FREE Keyword Research Guide for Search Engine Marketing - WordStream


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Keyword research is critical to achieving success with pay-per-click (PPC) and search engine optimization (SEO). Learn how to conduct keyword research in our FREE keyword research guide for search engine marketing.

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FREE Keyword Research Guide for Search Engine Marketing - WordStream

  1. 1. WordStream, Inc. <br />Boston SEO MeetupEffective Keyword Research for SEO and PPC<br />Larry Kim, Founder and VP of Products, WordStream, Inc., <br />June 15, 2009<br />
  2. 2. What is Keyword Research?<br />Discovering & analyzing a company’s search taxonomy (the universe of search queries of search engine users that are relevant to an organization’s business)<br />Leveraging the understanding of your keyword taxonomy to continuously inform and optimize SEO and/or PPC efforts<br />It’s the most important task in search marketing since:<br />In PPC, you’re essentially paying for clicks on search queries<br />In SEO, you have to model your content around actual search queries<br />Do a bad job at keyword research, nothing else will work optimally in search marketing<br />Also potentially the hardest task in search marketing to do well<br />WordStream, Inc. <br />
  3. 3. Keyword Research Challenges<br />Billions of Keywords to Choose From!<br />Keyword Suggestion Tools are Limited<br />Popular keywords isn’t the same thing as relevant keywords<br />Same keywords available to everyone<br />“Low Resolution”, missing out on “Mid-tail” and “Long-Tail” Terms.<br />Generating a keyword list isn’t “keyword research”!<br />Negative Keywords are critically important yet hard to identify<br />How do you organize huge keyword lists?<br />How do you make keyword research dynamic and iterative?<br />How do you know where to focus your attention?<br />How do you co-ordinate a team of individual contributors?<br />WordStream, Inc. <br />
  4. 4. WordStream, Inc. <br />Tonight’s Agenda<br />Keyword Research Best Practices for PPC & SEO<br />Overview of WordStream Solution for Keyword Management<br />Questions & Answers<br />
  5. 5. WordStream, Inc. <br />Step 1: Build a Keyword Database<br />Treat your Keyword Research is a valuable, proprietary asset.<br />Public Keyword Tools: <br />Keyword Suggestion Tools, Competitive Keyword Tools, etc.<br />Private Keyword Tools:<br />Web Server Log Files, Keyword Reports from Web Analytics, Search Query Reports from Google AdWords<br />Aggregate all this data<br />Measure what keywords generated what outcomes (e.g.: clicks and conversions, etc.)<br />Important note: Real data from private sources is worth more than estimated data from public sources<br />
  6. 6. WordStream, Inc. <br />Step 2: Group and Organize Keywords<br />A huge keyword list isn’t actionable for PPC & SEO<br />You first need organize into smaller lists based on different keyword segmentations <br />First Identify broad topics first, then create sub-groupings around more narrowly focused keyword niches<br />Keyword segmentations should be discriminating<br />Focus on traffic and goal producing segmentations<br />
  7. 7. Why Keyword Organization Matters for PPC<br />Optimize your campaign by following Google’s best practices for maximizing Quality Score (Relevancy)<br /><ul><li>Select specific keywords and negative keywords
  8. 8. Group together closely related keywords
  9. 9. Write relevant text ads and destination pages
  10. 10. Higher Quality Score: Better Exposure, Lower Minimum Bids, Lower Cost Per Click
  11. 11. Makes bid manipulation more effective, improves conversion rates</li></ul>WordStream, Inc. <br />
  12. 12. Why Keyword Organization is key for SEO<br />Author lots of <br />original Web Pages…<br /><ul><li>Specifically themed around narrow subjects
  13. 13. Includes long-tail keyword variations in the page copy
  14. 14. Organize content with relevant intelligent information architecture
  15. 15. Use as landing pages for PPC campaigns
  16. 16. Repeat!</li></ul>WordStream, Inc. <br />
  17. 17. WordStream, Inc. <br />Step 3: Negative Keyword Expansion<br />Make sure your Negative Keyword Expansion is keeping up with your keyword expansion<br />Keyword Research can reveal terms you’re inadvertently broad matched against<br />
  18. 18. WordStream, Inc. <br />Step 4: Make Keyword Research Continuous<br />Re-factor new keyword opportunities into your existing keyword research<br />
  19. 19. WordStream, Inc. <br />Step 5: Prioritize PPC & SEO Workflow<br />Build up a database of relevant search queries, organize into smaller groupings of related keywords<br />Systematically generate coverage in paid and/or sponsored listings by publishing Web content and ad groups.<br />This can take forever, so prioritize: <br />Focus on keyword groupings that actually generate traffic and conversions on your site.<br />Leverage PPC data to inform SEO if possible<br />
  20. 20. WordStream, Inc. <br />Step 6: Act!<br />Don’t get too lost in dashboards and reports<br />Stick to a plan: X new web pages or ad groups per week<br />If you don’t add new stuff, you’ll probably generate similar results<br />Repeat the process<br />
  21. 21. WordStream, Inc. <br />Summary of Keyword Research Best Practices<br />Private & Proprietary Nature<br />Personalized and Based on Real Traffic & Conversions<br />Keyword Grouping & Organization<br />Continuous & Iterative<br />Should include ongoing Negative Keyword expansion<br />Data-Driven & Actionable<br />Should leverage both PPC and SEO data<br />Break down into prioritized tasks<br />
  22. 22. WordStream Overview<br />WordStream is a provider of Keyword Management Solutions for working with large numbers of keywords to build and optimize PPC and SEO on an continuous basis. <br />We provide search marketers with a private online keyword workbench for conducting keyword discovery, research, grouping & organization and workflow, as well as integrated tools to take action on their keyword research.<br />WordStream, Inc. <br />
  23. 23. Keyword Aggregation<br /> Import Keyword Data from a Variety of Different Sources<br /> Continuous Keyword Discovery continuous and dynamic<br />WordStream, Inc. <br />
  24. 24. Keyword Analysis<br /> Long tail keyword analysis tools<br /> Determine what keywords led to what outcomes<br />WordStream, Inc. <br />
  25. 25. Keyword Organization<br /> Suggests ways to segment keyword lists<br /> New keywords are automatically organized!<br />WordStream, Inc. <br />
  26. 26. Actionable PPC & SEO Tools<br /> Turn Keyword segmentations into Ad Groups<br /> Associate keyword groupings with Web Pages for SEO<br />WordStream, Inc. <br />
  27. 27. Negative Keyword Tool<br /> Suggests Negative Keywords<br />WordStream, Inc. <br />
  28. 28. PPC & SEO Workflow Tools<br /> Each keyword grouping has associated tasks<br /> Prioritize tasks based on user defined criteria<br />WordStream, Inc. <br />
  29. 29. Questions?<br />If you have any comments or questions about this presentation, contact Larry directly:<br /><br /><br />WordStream, Inc. <br />