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Keyword Mastery: Keyword Research for Beginners
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Keyword Mastery: Keyword Research for Beginners


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  • 1. KEYWORD MASTERY ANDREW MASON Colston Office Centre Wednesday 18th July
  • 2. Who Am I?Andrew MasonMowbray Publishing LtdKEYWORD RESEARCH & CONTENT MARKETINGWebsite: 07796 002945Twitter: @ADMason
  • 3. WHAT IS KEYWORD RESEARCH? A keyword can actually consist of1 one, two, three or more words. Keyword research isn’t the same as 2 search engine optimisation (SEO).
  • 4. Ten Benefits of Keyword Research – Part I1. Remove incorrect assumptions about how people search for your product or service. Always remember that you’re not your own customer.2. Pull quantitative data for your market research. Is the demand acceptable and encouraging? Is the competition manageable?3. Judge whether you can successfully rank highly in the search engines for a particular keyword.4. Create a list of topics to cover in your article marketing.5. Identify your ideal internet domain names. (Don’t hyphenate them.)
  • 5. Ten Benefits of Keyword Research – Part 26. Pull pay per click (PPC) data, if you wish to run a PPC campaign.7. Target keywords with a greater potential to convert. Specificity is key.8. Divide and conquer your keywords.9. Create relevant product names based on what people are searching for. (Use your customers’ search query language. Compare 110,000 global monthly exact searches for ‘backpacks’, against 14,800 searches for ‘rucksacks’.)10. Rebrand and remonetise discontinued products.Recommendation: Microsoft Windows 7, and Microsoft Excel 2007 or Excel 2010.(Windows XP, Excel 2003 or OpenOffice Calc will make life more difficult.)
  • 6. How Do I Do Keyword Research? Part I1. Identify the root keyword.2. Launch the Google AdWords Keyword Tool ( by typing ‘keyword tool’ into Google, and select the top result.3. Enter the root keyword in the Word or phrase field.4. Select the ‘Exact’ match type, and deselect ‘Broad’.5. Select the most relevant location information and minimum search volume (100 recommended) under the Advanced Options and Filters section.6. Hit Search, and download the results as a CSV file.
  • 7. How Do I Do Keyword Research? - Part 2Add the following data columns:1. Search volume (Google AdWords Keyword Tool)2. Length (Excel code)3. Competing Sites (keyword in double quotes into Google)4. Average PageRank ( PPC data (Google AdWords Keyword Tool)6. Formula (Excel code)Recommendation: steps 3 & 4 can be automated using the Keyword Advantage tool,
  • 8. Negative Keywords ‘FREE’ ‘Cheap’• e.g. golf website, ‘Volkswagen’ and ‘VW’ are negative keywords
  • 9. Long-Tail KeywordsRoot keywords tend to: Conversely, long-tail keywords tend to:• be very highly competitive • be less competitive• be used by those with informational intent • be used by those with transactional intent• take longer to rank in the SERPs • be ranked more quickly in the SERPs• have low clickthrough rates and, ultimately, low • have higher clickthrough rates conversion rates and higher conversion rates
  • 10. 12 Sources of Keywords – Part 1• Competing Websites – ‘’• Google Analytics –• Google Site Search –• Google Autocomplete – Firefox is the best tool for this, and this process can be semi-automated by using• Microsoft Advertising Intelligence – Microsoft’s Online Commercial Intent tool has been replaced and upgraded by the Microsoft Advertising Intelligence tool:• Misspellings
  • 11. 12 Sources of Keywords – Part 2• Keyword Derivations – Plurals, prefixes, suffixes:• Direct Surveys – Mailing list, Facebook, Twitter  SurveyMonkey (• Forums – [keyword “forum”], market segmentation, persona.• Tag Clouds• Server Logs –• The ~ Operator
  • 12. Local Search• Keyword List Generator –• GeoNames –• Native-Language Vocabulary• Listings – Google Places ( – (
  • 13. Mobile SearchMobile share (source• June 2009 1.19%• June 2010 3.23%• June 2011 7.25%• June 2012 11.13%Google AdWords Keyword Tool  ‘Mobile deviceswith full internet browsers’
  • 14. How Do I make Keywords Work For Me? – Part 1On-Page Optimisation:• Domain• Page URLs• Image Optimisation – src and alt• Page Titles• Description Meta Tag• Keyword Meta Tag• Internal Link Anchor Text
  • 15. How Do I make Keywords Work For Me? – Part 2Off-Page Optimisation:• Article Marketing• Forum Participation• Blog CommentsPay Per Click
  • 16. Final WordKeep the use of your keywords natural. Don’t overdo it. The hand-out is available for downloadable from: