Your SlideShare is downloading. ×
Keyword Research: Beyond the Ordinary by Taylor Pratt
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Keyword Research: Beyond the Ordinary by Taylor Pratt


Published on

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

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide

  • 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:
    • 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!