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Ken Jurina Keyword Research pub con 2012

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Ken Jurina Keyword Research pub con 2012

  1. 1. Keyword ResearchThinking Beyond the Phrase Ken Jurina President & CEO, Top Draw Inc. @kenjurina www.topdraw.com 1
  2. 2. Keyword Research Sucks 2
  3. 3. Keyword Research Sucks• No magic bullet – Keyword research tools are inaccurate. – At best “the numbers are just guides as to the popularity of terms relative to each other.” – Danny Sullivan 3
  4. 4. Keyword Research Sucks 4
  5. 5. Keyword Research Sucks 5
  6. 6. Let’s think beyond the phrase• Word Patterns• Word Co-occurrences• Niches• Tools 6
  7. 7. Let’s start with your site…• How many keyphrases does your website get traffic on? – How do you determine patterns? 7
  8. 8. You could…Option 1: Pattern match on keyphrases 8
  9. 9. Or, you could… Option 2: Pattern Match on WordsWhat would tip you off that you’re reading a Bush speech vs an Obama speech? 9
  10. 10. • Bush: security, freedom, liberty• Obama: our time and now 10
  11. 11. RomneyObama 11
  12. 12. 12
  13. 13. 13
  14. 14. Keyword Co-occurrences Insight into phrase variances via breaking them down to their component words. 14
  15. 15. Wholesale Candles 15
  16. 16. Fookes: NoteTab Fookes.com 16
  17. 17. 17
  18. 18. Keyword Co-occurrences 18
  19. 19. Keyword Co-occurrences• Full article by Tom Schmitz• Compile a master table• Sort keyword: # of words, then by # of searches =LEN(TRIM(A1))-LEN(SUBSTITUTE(TRIM(A1),” “,””))+(LEN(A1)>1)• Set aside relevant 1, 2 & 3 word phrases• Isolate optimization & Content Marketing opportunities• Automating & Scaling Keyword Research By Richard Baxtor 19
  20. 20. Google SuggestRemove Suggest Personalization (pws=0)http://www.makeuseof.com/tag/disable-googles-personalization-search-results/ 20
  21. 21. Product Suggesthttp://www.google.com/shopping 21
  22. 22. Suggest – Expanded• Expand Google Suggest term by adding a, b, c… 22
  23. 23. Ubersuggest.org 23
  24. 24. Keyword Expanderhttp://www.rob-millard.com/keyword-expander/ 24
  25. 25. Keyword Expanderhttp://www.rob-millard.com/keyword-expander/ Top 10 Google Suggest phrases for up to 100 keywords 25
  26. 26. Google Suggest API• Access via simple HTTP REST command: • http://google.com/complete/search?output= toolbar&q=pubcon 26
  27. 27. Soovle.com 27
  28. 28. Soovle.com 28
  29. 29. Keyword Research Tools 29Tools for brainstorming a seed list- Quintura - Yahoo Search AssistKeyword popularity– Wordtracker - Trellian’s Keyword Discovery– Google Trends - HitwiseCompetitive Intelligence– SEMrush - KeyCompete– Keywordspy - iSpionage- SearchMetrics - Spyfu 29
  30. 30. Thank You! Ken JurinaPresident & CEO, Top Draw Inc. @kenjurina ken@topdraw.com Download Presentation at:www.topdraw.com/presentations 30

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