seo for selling: keyword research for ecommerce

Nick Eubanks

SEO For Selling: Keyword Research For Ecommerce April 2015 Presentation

@thuelmadsen #KISSwebinar

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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.

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

@nick_eubanks #KISSwebinar

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1 Introduction

2 Keyword Discovery

3

Purchasing Channels

Table of Contents

4

Conversion Architecture

Search Intent

5

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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. 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

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

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

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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

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

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

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-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

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 Traffic Cones Product-Detail: Focus on Product and Long-Tail Terms Keyword: 28” Orange Traffic Cones

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

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. Snook and Associates Inc. @nick_eubanks

THANK YOU

Nick Eubanks Follow me for ramblings on SEO & UX >> @nick_eubanks