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.
www.wordstream.com/learn
Want to get smart in paid search?
@wordstream @distilled

3.
Larry Kim
Founder & CTO
@larrykim
Meet The Experts
Will Critchlow
Founder
@willcritchlow
@wordstream @distilled

4.
What is
KEYWORD RESEARCH?
@willcritchlow

5.
Real people telling us what they want
Modern Market Research
@willcritchlow

6.
DISCOVER GROUP UNDERSTAND VALUE USE
@willcritchlow

7.
Keyword Research is
MARKET RESEARCH
@willcritchlow

8.
Keyword Research is
CREATIVE PLANNING

9.
Keyword Research Has
CHANGED
@willcritchlow

10.
The Data is Messy (see: Conductor Study)
@willcritchlow

11.
The Tail Remains Long
@willcritchlow

12.
We Need to
UNDERSTAND
@willcritchlow

13.
Search Suggest = Inventory
@willcritchlow

14.
Don’t Forget Wildcards
@willcritchlow

15.
Related Searches = Volume
@willcritchlow

16.
HAT-TIP: @joshbachynski & @dan_shure (link)
Related to Site = Exploration
@willcritchlow

17.
Site Search = Unfulfilled Need
@willcritchlow

18.
Trends = Insight
@willcritchlow

19.
Regional = Differences
@willcritchlow

20.
Actions
@willcritchlow

21.
FREE module:
www.distilled.net/u/search-operators
Competitor Research
@willcritchlow

22.
Website Structure
@willcritchlow

23.
Content Strategy
@willcritchlow

24.
My Take on Keyword Research
@larrykim

25.
Welcome to My Blog!
@larrykim

26.
 Over 600k visitors / month!!
 Compound Monthly Growth Rate = 8%. HOW?!
What Effective Keyword Research Looks Like
@larrykim

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.
 Dominate your Search Category
 To do this you need a plan!!!
Global Domination Strategy
@larrykim

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.
Keyword Planner Demo
@larrykim

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.
• 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.
• 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.
A Note on Keyword Intent
@larrykim

35.
Keywords With Commercial Intent
@larrykim

36.
Keywords With Informational Intent
@larrykim

37.
Google Expects WAY More of Your Ads!
@larrykim

38.
Quality Score Based on Beating Expected CTR
@larrykim

39.
 Today, average score is 5/10. Previously was 7/10
Google Has Changed How the Ad Auction Works
@larrykim

40.
 Build Taxonomy, Organize & Prioritize
Keywords
 Act on Keyword Research according to
Keyword intent, using Both PPC & SEO
 Repeat for Years …
Summary
@larrykim

41.
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@wordstream @distilled

42.
@wordstream @distilled
www.distilled.net/u
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