Keyword Research and Selection - Pubcon 2013 Las Vegas

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Learn how to discover, monitor and expand your keyword research for maximum SEO benefit. Presented at Pubcon Las Vegas 2013 by Mark Barrera (@mark_barrera) of @Buzzshift.

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Keyword Research and Selection - Pubcon 2013 Las Vegas

  1. 1. @mark_barrera bit.ly/BuzzshiftPubcon2013 Keyword Research Evolved Presented by: Mark Barrera @mark_barrera
  2. 2. @mark_barrera bit.ly/BuzzshiftPubcon2013 First Things First • YOU MUST BE AN EXCEL MASTER TO BE A KEYWORD RESEARCH MASTER! • Pivot tables, vlookup and other functions should be like riding a bike for you. • distilled.net/excel-for-seo/
  3. 3. @mark_barrera bit.ly/BuzzshiftPubcon2013 Master Keyword Document • Get list of keywords via: – Your Data • Analytics from other Search Engines • Google Webmaster Tools – Competitive Data • SEMRush • Google Adwords Keyword Planner
  4. 4. @mark_barrera bit.ly/BuzzshiftPubcon2013 SEMRush • Competitive Research – Organic
  5. 5. @mark_barrera bit.ly/BuzzshiftPubcon2013 SEMRush • Competitive Research – Paid
  6. 6. @mark_barrera bit.ly/BuzzshiftPubcon2013 Buy More Data! • Run exact match PPC campaigns • Ensure ads are on first page
  7. 7. @mark_barrera bit.ly/BuzzshiftPubcon2013 Align Your Data • Know your conversion rates - via PPC and/or other organic search keyword data. • Download all data into one Excel workbook as separate sheets. • Combine all metrics with a Pivot Table
  8. 8. @mark_barrera bit.ly/BuzzshiftPubcon2013 Prioritize Keywords • Score your keywords: – Intent Column • Geo-specific • Purchase • Brand • Informational – Business Relevance Rating Column • 1-10
  9. 9. @mark_barrera bit.ly/BuzzshiftPubcon2013 Plan Your Content • Have a plan for each keyword at the top of your prioritized list – Competitive keywords need more than one page of content. • Know how to interlink these supporting content pieces to the page intended to rank. • Use Google to see content ranking for those keywords
  10. 10. @mark_barrera bit.ly/BuzzshiftPubcon2013 Prioritize Keywords
  11. 11. @mark_barrera bit.ly/BuzzshiftPubcon2013 Content, Content, Content • Support current rankings with content updates and new surrounding content pieces. • Be unified across social. – Use the keywords you are targeting where possible.
  12. 12. @mark_barrera bit.ly/BuzzshiftPubcon2013 PPC and SEO Work Together
  13. 13. @mark_barrera bit.ly/BuzzshiftPubcon2013
  14. 14. @mark_barrera bit.ly/BuzzshiftPubcon2013 PPC and GWT combined
  15. 15. @mark_barrera bit.ly/BuzzshiftPubcon2013 Store Your GWT Data – Download GWT data frequently – Know your rankings • Be aware of filters – Are you US only? – Is image search messing with avg position? – 3 day delay for GWT data
  16. 16. @mark_barrera bit.ly/BuzzshiftPubcon2013 Store Your GWT Data • Raven Tools will archive GWT data 
  17. 17. Thanks! bit.ly/BuzzshiftPubcon2013 @mark_barrera mark@buzzshift.com http://www.buzzshift.com See You Tonight at the Monte Carlo Pub!

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