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organic_keyword_research_and_selection-craig_paddock.ppt organic_keyword_research_and_selection-craig_paddock.ppt Presentation Transcript

  • Organic Keyword Research and Selection Presented by: Craig Paddock Boost Ranking Slide 1 of 117
  • Keyphrase Research = Keyphrase Popularity
  • Keyphrase Research = Keyphrase Popularity X
  • Keyphrase Research=
    • Popularity
    • Click-thru rate
    • Quality - Conversion rate or engagement
    • Competitiveness
    • Current Ranking
  • Keyphrase Discovery
    • Log files/Analytics – converting keyphrases
    • Internal site search
    • 3 rd party sampling (Wordtracker, Trellian)
    • Google Adwords & Webmaster Tools
  • Google Adwords
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  • “John McCain” “ Barack Obama”
  •  
  • Competitive Intelligence
    • HitWise $$$
    • Trellian Competitive Intelligence $$
    • KeyCompete $$
    • Compete.com $
  • Keyphrase Expanders/Variations-
    • best / online / buy / cheap / discount / wholesale / accessories / supplies
    • “Reviews” – user generated content
    • Higher conversion rate
  • Keyphrase Expanders/Variations-
  • Google Search Box Increased importance for selected terms
  • Defend Your Brand Names/Terms
    • Highest converting (2x+)
    • Easiest to rank for
    • Misspellings, variations (locale etc.)
    • Affiliates will target branded terms you miss
    • Target more than one result - Universal
  • Defend Your Brand Names/Terms
    • Additional results-
    • YouTube
    • Social Media Sites
    • Forums
    • LinkedIn
  • Keyphrase Selection- What keyphrases are important to you?
    • Let your customers decide!!!
  • PPC campaign data
    • Start Adwords even if just for data
    • Impressions ~ queries
    • Use exact [keyword] and broad match in setup
    • No daily limit and on 1 st page.
    • Impression, click-thru, conversion data
  • PPC campaign data
    • Minimize impressions for “broad” terms=
    • [sandwich]
    • [ham sandwich]
    • [cheap sandwich]
    • Vs.
    • sandwich
  • Click-thru & Quality
    • Quality = Conversion rate (Rev/Visitor) or engagement
    • Engagement* = T.O.S, Pages/Visit, Bounce Rate
  • Engagement
  • Click-thru & Quality
  • Competitiveness
    • Wordtracker exports popularity & competing sites
    • “ SEO Quake” plug-in
    • “ SEO for Firefox” plug-in
    • Yahoo backlinks via Site Explorer
    • Your link quality must be similar to top ranked sites.
  •  
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  • Current Ranking
    • “ But I’m already getting traffic for that term”
    • Proven keyphrase
    • Easiest to improve
    • Rerun ranking with “yourdomain”
    • “ cheap sandwich www.yourdomain.com”
    • Take advantage of “clustering”
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  • Clustering
    • 2 pages listed from the same domain on the same page
    • #1 and #9 result will be clustered as #1 & #2
    • #1 and #14 will not be clustered
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  • Keyphrase Data
  • 724 3,546 17,000 13 1 1 5.39% 39 vitwswjt wjjicz livz blsics 980 122,236 1,620,000 86 1 6 4.18% 41 pzrswnll wzb sitz 943 3,769 46,100 0 1 1 4.88% 46 vs wjjicz livz 557 24,600 2,420,000 264 - - 8.26% 46 jrzz wzb plgz 1,539 277,094 387,000 3 - - 3.05% 47 Wzb Sitz lwvlin 1,587 762,118 1,750,000 42 - - 3.15% 50 Wzb lwvlin 2,515 628,227 278,000,000 711 - - 2.62% 66 lwvlin 1,714 649,599 46,500,000 1110 - - 4.20% 72 lwvlin Nlvz 933 21,601 1,070,000 755 - - 8.25% 77 jrzz wzbsitzs 2,204 45,459 75,700 0 2 15 6.40% 141 wzb sitz jrzz businzss 2,705 125,491 745 19 - - 5.25% 142 jrzz intzrnzt hwsting 3,459 664,972 1,540,000 190 - - 4.86% 168 jrzz lwvlin nlvzs 2,202 98,660 703,000 9 1 1 7.90% 174 vitwswjt wyzb hwstin 3,207 136,872 451,000 119 - - 6.70% 215 jrzz lwvlin rzgi 5,227 185,887 299,000 251 - - 5.13% 268 jrzz wzbsitz hwstig 17,027 720,834 1,730,000 12 - - 1.93% 329 ywur wwn wzbsitz 12,927 980,035 168,000 18 1 8 2.56% 331 tzltz yzb sitz 14,047 825,147 1,180,000 34 - - 5.10% 717 wzb hwsting jrzz 24,185 912,221 1,560,000 159 1 3 3.20% 775 vitwswjt livz 20,731 82,415 1,480,000 85 1 1 4.27% 886 vitwswjt wjjicz livz 24,397 121,550 4,580,000 67 1 1 3.92% 957 wjjicz livz 20,733 1,076,161 1,740,000 277 - - 4.68% 970 jrzz lwvlin 99,963 2,437,502 2,260,000 611 - - 3.49% 3,485 jrzz wzbsitz Clicks Impressions Competing Count Page Rank Conversion Rate Conversions Keyphrase
  • Keyphrase Selection
    • Big Fish – Small Pond
    • Categorize keyphrases by where to target Matching competitiveness Home page vs. global nav. vs. 3 rd layer
    • Existing page / New page / NA
    • Consider targeting on 2 pages
  • #1 Ranking Worth
    • CR x AT x ME x 20% x 12 = Annual Value
    • CR – conversion rate
    • AT – average transaction/lead value
    • ME – Google monthly estimate
    • 20% - traffic from #1 organic ranking
  • #1 Ranking Worth
  • Summary
    • Let your customers decide what terms to target
    • Use PPC data to guide your organic campaign
    • Keyphrase research is more than keyphrase popularity
    • BoostRanking.com
    • Craig Paddock
    • [email_address]