keyword seasonality and international research - seozone 2015
TRANSCRIPT
HOW CAN WE MAXIMISE THE
EFFICIENCY OF OUR KEYWORD
TARGETING?
YOUR CUSTOMERS SEARCH FOR MUCH MORE THAN THE HEAD
TERMS
“Dresses”
vs.
“Long Red Silk Dresses”
Jan-Aug: “Dresses for a Wedding”
vs.
Dec: “Sparkly Party Dresses”
ECOMMERCE KEYWORD RESEARCH
Decision making processProblem recognition
Information search
Information evaluation
Purchase decision
Post-purchase evaluation
Sheila
Problem recognitionProblem recognition
Information search
Information evaluation
Purchase decision
Post-purchase evaluation
“Need a dress for a fancy wedding”
Information searchProblem recognition
Information search
Information evaluation
Purchase decision
Post-purchase evaluation
Generic
Specific
30 Dresses to wear to your best friends wedding for under $350
“dresses to wear to a wedding”
Your Wedding Guest Dilemmas Solved in 27 Dresses
Wedding guest outfits
Generic
Specific
• Long• Red
“Red dresses”
“Long dresses”
“long dresses for wedding”
Generic
Specific
• Long• Red
• Lace
Information evaluationProblem recognition
Information search
Information evaluation
Purchase decision
Post-purchase evaluation
Lori Lee Lace Maxi Dress• Photography• Product reviews
“Red Coast Lori Lee Lace Maxi Dress”
Purchase DecisionProblem recognition
Information search
Information evaluation
Purchase decision
Post-purchase evaluation
• Returns: Easy and free
• Delivery speed/cost
Selecting a retailer
“Coast Stores Reviews”
YOUR CUSTOMERS SEARCH FOR MUCH MORE THAN THE HEAD
TERMS
“Red Dresses”
“Red Lace Dresses”
“Red Lace Long Dresses”
“Red Lace Long Silk Dresses”
“Coast Lori Lee Lace Maxi Dress”
“what bra can I wear with a low back dress”
“off shoulder slinky maxi dress with thigh split”
“mother of the bride dresses with jackets plus sizes”
HOW CAN WE IDENTIFY THE LONG TAIL?
THIS IS HARD OUTSIDE OF ENGLISH
Spanish – Vestido: 9,600Turkish – Elbise: 5,790
English (UK) – Dress: 51,000
English (UK) – Dress: 175, 000
DRESSESParty dresses
Cocktail dresses
Long dresses
Formal dresses
Beach dresses
Prom dresses
Black dresses
Sexy dresses
Casual dresses
Girls party dresses
Cheap party dresses
Short party dresses
Plus size party dresses
Cute party dresses
Pink party dresses
Summer party dresses
Maxi party dresses
Garden party dresses+800
+800
Keyword ideas
SEARCH DEMAND SEASONALITY
EVERYONE CAN NAME THE TOP TRENDS IN AN INDUSTRY.
SEASONALITY IS ANY PREDICTABLE CHANGE OR
PATTERN THAT REPEATS OVER A ONE-YEAR PERIOD
HOW DOES SEASONALITY FIT IN TO THE SEO WORKFLOW?
FINDING ALL SEASONAL TRENDS IS EASY*
SHOES
FINDING ALL SEASONAL TRENDS IS EASY*
*WHEN YOU DON’T HAVE MANY PRODUCT CATEGORIES
IT’S NOT UNCOMMON FOR RETAILERS TO HAVE TENS OF
THOUSANDS OF SEASONAL USE CASES
FASHIONDresses for…
Summer April-July
Weddings Jan-Aug
Costume October
Christmas party November & December
PROM DRESSES
May 18
May 7
May 22
NO UK RETAILERS OR PUBLICATIONS SAID ANYTHING ABOUT PROMS AT THE END OF
JANUARY 2015
EVERYONE CAN NAME THE TOP TRENDS IN AN INDUSTRY.
HOW DO WE FIND THE TRENDS THAT NO ONE THINKS ABOUT?
FIND OUT WHAT YOUR CUSTOMERS USE YOUR
PRODUCTS FOR
Seasonal index[Month Volume] / [Avg Volume]
Show seasonal
WE DO THIS A LOT
Seasonality index: [Month Vol] / [Avg Volume]
SUMMARY
EVERYONE IS TARGETING THE SAME TOPICS AND TRENDS
THEY’RE ALSO IGNORING THE SAME TOPICS AND TRENDS
KNOW THE SEASONALITY OF EVERY PRODUCT’S USE CASES
TARGET THE RIGHT TOPICS AT THE RIGHT TIME
YOUR SEO BUDGET CAN WORK HARDER
ALEC BERTRAM@KIWIALEC