Search Engine Optimization

Danny wrote another column titled Search 4.0

Key highlights:

• Search 1.0 (1996): Pages ranked using “on-the-page” criteria
• Search 2.0 (1998): Pages ranked using “off-the-page” criteria
• Search 3.0 (2007): Vertical search results blended into regular search results

Danny noted that search engines are going to be reliant on behavior data and human editors more, but we think he mentioned it too early. There is no doubt that search engines are tracking click rate, number of searches, time spent on site and other behavior indicators, but off page and on page remain THE key.

Danny hurried with this one. There’s no doubt that behavior is going to a big part of future algorithms, but it is not so now. To put it into perspective – a fella said it was digital era 5 years before one could say so. He wasn’t wrong, digital era was coming, but he proclaimed it too early. Same with Search 4.0 – it’s coming, but we’re not there yet.

As for behavior and SEO – development of engaging sites, that speak directly to search intention is going to part of the KEY!

Search 4.0: Putting Humans Back In Search

Last time we mentioned how to organize leaked AOL keywords into excel spreadsheets. This time lets actually use this leaked keyword data.

Get your copy here

Using Leaked AOL Keywords

Compete.com, WordTracker and Keyword Discovery charge for this. With AOL keyword data you’re getting raw data from a platform with ~5% search market share in the US.

Data can be used for PPC bids(better hurry), keyword marketing analysis and SEO.

Lets focus on keyword marketing analysis. The purpose of keyword analysis is to source questions potential customers search for, concerns and perceptions about specific product groups or single products. By carefully analyzing keyword data(especially of this quality), you can create specific articles and properly address information structure for maximum persuasion.

Using AOL Keyword Analysis in a Specific Niche

If you’re in Excel, sort keywords with Data Auto Filter or use List command in 2003 version. Learn how to here.

Once filtered, keywords can be organized by A-Z, numerical value, by phrase, etc.. Our interest is to organize and sort keyword that contain specific words. For example: “credit card”, “credit”, “loan” etc.

Here’s some interesting stuff we got with: “credit card”, “credit”, “loan” :

• how to get credit card companies to reduce debt
• required continuing dental education credits in connecticut
• reporting tenant’s to credit buearal
• websites for credid cards unsecured for not perfect credit
• what is the safest way to check your credit report
• where can i borrow money for college with bad credit no cosigner

Dig in your niche to find long tail AOL keywords related to your customers.

Copy all the keywords that come up with your filters to the new file, from all 40 AOL spreadsheets. This way you have all data in one convenient place.

Depending on your niche you may end up with 200 to 50.000 keywords. Most will be repeated. Don’t delete them.

Go through the list carefully. See what people are searching for. Kill two birds with one shot.

Marketing Analysis.

Bird number one.

If keyword(especially long tail) is searched by many users – it is a clear indication that searchers want to see / know / use what they search for. (for example “mortgage calculator”, or “interest rate history”).

Identify keywords that are widely repeated. Identify what users want to see and analyze actual pages that Google directed them to (thanks to AOL we can see this). Bingo – you now know what some of your potential customers want / need to see in order to feel confident doing business with you. Create whatever it is they want, feature it in information structure and you’re one step closer to better persusion architecture.

Also look at extra long tail keywords. Those may be searched by 1 – 3 individuals, but chances are, other people had exactly the same question during their buying process. Identify those keywords and feature appropriate content where needed.

SEO and AOL Keywords

The second bird to kill is SEO. Since you identified keywords for marketing research purposes and took the initiative to create appropriate content, don’t leave out SEO. In your new content, populate targeted keywords and get some SERP visibility!

You can also hit long tail purely for traffic. I suggest some analysis first, but if you’re only after traffic this can work just as well.

Related Posts:

• Using keyword commands to get into the Brains of your Customers
• Keyword Marketing Research