DEVELOP YOUR
KEYWORD STRATEGY
THE RIGHT WAY TO
A publication of
in
term
ediate
SEO
FROM THE
EXPERTS
series
By Richard baxter, SEO GADGET

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Introductory content is for marketers who are new to the subject. This content
typically includes step-by-step instructions on how to get started with this
aspect of inbound marketing and learn its fundamentals. After reading it, you will
be able to execute basic marketing tactics related to the topic.
INTRODUCTORY
IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to
determine if your level matches the content you are about to read.
Intermediate content is for marketers who are familiar with the subject but have
only basic experience in executing strategies and tactics on the topic. This
content typically covers the fundamentals and moves on to reveal more complex
functions and examples. After reading it, you will feel comfortable leading projects
with this aspect of inbound marketing.
INTERMEDIATE
Advanced content is for marketers who are, or want to be, experts on the
subject. In it, we walk you through advanced features of this aspect of inbound
marketing and help you develop complete mastery of the subject. After reading
it, you will feel ready not only to execute strategies and tactics, but also to teach
others how to be successful.
ADVANCED
THIS RESOURCE

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... brings your whole marketing world
together in one, powerful, integrated sys-
tem.
HubSpot’s All-in-One
Marketing Software.
Marketing analytics
Y
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Video Overview
Analyze your web traffic
and see which sources
are generating the most
leads.
N
Blogging
Create blog content
quickly while getting SEO
tips and best practice
pointers as you type.
M
email
Send personalized,
segmented emails based
on any information in your
contact database.
search optimization
s Improve your rank in
search engines by finding
and tracking your most
effective keywords.
U
Lead management
Track leads with a
complete timeline-view of
their interactions with your
company
q
social media
Publish content to your
social accounts, then
nurture leads based on
their social engagement.

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SEO from the experts: THE
RIGHT WAY TO DEVELOP A
KEYWORD STRATEGY
Expert Advice By Richard Baxter
Richard is the CEO of SEOgagdet, a
U.S. and U.K. based inbound marketing
agency. When he’s not building new
SEO tools or helping search marketers
learn new skills, he loves driving fast
cars, listening to loud music and jet-
setting around the world speaking at
various digital marketing conferences.
Follow me on twitter
@RICHARDBAXTER
Follow me on twitter
@Detectiveddubs
Designed By Desmond Wong
Desmond is currently a creative
designer and inbound marketer at
HubSpot. He has worked with a variety
of start ups, medium, and large sized
companies over the years with a focus
in branding and business development.

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The buying process has changed.
The subject of user behaviour research, keyword research, or search
profiling is a relatively broad topic -- but an extremely interesting one. It’s
become possible, with a handful of free tools, to fetch data to tell us what
search terms people use in their day to day use of search engines.
Using free tools like Google’s Keyword Tool, it’s easy to learn how
many people are searching for a particular keyword. That data can be
translated into a site architecture that “catches all” of the potential search
terms you can think of, and in classic SEO, that’s where the journey
ends. It’s important, however, to fully understand your customer’s buyer
search behaviour.
Introduction

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The buying patterns of our target markets have changed. Imagine
search as a decision funnel, where organic search might present one or
two touch points with a customer in a journey or three or four. To make
a purchase decision, a customer might ask a friend and read a review
on their desired purchase before buying.
Understanding Buyer Search
Behaviour in a Wider Context
Potential customers are finding your business in new and uniqe ways. The buyer decision
process has changed as a result.

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Understanding how your customers use search engines to find your
products, services, blog posts, or any other content you may have
available to share is a critical component of your inbound marketing
efforts. Keyword research is such a powerful skill, and allows the search
marketer to size and prioritize their efforts, while keeping a keen eye on
the behaviour of their users.
In this chapter, we’ll look at the theory, and the practice, of discovering
keyword opportunities, organising them into meaningful campaign
categories, and translating those categories into decisions about your
site architecture.
If you have intermediate to advanced skills in Excel, you’ll find this
approach easy to absorb and assimilate into your existing keyword
research process. If you’re an Excel user, you might have come across
Niels Bosma’s SEO Tools for Excel and SEOgadget’s Adwords API
Extension for Excel.
Speaking the Right Language -
Finding the Right Keywwords

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My process for keyword research falls into four simple steps:
In this ebook, we’ll look at methods to gather and group your keywords,
show you how to analyse the data, and use the outcome to better
structure your website.
Gathering Your Keywords
There are a variety of tools available to generate keyword ideas – some
provided by search engine companies themselves, others provided as a
service specifically for search marketers.
Our goal in the “keyword gathering” stage is to build a complete list. This
list should be built with the intention of benefiting your business, not
necessarily picking up on “hot” keyword. As many as 25% of all queries
Google processes daily have never been seen before! With a complete
list, you can take away a sense of certainty that you’re not missing out
on an important keyword opportunity.
Keyword Research in Four
Simple Steps

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There are a number of different keyword sources – a great, and often
overlooked starting point is your own analytics. Try exporting the first
1,000 referring keywords from Google Organic search, and build a list in
Excel.
Gathering Your Keywords From Competitors
Both SearchMetrics and aHrefs have a similar competitive analysis
tool. Both provide keyword data for your own organic (and paid search)
activity, but also allow you to investigate your competitor’s ranking
keywords. This is useful if you need to understand their most important
keywords. HubSpot customers, you can simply use the HubSpot
Keywords and Competitive Intelligence tools to gain valuable insight.

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Free Tool: Ubersuggest
Ubersuggest is a tremendously powerful way to expand a keyword list.
By entering a “seed” keyword, the tool extracts related terms that would
appear in Google suggest. You can select web search, news search and
choose your geo location and language.
Tip: The more technically savvy marketers will notice that the “search results in html” URL can be
scraped and exported into Excel very quickly.

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HubSpot’s Keyword Tool
Hubspot’s keyword tool is another great source for identifying relevant
keywords for your business. It shows you all the keywords your website
is ranking for and will add a bunch of additional metrics like how many
visits the keyword is generating, how difficult it is to rank for the keyword
and what is the total monthly search volume of the keyword. This allows
you to easily spot high volume keywords that you don’t currently rank
well for. You can use the difficulty metric to sort these from easiest first.

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Google Adwords API
For most of us, the Google Keyword tool is a powerful enough aid to
keyword research, fetching monthly average search volume and trends
data in your geo-location. The tool allows you to paste in up to 800
keywords at a time, making it a simple matter of recombining that data
into your spreadsheet at a later point.
For those lucky enough to have a Google Adwords API key, the
SEOgadget Adwords API Extension for Excel can fetch large amounts
of search volume data in a single API call. This drastically speeds up
the process of fetching search volume data and allows the researcher to
hurry along to categorising their keywords.

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Google Insights - Related Searches
Google Insights offers two features that I believe are immensely
powerful: “top searches” and “related terms.” Simply enter a keyword,
and Google Insights expands on that list for you. The data can be
exported and added to your list.

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Grouping Your Keywords Into
Categories
When you’re designing your site navigation, you might want to consider
linking to pages with the highest likely search volume potential. Imagine
for a moment that you’re a website that sells used cars, and you
categorize by brand. Which of your brand pages should be linked to
from your homepage? Keyword categorisation answers precisely that
question.
A simple methodology to group your keywords together is to use Excel
filters:

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Create a custom filter, and then your data’s ready to go into a chart:
In our example above, “share price” would be a great top term to target,
so in site architecture terms, you’d want to consider creating a top level
category on your website called “share prices.” As you’re designing your
navigation, work down the keyword list in search volume order, picking
out the keywords you’ll need pages for.
While this guide was an extremely fast introduction to keyword
categorisation, and how to determine the types of pages you might want
to create and link to from your navigation, I hope you found it valuable.
For a full guide on the topic, take a look at this post over on SEOmoz.

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