market–research driven keyword research who are you online? healing writers block... and the...

Market–Research Driven Keyword Research

Who are you online?

Healing Writers block . . . and the “Overly educated shopper”.

The end of “the snake oil days” for search engine optimization?

Yes!

The beginning of VEO (visitor enhanced optimization) as discussed by Colin McDougall in the VEOreport?

Yes!

THEME ZOOM

Why was TZ created? A deadly cocktail of two reasons:

• The “overly educated shopper” epidemic

Combined with:

• A sudden boost in Artificial Intelligence from the search engines called Latent Semantic Indexing.

Latent Semantic Indexinghttp://www.seobook.com/lsi/cover_page.htm

Search engines are becoming artificially intelligent! They are starting to not only understand what you say . . . But also

what you mean!

The “overly educated shopper”Search engines (and the Internet) have created an epidemic of longer

buying cycles.

CONSUMERS ARE OFTEN SMARTER THAN YOUR SALES STAFF! Yikes!

People research for 2 months before (and if) they ever trust you.

The “overly educated shopper”• The internet is primarily used by people as an intelligence gathering tool.

• In a survey performed by marketing today 1,500 business professionals took a survey and confessed:

1. They spend over 4 hours online including time at work.

http://www.marketingtoday.com/emarketing/0305/b2b_importance_sem.htm

The “overly educated shopper”• The internet is primary an information retrieval system.

In a survey performed by Marketing Today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first.

The “overly educated shopper”• The internet is primary an information retrieval system.

In a survey performed by marketing today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first. 3. 63.9% use the search engines, primarily Google, to do so.

The “overly educated shopper”• The internet is primary an information retrieval system.

In a survey performed by marketing today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first. 3. 63.9% use the search engines, primarily Google, to do so. 4. 60% of those buyers are making purchases in excess of $10,000 dollars

and start research up to 2 months in advance.

The “overly educated shopper”• The internet is primary an information retrieval system.

In a survey performed by marketing today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first. 3. 63.9% use the search engines, primarily Google, to do so. 4. 60% of those buyers are making purchases in excess of $10,000 dollars

and start research up to 2 months in advance.5. 46% of the searches are early in the process with little or no product

knowledge.

The “overly educated shopper”• The internet is primary an information retrieval system- NOT primarily a

BRAND BUILDING device.

In a survey performed by marketing today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first. 3. 63.9% use the search engines, primarily Google, to do so. 4. 60% of those buyers are making purchases in excess of $10,000 dollars

and start research up to 2 months in advance.5. 46% of the searches are early in the process with little or no product

knowledge. 6. 74.5% of searchers choose organic listings over paid.

The “overly educated shopper”• The internet is primary an information retrieval system.

In a survey performed by marketing today 1,500 business professionals took a survey and claimed:

1. They spend over 4 hours online including time at work. 2. 93.2% claimed they go online to research about products first. 3. 63.9% use the search engines, primarily Google, to do so. 4. 60% of those buyers are making purchases in excess of $10,000 dollars

and start research up to 2 months in advance.5. 46% of the searches are early in the process with little or no product

knowledge. 6. 74.5% of searchers choose organic listings over paid. 7. 30% are in the comparison phase.

Johns Smith Online• If you want to know why John Smith buys what John Smith buys, you’ve got

to see the world through John Smith’s eyes. F-scan Eye scan patterns below.

http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm

Ultimately high Pay Per Click outspends are a band-aid solution for lack of content equity.

SEO gets a bad rap• “I believe it is the confusion about this that has lead to SEO (search

engine optimization) having a bad rap. SEO’s confuse tactical and strategic marketing- passing that “inner reality” on to the client.”

• Seldom do results match expectation during the SEO (SEM) boom- because STRATEGY is too hard to explain to the average client.

• . . . and the average client wants TACTICAL (instant) sales results.

• That is how unmonitored and wanton Pay Per Click addiction came to exist. The illusion of long term success through an apparently direct marketing medium.

What is marketing supposed to do?

1. Capture the attention of the target audience. (Beta Interrupt).

2. Facilitate the prospects information gathering and decision making process.

3. Lower the risk of taking the next step in the sales cycle.

The Internet is low risk:

• The internet is a content-driven, low-risk, research-based, pressure-free, DEFENSE against all sales methods. Mental spam filters are increasing by the year.

Pay Per Click versus

Educational Process (good content)

Strategy versus Tactic

• Pay Per Click = Tactic• Pay Per Click = test a market• Pay Per Click = direct response• Pay Per Click = sales page driven• Pay Per Click = 10% fraud or more. Visit: http://www.marketingexperimentsblog.com for more details. These

folks are claiming up to 20% fraud ON AVERAGE when it comes to PPC.

Strategy versus Tactic

• Natural Content = Strategy• Natural Content = educate a market• Natural Content = own the first impression• Natural Content = build trust• Natural Content = position yourself as

subject matter expert. • Bypass the ever-increasing mental spam

filters by distinguishing yourself from trivia.