Nick Eubanks – SEO Nick - @nick_eubanks Nick Eubanks is the VP of Digital Strategy at W.L. Snook and Associates, Inc., the largest privately owned Ecommerce company in the traffic safety industry. He is the Co-Founder of Ecommerce Consulting company I’m From The Future, and owner of Top Ranked SEO Blog, SEONick.net. SEO For Selling 1 Introduction When it comes to selling online, finding keywords is synonymous with finding opportunities. The more relevant, purchase-intent keywords your acquiring traffic for, the more opportunity you have to convert new customers. More customer, more revenue Online Search Engine Behavior Via Search Engine Land Google now handles 7.1 Billion searches per day, with an estimated 710,000,000 in the U.S. Online Shopping Behavior Via Internet Retailer U.S. Consumers will spend an estimated $327 Billion online in 2016 SEO For Selling Thinking About Purchase Research Behavior Industry Spotlight: Pet Waste Removal But What’s The PROBLEM? Volume vs. Intent Keyword Discovery 2 My Keyword Discovery Toolbox Keyword Discovery Tool Usage Stage Keyword Snatcher Ideation Initial and post validation KeywordTool.io Ideation Initial Keyword Shi er Ideation Initial SEMRush Validation Analysis Term Explorer Data Acquisition Prioritization Search Intent Prioritizing Keyword for Revenue 3 Search Intent Search Intent Keyword Intent as Leading Indicator Conversion funnel mirrored by intent Search Intent Funnel-driven SEO mirrors the traditional marketing purchase journey. #KISSwebinar with @nick_eubanks Commercial Investigation Transactional - Best - Plans - Price - Pricing - Reviews - Speed - Security - Versus or vs - Buy - Coupon - Discount - Purchase - Plans - Promo - Sale - Upgrade How to Prioritize Keywords for Selling Search Intent •  Intent •  Competitiveness •  Search Volume •  Trends •  CPA How Intent Changes the SERP UI – Informational Ecommerce Search Intent Purchasing Channels 4 Bar Graph Heading Purchasing Channels Via Internet Retailer SEO for Selling >> Most Important Data Sources Data Sources Purchasing Channels •  Most obvious (and probably most under-utilized): Google Analytics Ecommerce Tracking •  Site Search •  Online Chat •  SessionCam Conversion Channels •  Category Pages •  Evergreen Content (stickiness, data = trust) SEO for Selling >> Most Important Data Sources Google Analytics Ecommerce Purchasing Channels Funnel–Driven Architecture 5 I Eat My Own Dog food Category: Focus on Head Terms Keyword: Traffic Cones Sub-Category: Focus on Body Terms Keyword: Orange Traffic Cones Product-Detail: Focus on Product and Long-Tail Terms Keyword: 28” Orange Traffic Cones 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo

1. Nick Eubanks
SEO For Selling: Keyword
Research For Ecommerce
April 2015 Presentation

2. @thuelmadsen#KISSwebinar
Join the conversation on Twi er

3. Nick Eubanks – SEO Nick - @nick_eubanks
Nick Eubanks is the VP of Digital Strategy at W.L. Snook and
Associates, Inc., the largest privately owned Ecommerce
company in the traffic safety industry. He is the Co-Founder
of Ecommerce Consulting company I’m From The Future,
and owner of Top Ranked SEO Blog, SEONick.net.
Highlights at a Glance
• Created first ever spam campaign at Morgan Stanley
sophomore year at college.
• Moved into real estate, closed $15.8M deal at 23.
• Went to work at startup so ware company (AlignAlytics)
• Le to start CMS tools company, grew to $1M in 18 months,
acquired and shut down.
• Raised $1M (Factor Media), built and sold Toshobako.jp
• Partner at Traffic Safety Store and I’m From The Future

4. @nick_eubanks #KISSwebinar
Join the conversation on Twi er

5. 1 Introduction
2 Keyword Discovery
3
Purchasing Channels
Table of Contents
4
Conversion Architecture
Search Intent
5

6. WATCH WEBINAR RECORDING NOW

7. SEO For Selling
1

8. Introduction
When it comes to selling online, finding keywords is synonymous with finding
opportunities.
The more relevant, purchase-intent keywords your acquiring traffic for, the more
opportunity you have to convert new customers.
More customer, more revenue. More revenue, bigger (and healthier) business.
In this section I’m going to go over the exhaustive ways to maximize your
keyword list – so you don’t leave any opportunity rocks unturned.
SEO For Selling

9. Online Search Engine Behavior
Via Search Engine Land
Google now handles 7.1 Billion searches per
day, with an estimated 710,000,000 in the U.S.
Online Shopping Behavior
Via Internet Retailer
U.S. Consumers will spend an estimated
$327 Billion online in 2016
SEO For Selling

10. Thinking About Purchase
Research Behavior

11. What Problem Does Your Product Solve?

12. Industry Spotlight: Pet Waste Removal
But What’s The PROBLEM?

13. Industry Spotlight: Pet Waste Removal

14. Industry Spotlight: Pet Waste Removal

15. Volume vs. Intent

16. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

17. Keyword Discovery
2

18. My Keyword Discovery Toolbox
Keyword Discovery
Tool Usage Stage
Keyword Snatcher Ideation Initial and post validation
KeywordTool.io Ideation Initial
Keyword Shi er Ideation Initial
SEMRush Validation Analysis
Term Explorer Data Acquisition Prioritization

19. Keyword Discovery
KeywordTool.io Scrapes AppStore queries
Limited number of keywords, limited
results.
Keyword Snatcher Scrapes Ebay, Amazon, and YouTube No search volume or competitive metrics
SEMrush
Automated keyword discovery, good
visibility into most indexes.
High price-point for exports, weak
competitive intelligence for links.
Term Explorer
Automated keyword discovery,
comprehensive competitor data, up to
90,000 keywords, good link intelligence.
What do your converting customers
have in common?
PRO’s CON’s
My Keyword Discovery Toolbox

20. Search Intent
Prioritizing Keyword for
Revenue
3

21. Search Intent
Search Intent

22. Keyword Intent as Leading Indicator
Conversion funnel mirrored by intent
Search Intent
Funnel-driven SEO mirrors the traditional
marketing purchase journey. #KISSwebinar
with @nick_eubanks
Commercial
Investigation
Transactional
- Best
- Plans
- Price
- Pricing
- Reviews
- Speed
- Security
- Versus or vs
- Buy
- Coupon
- Discount
- Purchase
- Plans
- Promo
- Sale
- Upgrade

23. How to Prioritize Keywords for Selling
Search Intent
• Intent
• Competitiveness
• Search Volume
• Trends
• CPA

24. How Intent Changes the SERP UI – Informational Ecommerce
Search Intent

25. How Intent Changes the SERP UI – Commercial Investigation Ecommerce
Search Intent

26. How Intent Changes the SERP UI – Commercial Investigation Ecommerce
Search Intent

27. How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent

28. How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent

29. How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent

30. How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent

31. Purchasing Channels
4

32. Bar Graph Heading
Purchasing Channels
Via Internet Retailer

33. SEO for Selling >> Most Important Data Sources
Data Sources
Purchasing Channels
• Most obvious (and probably most under-utilized): Google Analytics Ecommerce Tracking
• Site Search
• Online Chat
• SessionCam
Conversion Channels
• Category Pages
• Evergreen Content (stickiness, data = trust)

34. SEO for Selling >> Most Important Data Sources
Google Analytics Ecommerce
Purchasing Channels

35. SEO for Selling >> Most Important Data Sources
Site Search
Purchasing Channels

36. SEO for Selling >> Most Important Data Sources
Site Search > Start Page
Purchasing Channels

37. SEO for Selling >> Most Important Data Sources
Online Chat
Purchasing Channels

38. SEO for Selling >> Most Important Data Sources
SessionCam
Purchasing Channels

39. Funnel–Driven
Architecture
5

40. I Eat My Own Dog food
Category: Focus on Head Terms
Keyword: Traffic Cones
Sub-Category: Focus on Body Terms
Keyword: Orange Traffic Cones
Product-Detail: Focus on Product and Long-Tail Terms
Keyword: 28” Orange Traffic Cones

41. What is Your Most Frustrating Online Shopping Experience?
h p://www.quora.com/What-is-your-most-frustrating-online-shopping-experience
Funnel-Driven Architecture
“Airtel Bill Payment - Horrible. On some lucky days, you will be
able to go ahead with the payment, however on most cases, in
between, the payment process, it just starts giving error for no
reason what so ever”
— Rashmi Ranjan Padhy

42. 2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo

43. Questions?
Thue Madsen
Marketing Operations Manager
KISSmetrics
@ThueLMadsen
Nick Eubanks
VP of Digital Strategy
W.L. Snook and Associates Inc.
@nick_eubanks

44. THANK YOU
Nick Eubanks
Follow me for ramblings on SEO & UX >> @nick_eubanks