Keyword researchThe foundation of SEO successMatt Bennett19th September 2012
Keyword research: The foundation of SEO successWhat can good keyword research tell us?• How to construct our website and o...
Keyword research: The foundation of SEO successHow do we find the right keywords?                                     • Vi...
Keyword research: The foundation of SEO successHow does SEO keyword research differ from PPC?                             ...
KEYWORD FIGHT!
KEYWORD FIGHT!!                   60,500          UK          55,5001.   “Cats”        30,400,000   Worldwide   45,500,000...
KEYWORD FIGHT!!     “Pancake   60,500       UK       22,200   “Cookie4.    recipe”   246,000   Worldwide   33,100    recip...
Keyword Apprentice WorkshopThe Ultimate Webmaster Challenge
Picking the right keywords for success…The Ultimate Webmaster Challenge1. In the following slides you will be presented wi...
A website for a London plumberWhich 3 keywords will you choose? A) Plumbers in London     A) Boiler repairs        A) 24 h...
A dating website for the young professionalWhich 3 keywords will you choose?   A) Internet dating      A) Girlfriends   A)...
A travel websiteWhich 3 keywords will you choose? A) Book cheap flights   A) Weekend breaks   A) 5 star hotels          or...
Pass the paper to the left please…No cheating!
A website for a London plumberWhich 3 keywords will you choose? A) Plumbers in London     A) Boiler repairs        A) 24 h...
A dating website for the young professionalWhich 3 keywords will you choose?   A) Internet dating      A) Girlfriends   A)...
A travel websiteWhich 3 keywords will you choose? A) Book cheap flights   A) Weekend breaks   A) 5 star hotels         880...
And the winner is…
Thank you
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SEO Keyword Research 101 - AdTech 2012 - Matt Bennett

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Introduction to SEO keyword research and some of the more general business insight you can get from good keyword research. This was presented at AdTech 2012.

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  • SEO Keyword Research 101 - AdTech 2012 - Matt Bennett

    1. 1. Keyword researchThe foundation of SEO successMatt Bennett19th September 2012
    2. 2. Keyword research: The foundation of SEO successWhat can good keyword research tell us?• How to construct our website and online empire?• Which products to choose and develop and which products and services are popular?• What does the general public really want and/or search for?• What naming conventions to chose?• Which regions or countries to target?• What content should we develop?
    3. 3. Keyword research: The foundation of SEO successHow do we find the right keywords? • Visitor volumes • Annual Seasonality • Long-term trends • Geographic targeting • Competition assessment • Cost and ROI • Performance benchmarking
    4. 4. Keyword research: The foundation of SEO successHow does SEO keyword research differ from PPC? • Long-tail offers new Short-Tail Large volumes of companies opportunities searches across few • The short-tail appeals to terms – highly competitive bigger brands • SEO focuses on exact Long-Tail match keyword trends Small volumes of searches across • PPC focus more on broad many terms – less and phrase match competitive keywords trends ~ 30-50% of demand ~ 50-70% of demand
    5. 5. KEYWORD FIGHT!
    6. 6. KEYWORD FIGHT!! 60,500 UK 55,5001. “Cats” 30,400,000 Worldwide 45,500,000 “Dogs” “Book cheap 880 UK 390 “Book cheap2. flights” Worldwide hotels” 3,600 1,000 “Bank 12,100 UK 3,600 “Current3. accounts” accounts” 9,900 Worldwide 4,400
    7. 7. KEYWORD FIGHT!! “Pancake 60,500 UK 22,200 “Cookie4. recipe” 246,000 Worldwide 33,100 recipe” “White 1,900 UK 5,400 “Red5. wine” 18,100 Worldwide 40,500 wine” “Buy 6,600 UK 6,600 “Sell6. gold” Worldwide gold” 33,100 22,200
    8. 8. Keyword Apprentice WorkshopThe Ultimate Webmaster Challenge
    9. 9. Picking the right keywords for success…The Ultimate Webmaster Challenge1. In the following slides you will be presented with 3 types of online business.2. For each of these businesses we’ve given you 3 pairs of keywords.3. Pick what you think is the highest volume keyword from these pairs and make a note of your choice.4. You should end up with 3 keywords for each site and 9 keywords in total5. Whoever scores the highest across all 3 websites, is the winner of “The Ultimate Webmaster Challenge”!
    10. 10. A website for a London plumberWhich 3 keywords will you choose? A) Plumbers in London A) Boiler repairs A) 24 hour plumber or or or B) London plumbers B) Boiler installations B) Emergency plumber
    11. 11. A dating website for the young professionalWhich 3 keywords will you choose? A) Internet dating A) Girlfriends A) Free dating or or or B) Online dating B) Boyfriends B) UK dating
    12. 12. A travel websiteWhich 3 keywords will you choose? A) Book cheap flights A) Weekend breaks A) 5 star hotels or or or B) Book cheap hotels B) Short breaks B) 4 star hotels
    13. 13. Pass the paper to the left please…No cheating!
    14. 14. A website for a London plumberWhich 3 keywords will you choose? A) Plumbers in London A) Boiler repairs A) 24 hour plumber 1,600 1,600 170 or or or B) London plumbers B) Boiler installations B) Emergency plumber 1,300 210 1,000
    15. 15. A dating website for the young professionalWhich 3 keywords will you choose? A) Internet dating A) Girlfriends A) Free dating 1,900 1,300 2,000 or or or B) Online dating B) Boyfriends B) UK dating 12,100 480 2,400
    16. 16. A travel websiteWhich 3 keywords will you choose? A) Book cheap flights A) Weekend breaks A) 5 star hotels 880 74,000 301,000 or or or B) Book cheap hotels B) Short breaks B) 4 star hotels 390 40,500 90,500
    17. 17. And the winner is…
    18. 18. Thank you

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