keywords hiding in plain sight
TRANSCRIPT
Keywords Hiding in Plain Sight
Using Ngram Analysis and Bayesian Filtering to Find
High Conversion Keywords
@bencken
Would you rather
be this guy…
@bencken
…or this guy?
@bencken
My Background
Performance-Based Content Marketing for B2B Link Building Tools to Help You Scale
@bencken
A Friend’s Video Content Site…
• 26,700 distinct kws
per month
• 90% 1-entrance kws
• 3% of kws converted
• 61% of conversions
from kws under 10
entrances
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Organic Entrances vs. Keywords
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Which keywords drive conversion?
N-GRAM ANALYSIS
Approach #1
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Ngram Analysis
dvd ripping software for mac
ID 2-word ngram (bigram)
A dvd ripping
B ripping software
C software for
D for mac
A
B
C
D
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@bencken
n-gram Analysis Pros/Cons
• Pros
– Find major phrases that drove traffic and
conversions
– Indicator of what phrases Google is ranking
you for
• Cons
– Hard to compare keyword conversion with
varying volumes
– Ignores long tail data
– Chick and egg problem
BAYESIAN FILTERING
Approach #2
@bencken
Bayesian Filtering
• Same technology that
detects spam
• Based on probability that
words are associated with
conversions
• Finds the phrases and sub-
parts associated with
conversions
@bencken
Google Bestows Upon Us “Prediction”…
• You need…
– Conversion data at kw level
– Excellent Analytics
– Google Cloud Storage
– Google Prediction
• Steps
– Download your keyword data from GA
• Beware of sampling, English only, Same medium, More is better
– Organize keyword data into 2 columns:number,”keyword”
• Number: 1 = converted, 0 = no conversion
– Upload to Google Cloud Storage
– Train a new Predict model
https://developers.google.com/prediction/docs/hello_world
@bencken
Example Training Data0,"best dvd ripping software"
0,"dvd ripping software"
0,"book"
0,"sell videos online"
0,"best free dvd ripper"
0,"turkey"
0,"master cleanse blog"
0,"a book"
0,"dvd ripping software for mac"
0,"learn economics market structure online"
0,"sell videos"
0,"tropic thunder"
1,"chemistry: videos of fission and fusion"
0,"dvd ripping software mac"
0,"selling videos"
0,"prono videos"
0,"special days in december"
0,"selling videos online"
0,"list of december holidays"
0,"grim reaper"
@bencken
@bencken
Let’s Ask a Question…
algebra
calculus
Answer: calculus searches convert better!
Question: Would calculus or algebra search traffic perform better?
@bencken
Prediction At Scale…
So what?
Prediction Value * Google AW
Search Volume = Potential
1) Screen all your top keywords
and ngrams via the model.
2) Screen all those single-visit
keywords for opportunities.
3) Screen suggestions from 3rd
party tools.
Filter performance:97.6% accurate, 2.2% false positive, .2% false negative
@bencken
@bencken
Keyword Tools
• Adchemy
• Adgooroo
• Adwords Keyword
Tool
• ConcentrateMe
• Ispionage
• KeyCompete
• Keyword Discovery
(Trellian)
• Keyword Elite 2.0
• Keyword Spy
• MergeWords
• Market Samauri
• NicheBot
• Searchmetrics
• SEMRush
• SEOBook
• Spyfu
• Ubersuggest
• Wordstream
• Wordtracker
• Wordze
@bencken
Thanks!
Jeremy Bencken
Founder, Wordloop
@bencken