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Comprehensive Negative Keyword Research - Matthew Midwinter

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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."

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

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  • 1. Comprehensive Negative Keyword Research Matt Midwinter
  • 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. 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. How Most People Do It It’s too late! May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 4
  • 5. How They Should Do It Preparation is key! May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 5
  • 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. EXAMPLE: Keyword Research Using Google Keyword Planner May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 7
  • 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. 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. Example: Google Recommended Searches May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 10
  • 11. Example: Google Recommended Searches May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 11
  • 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. 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. Example: Mass Search Term Analysis May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 14
  • 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. Example: Excel Pivot Tablet May 29, 2014| Copyright Collegis LLC. Proprietary and Confidential. 16
  • 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