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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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  • 1. SEO Fundamentals
    Keyword Research and Analysis
    Presented by: Asif Anwar
  • 2. 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
  • 3. 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
  • 4. Stages of KRA
  • 5. Collect Keywords
  • 6. 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
  • 7. 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)
  • 8. Practice
    Target Markets
  • 9. 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)
  • 10. Identify Keywords
    Modifier (Portable)
    Brand (Sony)
    Geographic (Dhaka)
    Demographic (Men’s)
    Call to action (Buy)
    Educational (How to)
    • Major Product (Bag)
    • 11. Major Service
    • 12. B2B Keywords
    • 13. Entity (Shop)
    • 14. Geographic (Dhaka)
    • 15. Demographic (Men’s)
    • 16. Call to action (Buy)
    • 17. Leather Bag
    • 18. Ladies Leather Bag
    • 19. Ladies Leather Bag Shop
    • 20. Ladies Leather Bag Shop in Dhaka
    • 21. Gucci Leather Bag Company in Dhaka
    • 22. Buy Leather Bag in Dhaka
  • Practice
  • 23. Generate Keyword Combination
    Use or
    Or use IBP 9.X’s Keyword Combination Generator Tool
  • 24. 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
  • 25. 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
  • 26. 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)
  • 27. 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)
  • 28. Related and Peripheral Keywords
    Google Keyword Tool Suggest Related Keywords
    Microsoft adCenter Keyword Search tool suggests related keywords
    You can find synonyms at
    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 also suggests related and peripheral keywords
  • 29. Search Keywords
  • 30. 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
    Keyword Spy
  • 31. 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
  • 32. Other Intelligence You May Need
    The PPC Bid Price of the Keyword from Traffic Estimator of Google Keyword Tool) you the estimated price per click, daily click & cost, etc.
    Keyword Difficulty Level Tool by SEOMoz you a % index on how tough a keyword is for SEO
    Keyword Effectiveness Index (KEI) by Sumantra Roy (most probably Indian Bengali) provided by WordTracker you a value that tells you how effective and the keyword is, in terms of the competition
  • 33. Analyze Keywords
  • 34. 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
  • 35. 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
  • 36. 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)
  • 37. Filtering Keywords
  • 38. 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
  • 39. 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
  • 40. 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.
  • 41. 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
  • 42. Multilingual Keyword Research
    • 43.
    • 44.
    • 45.
    • 46.
    • 47.
    • 48.
    • 49.
    • 50.
    • 51. 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
  • 52. Additional Resources
    KRA on Search Engine Guide:
    KRA on SEOMoz:
    BIMPA Group in Facebook:
    Microsoft Ad Intelligence for MS Excel (Video)
  • 53. Thank You for Your Time
    Now, go and have a struggling time, because prosperity brings more struggles