Integrated Keyphrase Analysis Auditing your keyword portfolio to provide a holistic view of SEO and paid search effectiveness Dr Dave Chaffey, Marketing Insights Ltd www.davechaffey.com /blog www.twitter.com/DaveChaffey

Your keyphrase analysis toolkit 1 Customer demand analysis 5 Competitor comparison 3 Keyword efficiency 2 Competitive keyword performance 6 Semantic analysis 4 Sales contribution Keyphrase Targeting Effectiveness Integrate sources with scripts or Excel VLOOKUP() function

Each report row = Search keyphrase and group 1. Customer demand analysis Volume [Google Keyword tool, paid keyword tools] Gap or potential value from SEO / PPC via clickthrough & conversion rates and Avg CPC 2. Keyword competitive performance Google ranking by Google ccTLD [Rank checkers ] Number of visits and % gap, organic vs paid [Analytics] 3. Keyword efficiency Bounce rate, conversion rate [Google Analytics] 4. Sales contribution Conversion goals, E-commerce sales [Web analytics] Create an integrated report… [source] In Excel, different data sources in separate worksheets brought together by VLOOKUP() Gap - AdWords Clicks % of Natural Gap - Natural % of Google Estimate

Each report row = Search keyphrase and group

1. Customer demand analysis

Volume [Google Keyword tool, paid keyword tools]

Gap or potential value from SEO / PPC via clickthrough & conversion rates and Avg CPC

2. Keyword competitive performance

Google ranking by Google ccTLD [Rank checkers ]

Number of visits and % gap, organic vs paid [Analytics]

3. Keyword efficiency

Bounce rate, conversion rate [Google Analytics]

4. Sales contribution

Conversion goals, E-commerce sales [Web analytics]

Now for the tools… Let’s collaborate: your feedback welcome Hey Dave, I can’t believe you didn’t mention ………………… we couldn’t live without it. See: http://www.davechaffey.com/blog/seo/keyword-research-process/

Hey Dave,

I can’t believe you didn’t mention ………………… we couldn’t live without it.

1 Customer Demand Analysis See listing of 16 free Google SEM tools: http://www.davechaffey.com/seo-keyword-tools i.e. Keyword volume = Real people + Competitors + SEMs + Bots and scrapers

Established rank checkers, but “new” from Google Analytics… http://yoast.com/track-seo-rankings-google-analytics/ 2 Competitive keyword performance

Example of SERPs reporting in Google Analytics Source: http://yoast.com/new-seo-reports-for-google-analytics /

This is even better… Greasemonkey script for Firefox: http://www.juiceanalytics.com/writing/keyword-trends-google-analytics-greasemonkey/

Page-based view of effectiveness In Google Analytics: Content > Top Landing page or Content drilldown reports, Segment by Paid/Non-paid traffic 3 Keyword efficiency 69% 84% % Natural/Total Search Compare natural and paid to keyword tool volumes also

Finding entrance keywords In Google Analytics: 1. Single page . Content > Top landing pages, Top entrance keywords 2. All pages in folder . Content > Content Drilldown, Choose folder, Segment by Keyword dimension Can use advanced segmentation for paid / natural

4 Sales contribution

Allocated weighting of referrals Coremetrics attribution: First click Last click Average across touches All touches

Coremetrics attribution:

First click

Last click

Average across touches

All touches

Too much choice! 5 Competitor comparison

Exploit the long-tail through pattern recognition Source: ConcentrateMe http:// www.davechaffey.com/blog/seo/new -keyword-research-tool/ Hitwise • Top 100 terms: 5.7% of the all search traffic • Top 500 terms: 8.9% of the all search traffic • Top 1,000 terms: 10.6% of the all search traffic • Top 10,000 terms: 18.5% of the all search traffic 6 Semantic analysis

Establish the campaign objectives and metrics for success Cross channel strategy meetings to ensure integrated planning approach Analyse user demand, seasonality trends, competitive benchmarking and combine with forecast tools Conduct Visibility, Content & Reputation audits and provide detailed recommendations Provide implementation guidance & hand hold throughout process Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new user’s intent Update Rankings Report & Campaign Objectives Report and feed insight back into strategy Regular calls and status meetings with client to ensure a partnership approach Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into Analytics Example of Keyword research Process : UM Source:

Data collection Collect a wide range of keywords from various sources Is industry data available? If so, market segmentation is necessary What competitors operate in the same space? What keywords drive traffic to their websites? Are those keywords relevant? What market trends/seasonality factors will affect the vocabulary used to describe this product/service? Use Google insights Internal search – if an internal search box is used, access that data Competitor keywords – use Google Keyword Tool (URL function) to analyse competitor’s websites/Hitwise Internal Analytics data Generic tools - Google keyword tool (with synonyms)/ Wordtracker/ semrush.com Collate data and analyse trends in individual keywords – pivot with search volume data if available. Prioritisation Make decisions based on the credibility and validity of the above sources Research search volume using Google Keyword Tool Research current search volume using analytics Research estimated/current conversion rate (if available) Multiply search volume with estimated/current conversion rate and rank in descending order Add in strategic and brand keywords (which may not appear above) SEO: Choose 20-50 target keywords based on above data PPC: U se all keywords based on estimated/potential conversion rate Implementation Monitor, optimise and improve PPC: Group keywords into AdGroups (max 5 keyword) based on theme – use match type based on how generic keyword is PPC: Add negatives based on match type used SEO: Associate each keyword group (max 5 keyword) with a URL – ensure that URL is currently being ranked for each keyword (using site:example.com keyword) – if not PR sculpting is required SEO: create a ranking spreadsheet and choose frequency of checks SEO: Monitor position and URL of each keyword regularly in comparison to competitors Source: UM Generic Keyword Research (User Demand Analysis)

Data collection Collect a wide range of keywords from various sources

Is industry data available? If so, market segmentation is necessary

What competitors operate in the same space? What keywords drive traffic to their websites? Are those keywords relevant?

What market trends/seasonality factors will affect the vocabulary used to describe this product/service? Use Google insights

Internal search – if an internal search box is used, access that data

Competitor keywords – use Google Keyword Tool (URL function) to analyse competitor’s websites/Hitwise

Internal Analytics data

Generic tools - Google keyword tool (with synonyms)/ Wordtracker/ semrush.com

Collate data and analyse trends in individual keywords – pivot with search volume data if available.

Prioritisation Make decisions based on the credibility and validity of the above sources

Research search volume using Google Keyword Tool

Research current search volume using analytics

Research estimated/current conversion rate (if available)

Multiply search volume with estimated/current conversion rate and rank in descending order

Add in strategic and brand keywords (which may not appear above)

SEO: Choose 20-50 target keywords based on above data

PPC: U se all keywords based on estimated/potential conversion rate

Implementation

Monitor, optimise and improve

PPC: Group keywords into AdGroups (max 5 keyword) based on theme – use match type based on how generic keyword is

PPC: Add negatives based on match type used

SEO: Associate each keyword group (max 5 keyword) with a URL – ensure that URL is currently being ranked for each keyword (using site:example.com keyword) – if not PR sculpting is required

SEO: create a ranking spreadsheet and choose frequency of checks

SEO: Monitor position and URL of each keyword regularly in comparison to competitors

Download presentation: www.davechaffey.com/presentations Any questions, any time, do e-mail me: [email_address] Subscribe to my E-marketing Essentials, monthly briefing in What‘s New in Digital Marketing www.davechaffey.com /blog Stay in touch through: www.twitter.com/DaveChaffey www.linkedin.com/in/davechaffey Thank you!

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