Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
ADVANCED KEYWORD
RESEARCH
By
Paul Jasper
Senior Search Executive
Important Google Algorithms
• Google Panda was released in 2011 and focused
on penalising websites that produced bad conte...
Google Panda – Bad Content
Examples of bad content:
• Thin
• Automated
• Aggregated
• Duplicate
• Irrelevant
Bad user sign...
Google Penguin –Keyword Stuffing
Read your content out loud. If it doesn’t sound natural it probably isn’t
and it won’t be...
Google Hummingbird
• With the increase in mobile searches, and
capabilities such as voice search, people
are interacting w...
Google Knowledge Graph
& Answer Box
Search engines use bots to crawl the web to find sites
which are most relevant to the searchers’ query. Thes
e are display...
Schema.org is a universally supported
vocabulary extension by Google,
Microsoft and Yahoo! for mark-up
languages such as M...
Content optimisation
 Site content
 Blog
 News
Campaigns
 Promotional landing pages
PR Activity
 Press releases
Paid ...
Using data to inform keyword research
Adjust dates for maximum data.
Click download this table
Owned Data
 Webmaster Tool...
Download search query data from
Webmaster Tools
https://www.google.com/webmasters/tools/
Adjust dates for maximum data.
Cl...
Download Search Query Reports from
Google AdWords
https://support.google.com/adwords/answer/2472708
Only for websites which have a search function.
If you need to set it up in analytics -
https://support.google.com/analyti...
• Choosing the best keywords
• Knowing the hottest trends
• Monitor brand performance
• Monitor competitor performance
• S...
Google Display Planner
https://support.google.com/adwords/answer/3056153?hl=en-GB
Google Keyword Planner
Content is King
• Unique, relevant, informative and frequently updated content is crucial to
maintaining a good SERP visib...
Keyword research is not the final step
• Ensure all webpages are optimised from a technical and content perspective.
• Met...
Always test out your keyword in the search engine result pages –
Are you marketing in the right space?
The Process
1. Keyw...
THANK YOU
0161 886 5050
paul.jasper@fastwebmedia.com
@fastwebmedia
Upcoming SlideShare
Loading in …5
×

Advanced Keyword Research

524 views

Published on

This presentation is about keyword research and key elements you need to know to build a great keyword strategy. It was delivered by Paul Jasper (Senior Search Executive at Fast Web Media) at University of Salford.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Advanced Keyword Research

  1. 1. ADVANCED KEYWORD RESEARCH By Paul Jasper Senior Search Executive
  2. 2. Important Google Algorithms • Google Panda was released in 2011 and focused on penalising websites that produced bad content. • Google Penguin was released in 2012 and this penalised websites that had a lot of poor quality backlinks and over optimising (keyword stuffing).
  3. 3. Google Panda – Bad Content Examples of bad content: • Thin • Automated • Aggregated • Duplicate • Irrelevant Bad user signals: • You have to deliver to the user what Google believes you are delivering. • Don’t optimise for keywords simply because of search volume. • Site speed is becoming more and more important as a ranking factor.
  4. 4. Google Penguin –Keyword Stuffing Read your content out loud. If it doesn’t sound natural it probably isn’t and it won’t be tolerated by Google.
  5. 5. Google Hummingbird • With the increase in mobile searches, and capabilities such as voice search, people are interacting with search engines in very different ways; using very different keywords, and often more likely to ask questions. • Allows Google to apply more context to users’ search queries. The update focuses more on Google’s Knowledge Graph- an encyclopaedia of more than 570m concepts and relationships that allows Google to anticipate information you may want to know about your search term.
  6. 6. Google Knowledge Graph & Answer Box
  7. 7. Search engines use bots to crawl the web to find sites which are most relevant to the searchers’ query. Thes e are displayed in the search results in ranked order of relevance. What visitors see What search engine bots see
  8. 8. Schema.org is a universally supported vocabulary extension by Google, Microsoft and Yahoo! for mark-up languages such as Micro Data. It is designed to make the lives of webmasters easier, by offering one standardised mark-up understood by all the major search engines. http://schema-creator.org The main supported schema currently are: • Person • Product • Event • Organization • Movie • Book • Review Schema Mark-up
  9. 9. Content optimisation  Site content  Blog  News Campaigns  Promotional landing pages PR Activity  Press releases Paid advertising  Keywords in ad groups  Landing page optimisation Types of content
  10. 10. Using data to inform keyword research Adjust dates for maximum data. Click download this table Owned Data  Webmaster Tools Search Console  Google AdWords search query reports  Google Analytics –Site Search Trend Data  Google Trends  Display Planner  Google Keyword Planner
  11. 11. Download search query data from Webmaster Tools https://www.google.com/webmasters/tools/ Adjust dates for maximum data. Click download this table
  12. 12. Download Search Query Reports from Google AdWords https://support.google.com/adwords/answer/2472708
  13. 13. Only for websites which have a search function. If you need to set it up in analytics - https://support.google.com/analytics/answer/1012264 Or if you already have it (see image to the right) Behaviour >Site Search > Search Terms Click “Export” Site Search
  14. 14. • Choosing the best keywords • Knowing the hottest trends • Monitor brand performance • Monitor competitor performance • Shapes marketing content strategy • Become proactive not reactive • Identify regions with a high interest in your keywords (Paid activity) Google Trends
  15. 15. Google Display Planner https://support.google.com/adwords/answer/3056153?hl=en-GB
  16. 16. Google Keyword Planner
  17. 17. Content is King • Unique, relevant, informative and frequently updated content is crucial to maintaining a good SERP visibility. • Through identifying search trends and search query behaviour, optimising content is the ideal way to inform search engines that your website has the information that the user requires or is likely to require in the future. • A blog is a great way of providing interesting content with the aim to attract new visitors and generate conversions. It is important to give a user a reason to keep coming back to your website and don’t make them a one time visit. Users expect a blog to be updated frequently, so make sure it is. • Keyword research allows you to plan content in advance that is proven to be of interest to your target audience by using Google Trends, AdWords and Google Analytical data.
  18. 18. Keyword research is not the final step • Ensure all webpages are optimised from a technical and content perspective. • Meta Data, Meta Descriptions, Heading tags, Image Alt tags are all easy technical ways of telling search engines exactly what content is on that page. • User Experience is becoming much more closely linked with SEO activities, because on-page user behaviour plays an important part when determining ranking position. Metrics such as time on page, bounce rate etc. are becoming more important, so ensure usability and experience are as smooth as possible. • Search engines focus on proving quality at all times to their users. Keyword research is the start to ensuring you are relevant at all times. • Its not just about having the optimised keyword on the page, it has to be optimised in the correct places and follow best practice.
  19. 19. Always test out your keyword in the search engine result pages – Are you marketing in the right space? The Process 1. Keyword Research 2. Implement 3. Monitor 4. Adapt
  20. 20. THANK YOU 0161 886 5050 paul.jasper@fastwebmedia.com @fastwebmedia

×