2009 Philly Search Camp Keyword Research
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2009 Philly Search Camp Keyword Research

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2009 Philly Search Camp Keyword Research Presentation Transcript

  • 1. UNDERSTANDING KEYWORD RESEARCH
    Presented by: Greg Meyers
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. BEST PRACTICES
    THE BEST KEYWORDS COME FROM YOUR OWN CONTENT
    5
  • 6. 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
  • 7. 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
  • 8. HEAD VS. TAIL
    Mature Smooth Haired Dachshund
    Dachshund
    8
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. TRELLIAN’S KEYWORD DISCOVERY
    15
  • 16. TRELLIAN’S KEYWORD DISCOVERY
    16
  • 17. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITIVE SUMMARY
    17
  • 18. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR SUBDOMAINS
    18
  • 19. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR REFERRERS
    19
  • 20. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR ORGANIC SEARCH QUERIES
    20
  • 21. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR PPC SEARCH TERMS
    21
  • 22. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR ORGANIC SEARCH RANK (SERP)
    22
  • 23. VALUE OF PAID KEYWORD TOOLS
    TRELLIAN’S COMPETITIVE INTELLIGENCE SOFTWARE
    COMPETITOR “CREATE YOUR OWN REPORT”
    23
  • 24. 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