long tail topic identification and targeting - pubcon 2015

LONG TAIL TOPIC IDENTIFICATION & TARGETING

GOING BEYOND KEYWORDS TO QUERIES WITH SENTENCE STRUCTURE

STEPHAN SPENCERSEO EXPERT/AUTHOR/SPEAKERWWW.STEPHANSPENCER.COMTWITTER: @SSPENCER

THE LONG TAIL & NLP

GOOGLE’S NATURAL LANGUAGE PROCESSING

Query Size By Country

Source: KeywordDiscovery.com, August, 2015

GOOGLE REGARDS ALL INPUT AS CONVERSATIONAL

Source: KeywordDiscovery.com, August, 2015

• There is a stronger focus on mobile today, where people dictate their queries into Google, rather than type them.

• More searches are conducted on a mobile device in 10 countries including US and Japan.

• Searchers use full question sentence structures as their search queries. E.g. what, why, where, who, when, how

• Google uses Knowledge Graph, Voice Search and Google Now to provide an intelligent hive of knowledge.

THE NEAR FUTURE: ARTIFICIAL INTELLIGENCE

Source: KeywordDiscovery.com, August, 2015

• Google “Daily Information Needs” annual study asks a sample number of subjects which questions they want to have answered (questions currently not entered into Google). These questions are categorized and prioritized for future search projects.

What questions are your customers not asking Google yet?

• Most of the web’s data such as documents and images are “unstructured”, so using AI will make it useful.

• Google’s “Deep Learning” experiments use “neural nets”, modelled on the way biological brains learn, incorporating speech recognition, vision and language, capable of projects like “neural image caption generator” (NIC). E.g. a learning system able to identify concepts in images and apply captions using natural language sentences.

KNOWING YOUR TARGET MARKET

KNOW YOUR AUDIENCE INTIMATELY

First understand who your customers are as people…

Source: Stavos.nl

DEMOGRAPHICS, PSYCHOGRAPHICS & SOCIOGRAPHICS

DEVELOP PERSONAS

Source: Jason Travis, DesignLab

WHAT ARE THEIR PAIN POINTS?Source: Ido Rosethal

OBSERVE YOUR TARGET MARKET

UNDERSTANDING YOUR AUDIENCE’S LANGUAGE

UNDERSTAND & RECORD THE LANGUAGE YOUR CUSTOMERS USE

IN CONVERSATIONS ONLINEFORUMSWEBINARS – Q&A / CHATREVIEWS SOCIAL MEDIA

IN CONVERSATIONS OFFLINEHELPDESK SYSTEM CRM SYSTEM EMAIL CALLS TO CALL CENTERFOCUS GROUPSDOCUMENTS (PROPOSALS, KNOWLEDGE PAPERS, ETC)

ASK TO HAVE ACCESS… IF YOU ARE NOT RECORDING THESE CONVERSATIONS, YOU SHOULD BE

GEOFEEDIA

GOOGLE AUTOCOMPLETE

DISCUSSIONS BUTTON FOR GOOGLE SEARCH

KEYWORD.IO

KEYWORD RESEARCH

IDENTIFYING LONG TAIL TOPIC TARGETS

GOOGLE KEYWORD PLANNER• Enter product/service• Pull terms• Avg monthly searches• Login to use

SOOVLE

HITWISE

WORDSTREAM

OTHER KEYWORD TOOLSSEMRUSHBING KEYWORD RESEARCH TOOLSEARCHMETRICSYOUTUBE SUGGESTUBERSUGGESTKEYWORDSPYVISUAL THESAURUS

TOPIC PRIORITIZATION

PRIORITIZING KEYWORDS & PHRASES

METRICS

METRICS• KEYWORD POTENTIAL

• UNDERPERFORMING PAGES

• KEYWORD TRAFFIC

• OPTIMIZATION DIFFICULTY

• EXPECTED ROI

KEYWORD YIELD METRICS• PAGE YIELD

• KEYWORD YIELD

• BRAND-TO-NONBRAND RATIO

• UNIQUE PAGES

TOPIC MAPPING FOR DOMAIN THEMATIC CONTENT

MAPPING FOR THEMATIC CONTENT

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THANK YOU

Stephan SpencerSEO expert/author/speakerwww.stephanspencer.com@sspencer