www.c1-partners.comKeyword Research:Tools, Strategies & Methods
www.c1-partners.comOn The Agenda… Why Keyword Research? Keyword Research Tools Getting Started-Developing Your “Core” ...
www.c1-partners.comWhy keyword research? Market Research Contributes to AllMarketing Activity Pay Per Click Search Eng...
www.c1-partners.comWhat to look for in a keywordtool:• Can you enter in more than onekeyword at a time?• Where do they get...
www.c1-partners.comKeyword Research Tools• Name a few…• Google• Google Adwords• Bing/Yahoo!• Wordtracker• SEOBook• Spyfu• ...
www.c1-partners.comToday We Will Use…• Google/Google Adwords• Spyfu• SEOBook• iSpionageWe will refer to…• The Best Keyword...
www.c1-partners.comThe Best Keyword Research Tool• Google Adwords– Exact Volume– Exact Search Terms– Long TailOther Long T...
www.c1-partners.comGetting Started – Developing Your “Core” Build in a spreadsheet What is your product or servicecalled...
www.c1-partners.comKeyword Research Tools, Strategies & MethodsRefining Your List to 2 Word search terms:• Examples– marke...
www.c1-partners.comBucketing Your Search Terms: Services provided JKJ Sprinklers Landscaping Snow removal Live Well ...
www.c1-partners.comBucketing Your Search Terms: Specificity JKJ General: Sprinklers Specific: Sprinkler companies Mor...
www.c1-partners.comBucketing Your Search Terms: Specificity C1 Partners General: marketing Specific: digital marketing...
www.c1-partners.comLocal vs. Non Local Local Businesses:(Attorneys, Restaurants, Electricians,Chiropractors, Salons) If ...
www.c1-partners.com Non-Local Businesses: If you are a local business start with 1 & 2word search terms Example Local ...
www.c1-partners.comGoogle Adwords• Login > Tools & Analysis > KeywordTool• Leave Broad• Run search• Change Columns• Export...
www.c1-partners.comKeyword Research Tools, Strategies & MethodsSorting The Exported List• Add a Column to the left you can...
www.c1-partners.comFinding NuggetsThe Key To WinningAgainst Giants:1. Compete whereyou can in theshort run with“long tail”...
www.c1-partners.comKeyword Research Tools, Strategies & Methods Finding the Low Hanging Fruit Relatively high search vol...
www.c1-partners.comKeyword Research Tools, Strategies & Methods Competitive Research Search Your Most Competitive Terms...
www.c1-partners.comKeyword Research Tools, Strategies & MethodsApplication Applying to Your Website Architecture for SEO&...
www.c1-partners.comKeyword Research Tools, Strategies & MethodsApplying to PPC Change to “Phrase Match” Assumptions 2 %...
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Keyword Research - Tools, Strategies & Methods

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A primer on how to do Keyword Research from our recent Meetup Group - Denver Digital Marketing For Small Business.

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Keyword Research - Tools, Strategies & Methods

  1. 1. www.c1-partners.comKeyword Research:Tools, Strategies & Methods
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. www.c1-partners.comGoogle Adwords• Login > Tools & Analysis > KeywordTool• Leave Broad• Run search• Change Columns• Export KeywordsKeyword Research Tools, Strategies & Methods
  16. 16. 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…
  17. 17. 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.
  18. 18. 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…
  19. 19. 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
  20. 20. 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…
  21. 21. 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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