Title: Editorial Policy
1Editorial Policy Process
- Tor Crockatt
- Editorial Performance Manager EMEA
2Contents
- What is a Keyword?
- What do Keywords Mean to You?
- User Intent The Iron Man from Iron Maiden
- Singulars, Plurals, Your Product and Someone
Elses! - Ad Labs
- Summary How to Get What You Want Not What You
Dont...
3Definition Keyword
- Keyword OED Definition
- The key to a cipher etc.
- Word of great significance
- Informative word used in an information retrieval
system to indicate the content of a document - Cipher Secret or disguised way of writing
4RSVP
- Keywords are the link between your...
- Business ROI
- Business Competitors
- Product/Service Consumer
- Product Sales Brand Positioning (online)
- Keywords should act like a question to which your
- website provides the correct and tailored answer
5Why Make Your Keywords Relevant?
Irrelevant
Relevant
PULL
PUSH
User Engaged Buying Quality Impacts
Brand Highest Position at Lowest CPC
Annoyed User Perceived as Aggressive Affects
Everyones ROI
6Iron ... Iron... what?
The Iron Man from Iron Maiden likes ironing his
hair (in his iron mask) whilst taking his iron
supplements, and thinking of how he can foil the
Iron Chancellor.
7Irons... Demographic profile
UK
US
8Iron In Amongst Keywords
Plural Tend to be Products Irons TVs Glasses
Singular can also be Adjective Iron gates TV
aerials Glass tables
ceramic flat (irons) soldering (irons) flat
(irons) rowenta (irons) curling (irons) steam
(irons) golf (irons)
(iron) bed (iron) gates (iron) transfer (iron)
chancellor (wrought iron) furniture (iron)
supplement
Therefore relate to another product
9Where Does this Cross Something Completely
Unrelated?
- Keywords that typically contain more than one
word but are one concept - Media Titles (music, literature, film)
- Fried Green Tomatoes
- Place Names
- Las Vegas, Dominican Republic
- Institution names
- Department of Justice
- Brands
- Jet Blue Airways, Royal Bank of Scotland
- Product Names/types
- DVD Player, Current account
- Concepts/activities
- Debt consolidation website design
- (iron maiden)
- (iron man)
- (iron maiden) tickets
- the (iron man)
- (man iron mask)
- the (invincible iron man)
- (iron giant) dvd
- (invincible iron man)
10http//adlab.microsoft.com
11User Intent Efficient Fishing
- Does your offering cross another vertical market?
- Is your usage mostly singular/adjective or the
plural/product? - Is your product produced by many brands? Use
negatives! - Is the keyword used in another concept or in
media? Use negatives! - Think about keywords as concepts and then build
around these - Only broad match on keywords with more than 2
concepts!