seo for selling: keyword research for ecommerce
TRANSCRIPT
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