using search science for keyword research by tony verre

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#SMX #23C1 @TonyVerre Using Search Science for Keyword Research Understanding Your Consumer’s Journey

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#SMX #23C1 @TonyVerre

Using Search Science for Keyword Research

Understanding Your Consumer’s

Journey

#SMX #23C1 @TonyVerre

Conversation Starters & Ice-Breakers

•  Founder  DreamFire  Digital  •  Blissfully  Obsessed  with  Digital  Marketing  •  Literary  Teacher-­‐Turned-­‐SEO  •  Comic  Nerd  •  Fledgling  Improviser  •  Full-­‐time  Weekend  Soccer  Dad  

#SMX #23C1 @TonyVerre

Consumer Marketing Surveys Don’t Always Tell the Truth

You Can Only Believe Half of What You Hear & Read

#SMX #23C1 @TonyVerre

Consumer Marketing Research

Lost  1.85  Billion  Dollars  when  consumers  indicated  in  a  survey  they  wanted  to  see  “less  cluttered  shelves”  

In  response  to  the  “Pepsi  Challenge”,  spent  4  Million  dollars  in  nation-­‐wide  taste  tests  and  a  lot  of  pride  

Consumers  said  they  wanted  an  “adult  burger”,  spent  $300  million  on  the  research,  production,  and  marketing  for  the  Arch  Deluxe  

#SMX #23C1 @TonyVerre

The Consumer Pinocchio Syndrome

50%  -­‐  84%*  of  consumers  don’t  provide  honest  responses  about  their  behaviors  in  

marketing  surveys  

Sources:  mTAB,  “Why  People  Lie  on  Customer  Surveys;  LightspeedGMI  “Honesty  Detector”    

#SMX #23C1 @TonyVerre

No One Lies To Search Engines

•  3  Billion  Searches/Day    

•  1.1  Trillion  Searches/Year    

•  12  Years  of  Search  Trends  

•  15  Years  of  Consumer  Search  Behavior  

•  #1  Online  Retailer  in  the  World    •  44%  Start  Product  Searches  on  

Amazon    

•  2.25  Billion  Unique  Visitors/Year    

•  12  Years  of  Consumer  Search  Behavior  

#SMX #23C1 @TonyVerre

Awaken Your Inner Search Scientist

Get  inside  consumers’  heads  using  observable  and  quantifiable  search  data  to  discover  consumer  needs,  intents,  and  search  behaviors  

#SMX #23C1 @TonyVerre

Using Search Science To Discover The Consumers’ Journey

#SMX #23C1 @TonyVerre

Tools of the Search Scientist Trade

#SMX #23C1 @TonyVerre

Phases of the Consumer Search Journey

Consumer  Need  State  

Research  &  Discovery  

Purchase  Consideration  

Purchase  

Reviews  &  Evaluation  

What need(s) is the consumer trying to solve with

the product or service?

The primary search terms and phrases consumers

start their research and discovery of products with:

-  HEAD TERMS -  Main Research

Segments

Consumers use terms like, “Where can I buy,” and also with product-specific criteria

88% of consumers trust online reviews as much as a personal recommendation; 70% use reviews before purchasing

Consumers  use  more  long-­‐tail  terms,  start  narrowing  brands  like,  “[BRAND]  review”  or  “[BRAND]  +  Product,”  more  review-­‐centric  

#SMX #23C1 @TonyVerre

Using  Google  Trends  

#SMX #23C1 @TonyVerre

Where It’s Been & Where It’s Going

Use  3  –  5  Year  Business  Cycle  to  examine  consumer  search  trends  

Top-­‐Level  trends  can  be  misleading;  compare  terms  to  the  category  for  a  true  sense  of  what  search  terms  are  driving  the  category  

#SMX #23C1 @TonyVerre

Getting To Know the Category

Catalog  topics,  queries,  and  the  geographical  centers  that  are  driving  the  product  category  

Popular  Topics   Top  Queries   Geographic  Hubs  

#SMX #23C1 @TonyVerre

Using  Google  Predictive  Search  

#SMX #23C1 @TonyVerre

Using Google’s Crystal Ball

Use  Google  Predictive  Search  and  Related  Searches  on  head  terms.  Screen  shoot,  catalog,  rinse  and  repeat  

#SMX #23C1 @TonyVerre

Using  Google  Keyword  Planner  

#SMX #23C1 @TonyVerre

Boiling The Ocean of Keywords

1  

Enter  head  terms,  top  phrases,  and  predictive  terms  using  the  closest  category  possible  

Review,  examine,  and  add  as  many  Keyword  Planner  groups  to  your  plan  

2  

Download  to  XLS  and  prepare  to  start  boiling  the  ocean  

Tip: Concentrate on 1 product/service at a time

3  

#SMX #23C1 @TonyVerre

Sifting and Refining the Salt

#SMX #23C1 @TonyVerre

Using  Amazon  Predictive  Search  

#SMX #23C1 @TonyVerre

When They’re Ready to Buy

As  eCommerce  and  the  Digital  Shelf  continue  to  expand  reach,  Research  and  Discovery  &  Purchase  Consideration  Terms  are  now  the  

Purchase  Terms.    

Amazon  Predictive  Search  is  the  doorway  to  understanding  what  unbranded  terms  

trigger  purchase  

#SMX #23C1 @TonyVerre

Synthesizing  Consumer  Needs  &  Behaviors  

#SMX #23C1 @TonyVerre

Synthesizing Your Search Need States

Taking  All  This:  

 529,570      301,660    

 111,620      105,880    

Largest  Need  States  by  Volume  

Hair  Types  &  Types  of  Shampoo/Conditioner  

Brands  of  Shampoo/Conditioner  

Head  Terms  &  Best  Shampoo/Conditioner  

Shampoo/Conditioner  Ingredients  

Shampoo/Conditioner  for  Gender  

Into  This:  

#SMX #23C1 @TonyVerre

#SMX #23C1 @TonyVerre

Building  Long-­‐Term  Digital  Strategy  

#SMX #23C1 @TonyVerre

It’s More Than On-Page; It’s Digital Marketing Strategy

Semantic  Targeting  

Site  Architecture   Content  Creation  

Paid  Search  

#SMX #23C1 @TonyVerre

SEE YOU AT THE NEXT #SMX!

THANK YOU!