Killer Keyword Research - Jimmy McCann

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Without nailing your keyword research your SEO campaign could be doomed from the start. Our Head of SEO, Jimmy McCann, recently spoke at the ionSearch Marketing Conference in Leeds and offered these 5 easy to implement, useful tips to choosing the right keywords for your business.

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  • Ecom – rangeB2B – usps / strength
  • But… further up the buying process
  • Review data from these termsFor conversion optimisationTestIf you are a solar panel installer… exactly why aren’t you converting at an acceptable rate?Is conv right one? Is user getting all info they needProducts – if it’s the exact product names they searched on, then why isn’t it converting?
  • Developing markets with low search volume / not clear what user would type
  • Developing markets with low search volume / not clear what user would type
  • Good for more established campaignsMinor on page tweaks, LB focus could make a big difference
  • Eg step one on ecommerce site – make sure product template is optimal and naming conventions reflect search
  • Eg step one on ecommerce site – make sure product template is optimal and naming conventions reflect search
  • Eg step one on ecommerce site – make sure product template is optimal and naming conventions reflect search
  • Eg step one on ecommerce site – make sure product template is optimal and naming conventions reflect search
  • Killer Keyword Research - Jimmy McCann

    1. 1. Killer Keyword Research5 Tips and ToolsJimmy McCann – Head of SEO @ Search Laboratory
    2. 2. #1 – Know the Market• How does offering compare? – Ask yourself.. will it convert? • Range • Pricing • USP’s Source - http://lukachtaengleman.blogspot.co.uk
    3. 3. #1 – Know the Market• Use right terminology on your site Reflect what users search for!• B2B – Avoid in house jargon – Sector specific navigation• Ecommerce
    4. 4. #1 – Know the Market• Seasonality• Adapt focus / strategy – Ahead of peaks
    5. 5. #2 – Use your Loaf• Be logical• Assess keyword potential – i) Search volume – ii) Search intention – iii) Relevance / ability to convert img source flickr - betterbrandagency
    6. 6. #2 – Use your Loaf i) Search Volume• Use wordtracker / Adwords KW tool – Adwords not 100% accurate • Especially on low volumes• However – Good barometer for prioritisation
    7. 7. #2 – Use your Loaf ii) Search Intention• What does a user want to find from their query? – Think about it• Head terms – Offer large amounts traffic – Not all traffic is 100% relevant
    8. 8. #2 – Use your Loaf ii) Search Intention• Not specified, could be a host of things eg – How does solar energy produce electricity? – What is solar energy? – I want to find out more about solar energy because I’m thinking about getting some solar panels for my house
    9. 9. #2 – Use your Loaf ii) Search Intention• Very specific to the service site offers – Conversion rate higher• Less difficult to rank for this term That’s what we do!!! – Than ‘solar energy’
    10. 10. #2 – Use your Loaf iii) Relevance• Is keyword relevant to company’s products / services? – Are they competitive in this area? I need a solar We are solar panel search - ‘solar panel installers’ panel installer! installers! User Company
    11. 11. #3 -• PPC data to test the water – Especially in emerging / ultra niche markets• Conversion rate data key• Exact match data only img source – Leftcoastcowboys.com
    12. 12. #3 -• Can be used to find actual search volumes• Setup campaign – Handful exact match keywords only – Put exact negatives on other campaigns Accuracy!• Make sure 100% impression share
    13. 13. #4 – SERP’s• What does Google think is suitable?• Helps assess intention• Categorise competing listings – Direct competitors – Research – Blended results• ‘solar energy’ SERP
    14. 14. #4 – SERP’s Research Research Research
    15. 15. #4 – SERP’s Research News Competitor Images
    16. 16. #4 – SERP’s Research Research Research Research
    17. 17. #5 –• Organic traffic / conversions – Not from page one• Identifies easy keyword wins – Traffic / conversions coming via page 2Credit - http://www.distilled.net/blog/seo/tracking-referrals-from-second-page-of-google-in-google-analytics/
    18. 18. Key Tips – Show ROI• Show return early in campaign – Logical approach from ground up
    19. 19. Key Tips – Be Realistic• Don’t aim above your station – …(just yet)
    20. 20. Key Tips – Long Tail!• Long tail keywords first – Easier to optimise – Will convert better – Allows reinvestment into campaign / less risk• Build up to head terms – Naturally over time
    21. 21. Summary• #1 – Know the Market• #2 – Use your Loaf• #3 – Test using PPC• #4 – Analyse SERP’s• #5 – Refine using analytics
    22. 22. Any Questions?: www.searchlaboratory.com jimmy@searchlaboratory.com @jimmymccann / @searchlabsJIMMY MCCANN /in/jimmymccann1982Head of SEO

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