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Nick Eubanks
SEO For Selling: Keyword
Research For Ecommerce
April 2015 Presentation
@thuelmadsen#KISSwebinar
Join the conversation on Twi er
Nick Eubanks – SEO Nick - @nick_eubanks
Nick Eubanks is the VP of Digital Strategy at W.L. Snook and
Associates, Inc., the...
@nick_eubanks #KISSwebinar
Join the conversation on Twi er
1 Introduction
2 Keyword Discovery
3
Purchasing Channels
Table of Contents
4
Conversion Architecture
Search Intent
5
WATCH WEBINAR RECORDING NOW
SEO For Selling
1
Introduction
When it comes to selling online, finding keywords is synonymous with finding
opportunities.
The more relevant, ...
Online Search Engine Behavior
Via Search Engine Land
Google now handles 7.1 Billion searches per
day, with an estimated 71...
Thinking About Purchase
Research Behavior
What Problem Does Your Product Solve?
Industry Spotlight: Pet Waste Removal
But What’s The PROBLEM?
Industry Spotlight: Pet Waste Removal
Industry Spotlight: Pet Waste Removal
Volume vs. Intent
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Keyword Discovery
2
My Keyword Discovery Toolbox
Keyword Discovery
Tool Usage Stage
Keyword Snatcher Ideation Initial and post validation
Keyw...
Keyword Discovery
KeywordTool.io Scrapes AppStore queries
Limited number of keywords, limited
results.
Keyword Snatcher Sc...
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 tradi...
How to Prioritize Keywords for Selling
Search Intent
•  Intent
•  Competitiveness
•  Search Volume
•  Trends
•  CPA
How Intent Changes the SERP UI – Informational Ecommerce
Search Intent
How Intent Changes the SERP UI – Commercial Investigation Ecommerce
Search Intent
How Intent Changes the SERP UI – Commercial Investigation Ecommerce
Search Intent
How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent
How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent
How Intent Changes the SERP UI – Transactional Ecommerce
Search Intent
How Intent Changes the SERP UI – Transactional 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-u...
SEO for Selling >> Most Important Data Sources
Google Analytics Ecommerce
Purchasing Channels
SEO for Selling >> Most Important Data Sources
Site Search
Purchasing Channels
SEO for Selling >> Most Important Data Sources
Site Search > Start Page
Purchasing Channels
SEO for Selling >> Most Important Data Sources
Online Chat
Purchasing Channels
SEO for Selling >> Most Important Data Sources
SessionCam
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...
What is Your Most Frustrating Online Shopping Experience?
h p://www.quora.com/What-is-your-most-frustrating-online-shoppin...
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Thue Madsen
Marketing Operations Manager
KISSmetrics
@ThueLMadsen
Nick Eubanks
VP of Digital Strategy
W.L. Snoo...
THANK YOU
Nick Eubanks
Follow me for ramblings on SEO & UX >> @nick_eubanks
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SEO for Selling: Keyword Research for Ecommerce

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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

Publié dans : Marketing
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SEO for Selling: Keyword Research for Ecommerce

  1. 1. Nick Eubanks SEO For Selling: Keyword Research For Ecommerce April 2015 Presentation
  2. 2. @thuelmadsen#KISSwebinar Join the conversation on Twi er
  3. 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. 4. @nick_eubanks #KISSwebinar Join the conversation on Twi er
  5. 5. 1 Introduction 2 Keyword Discovery 3 Purchasing Channels Table of Contents 4 Conversion Architecture Search Intent 5
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. SEO For Selling 1
  8. 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. 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. 10. Thinking About Purchase Research Behavior
  11. 11. What Problem Does Your Product Solve?
  12. 12. Industry Spotlight: Pet Waste Removal But What’s The PROBLEM?
  13. 13. Industry Spotlight: Pet Waste Removal
  14. 14. Industry Spotlight: Pet Waste Removal
  15. 15. Volume vs. Intent
  16. 16. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  17. 17. Keyword Discovery 2
  18. 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. 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. 20. Search Intent Prioritizing Keyword for Revenue 3
  21. 21. Search Intent Search Intent
  22. 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. 23. How to Prioritize Keywords for Selling Search Intent •  Intent •  Competitiveness •  Search Volume •  Trends •  CPA
  24. 24. How Intent Changes the SERP UI – Informational Ecommerce Search Intent
  25. 25. How Intent Changes the SERP UI – Commercial Investigation Ecommerce Search Intent
  26. 26. How Intent Changes the SERP UI – Commercial Investigation Ecommerce Search Intent
  27. 27. How Intent Changes the SERP UI – Transactional Ecommerce Search Intent
  28. 28. How Intent Changes the SERP UI – Transactional Ecommerce Search Intent
  29. 29. How Intent Changes the SERP UI – Transactional Ecommerce Search Intent
  30. 30. How Intent Changes the SERP UI – Transactional Ecommerce Search Intent
  31. 31. Purchasing Channels 4
  32. 32. Bar Graph Heading Purchasing Channels Via Internet Retailer
  33. 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. 34. SEO for Selling >> Most Important Data Sources Google Analytics Ecommerce Purchasing Channels
  35. 35. SEO for Selling >> Most Important Data Sources Site Search Purchasing Channels
  36. 36. SEO for Selling >> Most Important Data Sources Site Search > Start Page Purchasing Channels
  37. 37. SEO for Selling >> Most Important Data Sources Online Chat Purchasing Channels
  38. 38. SEO for Selling >> Most Important Data Sources SessionCam Purchasing Channels
  39. 39. Funnel–Driven Architecture 5
  40. 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. 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. 42. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  43. 43. Questions? Thue Madsen Marketing Operations Manager KISSmetrics @ThueLMadsen Nick Eubanks VP of Digital Strategy W.L. Snook and Associates Inc. @nick_eubanks
  44. 44. THANK YOU Nick Eubanks Follow me for ramblings on SEO & UX >> @nick_eubanks

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