Keyword Research: Beyond the Ordinary by Taylor Pratt

Keyword Research Brain Dump Taylor Pratt Raven Internet Marketing Tools

Warning: May Attract Zombies

1 Killing a Zombie rarrrr! 2 3 1. Destroy the brain 2. Decapitate 4 3. Remove an arm 4. Remove a leg

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 time on site • Exits • Revenue (products and/or ads)

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

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) • 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

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

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?

Other Opportunities

Other Opportunities • Facebook ad testing • Twitter search • Interviewing key stakeholders • Interviewingcustomer service reps and secretaries

My Favorite Trick!

Abuse the Adwords Tool

What URLs to Use • Google search results (must be logged out) • Wikipedia pages • Amazon product pages • eBay pages • Directory pages

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

by Taylor Pratt on Mar 02, 2010

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Keyword Research: Beyond the Ordinary by Taylor Pratt — Presentation Transcript