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12:02:48 PM Shanon Woodruff: Advanced Keyword Modeling: Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
12:06:39 PM Shanon Woodruff: Segmentation of Keywords for Optimal Targeting - Planting the idea of the different parts of keyword modeling.
12:10:04 PM Shanon Woodruff: Currently, Bill is going over a number of examples of his success in keywords modeling. Discussing the importance of delving in deeper to find the best keywords plans.
12:11:24 PM Shanon Woodruff: E-commerce site mapped paid and organic "Co-Optimization" and found missed opportunities and cannibalization.
Advanced Keyword Modeling - By understanding the search terms and analysis you can understand the needs, wants and in ten t o the searcher allowing you to:
1. Understand the "voice of the consumer"
2. Effectively map your content with their query and query intent.
3. Identify new products and services.
4. Create and include PR & Social Media Opportunities.
Types of Keyword Models:
Critical Keyword performance Monitoring
Preferred Landing Page Monitoring & Optimization
Integrate Popular Keywords Into Content Pages
End of Life (EOL) Product Handling
Integrate Relevant Keywords and Landing Pages in to PR and Social Media
Product Market Research
Informational - Search Marketing Conferences
Navigational - SES San Francisco Agenda
Transactional - Register for SES San Francisco
Purchase Cycle and Intent:
Researching product use and information?
Looking for features and functions?
Looking for Discounts?
Have they already purchased? (Sidenote 60% in Homepage visits)
Words that help us isolate a specific opportunity, interest, audience or need.
Understanding Searcher's Mindsets:
Brainstorming words are our starting point. We take these top-level, general keyword phrases and use them as the bases of the next set of actions.
Mine Your Page for Keywords - Automated
Use the "website" option in Google Keywords to have them help you determine what your keywords are.
Excellent information coming soon, waiting for him to wrap up a list of steps.
Step ! - Generate Initial Keyword List
Step 2 - Keyword Opportunity - Tools: WordTrack, WordStream, Google Keyword, Google Insights by City, SpyFu Recon
Step 3 - Keyword Prioritization - Prioritization bucket words into High-, medium, and Low Categories
Step 4 - Keyword Tier Allocation - Segment in to three tiers
Step 5 - Map Keywords to Predefined Actions Segments
Step 6 - Map to Pages
Step 7 - Map to specific Relevant Pages: Preferred Landing Pages are used to match keywords to the best page for that word or phase.
Step 8 - Creating searcher Intent models: Researching potential searcher's keywords; Why did they make that query?
Searcher Intent uses:
- Leverage Searcher Intent Modeling for paid search campaign launches
- Leverage data to inform keyword selection at the brand level
- Leverage data when looking to identify content development opportunities
- Leverage new product identification
Influence Design & Content:
- Sites need to use consumer's words
- Create a taxonomy that can be translated into a content and search strategy
(Side note: Most search queries with "how to" are looking for video)
Align to Social Media:
- Add Tier 1 Keywords to monitoring
- Understand the "sentiment of keywords
- Understand the context
12:57:32 PM Shanon Woodruff: Favorite Ranking Tools: Advanced Web Ranking & Authority Labs
12:59:45 PM Shanon Woodruff: Testing: The best way to work with synonyms for keywords
1:03:24 PM Shanon Woodruff: Best combination in rank is #3 in paid and #1 in Organic, but this could vary depending. The best way is to test it out, and see what will work best for you.
1:03:38 PM Shanon Woodruff: The End - Advanced Keyword Modeling: SES San Fran 2011 Live Coverage