0
Comprehensive Negative Keyword
Research
Matt Midwinter
Who is this Guy?
Matt Midwinter
 PPC Specialist at Collegis Education
 5+ Years of Internet Marketing Experience
 @Matt...
Here’s What We’ll Talk About
 How Most People Do It
 How You Should be Doing it
 Pre-Launch:
 Before You Launch, Do Ke...
How Most People Do It
It’s too late!
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
4
How They Should Do It
Preparation is key!
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
5
Before You Launch, Do Keyword Research
 When doing “normal” keyword research, keep a list
of the keywords you DO NOT want...
EXAMPLE: Keyword Research Using
Google Keyword Planner
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential....
Don’t Just Rely On Google’s Keyword Tool
 Try Übersuggest:
 Free tool that provides
suggested terms based
on real search...
Do Manual Research Using Google
Recommended Searches
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
9...
Example:
Google Recommended Searches
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
10
Example:
Google Recommended Searches
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
11
You’ve Launched! Now It’s Time To Do A
Mass Search Term Analysis
May 29, 2014| Copyright Collegis LLC. Proprietary and
Con...
Visualize The Data
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
13
 Leverage Word Cloud Tools (i.e...
Example: Mass Search Term Analysis
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
14
Work The Data
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
15
 Copy the list of common themes from...
Example: Excel Pivot Tablet
May 29, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
16
The end. Thanks for listening!
May 29, 2014 Copyright Collegis LLC. Proprietary and Confidential. 17
Matt Midwinter
• PPC ...
Upcoming SlideShare
Loading in...5
×

Comprehensive Negative Keyword Research - Matthew Midwinter

189

Published on

At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Matthew Midwinter presented his slidedeck "Comprehensive Negative Keyword Research."

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

  • Be the first to like this

No Downloads
Views
Total Views
189
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Comprehensive Negative Keyword Research - Matthew Midwinter"

  1. 1. Comprehensive Negative Keyword Research Matt Midwinter
  2. 2. Who is this Guy? Matt Midwinter  PPC Specialist at Collegis Education  5+ Years of Internet Marketing Experience  @MattMidwinter May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 2
  3. 3. Here’s What We’ll Talk About  How Most People Do It  How You Should be Doing it  Pre-Launch:  Before You Launch, Do Keyword Research  Don’t Just Rely On Google’s Keyword Tool  Do Manual Research Using Google Recommended Searches  Post-Launch:  You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis  Visualize The Data  Work The Data May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 3
  4. 4. How Most People Do It It’s too late! May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 4
  5. 5. How They Should Do It Preparation is key! May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 5
  6. 6. Before You Launch, Do Keyword Research  When doing “normal” keyword research, keep a list of the keywords you DO NOT want in your keyword list  Example: bbq grills, bbq smokers, Korean bbq, etc.  Keyword Planner can help  For local keyword research, consider geographic areas you can’t or don’t want to appear  Example: Edina restaurants won’t want to show up for St. Cloud restaurant searches  Add these keywords to your negative list  Think of common terms you know will drive poor results  Example: “how to” or “DIY” or “backyard”May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 6
  7. 7. EXAMPLE: Keyword Research Using Google Keyword Planner May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 7
  8. 8. Don’t Just Rely On Google’s Keyword Tool  Try Übersuggest:  Free tool that provides suggested terms based on real search trends  Allows you to dig as deep as you like into different queries  Great for finding new keyword possibilities and finding terms that you don't want  http://ubersuggest.org/ May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 8
  9. 9. Do Manual Research Using Google Recommended Searches May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 9  Glimpse into what people are actually searching for near you  Gold-mines for potential keywords -- both positive and negative  Example: A BBQ joint probably doesn’t want to bid on Pizza terms  May be a better indicator than keyword planner in Google AdWords.  BONUS: Great way to see what your competition is doing ahead of time!
  10. 10. Example: Google Recommended Searches May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 10
  11. 11. Example: Google Recommended Searches May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 11
  12. 12. You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 12  Run a search term export on the keywords you want to analyze.  Next open your Excel document with the list of search terms and the data  Create a pivot tablet to lookup the data  Use the search term field as a filter to select multiple search terms at once  Need help with pivot tables? Follow this guide from PPC Hero.
  13. 13. Visualize The Data May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 13  Leverage Word Cloud Tools (i.e., Tag Crowd)  Visualize your data to find the most common terms  Tools allow you to input vast numbers of terms  Example: Using Tag Crowd can provide the frequency of terms and can be easily imported directly to Excel
  14. 14. Example: Mass Search Term Analysis May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 14
  15. 15. Work The Data May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 15  Copy the list of common themes from the word cloud tag back into excel.  Enter each theme into the search term filter.  Make sure to check select multiple items.  Save the data next to each theme.  Identify your winning and losing themes.  For any theme that is inconclusive you can look up the search terms that were part of it manually to get a better feel for performance.  You can use conditional formatting to quickly identify how the themes are performing.
  16. 16. Example: Excel Pivot Tablet May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 16
  17. 17. The end. Thanks for listening! May 29, 2014 Copyright Collegis LLC. Proprietary and Confidential. 17 Matt Midwinter • PPC Specialist at Collegis Education • 5+ Years of Internet Marketing Experience • @MattMidwinter
  1. A particular slide catching your eye?

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

×