SES Live: Advanced Keyword Modeling

Aug 16, 2011 - 3:55 pm 0 by

Below is live coverage of the Advanced Keyword Modeling panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

Finished Auto-Refresh: Off
Shanon Woodruff: 12:02:48 pm
Advanced Keyword Modeling: Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Shanon Woodruff: 12:06:39 pm
Segmentation of Keywords for Optimal Targeting - Planting the idea of the different parts of keyword modeling.
Shanon Woodruff: 12:10:04 pm
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.
Shanon Woodruff: 12:11:24 pm
E-commerce site mapped paid and organic "Co-Optimization" and found missed opportunities and cannibalization.
Shanon Woodruff: 12:13:34 pm
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.
Shanon Woodruff: 12:16:19 pm
Types of Keyword Models:

Missed Opportunity
Critical Keyword performance Monitoring
Co-Optimization Modeling
Preferred Landing Page Monitoring & Optimization
Snippet 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
Shanon Woodruff: 12:17:37 pm
Understanding Serchers:

Informational - Search Marketing Conferences
Navigational - SES San Francisco Agenda
Transactional - Register for SES San Francisco
Shanon Woodruff: 12:21:13 pm
Purchase Cycle and Intent:

Researching product use and information?
Looking for features and functions?
Comparing Brands?
Looking for Discounts?
Have they already purchased? (Sidenote 60% in Homepage visits)

Shanon Woodruff: 12:23:58 pm
Understanding Qualifiers:

Words that help us isolate a specific opportunity, interest, audience or need.
Shanon Woodruff: 12:25:15 pm
Understanding Searcher's Mindsets:

Brand Enthusiast
Functionality Adapter
Brand Aware
Brand Agnostic

Shanon Woodruff: 12:26:23 pm
Brainstorming Keywords:

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.
Shanon Woodruff: 12:27:49 pm
Mine Your Page for Keywords - Automated

Use the "website" option in Google Keywords to have them help you determine what your keywords are.

Shanon Woodruff: 12:39:20 pm
Excellent information coming soon, waiting for him to wrap up a list of steps.
Shanon Woodruff: 12:41:04 pm
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?
Shanon Woodruff: 12:42:45 pm
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
Shanon Woodruff: 12:46:51 pm
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)
Shanon Woodruff: 12:53:22 pm
Align to Social Media:

- Add Tier 1 Keywords to monitoring
- Understand the "sentiment of keywords
- Understand the context
Shanon Woodruff: 12:57:32 pm
Favorite Ranking Tools: Advanced Web Ranking & Authority Labs
Shanon Woodruff: 12:59:45 pm
Testing: The best way to work with synonyms for keywords
Shanon Woodruff: 1:03:24 pm
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.
Shanon Woodruff: 1:03:38 pm
The End - Advanced Keyword Modeling: SES San Fran 2011 Live Coverage

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