01 Keyword Tool


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Use Google's Keyword Tool to research keyword opportunities in your industry. Learn how to choose and refine keywords to find opportunities and niches.

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  • Introduce keyword tool – using google’s keyword tool to explore keyword opportunities & refine a list of keywords. You’ll then use those keywords in Adwords – set up campaign, write an adAnalytics – get code for analytics setup, learn the basics, custom reportsPlaces – list your business and explore how local search is more and more importantAlerts – quick, snappy way of keeping up to date
  • Very simply – we want to find terms that real people are searching
  • So here,
  • Keyword is dog sitter
  • Whatgoogle does 1
  • Whatgoogle does 2
  • These Google resultsGoogle’s goal – get someone coming backIntroduce idea of relevance 
  • Topics and subjects of relevanceGoogle infers a lot, but it will always KNOW that if a keyword appears on a website, that equals relevance
  • So if you want to be seen as relevant, you need keywords in your site content
  • And that’s broadly how you go about making sure your site is ranking*maybe a bit about how sites largely don’t contain the search terms they want to rank for*There are more issues to this, and that’s what a lot of SEO is concerned with – Search Engine Optimisation, all about optimising websites so they can be better found by search engines, and rank higher. IF you don’t have your keywords right, all other SEO is lost.
  • So this takes us to the keyword tool screen. Before we hit up any of the stuff here, it’s important to understand that Google holds a lot of information back if you’re not an Adwords advertiser and you don’t have a Google account. Remember, Google is making this information available on the basis of it being used by an advertiser, and Google generates money from advertisers. So, if we’re going to make best use of this tool and the information it can give us, let’s 
  • Sign In via this link at top right, and we’ll link our Google accounts to Adwords accounts.
  • So here we are at the main Adwords access screen – so let’s 
  • .. go ahead and sign in. Hopefully everyone’s remembered their password! Incidentally, make sure you have 
  • .. this checkbox ticked, “stay signed in”. You may have found this previously, a lot of the time when you flit to and from various Google products you need to keep entering your password. This is great practice for remembering your password, but it’s also quite annoying. We’re going to be doing a lot of flicking around various Google products today, so wherever you see one of these Stay Signed In options, make sure it’s checked 
  • Okay so we just need to do a couple of steps to verify the account and get it set up with Adwords. First up, 
  • .. Select the timezone from the drop down menu here, 
  • Then just check the timezone and currency are all as they should be before we go ahead and click the
  • Continue button.
  • So, you should then see this success screen – if so, let’s go ahead and click the 
  • Ads wont run till payment No payment today
  • .. Sign in to your Adwords account button, and we’ve unlocked all that functionality on the Keyword Tool.
  • Okay, so first up let’s make sure we’re looking at the right targeting for our campaigns. This is important, since the data for the Australian market is usually way off the rest of the world, particularly the US.
  • So we’ll take a look at these Advanced Options – which really aren’t all that advanced – before we go anywhere further.
  • Okay, so in the Advanced Options section, let’s first pin down the 
  • Location. Naturally, we can assume that most of the time we want to be working with Australia, it’s but if you’re ever looking at overseas markets, it’s important to make sure you’re looking at the right dataset. It sounds almost too silly to mention, but people in different countries actually DO use different words and phrases to describe products and services. Moreover, this data is made available by Google on a country-specific basis, so we should use it. It’s a great way of breaking down some actual FACTS about the differences between marketplaces. Awesome market research. Incidentally, if you ever happen to click the back button, you might find these settings reset themselves back to their original USA status. Which is super-annoying.
  • Just incidentally, you can leave Adult Ideas unchecked.This strips out sexual keywords and markets, but also gambling related
  • Next up, Google has recently opened things up to show keyword usage stats and patterns for mobile devices, separately from desktop and laptop “normal” computers. We’re sticking with normal searchers today, but I think the point that Google is making with this data is that mobile is going to grow and grow and they want advertisers to think more about these platforms. Mobile search applies to some business more than others, so at this time I don’t think it’s something everybody in this room needs to be concerned about.
  • .. Just close down the Advanced Options panel using the same link we used to bring them up. By closing the advanced options, we’re saving the options we just specified, and giving us some more space to work.
  • Okay so now we’ve set the keyword tool up with what we want it to find for us, let’s kick it off and get it started.
  • In this main box here, I want you to type a very simple, very broad keyword into this box. One or two wordsNow this is a keyword that needs to align well with what your business sells. Don’t put business name – if you’re McDonalds, you type in burger, nor McDonalds. Remember this is all about how people search for the products, without necessarily knowing who it is they want to sell them those products. So what I’m going to do is type in a very general keyword that’s something we’re going to use in a lot of examples, and that’s the word…
  • Shoes. SO let’s click the
  • Search box, and see what happens…
  • Okay, so you should now see a chunk of data. Don’t let it look like it’s overwhelming, it all looks overwhelming at first.
  • So starting on the left, these are the keywords that Google has sourced for us. These are all keywords searched by real people, data stored anonymously by Google. Note how I thought I was selling shoes, but I’m seeing results fro RMK Shoes, Peep Toe Shoes, Nike Shoes, Zu Shoes and Cheap Shoes. Chances are, I don’t sell all of those. So, even in this quick exercise we’ve seen how using the tool can help a business learn how it needs to define itself online.
  • Second up, Competition. This is a graphical expression of how much competition there is out there on the web. DON’T MENTION ADWORDS The more of the bar is filled up, the more competitive a search term. Sometimes this can be really interesting, take a look at
  • ..shoes, vs shoes online australiaThere’s more competition on the second search term, which tells us that someone wants to buy shoes online and from an australian storeCommercial intent
  • Anyway, the next column. Global monthly searches. This does what it says on the tin – Google is giving us the number of times each month a keyword is searched online. Three numbers of dataNormalised data – don’t take it as gospel
  • Back to these two keywords, and see what the difference is between search volumeWay more people are looking for ShoesBut the smaller niche keyword is more likely to convert
  • Okay, so Local Monthly Searches, this tells us how many times each month a search is made within Australia. This, for most of us, is the figure we want to be looking at most. Global results tend to be hugely skewed by the USA. If you were to look at all the most popular searches, you’d see Superbowl way up there. So you might think that opening a shop in Adelaide selling Superbowl merchandise would be a good business decision. You would fail. This is the most important factor for what we’re going to do today, so let’s sort the keywords by local monthly searches.
  • Up here, you’ll see Sorted by Relevance
  • So let’s head up to this Sorted By link, click the down arrow, and we’ll select Local Monthly Searches.
  • So, we now have a better overview of the keywords that move and shake the Australian market. But that’s still quite a lot of keywords, and even the lower-down-the-screen keywords are getting 30,000 searches a month, so they’re all pretty good.
  • So let’s say that I mostly sell running shoes. That’s a good keyword that sums up what I do, there’s 27,000 people looking for them each month in Australia, the competition isn’t too bad and the trends are generally positive. So that’s going to be one of my main keywords right there. I’m not too concerned with other keywords here. What I’d like to do is to drill down into this data and pull out the keywords that relate to running shoes.
  • What I’m going to do is to specify “running” as an Include Term in this box…
  • What I’m going to do is to specify “running” as an Include Term in this box…
  • And we should see something like this. Here, we’re seeing some very specific keywords. I love these keywords, they’re very relevant to my business. I’m going to pick Asics Running ShoesNike Free Running ShoesMizuno Running ShoesNewton Running Shoes -- in addition to my Running Shoes, that’s my keyword list right there. Now go for it 
  • Just a quick word on some of these options on the left hand side. Categories, this is a recent-ish feature that’s generally pretty useless. Categories are for browsing – think eBay, you might browse by footwear, then by running shoes, then by brand. I can’t really see why Google offers this sort of slicing mechanism for keywords; if your list of keywords in the main window needs to be narrowed-down by category then I think there’s a fundamental problem with the main root keyword you entered. But yep, they might figure out a way for it to be used.
  • This next section is a little more important, so let’s spend a bit of time discussing it. Match type. We’ve got Broad, Phrase and ExactThey reflect ways search engines return results
  • So broad match: all of the keywords in any order. Let’s take a look at an example:
  • So if I search running shoes as broad match, I might get results for (as displayed)It also has its downside. Check this final keyword
  • .. Running a shop that sells shoes. This isn’t a site about running shoes, but it might appear in my results
  • So phrase match, as the name suggests, matches the phrase. All of the keywords in the specified order, with or without other keywords. The key thing here is this is idea of
  • In the specified order. Remember broad match looked for keywords in any order; phrase match gets more specific and says, don’t give me matches for keywords that don’t pair my specified words together.
  • So these keywords, they’re all very nice and relevant. Phrase match is great like this – if you search Google with quotes around the keyword, it’s phrase match
  • Exact Match, I guess by now you already know what this is. All of the keywords, in the order I specify, with no other keywords at all. Zip, nada, diddly. 
  • So you see here that the exact match search will match only [running shoes]. None of those others will be picked up on exact match, even though they have the words in the right order, because there are other keywords present.
  • Throughout the material you’ll see today, and across a lot of online and dead tree stuff about SEO and web marketing, there’s a naming convention for the different types of matches. Broad Match, people just tend to put the keywords just by themselves. Phrase Match surrounds the keywords with quotation marks, and Exact Match with square brackets. It’s an important distinction to get to grips with, it can be a little fiddly but once you’re with it, you’re with it.
  • Make sure these keywords have been recorded somewhere – email to yourself is great idea
  • 01 Keyword Tool

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    2. 2. Keywords<br />A Keyword is what someone types<br />into Google when they search<br />
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    5. 5. What Google Does<br />Searches an index of web pages<br />
    6. 6. What Google Does<br />Looks for the best match for the keyword<br />
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    8. 8. Keywords<br />Google loves relevance<br />
    9. 9. Keywords<br />Keywords in your site’s content<br />=<br />Relevance<br />
    10. 10. Keywords<br />Keywords in your site’s content<br />=<br />Relevance<br />=<br />Your site ranks for a search<br />
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    50. 50. Broad Match<br />“All of the keywords in any order, and they don’t have to be together.”<br />
    51. 51. Broad Match<br />running shoes<br />shoes to go running<br />running shoes online <br />
    52. 52. Broad Match<br />running shoes<br />shoes to go running<br />running shoes online <br />running a shop that sells shoes<br />
    53. 53. Phrase Match<br />“All of the keywords in the specified order, with or without other keywords”<br />
    54. 54. Phrase Match<br />“All of the keywords in the specified order, with or without other keywords”<br />
    55. 55. Phrase Match<br />“running shoes”<br />good running shoes for a beginner<br />best running shoes under $50<br />helping knee rehabilitation with good running shoes<br />running a shop that sells shoes<br />
    56. 56. Exact Match<br />“All of the keywords in the specified order, with no other keywords”<br />
    57. 57. Exact Match<br />[running shoes]<br />running shoes<br />good running shoes for a beginner<br />best running shoes under $50<br />running a shop that sells shoes<br />
    58. 58. Broad Match<br />“Phrase Match”<br />[Exact Match]<br />
    59. 59. Email your keywords to yourself <br />Ensure they’re accessible later today!<br />