Keyword Intelligence 2011 - Ron Jones


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Go beyond the basics of general keyword research and see how that knowledge can be used to inform all online and offline marketing channels. This session will teach you systematically how to conduct keyword research and harness the power of those identified keywords to enable greater marketing success and campaign performace across your PPC, SEO, Social Media, mobile, video and traditional media channels.

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Keyword Intelligence 2011 - Ron Jones

  1. 1. Keyword IntelligenceKeyword Research for Search, Social and Beyond9/25/2011Ron JonesSearch EvangelistSymetri Internet Marketing
  2. 2. Summary• Important Keyword Research Principles• Understanding the Keyword Research Process• Keyword Research Tools• Using Keyword Research – SEO, PPC, Mobile/Local – Social Media – Web Design – Traditional Advertising – International Keyword Research
  3. 3. Pick the Right Keywords• The Wrong Keywords: – Waste significant resources – May not reach the right audience – May attract visitors who will not convert• Pick the “Right” Keywords
  4. 4. Relevant Destination Content• When we use “keywords” we set/reinforce searchers expectations• As marketers we then have the responsibility to deliver on that expectation
  5. 5. Keyword Success Formula Relevant Right Destination Conversion Keywords Content For the Right Channel
  6. 6. Understand The Buying Cycle Initial Broad Search Terms Research Specific Search Terms Refine Search Content Research What is the buying Decision / cycle for your Conversion product or service?
  7. 7. Understanding Broad vs Narrow• Long tail vs short tail• Branding vs acquisition strategy• Compare: – bicycle (651,465 searches) – bicycle shop (27,926 searches)• To – trek madone 6.9 (89 searches) – bicycle shop denver co (82 searches)
  8. 8. Keyword Relevance Social Media Sites SEO Your Website Pay Per Click Keyword Relevance
  9. 9. Think Outside Your Industry• Understand your target audience – Speak customers language rather than your own – “Couch” instead of “Sofa”
  10. 10. Keyword Research Process Refine Test• Find all • Break down possible • Identify best into categories • Test keywords performing or themes performance keywords Brainstorm Categorize
  11. 11. Tools: Automation vs Aided• Computer Automated Keyword Research• Mindset Should be “Computer Aided”• Build in a qualitative (interpretive) layer for your keyword research processes• Know where the data comes from
  12. 12. Keyword Tools• Suggestion Tools • Forecast / Trend Tools – Google AdWords Keyword Tool – Google Traffic Estimator – YouTube Keyword Tool – Google Search Insights – Google Trends – Keyword Discovery • Paid – Google Sets • Free – Wordtracker • Other Keyword Tools • Paid – Local Keyword Lists • Free – Wordstream – SEO Book Keyword Tools • Paid – Wordze • Free
  13. 13. Google Keyword Tool
  14. 14. Analytics
  15. 15. Keyword Discovery
  16. 16. Seasonality and Trends• Holidays, Special Events, Seasons, Economic Trends
  17. 17. Competition• Analyze your known competition – Visit their web site (check metadata) – What terms are they trying to optimize – did they miss anything?• Keyword Competition – What is the average CPC? – How popular are the keywords?• Resources – – – – –
  18. 18. SpyFu
  19. 19. Refining Your Keyword List• Look at all keywords and weight them by various factors: – Popularity – Relevance – Specificity – Competition
  20. 20. Keyword Categories Slip and Fall Motorcycle Bicycle slip and fall lawyers motorcycle personal injury bicycle accident lawyer slip and fall attorneys motorcycle accident lawyer bicycle accident attorney slip and fall accident motorcycle injury lawyer bike accident attorney slip and fall accidents motorcycle accident attorney bicycle accident claim slip and fall attorney motorcycle accident lawyers bike injury slip and fall lawyer motorcycle accident law firm slip and fall cases motorcycle accident attorneys slip and fall injury motorcycle injury slip and fall motorcycle injury attorney Truck slip and fall lawsuit trucking accident lawyer truck accident lawyer trucking accident attorney Brain Injury Work Injury truck accident attorney traumatic brain injury lawyer work injury attorneys truck accident lawyers brain injury law firm construction lawyer truck accident law firm brain injury law firms construction accident lawyer truck accident claim brain injury lawyers workman comp attorney truck accident workman comp attorneys truck accident attorneys Each Category should have an associated Ad group and landing page
  21. 21. Keywords are Foundational to allMarketing Channels• Fundamental Building block for all online and offline marketing campaigns – SEO – PPC – Mobile – Local – Social – Video / Image – Traditional Marketing – Website
  22. 22. SEO• SEO – Core or Foundational Keywords – Title Tags – URL’s (file names) – Links – Page Content • 1-3 keywords per page • Image and Video Tags
  23. 23. PPC• PPC – As many keywords you want – Use long tail keywords – Use in Ad Copy – Use your categorization • 10-20 keywords per ad group
  24. 24. Negative Keywords• Words and phrases that should not be associated with your PPC campaign – You sell high-end leather furniture • repair, cleaning, discount, bargain, clearance – You are a regional bank / financial services company • advice, employment, school, bailout – You sell designer handbags • cheap, imitation, wallet, luggage, any brand you dont sell – You own a car dealership: • auction, classifieds, racing, pixar, any brand you dont sell
  25. 25. When should you use negativekeywords?• Branding Strategy – May or may not use Negative Keywords• Conversion Strategy – Use Negative Keywords• Broad and Phrase Match Types Broad Match – tennis racquet Phrase Match – “tennis racquet” tennis graphite tennis racquet racquet tennis racquets buy tennis racquet buy tennis racquet tennis racquet photos tennis balls Exact Match – [tennis racquet] tennis racquet
  26. 26. Benefits of adding a negativekeyword listQuality Score Conversion/Leads Quality Score Conversion Rate Ad Position Qualified Leads Max Cost Per Click (CPC) Cost Per Conversion ProfitVisitor Experience Relevancy Bounce Rate Brand Association Conversion Rate
  27. 27. Tips for finding negativekeywords• Google Keyword Tool or other keyword tools – Paste your URL into “Website Content” box – Check for “synonyms” (also use a Thesaurus)• Google Analytics or other Web analytics tools – Search Queries – Monthly Keyword Report• PPC Reports – Search Query Performance Report• Wordstream Negative Keyword Tool
  28. 28. Mobile/Local• City and County names• Zip Codes• Local Search Listings• Local Keyword Tool• SMS vs Mobile App vs Mobile Web Search
  29. 29. Social Media• Keyword research for social media helps determine needs/wants of your social community by: – Tracking popular and trending topics – Determining search/query frequency – Gauging market interest for products or services – Identifying demand for keywords – Better understanding user intent – Learn language being used – Discovering relevant points of engagement
  30. 30. Social Media and Blogs• Collective voice of consumers opinion, fact and consumer thought• Follow conversations (threads) that have frequent, fresh posts – Starting Points • • ttp://• Blog Lists and Ratings – Resource:
  31. 31. Social Tagging• Social Media Tag pages – – –
  32. 32. Other Social Keyword ToolsTwitter Tools Video• Advanced Twitter Search: • YouTube:• Tweetbeep:• PostRank: rd_tool• CommentLuv: • Blinkx:• Board Reader:• Twazzup: • MetaTube:• TweekQA:• Topsy:• Kurrently:• Openbook:• Buzzy:• Social Mention:• Surchur:
  33. 33. Web Design• Information Architecture Unplanned Information Environment Planned Information Architecture Framework – Creative Design Users Employees Suppliers Customers Partners Interested Public – Technical Design – Behavioral Design Us ers c annot find the information they need. Us ers ac c es s the right information at the right time.• Use Categorization Map – Persona Design – User Intent All Content Objects The sum of all published content: Web, Lotus Notes, Databases, All Content Objects The sum of all published content: Web, Lotus Notes, Databases, Microsoft Office, Etc. Microsoft Office, Etc. – Site Maps vs Behavioral Paths
  34. 34. Traditional Advertising• Keywords in media content – TV, Radio, Print• Branding Campaigns• Positioning Statements• Copywriting• Integrated Media Campaigns (offline and online)
  35. 35. Setup your Campaigns, Test andRefine• PPC as a tool for testing – Quick results for keyword performance – Are you getting the “right” audience?• Setup your Campaigns for Analytics – SEO – Core keywords – PPC – Ad groups – Social - Conversations• Wash, Rinse, Repeat
  36. 36. International Keyword Research• Problems – Common approach across all markets – Getting a linguist who understands the culture – Translation Issues • Dialects • Colloquialisms • Special Characters and Spellings• Work With A Specialist
  37. 37. Keyword Success Formula Relevant Right Destination Conversion Keywords Content For the Right Channel
  38. 38. Thank You Keyword Intelligence Keyword Research for Search, Social and Beyond Ron Jones Search Evangelist Symetri Internet Marketing Author: Keyword Intelligence