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Weekly News Digest
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March 29, 2012 — In addition to this week's NewsBreaks article and the monthly NewsLink Spotlight, Information Today, Inc. (ITI) offers Weekly News Digests that feature recent product news and company announcements. Watch for additional coverage to appear in the next print issue of Information Today.
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More Than 600 Million Keywords Categorized by Searcher Intent on Zenya
Zenya launched the first categorical search marketing keyword repository. The Zenya database contains more than 1.4 billion keywords, including 600 million categorized by searcher intent and more than 75 million audited by a team of subject matter experts.“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 Matt Lawson, vice president of marketing for Marin Software. “Building out keyword portfolios by tapping into categories of searcher intent takes a radically different approach to helping marketers remain relevant while scaling rapidly.” Digital marketers benefit from Zenya’s categorization technology, which considers the context of keywords to identify customer intent. Unlike common keyword generators that use static databases, Zenya’s dynamic data is refreshed daily from numerous licensed sources and only includes actual search queries. Zenya’s algorithm works in conjunction with a team of subject matter experts to improve the category structure and ensure relevancy of keywords. Zenya’s filters refine keyword sets down to precise groups. With more filters coming soon, customers can already slice keyword sets by specifying character count, eliminating invalid terms, excluding adult terms and terms banned by the search engines, incorporating negative terms, choosing whether or not to include brand names, and specifying certain categories. The Zenya brand name filter, for example, already boasts more than 170,000 unique brand terms that marketers can opt to include or exclude altogether within their specified keyword sets. Zenya also analyzes some of the search marketing industry’s largest keyword portfolios to uncover unique metrics that accelerate campaign growth. Categorical keyword-to-impression (KTI) ratios, for example, help marketers identify product categories with high growth potential. If a “shirts” subcategory represents only 1% of a retailer’s “clothing” keywords but that subcategory generates 3% of all “clothing” impressions, the retailer can significantly grow impressions by adding quality keywords to the “shirts” subcategory. This same strategic planning also works for marketers optimizing to clicks or conversions, not just impressions. Source: Zenya
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Brandi Scardilli
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