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Webinar: Winning with Keyword Research
 

Webinar: Winning with Keyword Research

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Join Larry Kim as he shares his personal keyword research strategies.

Join Larry Kim as he shares his personal keyword research strategies.

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    Webinar: Winning with Keyword Research Webinar: Winning with Keyword Research Presentation Transcript

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