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Keyword Discovery: Search Engine Optimization
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Keyword Discovery: Search Engine Optimization

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

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

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    Keyword Discovery: Search Engine Optimization Keyword Discovery: Search Engine Optimization Presentation Transcript

    •  
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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.
      • Virante, Inc http://www.virante.com
      • Commercial Implementation http://www.keyata.com