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.

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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  • 1. Keyword Research –Moving BeyondAdwordsMark GinsbergSMX Israel 2013January 6, 2013- Inbal Hotel, Jerusalem
  • 2. Traditional KW Research
  • 3. Problems - Reliance on Adwords ● Imprecise Data ● Geared towards a PPC centric world
  • 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. Problems – Reliance on Rankings
  • 6. Problems with This ModelDoesn’t take into account major shifts and focuses of Algorithm●
  • 7. How do we replace this?
  • 8. By your powerscombined!Courtesy of:https://twitter.com/kwang82/status/2512104633
  • 9. Dont Throw Her Out Too!Courtesy:Flickr
  • 10. Keywords are still important,but… Look at the Long TailImage courtesy of LeftClick Blog - http://bit.ly/RcEMg7
  • 11. Long Tail Potential ofKeywords● Broad Match vs Exact Match Ratio● AJ Kohn – Blind Five Year Old - http://bit.ly/V2mpaS
  • 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. Long Tail / Content CreationTips & Tools
  • 14. Don’t Hit Enter!Mozcon 2012 Presentation - http://slidesha.re/TuqdXp
  • 15. Speed up the Process –Soovle
  • 16. Content Idea GeneratorSEOGadget –http://bit.ly/RhGvRs
  • 17. Where does this leave us moving forward?
  • 18. Expanded KW Research + Content Ideas +
  • 19. On Site SEO● Courte Courtesy of: Flickr
  • 20. Expanded KW Research +Content Ideas + Onsite +
  • 21. Comp Analysis – Social Style Open Site Explorer – Top Pages
  • 22. Comp Analysis – Social Style Social Crawlytics - http://bit.ly/YMaog6
  • 23. Comp Analysis – Social Style Social Crawlytics - http://bit.ly/YMaog6
  • 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. 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