Think Outside The Search Box by Mike Mindel

THINK
OUTSIDE
THE

SEARCH
BOX

Wednesday, 27 November 13

Mike
Mindel
•
•
•
•

CEO,
Founder
of
Wordtracker,
the
ﬁrst
industry
standard
Keyword
Tool.
Started
1998,
same
year
as
Google
was
founded.
14
years
technical
and
digital
markePng
experience.

It's
simple
-‐
we're
sPll
around!

Why listen to me?

We
believe
that
markets
reveal
themselves
through
words.
“Markets are places
where people trade, and
goods and services are
exchanged.”

The
words
people
use
online
indicate

their
thoughts/needs/wants.
collapsible
shot
glasses


Buyers
use
words
to
get
what
they

want.


Sellers
use
words
to
a:ract
buyers.


Words
are
the
bridge
between
buyer
and
seller,
between
the
customer

and
your
business.


The
buyer
has
many
op4ons.


Buyer
decides
which
words
to
use.
Pia

L
no

e

n
sso

Piano Lessons

Pi


an

o

Le

ss

on

s

s

Seller
chooses
words
to
a:ract
buyers.

Pia n

P

o
ia n

L

sso
e

o Le

ns

sson

s

Piano Lessons
Piano Lessons

Pi


an

o

Le

ss

on

ia n
P

s

Le
o

s

n
so

s

If
you
use
the
wrong
words
for
your

market,
the
customers
won't
ﬁnd
you!


If
you
use
the
language
that
people

actually
use
in
the
market
in
your

website
then
you
become
more
visible.
Yaay, I'm visible!


The
3
big
quesEons
for
the
seller.
1. How
do
I
find
a
big
and
profitable
enough
market?
2. What
content
should
I
create
for
my
website?
3. How
do
I
structure
my
website
to
get
the
most

targeted
traffic?


What
are
the
s1cky
words
I
can
create
my

site
with?
This
sEckiness
is
key!
Keywords.


Coﬀee
machines


What
are
the
s4cky
keywords
from
the

seller
perspecEve?
They
are
a
specific
type
of
words
which
deliver
higher
levels

of
targeted
traffic
to
your
website.
These
kind
of
keywords

usually
lead
to
more
conversions
and
more
profits.


4
criteria
for
selecEng
high-‐performing

sEcky
keywords?
1.
2.
3.
4.

Traﬃc
-‐
more
people
that
search,
the
more
popular
the
keyword.

Relevancy
-‐
words
must
be
relevant
to
your
content.

Compe11on
-‐
number
of
web
pages
opPmised
for
that
keyword.
Commerciality
-‐
where
is
your
visitor
in
the
buying
cycle?


The
buying
cycle
Awareness

Review

Buy


Interest

Research

The
thought
process
we
all
go

through
when
we
buy
things

online

The
keyword
buying
cycle
Awareness

Review

Buy


City
breaks

Interest

Research

Crown
plaza
paris

review

Crown
plaza
paris

Paris
city
breaks

Paris
hotels

You
use
these
keywords
to
focus
your

content
&
make
it
visible
&
sPcky.


A
high
score
in
each
of
the
four
criteria

means
a
keyword
is
a
high-‐performing

keyword,
not
just
any
old
keyword.

Can you remember
the 4 categories?

A
high
score
in
each
of
the
four
criteria

means
a
keyword
is
a
high-‐performing

keyword,
not
just
any
old
keyword.

1.
2.
3.
4.


Traﬃc
Relevancy

Commerciality
Compe11on

Without
strength
in
these
four

criteria,
you
just
have
a
word,
not

even
a
keyword.

Words
by
themselves
don't
convert
and

usually
aren't
proﬁtable.

No
Adwords
for
"cat"


Cats
are
cute.
We
like
cats.


TradiEonal
source
of
keywords?
Search

terms
from
keyword
tools.


Layer
more
data
to
ﬁnd
the
high-‐
performing
keywords
-‐
the
ones
with

the
most
poten4al.
1.
2.
3.
4.


Traﬃc
Relevancy

Commerciality
Compe11on

You
need
a
lot
of
search
data...
•
•
•
•

Over
15
years
worth
of
keyword
data.
We
now
have
around
3.5
billion
searches
every
month.
350
million
unique
keywords
and
counPng.
Segmented
down
to
the
minute
and
the
postcode.


Problem
with
using
just
search
data:

narrow
results.


Problem:
Google
turned
the

lights
out!


A
soluEon?

THINK
OUTSIDE
THE

SEARCH
BOX


A
soluEon?

Think
less
about
search
data
and
more

about
where
to
ﬁnd
words
that

ma?er.


We
believe
those
words
can

come
from
anywhere!


Words
are
everywhere.
•
•
•
•
•
•
•

It's
how
we
express
our
intent
on
the
web
Every
word
is
a
potenPal
keyword
Anchor
text
in
links
contain
keywords
Every
web
page
is
full
of
keywords
Every
Google
search
is
full
of
keywords
Every
Twicer
page
Meta
data
look see we're words and
we're everywhere!


Get
words
from
everywhere?

Use
Wordtracker
Scout!


Uncover
the
true
language
of
your
market


Keyword
tool
example:

coﬀee
machines
useful but
narrow results


Google
Search:
Coﬀee
machines


Scout:
Coﬀee
machines


Import
into
a
project/list


Let
your
compe4tors
do
your

research
for
you.


Google:
Coﬀee
machines


Amazon:
Coﬀee
machines


Problem
with
using
just
search
data:

narrow
results


WT:
Coﬀee
machines


Best
market?

Coﬀee
maker
may
have
been
a
more

proﬁtable
market
to
target.


WT:
Amazon
keyword
list


Scout:
Wikipedia
keywords


Takeaway

We
believe
that
markets
reveal
themselves
through
words.


Takeaway

Words
with
high
traﬃc,
relevancy,

commerciality
and
reasonable

compe44on
are
keywords
because

they
generally
lead
to

more
traﬃc
and

conversions.

Takeaway

Think
outside
the
search
box
to
ﬁnd

more
high-‐performing
keywords
than

just
using
a
keyword
tool
by
itself.


Takeaway

Use
Scout
to
mine
the
web
and
uncover

the
true
language
of
your
market.

Why wouldn't you?
It's free!

Free
Chrome
plugin

www.wordtracker.com/scout
@mikemindel
facebook.com/mikemindel
mikemindel@wordtracker.com


Think Outside The Search Box by Mike Mindel

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