During the SES New York event last week, categorical keyword repository Zenya announced its new database for search marketers. The new keyword database considers context to distinguish search intent. This will enable users to set positive and negative parameters, which provide marketers an opportunity to tweak datasets in just a couple of seconds before the purchase.
How Zenya’s Search Intent-based Category Works
Users can limit character count, eliminate invalid/adult/banned terms, incorporate negative terms, include brand names and specify categories when filtering the keywords list. Additionally, the keyword repository also has more than 170,000 unique brand-term filters for which marketers can either include or exclude. The User Intent section also allows them to dig deeper into their keywords list using the Include, Exclude and Only options.
Going Beyond Typical Keyword Search Tools
Zenya’s CEO Stephen Scarr shared with Search Engine Watch:
“We felt there were significant flaws in search tools available, primarily because they are too broad. We set about putting these keywords into categories. We’ve identified 6 million search terms that have been placed in 250,000 categories. We have about one million positive categories and about 20 million negative. Typically, with these types of projects, it’s difficult to go beyond 70% accuracy because it’s prohibitively expensive.”
However, they have to go further in terms of search marketing. Although 70% accuracy requires a lot of money, Zenya continues to build their database. Thus, they’re refreshing their data from multiple licensed third-party sources every day. It only includes actual search queries, letting users to access their keywords lists using a points system, ranging from single-use to enterprise level. Moreover, it is a web-based system that literally takes seconds to retrieve results—instant download and ordering included.
Marin Software’s Marketing Vice President Matt Lawson stated:
“Zenya’s keyword application addresses a persistent challenge for many search marketing professionals: Quickly identifying all of the relevant keywords for any given advertising campaign.
“Search technology as a whole has grown and developed dramatically over the past decade. It’s great to see innovative new approaches to solving for keyword generation that extend beyond the scope of traditional publisher and analytics tools. Building out keyword portfolios by tapping into categories of searcher intent takes a radically different approach to helping marketers remain relevant while scaling rapidly.”
Zenya’s database is composed of 1.4 billion keywords, 600 million of which are categorized by searcher intent such as Purchase, Compare, Question and Negative Intent. Furthermore, 75 million of it is audited by humans.
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