Using Search Science For Keyword Research By Tony Verre
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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Understanding Your Consumer's Journey - Using Search Science For Keyword Research. PRESENTATION: Using Search Science For Keyword Research - Given by Tony Verre, @TonyVerre - DreamFire Digital Marketing, Founder. #SMX #23C1
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Using Search Science For Keyword Research By Tony Verre
- 1. #SMX #23C1 @TonyVerre Using Search Science for Keyword Research Understanding Your Consumer’s Journey
- 2. #SMX #23C1 @TonyVerre Conversation Starters & Ice-Breakers • Founder DreamFire Digital • Blissfully Obsessed with Digital Marketing • Literary Teacher-‐Turned-‐SEO • Comic Nerd • Fledgling Improviser • Full-‐time Weekend Soccer Dad
- 3. #SMX #23C1 @TonyVerre Consumer Marketing Surveys Don’t Always Tell the Truth You Can Only Believe Half of What You Hear & Read
- 4. #SMX #23C1 @TonyVerre Consumer Marketing Research Lost 1.85 Billion Dollars when consumers indicated in a survey they wanted to see “less cluttered shelves” In response to the “Pepsi Challenge”, spent 4 Million dollars in nation-‐wide taste tests and a lot of pride Consumers said they wanted an “adult burger”, spent $300 million on the research, production, and marketing for the Arch Deluxe
- 5. #SMX #23C1 @TonyVerre The Consumer Pinocchio Syndrome 50% -‐ 84%* of consumers don’t provide honest responses about their behaviors in marketing surveys Sources: mTAB, “Why People Lie on Customer Surveys; LightspeedGMI “Honesty Detector”
- 6. #SMX #23C1 @TonyVerre No One Lies To Search Engines • 3 Billion Searches/Day • 1.1 Trillion Searches/Year • 12 Years of Search Trends • 15 Years of Consumer Search Behavior • #1 Online Retailer in the World • 44% Start Product Searches on Amazon • 2.25 Billion Unique Visitors/Year • 12 Years of Consumer Search Behavior
- 7. #SMX #23C1 @TonyVerre Awaken Your Inner Search Scientist Get inside consumers’ heads using observable and quantifiable search data to discover consumer needs, intents, and search behaviors
- 8. #SMX #23C1 @TonyVerre Using Search Science To Discover The Consumers’ Journey
- 9. #SMX #23C1 @TonyVerre Tools of the Search Scientist Trade
- 10. #SMX #23C1 @TonyVerre Phases of the Consumer Search Journey Consumer Need State Research & Discovery Purchase Consideration Purchase Reviews & Evaluation What need(s) is the consumer trying to solve with the product or service? The primary search terms and phrases consumers start their research and discovery of products with: - HEAD TERMS - Main Research Segments Consumers use terms like, “Where can I buy,” and also with product-specific criteria 88% of consumers trust online reviews as much as a personal recommendation; 70% use reviews before purchasing Consumers use more long-‐tail terms, start narrowing brands like, “[BRAND] review” or “[BRAND] + Product,” more review-‐centric
- 11. #SMX #23C1 @TonyVerre Using Google Trends
- 12. #SMX #23C1 @TonyVerre Where It’s Been & Where It’s Going Use 3 – 5 Year Business Cycle to examine consumer search trends Top-‐Level trends can be misleading; compare terms to the category for a true sense of what search terms are driving the category
- 13. #SMX #23C1 @TonyVerre Getting To Know the Category Catalog topics, queries, and the geographical centers that are driving the product category Popular Topics Top Queries Geographic Hubs
- 14. #SMX #23C1 @TonyVerre Using Google Predictive Search
- 15. #SMX #23C1 @TonyVerre Using Google’s Crystal Ball Use Google Predictive Search and Related Searches on head terms. Screen shoot, catalog, rinse and repeat
- 16. #SMX #23C1 @TonyVerre Using Google Keyword Planner
- 17. #SMX #23C1 @TonyVerre Boiling The Ocean of Keywords 1 Enter head terms, top phrases, and predictive terms using the closest category possible Review, examine, and add as many Keyword Planner groups to your plan 2 Download to XLS and prepare to start boiling the ocean Tip: Concentrate on 1 product/service at a time 3
- 18. #SMX #23C1 @TonyVerre Sifting and Refining the Salt
- 19. #SMX #23C1 @TonyVerre Using Amazon Predictive Search
- 20. #SMX #23C1 @TonyVerre When They’re Ready to Buy As eCommerce and the Digital Shelf continue to expand reach, Research and Discovery & Purchase Consideration Terms are now the Purchase Terms. Amazon Predictive Search is the doorway to understanding what unbranded terms trigger purchase
- 21. #SMX #23C1 @TonyVerre Synthesizing Consumer Needs & Behaviors
- 22. #SMX #23C1 @TonyVerre Synthesizing Your Search Need States Taking All This: 529,570 301,660 111,620 105,880 Largest Need States by Volume Hair Types & Types of Shampoo/Conditioner Brands of Shampoo/ Conditioner Head Terms & Best Shampoo/Conditioner Shampoo/Conditioner Ingredients Shampoo/Conditioner for Gender Into This:
- 24. #SMX #23C1 @TonyVerre Building Long-‐Term Digital Strategy
- 25. #SMX #23C1 @TonyVerre It’s More Than On-Page; It’s Digital Marketing Strategy Semantic Targeting Site Architecture Content Creation Paid Search
- 26. #SMX #23C1 @TonyVerre SEE YOU AT THE NEXT #SMX! THANK YOU!