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Martin MacDonald,Inbound Marketing Director
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Mining for Opportunity
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Affiliate Marketing with 1,000,0000s of products
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Lets size the current market
Example Industry: Travel>Hotels
Booking.com (Priceline) 230kEAN (Expedia) 180kAgoda 261kHRS 250k
Compensating for crossover there are around 500k hotels globally available on the common affiliate networks.
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Most common & best converting keywords
Example Industry: Travel>Hotels
[HotelName][HotelName] + [City]/[State]&/[Country]“Hotels in” + [City]/[State]&/[Country]
Just these combinations would result in 4,000,000 potential keywords, covering long tail property names, but crucially not covering long tail search terms.
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Keyword Conversion Rate vs Volume
Hotel Name + City Name + Reservations
City Name + Hotels
Hotels + Region Name
Hotels + Descriptor (ie. “spa”)
Hotels
Low Volume ± 8-12% Conversion
High Volume ± <1% Conversion
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Low Hanging Fruit…
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Ingredients:
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Market Sizing & Opportunity
Organic Search (SEO)
• Rank check the top 10 results for the top 10k-100k keywords
• Export the list into Excel
• Calculate the % of top 10 SERPs which are subfolders or sub pages
• Sort the keywords by the number of results on sub pages.
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Market Sizing & Opportunity
Organic Search (SEO)
Formula to calculate Folder Depth in a URL String: =(LEN(B2)-LEN(SUBSTITUTE(UPPER(B2),"/","")))-2
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Market Sizing & Opportunity
Organic Search (SEO)
Build a pivot table as per the screenshot, summing the total number of subfolders/pages per unique keyword.
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Market Sizing & Opportunity
Organic Search (SEO)
Sort the results by average number of slashes descending.
This is now a good indicator of the order of ease of ranking for keywords!
BONUS:Download the source sheet:
http://bit.ly/ASWmm1
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“But that still sounds like a lot of work…”
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Market Sizing & Opportunity
Paid Search (PPC)
Lets do something similar but this time using Paid Search!
• Using the original keyword list, re-run the rank check using “Google Adwords (USA)”
• Now export the data as a “Top Sites” report.
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Market Sizing & Opportunity
Paid Search (PPC)
Lets do something similar but this time using Paid Search!
• Using the original keyword list, re-run the rank check using “Google Adwords (USA)”
• Now export the data as a “Top Sites” report.
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Paid Search (PPC)
Market Sizing & Opportunity
This time we are going to just “count” the appearances of results against each keyword.
Add a second column, put the number (1) in each of them.
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Paid Search (PPC)
Market Sizing & Opportunity
Pivot table the Sum of the Count Values to give the total occurances of each keyword.
Note: in the example (screenshot & sheet) the data is spread over 10 days to improve the average and accuracy of the results.
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Paid Search (PPC)
Market Sizing & Opportunity
Results that require the lowest average CPC to rank <4 appear at the top.
Results towards the bottom are the most expensive.
In a keyword list of 4MM terms you uncover 10k-100k’s of keywords you can bid minimum CPC on and still appear.
DOWNLOAD:
bit.ly/ASWmm2
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Paid Search (PPC)
Market Sizing & Opportunity
Notes:
In given example, city names are often broad match – hence higher than average competition.
The terms [hotels] and [cheap hotels] are often broad or phrase matched
Carry this procedure out on product names, and you can find a high % with ZERO competition..
DOWNLOAD:
bit.ly/ASWmm2
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Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
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Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
Private Proxy Networks:Pro – scale your scraping reliably, choose your IP LocationCon – can become very expensive to get speed into 100k per day
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Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
Private Proxy Networks:Pro – scale your scraping reliably, choose your IP LocationCon – can become very expensive to get speed into 100k per day
VPNs & AnonymizersPro – massive scale, quick data collectionCon – you can burn IPs quickly, be sensible in your scraping folks!
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Other OpportunitiesAnything Geo-Related: ie. [Product Name] + Town/CityProduct Model Numbers: ie. “Sony SEL18200”Amazon Catalog ListingsISBN / UPC NumbersGoogle Local PPC
… Anything with a catalog in the 1’000’000s!
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Want to get in touch?
Tweet: @searchmartin
email: [email protected]
Thank you!
Copyright notice: all images licensed via shutterstock except the AWR Logo, a Caphyon product, and the Excel Logo, a Microsoft Product.
