@ChrisChurchill
Keyword
Research
On Roids
Copyright 2014 KeyRelevance LLC 1
Christine Churchill
President, KeyRelevance
@K...
@ChrisChurchill
• President of KeyRelevance, LLC
• Member of Founding Board of Directors of
Search Engine Marketing Profes...
@ChrisChurchill
Once Upon a Time…
….When visitors landed on your
site from search results
pages, Google would report all
t...
@ChrisChurchill
Traditional Keyword Sources
• Site analytics for converting keywords 85%
• Site analytics for frequent wor...
@ChrisChurchill
Then Darkness Descended….
On 18 Oct 2011, Google stopped providing
keyword data for logged in organic visi...
@ChrisChurchill
Why Losing Keyword Info Matters
• Google Webmaster Tools keyword data partially makes up
for the loss, but...
@ChrisChurchill
Alternative Sources for Keywords
• Pull keyword data from Google & Bing Webmaster Tools
(and store it)
• U...
@ChrisChurchill
Searchmetrics
It’s a suite of tools, not just one
Copyright 2014 KeyRelevance LLC 8
Provides overview of:
...
@ChrisChurchill
Searchmetrics Keyword Data
Copyright 2014 KeyRelevance LLC 9
Shows what keywords
are bringing traffic and
...
@ChrisChurchill
Keyword Rankings
Potential Phrases – not in top 10
Copyright 2014 KeyRelevance LLC 10
Filter
Capability
al...
@ChrisChurchill
SEO Visibility
Calculation that uses keyword search volume and ranking
Copyright 2014 KeyRelevance LLC 11
...
@ChrisChurchill
Competitor Landscape
Copyright 2014 KeyRelevance LLC 12
These numbers
are hot links to
keyword lists
Shows...
@ChrisChurchill
Head-to-Head Keyword Comparison
Copyright 2014 KeyRelevance LLC 13
@ChrisChurchill
Universal Search Insights
Copyright 2014 KeyRelevance LLC 14
Shows what
universal search
elements site is
...
@ChrisChurchill
PPC Insights
Copyright 2014 KeyRelevance LLC 15
Provides insights
into competitors
online strategies,
thei...
@ChrisChurchill
Link Insights
Copyright 2014 KeyRelevance LLC 16
Gives
comprehensive
link data on sites
Can see most
commo...
@ChrisChurchill
Social Insights
Copyright 2014 KeyRelevance LLC 17
Shows activity on
different social
channels
Can see whe...
@ChrisChurchill
Keyword Research Insights
Copyright 2014 KeyRelevance LLC 18
Shows keyword lists
of similar and
related ke...
@ChrisChurchill
Searchmetrics Suite
Copyright 2014 KeyRelevance LLC 19
Can set up
“Projects” to
monitor
closely
Can connec...
@ChrisChurchill
Keyword Traffic Potentials
Copyright 2014 KeyRelevance LLC 20
Identifies low-
hanging
keyword fruit.
Revea...
@ChrisChurchill
Content Optimization
By Providing Site Optimization Tips & Identifying Co-Occurrence Terms
Copyright 2014 ...
@ChrisChurchill
Searchmetrics Traffic Insights Tool
- helps fill in “not provided” keyword data
Copyright 2014 KeyRelevanc...
@ChrisChurchill
Searchmetrics Summary
Copyright 2014 KeyRelevance LLC 23
@ChrisChurchill
Summary
• Yes, we lost the ability to track user
performance with the keyword but there are
workarounds
• ...
@ChrisChurchill Copyright 2014 KeyRelevance LLC 25
Thank You!
Christine Churchill
www.keyrelevance.com
info@keyrelevance.c...
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Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data By Christine Chruchill

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SMX Advanced 2014 Session #SMX #12A - Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data - Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data By Christine Churchill @Keyrelevance Of Keyrelevance

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Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data By Christine Chruchill

  1. 1. @ChrisChurchill Keyword Research On Roids Copyright 2014 KeyRelevance LLC 1 Christine Churchill President, KeyRelevance @KeyRelevance @ChrisChurchill
  2. 2. @ChrisChurchill • President of KeyRelevance, LLC • Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO) • Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) • Columnist at Search Engine Land & Web Marketing Today • Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences • Masters Degree and over 15 years online marketing experience Speaker: Christine Churchill Copyright 2014 KeyRelevance LLC
  3. 3. @ChrisChurchill Once Upon a Time… ….When visitors landed on your site from search results pages, Google would report all the referring keywords in Analytics Site owners used the keyword data to improve the user experience on their site and to provide visitors with pages for which they were searching Copyright 2014 KeyRelevance LLC 3
  4. 4. @ChrisChurchill Traditional Keyword Sources • Site analytics for converting keywords 85% • Site analytics for frequent words 54% • Internal site search 46% • Competitors’ sites 36% • Competitive intelligence tools 34% • Exploring long search phrases 31% • Social semantic mining 15% • Keyword suggestion tools 15% Copyright 2014 KeyRelevance LLC Source: MarketingSherpa Survey 2009
  5. 5. @ChrisChurchill Then Darkness Descended…. On 18 Oct 2011, Google stopped providing keyword data for logged in organic visitors Then on 23 Sept 2013, Google stopped providing keyword data for ALL organic visitors Then in April 2014, Google stopped providing keyword data for PAID visitors in Analytics (can still get kwd data in adwords) Copyright 2014 KeyRelevance LLC 5
  6. 6. @ChrisChurchill Why Losing Keyword Info Matters • Google Webmaster Tools keyword data partially makes up for the loss, but Google has severed the information flow between the search/click and later actions so tracking keywords that perform is much harder now. • Google AdWords still reports clicks and conversions (e.g. the first and last step), but page flow (all those steps in between) and other analytics data can no longer be analyzed at the keyword level. Losing keyword information is a major loss in understanding visitor behavior from a keyword perspective. Copyright 2014 KeyRelevance LLC 6
  7. 7. @ChrisChurchill Alternative Sources for Keywords • Pull keyword data from Google & Bing Webmaster Tools (and store it) • Use PPC for conversion tracking of keywords • Review Paid-Organic report in PPC for keyword overlap • Review Landing pages in Analytics • Use site search as input • Use keyword tools like Keyword Planner, Google Trends, Google Suggests, & others • Use competitive intelligence tools that have other sources of keyword data than Google like Searchmetrics, SEMRUSH, Hitwise, and others. Copyright 2014 KeyRelevance LLC 7
  8. 8. @ChrisChurchill Searchmetrics It’s a suite of tools, not just one Copyright 2014 KeyRelevance LLC 8 Provides overview of: -Traffic, -Organic rankings, -Keywords, -PPC activity, -Links, -Universal search & -Social media activity Tabs allow you to go in depth on rankings, competitors, universal search, etc. Visibility timeline shows historical estimated traffic
  9. 9. @ChrisChurchill Searchmetrics Keyword Data Copyright 2014 KeyRelevance LLC 9 Shows what keywords are bringing traffic and keyword metrics Keyword groupings are quick way to identify categories of keywords. For example, Potential are keywords not on first page but close and have traffic potential
  10. 10. @ChrisChurchill Keyword Rankings Potential Phrases – not in top 10 Copyright 2014 KeyRelevance LLC 10 Filter Capability allows easy sorting through large keyword lists
  11. 11. @ChrisChurchill SEO Visibility Calculation that uses keyword search volume and ranking Copyright 2014 KeyRelevance LLC 11 Can compare visibility of multiple domains
  12. 12. @ChrisChurchill Competitor Landscape Copyright 2014 KeyRelevance LLC 12 These numbers are hot links to keyword lists Shows relative size of competitors
  13. 13. @ChrisChurchill Head-to-Head Keyword Comparison Copyright 2014 KeyRelevance LLC 13
  14. 14. @ChrisChurchill Universal Search Insights Copyright 2014 KeyRelevance LLC 14 Shows what universal search elements site is using to get traffic Shows keywords targeted in videos and images
  15. 15. @ChrisChurchill PPC Insights Copyright 2014 KeyRelevance LLC 15 Provides insights into competitors online strategies, their budgets, ads, & keywords Paid Visibility score is a measure of how frequently and prominently a domain appears in paid search results based on weekly data
  16. 16. @ChrisChurchill Link Insights Copyright 2014 KeyRelevance LLC 16 Gives comprehensive link data on sites Can see most common anchor text, types of links, domains linking, etc
  17. 17. @ChrisChurchill Social Insights Copyright 2014 KeyRelevance LLC 17 Shows activity on different social channels Can see where they are most active Can see the links that are being shared & liked
  18. 18. @ChrisChurchill Keyword Research Insights Copyright 2014 KeyRelevance LLC 18 Shows keyword lists of similar and related keywords (note the link to long tail list of additional phrases) Shows keyword popularity & other metrics Also shows which sites are ranking for each term and if their position has moved
  19. 19. @ChrisChurchill Searchmetrics Suite Copyright 2014 KeyRelevance LLC 19 Can set up “Projects” to monitor closely Can connect Analytics and GWT for deeper keyword information
  20. 20. @ChrisChurchill Keyword Traffic Potentials Copyright 2014 KeyRelevance LLC 20 Identifies low- hanging keyword fruit. Reveals keywords that attract traffic and are ranking, but outside the top ten.
  21. 21. @ChrisChurchill Content Optimization By Providing Site Optimization Tips & Identifying Co-Occurrence Terms Copyright 2014 KeyRelevance LLC 21
  22. 22. @ChrisChurchill Searchmetrics Traffic Insights Tool - helps fill in “not provided” keyword data Copyright 2014 KeyRelevance LLC 22 Correlates traffic to keyword data so you can see which pages are attracting significant traffic or conversions. Makes it easy to analyze the performance of keywords which are ranking for those URLs. Helps you make better business decisions. Insights fills in some of the missing Not Provided keyword data because it maps keywords bringing traffic to performance.
  23. 23. @ChrisChurchill Searchmetrics Summary Copyright 2014 KeyRelevance LLC 23
  24. 24. @ChrisChurchill Summary • Yes, we lost the ability to track user performance with the keyword but there are workarounds • Use Google & Bing Webmaster Tools keyword data (and download data regularly) • Study keyword data available via Adwords & keyword suggestion tools • Use competitive intelligence tools that use different sources of keyword data Copyright 2014 KeyRelevance LLC 24
  25. 25. @ChrisChurchill Copyright 2014 KeyRelevance LLC 25 Thank You! Christine Churchill www.keyrelevance.com info@keyrelevance.com 972-429-1222 @KeyRelevance @ChrisChurchill

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