organic_keyword_research_and_selection-seth_wilde.ppt

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organic_keyword_research_and_selection-seth_wilde.ppt

  1. 1. Organic Keyword Selection Seth Wilde, November 11 th 2008
  2. 2. <ul><li>Internal Data </li></ul><ul><ul><li>List of Products or Services </li></ul></ul><ul><ul><li>Current Organic Search Queries </li></ul></ul><ul><ul><li>Search Box </li></ul></ul><ul><li>3 rd Party Tools </li></ul><ul><ul><li>Competitive Intelligence (Hitwise, Compete.com, etc) </li></ul></ul><ul><ul><li>Keyword Research Tools (Wordtracker, Keyword Discovery, Adwords Keyword Tool, etc) </li></ul></ul>Keyword Research Methods 05/17/10
  3. 3. <ul><li>Benefits </li></ul><ul><ul><li>Know how well the search phrases convert to real business </li></ul></ul><ul><li>Things to look out for </li></ul><ul><ul><li>Make sure you are looking at real queries </li></ul></ul><ul><ul><li>Try to keep your ad on the front page </li></ul></ul>Using SEM for Testing & Refining Keywords 05/17/10
  4. 4. <ul><li>Hand Check </li></ul><ul><ul><li>Google (inanchor:“key phrase&quot; intitle:“key phase“) </li></ul></ul><ul><ul><li>Use Yahoo Site Explore to do a back link check on the competing sites. </li></ul></ul><ul><li>3 rd Party Tools </li></ul><ul><ul><li>http://www.seomoz.org/keyword-difficulty </li></ul></ul><ul><ul><li>http://www.seomoz.org/linkscape </li></ul></ul>Keyword Competitiveness 05/17/10
  5. 5. 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  
  6. 6. 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
  7. 7. <ul><li>3-4 Keywords Per Page </li></ul><ul><ul><li>Make sure you have the content to back up your keyword selections. </li></ul></ul><ul><li>Group Keywords </li></ul><ul><ul><li>Words that Google sees as similar </li></ul></ul><ul><ul><ul><li>Singular & Plural </li></ul></ul></ul><ul><ul><ul><li>Words that share the same root </li></ul></ul></ul><ul><ul><ul><ul><li>Transport, transportation, transporter, transporting, etc. </li></ul></ul></ul></ul><ul><ul><li>Phrases that have modifiers </li></ul></ul><ul><ul><ul><li>Blue widgets, new blue widgets, blue widget sale </li></ul></ul></ul>Choosing the Keywords For a Page 05/17/10
  8. 8. <ul><li>Adjust For Growth & Competition </li></ul><ul><ul><li>If there is more competition than you thought you may want to adjust to less competitive phrases </li></ul></ul><ul><ul><li>As your site improves over time you should target more competitive phrases </li></ul></ul><ul><li>Do Regular Keyword Research </li></ul><ul><ul><li>Keyword search volume & conversion rates can be seasonal or change over time </li></ul></ul><ul><ul><li>New trends, products, jargon. </li></ul></ul>Refining Results 05/17/10

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