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organic_keyword_research_and_selection-eric_papczun.ppt

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The document discusses organic keyword research and selection. It emphasizes that the real key performance indicator (KPI) of natural search campaigns is conversions, not just traffic volume or rankings. It also stresses the importance of optimizing a site for keywords that drive qualified traffic aligned with the site's unique selling proposition, products, and branding, rather than just focusing on keyword volume and competitiveness. The document presents a keyword research methodology involving qualifiers, competitive analysis, and a relevancy algorithm to identify and score keywords most likely to convert visitors into customers.

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Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]
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
Keyword Research Goals 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 © 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. © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. 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.
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
Relevancy Algorithm in Action 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. 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”
Relevancy Algorithm in Action © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. On The Other Hand… a different qualified customer a different selling proposition a whole different keyword list
Thank You! For questions, contact: Eric Papczun Director of Natural Search [email_address]

More Related Content

organic_keyword_research_and_selection-eric_papczun.ppt

  • 1. Organic Keyword Research and Selection PubCon- November 2008 Eric Papczun Director of Natural Search, Performics [email_address]
  • 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 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 © 2008. All rights reserved. Performics Inc. Proprietary and Confidential.
  • 4. 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. © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. 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. Relevancy Algorithm in Action 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. 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. Relevancy Algorithm in Action © 2008. All rights reserved. Performics Inc. Proprietary and Confidential. On The Other Hand… a different qualified customer a different selling proposition a whole different keyword list
  • 8. Thank You! For questions, contact: Eric Papczun Director of Natural Search [email_address]

Editor's Notes

  1. -When it comes down to it, top rankings or a lot of natural search traffic doesn't matter if the keywords people are coming from don't end up converting.
  2. -This keyword research methodology is just a scientific way (with the dynamic relevancy algorithm) of finding keywords that are more likely to convert by doing in-depth research into a site’s audience base and what they search for on the engines
  3. -This site sells things like "comforters" and "bedding" which get a lot of search volume and are relevant. But when you take the time to understand how the site distinguishes their brand from their competition and think about their competitive advantages, we realize they sell to people searching for "cheap comforters" or printed/specific colored comforters.