Keyword Research ProSEO Boston - Kate MorrisPresentation Transcript
Keyword Research Taking it to the Next Level Kate Morris
KWR is Sexy Too … And impacts your goals!
Tools File: http://dis.tl/j8J6kB
Check the Diigo link for updates
Understand the Buzz for Social Search
Capture the Top Trends http://trendsmap.com
Write the Content and Link Use the keyword ;)
Email is not Dead. 19% of Holiday Shoppers chose an online retailer because of an email 5% of retailers were chosen because of Social Media What Marketing Channel influenced your search-to-sales last year? http://dis.tl/iXzgiE
Influence Using External Campaigns Special K did it using Television Rand said this too!
Just Ask Them
Investigate but don’t copy mistakes There is a fine line, but knowledge is power. Justin talked about this yesterday http://dis.tl/lhPzeS
Scrape for Optimized Places The key is to focus on what sites use to optimize the page. Title Tag Keywords Alt Tags Italics Bolded H Tags
Choices, Choices, Choices 1 2 3 4
First, faceted navigation, do what? Put simply, it allows people to search for a product with filters Because we all hate falling in love with a dress to find out it’s not in our size, right?
How Low Do You Go? Remember that for the best indexation, you have to focus on the most important pages But what variations do you index? Not always necessary to index Best Practice: Staying within three levels if possible
Check Out your Top Pages (you’ll need to filter) Getting a feel for your top content getting traffic. Sorry, can’t give the whole cow away. Ducks are better anyway.
Compare that with Internal Site Search This will give you a look at what people can’t find. Focus on those top searches that do not have a specific focus page. Then check those for traffic and if your competitors have those pages.
They Listened …
Example: Nordstrom Jackets - http://shop.nordstrom.com/c/baby-view-all/jackets Sleepwear - http://shop.nordstrom.com/c/baby-view-all/pajama Size 9m - http://shop.nordstrom.com/c/baby-view-all?size=9m (canonical) Black - http://shop.nordstrom.com/c/baby-view-all?color=black (canonical) Occasion Dresswear - http://shop.nordstrom.com/c/baby-view-all/occasion-dresswear Notice the use of keywords (sometimes different than title) and only the main variations are indexed
Use the Google Keyword Tool to scrape the page or just take a glance The top results might be too generic, use your instincts to identify the best target with the most traffic.
Boys shirts Girls dresses
Recommendation: Special Occasion
And make a Christening and Baptism Gowns page What is ranking right now is just one product, and products go away. That’s position 22 … no bueno.
You read my posts right? … Right? http://dis.tl/jeEezT
Content Shortcomings Hey, watch the short jokes …
Finding the Needle in the Long Tail Haystack The post that just keeps on giving.
Excel for SEOs Two Months Live
Top Content on Distilled
Almost 25k Unique Views
8 Minutes Avg. Time on Page
913+ Tweets, 118 Likes
How Do You Find These Topics?
Bright Edge SEO X-Ray Keyword Opportunity Analysis This is a list of keywords your competitors are ranking for but you are not.
SpyFuKombat Cheaper version Also available for PPC terms (those help as well!) http://www.spyfu.com/Kombat/
Download Use eHow http://dis.tl/klgKgN The Answer is 25
Let eHow do the leg work for you … This can be applied to any content specialist site.
Google Docs are Awesome Shout out to Ben and Tom! Please make your own copy before playing.
Get the Focus of Each Article with Google Keyword Tool Pay attention to use exact match, check country, and input the website URL Don’t go for head terms, we are focusing on long tail
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Develop New Post Ideas or Edit Old Ones We didn’t rank for any of those terms … effective keyword research Effective Keyword Research: The Foundational Key google keyword research Is Using Google for Keyword Research the Only Way? keyword research free Is Keyword Research Ever Really Free? free keyword research tool Doing Keyword Research for Free: The Tools and Methods When using keyword research tools to write, always look at the intent of the keyword.
Taking Keyword Research Home … Capture the RSS Feed of Google Trends. Use the feed to write one post a month. Use an external campaign to drive searches, own your niche. Investigate your competitors for keyword ideas. Check keyword use for your top category page. Develop one new blog idea from eHow.
Kate Morris Now to the firing squad …Got questions? Go!