Categorical keyword repository Zenya unveiled their new keyword database for search marketers last week at SES New York. By considering context to determine searcher intent and allowing users to set a variety of positive and negative parameters, Zenya offers marketers an opportunity to refine datasets within seconds, prior to purchase.
Zenya’s database is over 1.4 billion keywords strong, 600 million of which are categorized by searcher intent (to purchase, compare, question, or by negative intent). 75 million keywords have been audited by humans.
Marketers can pare down keyword lists by limiting character count, eliminating invalid/adult/banned terms, incorporating negative terms, choosing whether to include brand names, and specifying certain categories. They also have a brand name filter with over 170,000 unique brand terms for inclusion/exclusion.
The above screenshot shows some of the parameters available to marketers in need of accurate, timely keyword intelligence. In this case, we first searched for “sheet,” then honed in further to the term “queen bed sheet.” We excluded adult invalid, and banned terms, though users can choose to include those if they so wish.
The Minus Terms feature certainly helps, though its at the User Intent section that Zenya gets really interesting. We can drill down further into our keyword list by choosing Include, Exclude, or Only for the intent to question, purchase, compare, or for terms showing negative intent.
Stephen Scarr, Zenya CEO, spoke with Search Engine Watch just after their announcement and explained their impetus in creating such a comprehensive database.
“We felt there were significant flaws in the search tools available, primarily because they are too broad. We set about putting these keywords into categories,” he said. “We’ve identified 600 million search terms that have been placed into 250,000 categories. Zenya’s taxonomy has about 1 million positive rules and 20 million negative rules. Typically with these types of projects, It’s difficult to go beyond 70 percent accuracy because it’s prohibitively expensive.”
In search marketing, though, they had to go further. Realizing that 70 percent accuracy leaves a lot of money on the table, Scarr and his team at Zenya continued to build out their database.
“You can’t be blindly bidding without considering context and searcher intent and having the most accurate, current data possible,” he said.
To that end, Zenya’s data refreshes daily from numerous third-party licensed sources and only includes actual search queries. Marketers can access their keyword lists using a points system, with packages ranging from single-use to enterprise level (which includes API access). The system is web-based and literally takes seconds to bring back results, with instant download on ordering.
"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," said Marin Software Marketing VP Matt Lawson in a written statement. “Search technology as a whole has grown and evolved 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."
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.