Advanced Keyword Research Technology and Methodology - June 2011


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Keyword Research is the heart of all PPC and organic content marketing strategy and the lifeline for success in the search engines. But determining whether you are maximizing the ROI of your keyword research, both organically and for PPC, can been difficult.

Tune into this month's webinar for a review of some advanced technology and fresh methodology that shortens the roadmap to keyword success. WordStream founder and CTO Larry Kim, along with their VP of Product, Will Eisner and ideaLaunch founder Byron White team up to show you shortcuts to win the war of words on the web.

They'll dig deep into the art and science of keyword silo development along with the best tools to use that help SEO and PPC Specialists, writers, copywriters and marketing professionals to get on the same page.

In this webinar, you'll learn:

Keyword Research Methodology to increase your reach and decrease PPC spend
New Tools and Technologies that track the ROI and impact of your content and PPC
Keyword Silo How-To and Why-To
Performance Measurement Tips

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Advanced Keyword Research Technology and Methodology - June 2011

  1. 1. Advanced Keyword Research Methodology and Technology Byron White Larry Kim Will Eisner Chief Idea Officer Chief Technology Officer VP of Product ideaLaunch WordStream WordStream
  2. 2. Content Advanced KeywordMarketing Keyword ResearchRevolution Methodology Technology
  3. 3. TheContentMarketingRevolution
  4. 4. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  5. 5. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Video Web Widgets
  6. 6. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  7. 7. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice
  8. 8. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo-Target Testing Usability Testing Content Testing
  9. 9. And finding the most efficient path to engagement and salesThe Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback
  10. 10. It’s engaging customers offsite with content they needContent Distribution Article Portals Directories Press Releases Recruitment Ads Social Media Education Portals Publications Trade Shows
  11. 11. And scoring content engagement to find out who’s hotSalesforce Scoring Free Trials Content Downloads Proposal Downloads Newsletter Signups Widget Interaction Customer Logon
  12. 12. AdvancedKeywordMethodology
  13. 13. Content marketing is a six-step process and you need all six!
  14. 14. Keyword research fits with the SEO Plan and Content Plans What’s the SEO Plan? Keyword Research Keyword Filtering Keyword Silos Keyword Silo Analysis Keyword Performance
  15. 15. Step 1: Build your keyword base
  16. 16. Step 2: Research the competitive landscape
  17. 17. Step 3: Filter keywords
  18. 18. Step 4: Sort keywords into keyword silos
  19. 19. Keyword silos make it easy to score content for SEO
  20. 20. Step 5: Group keywords for performance measurement
  21. 21. AdvancedKeywordTechnology
  22. 22. Lots of keyword research tools•• Wordstream• Spyfu•• WebCEO• HitWise• Wordtracker• KeywordSpy• Trellian• Google AdWords• SEOmoz
  23. 23. Google AdWords keyword tool
  24. 24. Spyfu keyword research tool
  25. 25. Wordtracker keyword question tool
  26. 26. Keyword silos enable you to score content for SEO strength
  27. 27. Keyword performance can be measured in lots of ways
  28. 28. Track keyword performance for each keyword silo
  29. 29. Track keyword performance by listing position trendsKeyword Silos 150 keywords Priority Golden 1/3 Top 1 to 10 1/3 Top 11 to 50 1/3 Top >50 Keyword silos Primary Keywords Secondary keywords
  30. 30. Track keyword performance by organic market share
  31. 31. Track keyword performance impacted by published content
  32. 32. Also track content impact on individual keyword silos
  33. 33. Track keyword performance by increases in traffic
  34. 34. Also track content impact on traffic by keyword silo
  35. 35. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at] “The only marketing left is content marketing.” Seth Godin Free Book Download: Free WordVision 90 Day Trial: