Keyword Research ProSEO Boston - Kate Morris

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

Social Media

Understand the Buzz for Social Search

Capture the Top Trends
http://trendsmap.com

Write the Content and Link
Use the keyword ;)

External Marketing

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

Competitive Research

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

Site Navigation

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

Images Site

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.

Content

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.

=CONCATENATE("http://www.ehow.com/search.html?q=",$A$1,"")

=importxml(A2,"//span[@class='name Heading5']")

Using the logic that they have done the research already!
This isn’t perfect but can give you ideas for a direction.

Example: Hot Sauce
Because some like it hot …
Remember to sign in to Google or the script won’t work.

Don’t copy the content, rewrite, make it better
Get the traffic that your competitors are paying for

What about Distilled?
Ummm…. cough … Keyword Research?
How to Conduct an Effective Keyword Research Campaign
http://www.ehow.com/how_2003157_keyword-search-campaign.html
How to Use Google AdWordsfor SEO Keyword Research
http://www.ehow.com/how_5149355_use-adwords-seo-keyword-research.html
How to Do Free Keyword Research For Articles
http://www.ehow.com/how_5854520_do-keyword-research-ehow-articles.html
How to Do Great Keyword Research For FREE - Tips For Newbies ...
http://www.ehow.com/how_5115206_do-keyword-research-tips-newbies.html

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
effective keyword research
google keyword research
keyword research free
free keyword research tool

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!

Keyword Research ProSEO Boston - Kate Morris

by Kate Morris on May 19, 2011

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Keyword Research ProSEO Boston - Kate Morris — Presentation Transcript