Keywords are Dead: The Zombie Search Apocalypse

August 10–12, 2015

#CZLSF | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers

Keywords Are Dead:The Zombie Search ApocalypseMichael StrickerSEMrushU.S. Marketing Director

G O L D S P O N S O R

#SEMrushLive

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August 10–12, 2015 | #CZLSF | @ClickZLive

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Michael StrickerU.S. Marketing Director, SEMrush

• Leading digital marketing tool for competitive research • Agency, sales support and digital marketing consultant• 100s of successful campaigns 1,000,000s of impressions • Speaker: ClickZ Live, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community, SEMrush.com• Consulted: Enterprise Brands; 2Modern, AeroPostale, BET,

GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba

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What does it mean

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What does it mean when the leading Keyword Research Tool tells you,

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Keywords

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Keywords are

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Keywords are Dead?

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‘SEO’ is in decline… Google Trends

Google Trends @radioms #SEMrushLive

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…as are ‘keyword’ & ‘semantic’.


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Spam is down. Coincidence?


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‘Content’, ‘inbound marketing’ and ‘relevance’ are up.


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Goodbye,

Keywords Head Terms Bare bones Simulation DOA, BloodlessSpam, as applied


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Hello,

QueriesActual terms entered Carry context Convey intent Commercially viable Genuine in use


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Keywords Head Terms Bare bones Simulation DOA, BloodlessSpam, as applied

QueriesActual terms entered Carry context Convey intent Commercially viable Genuine in use


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Query Meta-ComponentsActual terms Sentence Structure, Punctuation Carries context 5 W’s, Geo-Location, Device Conveys intent info, navigation, transaction Commercial very long-tail and specific Genuine in use text or spoken: vernacular


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QueriesActual terms Sentence Structure, Punctuation

Take advantage of Hummingbird

Better distinguish desired result

Q&A, structure for Answerboxes See Internet Marketing Ninjas for how to answerbox Site Search. Voice Search. Call Tracking Transcripts.


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QueriesCarry context 5 W’s: Who What When Where Why

Geo-Location: proximity targeting

Hyper-Location: in-store beacons

Device: interpret degree of desire

Time: browsing or buying

Geo Terms. In-store sales. Position Tracker. Day parts.


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5 W’s can be used to filter for Intent. Try exporting Phrase Report or Related Terms, then sort by the presence of “W” words.

What “What do I do about…” or “What is…” = issue and solution-seeking (TOF)

Why “Why is my…” or “Why does…” = issue or consideration (ToF or MoF)

How “How do I…” or “How does…” or “How far…” = issue or consideration (ToF or MoF)

Who “Who makes…” or “Who sells..” = consideration and comparison (MOF)

When “When will it arrive..” or “When will it open…” = trust-building and transaction (BoF)

Where “Where can I get…” or “Where is…” = negotiation and transaction (BoF)

How “How far is…” or “How do I return…” or “How many…” = negotiation (BoF)


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QueriesConveys intent informational (Wikipedia)

navigational REALLY

navigational transactional

Phrase Report, Related Terms, Geo terms, Position Tracker, Ubersuggest, Soovle, Google My Business @radioms #SEMrushLive

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QueriesConveys intent


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QueriesCommercial very long-tail and specific

brand, product, features, gender,

age, color, materials, finish Paradox: The longer the tail, the shorter the funnel (more terms = closer to conversion) Soovle, Amazon, ebay, PLA Google Shopping


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QueriesGenuine use text or spoken: vernacular

regional dialect generational slang age (Flesch-Kincaid test,

Gunning FOG) education level

(Coleman Liau, AR) Readabilityscore.com


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QueriesGenuine use regional dialect


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QueriesMarket Segmentation, Personas, Affinities Web Browsing History as behavioral evidence of interests. Alexa upstream & downstream; Tagging: Compete, Quantcast; Good for display advertising and remarketing


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QueriesProfiles, Entities (Influencers & Brands), Engagement, Messages Connections of Affinity Affinio, FollowerWonk, Buzzstream, Nimble Good for social outreach, linkbuilding, relevant content curation and sharing, ad network selection, content partnership prospecting, marketing event consideration, and content creation, content marketing and promotions.


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QueriesProfiles, Entities (Influencers & Brands), Engagement, Messages Connections of Affinity Affinio, BuzzSumo, BuzzStream, Nimble Good for social outreach, linkbuilding, relevant content curation and sharing, ad network selection, content partnership prospecting, marketing event consideration, and content creation, content marketing and promotions.


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QueriesScale of Social Resonance Social Interaction as Market Insight BuzzSumo, TrackMaven Good for relevant content curation and sharing, competitive insights, content creation and marketing, thought leadership, B2B content marketing and promotions.


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Queries Complete. And. Necessary. Queries crucial to Google’s perception of your domain as topically “Complete” and your content as containing all that is “Necessary” to serve high volumes of searchers. Good for Building and writing a new website

Sorting the necessity or desirability of micro-sites or additional, niche domains

Creating content for a blog or brand domain

Writing content whitepapers, guides, checklists, etc.

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Queries Complete. And. Necessary. Queries crucial to Google’s perception of your domain as topically “Complete” and your content as containing all that is “Necessary” to serve high volumes of searchers. Good for Building and writing a new website

Sorting the necessity or desirability of micro-sites or additional, niche domains

Creating content for a blog or brand domain

Writing content whitepapers, guides, checklists, etc.

Shared Themes of Popular, Related Domains “Co-occurring” keywords from SERP ranking for LSI” Complete and Necessary Content development.

Eric Van Buskirk http://www.semrush.com/blog/new-tool-provides-advanced-bulk-search-of-semrush-data/ @ericvanbuskirk tweetphiladelphia.com

http://www.semrush.com/blog/new-tool-provides-advanced-bulk-search-of-semrush-data/




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Google’s mission is to organize the world’s information and make it universally accessible and useful.A lofty mission Consistent direction.

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“Google’s full year revenue for 2014 was $66 billion, up 19% year on year,” said Patrick Pichette, CFO of Google

Don’t be a zombie. Don’t chase the Algorithm. Your arm’s too short to box with God (or Google). Unless you can use up domains like tissues. Most brands want to be built, not burned.

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Queries for me? …or are you a bunch of zombies?

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Stop! Look under your seats… 2 Attendees get SEMrush FREE for 6 months!

Bring winning card to SEMrush booth 1. New Subscribers only. Current subscribers eligible for an upgrade of similar value.

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Free Demo! No obligation custom demonstration at booth 1… + 1 more chance to get SEMrush FREE for 6 months!

New Subscribers only. Current subscribers eligible for an upgrade of similar value.

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Free Offerhttp://bit.ly/clickzfree

FREE 15-Day Trial SEMrush Guru Plan. Activate before Fri. Aug 21, 2015! Credit Card and Email required. No payments due for 15 days, or contact SEMrush to end Trial without obligation. NEW USERS ONLY.

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Thank you!

Keywords are Dead: The Zombie Search Apocalypse

Marketing

Transcript of Keywords are Dead: The Zombie Search Apocalypse