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Keyword Research: Beyond the Ordinary by Taylor Pratt
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Keyword Research: Beyond the Ordinary by Taylor Pratt

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Advanced keyword research techniques including analytics insight, PPC testing, user testing and more.

Advanced keyword research techniques including analytics insight, PPC testing, user testing and more.

Published in: Business, Technology

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  • Transcript

    • 1. Keyword Research Brain Dump Taylor Pratt Raven Internet Marketing Tools
    • 2. Warning: May Attract Zombies
    • 3. 1 Killing a Zombie rarrrr! 2 3 1. Destroy the brain 2. Decapitate 4 3. Remove an arm 4. Remove a leg
    • 4. Analytics Insight
    • 5. Abuse Custom Reports 1. Set “Dimension” to “Keyword” 2. Set “Sub Dimension” to desired time frame
    • 6. Reports to Run • Bounce rate • Exits • Goal completions • Goal abandonment funnels • Pageviews • Average time on site • Exits • Revenue (products and/or ads)
    • 7. Matching Keywords with Landing Pages • Why? • Find out the keywords specific pages are already getting traffic from • Are the keywords you are targeting sending traffic to the right pages? • Are those visits converting? • Learn more at the LunaMetrics blog: http://kl.am/lunakw
    • 8. 1. 2. How to Do It
    • 9. Exclude Branded Terms
    • 10. End Keyword Bias Export your keywords and black out each keyword This will force you to only look at the metrics
    • 11. Testing
    • 12. PPC Testing - For Clicks • Step 1: Identify potential keywords to target on each page (as many as you can) • Step 2: Identify conversion points and ensure they are setup • Step 3: Setup broad match campaigns that direct traffic to each specific page on your site • You should also consider running ads on Adwords Content Network • Step 4: Analyze the data
    • 13. PPC Testing - No Clicks • Goal: spend very little and still collect data • Use “exact match” and “phrase match” campaigns • What you’ll get: more accurate impression numbers for the specific keywords you are considering targeting • Tip: Make sure to run a Campaign Report with Impression Share IS and Exact Match IS for better accuracy • Gives you % of times your ad was shown vs overall impression count
    • 14. User Testing • When conducting user tests, ask these questions: • How would you describe what this site sells? • What would you be looking for if you came to this site? • Have you ever been involved in a zombie attack? • What other products/services do you think this site might sell? • How would you describe this product/service to a friend? • What would you expect to find on this particular page?
    • 15. Other Opportunities
    • 16. Other Opportunities • Facebook ad testing • Twitter search • Interviewing key stakeholders • Interviewingcustomer service reps and secretaries
    • 17. My Favorite Trick!
    • 18. Abuse the Adwords Tool
    • 19. What URLs to Use • Google search results (must be logged out) • Wikipedia pages • Amazon product pages • eBay pages • Directory pages
    • 20. Thank you! http://raventools.com http://twitter.com/RavenPratt http://facebook.com/raventools