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    organic_keyword_research_and_selection-seth_wilde.ppt organic_keyword_research_and_selection-seth_wilde.ppt Presentation Transcript

    • Organic Keyword Selection Seth Wilde, November 11 th 2008
      • Internal Data
        • List of Products or Services
        • Current Organic Search Queries
        • Search Box
      • 3 rd Party Tools
        • Competitive Intelligence (Hitwise, Compete.com, etc)
        • Keyword Research Tools (Wordtracker, Keyword Discovery, Adwords Keyword Tool, etc)
      Keyword Research Methods 05/17/10
      • Benefits
        • Know how well the search phrases convert to real business
      • Things to look out for
        • Make sure you are looking at real queries
        • Try to keep your ad on the front page
      Using SEM for Testing & Refining Keywords 05/17/10
      • Hand Check
        • Google (inanchor:“key phrase" intitle:“key phase“)
        • Use Yahoo Site Explore to do a back link check on the competing sites.
      • 3 rd Party Tools
        • http://www.seomoz.org/keyword-difficulty
        • http://www.seomoz.org/linkscape
      Keyword Competitiveness 05/17/10
    • Assigning Keywords To Pages 05/17/10 Keyword Monthly Searches Conv % Conversions/Month Competition URL new widgets 30,000 13.00% 3900 6   brand widget 25,000 15.00% 3750 6   widget 100,000 2.00% 2000 10   sprocket 65,000 2.50% 1625 8   widgets 60,000 2.50% 1500 10   cog 50,000 3.00% 1500 7   widget price 15,000 10.00% 1500 3   new widget price 9,000 12.00% 1080 4   cogs 30,000 3.20% 960 7   sprocket quote 7,000 11.00% 770 4   sprockets 45,000 1.50% 675 8   sprockets online 2,000 9.00% 180 3  
    • Keyword Usage By Site Structure 05/17/10 PR 4 PR 4 PR 4 PR 2 PR 2 PR 2 PR 2 PR 2 PR 2 PR 6 Home Page Short Tail (Broad) 2 nd - 3 rd Level Pages (Category & Other Main Pages) Short/Mid Tail (more specific) Deep Content (Product Pages, User Generated Content, etc) Long Tail
      • 3-4 Keywords Per Page
        • Make sure you have the content to back up your keyword selections.
      • Group Keywords
        • Words that Google sees as similar
          • Singular & Plural
          • Words that share the same root
            • Transport, transportation, transporter, transporting, etc.
        • Phrases that have modifiers
          • Blue widgets, new blue widgets, blue widget sale
      Choosing the Keywords For a Page 05/17/10
      • Adjust For Growth & Competition
        • If there is more competition than you thought you may want to adjust to less competitive phrases
        • As your site improves over time you should target more competitive phrases
      • Do Regular Keyword Research
        • Keyword search volume & conversion rates can be seasonal or change over time
        • New trends, products, jargon.
      Refining Results 05/17/10