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Web Marketers who are responsible for running online ad campaigns, with Google AdWords, for example, could benefit from a new way to find highly differentiated, non-obvious keywords for their campaigns.

Semantic Keyword Discovery—A New Category of Tools

I’m creating a new category of tools by calling ConsumerBase a Semantic Keyword Discovery tool to differentiate it from the existing category of Keyword Discovery tools. Keyword Discovery can tell you the search phrases people use to find products and services, as well as the search terms that drive traffic to your competitors. One example is SpyFu. A search analytics company, SpyFu shows the keywords that websites buy on Google AdWords, as well as the keywords that websites are showing up for within search results. The main value proposition is to see or to “spy on” the keywords that competitors use and improve SEM and SEO strategies based on those keywords.

Semantic Keyword Discovery is different because it finds semantically related keywords that we believe will resonate with shoppers in much more interesting ways than some of the Keyword Discovery approaches. Semantic Keyword Discovery isn’t intended to replace standard Keyword Discovery—it can serve as an adjunct, albeit a very valuable one. Standard Keyword Discovery gives you bread and butter keywords while Semantic Keyword Discovery gives you gravy. You need both.

An Example: Unexpected, Relevant Keywords for the Wii

Suppose you were a Web Marketer developing Google AdWords campaigns for the Nintendo Wii. You’d start with regular Keyword Discovery tools from Google, SpyFu, and others to get your bread and butter must-have keywords—the ones you want to advertise on to prevent your competition from doing so. But to get an extra edge, you need to find other related keywords that highly resonate with your consumers—semantically related keywords.

Here’s how you’d do that with ConsumerBase: In a ConsumerBase search on the Wii, you’d discover that Injury is listed in the Dislikes word cloud as something people dislike about the Wii (repetitive stress injury) but, counter-intuitively, you’d also discover it’s in the Likes word cloud as something they like, under the headings of stroke recovery and Wiihab. You’d find that people are using the Wii to improve coordination, for stroke recovery, and to treat Parkinson’s Disease. Drilling further into those results, and filtering the search on the word Injury, you’d learn that Kansas State researchers use the Wii to help restore soldiers’ balance after traumatic brain injuries. (For a quick overview of ConsumerBase and this process, you can watch this YouTube video.) A traditional Keyword Discovery tool wouldn’t uncover this because the relationship between Wii and Parkinson’s Disease can only be found by semantic analysis of consumer chatter in social media.

You could then use those diseases and conditions as keywords in your marketing—an insight your competitors probably don’t have and a means to direct people searching on those keywords to your site.

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