A key element of designing a web site, and running SEO and PPC campaigns is effective Keyword Syntax analysis. By this I mean constructing a set of linguistic rules that you can use to create your target keywords from.
Example of a keyword syntax
For an International Property web site like Overseas Property, elements of the keyword syntax is as follows;
- property {for sale} in [location] e.g. 'property for sale in france'
- [property type] {for sale} in [location]' e.g. 'apartment for sale in paris'
- and so on.
So once we have established a set of rules like the above (which are based on quantitative keyword research) and lists of data (categories) we have tools that allow us to do the following;
- Design a perfect SEO site architecture for that specific keyword syntax
- Design the Content Strategy from first principles
- Design the Link building strategy
- Generate the Keyword variations for SEO ranking position analysis
- Generate any PPC ads required to support the SEO
The next step: using Keyword Syntax to create the Perfect SEM management system
We are now working on our System that will allow us to take the Keyword Syntax and, more-or-less automatically, use the Google API to determine natural serach positions and then use the Adwords API to create, bid for and write all matching Adwords required to fill any wholes in the ranking.
e.g. Using the property example, if the property company does not rank for keywords where location = places in spain, then the System would automatically;
- 'See' the lack of ranking by using infomation about search position held in Analytics tools and other approved systems (not API based)
- Write the necessary Adwords (according to predetermined rules)
- Set bids to achieve a specified maximum cost per conversion
- Upload the TextAds via the Adwords API
- Report on it's activities, costs incurred and conversion benefits achieved
An ambitious project! But think of the cost savings of having an intelligent data-driven system automatically sustaining your search position at an economically beneficial level.
Project schedule
We are expecting to launch this system for sale via some Agency and Analytics Partners and to a few select high-end users in the latter stages of 2009. Contact Jake Holloway for more details.
