Keyword research


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Keyword research is a practice used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search. Search engine optimization professionals research keywords in order to achieve better rankings in their desired keywords

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Keyword research

  1. 1. Presenter: Madhurima BhattacharyaJuly 26, 2011 Position2 Confidential 1
  2. 2. First word that comes to my mind when I search for something onlineJuly 26, 2011 Position2 Confidential 2
  3. 3. • What are people (potential customers) searching for? • Is it some random word that someone types in the search box? • Do the searches have any pattern? • Is there a connection between search query and keyword research? Keyword Research = Knowing our customer Keyword research is the process of finding out the words or phrases that potential customers are searching online.July 26, 2011 Position2 Confidential 3
  4. 4. • Why are keywords crucial for online marketing? • Keywords are the words and phrases that people type into a search engine in order to find a website offering the information they are looking for • The search engine uses the keywords to decide which webpages to deliver in their result pages • Hence generating the largest list of relevant keywords to get maximum visibility and tracking their performance in the campaign are the two utmost important things • So it is absolutely essential that he finds the "right" keywords to use and so PPC keyword research becomes extremely important in relation to his overall profitabilityJuly 26, 2011 Position2 Confidential 4
  5. 5. July 26, 2011 Position2 Confidential 5
  6. 6. Analyze client website to generate terms related to the product/service Search metatags of relevant/competitor sites for keywords Expand the keywords using keyword tools such as Google AdWords, MSN Ad Centre, WordStream, Contextual Targeting, Check which keywords competitors are Keyword Spy bidding on using,, Form long tail keywords and coin keyword combinations like Ranks.NL Add keywords in Broad, Phrase, Exact Match types Remove irrelevant and negative keywords Google Wonder Wheel Add misspelt keywords using tools like SEO Chat, MSN AdLabs keyword mutation tool Post bulk list creation, the keywords are grouped into relevant themesJuly 26, 2011 Position2 Confidential 6
  7. 7. BROAD PHRASE EXACT Samsung Blackberry Blackberry smartphones Smartphone Smartphone different models Broad: Allows your ad to show on similar phrases and relevant variations Phrase: Allows your ad to show for searches that match the exact phrase suffixed/prefixed with other keywords Exact: Allows your ad to show for searches that match the exact phrase exclusivelyJuly 26, 2011 Position2 Confidential 7
  8. 8. Keyword Analyzer Keyword Generator Entity Association Graph Keyword Search Tool Explore the correlations among entities when they co-occur within a query or user session Keyword Research Tool Keyword Group Detection Given a word or phrase, find a set of similar words among the online queries Keyword Suggestion Tool Keyword Mutation Detection Detect frequent misspellings or alternative Negative Keyword Tool spellings of the same keyword in search query logs Keyword Forecast Google Keyword Tool Forecast the impression count and demographic predictions using your selected list of keywords Wordtracker Search Funnels Analyze and visualize user search sequences in Google AdWords Keyword Tool the form of funnelsJuly 26, 2011 Position2 Confidential 8
  9. 9. • Contextual Targeting Tool With the Contextual Targeting Tool, you can build tightly themed keyword lists for campaigns that are running on the Google Display Network. When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a set of keywords related to your terms, and groups the keywords into themed ad groupsJuly 26, 2011 Position2 Confidential 9
  10. 10. This tool helps gain access to a massive database of keywords which your competitors are bidding on.July 26, 2011 Position2 Confidential 10
  11. 11. Results for: flower Keyword Combinations Mistyped Keywords A keyword list generator. The flowre Keyword Combinations tool is rlower tlower made to create phrase / keyword clower lists by combining keywords. The dlower generated lists can be useful fpower when advertising on PPC search flpower engines such as Google AdWords floeer or Yahoo Search marketing. floser floqer flowee flowetJuly 26, 2011 Position2 Confidential 11
  12. 12. Adding a negative keyword to your ad group or campaign means that your ads wont show for searches containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.July 26, 2011 Position2 Confidential 12
  13. 13. • Group Similar Keywords • Group your keywords into themes based on your products, services, or descriptive terms • It helps in breaking down huge lists of keywords into groups and sub groups • By doing so, Google identifies the thematic cluster and shows the relevant ad text for it Samsung smartphone Smartphone Blackberry smartphone Palm smartphone Android smartphone PDAs and smartphones Smartphones Motorola smartphone Smartphone reviews Buy smartphone online Best smartphone in the marketJuly 26, 2011 Position2 Confidential 13