can and should achieve a top placement in the search engine results pages or be a focus of search marketing Preferred Landing Pages (PLPs) the URLs from your site in which the Recommended Keywords match the content and those pages for which we can begin to develop optimized HTML coding recommendations Open Excel and create a worksheet with the following headings

Keyword Research Process and Tools Supplied Words Starter phrases given to us by the client, from reviewing the site content, and/or by reviewing competitors Web sites Related Keyword phrases that contain the Supplied Word and gives us an understanding of the searchers language Searches number of searches over the past month (in the global database of KeywordDiscovery) Recommended Keywords -- phrases for which we feel the client s site can and should achieve a top placement in the search engine results pages Preferred Landing Pages (PLPs) the URLs of the client s site in which the Recommended Keywords match the content and those pages for which we can begin to develop optimized HTML coding recommendations Keyword Analysis Overview

Keyword Research Process and Tools The Supplied Words are our starting point. We take these top-level, general keyword phrases and import them into our keyword database. The results give us a better understanding of how searchers use this phrase and how often. Continue to Related Supplied Words

Related Keywords The related keywords show us additional phrases to consider for researching and give us an insight into which phrases searchers are using. Sometimes a Brainstorm word does not have any related phrases. This simply means that this term is either very targeted and no one is searching for it yet, or we have not targeted the searchers language. This process is valuable in showing you if you are on target or have missed the targeted keyword market. You an leverage keyword research tools to add additional variations and for the next step of understanding searcher demand for each phrase.

Keyword Segmentation

ABSOLUT KEYWORD ECOSYSTEM Maximizing search exposure for critical keyword sets

Segmentation of Keywords for Optimal Targeting 35 Hot Medium Small and Brand keywords Keywords Number of Search Keywords used in general i.e. heartburn *Cost is high due to high number of induction. Keywords and phrases representing clear objective i.e. heartburn treatment. *Cost becomes high due to high bidding situation of competitors. Keywords and phrases representing more specific objective effective heartburn treatment *Cost Is relatively low due to low competition in bidding PopularNiche High Low *The size of circles represent number of possible induction to website. This part of keyword searcher might go to competitors Good chance of exclusive induction from this part of keywords searcher Target

Mindset > Goal > Keyword > Projection Searchers Mindset: Brand Enthusiast Functionality Adaptor Brand Aware Brand Agnostic MindsetGoalQuery Global Demand Brand EnthusiastDownload Conversionsnokia 6630 software2,255 Functionality AdopterThought Leadershipcell phone search15,120 Brand AwareHandset Switchnokia cell phone49,701 Brand AgnosticBrand Switch/Startcell phone2,906,351 All searchers either Own a compatible phone Own a non-compatible Phone Own a competitors phone Do not own a phone

Purchase Cycle & Intent Researching product use and information? Looking for features and functions? Comparing brands? Looking for discounts? Have they already purchased?

Understanding Qualifiers Words that help us isolate a specific opportunity, interest, audience or need Upper arm shaper Cloud computing deployment strategy Underwater photography mask

Product Segments

Missed Opportunity by Buy Cycle Cat\Buy Cycle TotalInspirationDiscoveryDesignPurchaseRelationship Brand Market Paid Earned Missed0* Branded Technology Market334M38M272M98K1M23M Paid4M52K4M34834K1,608 Earned200M34M150M6.6K900K15M Missed130M3.5M (9%)118M (44%) 92K (93% ) 203K (18%)7.7M (34%) Technology Market610M547M51M826K1.3M10M Paid15M11.5M3.6M11K20K Earned207M196M5.7M79K58K5M Missed388M339M (62%) 42M (82%) 736K (89%)1.3M (94%)5M (49%) Identified 111 new insights about the audience Missing 93% of searchers aware of brand and almost ready to buy

Design Phase IT Managers who are designing systems to manage or procure them Stencils were on a long page of all stencils vs. merchandising pages The type of stencil helps understand the audience and size of company UCS Visio stencils [Designing Solution] 1234x visio stencil [adding product]

Use Buy Cycle Modifiers Leverage sale and buy cycle words -Sale -Closeout -Upgrade -In stock -Refurbished -Special price -discount

Step 2 Keyword Opportunity

Research Demand & Opportunity Leverage one of the keyword research tools to understand variations of keywords and relative search volume for each phrase. Use exact or phrase match to get a closer representation to a natural search query Results are averages and not exact numbers 44 https://adwords.google.com/select/KeywordToolExternal

Keyword Research Process and Tools The related keywords show us additional phrases to consider researching and give us an insight into which phrases searchers are using. Sometimes a supplied word does not have any related phrases. This simply means that this term is either very targeted and no one is searching for it yet, or we have not targeted the searchers language. This process is valuable in showing us if we are on target or have missed the targeted keyword market. Related Words

Research Opportunity 46 https://adwords.google.com/select/KeywordToolExternal

Keyword Research Process and Tools The Searches column shows us the number of times during the previous month that the corresponding Related keyword was searched for. These numbers come from the Global Database provided by KeywordDiscovery. Searches

Google Keyword Suggestion 48 Free keyword research tool that offers a wide selection of keyword variations with local and global search volume. https://adwords.google.com/select/KeywordToolExternal

Google Keyword Results 49 Select what you want and download to Excel or CSV

WordTracker 50 Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. - www.wordtracker.comwww.wordtracker.com

WordStream 51 Subscription-based keyword research tool that offers a wide selection of keyword variations, grouping and ad group filters. - http://www.wordstream.comhttp://www.wordstream.com

Keyword Discovery 52 Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects - www.keyworddiscovery.com

Keyword Research Process and Tools Recommended Keywords are phrases that have been selected as Tier 1 keywords that match up with the various product or services. The Recommended Keywords should be mapped to a Preferred Landing Page and targeted for optimization or can be used during a paid placement campaign. Recommended Keywords

Keyword Selection & Prioritization Keyword phrases are assigned a priority. This is a relative priority and should match your business goals, opportunity and available content. These priorities can change many times during the process but it helps to focus effort and alignment of resources.

Keyword Prioritization 55 Prioritization buckets words into High, Medium and Low categories Categories used to: Control SOV levels on specific segments in paid search Identify priority words for SEO work Advise content developers on best words to include in new content Awareness High Priority Must Have Keywords Medium Priority Keywords that are important but expensive or not targeted enough Low Priority Nice to haves High Priority keywords get 60% of budget & effort Medium Priority keywords get 30% of budget & effort Low Priority keywords get 10% of budget & effort Ensures important words get most exposure

Keyword Tier Allocation Tier 1 keywords get 60% of budget Tier 2 keywords get 30% of budget Tier 3 keywords get 10% of budget Ensures important words get most exposure Focus efforts around Tier 1 copy & metrics with PPC and SEO Review English and local versions of the phrases

Step 3 Map to Searcher Actions

Map Keywords to Predefined Actions Segments Use a brainstorming session to discuss and segment words into appropriate purchase lifecycle segments to understand how to better align messages. This will be very helpful later when creating ad groups and messages for PPC

Keyword Strategy Worksheet | Exercise 59

Keyword Strategy Worksheet | Exercise 60 Other strategic segments?

Step 4 Map to Pages & Platform

Map to Specific Pages 62

Preferred Landing Page Mapping The Preferred Landing Page column is where PLPs are mapped to recommended keywords. If there is no page to be mapped, there are a couple options to consider: 1. Does it make sense to create new content in terms of resources? How much does this potential new traffic mean to you? 2. Should the keyword be added to the paid campaign instead?

Map to Specific Relevant Pages Preferred Landing Pages (PLPs) are used to match keywords to the best page for that word or phrase. 64

Integrate Popular and Relevant Phrases Conduct Keyword Research & Modeling for key segments to ensure identification & integration of relevant keywords into pages Relevant phrases not integrated into content

Current State Performance Once you have your list of keyword phrases, a Keyword Ranking Report can be run to benchmark a site s current position in the search results for these phrases. Knowing how well Preferred Landing Pages are ranking for associated keyword phrases puts a priority on which pages need to be audited for optimization or added to your PPC campaign.

Additional Research Tools

Provides a graphical, relative search volume comparison. Enter in up to 5 search terms. Shows related news. Free but not necessarily current Google Trends www.google.com/trends

Google Trends Pros Free! Signing into Google account provides additional detail & features Data is from a large sample of Internet searches (from Google) Shows related news searches Can segment by region or subregion Filter by time frame Can run against websites as well Cons Numbers are purely relational to the query set No way to export Only preset data filtering Limited to broad, popular search phrases

Keyword Spy Wide selection of keywords Additional unique features See paid and organic data Export master list of words Great for competitive analysis and budget planning Free and Subscription versions www.keywordspy.com

Google Suggest Originally a separate testing lab in beta, rolled into web search August 2008. Search volume inferred based on order, but no quantifiable value.

Google Suggest - Languages Roman characters to Japanese conversions

Google Suggest Pros Free! Data is from Google search data Provides live suggestions as you type Cons No quantifiable data Based on typing order

UberSuggest Scrapes variations of auto suggest for alphabet and some symbols http://ubersuggest.org/

Seed Keywords http://www.seedkeywords.com

Maximize Keyword Modeling & Searcher Intent

78 Create Searcher Intent Models Researching potential searchers keyword variations and assigning them a classification based on what the searcher may be thinking when they do the search. Why did they make that query and what do they want? How does the searchers needs align to business goals?

CIM Uses Leverage Consumer Intent Modeling for paid search campaign launches Leverage CIM data to inform keyword selection at the brand level Leverage CIM data when looking to identify content development opportunities CIM data will continue to help answer search landscape questions at the brand level

80 98% of budget 100% Revenue

Keyword Segmentation 9/10 first page listings in Google for Cloud Computing are What is cloud computing Segmentation of the Top 100 keywords related to Cloud Computing 51% of all queries related to what is cloud computing

Keyword Segmentation 75% of the queries were clothing type + shapewear Focus PPC messages, social media and content prioritization Segmentation of the Top 100 keywords related to Shapewear

Searcher Interest Mix-Match 1.Shapewear intimate? 2.Shaping underwear? 3.Shapewear? 4.Spanx? 5.Girdle? All the above but one more than the other! What is this a picture of?

Consumers Vocabulary Advertisers dont want to call it what it is Girdle 1.Most volume of any word in category 2.Most descriptive of any word in category 3.Cheapest CPC of relevant words in category

Influence Design & Content Search needs to use consumers words Create a taxonomy that can be translated into a content & search strategy 85 Category Shapewear Denim Clothing Apparel Category Shapewear Denim Clothing Apparel Garment Tank Top Slip Girdle Legging Bottoms Panties Bras Dress Garment Tank Top Slip Girdle Legging Bottoms Panties Bras Dress Body Feature Body Whole Body Tummy Toushy Butt Legs Bust Thighs Body Feature Body Whole Body Tummy Toushy Butt Legs Bust Thighs Function Shaping Shaper Slimming Slimmer Control Wrap Smoothing Function Shaping Shaper Slimming Slimmer Control Wrap Smoothing Brand Yummie Yummie Tummie Yummie Life Spanx Spanxs Brand Yummie Yummie Tummie Yummie Life Spanx Spanxs Feature Strapless Cotton Rayon Best Quality Premium Feature Strapless Cotton Rayon Best Quality Premium Taxonomy

Content to Satisfy Need How To related searches 80,000 monthly

Brand Engagement & Consumer Need Stain Removal 100,000+ related searches 100,0000+ monthly Product use related searches

Audience Identification

CXO Persona Title: CEO, CFO, CIO Audience Goal: Increase shareholder wealth Business Goal: Show how the cloud can reduce IT costs and increase efficiency Interests: Golf, Making Money, Wine, Travel Targeting Keywords: Cloud computing, golf vacations, cloud computing benefits

Leverage Form & Click to Chat 25 primary cloud computing keywords Tracked keyword to form data Tracked keyword to click to chat

Cloud Computing Audience Content adjusted for consultants & IT Managers 40% lift in engagement

Consumer Interest Modeling Pets

Consumer Intent Modeling | Overview Step 1 - Review the brand sites, competitor sites, and relevant informational sites for keywords

Consumer Intent Modeling | Overview Review the site for Trailhead Words 300+ Trailhead Words

Consumer Intent Modeling | Overview Step 2 Collect Related Keywords

Consumer Intent Modeling | Overview Step 3 Categorize Master List of 2,600+ Keywords Topic Subtopic 1 Subtopic 2 Intent Brand Puppy Kitten Adult Senior Coupon Organic

WHAT DID WE FIND?

Topic Overview A majority (58%) of searches in the landscape are dog related, followed by 25% cat related, and 17% pet related

Intent Overview Top Keywords Learn Compare Entertain Shop

Food Overview Topic Breakout 66% of searches related to food are dog related 66% of searches related to food are dog related Searches on dog food are nearly 2.5 times higher than searches for cat food Searches on dog food are nearly 2.5 times higher than searches for cat food

Food Overview - Subtopics Purina branded search queries is the second highest subtopic for both cat and dog food Searchers are qualifying food searches with a variety of subtopics, with the Purina brands second to only the General category

Food Overview Top Keywords Dog Cat Pet These keywords help to further illustrate the differences in demand for the different groups Keyword selection / opportunities for content development will vary at the brand level, depending on brand offerings / goals

Food Overview Purina Brands Purina branded search queries represent 18% of all search volume within the food category

AUTHORITY SITES ANALYSIS

Authority Sites Analysis Value Identify potential targets for inclusion in PR distribution Identify potential link partners Identify influential Social Media sites including blogs and forums Understand authority sites for our target keyword landscape (once identified)

Authority Sites Top Performers Organic ranking was run against all 2,700+ keywords looking for ranking in the first 10 pages of results Below are the top sites regarding ranking for our keyword landscape: Notable domains: Purina.com: 170 ProPlan: 84 Iams: 69 Fancy Feast: 35 LongLiveYourDog: 31 Eukanuba: 20 Purina ONE: 17 Notable domains: Purina.com: 170 ProPlan: 84 Iams: 69 Fancy Feast: 35 LongLiveYourDog: 31 Eukanuba: 20 Purina ONE: 17

How Authoritative are you?

Align to Social Media

Alignment to Social Media Add Tier 1 keywords to social media monitoring Understand the sentiment of keywords Understand the context of words Compare search volume conversations and conversions Identify influential Social Media sites including blogs and forums for link building

Combine Search & Social Data Identified interest in labor day deals 45 days earlier Identified key interest destinations targeting via PPC 110

111 Daily Volume of Social Media Messages Mentioning Body Shaper January 1 January 31, 2012 Jan 16: Volume spike due to free shipping promotion on Silkies.com

112 Word Cloud of Social Media Content Mentioning Body Shaper January 1 January 31, 2012

Rethinking the experience This translates into an experience that provides the user with progressive levels of information about shapewear: User Categories Garment Type Category Bridal Maternity Post-surgery Business Night Out/Date Casual Tank Features Compression Fit Material Control Event/Occasion Body Shape Tanks Briefs Slips Clothing Curvy Top Heavy Bottom Heavy Square/Flat

Ad Influence 65% increase in clicks and 48% increase in conversions after refocusing ads on control

Mining for Opportunity [Job Preservation & Security]

Low Hanging Fruit Opportunities Traffic & Relevance Missed Opportunity Matrix - Critical Keyword Performance Monitoring Preferred Landing Page Monitoring & Optimization Snippet Optimization Integrate Popular Keywords Into content pages EOL Product Handing Integrate Relevant Keywords and Landing Pages into PR and SMaC Infrastructure Ensure key pages are available and indexed by spiders Segment local country URLs to allow for Google Geographical Targets 116

Missed Opportunity Models 3.75% increase clicks would bring additional 111k visitors Potential for $220k in PPC click costs reduction if ranked better

Underperforming Keywords Monitor words that are ranking but not getting fair share of traffic.

Bad Snippets for Top Ranked Words 119 Phrase: Blade Servers Rank: #2 in Google Searches: 90,500 Visits: 504 (.56%) Avg CPC: $9.08 Phrase: Virtualization Solutions Rank: #2 in Google Searches: 9,900 Visits: 23 (.23%) Avg CPC $8.56

Coupon Codes How many search for yours?

End of Life Product Opportunity Fixing EOL landing pages and snippets should deliver additional 50k visitors per month Company generated $400k in incremental revenue Keyword Phrase Google Rank Search Volume NS Visits NS Impressions Share of Opportunity10%20% Model Number Keyword 11368,000200100%0.05%36,80073,600 Model Number Keyword 2122,20025100%0.11%2,2204,440 Model Number Keyword 3114,80039100%0.26%1,4802,960 Model Number Keyword 4612,1000100%0.00%1,2102,420 Model Number Keyword 5212,100114100%0.94%1,2102,420 Model Number Keyword 619,9000100%0.00%9901,980 Model Number Keyword 739,9000100%0.00%9901,980 Model Number Keyword 818,100373100%4.60%8101,620 Model Number Keyword 918,1001,548100%19.11%8101,620 Model Number Keyword 1018,1000100%0.00%8101,620 Model Number Keyword 1116,6000100%0.00%6601,320 Model Number Keyword 1214,4000100%0.00%440880 Model Number Keyword 1324,4000100%0.00%440880 Model Number Keyword 1423,60042100%1.17%360720 Model Number Keyword 1513,60045100%1.25%360720 Model Number Keyword 1612,9000100%0.00%290580 Model Number Keyword 1712,9000100%0.00%290580 Model Number Keyword 1812,90026100%0.90%290580 Model Number Keyword 1911,90047100%2.47%190380 Total506,50024591.63%50,650101,300

Sort Products - Margin

Predicting Opportunity

Source: Optify 2012 - http://www.optify.net/inbound-marketing- resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr- curve

Source: Back Azimuth Keyword Management System Your Data and 235 Filters?

Source: Back Azimuth Keyword Management System Does it change by Persona?

Mine Needs & Wants

Use Site Search Questions for Content 27,211 questions identified in database 600,012 on-site searches for questions How 10,240 What - 6,333 Can (I or We) 6,162 Where 2,116 When 1,505 60% of queries had NO RESULTS

Monetizing Questions 600,012 site searches annually 15% identified as directly merchandisable 35% potentially merchandisable Average Sale $200 10% conversion rate $4.5 Million Annual Incremental

Integrating Paid & Organic Search [Co-Optimization]

Balance between Organic Search with Paid Search Key Motivators to Integrate: Paid Search is expensive Change the website take time to update Once rankings achieved transfer paid search budget to organic optimization activities Long Term Objectives Reduce the paid search increase top ranking on natural search (advertising efficiency) If you loose the top ranking raise paid search to maintain the exposure

Co-Optimization Objectives To increase the efficiency of a companies Search programs by leveraging co-optimization opportunities with paid and organic search. To identify missed opportunities for exposure due to irrelevant snippets, lack of ranking, mixed messages and segment cannibalization To refine and develop a scalable process and management system to scale co-optimization across business units and geographies. We are not trying to eliminate the need for PPC but ensure we are maximizing its use as strategically and tactically as possible. 132

What is the current state? For the target set of keywords, understand the current state for each of the phrases by answering the following questions 1.Do we have paid and organic listings for the same phrases? 2.If listed, which sections of the site are represented? 3.Does the PPC listing represent the intent of the searcher? 4.Does the Organic listing represent the intent of the searcher? 5.Does the Organic listing represent our best offer?

Cannibalization or Collaboration?

Collaboration or Cannibalization? What is the collaborative impact of having the #1 PPC listing, and the #1 and #2 organic listing for this phrase?

Paid & Organic ROI Review Negative PPC ROI Positive PPC ROI Table format inspired by Brad Geddes at http://certifiedknowledge.org

Highest CPC Collaboration 0 Top 20 CPC keywords have top 5 ranking and generate 0 visits to the site

Collaboration or Cannibalization? 12/10/10138

Collaboration or Cannibalization? 12/10/10139

Example: Poweredge Servers What is the collaborative impact of having the #1 PPC listing, and the #1 and #2 organic listing for this phrase? 140

Sync Paid and Organic Messages Double the exposure of single entries Make them complimentary Leverage Partners Leverage ShelfSpace 141

Monitor SEO & PPC Collaboration Demonstrate the collaboration of PPC and SEO Use SEO to reduce clicks on high CPC keywords Fortune 100 company increased PPC efficiency 300% by monitoring SEO & PPC Performance

Integrated Keyword Performance Modeling What keywords are really converting in paid and organic? What are low-hanging fruit that can be optimized? What is the cannibalization effect of paid and organic? Leverage the partnership with Neo to drive an improved performance Fixing copy on #1 organic listing saved $24k in 1 st month

Highest Media Cost

Key steps to Successful Modeling Understand the intent of the user queries Understand the real performance of keywords Understand the context of keywords Classify keywords in logical segments to enable classification and modeling Do anything other than just collecting in Excel

Questions? Bill Hunt [email protected] @billhunt

Free Month of Keyword Management Contact Back Azimuth and reference the code SESNYC12 For a free month of access to our keyword management tool. www.back-azimuth.com

Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth Consulting.

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Transcript of Advanced Keyword Modeling Workshop Bill Hunt Back Azimuth Consulting.