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LONG TAIL TOPIC IDENTIFICATION & TARGETING
GOING BEYOND KEYWORDS TO QUERIES WITH SENTENCE STRUCTURE
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STEPHAN SPENCERSEO EXPERT/AUTHOR/SPEAKERWWW.STEPHANSPENCER.COMTWITTER: @SSPENCER
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THE LONG TAIL & NLP
GOOGLE’S NATURAL LANGUAGE PROCESSING
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Query Size By Country
Source: KeywordDiscovery.com, August, 2015
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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.
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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.
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KNOWING YOUR TARGET MARKET
KNOW YOUR AUDIENCE INTIMATELY
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First understand who your customers are as people…
Source: Stavos.nl
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DEMOGRAPHICS, PSYCHOGRAPHICS & SOCIOGRAPHICS
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DEVELOP PERSONAS
Source: Jason Travis, DesignLab
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WHAT ARE THEIR PAIN POINTS?Source: Ido Rosethal
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OBSERVE YOUR TARGET MARKET
UNDERSTANDING YOUR AUDIENCE’S LANGUAGE
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UNDERSTAND & RECORD THE LANGUAGE YOUR CUSTOMERS USE
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IN CONVERSATIONS ONLINEFORUMSWEBINARS – Q&A / CHATREVIEWS SOCIAL MEDIA
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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
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GEOFEEDIA
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GOOGLE AUTOCOMPLETE
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DISCUSSIONS BUTTON FOR GOOGLE SEARCH
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KEYWORD.IO
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KEYWORD RESEARCH
IDENTIFYING LONG TAIL TOPIC TARGETS
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GOOGLE KEYWORD PLANNER• Enter product/service• Pull terms• Avg monthly searches• Login to use
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SOOVLE
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HITWISE
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WORDSTREAM
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OTHER KEYWORD TOOLSSEMRUSHBING KEYWORD RESEARCH TOOLSEARCHMETRICSYOUTUBE SUGGESTUBERSUGGESTKEYWORDSPYVISUAL THESAURUS
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TOPIC PRIORITIZATION
PRIORITIZING KEYWORDS & PHRASES
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METRICS
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METRICS• KEYWORD POTENTIAL
• UNDERPERFORMING PAGES
• KEYWORD TRAFFIC
• OPTIMIZATION DIFFICULTY
• EXPECTED ROI
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KEYWORD YIELD METRICS• PAGE YIELD
• KEYWORD YIELD
• BRAND-TO-NONBRAND RATIO
• UNIQUE PAGES
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TOPIC MAPPING FOR DOMAIN THEMATIC CONTENT
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MAPPING FOR THEMATIC CONTENT
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THANK YOU
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Stephan SpencerSEO expert/author/speakerwww.stephanspencer.com@sspencer