WordStream & Distilled Present: Proven Keyword Strategy for Search Engine Success! [Webinar]

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Join WordStream Founder & CTO Larry Kim and Distilled Co-Founder Will Critchlow for an exclusive webinar where they reveal their proven keyword strategy that drives UNREAL, consistent business growth month after month. You'll learn:

>WordStream's unbelievably successful (but totally repeatable) keyword strategy for SEO, paid search, and content marketing

>Distilled's tips for scouring the millions of potential keywords to find the exact words and phrases for your niche

Get ready to learn the essential keyword strategies you need to master search engine marketing!

For more information, visit www.wordstream.com

Published in: Marketing, Technology, Design

WordStream & Distilled Present: Proven Keyword Strategy for Search Engine Success! [Webinar]

  1. 1. Larry & Will’s Proven Keyword Strategy & Brought to you by: www.wordstream.com/learn Everything You Need to Know About Keywords for Search Engine Success
  2. 2. www.wordstream.com/learn Want to get smart in paid search? @wordstream @distilled
  3. 3. Larry Kim Founder & CTO @larrykim Meet The Experts Will Critchlow Founder @willcritchlow @wordstream @distilled
  4. 4. What is KEYWORD RESEARCH? @willcritchlow
  5. 5. Real people telling us what they want Modern Market Research @willcritchlow
  6. 6. DISCOVER GROUP UNDERSTAND VALUE USE @willcritchlow
  7. 7. Keyword Research is MARKET RESEARCH @willcritchlow
  8. 8. Keyword Research is CREATIVE PLANNING
  9. 9. Keyword Research Has CHANGED @willcritchlow
  10. 10. The Data is Messy (see: Conductor Study) @willcritchlow
  11. 11. The Tail Remains Long @willcritchlow
  12. 12. We Need to UNDERSTAND @willcritchlow
  13. 13. Search Suggest = Inventory @willcritchlow
  14. 14. Don’t Forget Wildcards @willcritchlow
  15. 15. Related Searches = Volume @willcritchlow
  16. 16. HAT-TIP: @joshbachynski & @dan_shure (link) Related to Site = Exploration @willcritchlow
  17. 17. Site Search = Unfulfilled Need @willcritchlow
  18. 18. Trends = Insight @willcritchlow
  19. 19. Regional = Differences @willcritchlow
  20. 20. Actions @willcritchlow
  21. 21. FREE module: www.distilled.net/u/search-operators Competitor Research @willcritchlow
  22. 22. Website Structure @willcritchlow
  23. 23. Content Strategy @willcritchlow
  24. 24. My Take on Keyword Research @larrykim
  25. 25. Welcome to My Blog! @larrykim
  26. 26.  Over 600k visitors / month!!  Compound Monthly Growth Rate = 8%. HOW?! What Effective Keyword Research Looks Like @larrykim
  27. 27. •Larry’s Proven Keyword Strategy • Review of Keyword Grouping & Organization Concepts • How I Prioritize Keyword Research • Acting on Keyword Research to Get Mad Hits and $$$ Today’s Agenda @larrykim
  28. 28.  Dominate your Search Category  To do this you need a plan!!! Global Domination Strategy @larrykim
  29. 29.  Figure exactly how people are searching for your products/services  Be Specific, be Relevant, be Exhaustive.  Group your keywords into focused Keyword Niches  Organize your big list of keywords into smaller lists (“keyword niches”).  Prioritize Your Work  Take action!  It’s important to balance “researching” with “doing” Keyword Research Game Plan @larrykim
  30. 30. Keyword Planner Demo @larrykim
  31. 31. Priority = (Estimated Volume)*(Estimated CPC) ---------------------------------- ---------------- Keyword Competition Larry’s Keyword Prioritization Formula @larrykim • EstimatedVolume ~ Opportunity • Estimated CPC ~ CommercialValue • Keyword Competition ~ Likelihood of Success
  32. 32. • Author content… • Specifically themed • One page per Keyword Niche. • Organize content with relevant intelligent information architecture • Repeat! Step 3: Act – Apply Keyword Niches to On-Page SEO @larrykim
  33. 33. • In Paid Search a Key Metric is Quality Score. A higher Quality Score yield • Better Ad Exposure (Higher Ad Position) • Lower Cost per click • Better Conversion Rate • To Optimize your PPC Campaign’s Quality Score: • Use specific keywords and negative keywords • Group together closely related keywords • Write relevant text ads and destination pages Use Same Keyword Niches in PPC Campaign Creation @larrykim
  34. 34. A Note on Keyword Intent @larrykim
  35. 35. Keywords With Commercial Intent @larrykim
  36. 36. Keywords With Informational Intent @larrykim
  37. 37. Google Expects WAY More of Your Ads! @larrykim
  38. 38. Quality Score Based on Beating Expected CTR @larrykim
  39. 39.  Today, average score is 5/10. Previously was 7/10 Google Has Changed How the Ad Auction Works @larrykim
  40. 40.  Build Taxonomy, Organize & Prioritize Keywords  Act on Keyword Research according to Keyword intent, using Both PPC & SEO  Repeat for Years … Summary @larrykim
  41. 41. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages @wordstream @distilled
  42. 42. @wordstream @distilled www.distilled.net/u Master Search Marketing at Distilled’s Online University Join today and get 25% off – We’ll send you a link!

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