MRM Seattle Digital Immersion Lab: Beyond SEO
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This document summarizes a presentation about leveraging keyword research to inform integrated digital planning. The presentation discusses how keyword data can provide insights into consumer intentions and language usage across online and offline channels. It also describes how understanding keywords can help optimize search campaigns, websites, advertising, and more. The latter part involves a panel discussion about specific ways keyword data can help with questions in areas like general search trends, audiences, competitors, websites, campaigns, budgets, and performance.
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MRM Seattle Digital Immersion Lab: Beyond SEO
- 1. Beyond SEO: Leveraging Keyword Research to Inform Integrated Digital Planning
- 2. Welcome 2 Holly Brown SVP, Managing Director, MRM Seattle
- 3. 3 “Keywords represent the database of intentions.” John Battelle, Chairman and CEO, Federated Media
- 4. Session Agenda Search as Business Intelligence Panel Q&A Lab/Demos 4
- 5. MRM Worldwide Intro —who we are and what we do! 5 Advertising & Direct, Online & Mobile Marketing Web Development, Emerging & Social Media Strategy & Planning Measurement & Analytics Customer & Partner Relationship Management Database Management Search Engine Marketing & Optimization Technology Architecture & Development Interactive Design, Motion Graphics & Flash Development Application & Client-side Development, Content Management Solutions
- 6. Housekeeping Tweet #mrmseattle Ask lots of questions Give us feedback 6
- 7. Beyond Search Leveraging Keyword Research to Inform Integrated Digital Planning 7 Jorie Waterman SVP, Director of Search, MRM New York
- 8. ♥ I keywords
- 11. 39% of searchers perceive those in the top ranks as top brands in their fields
- 13. 87% of commercial clicks are on organic search results
- 14. Source: eMarketer, 2008Paid Search Results* Google’s “Golden Triangle” gets 100% of the views and 85% of the clicks Organic Search Results Paid Search Results * Not guaranteed
- 16. Keywords are ultimately a lens into (or a connection to) our audience—people who are typing words that interest them, finding results, then taking action on those discoveries
- 17. Findings from search keyword data extends beyond search campaigns
- 19. Selecting the right keywords As evidenced with the terms “basic training” and “boot camp,” two keywords might have similar meanings, but have drastic differences in search volume 12 It is critical that site content reflect the language people use when searching for relevant information Source: Google Keyword Tool
- 21. There is always something new at every point in the buying cycle
- 22. Listen carefully
- 23. Concentrate on what is being said, act on it, repeat that process, ask again
- 24. Keyword research is iterative, never ending, and fun (really)CONCENTRATE AND ASK AGAIN * Credit to the Magic 8-Ball® by Mattel 13
- 25. Turning consumer intentions into actionable strategyPanel Discussion 14
- 26. Panel Discussion 15 Panelists: Darryn Lavery, Microsoft Advertising Intelligence Chris Blakely, comScore Marketer Natala Menezes, TeachStreet
- 28. How can I tell if interest in a term has grown over time based on comparing month-over-month traffic? How does interest in a term change with the seasons?
- 29. What terms might mean the same thing, but have significant differences in volume/opportunity?
- 30. What keywords/ad groups need optimization to improve performance as compared to market?
- 31. What keywords are showing buzz and popularity right now?
- 32. How do searchers look for information in my category?
- 33. What keywords do advertisers bid on when they bid on my terms too? 16
- 35. What is the average age range of my audience?
- 36. Where is my audience searching?
- 38. How can I expand my keyword lists?
- 39. How can I make sense of all these keywords?
- 40. How can I group my keywords? 17
- 42. What language should I use to describe my content?
- 43. What landing pages should I map to keywords to improve landing page/keyword relevancy?
- 45. Did my offline/online campaign have an immediate impact on the number of search queries performed?Keyword data helps answer… 18
- 47. How many queries is a term expected to get in the future?
- 49. What are core KPIs by vertical?
- 50. What is the average CTR and average CPC for all advertisers in a specific match type/position scenario?
- 51. Can I bid for a lower position and still get the same, or better CTR? 19
- 52. Hands-on Demos 20 Microsoft Advertising Intelligence comScore Marketer
- 53. Contact Us Keep the conversation going! #MRMSeattle MRM Worldwide Holly Brown | holly.brown@mrmworldwide.com Jorie Waterman| jorie.waterman@mrmworldwide.com Brian Ladyman | brian.ladyman@mrmworldwide.com Panel Discussion Darryn Lavery, Microsoft | darrynl@exchange.microsoft.com Chris Blakely, comScore | cblakely@comscore.com Natala Menezes, TeachStreet | natala007@gmail.com 21 MRMSeattle.com MRM Seattle MRMSeattle
Notes de l'éditeur
- Welcome to MRM Worldwide, our Seattle office and the Digital Immersion Lab Great Crowd today – indicative of the interest level in Mobile MarketingWe are very excited about the panel and presenters here today, both from MRM and from a variety of partner companiesMobile has been a fractured and challenging channel for most marketers to navigateToday we hope to inform and simplify so that you can put mobile to work in your organization or further develop plans you have underwayTo do this, we going to spend our time as follows: MW to provide an overview of the mobile opportunity for context Niles from Ansible will provide a number of case studies that demonstrate mobile marketing in action Our panel will share insights and answer questions. We have some prepared questions, but look forward to answering question from the audience and being interactive, including texting questions from your mobile device After the panel , all our presenters and panelists will be available in our demo area to talk 1:1 Before we get into the meat of the program I’d like to share a little bit about the Digital Immersion Lab and the spirit behind these events.
- My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- To that end, I think these 3 points are universally true most marketers today and frame the reasoning and vision for why our Digital Immersion Lab is an important part of our partnership to our clients, our partners and marketing community at large.Technology is enabling marketing (It use to be that non-technical folks were in marketing and the technical folks were either in IT or Dev.) Today, companies large and small are trying to figure out how to bridge the worlds of the CMO and the CIO. ) We could probably have a whole event on this topic alone. And maybe we will!. Innovation is creating both real and perceived complexity. I think we can all relate to the fact that marketers need to know about and understand tools and technologies as part of their core job function and we are frequently asked to address issues that have more to do with whether we can technically deliver something, than whether it’s the right business decision or marketing approach3. Everyone wants a seat at the table. Meaning. Agencies want to partner strategically with Clients. Clients want to partner with their customers, and marketers who are technology savvy want to be valued partners with their executive management. In short, technology is enabling a dizzying array of opportunities and challenges that make doing marketing complicated.
- This complexity is no more evident than when you look at this eye chart, which is a “list” of MRM Service offerings. Yes – this slide is a bit of a commercial, but more to the point, Agency partners provide a wealth of technology solutions in service of marketing. It’s nearly impossible for any one person, or any single discipline to know everything there is to know. I often say that our two most important jobs are to be architects and general contractors.
- My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.