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= <ul><li>Popularity </li></ul><ul><li>Click-thru rate </li></ul><ul><li>Quality - Conversion rate or en...
Keyphrase Discovery <ul><li>Log files/Analytics – converting keyphrases </li></ul><ul><li>Internal site search </li></ul><...
Google Adwords
 
 
 
 
 
“John McCain” “ Barack Obama”
 
Competitive Intelligence <ul><li>HitWise $$$ </li></ul><ul><li>Trellian Competitive Intelligence $$ </li></ul><ul><li>KeyC...
Keyphrase Expanders/Variations- <ul><li>best / online / buy / cheap / discount / wholesale / accessories / supplies </li><...
Keyphrase Expanders/Variations-
Google Search Box Increased importance for selected terms
Defend Your Brand Names/Terms <ul><li>Highest converting (2x+) </li></ul><ul><li>Easiest to rank for </li></ul><ul><li>Mis...
Defend Your Brand Names/Terms <ul><li>Additional results- </li></ul><ul><li>YouTube </li></ul><ul><li>Social Media Sites <...
Keyphrase Selection- What keyphrases are important to you? <ul><li>Let your customers decide!!! </li></ul>
PPC campaign data <ul><li>Start Adwords even if just for data </li></ul><ul><li>Impressions ~ queries </li></ul><ul><li>Us...
PPC campaign data <ul><li>Minimize impressions for “broad” terms= </li></ul><ul><li>[sandwich] </li></ul><ul><li>[ham sand...
Click-thru & Quality <ul><li>Quality = Conversion rate (Rev/Visitor) or engagement </li></ul><ul><li>Engagement* = T.O.S, ...
Engagement
Click-thru & Quality
Competitiveness <ul><li>Wordtracker exports popularity & competing sites </li></ul><ul><li>“ SEO Quake” plug-in </li></ul>...
 
 
Current Ranking <ul><li>“ But I’m already getting traffic for that term” </li></ul><ul><li>Proven keyphrase </li></ul><ul>...
 
Clustering <ul><li>2 pages listed from the same domain on the same page </li></ul><ul><li>#1 and #9 result will be cluster...
 
 
 
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 si...
Keyphrase Selection <ul><li>Big Fish – Small Pond </li></ul><ul><li>Categorize keyphrases by where to target Matching comp...
#1 Ranking Worth <ul><li>CR x AT x ME x 20% x 12 = Annual Value </li></ul><ul><li>CR – conversion rate </li></ul><ul><li>A...
#1 Ranking Worth
Summary <ul><li>Let your customers decide what terms to target </li></ul><ul><li>Use PPC data to guide your organic campai...
<ul><li>BoostRanking.com </li></ul><ul><li>Craig Paddock </li></ul><ul><li>[email_address] </li></ul>
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organic_keyword_research_and_selection-craig_paddock.ppt

  1. 1. Organic Keyword Research and Selection Presented by: Craig Paddock Boost Ranking Slide 1 of 117
  2. 2. Keyphrase Research = Keyphrase Popularity
  3. 3. Keyphrase Research = Keyphrase Popularity X
  4. 4. Keyphrase Research= <ul><li>Popularity </li></ul><ul><li>Click-thru rate </li></ul><ul><li>Quality - Conversion rate or engagement </li></ul><ul><li>Competitiveness </li></ul><ul><li>Current Ranking </li></ul>
  5. 5. Keyphrase Discovery <ul><li>Log files/Analytics – converting keyphrases </li></ul><ul><li>Internal site search </li></ul><ul><li>3 rd party sampling (Wordtracker, Trellian) </li></ul><ul><li>Google Adwords & Webmaster Tools </li></ul>
  6. 6. Google Adwords
  7. 12. “John McCain” “ Barack Obama”
  8. 14. Competitive Intelligence <ul><li>HitWise $$$ </li></ul><ul><li>Trellian Competitive Intelligence $$ </li></ul><ul><li>KeyCompete $$ </li></ul><ul><li>Compete.com $ </li></ul>
  9. 15. Keyphrase Expanders/Variations- <ul><li>best / online / buy / cheap / discount / wholesale / accessories / supplies </li></ul><ul><li>“Reviews” – user generated content </li></ul><ul><li>Higher conversion rate </li></ul>
  10. 16. Keyphrase Expanders/Variations-
  11. 17. Google Search Box Increased importance for selected terms
  12. 18. Defend Your Brand Names/Terms <ul><li>Highest converting (2x+) </li></ul><ul><li>Easiest to rank for </li></ul><ul><li>Misspellings, variations (locale etc.) </li></ul><ul><li>Affiliates will target branded terms you miss </li></ul><ul><li>Target more than one result - Universal </li></ul>
  13. 19. Defend Your Brand Names/Terms <ul><li>Additional results- </li></ul><ul><li>YouTube </li></ul><ul><li>Social Media Sites </li></ul><ul><li>Forums </li></ul><ul><li>LinkedIn </li></ul>
  14. 20. Keyphrase Selection- What keyphrases are important to you? <ul><li>Let your customers decide!!! </li></ul>
  15. 21. PPC campaign data <ul><li>Start Adwords even if just for data </li></ul><ul><li>Impressions ~ queries </li></ul><ul><li>Use exact [keyword] and broad match in setup </li></ul><ul><li>No daily limit and on 1 st page. </li></ul><ul><li>Impression, click-thru, conversion data </li></ul>
  16. 22. PPC campaign data <ul><li>Minimize impressions for “broad” terms= </li></ul><ul><li>[sandwich] </li></ul><ul><li>[ham sandwich] </li></ul><ul><li>[cheap sandwich] </li></ul><ul><li>Vs. </li></ul><ul><li>sandwich </li></ul>
  17. 23. Click-thru & Quality <ul><li>Quality = Conversion rate (Rev/Visitor) or engagement </li></ul><ul><li>Engagement* = T.O.S, Pages/Visit, Bounce Rate </li></ul>
  18. 24. Engagement
  19. 25. Click-thru & Quality
  20. 26. Competitiveness <ul><li>Wordtracker exports popularity & competing sites </li></ul><ul><li>“ SEO Quake” plug-in </li></ul><ul><li>“ SEO for Firefox” plug-in </li></ul><ul><li>Yahoo backlinks via Site Explorer </li></ul><ul><li>Your link quality must be similar to top ranked sites. </li></ul>
  21. 29. Current Ranking <ul><li>“ But I’m already getting traffic for that term” </li></ul><ul><li>Proven keyphrase </li></ul><ul><li>Easiest to improve </li></ul><ul><li>Rerun ranking with “yourdomain” </li></ul><ul><li>“ cheap sandwich www.yourdomain.com” </li></ul><ul><li>Take advantage of “clustering” </li></ul>
  22. 31. Clustering <ul><li>2 pages listed from the same domain on the same page </li></ul><ul><li>#1 and #9 result will be clustered as #1 & #2 </li></ul><ul><li>#1 and #14 will not be clustered </li></ul>
  23. 35. Keyphrase Data
  24. 36. 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
  25. 37. Keyphrase Selection <ul><li>Big Fish – Small Pond </li></ul><ul><li>Categorize keyphrases by where to target Matching competitiveness Home page vs. global nav. vs. 3 rd layer </li></ul><ul><li>Existing page / New page / NA </li></ul><ul><li>Consider targeting on 2 pages </li></ul>
  26. 38. #1 Ranking Worth <ul><li>CR x AT x ME x 20% x 12 = Annual Value </li></ul><ul><li>CR – conversion rate </li></ul><ul><li>AT – average transaction/lead value </li></ul><ul><li>ME – Google monthly estimate </li></ul><ul><li>20% - traffic from #1 organic ranking </li></ul>
  27. 39. #1 Ranking Worth
  28. 40. Summary <ul><li>Let your customers decide what terms to target </li></ul><ul><li>Use PPC data to guide your organic campaign </li></ul><ul><li>Keyphrase research is more than keyphrase popularity </li></ul>
  29. 41. <ul><li>BoostRanking.com </li></ul><ul><li>Craig Paddock </li></ul><ul><li>[email_address] </li></ul>

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