Tips from Real World KWR        Kate Morris         Lead SEO
I’ll be giving you tips, they are not just for the kind of sites ineach section. If you see one useful to you, use it.BEST...
Products and HierarchyE-COMMERCE
Tip #1: Automate Unique Titles, then edit.Best for product pages in ecommerce shops. Content on the pagestill needs to be ...
Tip #2: Choose User Experience over RankingWith product pages, you should expect long tail traffic. Make iteasy for them t...
Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter andFacebook, or ask Mechanical ...
Tip #4: Use User Generated ContentThis is great to find out what users call your products, best forlong tail terms. Think ...
Tip #5: Use Analytics to Identify Key PagesInput conversions, order totals if possible (eCommerce in GA).Identify pages th...
Greenwell Farms: Kona, HIGood place to automate the title and rely on reviews to refinecontent and title.
Greenwell Farms              http://www.greenwellfarms.com/• Product: Greenwell’s Private Reserve  –   Greenwell Farms Pri...
Greenwell Farmshttp://www.greenwellfarms.com/Category: Gourmet Food• User Experience versus  Ranking• From Yelp review: “I...
Multiple KeywordsSERVICES
Tip #6: For Service Businesses: Local Search ismore important.Sadly, this means that “proving” your ranking is harder, tra...
Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter andFacebook, or ask Mechanical ...
Tip #4: Use User Generated ContentThis is great to find out what users call your products, best forlong tail terms. Think ...
Heaven on Earthhttp://www.heavenonearthhawaii.com/• Yelp    • “color and cutting”    • Parking    • "Heavenly Day at the  ...
Not a service, not a retailerBUSINESS-TO-BUSINESS
Tip #7: User Testing is BestSERP Turkey is made for use with Mechanical Turk, but you canuse it internally too! Combine wi...
Tip #8: Check your Internal SearchesThese are the people that could not find what they wanted.
Tip #9: Use PPC to Test Keyword’s ValueThis one works best with bosses. Get $50, test the keyword viaAdWords. Does the tra...
Kamakuraco                         http://www.kamakuraco.com/• Basel II Solutions    –   Basel II Risk Management    –   B...
New Post on SEOmozThe Google Keyword Tool is not perfect, it can help.
Tip #10: Should We Rank for [insert keyword]?It’s not the high traffic keywords, it’s the ones people are looking forthat ...
Search: Honolulu Hotel
How I found them …•   Search “moanalua bed and breakfast”•   In Honolulu•   Location is in Kona, the Big Island•   HUH?
T                            h Y                            a o      Kate Morris           n u      @katemorris           ...
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Keyword Research without Tools

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Keyword Research without Tools

  1. 1. Tips from Real World KWR Kate Morris Lead SEO
  2. 2. I’ll be giving you tips, they are not just for the kind of sites ineach section. If you see one useful to you, use it.BEST TOOLS ARE THE THINGSYOU ALREADY HAVE
  3. 3. Products and HierarchyE-COMMERCE
  4. 4. Tip #1: Automate Unique Titles, then edit.Best for product pages in ecommerce shops. Content on the pagestill needs to be unique and therefore automating is hard.
  5. 5. Tip #2: Choose User Experience over RankingWith product pages, you should expect long tail traffic. Make iteasy for them to find the product through your navigation first.
  6. 6. Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter andFacebook, or ask Mechanical Turk (last resort)
  7. 7. Tip #4: Use User Generated ContentThis is great to find out what users call your products, best forlong tail terms. Think Yelp, Twitter, Facebook, and reviews!
  8. 8. Tip #5: Use Analytics to Identify Key PagesInput conversions, order totals if possible (eCommerce in GA).Identify pages that you should be making more money and revisitthose.
  9. 9. Greenwell Farms: Kona, HIGood place to automate the title and rely on reviews to refinecontent and title.
  10. 10. Greenwell Farms http://www.greenwellfarms.com/• Product: Greenwell’s Private Reserve – Greenwell Farms Private Reserve – Greenwell’s Private Reserve – Private Estate Reserve – Premium Reserve – Reserve Roast
  11. 11. Greenwell Farmshttp://www.greenwellfarms.com/Category: Gourmet Food• User Experience versus Ranking• From Yelp review: “In addition to coffee, they also sell farm fresh roasted mac nuts, chocolates, and other items.”
  12. 12. Multiple KeywordsSERVICES
  13. 13. Tip #6: For Service Businesses: Local Search ismore important.Sadly, this means that “proving” your ranking is harder, trackyour traffic when doing optimization and keyword research.
  14. 14. Tip #3: Ask for help from customers.Use your email lists, make a quick survey, use Twitter andFacebook, or ask Mechanical Turk (last resort)
  15. 15. Tip #4: Use User Generated ContentThis is great to find out what users call your products, best forlong tail terms. Think Yelp, Twitter, Facebook, and reviews!
  16. 16. Heaven on Earthhttp://www.heavenonearthhawaii.com/• Yelp • “color and cutting” • Parking • "Heavenly Day at the Spa" package • pedicure with paraffin wax treatment
  17. 17. Not a service, not a retailerBUSINESS-TO-BUSINESS
  18. 18. Tip #7: User Testing is BestSERP Turkey is made for use with Mechanical Turk, but you canuse it internally too! Combine with an email list to test SERPtitles and descriptions.
  19. 19. Tip #8: Check your Internal SearchesThese are the people that could not find what they wanted.
  20. 20. Tip #9: Use PPC to Test Keyword’s ValueThis one works best with bosses. Get $50, test the keyword viaAdWords. Does the traffic convert? Is there any?
  21. 21. Kamakuraco http://www.kamakuraco.com/• Basel II Solutions – Basel II Risk Management – Basel II• Test These Words I tried to test this … AdWords is – [basel ii] “reviewing” my account. FAIL. – [basel ii compliance] – [basel ii operational risk] – [basel ii credit risk] – [basel ii implementation] – [basel ii risk management] – [basel ii rwa] – [operational risk basel ii] – [basel ii reporting] – [basel ii risk] – [basel ii market risk] – [market risk basel ii] – [basel ii solutions]
  22. 22. New Post on SEOmozThe Google Keyword Tool is not perfect, it can help.
  23. 23. Tip #10: Should We Rank for [insert keyword]?It’s not the high traffic keywords, it’s the ones people are looking forthat describe what you have to offer. Also ask if you can. Are youbetter than your competitors? What makes you different? Tell theworld!
  24. 24. Search: Honolulu Hotel
  25. 25. How I found them …• Search “moanalua bed and breakfast”• In Honolulu• Location is in Kona, the Big Island• HUH?
  26. 26. T h Y a o Kate Morris n u @katemorris kkate.morris@distilled.net
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