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Killer Keyword Research5 Tips and ToolsJimmy McCann – Head of SEO @ Search Laboratory
#1 – Know the Market• How does offering compare? – Ask yourself.. will it convert? • Range • Pricing • USP’s Source - http://lukachtaengleman.blogspot.co.uk
#1 – Know the Market• Use right terminology on your site Reflect what users search for!• B2B – Avoid in house jargon – Sector specific navigation• Ecommerce
#1 – Know the Market• Seasonality• Adapt focus / strategy – Ahead of peaks
#2 – Use your Loaf• Be logical• Assess keyword potential – i) Search volume – ii) Search intention – iii) Relevance / ability to convert img source flickr - betterbrandagency
#2 – Use your Loaf i) Search Volume• Use wordtracker / Adwords KW tool – Adwords not 100% accurate • Especially on low volumes• However – Good barometer for prioritisation
#2 – Use your Loaf ii) Search Intention• What does a user want to find from their query? – Think about it• Head terms – Offer large amounts traffic – Not all traffic is 100% relevant
#2 – Use your Loaf ii) Search Intention• Not specified, could be a host of things eg – How does solar energy produce electricity? – What is solar energy? – I want to find out more about solar energy because I’m thinking about getting some solar panels for my house
Search Intention ii) Search Intention• Very specific to the service site offers – Conversion rate higher• Less difficult to rank for this term – Than ‘solar energy’ That’s what we do!!!
#2 – Use your Loaf iii) Relevance• Is keyword relevant to company’s products / services? – Are they competitive in this area? I need a solar We are solar search - ‘solar panel panel panel installers’ installer! installers! User Company
#3 -• PPC data to test the water – Especially in emerging / ultra niche markets• Conversion rate data key• Exact match data only img source – Leftcoastcowboys.com
#3 -• Can be used to find actual search volumes• Setup campaign – Handful exact match keywords only Accuracy! – Put exact negatives on other campaigns• Make sure 100% impression share
#4 – SERP’s• What does Google think is suitable?• Helps assess intention• Categorise competing listings – Direct competitors – Research – Blended results• ‘solar energy’ SERP