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Keyword Research ProSEO Boston - Kate Morris

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Keyword Research ProSEO Boston - Kate Morris

  1. 1. Keyword Research<br />Taking it to the Next Level<br />Kate Morris<br />
  2. 2. KWR is Sexy Too …<br />And impacts your goals!<br />
  3. 3. Tools<br />File: http://dis.tl/j8J6kB<br />
  4. 4. Check the Diigo link for updates<br />
  5. 5. Social Media<br />
  6. 6. Understand the Buzz for Social Search<br />
  7. 7. Capture the Top Trends<br />http://trendsmap.com<br />
  8. 8. Write the Content and Link<br />Use the keyword ;)<br />
  9. 9. External Marketing<br />
  10. 10. Email is not Dead.<br />19%<br />of Holiday Shoppers chose an online retailer<br />because of an email <br />5%<br />of retailers were chosen because of Social Media<br />What Marketing Channel influenced your <br />search-to-sales last year?<br />http://dis.tl/iXzgiE<br />
  11. 11. Influence Using External Campaigns<br />Special K did it using Television<br />Rand said this too!<br />
  12. 12. Just Ask Them<br />
  13. 13. Competitive Research<br />
  14. 14. Investigate but don’t copy mistakes<br />There is a fine line, but knowledge is power.<br />Justin talked about this yesterday<br />http://dis.tl/lhPzeS<br />
  15. 15. Scrape for Optimized Places<br />The key is to focus on what sites use to optimize the page.<br />Title Tag<br />Keywords<br />Alt Tags<br />Italics<br />Bolded<br />H Tags<br />
  16. 16. Site Navigation<br />
  17. 17. Choices, Choices, Choices <br /> 1 2 3 4<br />
  18. 18. First, faceted navigation, do what?<br />Put simply, it allows people to search for a product with filters<br />Because we all hate falling in love with a dress to find out it’s not in our size, right?<br />
  19. 19. How Low Do You Go?<br />Remember that for the best indexation, you have to focus on the most important pages<br />But what variations do you index?<br />Not always necessary to index<br />Best Practice:<br />Staying within three levels if possible<br />
  20. 20. Images Site<br />
  21. 21. Check Out your Top Pages (you’ll need to filter)<br />Getting a feel for your top content getting traffic.<br />Sorry, can’t give the whole cow away.<br />Ducks are better anyway.<br />
  22. 22. Compare that with Internal Site Search<br />This will give you a look at what people can’t find. <br />Focus on those top searches that do not have a specific focus page.<br />Then check those for traffic and if your competitors have those pages.<br />
  23. 23. They Listened …<br />
  24. 24. Example: Nordstrom<br />Jackets - http://shop.nordstrom.com/c/baby-view-all/jackets<br />Sleepwear - http://shop.nordstrom.com/c/baby-view-all/pajama<br />Size 9m - http://shop.nordstrom.com/c/baby-view-all?size=9m (canonical)<br />Black - http://shop.nordstrom.com/c/baby-view-all?color=black (canonical)<br />Occasion Dresswear - http://shop.nordstrom.com/c/baby-view-all/occasion-dresswear<br />Notice the use of keywords (sometimes different than title) and only the main variations are indexed<br />
  25. 25. Use the Google Keyword Tool to scrape the page or just take a glance<br />The top results might be too generic, use your instincts to identify the best target with the most traffic.<br />
  26. 26. Boys shirts<br />Girls dresses<br />
  27. 27. Recommendation: Special Occasion<br />
  28. 28. And make a Christening and Baptism Gowns page<br />What is ranking right now is just one product, and products go away. <br />That’s position 22 … no bueno.<br />
  29. 29. Content<br />
  30. 30. You read my posts right? … Right?<br />http://dis.tl/jeEezT<br />
  31. 31. Content Shortcomings<br />Hey, watch the short jokes …<br />
  32. 32. Finding the Needle in the Long Tail Haystack<br />The post that just keeps on giving.<br />
  33. 33. Excel for SEOs<br />Two Months Live<br /><ul><li> Top Content on Distilled
  34. 34. Almost 25k Unique Views
  35. 35. 8 Minutes Avg. Time on Page
  36. 36. 913+ Tweets, 118 Likes</li></li></ul><li>How Do You Find These Topics?<br />
  37. 37. Bright Edge SEO X-Ray Keyword Opportunity Analysis<br />This is a list of keywords your competitors are ranking for but you are not.<br />
  38. 38. SpyFuKombat<br />Cheaper version<br />Also available for PPC terms (those help as well!)<br />http://www.spyfu.com/Kombat/<br />
  39. 39. $$$$<br />
  40. 40. Download Use eHow<br />http://dis.tl/klgKgN<br />The Answer is 25<br />
  41. 41. Let eHow do the leg work for you …<br />This can be applied to any content specialist site.<br />
  42. 42. Google Docs are Awesome<br />Shout out to Ben and Tom!<br />Please make your own copy before playing.<br />
  43. 43. =CONCATENATE("http://www.ehow.com/search.html?q=",$A$1,"")<br />
  44. 44. =importxml(A2,"//span[@class='name Heading5']")<br />
  45. 45. Using the logic that they have done the research already!<br />This isn’t perfect but can give you ideas for a direction.<br />
  46. 46. Example: Hot Sauce<br />Because some like it hot …<br />Remember to sign in to Google or the script won’t work.<br />
  47. 47. Don’t copy the content, rewrite, make it better<br />Get the traffic that your competitors are paying for<br />
  48. 48. What about Distilled?<br />Ummm…. cough … Keyword Research?<br /><ul><li>How to Conduct an Effective Keyword Research Campaign
  49. 49. http://www.ehow.com/how_2003157_keyword-search-campaign.html
  50. 50. How to Use Google AdWordsfor SEO Keyword Research
  51. 51. http://www.ehow.com/how_5149355_use-adwords-seo-keyword-research.html
  52. 52. How to Do Free Keyword Research For Articles
  53. 53. http://www.ehow.com/how_5854520_do-keyword-research-ehow-articles.html
  54. 54. How to Do Great Keyword Research For FREE - Tips For Newbies ...
  55. 55. http://www.ehow.com/how_5115206_do-keyword-research-tips-newbies.html</li></li></ul><li>Get the Focus of Each Article with Google Keyword Tool<br />Pay attention to use exact match, check country, and input the website URL<br />Don’t go for head terms, we are focusing on long tail<br /><ul><li> effective keyword research
  56. 56. google keyword research
  57. 57. keyword research free
  58. 58. free keyword research tool</li></li></ul><li>Develop New Post Ideas or Edit Old Ones<br />We didn’t rank for any of those terms …<br />effective keyword research<br />Effective Keyword Research: The Foundational Key <br />google keyword research <br />Is Using Google for Keyword Research the Only Way? <br />keyword research free<br />Is Keyword Research Ever Really Free?<br />free keyword research tool<br />Doing Keyword Research for Free: The Tools and Methods<br />When using keyword research tools to write, always look at the intent of the keyword. <br />
  59. 59. Taking Keyword Research Home …<br />Capture the RSS Feed of Google Trends. Use the feed to write one post a month. <br />Use an external campaign to drive searches, own your niche. <br />Investigate your competitors for keyword ideas.<br />Check keyword use for your top category page.<br />Develop one new blog idea from eHow.<br />
  60. 60. Kate Morris<br />Now to the firing squad …Got questions? Go!<br />

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