Keyword research Pubcon 2013
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Keyword research Pubcon 2013



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

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 Keyword research Pubcon 2013 Presentation Transcript

  • Keyword Research In the Age of (not provided) Ken Jurina President & CEO, Top Draw Inc. @kenjurina
  • 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 analysis – No more branded vs non branded to prove organic SEO impact – No head start on AdWords Campaigns – Advanced strategy on organic SEO @kenjurina
  • Basic Keyword Research • • • • Google Keyword Tool Keyword Planner Wordtracker UberSuggest Soovle @kenjurina
  • Basic Research: Keyword Planner @kenjurina
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  • 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
  • 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
  • Basic Research: Wordtracker @kenjurina
  • 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
  • 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
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  • 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 • Top Pages report in Webmaster Tools @kenjurina
  • 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 sites or sites with low content @kenjurina
  • 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. Click on webmaster tools details 4. Link the site (More details from Google) @kenjurina
  • 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
  • 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 data, better for e-comm • You need on-site search + GA tracking @kenjurina
  • 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 not 100% correct • Website needs decent amount of traffic @kenjurina
  • 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
  • Thank You! Ken Jurina President & CEO, Top Draw Inc. @kenjurina Download Presentation at: @kenjurina