www.c1-partners.comOn The Agenda… Why Keyword Research? Keyword Research Tools Getting Started-Developing Your “Core” Local vs. Non Local Tools For Finding The Nuggets & “LowHanging Fruit” Organizing & Refining Your List Analyze Your Competitors ApplicationKeyword Research Tools, Strategies & Methods
www.c1-partners.comWhy keyword research? Market Research Contributes to AllMarketing Activity Pay Per Click Search Engine Optimization Short tail Long tail Social Media Email Marketing Naming Your Business Offline Marketing Efforts How You Talk About Your BusinessKeyword Research Tools, Strategies & Methods
www.c1-partners.comWhat to look for in a keywordtool:• Can you enter in more than onekeyword at a time?• Where do they get their data?• How “deep” do they go?• Is there a free version or free trial period?• Can they extract keywords from websites?• Do they suggest competitors’ and theirkeywords?• Do they tell you how competitive the searchterms are?Keyword Research Tools, Strategies & Methods
www.c1-partners.comKeyword Research Tools• Name a few…• Google• Google Adwords• Bing/Yahoo!• Wordtracker• SEOBook• Spyfu• SEOMoz• SEMRush• Keyword Discovery• Ispionage• Majestic SEO• HubspotKeyword Research Tools, Strategies & Methods
www.c1-partners.comToday We Will Use…• Google/Google Adwords• Spyfu• SEOBook• iSpionageWe will refer to…• The Best Keyword Research Tool• Wordtracker• SEOMoz• SEMRush• Ispionage• Majestic SEOKeyword Research Tools, Strategies & Methods
www.c1-partners.comThe Best Keyword Research Tool• Google Adwords– Exact Volume– Exact Search Terms– Long TailOther Long Tail Tool• Google AnalyticsKeyword Research Tools, Strategies & Methods
www.c1-partners.comGetting Started – Developing Your “Core” Build in a spreadsheet What is your product or servicecalled? How would you search for yourproducts and services? How might others search for yourproducts and services? ***Buyer Persona How are people finding your websitenow? Site analytics What search terms do yourcompetitors seem to be targeting? Do you need to bucket them intodifferent products & services? Do you need to consider localqualifiers? Plug List Into Research ToolKeyword Research Tools, Strategies & Methods
www.c1-partners.comKeyword Research Tools, Strategies & MethodsRefining Your List to 2 Word search terms:• Examples– marketing to internet marketing & digitalmarketing– Massage to massage therapy & massagetherapist– chiropractic to doctor chiropractic– chiropractic to chiropractic denver– software to accounting software– Lawyer to divorce lawyer
www.c1-partners.comBucketing Your Search Terms: Services provided JKJ Sprinklers Landscaping Snow removal Live Well Health Center Chiropractors Massage therapy AcupunctureKeyword Research Tools, Strategies & Methods
www.c1-partners.comBucketing Your Search Terms: Specificity JKJ General: Sprinklers Specific: Sprinkler companies More Specific: Sprinkler repair Niche: Sprinkler system design and installation Live Well Health Center General: Chiropractors Specific: Back pain chiropractors Niche: Traumatic brain injury chiropractorsKeyword Research Tools, Strategies & Methods
www.c1-partners.comBucketing Your Search Terms: Specificity C1 Partners General: marketing Specific: digital marketing More Specific: search engine optimization Niche: search engine optimization for attorneys C and J Lighting General: lighting Specific: commercial lighting More Specific: parking lot lighting services Niche: converting parking lot lighting to LEDKeyword Research Tools, Strategies & Methods
www.c1-partners.comLocal vs. Non Local Local Businesses:(Attorneys, Restaurants, Electricians,Chiropractors, Salons) If you are a local business start with phrases +nearest big city: “electrician denver” Also use micro local terms: “electrician parker” Consider non-localized terms Especially if there is no local data For expanding your reach Different cities may use different search terms Potential Challenge: Not enough preliminarysearch data Solution: Use bigger city and/or national termsKeyword Research Tools, Strategies & Methods
www.c1-partners.com Non-Local Businesses: If you are a local business start with 1 & 2word search terms Example Local running shoe store Shoes Boulder National: Running Shoes Look for specific qualifiers Build more specific lists May be some national niche opportunities Example: Forefoot Running ShoesKeyword Research Tools, Strategies & Methods
www.c1-partners.comKeyword Research Tools, Strategies & MethodsSorting The Exported List• Add a Column to the left you can add numbersto, so you can rate each term.• Sort the search terms in Local MonthlySearches column from highest to lowest.• Read the list from the top down– Number 1: General Search Term– Number 2: Targeted Search Term– Number 3: Very Targeted/Niche Search Terms– Leave Blank: All Other Search Terms.• Too many results?– Refine to 2 Word search termsLet’s go live…
www.c1-partners.comFinding NuggetsThe Key To WinningAgainst Giants:1. Compete whereyou can in theshort run with“long tail” searchterms.2. Keep an eye on themore competitiveterms down theroad.
www.c1-partners.comKeyword Research Tools, Strategies & Methods Finding the Low Hanging Fruit Relatively high search volume andlow competition Niche Terms Google Adwords Google Analytics Wordtracker CompetitorsLet’s go live…
www.c1-partners.comKeyword Research Tools, Strategies & Methods Competitive Research Search Your Most Competitive Terms Write Down Competitors Plug The Into Tools Google Adwords iSpionage Spyfu
www.c1-partners.comKeyword Research Tools, Strategies & MethodsApplication Applying to Your Website Architecture for SEO& User Friendly Experience Navigation “Landing” Pages Internal links URLs, Titles, H1s Page Content Blog posts Find blog topics Applying to Social Media Blogs Tweets/Facebook/LinkedIn Posts Applying to Pay Per Click…
www.c1-partners.comKeyword Research Tools, Strategies & MethodsApplying to PPC Change to “Phrase Match” Assumptions 2 % Click Through Rate 3% Conversion Rate Discover Estimates For Budget Traffic Conversions Cost per Conversion Ads Landing Pages Implement Broad Use Negatives Add “Exact” & “Phrase”
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