Keyword Research
In the Age of (not provided)
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
www.topdraw.com
Keyword Research Sucks

@kenjurina
Now Keyword Research
Sucks Even More

@kenjurina
Now Keyword Research
Sucks Even More
• Our keyphrase data from Google is
going, going…gone
– No keyword-level conversion a...
Basic Keyword Research
•
•
•
•

Google Keyword Tool Keyword Planner
Wordtracker
UberSuggest
Soovle

@kenjurina
Basic Research: Keyword Planner

@kenjurina
@kenjurina
@kenjurina
Basic Research: Keyword Planner
Pros
• Solid data (Down to the city)
• Decent suggestions on keyword ideas
– By URL or pro...
Basic Research: Keyword Planner
Cons
• Requires login (not for the paranoid)
• AdWords-centric
• Still need to dig for gre...
Basic Research: Wordtracker

@kenjurina
Basic Research: Wordtracker
Pros
• Find tightly related keyword fast
• Quickly build a list of relevant keywords
• Sort la...
Basic Research: Wordtracker
Cons
• Not as much data as Google
• Sorting is simplistic

@kenjurina
Basic Research: Google Suggest

How to Remove Suggest Personalization (pws=0)

@kenjurina
Suggest – Expanded
• Expand Google Suggest term by adding
a, b, c…

@kenjurina
Ubersuggest.org

@kenjurina
Soovle.com

@kenjurina
Soovle.com

@kenjurina
On-Site User Intent Signaling
Pre (not provided)

@kenjurina
On-Site User Intent Signaling
What Now?
• Landing Pages report
• AdWords Organic vs Paid report
• Site Search Terms report...
Analytics Landing Pages Report

Build a widget:
• Filter
@kenjurina
Analytics Landing Pages Report
Pros
• Real data from Analytics
• Quick

Cons
• You have to guess at the phrases
• No small...
AdWords Paid & Organic Report

@kenjurina
AdWords Paid & Organic Report
How to setup:
1. Verify your site in Webmaster Tools
2. In AdWords go to linked accounts
3. ...
AdWords Paid & Organic Report
Pros
• Interesting interaction data paid/organic
• Identify keyword opportunities
• See if P...
Site Search Terms Report

@kenjurina
Site Search Terms Report
Pros
• Good quality data on what’s missing
• Can be setup on almost any CMS
Cons
• Not as much da...
Top Pages Report

@kenjurina
Top Pages Report

@kenjurina
Top Pages Report

@kenjurina
Top Pages Report
Pros
• Page level keyword data
Cons
• No conversion data
• 90 days worth of data (Python script)
• Data n...
32

Summary
 Basic Research
- Keyword Planner - Wordtracker
- Ubersuggest
- Soovle

 On-site Keywords
– Landing Pages
– ...
Thank You!
Ken Jurina
President & CEO, Top Draw Inc.
@kenjurina
ken@topdraw.com
Download Presentation at:
www.topdraw.com/...
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Keyword research Pubcon 2013

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Ken Jurina from Top Draw presents "Keyword Research in the Age of (not provided)" as seen at Pubcon 2013 Las Vegas.

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Keyword research Pubcon 2013

  1. 1. Keyword Research In the Age of (not provided) Ken Jurina President & CEO, Top Draw Inc. @kenjurina www.topdraw.com
  2. 2. Keyword Research Sucks @kenjurina
  3. 3. Now Keyword Research Sucks Even More @kenjurina
  4. 4. Now Keyword Research Sucks Even More • Our keyphrase data from Google is going, going…gone – No keyword-level conversion analysis – No more branded vs non branded to prove organic SEO impact – No head start on AdWords Campaigns – Advanced strategy on organic SEO @kenjurina
  5. 5. Basic Keyword Research • • • • Google Keyword Tool Keyword Planner Wordtracker UberSuggest Soovle @kenjurina
  6. 6. Basic Research: Keyword Planner @kenjurina
  7. 7. @kenjurina
  8. 8. @kenjurina
  9. 9. Basic Research: Keyword Planner Pros • Solid data (Down to the city) • Decent suggestions on keyword ideas – By URL or product category • Negative keyword option • Data is downloadable @kenjurina
  10. 10. Basic Research: Keyword Planner Cons • Requires login (not for the paranoid) • AdWords-centric • Still need to dig for great long tail phrases • Download 3000 keyword “ideas” at a time @kenjurina
  11. 11. Basic Research: Wordtracker @kenjurina
  12. 12. Basic Research: Wordtracker Pros • Find tightly related keyword fast • Quickly build a list of relevant keywords • Sort large lists by volume AND several competition metrics @kenjurina
  13. 13. Basic Research: Wordtracker Cons • Not as much data as Google • Sorting is simplistic @kenjurina
  14. 14. Basic Research: Google Suggest How to Remove Suggest Personalization (pws=0) @kenjurina
  15. 15. Suggest – Expanded • Expand Google Suggest term by adding a, b, c… @kenjurina
  16. 16. Ubersuggest.org @kenjurina
  17. 17. Soovle.com @kenjurina
  18. 18. Soovle.com @kenjurina
  19. 19. On-Site User Intent Signaling Pre (not provided) @kenjurina
  20. 20. On-Site User Intent Signaling What Now? • Landing Pages report • AdWords Organic vs Paid report • Site Search Terms report • Top Pages report in Webmaster Tools @kenjurina
  21. 21. Analytics Landing Pages Report Build a widget: • Filter @kenjurina
  22. 22. Analytics Landing Pages Report Pros • Real data from Analytics • Quick Cons • You have to guess at the phrases • No small sites or sites with low content @kenjurina
  23. 23. AdWords Paid & Organic Report @kenjurina
  24. 24. AdWords Paid & Organic Report How to setup: 1. Verify your site in Webmaster Tools 2. In AdWords go to linked accounts 3. Click on webmaster tools details 4. Link the site (More details from Google) @kenjurina
  25. 25. AdWords Paid & Organic Report Pros • Interesting interaction data paid/organic • Identify keyword opportunities • See if PPC is cannibalizing organic Cons • Not granular to page • No conversion data @kenjurina
  26. 26. Site Search Terms Report @kenjurina
  27. 27. Site Search Terms Report Pros • Good quality data on what’s missing • Can be setup on almost any CMS Cons • Not as much data, better for e-comm • You need on-site search + GA tracking @kenjurina
  28. 28. Top Pages Report @kenjurina
  29. 29. Top Pages Report @kenjurina
  30. 30. Top Pages Report @kenjurina
  31. 31. Top Pages Report Pros • Page level keyword data Cons • No conversion data • 90 days worth of data (Python script) • Data not 100% correct • Website needs decent amount of traffic @kenjurina
  32. 32. 32 Summary  Basic Research - Keyword Planner - Wordtracker - Ubersuggest - Soovle  On-site Keywords – Landing Pages – Site Search terms - Adwords Organic vs paid - Top Pages Report @kenjurina
  33. 33. Thank You! Ken Jurina President & CEO, Top Draw Inc. @kenjurina ken@topdraw.com Download Presentation at: www.topdraw.com/presentations @kenjurina
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