Keyword Research - Moving Beyond Adwords - SMX Israel 2013

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Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.

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Keyword Research - Moving Beyond Adwords - SMX Israel 2013

  1. 1. Keyword Research –Moving BeyondAdwordsMark GinsbergSMX Israel 2013January 6, 2013- Inbal Hotel, Jerusalem
  2. 2. Traditional KW Research
  3. 3. Problems - Reliance on Adwords ● Imprecise Data ● Geared towards a PPC centric world
  4. 4. Supplementing Data ● Alternatives from the Search Engines ○ Bing ■ Keyword Research Tool – Webmaster Tools ■ Bing Ads ● Paid Supplements ○ SEM Rush ○ Keyword Spy ○ Search Metrics ○ Wordtracker ○ Keyword DiscoveryLots of other tools out there
  5. 5. Problems – Reliance on Rankings
  6. 6. Problems with This ModelDoesn’t take into account major shifts and focuses of Algorithm●
  7. 7. How do we replace this?
  8. 8. By your powerscombined!Courtesy of:https://twitter.com/kwang82/status/2512104633
  9. 9. Dont Throw Her Out Too!Courtesy:Flickr
  10. 10. Keywords are still important,but… Look at the Long TailImage courtesy of LeftClick Blog - http://bit.ly/RcEMg7
  11. 11. Long Tail Potential ofKeywords● Broad Match vs Exact Match Ratio● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS
  12. 12. Keyword Match Ratio● Determine Keyword Intent ● Low ratio – uniform syntax that maps to uniform intent >> fewer variations ● High ratio – less uniform syntax – more fractured intent >> more variations● Identify content opprotunities ● High keyword match ratio – potential for more modifiers and more relevant phrases for keyword ● Indications that higher keyword match is accompanied by higher keyword difficulty scores ● Find specific intents behind high kw match ratio and produce relevant content that satisfies and engages
  13. 13. Long Tail / Content CreationTips & Tools
  14. 14. Don’t Hit Enter!Mozcon 2012 Presentation - http://slidesha.re/TuqdXp
  15. 15. Speed up the Process –Soovle
  16. 16. Content Idea GeneratorSEOGadget –http://bit.ly/RhGvRs
  17. 17. Where does this leave us moving forward?
  18. 18. Expanded KW Research + Content Ideas +
  19. 19. On Site SEO● Courte Courtesy of: Flickr
  20. 20. Expanded KW Research +Content Ideas + Onsite +
  21. 21. Comp Analysis – Social Style Open Site Explorer – Top Pages
  22. 22. Comp Analysis – Social Style Social Crawlytics - http://bit.ly/YMaog6
  23. 23. Comp Analysis – Social Style Social Crawlytics - http://bit.ly/YMaog6
  24. 24. Takeaways● Adwords Based KW Research (w/ a focus on Head Terms) – ☹● Long Tail Keyword Research - ☺● Content Strategy and Research - ☺● Competitive Analysis of Successful Content - ☺● Staying Ahead of the Algo - $$$ (in the long run)
  25. 25. About Me● Mark Ginsberg● Independent SEO Consultant / Inbound Marketer (whatever you want to call us ☺)● @markginsberg● Google+● Skype – msginsberg● Email – msginsberg@gmail.com● www.marksginsberg.com

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