0
Keyword Research
   Brain Dump
          Taylor Pratt
 Raven Internet Marketing Tools
Warning:
May Attract Zombies
1
Killing a Zombie        rarrrr!


                                  2
                                      3
 1. Destro...
Analytics Insight
Abuse Custom Reports
       1. Set “Dimension” to “Keyword”
2. Set “Sub Dimension” to desired time frame
Reports to Run

•   Bounce rate

•   Exits

•   Goal completions

•   Goal abandonment funnels

•   Pageviews

•   Average...
Matching Keywords
                  with Landing Pages
•   Why?

    •   Find out the keywords specific pages are already g...
1.       2.




     How to Do It
Exclude Branded Terms
End Keyword
    Bias
Export your keywords and
 black out each keyword

This will force you to only
   look at the metrics
Testing
PPC Testing - For Clicks

•   Step 1: Identify potential keywords to target on each page (as many as
    you can)

•   Ste...
PPC Testing - No Clicks

•   Goal: spend very little and still collect data

•   Use “exact match” and “phrase match” camp...
User Testing

•   When conducting user tests, ask these questions:

    •   How would you describe what this site sells?

...
Other Opportunities
Other Opportunities

• Facebook    ad testing

• Twitter   search

• Interviewing   key
 stakeholders

• Interviewingcusto...
My Favorite Trick!
Abuse the Adwords Tool
What URLs to Use

        • Google search results (must
         be logged out)

        • Wikipedia   pages

        • Am...
Thank you!
     http://raventools.com
 http://twitter.com/RavenPratt
http://facebook.com/raventools
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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.

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  • Transcript of "Keyword Research: Beyond the Ordinary by Taylor Pratt"

    1. 1. Keyword Research Brain Dump Taylor Pratt Raven Internet Marketing Tools
    2. 2. Warning: May Attract Zombies
    3. 3. 1 Killing a Zombie rarrrr! 2 3 1. Destroy the brain 2. Decapitate 4 3. Remove an arm 4. Remove a leg
    4. 4. Analytics Insight
    5. 5. Abuse Custom Reports 1. Set “Dimension” to “Keyword” 2. Set “Sub Dimension” to desired time frame
    6. 6. Reports to Run • Bounce rate • Exits • Goal completions • Goal abandonment funnels • Pageviews • Average time on site • Exits • Revenue (products and/or ads)
    7. 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. 8. 1. 2. How to Do It
    9. 9. Exclude Branded Terms
    10. 10. End Keyword Bias Export your keywords and black out each keyword This will force you to only look at the metrics
    11. 11. Testing
    12. 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. 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. 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. 15. Other Opportunities
    16. 16. Other Opportunities • Facebook ad testing • Twitter search • Interviewing key stakeholders • Interviewingcustomer service reps and secretaries
    17. 17. My Favorite Trick!
    18. 18. Abuse the Adwords Tool
    19. 19. What URLs to Use • Google search results (must be logged out) • Wikipedia pages • Amazon product pages • eBay pages • Directory pages
    20. 20. Thank you! http://raventools.com http://twitter.com/RavenPratt http://facebook.com/raventools
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