2. KEYWORD TUNE-UP
FIND, ORGANIZE AND USE KEYWORDS FOR EFFECTIVE INBOUND
MARKETING
@PolePositionMkg
#SearchRankCC 2
3. KEYWORD RESEARCH: INTRODUCTION
Keyword research is…
Confusing…
Frustrating…
Annoying
Perplexing
Baffling
Cumbersome
Discouraging
Perturbing
Burdensome
All research and no play
makes Jack a dull boy.
5. Every keyword search starts with
KEYWORD RESEARCH: INTRODUCTION
a desire
Questions
Who What How When Where Why
Education
News Recent
How to Ways to Ideas for
about events
Shopping
Price Trust Policies Shipping
6. Keywords help you know your audience
KEYWORD RESEARCH: INTRODUCTION
Searcher Interest Need
Business Education Strategy
Students Information Direction
Hobbyists Ideas Community
Every SEARCHER has an INTEREST in a specific NEED
7. Keywords help you target
KEYWORD RESEARCH: INTRODUCTION
your audience
How your audience searches
words they use search volume
What your audience wants
important terminology searcher intent
Speak your audience’s language
content development search engine optimization
8. How we search with keywords
KEYWORD RESEARCH: INTRODUCTION
How People Search
1 word 2 words 3 words 4 words
5 words 6 words 7 + words
5%
6% 20%
9%
15% 23%
22%
Source: Onestat
9. Cycle of search activity
KEYWORD RESEARCH: INTRODUCTION
Until SEARCHES
GOALS start with
achieved an idea
SEARCHER SEARCH
Learns and RESULTS
Searches provide
Again answers
SEARCHER
gains
knowledge
10. Not all keywords are the same
KEYWORD RESEARCH: INTRODUCTION
Single- • High volume, low targeted traffic
• Answers “about” type questions word • Low ROI
• Target as secondary
Info Multi-
queries word
• Lower search volume, Higher targeting
• Actively searched phrases
• Start with lower-hanging fruit • Plurals, singulars and stems
• Changed word order
Search Phrase
volume variations
• Analyze for convertability • Geo-targeting improves conversions
• Eliminate phrases that don’t convert • Add geo-qualifiers as necessary
Convert-
Localized
ability
12. What are core terms?
KEYWORD RESEARCH: CORE TERMS
ski
Are Are Not Water bottle
Baby bedding
Garage plans
School supplies
Ski gear
Cost segmentation
Battery
Motorcycle battery
Battery charger
Flowmeters
Snowmobile clothing
Plastic key cards
13. Why single words don’t work
KEYWORD RESEARCH: CORE TERMS
What do these words have in common?
Bag Bag of
Bean Lady Worms
Bag
Sandwich Sleeping Duffel
Bag Bag Bag
14. What terms are used in
Start to brainstorm
KEYWORD RESEARCH: CORE TERMS
industry glossaries and
reference materials?
What is the average What can I find in
customer searching thesauri, taxonomies
for? and ontologies? What related
categories can I
find in search
directories?
What are my
visitors trying to Are there any
accomplish? geographical phrases
that are relevant?
What questions
are my visitors What terminology
asking? describes problems I
solve?
What solutions do I
provide?
15. Learn from your competition
KEYWORD RESEARCH: CORE TERMS
Title tags
Meta keywords
Meta description
Text
Navigation
16. KEYWORD RESEARCH: CORE TERMS
Use research tools
Keyword
Discovery
Google
Adwords
Wordtracker
18. Just the facts core terms, ma’am!
KEYWORD RESEARCH: CORE TERMS
No Wholesale
qualifiers Rolling
Honda
Large
Waterproof
supply
No stems supplies
teach
teacher
teaching
No trademark
infringement!
19. Map core terms to site content
KEYWORD RESEARCH: CORE TERMS
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design
21. What a core term isn’t
KEYWORD RESEARCH: SEARCH PHRASES
a search phase is
core
+ Wholesale
Rolling
qualifiers Honda
Large
Waterproof
core
+ supplies
stems
teacher
teaching
22. Core vs. phrases
KEYWORD RESEARCH: SEARCH PHRASES
school
supplies
school school discount
store school
supplies supply supply
home
school
supplies
23. Where to find search phrases
KEYWORD RESEARCH: SEARCH PHRASES
Competitors
Search
AdWords
Suggest
In-Site Keyword Make crap
Search Tools up
24. Can you have too many?
HOW MUCH IS ENOUGH?
Elimination
Evaluation
26. Take out the garbage
KEYWORD RESEARCH: SEARCH PHRASES
free
uk
unrelated untargeted inaccurate
cheap
bad changed ridiculously
grammar context long
search
nonsensical
operators
27. Four prioritization factors
KEYWORD RESEARCH: SEARCH PHRASES
Search Target Profit Meet
volume Audience Margin Demand
• How often? • Better conversions • Better conversions • Avoid driving
• Low volume = low • Better targeted = • Higher markup traffic where
results lower volume • More demand expected demand
cannot be met
28. Look for ROI phrases
KEYWORD RESEARCH: SEARCH PHRASES
Trends
• Intent • Gaps
• Desire • Seasonal • Profits
• Future
Searcher ROI
33. The search cycle
KEYWORD RESEARCH: KEYWORD ORGANIZATION
Interest
Purchase Gather
Exclude Research
34. How we search using keywords
KEYWORD RESEARCH: KEYWORD ORGANIZATION
• beauty products
• facial cleansers
• hair styles
Specific Broad
• reduce irritation
• environmentally friendly Desires Topics
• all natural
Immediate
Concerns
• dry skin remedy
• organic shower gel
• look younger
35. Searcher shopping phases
KEYWORD RESEARCH: KEYWORD ORGANIZATION
Researchers Shoppers Buyers
Research Shop Buy Info
Purpose: Purpose: Purpose: Purpose:
Deciding on Comparing Looking at Seeking
Needs Aspects Specifics Knowledge
Pass visitors through each of the stages
36. Determine which pages work best
KEYWORD RESEARCH: KEYWORD ORGANIZATION
Research
(main
category)
Shop
Core Term (sub
category)
Buy
(products)
38. Head vs. long-tail targeting
KEYWORD RESEARCH: KEYWORD ORGANIZATION
More volume
More conversions
39. It’s all in how you group them
KEYWORD RESEARCH: KEYWORD ORGANIZATION
by relation… by meaning…
Cheap Organic Present
• discount • natural • gift
• bargain • raw • surprise
Basketball Foxtrot Oscars
• baseball • Waltz • Grammys
• football • Tango • Emmys
40. There’s more than one way
KEYWORD RESEARCH: KEYWORD ORGANIZATION
to group keywords Wheeled leather
travel bag
Wheeled travel Overnight travel
bags bag on wheels
Wheeled sports
travel bag
Travel bags
Leather weekend
travel bag
Weekend travel Durable weekend
bags travel bag
Heavy duty
weekend travel
bag
47. The not-enough-pages myth
KEYWORD RESEARCH: KEYWORD IN ACTION
Write
Answer
information
questions
articles
Add
Content Provide
Expand on
expert
benefits
advice
Review
products