How Keyword Research Aids in Strategy
Life Insurance Search Behavior Model
Pushing the boundaries of Advanced Keyword Research…
When you look at user intent across full AdWords data sets, it’s often possible to identify categories of behavior that can be used to develop a strategic focus for marketing. In the Life Insurance data-set (which has over 50M monthly searches) there are 14 high-level categories of behavior that contain an additional 21 sub-categories of search behavior. This collective behavior reflects the entire search experience associated with a single keyword phrase.
High Level Categories
The top category reflect consumers searching for information about life insurance in a broad and vague way. The following two categories have consumers searching for a company to do business with. Interestingly, over 40% of these searchers do not specify a brand name, suggesting that this traffic is up for grabs. These three categories provide no new targeting opportunity beyond expensive PPC campaigns that hope to siphon off a percentage of this traffic to your website.
The next three categories are different. These provide strategically targeted content and landing page opportunities to be explored. These are:
- Type of Insurance: Searches for life insurance by product type
- Transaction-based searches: Ready to buy
- Value-based searches: Conditions for buying
Note: When you compare the Value vs. Quality categories the behavior suggest that consumers are much more interested in Value (2.6M) than they are in Quality (245K) by a ten to one margin.
Top Sub Categories
Each of these three high-level categories have well-defined sub-categories of behavior. For instance, the Type category has six sub-categories that exhibit a lot of variability around how consumers search for life insurance products. This behavior presents several micro-site opportunities. The Transaction category also has many sub-categories that provide the same opportunity.
These three categories of search behavior reflect over 25% of monthly search traffic for Life Insurance products. Does this subset of traffic provide some strategic focus for the development of website pages and copy? absolutely! This behavior suggests conceptually that product, transaction and value be a unified theme when developing the website’s information architecture. Regardless of the approach you currently take to developing your keyword strategy – this augments your existing strategy by statistically / thematically targeting consumer search behavior.
Related article: Introduction to User Intent – how consumers search for products and services.
Find Out More
If you are interested in finding out more about Advanced Keyword Research, SEO and Search Technologies send me (Mark Sprague) an email at: Mark@MSprague.com, or call me now at: 781-862-3126
If you are interested in developing a custom SEO Road-map for your business, please get in touch to discuss your needs.
About Lexington eBusiness Consulting
Providing advanced keyword research and strategy to the Boston community
Mark Sprague’s 25 years of product development experience, which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your search engine marketing and websites performance by:
- Developing a superior data-driven SEO strategy for your website.
- Understanding your customers’ search behavior and normalizing it to your content strategy.
- Understanding how search engine technology practically impacts SEO and content strategies.
- Understanding how search technology impacts content in a social networking environment.
- Developing a superior user experience based on sound information architecture, usability and coding standards.
Lexington eBusiness Consulting
Mark Sprague, CEO
580 Lowell Street
Lexington, MA 02420