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ionSearch: Keyword Research & Relevance Analysis = Digital Market Research

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CloudShapes UK

This document discusses keyword research and relevance analysis for attracting natural search traffic. It emphasizes understanding the concepts and relationships behind search queries to structure a website. Search queries for "outdoor clothing" are used as an example, showing how they can be grouped into demand clusters like "ski jackets", "mens ski jackets", and "ladies and womens ski jackets". The document recommends building a demand-driven information architecture and landing pages that directly match this demand. It also discusses sources of search data like Experian Hitwise and the Google Adwords Keyword Tool, and the need to develop new approaches to relevance analysis as understanding search queries evolves.

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Killer Keyword Research 息 2007-2012 Roland Dunn
Keyword Research = 息 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = 息 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research 息 2007-2012 Roland Dunn
2007: Google not seen 1 in 4 search queries 息 2007-2012 Roland Dunn
2011 (March): Google not seen 1 in 5 search queries 息 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before 息 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before 息 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before (yes, really) 息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
Its very long 息 2007-2012 Roland Dunn
pearl wedding jewellery cheap laptops wedding jewellery pearls cheap laptops uk wedding pearls cheapest laptops wedding pearl jewellery laptops cheap pearl jewellery wedding cheap laptop computers wedding jewellery pearl cheap laptops online pearl wedding jewelry cheapest laptops uk pearl wedding jewelery cheap good laptops wedding jewelry pearls wedding pearls jewellery (and many, many more) 息 2007-2012 Roland Dunn
Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? 息 2007-2012 Roland Dunn
Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 息 2007-2012 Roland Dunn
Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things 息 2007-2012 Roland Dunn
Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things 3. Structure your digital presence around that demand 息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
Eight different search queries 息 2007-2012 Roland Dunn
Eight different search queries All for the same thing: outdoor clothing 息 2007-2012 Roland Dunn
ski jackets 41,195 ski jacket 9,999 skiing jackets Ski Jackets 2,391 mens ski jackets 1,539 men ski jackets Mens Ski Jackets 1,012 ladies ski jackets 2,840 ladies ski jacket 1,445 women's ski jackets Ladies and Womens Ski Jackets 1,409 息 2007-2012 Roland Dunn
Outdoor Clothing Four types of demand (clusters of demand) Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets 息 2007-2012 Roland Dunn
Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets 息 2007-2012 Roland Dunn
Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand 息 2007-2012 Roland Dunn
Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand Each page naturally targets multiple search queries 息 2007-2012 Roland Dunn
Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand Each page naturally targets multiple search queries Structure itself matches demand 息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
Relevance Analysis can go to the core of your organisation 息 2007-2012 Roland Dunn
Relevance Analysis can require significant change ... 息 2007-2012 Roland Dunn
Relevance Analysis can require significant change ... And therefore need real commitment from senior management 息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
Sources of Search Data 息 2007-2012 Roland Dunn
Experian Hitwise: More than 8 million UK internet users 息 2007-2012 Roland Dunn
Experian Hitwise: More than 8 million UK internet users Terrific data: significant volumes of queries, qualified queries 息 2007-2012 Roland Dunn
Experian Hitwise: More than 8 million UK internet users Terrific data: significant volumes of queries, qualified queries Expensive, but ... 息 2007-2012 Roland Dunn
Google Adwords Keyword Tool: 息 2007-2012 Roland Dunn
Google Adwords Keyword Tool: Free 息 2007-2012 Roland Dunn
Google Adwords Keyword Tool: Free Adwords focused data 息 2007-2012 Roland Dunn
Google Adwords Keyword Tool: Free Adwords focused data Time-consuming extracting significant volumes 息 2007-2012 Roland Dunn
息 2007-2012 Roland Dunn
Whats Coming? 息 2007-2012 Roland Dunn
Whats Coming? 息 2007-2012 Roland Dunn
Whats Coming? Loss of understanding what we are relevant to? 息 2007-2012 Roland Dunn
Whats Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise 息 2007-2012 Roland Dunn
Whats Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise Leave us with just Google Adwords Keyword Tool? 息 2007-2012 Roland Dunn
Need to develop other approaches to analyse Relevance? 息 2007-2012 Roland Dunn
Keyword Research = 息 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = 息 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research 息 2007-2012 Roland Dunn
Online Branding: Natural Search: http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/ T: @RefinedPractice T: @roland_dunn 際際滷s Available At: http://www.cloudshapes.co.uk/talks/ 息 2007-2012 Roland Dunn

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ionSearch: Keyword Research & Relevance Analysis = Digital Market Research

  • 1. Killer Keyword Research 息 2007-2012 Roland Dunn
  • 2. Keyword Research = 息 2007-2012 Roland Dunn
  • 3. Keyword Research = Relevance Analysis = 息 2007-2012 Roland Dunn
  • 4. Keyword Research = Relevance Analysis = Digital Market Research 息 2007-2012 Roland Dunn
  • 5. 2007: Google not seen 1 in 4 search queries 息 2007-2012 Roland Dunn
  • 6. 2011 (March): Google not seen 1 in 5 search queries 息 2007-2012 Roland Dunn
  • 7. March 2011: Google has never seen 20% of queries before 息 2007-2012 Roland Dunn
  • 8. March 2011: Google has never seen 20% of queries before 息 2007-2012 Roland Dunn
  • 9. March 2011: Google has never seen 20% of queries before (yes, really) 息 2007-2012 Roland Dunn
  • 11. Its very long 息 2007-2012 Roland Dunn
  • 12. pearl wedding jewellery cheap laptops wedding jewellery pearls cheap laptops uk wedding pearls cheapest laptops wedding pearl jewellery laptops cheap pearl jewellery wedding cheap laptop computers wedding jewellery pearl cheap laptops online pearl wedding jewelry cheapest laptops uk pearl wedding jewelery cheap good laptops wedding jewelry pearls wedding pearls jewellery (and many, many more) 息 2007-2012 Roland Dunn
  • 13. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? 息 2007-2012 Roland Dunn
  • 14. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 息 2007-2012 Roland Dunn
  • 15. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things 息 2007-2012 Roland Dunn
  • 16. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? Answer: 1. Understand the concepts, objects, things behind the queries 2. Understand the relationships between these things 3. Structure your digital presence around that demand 息 2007-2012 Roland Dunn
  • 18. Eight different search queries 息 2007-2012 Roland Dunn
  • 19. Eight different search queries All for the same thing: outdoor clothing 息 2007-2012 Roland Dunn
  • 20. ski jackets 41,195 ski jacket 9,999 skiing jackets Ski Jackets 2,391 mens ski jackets 1,539 men ski jackets Mens Ski Jackets 1,012 ladies ski jackets 2,840 ladies ski jacket 1,445 women's ski jackets Ladies and Womens Ski Jackets 1,409 息 2007-2012 Roland Dunn
  • 21. Outdoor Clothing Four types of demand (clusters of demand) Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets 息 2007-2012 Roland Dunn
  • 22. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets 息 2007-2012 Roland Dunn
  • 23. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand 息 2007-2012 Roland Dunn
  • 24. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand Each page naturally targets multiple search queries 息 2007-2012 Roland Dunn
  • 25. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets Landing pages directly matches specific demand Each page naturally targets multiple search queries Structure itself matches demand 息 2007-2012 Roland Dunn
  • 28. Relevance Analysis can go to the core of your organisation 息 2007-2012 Roland Dunn
  • 29. Relevance Analysis can require significant change ... 息 2007-2012 Roland Dunn
  • 30. Relevance Analysis can require significant change ... And therefore need real commitment from senior management 息 2007-2012 Roland Dunn
  • 32. Sources of Search Data 息 2007-2012 Roland Dunn
  • 33. Experian Hitwise: More than 8 million UK internet users 息 2007-2012 Roland Dunn
  • 34. Experian Hitwise: More than 8 million UK internet users Terrific data: significant volumes of queries, qualified queries 息 2007-2012 Roland Dunn
  • 35. Experian Hitwise: More than 8 million UK internet users Terrific data: significant volumes of queries, qualified queries Expensive, but ... 息 2007-2012 Roland Dunn
  • 36. Google Adwords Keyword Tool: 息 2007-2012 Roland Dunn
  • 37. Google Adwords Keyword Tool: Free 息 2007-2012 Roland Dunn
  • 38. Google Adwords Keyword Tool: Free Adwords focused data 息 2007-2012 Roland Dunn
  • 39. Google Adwords Keyword Tool: Free Adwords focused data Time-consuming extracting significant volumes 息 2007-2012 Roland Dunn
  • 41. Whats Coming? 息 2007-2012 Roland Dunn
  • 42. Whats Coming? 息 2007-2012 Roland Dunn
  • 43. Whats Coming? Loss of understanding what we are relevant to? 息 2007-2012 Roland Dunn
  • 44. Whats Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise 息 2007-2012 Roland Dunn
  • 45. Whats Coming? Loss of understanding what we are relevant to? Will impact Experian Hitwise Leave us with just Google Adwords Keyword Tool? 息 2007-2012 Roland Dunn
  • 46. Need to develop other approaches to analyse Relevance? 息 2007-2012 Roland Dunn
  • 47. Keyword Research = 息 2007-2012 Roland Dunn
  • 48. Keyword Research = Relevance Analysis = 息 2007-2012 Roland Dunn
  • 49. Keyword Research = Relevance Analysis = Digital Market Research 息 2007-2012 Roland Dunn
  • 50. Online Branding: Natural Search: http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/ T: @RefinedPractice T: @roland_dunn 際際滷s Available At: http://www.cloudshapes.co.uk/talks/ 息 2007-2012 Roland Dunn