Introduction Keyword Discovery Matters More Than Ever <ul><li>As search matures, Keyword Discovery becomes more important ...
Theory Traffic-on-Investment, the ROI of SEO <ul><li>Search Popularity is Meaningless without Competitive Data </li></ul><...
Keyword Sources Data integrity and relativity. <ul><li>Data Integrity </li></ul><ul><ul><li>Does the data include automate...
Formula Construction The Aggregate Variables <ul><li>Total matches  ( t ) total number of results returned when the keywor...
Formula Construction The Ranking Page Variables <ul><li>Ranking Page Links  ( p l ) total number of inbound links to the p...
Formula Construction The Domain Variables (thanks, Google)‏ <ul><li>Ranking Domain Links  ( r l ) total number of inbound ...
Formula Construction Misleading variables <ul><li>Bid Values  average bids for a particular keyword in a paid-search listi...
Formula Construction Multipliers and Mathematic Fixes <ul><li>What Matters the Most here is where, as an experienced SEO, ...
Formula Creation Putting it all together. <ul><li>Using API and Scrapers to Gather All Data </li></ul><ul><li>Look at Resu...
<ul><li>Virante, Inc http://www.virante.com </li></ul><ul><li>Commercial Implementation http://www.keyata.com </li></ul>
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Keyword Discovery: Search Engine Optimization

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Advanced Keyword Discovery (Organic Search Engine Optimization) for Online Marketings

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Keyword Discovery: Search Engine Optimization

  1. 2. Introduction Keyword Discovery Matters More Than Ever <ul><li>As search matures, Keyword Discovery becomes more important </li></ul><ul><ul><li>Increased competition </li></ul></ul><ul><ul><li>Pickier users </li></ul></ul><ul><li>Good Keyword Discovery = Happier Clients </li></ul><ul><ul><li>Quicker return on investment </li></ul></ul><ul><ul><li>Easily managed expectations </li></ul></ul><ul><ul><li>Better budgeting </li></ul></ul><ul><li>Good Keyword Discovery = Higher Profits </li></ul><ul><ul><li>Meet client needs with minimal effort </li></ul></ul><ul><ul><li>Choose better investments and better clients </li></ul></ul>Keyword Discovery Matters More than Ever
  2. 3. Theory Traffic-on-Investment, the ROI of SEO <ul><li>Search Popularity is Meaningless without Competitive Data </li></ul><ul><li>Keyword Competitiveness is Meaningless without Popularity Data </li></ul><ul><li>Popularity/Competitiveness = Traffic-on-Investment </li></ul><ul><li>Judging competitiveness measurements: The right competitiveness measurements allow an SEO to determine the ToI of any given keyword. </li></ul><ul><ul><li>To what degree does this measurement indicate a webmaster’s intent to compete for the targeted keyword? </li></ul></ul><ul><ul><li>To what degree does this measurement indicate an obstacle to ranking for the targeted keyword? </li></ul></ul>Traffic-on-Investment, the ROI of SEO
  3. 4. Keyword Sources Data integrity and relativity. <ul><li>Data Integrity </li></ul><ul><ul><li>Does the data include automated searches? </li></ul></ul><ul><ul><li>Is there an incentive to game the data collection? eg: Yahoo </li></ul></ul><ul><li>Relativity and Consistency </li></ul><ul><li>Seasonal Data </li></ul><ul><li>Private keyword sources with API: </li></ul><ul><ul><li>Trellian’s Keyword Discovery </li></ul></ul><ul><ul><li>WordTracker </li></ul></ul><ul><ul><li>Wordze </li></ul></ul>Keyword Sources
  4. 5. Formula Construction The Aggregate Variables <ul><li>Total matches ( t ) total number of results returned when the keyword is searched without quotes shortcomings: large volume of incidental occurrences of keywords. </li></ul><ul><li>Exact matches ( e ) total number of results returned when the keyword is searched within quotes shortcomings: some incidental occurrences of keywords. </li></ul><ul><li>InURL matches ( u ) total number of results returned when the keyword is searched within quotes after inurl: shortcomings: overstates competitiveness of single keyword phrases </li></ul><ul><li>InAnchor matches ( a ) total number of results returned when the keyword is searched within quotes after inanchor: </li></ul><ul><li>InTitle matches ( l ) total number of results returned when the keyword is searched within quotes after intitle: shortcomings: some incidental occurrences, especially of single keyword phrases </li></ul><ul><li>InText matches ( x ) total number of results returned when the keyword is se arched within quotes after intext: shortcomings: some incidental occurrences of keywords </li></ul>The Aggregate Variables
  5. 6. Formula Construction The Ranking Page Variables <ul><li>Ranking Page Links ( p l ) total number of inbound links to the page ranking for a particular keyword shortcomings: many of these links may not include targeted keyword. </li></ul><ul><li>Ranking Page PageRank ( p p ) Google PageRank of page ranking for a particular keyword shortcomings: slow updates. </li></ul><ul><li>Ranking Page InTitle ( p t ) occurrence of keyword in title of ranking page </li></ul><ul><li>Ranking Page InText, H1s, etc. ( p x ) occurrence of keyword in various HTML tags of ranking page </li></ul>The Ranking Page Variables
  6. 7. Formula Construction The Domain Variables (thanks, Google)‏ <ul><li>Ranking Domain Links ( r l ) total number of inbound links to the domain ranking for a particular keyword shortcomings: many of these links may not include targeted keyword. </li></ul><ul><li>Ranking Domain PageRank ( r p ) Google PageRank of domain ranking for a particular keyword shortcomings: slow updates. </li></ul><ul><li>Ranking Domain Age ( r a ) age of domain ranking for a particular keyword </li></ul>The Domain Variables
  7. 8. Formula Construction Misleading variables <ul><li>Bid Values average bids for a particular keyword in a paid-search listing shortcomings: does not indicate interest in competing via organic listings, does not indicate an obstacle for ranking organically, data is greatly skewed by paid-search policies (makes pharma look very uncompetitive), data is greatly skewed by price of item for sale. </li></ul><ul><li>Traffic Estimates estimated traffic for a particular domain or page shortcomings: does not indicate interest in competing via organic listings, does not indicate an obstacle for ranking organically, data is skewed by type-in-traffic, paid-search campaigns, viral nature of site, etc. </li></ul>Common Misleading Variables
  8. 9. Formula Construction Multipliers and Mathematic Fixes <ul><li>What Matters the Most here is where, as an experienced SEO, you get to work your magic. You get to make your own algorithm. </li></ul><ul><ul><li>Annotated with the m # notation where # is the variable to which the multiplier applies </li></ul></ul><ul><ul><li>Can be a positive constant, integer or fraction </li></ul></ul><ul><ul><li>Can be an equation itself </li></ul></ul><ul><ul><ul><li>You can create an incidental occurrence rate by comparing two values, such as the intext and intitle measurements. Create an index of this to determine the incidental->intentional ratio of a word’s occurrence and then use that to tweak values with weaknesses due to incidental occurrence. </li></ul></ul></ul><ul><li>Mathematical Fixes use math to devalue less important, less meaningful variables and to emphasize those variables that mean the most. For example, I always show great emphasis towards the allinanchor: aggregate data, and the inbound link numbers to both the domain and the ranking page. Links represent are a legitimate barrier to ranking. </li></ul>Multipliers and Mathematical Fixes
  9. 10. Formula Creation Putting it all together. <ul><li>Using API and Scrapers to Gather All Data </li></ul><ul><li>Look at Results in Context Comparing a keyword to other keywords is essential. It can also be valuable to look at keywords that are searched a similar number of times. The higher the V 0 score, the better the keyword. </li></ul><ul><li>Understand and Attack Start by targeting keywords that have very few backlinks to the ranking pages. Rankings can often be secured for these keywords by simply creating well-optimized content. </li></ul>Putting it all together.
  10. 11. <ul><li>Virante, Inc http://www.virante.com </li></ul><ul><li>Commercial Implementation http://www.keyata.com </li></ul>

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