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The Definitive Guide To Keyword Research
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The Definitive Guide To Keyword Research

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The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaign. Full version.

The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaign. Full version.

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    The Definitive Guide To Keyword Research The Definitive Guide To Keyword Research Presentation Transcript

    • Keyword Research and Selection The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaign
    • From this To this
    • Introduction Why is it so darn important?
      • Helps you know where your audience is
        • How do they search?
        • What words do they use?
        • What’s their intent?
      • Helps you know who your audience is
        • Right keyword, wrong audience
        • Right audience, different keyword searches
      • Helps you target your audience properly
      SEARCH
    • Introduction Keywords are foundational
      • Essential for all marketing
      • Before you begin…
        • Research, research, research
        • Take the time to do it right
    • Introduction Not all keywords are equal
      • Low volume keywords
        • Produce little or no search traffic
        • No traffic = no sales
      • Poorly targeted keywords
        • May produce lots of traffic
        • Non-targeted traffic = fewer sales
        • Smaller amounts of targeted traffic vs.
        • Larger amounts of untargeted traffic
    • Introduction It ain’t easy doing it right
      • Quality keyword research is:
        • Sometimes difficult
        • Usually time-consuming
        • Always important
      • Stay focused
        • Research thoroughly
        • Analyze carefully
        • Target thoughtfully
    • Phase I Finding Core Terms
    • Phase I: Finding Core Terms What is a core term?
      • Represent page topic
      • Two words (sometimes three)
      • Broad but still on target
      • Few qualifiers
        • Keep term from being too broad
        • Stay within niche
      Bag Sports bag Baby bedding Garage plans School supplies Kids ski clothing Cost segmentation Battery Motorcycle battery Battery chargers Flowmeters Snowmobile clothing Plastic key cards
      • Words that are too broad
        • What are they searching for?
      • Won’t produce targeted traffic
        • Doesn’t provide ROI
      Phase I: Finding Core Terms What’s not a core term? bag
    • Phase I: Finding Core Terms How to find core terms
      • Step 1: Pour through the website
      • Step 2: Brainstorm
      Phase I: Finding Core Terms How to find core terms
        • 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?
        • Are there any geographical phrases that are relevant?
        • What terminology describes problems I solve?
        • What related categories can I find in search directories?
        • What questions are my visitors asking?
    • Phase I: Finding Core Terms How to find core terms
      • Step 3: Comb through competitors websites
        • Ignore what you don’t offer
        • Avoid trademarked terms
      TM
      • Step 4: Use keyword research tools
        • Search out other core terms
        • Scan results for something new
        • Look for new core terms
          • New words not previously found
      Phase I: Finding Core Terms How to find core terms
    • Phase I: Finding Core Terms How to find core terms
      • Step 5: Analytics & server logs
    • Phase I: Finding Core Terms How much is enough?
      • There is no magic number
        • Might have 10 or 10,000!
      • Terms may change over time
        • Some added
        • some removed
      • Not all will be valuable
        • Will know more during analysis phase
      teacher supplies teaching supplies free teacher supplies teacher supply stores teacher supply free teaching supplies teacher supply store elementary teacher supplies
    • Phase I: Finding Core Terms Four factors of prioritization
    • Phase I: Finding Core Terms Look beyond “right now”
      • Current exposure factors into current sales
    •  
    • Phase II Researching Search Phrases
    • Phase II: Researching Search Phrases What is a search phrase?
      • Stemmed variation of the core term
      • Core term with attached modifiers
      • Stemmed variation of the core term with modifiers
      • Any group of words that contain the core term
    • Phase II: Researching Search Phrases How to find search phrases
      • The time factor
    • Phase II: Researching Search Phrases How to find search phrases
      • The research factor
    • Phase II: Researching Search Phrases How to find search phrases
      • The deletion factor
        • Remove phrases with bogus words
        • Eliminate phrases that change meaning of intent
        • Delete unrelated terms
        • Keep if unsure
    • Phase II: Researching Search Phrases How to find search phrases
      • The split / combo factor
    • Phase II: Researching Search Phrases Combining core terms
      • When to combine
        • Fewer than 10 good phrases
          • Exception for niche industries
        • All phrases are low search volume
      • How to combine
        • Group most similar together
        • Avoid inconsistent spellings
        • Verify on-page unity
    • Phase II: Researching Search Phrases Splitting into sub-core groups
      • When to split
        • Over 150 phrases
        • See dozens of similar qualifiers
        • Qualifiers with similar meaning
      • Split as often as makes sense
        • 10-15 similar qualifiers
    • Researching Search Phrases Search phrase spreadsheet
    • Phase III Analyzing and Eliminating Keywords
    • Analyzing and Eliminating Keywords Phrase types
    • Analyzing and Eliminating Keywords Single word phrases
      • High volume, low targeted traffic
        • Pre-refined searches
        • Haven’t qualified search yet
        • Searchers re-do searches
        • Produces poor results
      • Low ROI
        • Traffic does not equal sales
        • Effort too great for results
    • Analyzing and Eliminating Keywords Multi-word phrases
      • Lower search volume, Higher targeting
        • More conversions than higher searched terms
        • More opportunities for exposure
          • Multiple word combinations means more visibility
    • Analyzing and Eliminating Keywords Multiple phrase variations
      • Plurals, singulars and stems
          • “ s,” “es,” “ing,” “ed,”
      • Changed word order
        • pontiac used car
        • used pontiac car
      • Don’t focus on word order
        • Use exact core phrase
        • Use additional words independently
        • Make sure copy flows
    • Analyzing and Eliminating Keywords Localized phrases
      • Geo-targeting improves conversions
        • Eliminates calls and emails from non-local customers
        • Focuses your time on target audience
      • Add geo-qualifiers as necessary
        • Specific market segments
        • City, county, state, zip, etc.
    • Analyzing and Eliminating Keywords Keywords that convert
      • Analyze for convertability
        • Searcher intent
        • Meet searcher need
        • Offer that specific product or service?
          • Adidas should not optimize for “air jordan”
          • Don’t target “discount” if you don’t offer it
          • Don’t optimize “cheap” if you’re not
      • Eliminate phrases that don’t convert
    • Analyzing and Eliminating Keywords Measurable search volume
      • Actively searched phrases
        • No searches = no traffic = no sales
      • When is no volume OK
        • Different tools produce different results
        • Inaccurate data in niche industries
        • Geo targeted terms
      • Start with lower-hanging fruit
        • Easier for newer sites
        • Quicker results on less competitive phrases
        • Add competitive phrases as site strength builds
    • Analyzing and Eliminating Keywords Informational queries
      • Answers “about” type questions
        • “ How to create a gift basket”
        • “ Best digital camera”
        • “ Where to board in Nevada”
      • Target as secondary
        • Draws additional traffic
        • Builds loyalty
          • Researchers turn to shoppers
      • Provides opportunity for links
        • Product reviews
        • Product comparisons
        • How-to articles
    • Analyzing and Eliminating Keywords Analyzing phrases for quality
      • What is the customer looking for?
        • Is the query clear?
      • Future / seasonal trends?
      • What’s missing in SERPs?
      • Where’s the ROI?
    •  
    • Analyzing and Eliminating Keywords Don’t rely on your own analysis
      • Seek out additional opinions
        • Colleagues
        • Assistants
        • Managers
        • Outside experts
        • Clients
    • Researching Search Phrases Search phrase spreadsheet
    • Phase IV Organizing Keywords for Success
      • Keywords are just the parts
      Organizing Keywords for Success Making SEO successful
    • Organizing Keywords for Success Organize for performance
    • Organizing Keywords for Success Assigning core terms to pages
      • Analyze each page
        • Leave out product pages
      • Write down page topics
        • Wedding rings
          • Men’s wedding rings
          • Women’s wedding rings
        • Duffel bags
          • Wheeled duffel bags
          • Large duffel bags
      • Assign core terms as appropriate
    • Organizing Keywords for Success Build additional content pages
      • When more keywords than content…
      Create more entry points!
    • Organizing Keywords for Success Segmenting keywords
      • Looking for general information
      • Don’t know what they really want
      • Optimize on higher-level category pages and articles
      • Have narrowed down to product type
      • Comparing features
      • Optimize on category and comparison pages
      • Have specific product in mind
      • Looking for trustworthy place to buy
      • Optimize on specific product pages
    • Organizing Keywords for Success Search phrase spreadsheet
    • Organizing Keywords for Success Grouping phrases for on-page SEO
          • Each page can target 5-15 phrases
        • Group qualifiers with similar meaning
        • Group qualifiers that are related
      cheap discount bargain elegant designer modern vintage antique old baseball basketball football 14 volt 18 volt 24 volt
    • Organizing Keywords for Success Let the content guide keywords
    • Organizing Keywords for Success Search phrase spreadsheet
    • Conclusion
    • Conclusion Don’t rush
      • Keyword research is an important process
        • Take your time to do it thoroughly
        • Rushing leads to mistakes
          • Mistakes mean poor SEO performance
      • Lay the foundation with the best keywords
        • Greater chance for SEO success
        • Less cluttered pages
        • Better audience targeting
        • Improved conversion rates
    • All good? Or…?
    • Thank You! www.PolePositionMarketing.com