the art of keyword categorization for ecommerce by colleen clark, razorfish
Post on 21-Nov-2014
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The Art of Keyword Categorization for ecommerce
Presented by: Colleen Clark
Case Study: Meet Zappos CEO, Tony Hsieh. He has a Team of Online “Storage Wars” Aficionados looking for that “Wow” Factor.
Mapping Out Categories
Keyword Categorization
Keyword
Brand Unbranded Un-Identified
Brand
GeneralBrand + Product Category
OR?
Men’s
Shoes“men’s work
shoes”
Shoes
Men’s“men’s work
shoes”
1) Paid Search Campaigns & Ad Groups
2) Navigation and Sub-Navigation
3) Keyword Volume & Revenue Analysis
Unidentified Keywords
• Non-English Characters• Typos/Misspellings
• Don’t Discount Valuable Keywords! Always Double Check Your Data for:– Acronyms– Misspellings– New Product or Brand
Names
Making Sense of Everything
• Average Order Value • Conversion Rate % • Revenue Per Visit
Set Category AOV Goals & Take Charge!
That’s Great, Colleen, but how do we speed up the categorization process?
• Use Paid Search Campaigns/Ad Groups• Keep an Index of Your Data and Name
Structure• Use Macros & Excel (Richard Baxter: http://
www.seomoz.org/blog/keyword-research-using-categories)
• Tap into Product Technology
Thank You!
Guest Post @ : http://goo.gl/n9kUt
@Colleen_Clark
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