O - Theme Zoom
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1. Silos in a website have the same idea In brief the main themes in your website become the themes for the silos These keywords are targeted on what is called the silo landing page The articles under that silo support the theme of the silo landing page It is these silo themes into which most of your effort goes to rank and in so doing because of the construction of the website you will end up ranking for all the terms in your articles and supporting keywords as well relatively effortlessly There are two kinds of silo websites virtual and directory In both virtual and directory structures the index page links only to the silo landing pages and not to the article pages underneath them Virtual Silos p60 Theme Zoom LLC 2008 Virtual silos are just that Virtual They have no directory structure such as a CMS or it is a make over from an old site and the folder structure is chaotic So a silo structure is superimposed simply by the linking of the silo landing page to the articles and the articles amongst themselves and back to the silo landing page It is not as effective as a directory structure and suggest against it for terms that are highly competitive Today most CMS software has a plugin for SEO that will allow you to have paths recommend going out of your way to find and install these Directory Silos Directory silo structures have a folder structure where the name of the folder represents the pa2. 10 0 92 930 53184 18 275 311 foot therapy 0 24 Ns 0 41 3 19 1 73 812 38590 16 180 225 foot detox 0 1 2 84 2 84 2 84 34 0 4438 3 403 357 pedicure 0 2 ss 1 17 1 22 1 19 338 10077 3 210 106 Here are the same themes but for the Canadian market Themes For toni s prod ucts canada Total Search Market Value 256 752 926 Organic Market Value 192 162 593 Organic Rank Value 2 137 099 021 PPC Market Value 64 590 243 Ordered Theme Information Cross Theme Cluster Domain Marketshare NY Organic Market Value 192 162 583 kingston kijiji ca forum canucks com p30 foot care 0 25 Theme aromatherapy 0 22 foot bath 0 25 ingrown toenail pedicure 0 2 foot detox 0 2 0 22 foot therapy 0 2 Theme Zoom LLC 2008 Cost per click max avg 0 84 7 09 2 S9 1 24 6 32 2 96 1 26 4 81 3 37 0 39 3 50 1 01 1 37 1 43 1 40 3 32 3 32 3 32 2 08 3 56 2 82 PPC Traffic 27941 20975 1915 1218 338 10 0 Searches 106463 50801 1818 3965 891 Yearly ORVMEX 72 767 526 58 647 228 4 055 140 1 667 571 381 692 129 082 18 119 Comparisons like this speaks volumes for how open foreign markets are 0 p31 Theme Zoom LLC 2008 Three Phase Approach to Swallowing your Market Whole The idea behind VOMA is to discover as many avenues in which questions can be asked during the buying cycle
3. Cost per click PPC Traffi S max min max avg Yearly ORY stress relief 0 1 1 46 1 46 1 46 72 0 12099 4 769 311 wellness programs 1 2 2 78 3 58 3 18 33 0 1979 1 720 639 women s wellness 4 5 1 46 2 26 1 87 8 50 776 346 793 Above you can see that the themes have been carefully chosen and only the synonymic set is present this allows you to see the dominate competition for a would be blue print is helpguide org Contrasting is the image below which shows an equally small set of themes but after two themes are drilled into diversifying the keywords This tends to make generic sites more prevalent such as wikipedia and youtube as show in this pie chart p27 e ee ee Theme Zoom LLC 2008 Themes For wellness syn test Total Search Market Value 593 695 500 Organic Market Value 594 980 174 Organic Rank Value 325 359 PPC Market Value 9 655 Ordered Theme Information Cross Theme Cluster Domain Marketshare Organic Market Value 584 980 174 Below is a list of all of the themes that are part of this cluster Hint Hover mouse over the column headings for help Cost per click a max Theme min max avg PPC Traffic Searches yearly ORY stress relief 5 32 M 0 58 3 19 1 60 9212 635296 321 161 983 stress relief products 0 30 0 66 3 61 1 70 448 28164 13 840 895 stress reduction techniques 2 3 0 82 0 89 0 86 5 00 198 44 943 Cluster theme analysis will point out who you
4. Help Admin View all clusters View themes for this cluster Add new import list Import Lists For payday loans Below is a list of all of the import lists for this cluster Hint Hover mouse over the column headings for help Cost per click Source min max avg PPC Traffic Searches Yearly ORVMas Theme Zoom p54 Theme Zoom LLC 2008 0 p55 Theme Zoom LLC 2008 Import List Sample Screen went to WordTracker and stole some keywords related to Payday Loans Keyword payday loans Adult Filter Remove offensive Hit Me Discover the first secret of profiting from keywords right now payday loans 4 240 searches top 100 only Searches Keyword 1841 payday loans 388 no fax payday loans 128 faxless payday loans 95 online payday loans dropped the results into a spreadsheet and then grabbed just the keywords out of the second column p56 Theme Zoom LLC 2008 ES Microsoft Excel Bookt File Edit View Insert Format Tools Data Window t Dee 8 n E 2 10 D A35 X f 18 1 1841 payday loans 2 388 no fax payday loans 3 128 faxless payday loans 4 95 online payday loans 5 95 payday loans online with instant approval 6 87 same day payday loans 7 72 no teletrack payday loans 8 51 uk payday loans 9 46 fast payday loans 10 46 no telecheck payday loans 11 45 payday loans online 12 43 instant payday loans 13 41 no documents payday loans 14 34
5. Market If you are gong to control and dominate the market you have to be able to offer the potential client the majority if not all of the responses to the questions he asks in the above buying cycle The keywords used during the buying cycle break down into two distinct varieties o Educational o Direct Marketing Let s look at both of these how they affect your marketing as well as p6 Theme Zoom LLC 2008 how they are technically implemented not just in your website but in your entire online campaign p7 Theme Zoom LLC 2008 Educational Keywords These are they keywords used during the information gathering process They target the questions a buyer asks and the answers White papers news letters general info on websites forums blogs and more are all common places where information is gathered When planning out how to swallow your market whole you ll need to decide which elements of your strategy are targeted for answering buyers questions You ll need to make sure that you are getting in front of your buyer while they are asking these questions so you can answer them That means you ll need to promote your white papers news letters and the rest using these same keywords p8 Theme Zoom LLC 2008 Business Success DNA Unique Genetic Keyword Code Educational Keyw and Processes Educational Keywords Keywords that are used to research or educa May not yet convert sales Ma
6. already published you can avoid selecting finished articles and it will not try to add these keywords to those areas Conversely if you have just finished your blueprint and at that point you finally get a list of converting keywords from your client you can add them to your finished articles prior to going to the writers And finally if you do not intend to ever drill out the undrilled articles in your blueprint why bother wasting the time to have p79 Theme Zoom LLC 2008 those checked Back to adding the keywords Once started Krakken will attempt to find all the possible appropriate themes where these keywords qualify as supporting keywords All silo landing pages and article themes will be examined for all the keywords marked Any marked keyword which does not fit into the current configuration will be sand boxed and returning to the import page you will see these terms so designated Krakken will attempt to find as many locations for your keywords as possible and all occurrences of the keywords will be set to active p80 Theme Zoom LLC 2008 Blue Print Outputs As you finalize items on your blueprint you will see your blueprint start to grow on the Site Blueprint screen Site Blueprint for Real Estate Unleashed Real Estate Unleashed investment commercial properties real estate bank foreclosures buying investment property Cind shone forech sure homes investment prope ny for sa
7. as wikipedia and bankrate are both ranked for many words in this theme so referencing the market strategy summary chart again p42 Theme Zoom LLC 2008 Market Strategy Summary You can see that the two dots which are in the upper right quadrant of the market strategy summary are wikipedia org and bankrate com and mortgage com is actually all the way over at the left with no deep links Since Wikipedia has inbound links for everything you would need to know how many deep links actually go to the pages actually ranked for this theme to know if they are a force to be reckoned with At the moment it looks like bankrate com is the only real dominant competitor in this theme One of my proof readers asked me why would wikipedia be competition anyway since they don t sell anything have two thoughts that answer this question 1 Imagine what would happen if wikipedia monetized their site 2 The presence of wikipedia in the results especially when they are a top contender indicates to me that other businesses are not thinking this broadly about their market or they do not have the funding or expertise to dominate broadly across these terms In other words there is a market to be swallowed p43 Theme Zoom LLC 2008 If have more than a handful of keywords represented in the cluster and wikipedia does NOT show up as a top contender my competition is thinking about what they are doing and this market may well
8. at these results you ll see that the 2 site militaryfinance umuc edu is ranked 2 for investment property and not much of anything else Likewise buyincomeproperty com is ranked 3 for investment property oh and it s ranked for other terms too but I m starting to see a pattern here It s actually ranked higher for other terms than umuc edu is so WHY is it 3 It seems the entire list is skewed around the term investment property Let s go back to the Market Analysis screen to see why A investment 3 63 6943 300493 10 2 13 986 664 541 758 910 property real estate 6 94 6 398 10 1 1 072 000 1 360 445 investment property A property 6 32 21 398 2 43 191 555 333 1 284 927 investments real estate investment 4 50 217 2 34 204 600 482 758 properties This is sorted by TSMV and points out that the traffic for investment property so exceeds the other terms that they are simply dwarfed by comparison Notice that both the natural and paid traffic support this and indicate that these numbers are not a mistake This term is definitely the one out of the four to own despite the higher number of competing pages for property investments p49 Theme Zoom LLC 2008 I m excited about this report because it points out from a different perspective the domains with whom you are really competing for the really important terms p50 Theme Zoom LLC 2008 Refining Final Themes for Blueprint At this point
9. home buying themes there were no home buying terms in the lending theme In addition to this when looked at the themes overview page saw that there was a lot more money in the lending theme also not a surprise and it skewed the results in the lending direction where prior to this all my themes had been competitive with each other Additionally suddenly the most dominate domains across the cluster were all lending domains Clearly this theme did not belong in this cluster The money weighted it too heavily and it was not particularly relevant to the other themes in this cluster However because it DOES have something to do with my market and because there IS a lot of money there am interested in pursuing this topic but it belongs in it s own cluster with other lending themes p26 Theme Zoom LLC 2008 Fine Tuning Clusters for Analysis On the more granular level theme cluster analysis can become exceptionally useful when the selection of the themes within the cluster has been done purposefully en Themes For health and wellness final Total Search Market Value 12 401 en Organic Market Value 12 292 131 Organic Rank Value i PPC Market Value 109 201 Ordered Theme Information Cross Theme Cluster Domain Marketshare x Organic Market Value 12 292 131 Below is a list of all of the themes that are part of this cluster Hint Hover mouse over the column headings for help xl
10. links indicates that 1 a site has lots of content worth linking to and 2 Linking p45 Total Search 45 ene 49 6 Theme Zoom LLC 2008 campaigns have been used with a strategy to target deep pages indicative of a site which is more theme conscious This table is useful for finding particular keywords that may be under optimized in a tough market but also just to get a general feel for the overall market segment represented by your theme At this point if you feel that you need more information you want to dig deeper into the competition behind this theme hit the Mini White Paper Generator tab at the top of this screen p46 Theme Zoom LLC 2008 About the Mini White Paper The Mini White Paper shows you a medium depth analysis for a synonymic set Competitive Intelligence Whitepaper Keywords buying a home 1 www hud gov created 06 01 1997 PRB Google ORV al 3 670 846 92 Pages Indexed 63 700 Deep Links 3 063 220 3 378 533 total Important Links gov 15 700 edu 8 830 Page Inlinks PR Terms Rank http www hud gov buying index cfm 8 609 7 buying a home 1 http www hud gov offices hsg sfh buying buyhm cfm 863 6 buying a home 2 2 homebuying about com created 12 03 1998 PRS Google orv e 598 644 70 Pages Indexed 2 970 Deep Links 12 885 22 485 total Important Links gov 1 edu 32 Terms Page Inlinks PR Rank http homebuyin
11. looked at briefly in the videos in Phase 1 and see how these screens show an added dimension across a set of keywords p35 Theme Zoom LLC 2008 p36 Theme Zoom LLC 2008 Estimating the Competition To be able to effectively launch into a market you need to know who your main competitors are how much voice each one of them gets in your target market segments and what they are doing to get that Without this information you have no idea how much it is going to cost you to break successfully into the front page of the Search Engine Results Page SERP With this in mind we are going to examine three different ways in which Krakken presents this data o Ranked Domains Screen o Competitive Analysis Screen o Mini White Paper p37 Theme Zoom LLC 2008 About the Ranked Domains Screen The Ranked Domain Screen is packed with information about your competitor And I should mention that you can add your domain or that of a specific competitor if not listed to see how you stack up against the top domains ranked for this theme Total Search Ranked Domains For buying a home Mat Volos 52 270 409 Phrase gt Micreaiche gt Niche gt Theme gt Market Segment Market Category gt Market Organic pere 51 242 744 24 Organic Rank cnn aga i Valuem 2 7 Market Strategy Summary Domain Marketshare for buying a home Organic Market Value 51 242 744 247 The domains listed below are currently bei
12. plan accordingly You understand the competition and now you are ready to configure your website s You can start with just a couple of silos but then you should have an idea of what your priority is probably goes hand in hand with your purpose Go down the list of clusters and find the cluster containing the final theme configurations Click the in front of the cluster to expand it and see all of the themes You may choose themes from any or all of the clusters displayed Choose wisely as when you hit the submit button at the bottom your credits are debited from your account There is no getting these credits back you will have to enter a help desk ticket and talk VERY sweetly to Ramona p67 Theme Zoom LLC 2008 VOMA Blueprint Settings Admin View all blueprints Return to blueprint Adding new silos to blueprint Protege You may add up to 10 new silos Purchase More Silos commercial siding Theme Cost Click Traffic Comp pages TSMY metal roofing 3 28 12 44 195 2 503 333 227 035 811 metal siding 2 26 8 83 16 420 00 5 La fiberglass panels 1 26 2 44 2 153 266 4 7 55 4 S real estate 8 unleashed real estate payday loans You ll see that both the clusters and themes are hot Clicking on them will take you to VOMA to the appropriate screen Clicking the browser back button will bring you back Hit the submit button at the bottom to continue to the page w
13. your client This means that you are making 10 different blueprints You will want to be able to access all three import lists from each of these 10 blueprints So this has to be a many to many relationship Ok back to the blueprint at hand click on the manage import lists button and l m taken to this screen View all blueprints Return to blueprint View blueprint Export blueprint Import Lists For loans Below is a list of all of the import lists Hint Hover mouse over the column headings for help Source Theme Cluster Keywords Language a Inactive Keywords health and wellness final English commercial siding 5 English Test Keyword List health and wellness final 11 English new test commercial siding 8 English sue health and wellness final English w test payday loans import list payday loans 99 English R r testing import wellness 3 English K The red arrows highlight the box to check and button to click to connect this import list to this blueprint pated t Theme Zoom Once your list has been tied to a blueprint all the keywords in this list which are currently part of your blueprint will show up with a blue dot beside them p75 Theme Zoom LLC 2008 Blueprint Settings Admin View all blueprints Returnto blueprint Return to import lists Merging keywords from test payday loans import list into loans Hint Hover mouse over the column headings for help In Blueprint Select all
14. Deselect all Keyword Cost Click s Searches compaing ISMY payday loans 8 31 764 27058 21 870 000 112 234 542 ia no fax payday loans 7 44 14 891 755 666 3 268 487 f faxless payday loans 7 51 8 398 543 333 1 479 47 r online payday loans 10 80 14 1332 998 000 7 054 320 You are able to hover over those terms and see the part s of your blueprint where that term is located Back at your blueprint you will find that Krakken has indicated keywords both selected and non selected as keywords from your import list p76 Theme Zoom LLC 2008 View all blueprints i Return to silos Return to articles Keywords for cash advance payday loan d per TE 72 113 800 D H anic Marke alue 7 1 01 1 Article Level Pre Rank Value 2 39 756 506 amp PPC Market Value 1 2 Synonym Cost Clicks Day Comp Pages advances payday loans 113000 advances payday 7 79 35 0 150833 e cash payday loans 7 97 15 0 362333 Statistically Improbable Phrase amp In Import List Keyword IRI Co occurrence Cost Clicks Day Comp Pages Active cashadvances 73 3 09 9 41 1 00 30516 a payday loan software 100 27 6 8 99 2 00 135900 v no fax pay day loans 63 3 92 8 23 1 00 48833 v cash payday loans 43 7 97 15 0 362333 a Notice above that one of the synonyms is listed as imported the synonym was already part of the synonymic set and Krakken is simply pointing out that it s on your import list instant loan 52 38 7 7 47 91 0 550333 A e
15. Krakken User s Manual m 4 ES T m FF a gt ER _ a Theme Zoom LLC 2008 Theme Zoom LLC 2008 p2 Theme Zoom LLC 2008 Table of Contents Overview Swallowing Your Market Whole Educational Keywords Direct Response Keywords Technical Implementation Themes in Krakken VOMA vs Blueprint Themes How to Comprise a Theme Identifying Potential Themes When to Choose a KGO When to Choose a Theme Defining Synonym Deleting Keywords VOMA Theme Clusters What Are Theme Clusters What Should a Cluster Contain and Why Fine Tuning Clusters for Analysis Cross Cluster Comparisons Three Phase Approach to Swallowing your Market Whole VOMA Phase 1 VOMA Phase 2 Estimating the Competition About the Ranked Domains Screen Market Strategy Summary Graph Domain Market Share Graph Domain Specific Information with Spark Lines About the Competitive Analysis Screen About the Mini White Paper Refining Final Themes for Blueprint VOMA Phase 3 Importing Keyword Lists Creating Keyword Import List associated with a Cluster Import List Sample Screen Analyzing Converting Keywords in Their Own Cluster What the Heck IS a Silo Creating a Blue Print Selecting and Adding Silos Selecting and Adding Articles Checking the Results Adjusting Blueprint Articles in VOMA Adding Import Lists to Blueprints Associate an Import List with a Blueprint Adding Keywords for the Import List to the Blueprint Blue Print Outputs Interfacing with Web Development T
16. OMA to get a feel for the best combinations Often create and delete the same theme 3 or 4 times with different selections of TD syns to find the combination that works the best p21 Theme Zoom LLC 2008 Deleting Keywords Deleting keywords in VOMA does not in any way impact your blueprint but sometimes it is useful in the analysis of a theme Deleting interesting keywords on the short aka interesting keyword list will allow other keywords to come forward if they qualify All of the graphs and the ranked domains are calculated using the interesting keyword list except the mini white paper which uses only the synonymic set When you delete an interesting keyword and another keyword moves forward to take it s place the graphs and ranked domains are updated with the new interesting keywords p22 Theme Zoom LLC 2008 Theme Clusters The Theme Cluster is a new construct available for the first time in Krakken Originally intended only as an organizational device its usefulness has far exceeded that We will look briefly here at what a Theme Cluster can represent and how it can be used o What are Theme Clusters o What Should a Cluster Contain and Why o Fine Tuning Clusters for Analysis o Cross Cluster Comparisons O p23 Theme Zoom LLC 2008 What Are Theme Clusters Simply said Theme Clusters are a collection of Themes It is in the how that Themes are chosen to be containe
17. a about com 9 600 5 buying a A tataii daa i RTF i home 5 sr buying a http nomebuying about com od buyingahome Home_Buying_Tips_Tricks_Techniques htm 399 Romanai 3 money cnn com created 09 22 1993 PR8 Google ORV 571 598 85 Pages Indexed 346 000 Deep Links 2 281 649 2 474 368 total Important Links gov 851 edu 11 800 Page Inlinks PR Terms Rank http money cnn com magazines moneymag money 101 lessons 280 6 buying a home 3 If the synonymic set for your theme consists of simply the parent theme then the Mini White Paper shows you the information for just that keyword example above You ll notice that the domains are shown in order of Google ORVreal But what happened to mortgage com It s not on this screen because it only ranked for one keyword and that keyword while the most expensive in the theme is not contained in the synonymic set p47 Theme Zoom LLC 2008 Therefore in order to see more detail about that domain you should drill into refinancing Then a mini white paper generated for that theme would show the details for the mortgage com domain All this is great for seeing what s going on for a single keyword but in my mind the power of this tool is when you are looking at a synonymic set Check this out Competitive Intelligence Whitepaper Keywords investment properties real estate investment property real estate investment properties investment prop
18. ave been optimized If you view the source you ll be able to see those p82 Theme Zoom LLC 2008 Interfacing with Web Development Tools Using one of the Web Development tools such as Silo Publisher that interfaces with Krakken will soeed up your blueprint to implementation time greatly The purpose behind these tools is to automatically generate the meta data and menu structures so that you do not need to think about the tedious parts of the process This leaves you free to concentrate on the content and filling in the appropriate anchor text links Silo Publisher has been updated to interface with Krakken now as well as retaining its interface with TZ 3 p83 Theme Zoom LLC 2008 Using TZ for Continuity Sales Find new and tangent markets by analyzing web log files search logs and sales logs Use these new themes to Add new Silos Add new Articles Add new themes to Social Media Supporting inbound linking campaign O O O O p84 Theme Zoom LLC 2008 Index _A About the Competitive Analysis Screen 45 About the Mini White Paper 47 About the Ranked Domains Screen 38 D Blue Print Outputs 81 ee Checking the Results 71 Creating a Blue Print 64 Cross Cluster Comparisons 29 _D Direct Response Keywords 10 Domain Market Share Graph 41 Domain Specific Information with Spark Lines 42 a Educational Keywords 8 Estimating the Competition 37 _F Fine Tuning Clusters for Ana
19. be something more difficult to break into p44 Theme Zoom LLC 2008 About the Competitive Analysis Screen Moving to the next screen the Competitive Analysis Screen you will see that you can see each keyword in the theme on a case by case basis Here I ve sorted by Cost per Click so the order here represents the same order as the spark lines on the Ranked Domain screen Now we know that the keyword mortgage com was ranked for was refinancing Competitive Analysis for buying a home stat Votes Organic Market lt Value Organic Rank r Value PPC Market Value Phrase Microniche gt Niche Theme gt Market Segment gt Market Category M Hint Hover mouse over the column headings for help Barent theme rheme defining Synonyms Jancestors keywords Keyword Cost Click Traffic 1st Site 2nd Site 3rd Site The information represented for each of the top three sites for each term are the total number of inbound links and then in superscript the percentage of these links which are deep Hovering over any of the numbers for site 1 2 or 3 will display the domain being represented The information here represents the top three ranked domains by keyword to give a feel for the competition behind each term Competition in this context means two things the sheer number of inbound links a site has managed to get and then the percentage of them which are deep A high percentage of deep
20. be the domains that rank across all the themes After wikipedia the next domains to rank across all the themes such as mortgage com are interesting to note These domains must either control a handful of some of the most expensive keywords or they have a broad ranking across some rather divergent themes Either would make them an interesting competitor and someone to be aware of Below is another cluster where drilled into all the verticals represented on the original wellness theme The result was that there is not one domain which dominates all these themes The mes For wellness Total Search Market Value Organic Market Value ce Organic Rank Value 25 PPC Market Value 1 266 Ordered Theme information Cross Theme Cluster Domain Marketshare Organic Market Value 50 764 362 221 a a Le a a p25 CEECEE Theme Zoom LLC 2008 What Should a Cluster Contain and Why A cluster should define a single idea The scope or domain of that idea will become self evident as you drill into ideas within that market For example found as was drilling into an aspect of my real estate market home buying that different forms of lending were a frequently recurring theme within that market Eventually drilled into one of these terms The keywords that came back were all loan related no surprise but they also had very little to do with home buying And while there were many lending terms in my
21. buy something from me want them to be able to find me and then over time go back and pick up the information side of the house which is often extensive and time consuming to build all the way out Often too these two phases are on different websites or apparently different rings of sites The information sites are designed to build trust and offer seemingly unbiased opinions on different products They can offer newsletters and white papers to build mailing lists and continue to feed information to the potential client even after they have left the site Of course everything inevitably points to the sales sites where there are calls to action and sales are closed The Pyramid of Promotion Chart indicates the many levels of advertising each level taking a different amount of time to be effective At the top is the quickest and it gets progressively longer for efforts to turn into effects as you go down You ll also notice a shift from predominately direct marketing at the top to predominately educational and brand building toward the bottom p11 Sales Letter Theme Zoom LLC 2008 w ThemeZoom Presents Pyramid of Promotion Chart Oct 2008 Theme Zoom LLC JV Partners Staff Affiliates Customer Member Affiliate Program Conferences Tele seminars Webinars Web 2 0 Audio Video Submissions Traffic Geyser Podcasting Secrets Blog amp Forum Minin
22. d into them it is possible that they will bring back articles which have no keywords despite the fact that they were an ideal theme One way to remedy this problem is to drill into this theme in VOMA and examine the synonyms that come back You may find good terms there that were not chosen automatically because Krakken could not determine whether or not the term was actually synonymic with the parent theme Occasionally even VOMA will not return synonyms which you will find useful In this case you will have to do some investigating and see if you can find synonyms yourself that are suitable to use Consider adding several KGO synonyms too Once you have made a selection and created the theme with the synonyms you would like to use return to the blueprint delete the article which is there and then add the article again from VOMA Krakken may try to put the article into a different silo and you will need to decide which silo you want it in at that point You can move it if you so choose Then drill into the article and hopefully it will return this time with desirable keywords This operation can be repeated as many times as necessary until you are satisfied with the results Experience should speed this process up p72 Theme Zoom LLC 2008 Adding Import Lists to Blueprints Adding an import list to a blueprint is a two step process First you associate the import list with a blueprint This will allow you to see imme
23. d within a Cluster which can lead to some interesting analysis Inherently a single Cluster can contain only those themes of a specific Locale have come to look at a Cluster as representing a market and the themes within them as representing market segments within that market By carefully crafting a cluster to contain a set of themes that represents a single idea within a market the cross cluster analysis information can report very interesting data The idea behind the pie chart is that you can see immediately how much voice the top ranking domains have across the entire market represented by this cluster of themes This is based on TSMV thereby showing who is controlling the money This is not about who is ranking high for a single keyword but rather who is ranking most consistently across all the keywords in all the themes Themes For real estate Total Search Market Value 51121 Organic Market Value 109 996 606 7 Organic Rank Value 61 17 PPC Market Value 2 644 Ordered Theme information Cross Theme Cluster Domain Marketshare Organic Market Value 109 986 606 709 j m el ua m r m p24 CEEE Theme Zoom LLC 2008 Above you can see that wikipedia org holds the majority of the money running through the keywords in this cluster This is not uncommon when the scope of the theme is large or the topics are diverse At that point more general websites such as wikipedia or about com are going to
24. describe their product or service And if possible talk to my customer s clients to see what keywords they would use to find my customer Often each set of starting points is contained within a cluster of their own From these starting points drill into a single keyword deleting all the synonyms and examining every keyword at a granular level choose no synonyms because when drill into the term and want to see the competition for just that keyword running the mini white paper if necessary make notes at that point of any interesting data Then go back to the theme screen and drill into this theme to see what sort of keywords are related to this parent theme and only this parent theme In this way get a feel for exactly what this keyword represents within my market look down this list and drill into everything that looks remotely connected to my market repeat this action for phase 1 until have drilled into every single interesting term on each of the theme screens and have exhausted the possibilities which are returned by Krakken and those which were given me via money customer and client keywords p33 Theme Zoom LLC 2008 Here is a video series that shows how to create a theme and analyse the results for a phase one single keyword theme 1 Adding a theme 2 Theme Management Analysis and Ranked Domains screens 3 Competitive Analysis and Mini White Paper 4 Google Trends p34 T
25. diately which keywords in that list are already contained within your blueprint Second you may choose any additional terms and add them to your blueprint Adding these terms will cause Krakken to find all the appropriate themes for each of the keywords being added include them in the keyword list and set the keyword status to active Let s look at each of these steps in detail 0 p73 Theme Zoom LLC 2008 Associate an Import List with a Blueprint Below you can see l m in my payday blueprint and I ve got an option to Manage Import Lists Krakken does not automatically associate an import list with a blueprint You must assign it Blueprint Settings Help Admin View all blueprints Add silos Add articles Manage Import Lists View blueprint Export blueprint Site Blueprint for loans Silos which have not yet been drilled Silo Name Articles TSMY bad credit loans 0 lon 588 296 774 cash advance 0 5 573 312 327 fast cash 0 5 365 533 612 You can assign as many import lists to a single blueprint as you want You can assign a single import list to as many blueprints as you want It can get a little crazy Here s our thinking as to why we did this Let s say you have three different import lists of proven converting keywords from three different sources PPC web log files and direct response marketing p74 Theme Zoom LLC 2008 You are creating a Swallow your market whole plan for
26. erty property investments created 11 10 1994 PRS 1 articles moneycentral msn com o Google orv e 175 558 880 04 67 tota fu Terms Page Inlinks PR Rank nvestment pr oF ert 1 nvestmer httg ar r ral t alEst r jinvestr t rt property 1 property nvestmer 1 2 militaryfinance umuc edu created 05 04 1997 PRS o Google ORV 48 688 289 88 Pages Indexed 425 Deep Links 4 494 7 999 total Important Links gov 0 edu 1 770 Page Inlinks PR Terms Rank nv r erti rea 3 tment httg tary 3 du calculators InvestmentProperty html es rea ta nvestment pr te 6 inv n pre f 3 www buyincomeproperty com created 07 19 2001 PR3 gt Google ORV 3I 34 965 399 63 gt Pages Indexed 3 390 Deep Links 131 5 113 total gt Important Links gov 0 edu 0 Page Inlinks PR Terms Rank nvestment properties 3 http Www OUyINCOMmeproperty corr 4 982 3 nvestment property 3 perty investments 12 The idea here is to run a mini white paper on the synonymic set that you plan to have for your silo landing pages This will show you who p48 Theme Zoom LLC 2008 is controlling the money ranked by Google ORVreal and what positions they are holding for each term in the synonymic set to control this share of the pie Often these results are interesting as in this case it shows moneycentral msn com is your only highly ranked competition across the board Let s take a closer look
27. g Social Media Networking Off Site Promotion Directory Submission Article Submission Blog Forum On Site Natural SEO Silo Structure Big Branding Press Release White Paper Word of Mouth lt a Keyword DNA Foundation Direct Response Education Theme Zoom LLC 2008 When you braid the same keyword backbone throughout all the levels of the pyramid of promotion answering all your potential client s questions throughout their buying cycle you literally build the DNA of your business success 0 p13 Theme Zoom LLC 2008 Themes in Krakken A Theme is a group of related keywords The smallest theme possible is a single keyword known as the Parent Theme A Theme can be anything from a Parent Theme to a Synonymic Set and array of supporting keywords A Synonymic Set is comprised of Theme Defining and or Keyword Generation Only aka KGO synonyms Here is how all this works A theme represents a particular market or market segment Any market represented by a Theme in Krakken and being defined by a set of keywords will always by it s very nature be incomplete There will always be a keyword out there somewhere that would have a high enough co occurrence to be relevant to that theme but which the Krakken failed to turn up Synonyms KGO and Theme Defining help to fill in the gaps i e the missing keywords for a theme The same keywo
28. g Converting Keywords in Their Own Cluster would be inclined to create a new cluster when importing the converting keywords for my client so that can analyze them ina vacuum from the rest of the market can then drill into all the keywords which are important themes high TSMV or competing pages gt 7 million and see the results of these drills amongst themselves use this cluster as a Phase One of my research not choosing any synonyms and seeing how each of these keywords are defined by what is returned in the drill Chances are high that if the parent theme was a converting term many of the keywords returned in the drill will convert for him too Keeping these themes a Phase One allows me to see who the top competitors are for my clients converting terms and for my client to see where he is missing opportunities for words that are proven to convert for him Not choosing any synonyms for these terms will make the rank domain and mini white papers highly relevant to important Campaigns for him During Phase 2 start to combine keywords into a synonymic set and will try combinations of converting terms and unproven terms to get optimal keyword sets p59 Theme Zoom LLC 2008 What the Heck IS a Silo The idea of a silo is something which is compartmentalized Thereby siloing refers to keeping the things which are in each respective Silo separate i ee me ft a gt a o mr Lx
29. h market where folks have had to pick their battles and are very focused on specific keywords or a lack of thought about ranking for terms across the entire market segment This pie is typically in smaller slices at the top of the vertical markets and should be in larger slices in smaller niches 0 p41 Theme Zoom LLC 2008 Domain Specific Information with Spark Lines The bottom part of the Ranked Domain screen gives you a line by line break out of the stats for each domain Clicking on the domain name itself will take you to the Keyword Analysis screen for that domain where you can see exactly what the ranking for each keyword is for that domain It also gives you a clear picture of the terms for which they are NOT ranking This screen can be used as a very effective selling tool The domains listed below are currently being ranked for 33 interesting keywords Hint Hover mouse over the column headings for help Domain Inbound Links Yahoo Google Yearly ORV Ranked On www mortgage com 1236670611 12 1 27 3 7 533 129 349 08 08 2008 en wikipedia org Au 7674044496 1 54 5 57 6 5 824 125 319 08 08 2008 www bankrate com MA 1579057922 51 5 36 4 3 078 362 611 08 08 2008 The spark lines are awesome because it gives you a peek into the Keyword Analysis screen while you are still here It shows you that although mortgage com has the highest ORV it s only ranked for one keyword the most expensive one Where
30. heme Zoom LLC 2008 VOMA Phase 2 When I have a feel for my market move into the second phase Think of this phase as a sandbox where you try a bunch of different combinations looking for ideas that work well together Now that know a little bit about each keyword as it represents a parent theme can pull some together and sort them into different piles or clusters Typically put information themes in one cluster and sales themes in another cluster This allows me to see where the money is going easier so that direct market themes are not overshadowing the information or educational themes Often split both education and direct marketing topics out even further into more clusters keeping each major aspect of a theme together For a small niche obviously this is not necessary When I create these themes start choosing synonyms from the list presented to me by Krakken and combining parent themes from phase 1 together to see how the union is affected in the keyword generation Often times will create the same theme several times with different combinations of theme defining synonyms and KGOs watching how the results shift Note This is not a particularly linear process When I m happy with a particular configuration usually bounce directly to Phase 3 and create that theme again in a final cluster Now that we are looking at themes with multiple keywords synonymic sets let s revisit the competition screens that we
31. here you can select articles p68 Theme Zoom LLC 2008 Selecting and Adding Articles Adding articles is not required To skip this step simply hit the submit function without choosing any themes Krakken will insure any articles you specify are included in your blueprint and then select additional themes for articles so that each silo contains 10 articles To select article themes that you want to insure are in your blueprint wait for the screen to refresh and you will see a list of clusters who have at least one theme that meets the requirements for being an article under one of your clusters Allow me to explain this requirement In order for an article to properly support a silo the scope or number of competing pages must be smaller than the the scope of the silo Clicking the plus sign at the left of the cluster will display the themes contained within that cluster Here you may select as many themes as you desire to specify for your blueprint You may not specify which silo you want this article to be assigned Hit the submit function again and Krakken will examine the relevance and importance of all the articles against all the silos and determine the most appropriate silo for each article You may examine the automated article choice at this point and make any adjustments you desire Make these changes with care as Krakken has already picked the best assignments from an algorithmic point of view Moving an a
32. inalized themes having used the phase one and phase two clusters for my sandbox ideas These finalized themes often provide very interesting cross cluster information for analysis as we mentioned before 0 p52 Theme Zoom LLC 2008 Importing Keyword Lists Imported keyword lists are associated with a Cluster because they must be associated with a Local in other words a language Later at the Blueprint stage you can associate your blueprint with one or more keyword lists you created in VOMA We ll cover blueprints in a little bit Right now we are going to talk about e Creating Keyword Import List e A Sample of an Import List e Analyzing Converting Keywords in their own Cluster O p53 Theme Zoom LLC 2008 Creating Keyword Import List associated with a Cluster From the Cluster Themes Overview page you can click on Import Lists on the sub menu and see all the Imported Keyword Lists associated with this cluster VOMA Blueprint Settings Help Admin View all clusters Delete this cluster Add new theme Import Lists Google Trends Themes For payday loans Total Search Market Value 52 531 8 Organic Market Value 6 Organic Rank Value iy PPC Market Value 1 iv Ordered Theme Information Cross Theme Cluster Domain Marketshare Organic Market Value 51 522 331 396 E y f E E a mA Here too you can also create a new import list and submit your keywords VOMA Blueprint Settings
33. ion of keywords The only down side to selecting a bunch of KGO synonyms is the length of processing time Therefore would use them liberally so long as they are at least tangent to the theme but would avoid using them in extreme excess simply to keep the blueprint generation to a reasonable time frame KGO terms selected in VOMA themes are carried forward into your blueprint and used to generate terms for your blueprint as well p20 Theme Zoom LLC 2008 When to Choose a Theme Defining Synonym Theme Defining Synonyms should be chosen with a bit more care A theme is defined by ADDING together all the ideas represented by the parent theme and the TD syns Additionally each synonym will augment or add a highlight to the theme Let me give you an example If your parent theme is home loans and you have no synonyms the keywords returned will be rather general terms about home loans If your parent theme is home loans and your one synonym is bad credit home loans this will skew your theme strongly toward bad credit home loans and you will not have as many general home loan terms If your parent theme is home loans and you have 6 synonyms each about different aspects of home loans your keywords will almost predominately be about those aspects of home loan and not really anything at all about home loans in general The best thing is to play with how the theme results differ with the addition of synonyms in V
34. le stop forech sure Also under the blueprint tab you ll see your website starting to take form Real Estate Unleashed Blueprint _Silo___ Articles _TSMV__ Complete TSMV 7 921 223 629 10 643 443 780 investment properties 5 559 723 972 5 101 209 526 1 934 753 235 2 243 606 695 304 189 391 355 363 733 on lt on commercial real estate homes for sale 5 foreclosures A Product of Krakken Blueprint i n p81 Theme Zoom LLC 2008 This looks pretty boring until you start clicking on one of the silos then you ll see the articles for that silo appear under the silo menu and the silo landing page keywords on the main part of the screen Below I m in the Investment Properties silo looking at the landing page the articles are listed on the menu under the silo menu Investment properties Articles Property investments Buying investment property Investment property for sale Investment property loans Working capital loans investment properties 560 822 083 Keyword TRi Co occurrence Cost Traffic Comp Pages TSMV 3 63 6943 398566 Further clicking into an article will bring you the article keywords for that article Not only is each page of your website laid out in this fashion but notice that the parent theme is in an H1 tag and the meta tags for each page h
35. lysis 27 _M Market Strategy Summary Graph 39 _O Overview 5 p85 Theme Zoom LLC 2008 we Selecting and Adding Articles 69 Selecting and Adding Silos 67 Swallowing Your Market Whole 6 Ta Technical Implementation 11 Themes in Krakken 14 Three Phase Approach to Swallowing your Market Whole 32 ie Using TZ for Continuity Sales 84 a Vin VOMA Phase 1 33 VOMA Phase 2 35 VOMA Phase 3 52 VOMA Theme Clusters 23 VOMA vs Blueprint Themes 16 W What Are Theme Clusters 24 What Should a Cluster Contain and Why 26 What the Heck IS a Silo 60 p86 Theme Zoom LLC 2008 w ww themezoom com
36. ng ranked for 33 interesting keywords Hint Hover mouse over the column headings for help Domain Inbound Links Yahoo Google YearlyORV Ranked On www mortgage com 1236670611 12 1 27 3 7 533 129 349 08 08 2008 en wikipedia org NA 76740444961 54 5 57 6 5 824 125 319 08 08 2008 www bankrate com IW 157905792 2 51 5 36 4 3 078 362 611 08 08 2008 Let s break this screen down into its three main components o Market Strategy Summary Graph o Domain Market Share Graph o Domain Specific Information with Spark Lines 0 p38 PPC Market Value 1 027 665 6 Theme Zoom LLC 2008 Market Strategy Summary Graph Let s look first at the graph on the left below the Market Strategy Summary Market Strategy Summary How do I interpret this graph This grid plots how competitive the theme or market segment is over all and at a glance can tell you how many strong competitors you have in this theme e Top to bottom plots coverage how thoroughly a domain ranks for the important keywords in this theme e Side to side plots promotion what percentage of the links to a site are deep links indicating how much juicy material is in that site and possibly the degree to which inbound link campaigns have been effectively thought out e One other feature of this graph is the size of the dot representing the domain This indicates the yearly ORV based on the terms in this theme for this site You don t want to be one of
37. no hassle payday loans 15 31 bad credit payday loans 16 31 easy payday loans 17 31 payday loans no fax 18 31 quik cash advance quick payday loans 19 30 consolidate payday loans 20 29 default percentage regarding payday loans 21 29 payday loans uk 22 26 cheap payday loans 23 26 payday loans for bad credit And imported them into a test list p57 Theme Zoom LLC 2008 Blueprint Settings Admin View all clusters i view themes for this cluster i Return to import lists List test payday loans import list for cluster payday loans Hint Hover mouse over the column headings for help Bparent Theme theme defining Synonym In Blueprint keyword Cost click PE Searches Competing Ismv A D EE eee no fax payday loans 7 41 12 891 849 333 3 248 113 faxless payday loans 7 50 17 398 517 666 1 510 271 online payday loans 10 79 27 1332 1 044 333 7 115 882 payday loans online with instant 0 approval same day payday loans 7 10 5 118 221 200 425 184 no teletrack payday loans 4 04 a 266 226 000 539 923 uk payday loans 0 fast payday loans 6 81 10 595 416 666 2 000 309 You can see the items in dark blue are already themes in this cluster and the items in light purple are already synonyms in a theme in this cluster From this screen you can drill into any word that looks interesting l d be inclined to focus on things with high cost and traffic first 0 p58 Theme Zoom LLC 2008 Analyzin
38. o the silo landing page or link to the page in question directly but use a no follow My policy is to not use no follows simply because it is a Google device and not a standard Therefore the interpretation that Google or any search engine decides to give it could vary over time No follows are not considered black hat but they are trying to manipulate or disguise the very nature of the link so always question the necessity for such a link Now that you have the foundation of silo structured websites it s time to create a blueprint and get ready to build your website p62 Theme Zoom LLC 2008 p63 Theme Zoom LLC 2008 Creating a Blue Print Before we can do anything with a blueprint we have to actually create a Blueprint framework VOMA Blueprint Settings Help Admin Blueprints The following is a list of the 10 blueprints currently active To create a new blueprint click the Create button below a iy Blueprint Name Country Silos Articles Type United States Blueprint 5 20 Full loans a S 25 Full Here you can name your blueprint this can be changed later but you must pick the correct country code and whether you want the blueprint to be a skeleton outline or full The outline blueprint is a style which focuses on a single keyword for each theme It is elementary by its very nature making this style of blueprint ideal for smaller businesses and local search The full blueprint i
39. ools Using TZ for Continuity Sales p3 10 11 14 16 18 19 20 21 22 23 24 26 27 29 32 33 39 37 38 39 41 42 45 47 51 52 53 54 56 59 60 64 67 69 71 72 73 74 79 81 83 84 Theme Zoom LLC 2008 p4 Theme Zoom LLC 2008 Overview Welcome to the Krakken User s Manual In this document we cover the following topics e Swallowing your market whole e From Keywords to DNA e VOMA Themes e VOMA Theme Clusters e Three phase approach to swallowing your market whole e Estimating the competition e What the heck is a silo e Creating a blueprint e Interfacing with web development tools e Using TZ for continuity sales p5 Theme Zoom LLC 2008 Swallowing Your Market Whole Here is what swallowing your market whole means to me You want to be the site or more likely a series of sites which so dominates the market place that anybody who is looking for anything about your product will not just end up on one of your sites but will actually soend a good chunk of their buying cycle there What is a Buying Cycle A potential customer goes through several phases during a buying cycle initial inquiry product discovery search for social proof brand determination product determination purchase O O O O 0 0 The speed and degree of thoroughness a person will spend on each of the above steps depends largely on the price of the product but also on the individual Dominate the
40. paperless payday loans 51 1 32 7 46 1 00 21366 x 9 payday loans no fax Si 21 6 7 44 14 0 309666 A payday loans low fee 74 3 38 7 44 1 00 32180 os 2 low fee payday loans 65 8 26 7 44 1 00 93800 x instant cash payday loan 100 2 74 7 40 2 00 16056 4 5 payday loans with no faxing 65 7 89 7 36 2 00 91533 x cash advance until payday 100 7 11 7 33 2 00 35500 x Notice above that not all keywords that were imported are selected or active You can go through your blue print and flip them to an active status one by one Or you can select the keywords on the p77 Theme Zoom LLC 2008 import screen and add them to the blueprint causing them all to flip from not active to active automatically Let s look at exactly how to do that p78 Theme Zoom LLC 2008 Adding Keywords for the Import List to the Blueprint To add keywords from your import list to the blueprint check the select box of all terms which you wish to add then click the begin merge button at the bottom E getting rid of payday loans L low fee payday loans 7 44 1 M new law outlawing payday loans M no faxing payday loans 7 59 8 Begin Merge You will be able to choose if you want these keyword imported into any or all of the following states of articles o undrilled articles o drilled articles o finished articles This seems a bit complicated so let me explain what we were thinking This option is so that if part of your blueprint is
41. r competition is across the entire market as defined by your cluster It will also point out where the money is where the traffic is and give you rough indicators as to where the shoppers versus information seekers are p28 Theme Zoom LLC 2008 Cross Cluster Comparisons Interesting information can be gleaned by comparing different clusters against each other Here we compare a cluster of Canadian themes to a cluster of US themes where the themes within the cluster are identical Naturally the supporting keywords will be different for each locale reflecting the differences in the local language so if a cross locale comparison is desired would contrast once with just the parent themes prior to selecting synonyms and prior to the drill for additional keywords and then again after with full drills Below is a cluster for a client on Foot Care for the US market wn Themes For toni s products Total Search Market valne Organic Market Value on n Organic Rank Value gt 394 576 512 PPC Market Value 18 633 139 Ordered Theme Information Cross Theme Cluster Domain Marketshare Organic Market Value 709 609 041 p29 AAT Theme Zoom LLC 2008 _ Cost per click off mn foot care 0 22 0 33 6 43 2 03 4880 211713 192 001 386 aromatherapy 0 23 D 1 12 5 41 82 35 8330 305079 142 711 999 foot bath 0 25 ss 0 97 4 13 2 71 2815 91496 41 359 190 ingrown toenail 0 22 0 25 2
42. rd generation algorithms are run for each synonym as those which were run for the parent theme generating a much longer list of words The relevance of these additional keywords will be tested against the parent theme and some of these new keywords will make the cut and be added to the theme because of their relationship to the parent theme Theme defining synonyms expand the definition of a theme beyond the Parent Theme A theme which is comprised of a Parent Theme and Theme Defining Synonyms now represents the market which is defined by the union of these themes The difference between KGO synonym and Theme Defining synonym is that KGO ONLY fills in the gaps where as a theme defining synonym expands the definition p14 Theme Zoom LLC 2008 0 p15 Theme Zoom LLC 2008 VOMA vs Blueprint Themes A Theme in Krakken VOMA is a different animal from that within your blue print A theme in the Blueprint module is designed like a tower The Parent Theme and Theme Defining Synonyms define the top Keywords with a high co occurrence for the synonymic set and with a scope contained under the parent theme build a strong supporting foundation that clearly defines the market for of that theme Where as VOMA was designed to help you analyze your market requiring themes in VOMA to contain more tangent ideas than those within your blue print Voma offers you a topographical view of your market by showing you not only
43. rent theme of the silo Under this folder the silo landing page is the index page and all the article pages are named according to their parent theme Site Blueprint for Real Estate Unleashed Real Estate Unleashed In the above representation of a silo structured website we would have a folder called real estate for the first silo and the first article under that silo would be named for sale by owner htm This gives p61 Theme Zoom LLC 2008 us the path of www RealEstateUnleashed com real estate for sale by owner htm Google gives rather a lot of extra kudos at the moment for having the keyword somewhere in the url string so this string rich in keywords will definitely help in the ranking for these terms But there is more By having your main silo theme be the folder name it explicitly illustrates that all the articles reference the same theme Bruce Clay maintains that it takes a minimum of 5 articles to establish the theme of a silo Can you see now how repeating this theme 5 or more times really starts to make a point with Google Further the articles in a silo interconnect Do not hesitate to link to another article within the same silo when ever it applies Also link out from the article pages to other authority sites This further tightens and develops the theme of your silo From the silo landing page you should only link to the article pages rel nofollow If you must link to another silo link t
44. rticle to a silo which it does not support will cause theme bleeding and require additional inbound links to allow you to rank for your terms and reducing the efficiency of ranking for long tails Now you can return to the View all Blue Prints tab and start the drill of your project p69 Theme Zoom LLC 2008 p70 Theme Zoom LLC 2008 Checking the Results This is as close to tedious as Krakken gets You need to go through each page for each article and the silo landing page and look at the keywords You can deselect any keyword which is selected and select any keyword you desire on the list You can add words to the blueprint using the import function but you can t necessarily control where they go If you are not happy with the results of any of the articles you can pull it back into VOMA play around with the synonym configuration and then add it back to the blueprint When you are happy with the keywords on the silo landing page you need to finalize the silo Finalizing the silo prohibit your making any further changes to the keywords on the silo landing page however you will always be able to add articles to that silo When you are happy with the keywords for any particular article you need to finalize that article That will inhibit you from being able to make further changes to those keywords Theme Zoom LLC 2008 Adjusting Blueprint Articles in VOMA Once you have decided on your silos and drille
45. s a power house making use of synonymic sets and supporting keywords Both styles of blueprints will return 10 suggested articles for each silo but only the full blueprint will drill out 5 of these articles and automatically select supporting keywords for each page of the website should mention that you can add articles to the full blueprint at any point in time even months after the original blueprint was created and drill out the new articles for inclusion into the website design This is just one way you can use Krakken to create a continuity product with your client p64 Theme Zoom LLC 2008 VOMA Blueprint Settings Help View all blueprints New Blueprint Name Country United States Type Outline Submit Back You will only be able to add clusters created with countries for which you have created VOMA clusters VOMA Blueprint Settings Help Yiew all blueprints 1 New Blueprint Name Country United States he Australia Immediately upon creating the blueprint you will be prompted to add new silos p65 Theme Zoom LLC 2008 p66 Theme Zoom LLC 2008 Selecting and Adding Silos At this point selecting your silos is relatively simple You have the final clusters from Phase 3 that contain your ideal configurations you ve tested them with PPC to know which of these are converting and which should be considered information and you ve adjusted your butcher paper
46. so you can build out your site s to address these issues These break down into two distinct camps o Education or Information seeking o Direct Marketing or Purchase seeking Ideally you want to start talking to folks while they are still in the information seeking phase so that you can help lead them toward the decision of buying your product Sorting VOMA results by numbers of competing pages or traffic especially natural traffic will give you a feel for the the information seeking terms Sorting the results by cost will give you an idea of the the purchase seeking terms It s easiest to put each of the three phases of VOMA research into their own clusters You might have multiple clusters for each phase of your VOMA research possibly separating educational keywords from direct market keywords or possible segmenting out different aspects of your market into different clusters These segments are often defined by cost or topic Segmentation is also required by geographic locale Here is a video that focuses on how the locale of a cluster impacts your research and is reflected in your themes Watch video 0 p32 Theme Zoom LLC 2008 VOMA Phase 1 For my first phase of VOMA start with money keywords keywords which have caused a sale if have any Additionally look at the competitors top ranked keywords and get ideas there where to start also talk to my customer to see what keywords they use to
47. the domains in the lower left ranking p39 Theme Zoom LLC 2008 for very few of the terms and without any deep links to your website The lower right doesn t help much either having lots of deep links but still not ranking for many of the important terms Possibly they rank better for terms in another market segment If most of the domains are in the upper left they rank for a Significant percentage of the terms in this theme however have very few deep links indicating it s probably not difficult to rank in this market segment Domains represented by a large dot in the upper right are the ones to investigate Ranking for a high percentage of the important and expensive terms in the domain AND having a lot of deep inbound links these are the indicators of possibly stiff competition p40 Theme Zoom LLC 2008 Domain Market Share Graph To the right of the Market Strategy Summary is the Domain Market Share Graph Domain Marketshare for buying a home Organic Market Value 51 242 744 247 wa this pie chart show me This graph shows how big a slice of the money pie the top competitors in this market segment control At a glance you can see who the top competitors are and how well the top sites are dominating The above graph shows that mortgage com is the only really consistent competitor here with the pie splintering into small segments right after wikipedia This is either an indicator of a very toug
48. what is relevant to your current synonymic set but also the tops of near by peaks in the cost and traffic terrain p16 Theme Zoom LLC 2008 p17 Theme Zoom LLC 2008 How to Comprise a Theme Now let s discuss the fine art of when and how to choose Keyword Generating Only Synonyms KGO and Theme Defining Synonyms TD syns Both of these will affect the generation of your blueprint and it is important that you understand how Not choosing any synonyms will often result in few or no keywords at the article level in your blueprint Here we will discuss Identifying Potential Themes When to Choose a KGO When to Choose a Theme Defining Synonym Deleting Keywords p18 Theme Zoom LLC 2008 Identifying Potential Themes In step one of VOMA you should really drill into anything that looks remotely interesting or at all relevant to your theme Don t stop to think at that point whether or not it belongs in this cluster or that The reason behind this is that it will turn up some very interesting market segments that you would not have suspected otherwise p19 Theme Zoom LLC 2008 When to Choose a KGO KGO terms in Phase One will skew your results Don t use them there keep the themes pure at first However in Phase Two and Three choosing a KGO synonym is never a bad thing These terms are used to generate keywords and increase the chance that your themes will be well covered by a broad select
49. y not yet draw PPC Technical Long Tail Keywords Related multi keyword phrases containing Theme Cluster Market Long Tail Keywords Related multi keyword phrases not containing Theme Cluster Folksonomic Keywords Keywords used in all social media tagging Statistically Improbable Phrases Keywords used by experts 3 i Lappi RE rame Taam LA At taga Monet p9 Theme Zoom LLC 2008 Direct Response Keywords Direct response keywords are those used when the shopper is ready to buy Ideally targeted in Pay Per Click campaigns they are also be used in sales copy tele seminars webinars and multi media advertising as well as major sections of your website Again when planning out your strategy you ll need to identify which elements target direct response and use appropriate keywords Business Success DNA Unique Genetic Keyword Code Direct Response krakken Keywords and Processes Theme Cluster Money Keywords Any keyword proven to convert to actual sales PPC Money Keywords Keywords used in PPC campaign proven to convert to actual sales Effective Money Keywords Keywords used in all Genetic social media tagging Keyword Code p10 Theme Zoom LLC 2008 Technical Implementation The technical implementation is what brings all this together Typically when build a site start with the direct marketing side because want to make money now and if someone is looking for me to
50. you understand your competition for each of the main keywords in your synonymic sets Now you can make an informed decision about which keyword in your Synonymic Set should be the Parent Theme and which should be synonyms The web development tools which interface with Krakken use the parent theme as the primary targets in those places where only a single term can be targeted Therefore it is best to design your themes so that the most difficult and important terms to rank for are your parent themes Most important and most difficult are not always the same keyword would choose most important over most difficult for a parent theme because the most important is the one you really want to make sure you rank for p51 Theme Zoom LLC 2008 VOMA Phase 3 This is where create another cluster s and the themes in this cluster create with the synonymic sets that want for my blueprint These are exact duplicates of the themes in Phase 2 except that might have switched around which term was my parent theme and which were theme defining synonyms so that the most important term for my market is the parent theme don t bother to drill into these themes as am already aware of the ideas each of these keywords represent and what the group represents as a whole When I go on to create my blueprint chose the themes from the cluster s in the third phase of my VOMA research The only themes in these clusters should be the f
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