keyword segmentation

How to Organize Keywords into Highly Targeted, Customer

Focused Campaigns

Stoney deGeyter - Pole Position Marketingstoney@polepositionmarketing.com

Keyword Segmentation

© Copyright 2010 Stoney deGeyter

Why keyword segmentation matters…

Target your audience effectively

Know who your audience isright keyword, wrong audience

right audience, different terminology

Know where your audience iswords they use what they mean

© Copyright 2010 Stoney deGeyter

Interest

Gather

ResearchExclude

Purchase

Visitor Search Cycle

© Copyright 2010 Stoney deGeyter

Customer Focused Segmentation…

Target Audience

Areas of Interest

Needs to be Met

Business

Students

Hobbyists

Education

Information

Ideas

Strategy

Direction

Community

© Copyright 2010 Stoney deGeyter

Not All Keywords Are Equal

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•High volume, low targeted traffic•Low ROI

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

• Lower search volume, Higher targeting

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•Plurals, singulars and stems•Changed word order

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•Geo-targeting improves conversions•Add geo-qualifiers as necessary

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•Analyze for convertability• Eliminate phrases that don’t convert

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•Actively searched phrases• Start with lower-hanging fruit

Single-word

Multi-word

Phrase variations

LocalizedConvert-ability

Search volume

Info queries

•Answers “about” type questions• Target as secondary

© Copyright 2010 Stoney deGeyter

Step 1: BrainstormWhat can I find in thesauri, taxonomies and ontologies?

What is the average customer searching for?

What are my visitors trying to accomplish?

What terms are used in industry glossaries and reference materials?

What solutions do I provide?

Are there any geographical phrases that are relevant?What terminology

describes problems I solve?

What related categories can I find in search directories?

What questions are my visitors asking?

© Copyright 2010 Stoney deGeyter

Related Phrases

Quintura

Searcher Terms

Step 2: Dig

WebsiteTitle tags

Meta keywords

Meta description

Text

Navigation

ResearchTools

How do people find

you?

What qualifiers are used?

What keywords convert?

Analytics

© Copyright 2010 Stoney deGeyter

Step 3: Sort ROI Terms

• Intent• Desire

Searcher

• Seasonal• Future

Trends • Gaps• Profits

ROI

© Copyright 2010 Stoney deGeyter

free

uk

cheap

Step 3: Remove the Junk

© Copyright 2010 Stoney deGeyter

Step 5: Prioritize

Search volume• How often?• Low volume = low

results

Target Audience• Better conversions• Better targeted =

lower volume

Profit Margin• Better conversions• Higher markup• More demand

Meet Demand• Avoid driving traffic

where expected demand cannot be met

© Copyright 2010 Stoney deGeyter

Buy Blue Widgets

California Widgets

How to Use Widgets

Red Widget Review

Discount Widgets

Custom Widget Design

Step 6: Map Core Words to Content

© Copyright 2010 Stoney deGeyter

Step 7: Organize

beauty supply

beauty supplies

discount beauty supply

natural beauty

supplies

beauty supply store

KPI: Achievable, Results, Profitability

© Copyright 2010 Stoney deGeyter

Shop

BuyInfo

Research

•Looking for general information•Don’t know what they really

want•Optimize on higher-level

category pages and articles

•Have narrowed down to product type •Comparing features•Optimize on category and comparison pages

•Have specific product in mind•Looking for trustworthy place to buy•Optimize on specific product pages

Step 8: Segment Keywords

•Looking for education•How-To and other informational queries•Optimize on blogs and article pages

© Copyright 2010 Stoney deGeyter

Cheap•discount•bargain

Organic•natural•raw

Present•gift•surprise

by meaning…

Basketball•baseball•football

Foxtrot•Waltz•Tango

Oscars•Grammys•Emmys

Step 9: Group Related Qualifiers

by relation…

© Copyright 2010 Stoney deGeyter

Let Content Guide Keyword Usage

Fit

Space

Message

Distraction

Noticeable

Flow

Adjust

Delete if Necessary

Be Creative

© Copyright 2010 Stoney deGeyter

Thank You!

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