UNDERSTANDING KEYWORD RESEARCH<br />Presented by: Greg Meyers<br />
OVERVIEW<br />Why is it important?<br />How to best define what keywords work for you<br />Best Practices for Research<br ...
WHY IS IT IMPORTANT<br />It’s how people can find you.<br />It defines your business or cause<br />It identifies both new ...
WHAT KEYWORDS WORK FOR YOU?<br />The first step in finding keywords is understanding what you are offering and what people...
BEST PRACTICES<br />THE BEST KEYWORDS COME FROM YOUR OWN CONTENT<br />5<br />
BEST PRACTICES<br />Find “goldmine” keywords from existing website content <br />Site Navigation structure helps define di...
HEAD VS. TAIL<br />What’s the difference?<br />Length of the word or phrase of what a human types into a search engine .<b...
HEAD VS. TAIL<br />Mature Smooth Haired Dachshund<br />Dachshund<br />8<br />
SEARCH TERM vs. QUERY<br />SEARCH TERM<br />A keyword or group of keywords that you have already defined in your PPC Adgro...
WHERE ARE THEY USEFUL?<br />Keywords are all around us on the Web<br />&lt;TITLE&gt;<br />&lt;H1&gt;<br />Content<br />&lt...
SEO VS. PPC<br />Similarities:<br />PPC Campaigns and Adgroups require tightly relevant keywords just like a webpage withi...
A CONTINUOUS PROCESS<br />Search Trends change DAILY<br />Maintaining and creating good results in all of search marketing...
KEYWORD TOOLS/SOFTWARE<br />They help us identify the terms people are searching on.<br />FREE & PAID tools are not always...
TOOLS/SOFTWARE AVAILABLE<br />Trellian’s Keyword Discovery offers some great tools such as<br />Seasonality trends<br />Se...
TRELLIAN’S KEYWORD DISCOVERY<br />15<br />
TRELLIAN’S KEYWORD DISCOVERY<br />16<br />
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITIVE SUMMARY<br />17<br />
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR SUBDOMAINS<br />18<br />
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR REFERRERS<br />19<br />
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR ORGANIC SEARCH QUERIES<br />...
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR PPC SEARCH TERMS<br />21<br />
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR ORGANIC SEARCH RANK (SERP)<b...
VALUE OF PAID KEYWORD TOOLS<br />TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE<br />COMPETITOR “CREATE YOUR OWN REPORT”<br ...
Thank You!<br />Trellian Keyword Discovery OFFER!<br />Get 20% OFF Discount & FREE 20 Minute Tutorial<br />www.igesso.com/...
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2009 Philly Search Camp Keyword Research

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2009 Philly Search Camp Keyword Research

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