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2009 Philly Search Camp Keyword Research
 

2009 Philly Search Camp Keyword Research

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    2009 Philly Search Camp Keyword Research 2009 Philly Search Camp Keyword Research Presentation Transcript

    • UNDERSTANDING KEYWORD RESEARCH
      Presented by: Greg Meyers
    • OVERVIEW
      Why is it important?
      How to best define what keywords work for you
      Best Practices for Research
      Head vs. the Tail
      Search Term vs. Search Query
      Where Are Keywords Useful
      Keyword Research: SEO vs. PPC
      Keyword Tools – Simple Process
      It’s a long term process
      “In-depth” review of Trellian’sKeywordDiscovery Software
      2
    • WHY IS IT IMPORTANT
      It’s how people can find you.
      It defines your business or cause
      It identifies both new and existing customers
      It’s the driving force behind website traffic
      It’s the method by which society uses to find what they want
      3
    • WHAT KEYWORDS WORK FOR YOU?
      The first step in finding keywords is understanding what you are offering and what people are searching on to find your product
      Keywords can be broken down in Tiers
      Broad BUSINESS category
      Broad PRODUCT category
      Product/service MODEL category
      Product/service STYLE category
      Product/service FEATURES category
      Misspellings
      RELATED keywords
      4
    • BEST PRACTICES
      THE BEST KEYWORDS COME FROM YOUR OWN CONTENT
      5
    • BEST PRACTICES
      Find “goldmine” keywords from existing website content
      Site Navigation structure helps define distinct PPC Campaigns, Adgroups and Keywords.
      Utilize for you internal site search results. See what people are searching for on your site. Most likely they will use that to type in Google
      Use SKUs and Model Numbers of products as keywords, as searches often search specifically for that.
      6
    • HEAD VS. TAIL
      What’s the difference?
      Length of the word or phrase of what a human types into a search engine .
      Head Terms usually:
      Drive most of your traffic
      Most expensive for PPC
      Most competitive (all search)
      Hardest to win (all search)
      Drive most traffic but not best performers
      Long Tail usually:
      Drives least amount of traffic
      Least expensive for PPC
      Less competitive (all search)
      Easier to win (all search)
      Drives less but more qualified traffic to website
      7
    • HEAD VS. TAIL
      Mature Smooth Haired Dachshund
      Dachshund
      8
    • SEARCH TERM vs. QUERY
      SEARCH TERM
      A keyword or group of keywords that you have already defined in your PPC Adgroup.
      SEARCH QUERY:
      What the “actual” word or group of words the user typed into the search engine.
      WHERE CAN I SEE THIS?
      Most Web Analytics software and Google Reporting. (however, Google reporting is not very reliable)
      9
    • WHERE ARE THEY USEFUL?
      Keywords are all around us on the Web
      <TITLE>
      <H1>
      Content
      <a href>
      Anchor Text
      Domain/URLs
      Image files names
      Social Network Account Names
      In what we twitter
      PPC Ads
      10
    • SEO VS. PPC
      Similarities:
      PPC Campaigns and Adgroups require tightly relevant keywords just like a webpage within a site for a particular product or service.
      Differences:
      The competitive saturations of the two are different
      In PPC you negative keywords to filter traffic
      In Keyword Matching Option
      11
    • A CONTINUOUS PROCESS
      Search Trends change DAILY
      Maintaining and creating good results in all of search marketing requires constant tweaking.
      Find what works and keep improving it
      Put a plan in place for future products/servics
      Perform audit of all Image File Names and Optimize
      Perform audit of all URL Names and Optimize
      12
    • KEYWORD TOOLS/SOFTWARE
      They help us identify the terms people are searching on.
      FREE & PAID tools are not always 100% accurate.
      Can be more accurate than Google Keyword tool
      Pure Benefits: They help you identify what is already proven to “searchable”
      Head (Short Tail) Terms
      Long Tail Terms
      Negative Keywords
      Misspelling
      Indirect Keywords
      13
    • TOOLS/SOFTWARE AVAILABLE
      Trellian’s Keyword Discovery offers some great tools such as
      Seasonality trends
      Search engine market share
      Easy to identify negative keywords
      Easy to identify misspellings
      Ability to create projects for multiple team members.
      FREE TOOLS
      14
    • TRELLIAN’S KEYWORD DISCOVERY
      15
    • TRELLIAN’S KEYWORD DISCOVERY
      16
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITIVE SUMMARY
      17
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR SUBDOMAINS
      18
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR REFERRERS
      19
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR ORGANIC SEARCH QUERIES
      20
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR PPC SEARCH TERMS
      21
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR ORGANIC SEARCH RANK (SERP)
      22
    • VALUE OF PAID KEYWORD TOOLS
      TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
      COMPETITOR “CREATE YOUR OWN REPORT”
      23
    • Thank You!
      Trellian Keyword Discovery OFFER!
      Get 20% OFF Discount & FREE 20 Minute Tutorial
      www.igesso.com/KeywordDiscovery
      Greg Meyers– Founder, iGESSOInternet Marketing
      Phone: (610) 827-0121, Email: greg@igesso.com
      Website: http://www.igesso.com
      Blog: http://www.semgeek.com
      DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp