ionSearch 2012 - Expert Panel SuiteKiller Keyword ResearchMatt Roberts – VP of Product, Linkdex - ModeratorJimmy McCann – ...
ionSearch 2012Jimmy McCannSearch Laboratory
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 ...
#1 – Know the Market• Use right terminology on your site                        Reflect what users search for!• B2B  – Avo...
#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 / a...
#2 – Use your Loaf         i) Search Volume• Use wordtracker / Adwords KW tool  – Adwords not 100% accurate     • Especial...
#2 – Use your Loaf         ii) Search Intention• What does a user want to find from their query?  – Think about it• Head t...
#2 – Use your Loaf         ii) Search Intention• Not specified, could be a host of things eg   – How does solar energy pro...
Search Intention          ii) Search Intention• Very specific to the service site offers   – Conversion rate higher• Less ...
#2 – Use your Loaf         iii) Relevance• Is keyword relevant to company’s products / services?  – Are they competitive i...
#3 -• PPC data to test the water  – Especially in emerging / ultra niche    markets• Conversion rate data key• Exact match...
#3 -• Can be used to find actual search volumes• Setup campaign   – Handful exact match keywords only        Accuracy!   –...
#4 – SERP’s• What does Google think is suitable?• Helps assess intention• Categorise competing listings  – Direct competit...
#4 – SERP’s              Research              Research              Research
#4 – SERP’s   Research              News              Competitor              Images
#4 – SERP’s   Research              Research              Research              Research
#5 –• Organic traffic / conversions          – Not from page one• Identifies easy keyword wins          – Traffic / conver...
Key Tips – Show ROI• Show return early in campaign  – Logical approach from ground up
Key Tips – Be Realistic• Don’t aim above your station  – …(just yet)
Key Tips – Long Tail!• Long tail keywords first   – Easier to optimise   – Will convert better   – Allows reinvestment int...
Summary• #1 – Know the Market• #2 – Use your Loaf• #3 – Test using PPC• #4 – Analyse SERP’s• #5 – Refine using analytics
Any Questions?:                  www.searchlaboratory.com                  jimmy@searchlaboratory.com                  @ji...
ionSearch 2012Mal DarwenWordtracker
WordtrackerKeyword ModifiersKeyword AnatomyContent and Intent
Let’s talk about tools for amoment…
Let’s talk about tools for amoment…•Finding Keywords•Site structuring with Keyword Research•Site Auditing•Rank Tracking•Ea...
We’ll talk about tools in theTools Suite later on.
Your Brain. The best tool you haveavailable. Ever.                   http://www.flickr.com/photos/perpetualplum/
Understand your Market                  http://www.flickr.com/photos/pigalleworld/
Understand your MarketDefine your Strategy                       http://www.flickr.com/photos/hikingartist/
Understand your MarketDefine your StrategyTarget Effectively                     http://www.flickr.com/photos/7994528@N03/
Keyword Modifiers….They can help you attract bettertraffic
Keyword        ModifierRestaurant     In ChicagoRestaurant     In New YorkRestaurant     In TusconRestaurant     In Seattle
Monitor
MonitorTest
MonitorTestTweak
Modifiers make keywordsflexible…
Keyword           ModifierShirts         Men’s               Women’s               Children’s               Large         ...
Modifier           KeywordMountain Bike    TyresBMX              TyresRoad Bike        TyresRacing Bike      tyres
Keyword            ModifierMountain Bike   TyresBMX Bike        TyresRoad Bike       TyresRacing Bike     Tyres
Keyword              ModifierProduct/Primary   Buy                  Get                  Purchase                  find
Keyword              ModifierProduct/Primary   Quality                  Bargain                  Cheap                  Free
Your content needs tomatch your Keywords!            …no, really.
SEO can not liveon keywords alone…
Be clearin your intent
Thank you!www.wordtracker.commal@wordtracker.com@wordtracker
ionSearch 2012Roland DunnRefined Practice
Killer Keyword Research          © 2007-2012 Roland Dunn
Keyword Research =                     © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =                             © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research                             © 2007-2012 Roland Dunn
2007: Google not seen 1 in 4 search queries                    © 2007-2012 Roland Dunn
2011 (March): Google not seen 1 in 5 search queries                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                          © 2007-2012 Roland Dunn
March 2011: Google has never seen 20% of queries before                     (yes, really)                           © 2007...
© 2007-2012 Roland Dunn
It’s very long© 2007-2012 Roland Dunn
pearl wedding jewellery                              cheap laptopswedding jewellery pearls      cheap laptops ukwedding pe...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?                      ...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
Key Question:  How to cost-effectively attract as much relevant natural search  traffic as possible?Answer:1. Understand t...
© 2007-2012 Roland Dunn
Eight different search queries                                 © 2007-2012 Roland Dunn
Eight different search queriesAll for the same thing: “outdoor clothing”                                © 2007-2012 Roland...
ski jackets                                                           41,195ski jacket                                    ...
Outdoor Clothing                          Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and...
Demand-Driven Structure (IA)                   Home PageOutdoor Clothing                               Ski Jackets        ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
Demand-Driven Structure (IA)                      Home Page   Outdoor Clothing                               Ski Jackets  ...
© 2007-2012 Roland Dunn
© 2007-2012 Roland Dunn
Relevance Analysis can go to the core of your organisation                             © 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...                               © 2007-2012 Roland Dunn
Relevance Analysis can require significant change ...And therefore need real commitment from senior management            ...
© 2007-2012 Roland Dunn
Sources of Search Data              © 2007-2012 Roland Dunn
Experian Hitwise:• More than 8 million UK internet users                              © 2007-2012 Roland Dunn
Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries...
Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries...
Google Adwords Keyword Tool:                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free• Adwords focused data                          © 2007-2012 Roland Dunn
Google Adwords Keyword Tool:• Free• Adwords focused data• Time-consuming extracting significant volumes                   ...
© 2007-2012 Roland Dunn
What’s Coming?           © 2007-2012 Roland Dunn
What’s Coming?           © 2007-2012 Roland Dunn
What’s Coming?Loss of understanding what we are relevant to?                               © 2007-2012 Roland Dunn
What’s Coming?Loss of understanding what we are relevant to?Will impact Experian Hitwise                               © 2...
What’s Coming?Loss of understanding what we are relevant to?Will impact Experian HitwiseLeave us with just Google Adwords ...
Need to develop other approaches to analyse Relevance?                            © 2007-2012 Roland Dunn
Keyword Research =                     © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis =                             © 2007-2012 Roland Dunn
Keyword Research = Relevance Analysis = Digital Market Research                             © 2007-2012 Roland Dunn
Online Branding:                               Natural Search:http://www.refinedpractice.com/                http://www.cl...
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Expert Panel Session - Killer Keyword Research - ionSearch 2012
Upcoming SlideShare
Loading in...5
×

Expert Panel Session - Killer Keyword Research - ionSearch 2012

508

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
508
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Expert Panel Session - Killer Keyword Research - ionSearch 2012

  1. 1. ionSearch 2012 - Expert Panel SuiteKiller Keyword ResearchMatt Roberts – VP of Product, Linkdex - ModeratorJimmy McCann – Head of Search, Search LaboratoryMal Darwen – Product Manager, WordtrackerRoland Dunn – Refined Practice/Cloud Shapes
  2. 2. ionSearch 2012Jimmy McCannSearch Laboratory
  3. 3. Killer Keyword Research5 Tips and ToolsJimmy McCann – Head of SEO @ Search Laboratory
  4. 4. #1 – Know the Market• How does offering compare? – Ask yourself.. will it convert? • Range • Pricing • USP’s Source - http://lukachtaengleman.blogspot.co.uk
  5. 5. #1 – Know the Market• Use right terminology on your site Reflect what users search for!• B2B – Avoid in house jargon – Sector specific navigation• Ecommerce
  6. 6. #1 – Know the Market• Seasonality• Adapt focus / strategy – Ahead of peaks
  7. 7. #2 – Use your Loaf• Be logical• Assess keyword potential – i) Search volume – ii) Search intention – iii) Relevance / ability to convert img source flickr - betterbrandagency
  8. 8. #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
  9. 9. #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
  10. 10. #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
  11. 11. 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!!!
  12. 12. #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
  13. 13. #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
  14. 14. #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
  15. 15. #4 – SERP’s• What does Google think is suitable?• Helps assess intention• Categorise competing listings – Direct competitors – Research – Blended results• ‘solar energy’ SERP
  16. 16. #4 – SERP’s Research Research Research
  17. 17. #4 – SERP’s Research News Competitor Images
  18. 18. #4 – SERP’s Research Research Research Research
  19. 19. #5 –• Organic traffic / conversions – Not from page one• Identifies easy keyword wins – Traffic / conversions coming via page 2Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
  20. 20. Key Tips – Show ROI• Show return early in campaign – Logical approach from ground up
  21. 21. Key Tips – Be Realistic• Don’t aim above your station – …(just yet)
  22. 22. Key Tips – Long Tail!• Long tail keywords first – Easier to optimise – Will convert better – Allows reinvestment into campaign / less risk• Build up to head terms – Naturally over time
  23. 23. Summary• #1 – Know the Market• #2 – Use your Loaf• #3 – Test using PPC• #4 – Analyse SERP’s• #5 – Refine using analytics
  24. 24. Any Questions?: www.searchlaboratory.com jimmy@searchlaboratory.com @jimmymccannJIMMY MCCANN /in/jimmymccann1982Head of SEO
  25. 25. ionSearch 2012Mal DarwenWordtracker
  26. 26. WordtrackerKeyword ModifiersKeyword AnatomyContent and Intent
  27. 27. Let’s talk about tools for amoment…
  28. 28. Let’s talk about tools for amoment…•Finding Keywords•Site structuring with Keyword Research•Site Auditing•Rank Tracking•Easy export of Keywords + data
  29. 29. We’ll talk about tools in theTools Suite later on.
  30. 30. Your Brain. The best tool you haveavailable. Ever. http://www.flickr.com/photos/perpetualplum/
  31. 31. Understand your Market http://www.flickr.com/photos/pigalleworld/
  32. 32. Understand your MarketDefine your Strategy http://www.flickr.com/photos/hikingartist/
  33. 33. Understand your MarketDefine your StrategyTarget Effectively http://www.flickr.com/photos/7994528@N03/
  34. 34. Keyword Modifiers….They can help you attract bettertraffic
  35. 35. Keyword ModifierRestaurant In ChicagoRestaurant In New YorkRestaurant In TusconRestaurant In Seattle
  36. 36. Monitor
  37. 37. MonitorTest
  38. 38. MonitorTestTweak
  39. 39. Modifiers make keywordsflexible…
  40. 40. Keyword ModifierShirts Men’s Women’s Children’s Large Small
  41. 41. Modifier KeywordMountain Bike TyresBMX TyresRoad Bike TyresRacing Bike tyres
  42. 42. Keyword ModifierMountain Bike TyresBMX Bike TyresRoad Bike TyresRacing Bike Tyres
  43. 43. Keyword ModifierProduct/Primary Buy Get Purchase find
  44. 44. Keyword ModifierProduct/Primary Quality Bargain Cheap Free
  45. 45. Your content needs tomatch your Keywords! …no, really.
  46. 46. SEO can not liveon keywords alone…
  47. 47. Be clearin your intent
  48. 48. Thank you!www.wordtracker.commal@wordtracker.com@wordtracker
  49. 49. ionSearch 2012Roland DunnRefined Practice
  50. 50. Killer Keyword Research © 2007-2012 Roland Dunn
  51. 51. Keyword Research = © 2007-2012 Roland Dunn
  52. 52. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  53. 53. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  54. 54. 2007: Google not seen 1 in 4 search queries © 2007-2012 Roland Dunn
  55. 55. 2011 (March): Google not seen 1 in 5 search queries © 2007-2012 Roland Dunn
  56. 56. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  57. 57. March 2011: Google has never seen 20% of queries before © 2007-2012 Roland Dunn
  58. 58. March 2011: Google has never seen 20% of queries before (yes, really) © 2007-2012 Roland Dunn
  59. 59. © 2007-2012 Roland Dunn
  60. 60. It’s very long© 2007-2012 Roland Dunn
  61. 61. pearl wedding jewellery cheap laptopswedding jewellery pearls cheap laptops ukwedding pearls cheapest laptopswedding pearl jewellery laptops cheappearl jewellery wedding cheap laptop computerswedding jewellery pearl cheap laptops onlinepearl wedding jewelry cheapest laptops ukpearl wedding jewelery cheap good laptopswedding jewelry pearlswedding pearls jewellery (and many, many more) © 2007-2012 Roland Dunn
  62. 62. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? © 2007-2012 Roland Dunn
  63. 63. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries © 2007-2012 Roland Dunn
  64. 64. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries2. Understand the relationships between these things © 2007-2012 Roland Dunn
  65. 65. Key Question: How to cost-effectively attract as much relevant natural search traffic as possible?Answer:1. Understand the concepts, objects, things behind the queries2. Understand the relationships between these things3. Structure your digital presence around that demand © 2007-2012 Roland Dunn
  66. 66. © 2007-2012 Roland Dunn
  67. 67. Eight different search queries © 2007-2012 Roland Dunn
  68. 68. Eight different search queriesAll for the same thing: “outdoor clothing” © 2007-2012 Roland Dunn
  69. 69. ski jackets 41,195ski jacket 9,999skiing jackets Ski Jackets 2,391mens ski jackets 1,539 Mens Ski Jacketsmen ski jackets 1,012ladies ski jackets 2,840ladies ski jacket Ladies and Womens Ski Jackets 1,445womens ski jackets 1,409 © 2007-2012 Roland Dunn
  70. 70. Outdoor Clothing Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and Womens Ski Jackets © 2007-2012 Roland Dunn
  71. 71. Demand-Driven Structure (IA) Home PageOutdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  72. 72. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand” © 2007-2012 Roland Dunn
  73. 73. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand”• Each page naturally targets multiple search queries © 2007-2012 Roland Dunn
  74. 74. Demand-Driven Structure (IA) Home Page Outdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets• Landing pages directly matches specific “demand”• Each page naturally targets multiple search queries• Structure itself matches demand © 2007-2012 Roland Dunn
  75. 75. © 2007-2012 Roland Dunn
  76. 76. © 2007-2012 Roland Dunn
  77. 77. Relevance Analysis can go to the core of your organisation © 2007-2012 Roland Dunn
  78. 78. Relevance Analysis can require significant change ... © 2007-2012 Roland Dunn
  79. 79. Relevance Analysis can require significant change ...And therefore need real commitment from senior management © 2007-2012 Roland Dunn
  80. 80. © 2007-2012 Roland Dunn
  81. 81. Sources of Search Data © 2007-2012 Roland Dunn
  82. 82. Experian Hitwise:• More than 8 million UK internet users © 2007-2012 Roland Dunn
  83. 83. Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries © 2007-2012 Roland Dunn
  84. 84. Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries• Expensive, but ... © 2007-2012 Roland Dunn
  85. 85. Google Adwords Keyword Tool: © 2007-2012 Roland Dunn
  86. 86. Google Adwords Keyword Tool:• Free © 2007-2012 Roland Dunn
  87. 87. Google Adwords Keyword Tool:• Free• Adwords focused data © 2007-2012 Roland Dunn
  88. 88. Google Adwords Keyword Tool:• Free• Adwords focused data• Time-consuming extracting significant volumes © 2007-2012 Roland Dunn
  89. 89. © 2007-2012 Roland Dunn
  90. 90. What’s Coming? © 2007-2012 Roland Dunn
  91. 91. What’s Coming? © 2007-2012 Roland Dunn
  92. 92. What’s Coming?Loss of understanding what we are relevant to? © 2007-2012 Roland Dunn
  93. 93. What’s Coming?Loss of understanding what we are relevant to?Will impact Experian Hitwise © 2007-2012 Roland Dunn
  94. 94. What’s Coming?Loss of understanding what we are relevant to?Will impact Experian HitwiseLeave us with just Google Adwords Keyword Tool? © 2007-2012 Roland Dunn
  95. 95. Need to develop other approaches to analyse Relevance? © 2007-2012 Roland Dunn
  96. 96. Keyword Research = © 2007-2012 Roland Dunn
  97. 97. Keyword Research = Relevance Analysis = © 2007-2012 Roland Dunn
  98. 98. Keyword Research = Relevance Analysis = Digital Market Research © 2007-2012 Roland Dunn
  99. 99. Online Branding: Natural Search:http://www.refinedpractice.com/ http://www.cloudshapes.co.uk/T: @RefinedPractice T: @roland_dunn Slides Available At: http://www.cloudshapes.co.uk/talks/ © 2007-2012 Roland Dunn
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×