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Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
Organic Keyword Research
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Organic Keyword Research

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PubCon Austin 2011 Presentation on Creative Keyword Research ideas - how and where to find the keywords you might want to focus on with content on your site.

PubCon Austin 2011 Presentation on Creative Keyword Research ideas - how and where to find the keywords you might want to focus on with content on your site.

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  • 1. Organic Keyword Selection<br />Presented by: Kate Morris<br />
  • 2. Key Word Tools<br />Others will review …<br />Google Keyword Tool is highly inaccurate for traffic numbers<br />Good for Trends<br />Good for closely related ideas<br />
  • 3. Google Key Word Tool Test<br />Key phrase: “it management”<br />Google: 3600<br />Webmaster Tools: 1600<br />Actual: 1294 <br />(per exact keyword in single AdWords campaign, accounting for impression loss)<br />Numbers from August 2010<br />
  • 4. Key Phrase Research<br />Organic<br />Paid<br />Social<br />Email<br />Competitive Research<br />Site Architecture<br />
  • 5. So where do you get ideas?<br />
  • 6. The Box<br />Leave It<br />
  • 7. Internal Site Search<br />Only for expanding/existing sites<br />Great for eCommerce sites<br />Easy setup in Google Analytics<br />Ideas for new content<br />What customers actually want<br />Get a list of queries that returned nothing<br />
  • 8. ISS Example<br />
  • 9. ISS Example<br />Top specific search is for “flower”<br />This is an image site.<br />Checking rank for flower images, they rank no where. <br />Good idea to build out a keyword list based on flowers and focus on those landing pages to rank. <br />
  • 10. Yahoo Answers<br />Enter the topic as a search<br />Troll for actual keywords used<br />Also can inspire content<br />
  • 11. Yahoo Answers Example<br />Business: Cupcake Baker<br />
  • 12. Keywords Found<br />Cupcake baking tips - 73<br />Cupcake liners - 8100<br />Cupcake pans - 1000<br />Wedding cupcakes - 8100<br />Wedding cupcake stands - 390<br />Domed cupcakes – 16<br />Numbers are GKWT Exact Match Local US<br />
  • 13. Yahoo Answers Example<br />Business: Executive Car Company<br />
  • 14. Keywords Found<br />How much is a cab ride …<br />How much does a taxi ride cost …<br />Cab ride [insert airport name]<br />Ride to [insert airport name]<br />
  • 15. Competitive Research<br />Two Way Street<br />Custom Scraper<br />http://dis.tl/dHghsQ<br />Find Keywords in:<br />Titles<br />Descriptions<br />Keywords Meta Tag<br />
  • 16. Open Site Explorer<br />Enter competitors site<br />Look at Anchor Text Distribution<br />Download CSV<br />Remove Branded Terms<br />
  • 17. For Sprinkles.com<br />
  • 18. Wonder Wheel<br />Found in the Google SERPs<br />Automatic Mind Mapping<br />Using User’s Minds<br />Good for brainstorming<br />Can Scrape if Needed<br />Shhh, don’t tell Google<br />http://dxjones.com/wonder/wheel.php<br />
  • 19. Wonder Wheel Example<br />
  • 20. Expanded Area<br />17” laptop cases<br />13”, 15”, 18”<br />Women’s<br />Inch vs ”<br />Backpack<br />Sleeve(s)<br />Bag(s)<br />
  • 21. Thank You!<br />kate.morris@distilledconsulting.com<br />

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