Longtail Keyword Research and Analysis - SEO Fundamental Workshop at BASIS
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Longtail Keyword Research and Analysis - SEO Fundamental Workshop at BASIS

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This is s presentation on Longtail Keyword Research and Analysis using various tools starting from finding your keywords, searching for various parameters for your keywords, analyzing the parameters ...

This is s presentation on Longtail Keyword Research and Analysis using various tools starting from finding your keywords, searching for various parameters for your keywords, analyzing the parameters of you keywords, filtering you finalizing your keywords.

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    Longtail Keyword Research and Analysis - SEO Fundamental Workshop at BASIS Longtail Keyword Research and Analysis - SEO Fundamental Workshop at BASIS Presentation Transcript

    • SEO Fundamentals
      Keyword Research and Analysis
      Presented by: Asif Anwar
    • About the Presenter
      SEM Account Manager for Blueliner Marketing, LLC
      Learning about SEO since the meta age, i.e. 2001
      Started Professional SEO in 2003
      Started Multilingual SEO in 2005
      Started PPC in 2008
      Started Social Media Marketing in 2007
      ASIF ANWAR
      @SEOExpertBD
      /asifanwarpathik
      www.seoppcsmm.com
    • Why KRA?
      To find the best keyword to advertise
      To plan Offpage SEO and Link Building Strategy
      To find topics for blogging
      To understand competition
      For planning your social media marketing
      To find the best keyword for SEO
      For planning and designing you site structure
      For copywriting and writeups for your website
    • Stages of KRA
      Collect
      Search
      Analyze
      Filter
    • Collect Keywords
    • Sources of Keywords
      Web Analytics Historic Keywords
      Tools: AdWords KW Tool, SEMRush, KeywordSpy, Spyfu
      Google Webmaster Search Queries
      Competitors’ Organic and PPC Keywords
      Keyword Combination
      AdWords or PPC Campaign Keywords
    • Before You Start
      Identify your products and service
      Identify your brand value
      Identify your competition
      Identify your target markets (B2C vs. B2B)
      Identify you potential products (Verticals)
    • Practice
      Product/Service
      Brands
      Competition
      Target Markets
      Verticals
    • Keyword Types
      Product or Service Keywords (MP3 Player)
      Brand Keywords (Sony MP3 Player)
      Modifier Keywords (Portable MP3 Player)
      Entity Keywords (MP3 Player Shop)
      Geographic Keywords (MP3 Player Shop in Dhaka)
      Demographic Segmented Keywords (Pink MP3 Player for Women)
      Call to Action Keywords (Buy MP3 Player)
      Educational Keywords (How to buy MP3 Player)
      B2B Keywords (MP3 Player Wholesale)
    • Identify Keywords
      Pre-words
      Core-words
      Post-words
      Modifier (Portable)
      Brand (Sony)
      Geographic (Dhaka)
      Demographic (Men’s)
      Call to action (Buy)
      Educational (How to)
      • Major Product (Bag)
      • Major Service
      • B2B Keywords
      • Entity (Shop)
      • Geographic (Dhaka)
      • Demographic (Men’s)
      • Call to action (Buy)
      • Leather Bag
      • Ladies Leather Bag
      • Ladies Leather Bag Shop
      • Ladies Leather Bag Shop in Dhaka
      • Gucci Leather Bag Company in Dhaka
      • Buy Leather Bag in Dhaka
    • Practice
      Pre-words
      Core-words
      Post-words
      Company
      Firm
      Factory
      Shop
      Provider
      Supplier
      Exporter
      Consultant
      Expert
      Developer
      Manufacturer
      Dhaka
      Bangladesh
      Men’s
      Ladies
      Leather
      Plastic
      Durable
      Travel
      Business
      Bag
      Baggage
      Case
      Sack
      Briefcase
    • Generate Keyword Combination
      Use http://bit.ly/3colkwcomgen or http://www.rolbe.com/keyword_combiner.htm
      Or use IBP 9.X’s Keyword Combination Generator Tool
    • Google Webmaster Keywords
      Go to next page
      Go below the table and download it
      Go below the table and download it
      Keep going along as long as there are at least 2 impressions
      Go to Google Webmaster’s Search Queries
      Download Tables as long as there are at least 2 impressions
    • Google Analytics Historic Keywords
      Sort by Visits
      Click Export and then CSV for Excel
      Change period to start day to today
      Go to next page and more pages as long as there in at least 2 visits for a keyword
      Go to Google Keyword Report
      Download CSV for each table as long as there is at 2 visits for a keyword
    • Find Your Keywords
      Generate a list of most important pages on your site (for existing site)
      Use those URLs in Google Keyword Tool (Search by URL)
      Search with your URL in KeywordSpy (Search by Domain)
      Search with your URL in SEMRush (Search by Domain)
    • Competitors’ Keywords
      Search in Google with important keywords to find competitors
      Search for local, near-shore, and global competitors
      Use competitors’ URL in Google Keyword Tool (Search by URL)
      Search competitors’ URL in KeywordSpy (Search by Domain)
      Search competitors’ URL in SEMRush (Search by Domain)
    • Related and Peripheral Keywords
      Google Keyword Tool Suggest Related Keywords
      Microsoft adCenter Keyword Search tool suggests related keywords
      You can find synonyms at http://www.thesaurus.com
      WordTracker also suggests related keywords based on meta search
      In keyword search for competitors, you will find related keywords
      Google, Yahoo, Alexa, and Bing Suggest feature also refer related and peripheral keywords
      Google Wheel used to suggest peripheral keywords
      http://www.quintura.com also suggests related and peripheral keywords
    • Search Keywords
      and
      Parameters
    • Tools for Searching Keywords
      Google Keyword Tool
      MicroSoftadCenter Keyword Tool Online
      Microsoft Advertising Intelligence (adCenteraddin for MS Excel)
      SEO Book Keyword Suggestion Tool
      Keyword Discovery Free Search Term Suggestion Tool
      Wordstream Keyword Search Tool
      WordTracker
      SEMRush
      SpyFu
      Keyword Spy
    • Google Keyword Tool
      Hit Search
      Select appropriate category if required
      Select your desired target audience
      Shows results of exact keywords used
      Paste <100 keywords here
      Shows related and peripheral keywords
    • Other Intelligence You May Need
      The PPC Bid Price of the Keyword from Traffic Estimator of Google Keyword Tool)https://adwords.google.com/select/TrafficEstimatorSandboxShows you the estimated price per click, daily click & cost, etc.
      Keyword Difficulty Level Tool by SEOMozhttp://pro.seomoz.org/tools/keyword-difficulty/Shows you a % index on how tough a keyword is for SEO
      Keyword Effectiveness Index (KEI) by Sumantra Roy (most probably Indian Bengali) provided by WordTrackerhttp://www.wordtracker.com/find-the-best-keywordsShows you a value that tells you how effective and the keyword is, in terms of the competition
    • Analyze Keywords
    • Interpret Results
      Average Number of searches done locally in a month
      Average Number of searches done worldwide in a month
      Relative Index on how competitive is the keyword
      More search value = Worldwide popular keyword
      More search value = Locally popular keyword
      More index value = more competitive or more effective keyword
    • Things You Should Consider
      Popular Keywords have high competition (not always)
      Popular Keywords don’t sell or convert well
      Popular keywords are very good for reputation and branding
      Highly competitive keywords are hard to beat
      Highly competitive keywords are also those keywords that sells, assuming that the industry is mature enough
      Trying to beat global competition can take you years of efforts
      Finding the best match for your identity is a good option, even if it is a long keyphrase or belong to long tail keyword category
      B2B Keywords are the ones that businesses will use, not general public. So, they might be less popular than other similar keywords
    • Further Keyword Analysis
      Assess if the found keywords are relevant to your core-words using the excel formula “=IF(ISERROR(FIND(I$3,$B4,1)),"Not Relevant","Relevant")”
      Do a word count to filter out Long Tail Keywords into separate sheet using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)”
      Finally sort your results by Relevance, then by Competition (highly effective keywords) and then by Global Monthly Searches (highly popular keywords)
    • Filtering Keywords
      Analyze
    • Removing Irrelevant Keywords
      Using the excel formula “=IF(ISERROR(FIND(I$3,$A2,1)),"Not Relevant","Relevant")” find the relevant keywords that matches your core-words
      Sort the keywords according to relevance, so that the irrelevant keywords are shown together
      Go through the irrelevant keywords and delete them
      Keep the keywords that are not relevant, but may be related
    • Long Tail & Phrase Keywords
      Using the excel formula “=IF(LEN(TRIM(A2))=0,0,LEN(TRIM(A2))-LEN(SUBSTITUTE(A2," ",""))+1)” find the word count in a keyword
      If the word count is more than 3 or 4 (use your judgement), then separate them to another sheet for long tail keywords
      You can use them as topics to generate contents for blogging, link building, and social media content distribution
      Keep highly relevant long keyphrases in important keyword list if required
    • Dealing with Conflicting Keywords
      Google Keyword Tool shows same popularity and competition result for broad match keywords like: web design company, company design web, design web company, etc. You can see similar keywords like this when you sort by popularity and competition. But the keywords show different bid price. Choose the keyword with highest bid. Additionally, you can do a phrase search to see which keyword has the highest number of competing pages in Google, Yahoo or Bing.
      The popularity does not tell you if it will fall in future, while other’s popularity will rise. Use Google Trend to understand this.
      When you collect keywords from various sources, you also get duplicate keywords. Remove them from excel with remove duplicate tool.
    • Score Your Keywords
      Use 10 score scale for either Global or Local Popularity (whichever target market is important for you), Competition, and Keyword Difficulty
      You can also bring in other factors with custom 10 scale scores and specific weights, like: B2B relevance (1-10), how specific is the keyword to your business (1-10), how converting is the keyword (1-10), etc.
      Determine your best weight for Global or Local Popularity, Competition, and Keyword Difficulty (use personal judgment or monitor output)
      Find weighted average of the keyword and sort keyword accordingly
    • Multilingual Keyword Research
      Tools
      Strategies
      • http://translate.google.com
      • http://babelfish.yahoo.com
      • http://www.worldlingo.com/products_services/worldlingo_translator.html
      • http://www.appliedlanguage.com/free_translation.shtml
      • http://www.freetranslation.com
      • http://translation2.paralink.com
      • http://freetranslation.imtranslator.com
      • http://www.tranexp.com:2000/Translate/index.shtml
      • http://en.wikipedia.com
      • Image Search
      Find the keyword in Wikipedia and find various versions
      Translate English keywords into desired language with various online machine translation tools
      Retranslate the translated keywords with various online machine translation tools
      Verify keyword with image search
      Find the popularity of the translated keyword in Google Keyword Tool
    • Additional Resources
      KRA on Search Engine Guide: http://www.searchengineguide.com/stoney-degeyter/comprehensive-guide-to-keyword-research.php
      KRA on SEOMoz: http://www.seomoz.org/blog/10-steps-to-advanced-keyword-research
      BIMPA Group in Facebook: https://www.facebook.com/groups/bimpa/
      Microsoft Ad Intelligence for MS Excel (Video) http://advertising.microsoft.com/small-business/adcenter-downloads/advertising-intelligence/overview
    • Thank You for Your Time
      Now, go and have a struggling time, because prosperity brings more struggles