Long Tail Topic Identification and Targeting - Pubcon 2015
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The document discusses strategies for identifying and targeting long tail topics in search queries, emphasizing the use of natural language processing and understanding audience language. It highlights the shift towards mobile search, the importance of leveraging artificial intelligence, and the need to prioritize questions consumers are not yet asking. Additionally, it covers keyword research tools and metrics for optimizing content and site architecture.
Long Tail Topic Identification and Targeting - Pubcon 2015
- 1. LONG TAIL TOPIC IDENTIFICATION & TARGETING GOING BEYOND KEYWORDS TO QUERIES WITH SENTENCE STRUCTURE
- 4. THE LONG TAIL & NLP GOOGLE’S NATURAL LANGUAGE PROCESSING
- 5. Query Size By Country Source: KeywordDiscovery.com, August, 2015
- 6. 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.
- 7. 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.
- 8. KNOWING YOUR TARGET MARKET KNOW YOUR AUDIENCE INTIMATELY
- 9. First understand who your customers are as people… Source: Stavos.nl
- 11. DEVELOP PERSONAS Source: Jason Travis, DesignLab
- 12. WHAT ARE THEIR PAIN POINTS? Source: Ido Rosethal
- 13. OBSERVE YOUR TARGET MARKET UNDERSTANDING YOUR AUDIENCE’S LANGUAGE
- 14. UNDERSTAND & RECORD THE LANGUAGE YOUR CUSTOMERS USE
- 15. IN CONVERSATIONS ONLINE FORUMS WEBINARS – Q&A / CHAT REVIEWS SOCIAL MEDIA
- 16. IN CONVERSATIONS OFFLINE HELPDESK SYSTEM CRM SYSTEM EMAIL CALLS TO CALL CENTER FOCUS GROUPS DOCUMENTS (PROPOSALS, KNOWLEDGE PAPERS, ETC) ASK TO HAVE ACCESS… IF YOU ARE NOT RECORDING THESE CONVERSATIONS, YOU SHOULD BE
- 17. GEOFEEDIA
- 19. DISCUSSIONS BUTTON FOR GOOGLE SEARCH
- 20. KEYWORD.IO
- 21. KEYWORD RESEARCH IDENTIFYING LONG TAIL TOPIC TARGETS
- 22. GOOGLE KEYWORD PLANNER • Enter product/service • Pull terms • Avg monthly searches • Login to use
- 25. SOOVLE
- 26. HITWISE
- 27. WORDSTREAM
- 28. OTHER KEYWORD TOOLS SEMRUSH BING KEYWORD RESEARCH TOOL SEARCHMETRICS YOUTUBE SUGGEST UBERSUGGEST KEYWORDSPY VISUAL THESAURUS
- 29. TOPIC PRIORITIZATION PRIORITIZING KEYWORDS & PHRASES
- 30. METRICS
- 31. METRICS • KEYWORD POTENTIAL • UNDERPERFORMING PAGES • KEYWORD TRAFFIC • OPTIMIZATION DIFFICULTY • EXPECTED ROI
- 32. KEYWORD YIELD METRICS • PAGE YIELD • KEYWORD YIELD • BRAND-TO-NONBRAND RATIO • UNIQUE PAGES
- 33. TOPIC MAPPING FOR DOMAIN THEMATIC CONTENT
- 34. MAPPING FOR THEMATIC CONTENT
Editor's Notes
- #2: Source: https://www.flickr.com/photos/kuopassa/16269901479/
- #3: Co-author of The Art of SEO Author of Google Power Search Co-author of Social eCommerce Founded Netconcepts in 1995 Sold it to Covario in 2010 Invented GravityStream, a pay-for-performance SEO technology Twitter: @sspencer
- #4: Co-author of The Art of SEO Author of Google Power Search Co-author of Social eCommerce Founded Netconcepts in 1995 Sold it to Covario in 2010 Invented GravityStream, a pay-for-performance SEO technology Twitter: @sspencer
- #5: Source: https://www.flickr.com/photos/benspics2433/18946036698/
- #6: Source: http://www.keyworddiscovery.com/keyword-stats.html In the US, the average number of keywords per query has increased. People are using more words and sentence structure than previously.
- #7: http://adwords.blogspot.co.uk/2015/05/building-for-next-moment.html https://medium.com/backchannel/how-google-search-dealt-with-mobile-33bc09852dc9
- #8: https://medium.com/backchannel/googles-secret-study-to-find-out-our-needs-eba8700263bf
- #9: Source: https://www.flickr.com/photos/dollymonster/10204624383/
- #11: Understanding a target market explores demographics, psychographics and sociographics.
- #12: Use of personas helps to put some context around who the target market is, interests, behaviour, what they think and feel.
- #13: Knowing your customers’ pain points and questions (even the ones they may not be asking you directly) guides the type of content your organization needs to generate.
- #14: Source: https://www.flickr.com/photos/pliggy/3524303749/ A way of understanding your customers, is to observe them in action online and offline.
- #15: Source: https://www.flickr.com/photos/troutfactory/2053402123/ What questions, language or words do your customers use? It’s important to learn the words they use and the sentiment behind those words.
- #16: One way is to observe people conversing online. E.g. forums, webinars, reviews, social media conversations
- #17: And offline.
- #18: Tools like Geofeedia help to observe conversations across social media platforms by location.
- #19: Google Auto Complete provides additional long tail topics. Enter in seed words and modifiers.
- #20: Discussions button for Google Search - https://chrome.google.com/webstore/detail/discussions-button-for-go/igjiggoeheaondbmhmilpmbdkpgcjmdn?hl=en The Discussions Button conducts searches across forums and blogs in Google. It helps to identify long tail topics.
- #21: Discussions button for Google Search - https://chrome.google.com/webstore/detail/discussions-button-for-go/igjiggoeheaondbmhmilpmbdkpgcjmdn?hl=en Keyword.io is another great tool to explore long tail topics.
- #22: Source: https://www.flickr.com/photos/flipimages/15702488936/
- #33: – % of unique pages yielding search engine-delivered traffic in a given month – ratio of keywords to pages yielding search traffic – % of search traffic coming from brand keywords vs. nonbrand keywords – non-duplicate pages crawled