Krakken VOMA Technology Help File
Krakken: General Frequently Asked and Should Ask Questions:
What Is Krakken Vertical Market Research Tool?
Krakken is an advanced natural language processing technology invented by Sue Bell and Russell Wright of Theme Zoom LLC, and programmed by Kelley Reynolds. Krakken demonstrates, via a graphical interface, the relationships between keywords within a vertical market in terms of both scope and semantics. These relationships are determined based on the relative prominence of conversations in the marketplace which contain the keywords and revealed to the user on the Theme Market Analysis Screen. After vertical online market research has been completed, this premium research data may be integrated into a Website Silo Architecture structure in order to help you or your client rank higher for thousands of keywords using up to 90% fewer inbound links than your competition. This allows you to swallow your market whole.
What is the Fastest Way To Learn More About Krakken the Market Swallowing Keyword Beast?
How Is The Data Calculated In Krakken and How Should I Use VOMA to Swallow My Market Whole?
Answer By Sue Bell:
Here is how we calculate the data in Krakken. In Krakken the number of search and PPC traffic are both drawing from phrase match for the country / language you select. So for example, by looking at the traffic in only the US or only at Great Britain when your are examining a market helps you get a better idea of the actual market for that specific keyword in that specific country. After you have completed the whole VOMA (Vertical Online Market Analysis) you will have an entire cluster representing a single country. Only after you complete that process will you be able effectively segment your market by geo location and get a better understanding of the ROI for ranking in those areas. Keep in mind that Krakken was designed to Swallow Your Market Whole, and nothing less. It is not really a "Low Hanging Fruit" finder.
In a perfect world, I would do exact match instead of phrase match to get the numbers even closer, but Google does not have nearly as much data for exact match as it does phrase so we felt that phrase match was a better bet, as it let's you see a more complete picture. In fact Google is moving away from exact match keywords altogether.
What I do when I analyze a market is to drill into the vertical theme - for example if I were doing analysis for a hair salon I would drill into "hair" or perhaps even "beauty" to take a look at how the hair / hair salon market fits into all of the money in this market. I often find other market segments that are related that can be helpful either for marketing purposes, additional related product lines that are lucrative. I find additional ways of expressing my market.
Then I drill into 'hair salon' (or if I find a better way to express that idea for example 'beauty salon') and start by following the money - the normal sort is by competing pages and while that's great, sorting by TSMV allows me to follow the money (basically the idea of search * ppc). I note the most expensive terms that are part of my target market (ignoring terms that are too broad like 'beauty') - if there is anything interesting there, I do a break away drill (and let that run while I come back to look at more).
Next I'll sort by PPC because those terms are the high converting terms. Again, anything interesting I do a break away drill.
Next I'll sort by Search Traffic - because traffic always means money :) .. and drill into anything interesting.
I repeat this process with the break away drills I just did and then I step back and look at the big picture on the themes overview screen where I can see all of the themes in the cluster.
Here you will see the roll up values - ORV is the same basic idea as TSMV (cost * search); you can see the range of competing pages and you can see the range of CPC - and that usually tells an interesting story - which themes have a lot of money? which themes have less competition?
And finally, which themes are most congruent with what I'm trying to express with my product or service? Which themes address the pains the best?
Often times looking at this screen I will see data anomalies - things that make me ask questions, like .. what was that keyword that is 10x more than all of the other keywords in this cluster? (you can see the min and max CPC as well as the average) - or .. why is the average CPC on that theme higher than all the others - questions that make me go looking at the keyword list again to find out the answers.
Also on the themes overview screen you can see your top competitors across the theme - who owns the largest share of the market across all of these themes - because if the themes are all clustered around your pain and solution, then this person is your biggest competitor (sometimes I have to delete my vertical drill to see this better).
Also as I hit each drill I look at the competitors for that drill, both the ranked domains and the competitive analysis - but that is a whole other conversation :)
At this point I realize I either have enough to start my blueprint or I need to refine my search to better target the pains and solutions that I want to address with my product.
I have a couple of replays of a krakken demonstration webinars that you might find useful (it's a visual not only of what I described above but also the competitive analysis): http://www.networkempire.com/members-area/members-goodies/webinar-replays/krakken-webinars/
Also See Theme Zoom
Also See Latent Semantic Indexing