Advanced Keyword Research - SMX London

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Covers the keys to keyword research success, how to manage your keywords using Silo Strategy, how to find new keywords, how to mine your analytics data, top Adwords keyword tool mistakes to avoid, some examples of advanced competitor analysis, and a detailed step-by-step keyword research instruction process.

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Advanced Keyword Research - SMX London

  1. 1. LocationsRoseville & San Francisco, CA - New York, NYEmail sales@blastam.comWeb www.blastam.comPhone (888) 252-7866Twitter @blastamSMX London 2013 Advanced Keyword Research
  2. 2. Kayden KellyCEO, Managing Director@kaydenkellyAdvancedKeyword Research( +Bonus Tips )kkelly@blastam.com
  3. 3. Agenda- 01 -Keys to Success- 02 -Silo Strategy – How to Manage Keywords- 05 -Adwords Keyword Research Mistakes & Tips- 04 -Analytics Research – How to Mine your Analytics Data- 07 -Bonus: Keyword Research Process- 06 -Competitor Analysis- 03 -Find New Keywords
  4. 4. - 01 -Keys to Success
  5. 5. Start with “Why”
  6. 6. UnderstandUser Intent
  7. 7. Identify Contentto CreateBest Answers/Most Value>> Leadership & Affinity
  8. 8. PrioritizeEfforts
  9. 9. StructureProcess
  10. 10. LifecycleUnderstand User Journey
  11. 11. Map toEntireCustomerLifecycleCustomerLifecycleAwareness InterestDecision AffinityPotential Customer Potential Customer Potential Customer Potential Customer Potential Customer Customer Repeat Customer Loyal Customer Customer Advocate CustomerAwareness Research Interest Evaluation Justify /Decide Buy Repeat Retention Support Referral
  12. 12. Awareness Consideration Decision Phase50%40%30%20%10%0%%ofsearchphrasesfeaturingthistypeofkeywordissue /opportunityissue /opportunityissue /opportunitybrandbrandbrandsolutionsolutionsolutioncomparison /review comparison /reviewcomparison /reviewKeyword Usage Pattern through the Buying ProcessCustomer Lifecycle
  13. 13. Clear Goals
  14. 14. Mistake #1No Success MetricsYou can’t improve, what 
you don’t measure"
  15. 15. Mistake #2Don’t focus only onthe decide stageNot all visitors are ready to buy"
  16. 16. Measurement ModelWhat does success look likeacross the lifecycle?
  17. 17. - 02 -Silo StrategyHow to Manage Keywords
  18. 18. Content Structure (Silos)Create PhotoBooks!Sell Your Book!BookmakingTools!...!Tier 2!Travel PhotoBooks!Baby PhotoBooks!Sports PhotoBooks!...!Tier 3!FootballPhoto Book!SoccerPhoto Book!GymnasticPhoto Book!Tier 4!Make Books!Tier 1! Head/Broad TermMid-Tail TermsLong-Tail/Specific Terms
  19. 19. SubSub-PageSubSub-PageSubSub-PageSubSub-PagePage1Page2Page3Page4Sub-PageSub-PageSub-PageSub-PagePage5HomeCentralized SilosHierarchy ofMulti-LayeredRelated Content
  20. 20. Sub-PageSub-PageSub-PageSub-PageSub-PageSub-PageSub-PageSubSub-PageSubSub-PageSubSub-PageSubSub-PageHomePage1Page2Page3Page4Sub-PageSub-PageSub-PageSub-PagePage5Created by linksExamples:Product Templates, Product IdeasThey can live in multiple categories,but they are all one themeDe-centralized Silos
  21. 21. Strategicvs.Tactical Keyword Research
  22. 22. Creating SilosSearch enginesreward sites withrelevant, focusedthemesStrategic KeywordResearch buildsout those themes
  23. 23. 5-12 SilosWith Top 35 Keywords for Each Silo
  24. 24. SeasonalityTactical Keyword ResearchUsing the right keywords for each specific pageoptimal keywordsub-optimal keyword
  25. 25. Silo ContentCoverage
  26. 26. Silo Content Coverage
  27. 27. Silo Content Coverage
  28. 28. - 03 -Find New Keywords
  29. 29. Adwords Keyword ToolAnalytics Competitors Website Search ResultsFind New Keywords
  30. 30. Matching Keywords to ContentMap Keywords:-  Primary-  Secondary-  TertiaryCreate new content-or-Update existing pages
  31. 31. - 04 -Analytics Research
  32. 32. Google AnalyticsAnalysis
  33. 33. Review Web Analytics123In Google Analytics1.  Login to Google Analytics2.  Go to Traffic Sources > Search >Organic (or Paid)3.  Set date range for 30-90 Days4.  Filter out branded keywords withadvanced segments5.  Examine current keywordsdriving traffic to site6.  Filter by potential keywordsfound in previous steps7.  Find keywords that providetraffic that convert8.  Add keywords to you list
  34. 34. Make it easier to find thekeywords you are looking forFilter byPotentialKeywordsFind Long-TailKeywordCombinationsFilter ResultsFilter by:- Advanced Segments- Keyword (Include/Exclude)Remove BrandedKeywords
  35. 35. See how that keywordis performing on thatspecific pageHow is a Keyword Performing?Add a secondary dimension: Landing PageIf keyword not performing well for a page, checkto see how well page is optimized for itCheck BounceRate for thatPage/Keyword
  36. 36. GA Word CloudIdentify clusters/top keywords
  37. 37. 1
  38. 38. Change # in URLto 1500
  39. 39. Tableau AnalysisGrouping
  40. 40. Keyword Group colored and sized by number of current visits
  41. 41. Keyword Group CPC ranking
  42. 42. Keyword groups sized by search volume and colored by share. Red means we have lowshare (<10%), Green more than 10%. Red & Big = Opportunity
  43. 43. Keyword Groups colored and sized by Share. Where do we have better visibility?Darker Blue = More Traffic
  44. 44. Keyword Groups by visits. What currently brings traffic to website and in what groups?Darker Blue = More Traffic
  45. 45. - 05 -Adwords Research
  46. 46. Mistake #1Not Logging In
  47. 47. Login to Google Adwords Keyword ToolLog-in to ViewMore Features(create account withoutsetting up AdWords)
  48. 48. Mistake #2Broad Match
  49. 49. 52www.BLASTAM.comKeyword Match TypesMatch Type Definition ResultsBroad Matchare synonyms, relatedsearches, and otherrelevant variationsphoto books, photobooks,photo albums, books,photo boxPhrase Matchis a phrase, and closevariations of that phrasephoto books, customphoto books, createphoto books[Exact Match] is an exact term photo booksExample Keyword = photo booksHow are they different?Start with Phrase Match toallow you to find additionallong-tailed keywordsIf Exact Match has no/lowvolume, use Phrase Matchinstead
  50. 50. Match Types Examples
  51. 51. Search OptionsFilter by location,language, device typeClick columns to seeadditional keyword data
  52. 52. Column DefinitionsDefaultcolumnsClick to addthese columnsCompetition- Level of competition for paid searchGlobal Monthly Searches- Worldwide searches (12 Month Average)Local Monthly Searches- US searches (12 Month Average)Approximate CPC (Search)- Estimated cost per clickLocal Search Trends- Monthly Search Trends
  53. 53. Add Your Keywordswedding photo bookswedding photo albumswedding photobooksmake a wedding photo bookcreate a wedding photo bookwedding photo guest bookhoneymoon photo albumwedding album templates
  54. 54. Mistake #3Exclude HighCompetition/CPCKeywords
  55. 55. Keyword Results Evaluate keyword volumeand potential based onlevel of competitionHIGHERCPC=HIGHERconversionpotential
  56. 56. Mistake #4OverlookingSeasonality
  57. 57. Keyword ResultsThis gives you anaverage of USsearch traffic Keywords areseasonalLook at theSearch Trends480 average880 in July
  58. 58. Keyword SeasonalityAverage MayExact Match for:[unique mothers day gifts] 14,800 135,000+120,200
  59. 59. Keyword GroupingAutomaticallycreates keywordgroups based onyour keywords
  60. 60. Groups Similar KeywordsIf anything triggers new keyword ideas addthem to your list and re-submit
  61. 61. Mistake #5Missing Ad GroupExpansion
  62. 62. Click on “Show moread groups” to viewmore groupsWait, There’s More
  63. 63. Narrow Your SearchAdd an Include Term“wedding”All keyword results nowinclude the term“wedding”
  64. 64. Download Keyword Data12
  65. 65. Download Keyword DataAverage SearchVolumeAd GroupsKeywordsSearch Volume byMonth
  66. 66. Evaluate Keyword Research13
  67. 67. Mistake #6Not ManuallyGenerating Lists
  68. 68. Keyword List Generator
  69. 69. Mistake #7Trusting Adwords(Sampled) Data
  70. 70. - 06 -Competitor Analysis
  71. 71. Keyword Rank Monitoring (Reactive)Don’t wait for ranking to change – watch what competitors are doingon and off-site. Take action proactively!•  Screaming Frog: Analyze site for keyword usage and contentchanges•  Linkdex: Monitor competitor link buildingBe Proactive
  72. 72. Screaming Frog Analysis
  73. 73. Screaming Frog Analysis
  74. 74. Screaming Frog Analysis
  75. 75. Screaming Frog Analysis
  76. 76. Screaming Frog Analysis
  77. 77. 80www.BLASTAM.comThanks for listening!Any Questions?Kayden KellyCEO, Managing Director
  78. 78. Roseville Office950 Reserve Drive, Suite 150Roseville, CA 95678San Francisco Office156 Second StreetSan Francisco, CA 94107New York Office261 Madison Ave, 9th FloorNew York, NY 10016Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com
  79. 79. - 07 -Bonus: Research Process•  Understanding keyword types•  How to avoid personalization and keyword chaining•  How to audit the SERP•  How to analyze competitor listings to mine top keywords & differentiators•  How to mine search suggestions and related keywords
  80. 80. Types of KeywordsPrimary Keyword• Most important keyword on the page• Higher search traffic (generally)• Used the most on the pageMake a yearbookHow to make a yearbookyearbook publishing, yearbook maker,family photo yearbook, elementaryschool yearbooks, middle schoolyearbooks, high school yearbooks,yearbook templates, photo yearbooksSecondary Keyword• Supports the primary keyword• Related to primary keyword• Usually more specific• Used less often than primary keywordTertiary Keywords•  Supports the other keywords•  Related to other keywords•  Offers more variations•  Helps sync with user intent when you usevariations of keywords they are thinking of•  Each tertiary keyword is used less thanprimary & secondary keywords
  81. 81. Use Keywords to Optimize Page ContentEach page should be focused on one primary keywordPart of the Page! Primary Keyword! Secondary Keyword! Tertiary Keyword!File Name! 1Page Title! 1Meta Description! 1Heading - H1! 1Headings - H2-H3!Body Content! 2-6 times 1-4 times 1-2 timesLinks - To the page 1Images!Secondary & Tertiary keywords should be used less
  82. 82. 2: Review Web Analytics3: Use Google AdWords Keyword Tool1: Perform Searches4: Evaluate Keyword Research5: Apply Keyword Research- 04 -Keyword Research Process
  83. 83. 88Before You Searchwww.BLASTAM.comPrevent Personalization fromSkewing your ResultsSearch Results are effected by:- Search History- Social Accounts- Localization- Account SettingsChrome:File -> New Incognito WindowFirefox:Tools -> Start Private BrowsingUse Incognito (Chrome) orPrivate Browsing (Firefox)Search Anonymously
  84. 84. 89Localizationwww.BLASTAM.comSet a more general location (like USA)- Use the country specific search engine- Set the correct location12
  85. 85. 90STEP 1:Perform Searches90Look for newkeywords in SERPsHow do your competitors writetheir title and meta description?What other keywords arethey using?
  86. 86. 91Create a List of Keywordswww.BLASTAM.comAdd your keywords to aspreadsheet as you goAdd variations:- Plurals- Rearrange the phrase- Combine Keywords tomake new phrasesDon’t leave anything out,this is brainstorming
  87. 87. 92Review SitesYours & Competitors92What keywords are used on the page?Look at:- File names- Headings- Links- Body Content- CTAs- Page Titles and Meta Tags
  88. 88. 93www.BLASTAM.comPay Attention toPaid Search AdsCompetition: How manyads are there?Are they relevant?Take a look at how they arewriting their ads and whatkeywords they are using
  89. 89. 94www.BLASTAM.comLook at UniversalSearch ResultsWhat Type or Universalresults are showing up?- Images- Videos- MP3s- News- Social Sites- Local ListingsAre these universalresults pushing downlistings?
  90. 90. 95Don’t Hit Enter!www.BLASTAM.comLook at GoogleSuggest ResultsStart typing and see whatGoogle suggestsGood way to findlongtail keywordsThese are good, qualitykeywords that Google issuggesting to everyone
  91. 91. 96Google Suggest Toolwww.BLASTAM.comhttp://ubersuggest.org/ÜbersuggestAllows you to see the GoogleSuggest results for the entirealphabetLets you drill down on certainkeywords and get furtherinformation
  92. 92. 97Related Searcheswww.BLASTAM.comEasily find newkeywords thatare relatedFollow these related keywords to findeven more relevant searches andkeywords
  93. 93. 2: Review Web Analytics3: Use Google AdWords Keyword Tool1: Perform Searches4: Evaluate Keyword Research5: Apply Keyword Research- 04 -Keyword Research Process
  94. 94. 99Step 2:Review Web Analytics123In Google Analytics1.  Login to Google Analytics2.  Go to Traffic Sources > Search >Organic (or Paid)3.  Set date range for 30-90 Days4.  Filter out branded keywords withadvanced segments5.  Examine current keywordsdriving traffic to site6.  Filter by potential keywordsfound in previous steps7.  Find keywords that providetraffic that convert8.  Add keywords to you list
  95. 95. Make it easier to find thekeywords you are lookingforFilter byPotentialKeywordsFind Long-TailKeywordCombinationsFilter ResultsFilter by:- Advanced Segments- Keyword (Include/Exclude)Remove BrandedKeywords
  96. 96. 101See how that keywordis performing on thatspecific pageHow is a Keyword Performing?Add a secondary dimension: Landing PageIf a keyword is not performing well on the page,check to see how well that page is optimized for itCheck BounceRate for thatPage/Keyword
  97. 97. 2: Review Web Analytics3: Use Google AdWords Keyword Tool1: Perform Searches4: Evaluate Keyword Research5: Apply Keyword Research- 04 -Keyword Research Process
  98. 98. 103www.BLASTAM.comSTEP 3: Use Google Adwords Keyword ToolLog-in to ViewMore Features(create account withoutsetting up AdWords)
  99. 99. 104www.BLASTAM.comKeyword Match TypesMatch Type Definition ResultsBroad Matchare synonyms, relatedsearches, and otherrelevant variationsphoto books, photobooks,photo albums, books,photo boxPhrase Matchis a phrase, and closevariations of that phrasephoto books, customphoto books, createphoto books[Exact Match] is an exact term photo booksExample Keyword = photo booksHow are they different?Start with Phrase Match toallow you to find additionallong-tailed keywordsIf Exact Match has no/lowvolume, use Phrase Matchinstead
  100. 100. 105www.BLASTAM.comMatch Types Examples
  101. 101. 106Search Optionswww.BLASTAM.comFilter ResultsInclude or ExcludeTermsChoose a relatedcategoryFilter by location,language, device typeClick columns to seeadditional keyword data
  102. 102. 107Column Definitionswww.BLASTAM.comDefaultcolumnsClick to addthese columnsCompetition- Level of competition for paid searchGlobal Monthly Searches- Worldwide searches (12 Month Average)Local Monthly Searches- US searches (12 Month Average)Approximate CPC (Search)- Estimated cost per clickLocal Search Trends- Monthly Search Trends
  103. 103. 108Add Your Keywordswww.BLASTAM.comwedding photo bookswedding photo albumswedding photobooksmake a wedding photo bookcreate a wedding photo bookwedding photo guest bookhoneymoon photo albumwedding album templates
  104. 104. 109Keyword Results Evaluate keyword volumeand potential based onlevel of competitionThe HIGHER thecompetition,the HIGHER theconversionpotential
  105. 105. 110Keyword Results This gives you anaverage of USsearch traffic Keywords areseasonalLook at theSearch Trends480 average880 in July
  106. 106. 111Keyword Groupingwww.BLASTAM.comAutomaticallycreates keywordgroups based onyour keywords
  107. 107. 112Groups Similar Keywordswww.BLASTAM.comIf anything triggers new keyword ideas addthem to your list and re-submit
  108. 108. 113Wait, There’s Morewww.BLASTAM.comClick on “Show moread groups” to viewmore groups
  109. 109. 114Narrow Your Searchwww.BLASTAM.comAdd an Include Term“wedding”All keyword results nowinclude the term“wedding”
  110. 110. 115Download Keyword Datawww.BLASTAM.com12Download either your originalkeyword ideas-or-keywords from thead group ideas
  111. 111. 116Download Keyword Datawww.BLASTAM.comChoose what file format youwould like
  112. 112. 117Download Keyword Datawww.BLASTAM.comAverage SearchVolumeAd GroupsKeywordsSearch Volume byMonth
  113. 113. 2: Review Web Analytics3: Use Google AdWords Keyword Tool1: Perform Searches4: Evaluate Keyword Research5: Apply Keyword Research- 04 -Keyword Research Process
  114. 114. 119Step 4: Evaluate Keyword Researchwww.BLASTAM.comWe will be creatingsheets for both Exact &Phrase match types
  115. 115. 120www.BLASTAM.comEvaluate Keyword Research: Step 1Step 1: Rename Spreadsheet to“Organization-SEO-kw-research-#keyword#-v1.0.xls”1
  116. 116. 121Evaluate Keyword Research: Steps 2-5www.BLASTAM.comStep 2:Rename worksheettab to “Phrase”2Step 3:Select Entire Top Row3Step 4:Bold4Step 5:Hide “Global MonthlySearches” column5
  117. 117. 122www.BLASTAM.comEvaluate Keyword Research: Step 6Step 6:Select Top Row andClick “Sort/Filter” Icon6
  118. 118. 123www.BLASTAM.comEvaluate Keyword Research: Step 7Step 7:•  Click Sort DownArrow on Approx. CPC(Cost Per Click)Column•  Click “Descending” 7
  119. 119. 124www.BLASTAM.comEvaluate Keyword Research: Step 8Step 8:Select Competition, LocalMonthly Searches, andCPC fields for all rowswith dashes “-” and clearcontents for propersorting.8
  120. 120. 125www.BLASTAM.comEvaluate Keyword Research: Step 9Step 9:•  Sort Descending againby CPC.•  Highlight top CPCvalues in green.•  Typically CPC valuesgreater than $1.50,but it depends on thequality and volume ofkeywords returned.9
  121. 121. 126www.BLASTAM.comEvaluate Keyword Research: Step 10Step 10:•  Sort Descending by“Competition”•  Highlight valuesgreater than or equalto 0.9010
  122. 122. 127www.BLASTAM.comEvaluate Keyword Research: Step 11Step 11:•  Sort Descending by“Local MonthlySearches”•  Highlight valuesgreater than or equalto 70 (or higher ifvolume is strong forthese keywordvariations)11
  123. 123. 128www.BLASTAM.comEvaluate Keyword Research: Step 12Step 12:Highlight keywords with:•  Good volume•  Higher CPC•  Higher Competition(which indicates keywordquality and betterconversion, commercialintent)12
  124. 124. 129www.BLASTAM.comEvaluate Keyword Research: Step 13Step 13:Highlight month(s) ingreen that have thehighest keyword volumeto identify seasonaltrends13You are now DONE withthe Phrase match typesheet.NEXT you need to createa sheet for the Exactmatch type keywords.
  125. 125. 130www.BLASTAM.comEvaluate Keyword Research: Step 14Step 14:•  Copy keywords fromPhrase tab to New tab•  Perform a Find/Replaceon quotation marks (“)and replace with blanks( )This allows you to copyclean keywords withoutmatch type back into theAdwords keyword tool14
  126. 126. 131www.BLASTAM.comEvaluate Keyword Research: Step 15-17Step 15:Clear out previouslysaved keywords15Step 16:Select Exact Match Type16Step 17:Paste your keywords intothe Word or Phrasetextbox17
  127. 127. 132www.BLASTAM.comEvaluate Keyword Research: Step 18-1918Step 18:Save All “MyKeywords”19Step 19:Download “MyKeywords ideas”
  128. 128. 133www.BLASTAM.comEvaluate Keyword Research: Step 20Step 20: Copy and Paste all rows to new “Exact” tab in existing spreadsheet20
  129. 129. 134www.BLASTAM.comEvaluate Keyword Research: Step 21Step 21: Repeat Steps 3-13 used for Phrase keyword research21
  130. 130. 135www.BLASTAM.comEvaluate Keyword Research: FinalizedSave your file and shareit with others
  131. 131. 2: Review Web Analytics3: Use Google AdWords Keyword Tool1: Perform Searches4: Evaluate Keyword Research5: Apply Keyword Research- 04 -Keyword Research Process
  132. 132. 137Step 5: Apply Keyword Researchwww.BLASTAM.com          PrimaryKeywordSecondaryKeywordTertiary Keywordshardcover photobookshardcover photobookcustom hardcover photo books,hard cover photo bookssoftcover photobookscustom softcoverphoto booksphoto books
  133. 133. 138www.BLASTAM.comUse your findings to createcontent recommendationsAdd your keywordsto the contentrecommendationsAdd seasonalityinformation (goodinfo when planningpriorities)

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