Keywords vs Conversations

Search intent explained with the analogy that keywords are like conversations with real people. The effectiveness of the conversation relies on who directly you answer peoples questions.

Transcript

1. www.further.co.uk Jonathan Falgate. Head of Organic Search jon@further.co.uk
2. 2 www.further.co.uk If you own a shop, you have conversations with your customers (it’s the same with websites)
3. 3 www.further.co.uk Keyword Market Global Monthly Searches Regional Monthly Searches % Organic clicks Clicks per search Difficulty Traffic potential Avg page links Avg domain links boat hire GB-en 12100 5400 78% 1.2 54 3500 0 720 boat hire norfolk broads GB-en 14800 14800 54% 1.3 55 10020 2 4400 boat hire norfolk broads day GB-en 3600 3600 25% 1.4 43 2500 5 5400 boat holiday norfolk broads GB-en 4400 4400 76% 1.3 45 3500 7 4400 boating holiday GB-en 6600 5400 24% 1.4 65 4000 4 4400 boating holiday in norfolk GB-en 720 720 34% 1.1 45 500 11 10 boating holiday norfolk GB-en 720 720 56% 1.2 35 650 2 4400 boating holiday norfolk broads GB-en 4400 4400 76% 1.3 45 700 20 14800 boating holidays GB-en 6600 5400 45% 1.1 43 1200 5 30 boating holidays norfolk broads GB-en 4400 4400 34% 1.2 57 3200 7 320 boating holidays on norfolk broads GB-en 4400 4400 54% 1.3 65 600 8 390 boating holidays on the norfolk GB-en 10 10 47% 1.1 64 750 21 260 boating holidays on the norfolk broads GB-en 4400 4400 64% 1.2 68 3200 5 260 boats hire norfolk broads GB-en 14800 14800 23% 1.3 57 150 8 260 broads boating holiday GB-en 320 320 37% 1.2 51 10020 2 10 broads day boat hire GB-en 390 390 65% 1.2 61 2500 0 2900 day boat hire norfolk GB-en 480 480 25% 1.1 43 3200 0 110 day boat hire norfolk broads GB-en 3600 3600 76% 1.2 57 150 2 50 day boat hire norfolk broads potter heigham GB-en 170 170 24% 1.3 65 3400 5 390 day boat hire potter heigham GB-en 140 140 34% 1.1 64 4500 7 50 day boat norfolk broads GB-en 260 260 56% 1.2 68 6300 4 390 dog friendly boating holidays GB-en 170 90 76% 1.3 57 7200 11 4400 luxury boat hire norfolk GB-en 10 10 25% 1.1 65 140 1 3600 luxury boat hire norfolk broads GB-en 590 590 76% 1.4 64 590 2 170 luxury boating holidays GB-en 480 320 24% 1.3 68 4400 5 140 luxury boating holidays norfolk broads GB-en 50 40 34% 1.4 57 10 3 260 luxury boating holidays uk GB-en 110 90 76% 1.1 53 140 6 880 luxury boats on norfolk broads GB-en 90 90 24% 1.2 51 590 4 10 luxury day boat hire norfolk broads GB-en 140 140 34% 1.3 61 4400 0 2900 norfolk boating holiday GB-en 720 720 56% 1.1 60 10 2 1600 norfolk broads boat hire GB-en 14800 14800 45% 1.3 55 3200 7 90 norfolk broads boat hire day GB-en 3600 3600 34% 1.1 43 600 4 480 norfolk broads boat holiday GB-en 4400 4400 54% 1.2 45 750 11 3600 norfolk broads boat holidays GB-en 4400 4400 37% 1.3 65 3200 2 170 norfolk broads boating hire GB-en 14800 14800 65% 1.1 45 150 20 140 norfolk broads boating holidays GB-en 4400 4400 83% 1.2 35 3400 5 260 norfolk broads boats hire GB-en 14800 14800 35% 1.2 45 40 7 90 norfolk broads day boat hire GB-en 3600 3600 76% 1.4 65 590 5 390 norfolk broads holidays boats GB-en 4400 4400 24% 1.1 53 600 0 14800 norfolk broads holidays luxury boating GB-en 50 40 34% 1.2 51 750 8 30 norfolk broads luxury boat hire GB-en 590 590 24% 1.4 54 3500 1 260 pet friendly boating holidays norfolk broads GB-en 10 10 62% 1.4 51 10 8 110 potter heigham boat hire GB-en 590 480 76% 1.1 60 4400 0 50 potter heigham day boat hire GB-en 140 140 34% 1.4 55 110 9 4400 weekend boat hire norfolk broads GB-en 210 210 65% 1.2 64 10 5 30 winter boating holidays norfolk GB-en 10 10 83% 1.3 68 110 3 4400 winter boating holidays norfolk broads GB-en 10 10 35% 1.1 57 90 6 14800
4. 4 www.further.co.uk Keyword Market Global Monthly Searches Regional Monthly Searches % Organic clicks Clicks per search Difficulty Traffic potential Avg page links Avg domain links boat hire GB-en 12100 5400 78% 1.2 54 3500 0 720 boat hire norfolk broads GB-en 14800 14800 54% 1.3 55 10020 2 4400 boat hire norfolk broads day GB-en 3600 3600 25% 1.4 43 2500 5 5400 boat holiday norfolk broads GB-en 4400 4400 76% 1.3 45 3500 7 4400 boating holiday GB-en 6600 5400 24% 1.4 65 4000 4 4400 boating holiday in norfolk GB-en 720 720 34% 1.1 45 500 11 10 boating holiday norfolk GB-en 720 720 56% 1.2 35 650 2 4400 boating holiday norfolk broads GB-en 4400 4400 76% 1.3 45 700 20 14800 boating holidays GB-en 6600 5400 45% 1.1 43 1200 5 30 boating holidays norfolk broads GB-en 4400 4400 34% 1.2 57 3200 7 320 boating holidays on norfolk broads GB-en 4400 4400 54% 1.3 65 600 8 390 boating holidays on the norfolk GB-en 10 10 47% 1.1 64 750 21 260 boating holidays on the norfolk broads GB-en 4400 4400 64% 1.2 68 3200 5 260 boats hire norfolk broads GB-en 14800 14800 23% 1.3 57 150 8 260 broads boating holiday GB-en 320 320 37% 1.2 51 10020 2 10 broads day boat hire GB-en 390 390 65% 1.2 61 2500 0 2900 day boat hire norfolk GB-en 480 480 25% 1.1 43 3200 0 110 day boat hire norfolk broads GB-en 3600 3600 76% 1.2 57 150 2 50 day boat hire norfolk broads potter heigham GB-en 170 170 24% 1.3 65 3400 5 390 day boat hire potter heigham GB-en 140 140 34% 1.1 64 4500 7 50 day boat norfolk broads GB-en 260 260 56% 1.2 68 6300 4 390 dog friendly boating holidays GB-en 170 90 76% 1.3 57 7200 11 4400 luxury boat hire norfolk GB-en 10 10 25% 1.1 65 140 1 3600 luxury boat hire norfolk broads GB-en 590 590 76% 1.4 64 590 2 170 luxury boating holidays GB-en 480 320 24% 1.3 68 4400 5 140 luxury boating holidays norfolk broads GB-en 50 40 34% 1.4 57 10 3 260 luxury boating holidays uk GB-en 110 90 76% 1.1 53 140 6 880 luxury boats on norfolk broads GB-en 90 90 24% 1.2 51 590 4 10 luxury day boat hire norfolk broads GB-en 140 140 34% 1.3 61 4400 0 2900 norfolk boating holiday GB-en 720 720 56% 1.1 60 10 2 1600 norfolk broads boat hire GB-en 14800 14800 45% 1.3 55 3200 7 90 norfolk broads boat hire day GB-en 3600 3600 34% 1.1 43 600 4 480 norfolk broads boat holiday GB-en 4400 4400 54% 1.2 45 750 11 3600 norfolk broads boat holidays GB-en 4400 4400 37% 1.3 65 3200 2 170 norfolk broads boating hire GB-en 14800 14800 65% 1.1 45 150 20 140 norfolk broads boating holidays GB-en 4400 4400 83% 1.2 35 3400 5 260 norfolk broads boats hire GB-en 14800 14800 35% 1.2 45 40 7 90 norfolk broads day boat hire GB-en 3600 3600 76% 1.4 65 590 5 390 norfolk broads holidays boats GB-en 4400 4400 24% 1.1 53 600 0 14800 norfolk broads holidays luxury boating GB-en 50 40 34% 1.2 51 750 8 30 norfolk broads luxury boat hire GB-en 590 590 24% 1.4 54 3500 1 260 pet friendly boating holidays norfolk broads GB-en 10 10 62% 1.4 51 10 8 110 potter heigham boat hire GB-en 590 480 76% 1.1 60 4400 0 50 potter heigham day boat hire GB-en 140 140 34% 1.4 55 110 9 4400 weekend boat hire norfolk broads GB-en 210 210 65% 1.2 64 10 5 30 winter boating holidays norfolk GB-en 10 10 83% 1.3 68 110 3 4400 winter boating holidays norfolk broads GB-en 10 10 35% 1.1 57 90 6 14800
5. 5 www.further.co.uk It’s overwhelming because you’re seeing all your conversations at once…….
6. 6 www.further.co.uk But they are still real people asking for information and trying to buy things
7. 7 www.further.co.uk You run a boat hire shop on The Norfolk Broads A customer walks in……..
8. 8 www.further.co.uk Hello, can we take dogs out with us if we hire a boat from you? Translated into a real world conversation: Keyword: Dog friendly boat hire Norfolk Broads
9. 9 www.further.co.uk Do you reply: Certainly, we have 115 boats that we hire out, not all are pet friendly though. Would you like me show you them all anyway? 1.
10. 10 www.further.co.uk Do you reply: Certainly Madame, before I show you though, did you know that we are the UK’s top travel agent providing dog friendly boats to Norfolk Broads holiday makers? We hire more boats than any other provider and we’ve won a bunch of awards for our service, let me show you some of them. Did you also know that we’ve been established as a business for over 75 years, so if there is anything you need, you can be sure that we’ll have the right boat for all your holiday needs, all you have to do is ask. And just to prove it, let me show you some images of people just like you having fun on some of our boats, all taken in much better weather than it is today. 2.
11. 11 www.further.co.uk Do you reply: Certainly Sir, we have a great range of boats available for hire which allow pets. How many people will be joining you? 3.
12. 12 www.further.co.uk Do you reply: Certainly Sir, we have a great range of boats available for hire which allow pets. How many people will be joining you? 3. It’s polite It’s helpful It’s concise It expresses a USP It engages and is leading It’s not repetitive It’s not a monologue written to an arbitrary word length It doesn’t waste anyone's time
13. 13 www.further.co.uk Can I hire a boat please, I would like to bring my dog? Variations of keywords? How would you respond to all these questions? Do you have dog friendly boat hire? Can I take my dog if I hire a boat?
14. 14 www.further.co.uk Intent
15. 15 www.further.co.uk Intent = Rankings & Conversions
16. 16 www.further.co.uk If your website is your online equivalent of your shop. Your shop sign and your in-store displays tell people about what you provide. And you say hello when someone walks in.
17. 17 www.further.co.uk When someone asks you the question “dog friendly boat hire Norfolk broads” You would answer: “For how many people and when would you like to book?” If you did anything else, you’d likely frustrate them.
18. 18 www.further.co.uk But if they didn’t buy, why? How would that conversation go? • Price • Your fully booked on the day they want • Just browsing • They usually hire from someone else and they’re just looking,
19. 19 www.further.co.uk Your shop has been open for a while, but your competitor is hiring more boats. Because you hire luxury boats and they hire lower quality boats at a cheaper price.
20. 20 www.further.co.uk Do you: • Put a sign in the window saying, “cheap boats for hire” • Understand that the people buying from you competitor aren’t your target audience. • Or, after understanding more about how your customers are price drive, look to alter your business model. Your shop has been open for a while, but your competitor is hiring more boats. Because you hire luxury boats and they hire lower quality boats at a cheaper price.
21. 21 www.further.co.uk Your online competitor gets more traffic than you. Because they rank higher in Google for the term “cheap boat hire”, and because you don’t sell cheap boats, therefore you don’t rank as well.
22. 22 www.further.co.uk Do you: • Create a banner and optimise your landing page with the text “CHEAP BOAT HIRE!” • Understand that the people buying from you competitor aren’t your target audience. • Or, after understanding more about how your customers are price drive, look to alter your business model. Your online competitor gets more traffic than you. Because they rank higher in Google for the term “cheap boat hire”, and because you don’t sell cheap boats, therefore you don’t rank as well.
23. 23 www.further.co.uk If you can’t meet their intent with a cheap price, it doesn’t matter how much volume the keyword gets. Mens shoes
24. 24 www.further.co.uk Cheap mens shoes If you can’t meet their intent with a cheap price, it doesn’t matter how much volume the keyword gets.
25. 25 www.further.co.uk If you treat people like human beings: • If you listen to them • If you’re polite & helpful • And you sell a good product Then you can do that online as faithfully as you would in real life.
26. www.further.co.uk jon@further.co.uk Jon Falgate