Winning at Keyword Research<br />Larry Kim, Founder, CTO<br />April 26, 2011<br />
My Take on Keyword Research!<br />A formula for winning at Keyword Research, SEO and PPC<br />Understanding Keyword Niches...
But First, Let me to Introduce Myself :)<br />3<br />I’ve been doing PPC & SEO for 10 Years!<br />Both In-house and as a c...
My Take on Keyword Research<br />4<br />I think of Keyword Research, SEO and PPC as a Game!<br />Every Month People Search...
My Take on Keyword Research (Con’t)<br />5<br />So… What’s the Goal of this game?<br />To show up in as many relevant, pop...
Winning the Keyword Research Game<br />6<br />Figure exactly how people are searching for your products/services<br />Be S...
Step 1: Figure out how people are searchingfor your stuff<br />Brainstorming<br />Books, Articles, People, etc.<br />Your ...
Step 2: Break up your big list of keywords into smaller lists (“keyword niches”), then prioritize.<br />Our big list of ke...
Keyword Niche Example<br />9<br />Consider the number of different ways that people search for “Xbox 360”.<br /><ul><li>Xb...
Over 130k different ways of searching for “Xbox 360”!!
This principle is known as the “Long Tail of Search”
Since there are just too many keywords, we’re going to have to triage.</li></li></ul><li>Example: Breaking up a Big Keywor...
It should be something relevant to your business<br />It should be small & specific<br />Try breaking it up big keyword ni...
Think back to the objectives of the game:<br />To show up in as many relevant searches as possible (in paid & organic list...
13<br />Step 3: Act! – Apply Keyword Niches to PPC Campaign Creation<br />In Paid Search a Key Metric is Quality Score. A ...
Group together closely related keywords
Write relevant text ads and destination pages
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Webinar: Winning with Keyword Research

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Webinar: Winning with Keyword Research

  1. 1. Winning at Keyword Research<br />Larry Kim, Founder, CTO<br />April 26, 2011<br />
  2. 2. My Take on Keyword Research!<br />A formula for winning at Keyword Research, SEO and PPC<br />Understanding Keyword Niches<br />Introducing the WordStream Keyword Research Suite<br />Questions & Answers<br />Today’s Agenda<br />2<br />
  3. 3. But First, Let me to Introduce Myself :)<br />3<br />I’ve been doing PPC & SEO for 10 Years!<br />Both In-house and as a consultant<br />Worked for companies like Adobe, Progress Software, Altova<br />3 Years ago, I started WordStream!<br />Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools<br />We help people get their website found on the internet!<br />
  4. 4. My Take on Keyword Research<br />4<br />I think of Keyword Research, SEO and PPC as a Game!<br />Every Month People Search for Billions of things on Google, so…<br />Our Job as search marketers is to anticipate what people are searching for, and come up with something relevant to say.<br />
  5. 5. My Take on Keyword Research (Con’t)<br />5<br />So… What’s the Goal of this game?<br />To show up in as many relevant, popular searches as possible (in paid & organic listings), preferably somewhere in the top 5 results.<br />This is known as “dominating a search category”.<br />And why should I care?<br />Everyone uses Search Engines!<br />Drive awareness of your Company / Brand<br />Generate a stream of highly qualified leads & sales<br />All at the expense of your competitors!<br />
  6. 6. Winning the Keyword Research Game<br />6<br />Figure exactly how people are searching for your products/services<br />Be Specific, be Relevant, be Exhaustive.<br />Come up with a plan of action<br />Break up your big list of keywords into smaller lists (“keyword niches”). Prioritize the list.<br />Take action!<br />It’s important to balance “researching” with “doing” <br />Create PPC Campaigns & SEO content creation (corresponding to your plan in Step 2)<br />Continuous optimization of your PPC campaigns and SEO content<br />
  7. 7. Step 1: Figure out how people are searchingfor your stuff<br />Brainstorming<br />Books, Articles, People, etc.<br />Your own Web Site<br />Google Analytics, Omniture, Google AdWords, etc.<br />How people have found you in the past<br />Keyword Suggestion Tools<br />Google Keyword Tool <br />Other Keyword Tools (like WordStream!) <br />7<br />Tip: Be specific, relevant, and exhaustive.<br />
  8. 8. Step 2: Break up your big list of keywords into smaller lists (“keyword niches”), then prioritize.<br />Our big list of keywords is just too huge.<br />Since many of the keywords on our big keyword list will contain similar words and phrases we can group together similar keywords to form smaller, more targeted keyword lists (called “keyword niches”).<br />Let’s see an example of this.<br />8<br />
  9. 9. Keyword Niche Example<br />9<br />Consider the number of different ways that people search for “Xbox 360”.<br /><ul><li>Xbox 360, video xbox 360, xbox 360 games, controller xbox 360, xbox 360 video games, xbox 360 wireless, xbox 360 consoles, xbox 360 hard drive, etc.
  10. 10. Over 130k different ways of searching for “Xbox 360”!!
  11. 11. This principle is known as the “Long Tail of Search”
  12. 12. Since there are just too many keywords, we’re going to have to triage.</li></li></ul><li>Example: Breaking up a Big Keyword List into Smaller Keyword Niches<br />10<br />Example Starting Keyword List<br />Xbox 360<br />Xbox 360 consoles<br />Xbox 360 games<br />Xbox 360 cheats<br />console Xbox 360<br />Xbox 360 video games<br />Xbox 360 hard drive<br />Top xbox 360 games<br />Red xbox 360 console<br />xbox 360 hard drive accessories<br />120gb xbox 360 hard drive<br />games for xbox 360<br />… (etc.)<br />Xbox 360<br />“Xbox  Games”<br />Xbox 360 games<br />Xbox 360 video games<br />Games for xbox 360<br />Top xbox 360 games<br />“Xbox  Console”<br />Xbox 360 consoles<br />Red xbox 360 console<br />Console xbox 360<br />“Xbox  hard drive”<br />Xbox 360 hard drive<br />xbox 360 hard drive accessories<br />120gb xbox 360 hard drive<br />
  13. 13. It should be something relevant to your business<br />It should be small & specific<br />Try breaking it up big keyword niches into smaller ones.<br />Think of the intent of the user’s search (what were they looking for when they ran the search?) – make sure that the keywords in your niche have similar intent. <br />Try to target “Mid-Tail” Keywords (words that aren’t excessively broad/un-specific like “xbox”, yet aren’t too specific either). Like “buy xbox 360 games”<br />What Makes a Good Keyword Niche?<br />11<br />
  14. 14. Think back to the objectives of the game:<br />To show up in as many relevant searches as possible (in paid & organic listings), preferably somewhere in the top 5 results.<br />Since your list of keyword niches represents relevant categories of stuff that people are searching for, we need to:<br />Publish SEO Web content that targets each keyword niche.<br />Create a PPC ad for each keyword niche.<br />Note: This is Step 3 of my keyword research process.<br />The process of compiling your list of keywords and categorizing them into keyword niches is also known as creating your Taxonomy.<br />Why Keyword Niches Matter<br />12<br />
  15. 15. 13<br />Step 3: Act! – Apply Keyword Niches to PPC Campaign Creation<br />In Paid Search a Key Metric is Quality Score. A higher Quality Score yields:<br />Better Ad Exposure (Higher Ad Position)<br />Lower Cost per click<br />Better Conversion Rate<br />To Optimize your PPC Campaign’s Quality Score:<br /><ul><li>Use specific keywords and negative keywords
  16. 16. Group together closely related keywords
  17. 17. Write relevant text ads and destination pages
  18. 18. Repeat!</li></li></ul><li>Author lots of original Web Pages…<br /><ul><li>Specifically themed around narrow subjects
  19. 19. One page per Keyword Niche.
  20. 20. Organize content with relevant intelligent information architecture
  21. 21. Repeat!</li></ul>Step 3: Act – Apply Keyword Niches to On-Page SEO <br />14<br />
  22. 22. WordStream Keyword Research Suite – Live Product Demonstration!<br />New Product released April, 2011<br />Product Demo<br />15<br />
  23. 23. Figure exactly how people are searching for your products/services<br />Be Specific, be Relevant, be Exhaustive.<br />Come up with a plan of action<br />Break up your big list of keywords into smaller lists (“keyword niches”). Prioritize the list.<br />Take action!<br />It’s important to balance “researching” with “doing” <br />Create PPC Campaigns & SEO content creation (corresponding to your plan in Step 2)<br />Continuous optimization<br />Summary: Winning the Keyword Research Game<br />16<br />
  24. 24. Your Questions<br />17<br />Thank you for attending WordStream’s webinar on Winning the Keyword Research game.<br />Don’t forget to sign up for a Keyword Research Suite:<br />www.wordstream.com/try<br />Learn more about Keyword Research at:<br />www.wordstream.com/blog<br />Or contact me directly:<br />lkim@wordstream.com<br />http://twitter.com/larrykim<br />

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