@StoneyD
Stoney G deGeyter
@polepositionmkg
SOLVING THE
KEYWORD
MYSTERY
CLUE IN ON HOW CUSTOMERS SEARCH FOR
YOUR BUSINESS
• @StoneyD
• +StoneydeGeyter
• linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyte...
@StoneyD
Stoney G deGeyter
@polepositionmkg
WHY KEYWORDS HAVE VALUE
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Source: Trellian
How we search with keywords
December 2013
1 word
2 words
3 word...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Keywords are the foundation for all marketing
WHY KEYWORDS HAVE VALUE
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Shopping
Price Trust Policies Shipping
Education
How to Ways to Ideas for
News
a...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
SEARCHES
start with
a desire
SEARCH
RESULTS
provide
answers
SEARCHER
gains
knowl...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Keywords help you know your audience
Searcher Interest Need
Business
Students
Ho...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Style
Technical How To News Promotional
Format
Blogs Case Studies
White
Papers
D...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Single-
word
Multi-
word
Phrase
variations
Localized
Convert-
ability
Search
vol...
@StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 1: CORE TERM RESEARCH
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Download these spreadsheets
STEP 1: CORE TERM RESEARCH
http://ppmkg.com/coreword...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
snowmobile
snowmobile helmets
discount snowmobile boots
snowmobile accessories
w...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Why single words don’t work
Bean Lady Worms
Sandwich Sleeping Duffel
What do the...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Document as you go
STEP 1: CORE TERM RESEARCH
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Analyze your content
STEP 1: CORE TERM RESEARCH
URL
Core
Term
Targeted
Page
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Title tags
Meta keywords
Meta description
Text
Navigation
Learn from your compet...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
What can I find in
thesauri, taxonomies
and ontologies?
What is the average
cust...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Wordtracker
Google
Adwords
Keyword
Discovery
Use keyword research tools
STEP 1: ...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discoun...
@StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 2: SEARCH PHRASE RESEARCH
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
snowmobile helmets
snowmobile helmet
hjc snowmobile helmets
modular snowmobile h...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Head vs. long-tail targeting
More volume
More conversions
STEP 2: SEARCH PHRASE ...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
STEP 2: SEARCH PHRASE RESEARCH
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
In-Site
Search
Search
Suggest
Competition
AdWords
Make crap
up
Where to find sea...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
free
uk
cheap
unrelated untargeted inaccurate
ridiculously
long
changed
context
...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
No search
volume
Poor
audience
targeting
Low profit
margin
Inability to
meet
dem...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
• Intent
• Desire
Searcher
• Seasonal
• Future
Trends
• Gaps
• Profits
ROI
Look ...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
increases
traffic &
sales
deceptively
makes
keywords
look poor
MoreExposure
LowE...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
“cordless
telephone”
headset?
cordless
“telephone
headset”
Don’t assume searcher...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
How many are too many?
Evaluation
Elimination
STEP 2: SEARCH PHRASE RESEARCH
@StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 3: ORGANIZE KEYWORDS INTO GROUPS
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Broad
Topics
Immediate
Concerns
Specific
Desires
• 12v motorcycle battery charge...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Researchers Shoppers Buyers
Research
Purpose:
Deciding on
Needs
Shop
Purpose:
Co...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Categorize keywords by searcher intent
STEP 3: ORGANIZE KEYWORDS INTO TARGETED G...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Research
(main
category)
Shop
(sub
category)
Buy
(products)
Info (blog)
Determin...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
The one-keyword-per-page myth
STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Cheap
• discount
• bargain
Organic
• natural
• raw
Present
• gift
• surprise
bym...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Travel bags
Wheeled travel
bags
Wheeled leather
travel bag
Overnight travel
bag ...
@StoneyD
Stoney G deGeyter
@polepositionmkg
STEP 4: PUT KEYWORDS INTO ACTION
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Achievable
Quickest
results
Most
profitable
So many keywords, where to begin?
ST...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
SEO plugins for WordPress
WordPress SEO
by Yoast
All-In-One
SEO Pack
Basic SEO
P...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Where do your keywords go?
SEO Title 50 characters to describe our page with key...
KEYWORDS AND WORDPRESS @StoneyD #WCNC2014
Poorly
Targeted
High Bounce
Rates
Low
Conversions
Sometimes you get it wrong
Get...
@StoneyD
Stoney G deGeyter
@polepositionmkg
Thank
You!
COMING SOON Available Now
PolePositionMarketing.com/cheatsheet
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Solving the Keyword Mystery: Clue In on How Customers Search for Your Business

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Get a Keyword Tune-Up! Stoney deGeyter will help you tune-up your website’s keywords–the foundation of your online and offline marketing.

Learn how to find, organize and use keywords for effective inbound marketing, including how to find your core keyword terms, uncover valuable search phrases and organize keywords into targeted groups for optimal results.

Published in: Marketing, Technology, Business
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Solving the Keyword Mystery: Clue In on How Customers Search for Your Business

  1. 1. @StoneyD Stoney G deGeyter @polepositionmkg SOLVING THE KEYWORD MYSTERY CLUE IN ON HOW CUSTOMERS SEARCH FOR YOUR BUSINESS
  2. 2. • @StoneyD • +StoneydeGeyter • linkedin.com/in/stoneygd Web Presence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME PolePositionMarketing.com/cheatsheet
  3. 3. @StoneyD Stoney G deGeyter @polepositionmkg WHY KEYWORDS HAVE VALUE
  4. 4. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Source: Trellian How we search with keywords December 2013 1 word 2 words 3 words WHY KEYWORDS HAVE VALUE
  5. 5. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Keywords are the foundation for all marketing WHY KEYWORDS HAVE VALUE
  6. 6. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Shopping Price Trust Policies Shipping Education How to Ways to Ideas for News about Recent events Questions Who What How When Where Why Every keyword search starts with a desire WHY KEYWORDS HAVE VALUE
  7. 7. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 SEARCHES start with a desire SEARCH RESULTS provide answers SEARCHER gains knowledge SEARCHER Learns and Searches Again Until GOALS achieved Cycle of search activity WHY KEYWORDS HAVE VALUE
  8. 8. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Keywords help you know your audience Searcher Interest Need Business Students Hobbyists Education Information Ideas Strategy Direction Community Every SEARCHER has an INTEREST in a specific NEED WHY KEYWORDS HAVE VALUE
  9. 9. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Style Technical How To News Promotional Format Blogs Case Studies White Papers Downloads Language Products Services Features Benefits Keywords help you target your audience WHY KEYWORDS HAVE VALUE
  10. 10. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • High volume, low targeted traffic • Low ROI Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Lower search volume, Higher targeting Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Plurals, singulars and stems • Changed word order Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Geo-targeting improves conversions • Add geo-qualifiers as necessary Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Analyze for convertability • Eliminate phrases that don’t convert Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Actively searched phrases • Start with lower-hanging fruit Single- word Multi- word Phrase variations Localized Convert- ability Search volume Info queries • Answers “about” type questions • Target as secondary Not all keywords are the same WHY KEYWORDS HAVE VALUE
  11. 11. @StoneyD Stoney G deGeyter @polepositionmkg STEP 1: CORE TERM RESEARCH
  12. 12. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Download these spreadsheets STEP 1: CORE TERM RESEARCH http://ppmkg.com/corewords http://ppmkg.com/keywordphrases
  13. 13. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 snowmobile snowmobile helmets discount snowmobile boots snowmobile accessories winter clothes snow equipment FXR men’s snow gear snowmobile clothing KLIM snowmobile clothing Bell helmets best snowmobile helmets What is a core term? STEP 1: CORE TERM RESEARCH A core term is a broad, 2- 3 word phrase that accurately describes a product or service you offer. ------------------ Pick the Core Terms: -------------------------------------- --------------------- ------------------------ ------- ------------------------ ------------------------------------ Let’s begin 
  14. 14. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Why single words don’t work Bean Lady Worms Sandwich Sleeping Duffel What do these words have in common? Bag Bag Bag of Bag Bag Bag STEP 1: CORE TERM RESEARCH
  15. 15. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Document as you go STEP 1: CORE TERM RESEARCH
  16. 16. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Analyze your content STEP 1: CORE TERM RESEARCH URL Core Term Targeted Page
  17. 17. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Title tags Meta keywords Meta description Text Navigation Learn from your competition STEP 1: CORE TERM RESEARCH
  18. 18. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 What can I find in thesauri, taxonomies and ontologies? What is the average customer searching for? What are my visitors trying to accomplish? What terms are used in industry glossaries and reference materials? What solutions do I provide? What terminology describes problems I solve? What related categories can I find in search directories? What questions are my visitors asking? Brainstorm for ideas Are there any geographical phrases that are relevant? STEP 1: CORE TERM RESEARCH
  19. 19. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Wordtracker Google Adwords Keyword Discovery Use keyword research tools STEP 1: CORE TERM RESEARCH
  20. 20. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Buy Blue Widgets California Widgets How to Use Widgets Red Widget Review Discount Widgets Custom Widget Design Find relevant pages for keywords STEP 1: CORE TERM RESEARCH
  21. 21. @StoneyD Stoney G deGeyter @polepositionmkg STEP 2: SEARCH PHRASE RESEARCH
  22. 22. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 snowmobile helmets snowmobile helmet hjc snowmobile helmets modular snowmobile helmets best snowmobile helmet snowmobile helmets for sale youth snowmobile helmets snowmobile helmet reviews gmax snowmobile helmets polaris snowmobile helmets kids snowmobile helmets modular snowmobile helmet What is a search phrase? STEP 2: SEARCH PHRASE RESEARCH Any 2-6 word phrase that reflects your specific products or services. Core term: snowmobile helmet
  23. 23. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Head vs. long-tail targeting More volume More conversions STEP 2: SEARCH PHRASE RESEARCH Head Long Tail
  24. 24. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 STEP 2: SEARCH PHRASE RESEARCH
  25. 25. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 In-Site Search Search Suggest Competition AdWords Make crap up Where to find search phrases Keyword Tools STEP 2: SEARCH PHRASE RESEARCH
  26. 26. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 free uk cheap unrelated untargeted inaccurate ridiculously long changed context bad grammar search operators nonsensical Take out the garbage STEP 2: SEARCH PHRASE RESEARCH
  27. 27. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 No search volume Poor audience targeting Low profit margin Inability to meet demand Four crucial elimination factors STEP 2: SEARCH PHRASE RESEARCH
  28. 28. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 • Intent • Desire Searcher • Seasonal • Future Trends • Gaps • Profits ROI Look for ROI phrases STEP 2: SEARCH PHRASE RESEARCH
  29. 29. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 increases traffic & sales deceptively makes keywords look poor MoreExposure LowExposure Performance matters STEP 2: SEARCH PHRASE RESEARCH
  30. 30. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 “cordless telephone” headset? cordless “telephone headset” Don’t assume searcher’s intent STEP 2: SEARCH PHRASE RESEARCH
  31. 31. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 How many are too many? Evaluation Elimination STEP 2: SEARCH PHRASE RESEARCH
  32. 32. @StoneyD Stoney G deGeyter @polepositionmkg STEP 3: ORGANIZE KEYWORDS INTO GROUPS
  33. 33. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Broad Topics Immediate Concerns Specific Desires • 12v motorcycle battery charger • snowcross snowmobile helmet • retail credit card processing • motorcycle batteries • snowmobile helmet • retail merchant • motorcycle battery charger • snowmobile racing helmet • retail merchant processing Three primary ways of searching STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
  34. 34. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Researchers Shoppers Buyers Research Purpose: Deciding on Needs Shop Purpose: Comparing Aspects Buy Purpose: Looking at Specifics Info Purpose: Seeking Knowledge Pass visitors through these stages Searcher shopping phases STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS Blog This
  35. 35. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Categorize keywords by searcher intent STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
  36. 36. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Research (main category) Shop (sub category) Buy (products) Info (blog) Determine which pages work best Core Term STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
  37. 37. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 The one-keyword-per-page myth STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
  38. 38. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Cheap • discount • bargain Organic • natural • raw Present • gift • surprise bymeaning…byrelation… Basketball • baseball • football Foxtrot • Waltz • Tango Oscars • Grammys • Emmys It’s all in the grouping STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS
  39. 39. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Travel bags Wheeled travel bags Wheeled leather travel bag Overnight travel bag on wheels Wheeled sports travel bag Overnight travel bags Leather overnight travel bag Durable overnight travel bag Heavy duty overnight travel bag There are multiple ways to group keywords STEP 3: ORGANIZE KEYWORDS INTO TARGETED GROUPS Do what’s best for your site.
  40. 40. @StoneyD Stoney G deGeyter @polepositionmkg STEP 4: PUT KEYWORDS INTO ACTION
  41. 41. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Achievable Quickest results Most profitable So many keywords, where to begin? STEP 4: PUTTING KEYWORDS INTO ACTION
  42. 42. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 SEO plugins for WordPress WordPress SEO by Yoast All-In-One SEO Pack Basic SEO Pack STEP 4: PUTTING KEYWORDS INTO ACTION
  43. 43. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Where do your keywords go? SEO Title 50 characters to describe our page with keywords Meta Description 160 characters to summarize your page content. Keywords provide “scent”. Meta Keywords Um… no. STEP 4: PUTTING KEYWORDS INTO ACTION Content Your keywords are your topic. Write content that focuses on your topic and make sure your keywords are used effectively.
  44. 44. KEYWORDS AND WORDPRESS @StoneyD #WCNC2014 Poorly Targeted High Bounce Rates Low Conversions Sometimes you get it wrong Get over it STEP 4: PUTTING KEYWORDS INTO ACTION
  45. 45. @StoneyD Stoney G deGeyter @polepositionmkg Thank You! COMING SOON Available Now PolePositionMarketing.com/cheatsheet

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