Expert Panel Session - Killer Keyword Research - ionSearch 2012
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Expert Panel Session - Killer Keyword Research - ionSearch 2012

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Expert Panel Session - Killer Keyword Research - ionSearch 2012 Expert Panel Session - Killer Keyword Research - ionSearch 2012 Presentation Transcript

  • 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
  • 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 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
  • #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 / conversions coming via page 2Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
  • 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 into campaign / less risk• Build up to head terms – Naturally over time
  • 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 @jimmymccannJIMMY MCCANN /in/jimmymccann1982Head of SEO
  • 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•Easy export of Keywords + data
  • 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 Small
  • 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) © 2007-2012 Roland Dunn
  • © 2007-2012 Roland Dunn
  • It’s very long© 2007-2012 Roland Dunn
  • 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
  • Key Question: How to cost-effectively attract as much relevant natural search traffic as possible? © 2007-2012 Roland Dunn
  • 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
  • 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
  • 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
  • © 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 Dunn
  • 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
  • Outdoor Clothing Four types of “demand” (clusters of demand)Ski JacketsMens Ski JacketsLadies and Womens Ski Jackets © 2007-2012 Roland Dunn
  • Demand-Driven Structure (IA) Home PageOutdoor Clothing Ski Jackets Mens Ski Jackets Ladies and Womens Ski Jackets © 2007-2012 Roland Dunn
  • 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
  • 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
  • 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
  • © 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
  • © 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 © 2007-2012 Roland Dunn
  • Experian Hitwise:• More than 8 million UK internet users• Terrific data: significant volumes of queries, qualified queries• Expensive, but ... © 2007-2012 Roland Dunn
  • 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
  • © 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 © 2007-2012 Roland Dunn
  • 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
  • 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.cloudshapes.co.uk/T: @RefinedPractice T: @roland_dunn Slides Available At: http://www.cloudshapes.co.uk/talks/ © 2007-2012 Roland Dunn