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Finding the right keywords - Data Mining

A second bite of the cherry!

11:28 pm on Jan 15, 2002 (gmt 0)

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WebmasterWorld Senior Member nffc is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:June 22, 2000
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The core of any sucessful SEO campaign, imho, is indentifing the right keywords. The major problem faced is the amount of "noise" obsuring many valuable keywords, the popular sources of data have become so corrupted that in the main all they show is what other SEO's think are the value keywords.

We fell into this trap almost 18 months ago on one particular site and amongst a keyword set of 20 odd followed the pack on a very important phrase. We had a choice between a couple of two word keyphrases, very close to each other, in fact almost indentical save for two letters. We plumped for the shorter version, the most competitive and seemingly much more searched for, wrong!

After nine months of running the site we switched to the alternative phrase, more on a hunch than anything. BAM! what a difference it made. The worst thing is all the time the right keyword set was under our nose's, our customers reminded us everyday how they searched, we were just too dumb to notice.

Data Mine your emails. For a quick and dirty method fire up whatever Find feature your email app has and stick in some keywords. Compare the numbers, you may just find a gold nugget [or is that a golden nugget :)].

10:58 pm on Jan 21, 2002 (gmt 0)

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WebmasterWorld Senior Member rcjordan is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Apr 22, 2000
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>hidden field

Javascript. Put this in the header:
<script language="JavaScript">
var startTime = new Date();
startTime = startTime.getTime();
var submissions = 0;

function writeReferrer() {
if (document.form1) {
document.form1.REFERRER.value = document.referrer;
document.form1.referring_page.value = document.referrer;
} // goes with function

// -->

this in the body tag:
onLoad="return writeReferrer()"

and this between the form tags:
<Script Language="JavaScript">
document.write("<input type='hidden' name='REFERRER' value='none" + "'>")

If you want the text box to be auto-filled by the script:
<NOSCRIPT><INPUT NAME="referring url/page" size=50></NOSCRIPT>
<Script Language="JavaScript">
document.write("<input type='text' name='referring_page' value='none' size='40" + "'>")

4:53 am on Jan 22, 2002 (gmt 0)

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WebmasterWorld Senior Member 10+ Year Member

joined:Aug 24, 2000
votes: 4

Data mining BUY keywords is my approach.

Tracking the keywords the buyers used and costs of optimizing/purchasing those keywords in terms of ROI.

Then capitalizing on BUY keywords that produce the greatest profit in relationship to cost.

The ROI can be seasonal with more broad keywords producing a better return during the holiday season than the off season.

In a nutshell, seperating the browsers from the buyers.

6:23 am on Jan 22, 2002 (gmt 0)

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WebmasterWorld Senior Member marcia is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Sept 29, 2000
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Some sites and types of products are mostly seasonal, and sleepers the rest of the year. For those, the logs are packed for a few months before the fall/winter holidays. There were words and combinations used pulled from some obscure words being used on a page only once, starting a whole new train of thought.

At Overture, some words showed multiple times the number of searches in November than they usually do, and there was a windfall in logs that'll last through a few seasons. It's especially helpful for anything that could be popular as a gift item. Some don't know exactly what they're looking for, they'll search for "gifts for men" - good for Christmas, Valentines Day, Father's Day, graduations.

>switched to the alternative phrase

With one phrase, a high ranking was totally useless - nothing EVER came from it, even though it generally shows about 350 Overture searches. It jumped to 562 in November - still nothing, but a similar phrase with about 530 started to generate consistently enough so that minor change is in order. Maybe not for all year, but for sure worth it on a seasonal basis.

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