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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