Keyword Discovery: Search Engine Optimization

  • 2,207 views
Uploaded on

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

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

More in: Business , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • so informative & helpful!!
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,207
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
1
Likes
6

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1.  
  • 2. Introduction Keyword Discovery Matters More Than Ever
    • As search matures, Keyword Discovery becomes more important
      • Increased competition
      • Pickier users
    • Good Keyword Discovery = Happier Clients
      • Quicker return on investment
      • Easily managed expectations
      • Better budgeting
    • Good Keyword Discovery = Higher Profits
      • Meet client needs with minimal effort
      • Choose better investments and better clients
    Keyword Discovery Matters More than Ever
  • 3. Theory Traffic-on-Investment, the ROI of SEO
    • Search Popularity is Meaningless without Competitive Data
    • Keyword Competitiveness is Meaningless without Popularity Data
    • Popularity/Competitiveness = Traffic-on-Investment
    • Judging competitiveness measurements: The right competitiveness measurements allow an SEO to determine the ToI of any given keyword.
      • To what degree does this measurement indicate a webmaster’s intent to compete for the targeted keyword?
      • To what degree does this measurement indicate an obstacle to ranking for the targeted keyword?
    Traffic-on-Investment, the ROI of SEO
  • 4. Keyword Sources Data integrity and relativity.
    • Data Integrity
      • Does the data include automated searches?
      • Is there an incentive to game the data collection? eg: Yahoo
    • Relativity and Consistency
    • Seasonal Data
    • Private keyword sources with API:
      • Trellian’s Keyword Discovery
      • WordTracker
      • Wordze
    Keyword Sources
  • 5. Formula Construction The Aggregate Variables
    • Total matches ( t ) total number of results returned when the keyword is searched without quotes shortcomings: large volume of incidental occurrences of keywords.
    • Exact matches ( e ) total number of results returned when the keyword is searched within quotes shortcomings: some incidental occurrences of keywords.
    • InURL matches ( u ) total number of results returned when the keyword is searched within quotes after inurl: shortcomings: overstates competitiveness of single keyword phrases
    • InAnchor matches ( a ) total number of results returned when the keyword is searched within quotes after inanchor:
    • 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
    • InText matches ( x ) total number of results returned when the keyword is se arched within quotes after intext: shortcomings: some incidental occurrences of keywords
    The Aggregate Variables
  • 6. Formula Construction The Ranking Page Variables
    • 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.
    • Ranking Page PageRank ( p p ) Google PageRank of page ranking for a particular keyword shortcomings: slow updates.
    • Ranking Page InTitle ( p t ) occurrence of keyword in title of ranking page
    • Ranking Page InText, H1s, etc. ( p x ) occurrence of keyword in various HTML tags of ranking page
    The Ranking Page Variables
  • 7. Formula Construction The Domain Variables (thanks, Google)‏
    • 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.
    • Ranking Domain PageRank ( r p ) Google PageRank of domain ranking for a particular keyword shortcomings: slow updates.
    • Ranking Domain Age ( r a ) age of domain ranking for a particular keyword
    The Domain Variables
  • 8. Formula Construction Misleading variables
    • 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.
    • 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.
    Common Misleading Variables
  • 9. Formula Construction Multipliers and Mathematic Fixes
    • What Matters the Most here is where, as an experienced SEO, you get to work your magic. You get to make your own algorithm.
      • Annotated with the m # notation where # is the variable to which the multiplier applies
      • Can be a positive constant, integer or fraction
      • Can be an equation itself
        • 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.
    • 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.
    Multipliers and Mathematical Fixes
  • 10. Formula Creation Putting it all together.
    • Using API and Scrapers to Gather All Data
    • 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.
    • 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.
    Putting it all together.
  • 11.
    • Virante, Inc http://www.virante.com
    • Commercial Implementation http://www.keyata.com