Think Outside The Search Box by Mike Mindel

Wednesday, 27 November 13

THINK OUTSIDE THE SEARCH BOX


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 revealthemselves through words.

“Markets are places where people trade, and goods and services are exchanged.”


The words people use online indicate their thoughts/needs/wants.

collapsibleshotglasses


Buyers use words to get what they want.


Sellers use words to a:ract buyers.


Words are the bridge betweenbuyer and seller, between the customer and your business.


The buyer has many op4ons.


Buyer decides which words to use.

Piano Lessons

Piano Lessons

Piano Lessons


Seller chooses words to a:ract buyers.

Piano Lessons

Piano Lessons

Piano Lessons

Piano Lessons

Piano Lessons

Piano Lessons


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!


Words are the bridge betweenbuyer and seller, between the customer and your business.


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. Traffic -‐ more people that search, the more popular the keyword. 2. Relevancy -‐ words must be relevant to your content. 3. Compe11on -‐ number of web pages opPmised for that keyword.4. Commerciality -‐ where is your visitor in the buying cycle?


The buying cycle

Awareness

InterestReview

ResearchBuy

The thought process we all go through when we buy things online


The keyword buying cycle

Awareness

InterestReview

ResearchBuy

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Paris hotelsCrown plaza paris


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?


1. Traffic2. Relevancy 3. Commerciality4. Compe11on

A high score in each of the four criteria means a keyword is a high-‐performing keyword, not just any old keyword.


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. Traffic2. Relevancy 3. Commerciality4. 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!


THINK OUTSIDE THE SEARCH BOX

A soluEon?


Think less about search data and more about where to find words that ma?er.

A soluEon?


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 languageof 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


We believe that markets revealthemselves 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!

Takeaway


www.wordtracker.com/[email protected]/[email protected]

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Think Outside The Search Box by Mike Mindel