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Keyword Knowledge Graphs: Using AI to Create Outside-In Taxonomies

We’ve changed our webinars to live expert interviews. For our first one, Mike talked with James Mathewson, the program director of content marketing platforms at IBM. James writes frequently about keyword ontology–the powerful tool for understanding keywords you should be building content around to attract prospects, engage with them, and convert them into loyal clients.

Your audience doesn’t always arrive at content that sells your product through a search. The vast majority of searches are for answers to questions or solutions to problems that are not obviously product related. If you provide the answers to the questions your target audiences ask, and if you help to solve their problems, many of them will trust you enough to try or buy your products when they’re ready. But how do you provide the content that helps clients and prospects journey from generic questions about product categories to buying your products? The answer is keyword ontology.

A keyword ontology is a set of relationships between the keywords potential buyers use in search and the products or services they are ultimately looking for.

It helps you understand which words tend to go with which products, and how you can out think your competition to deliver the content your prospects need, in each stage of the buyer’s journey. James will discuss why and how you should be creating a keyword ontology.

James Mathewson is IBM‘s Distinguished Technical Marketer for search. He has 20 years of experience in web editorial, content strategy, and SEO for large and small companies. A frequent speaker, lecturer and blogger, James has published more than 1600 articles and two books on how web technology and user experience change the nature of effective content. James has two advanced degrees on related subjects from the University of Minnesota.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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