Download - Keyword Segmentation
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How to Organize Keywords into Highly Targeted, Customer
Focused Campaigns
Stoney deGeyter - Pole Position [email protected]
Keyword Segmentation
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© 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
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© Copyright 2010 Stoney deGeyter
Interest
Gather
ResearchExclude
Purchase
Visitor Search Cycle
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© 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
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© 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
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© 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?
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© 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
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© Copyright 2010 Stoney deGeyter
Step 3: Sort ROI Terms
• Intent• Desire
Searcher
• Seasonal• Future
Trends • Gaps• Profits
ROI
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© Copyright 2010 Stoney deGeyter
free
uk
cheap
Step 3: Remove the Junk
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© 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
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© 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
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© Copyright 2010 Stoney deGeyter
Step 7: Organize
beauty supply
beauty supplies
discount beauty supply
natural beauty
supplies
beauty supply store
KPI: Achievable, Results, Profitability
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© 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
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© 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…
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© Copyright 2010 Stoney deGeyter
Let Content Guide Keyword Usage
Fit
Space
Message
Distraction
Noticeable
Flow
Adjust
Delete if Necessary
Be Creative
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© Copyright 2010 Stoney deGeyter
Thank You!
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