Organic Keyword Research

2,830 views

Published on

PubCon Austin 2011 Presentation on Creative Keyword Research ideas - how and where to find the keywords you might want to focus on with content on your site.

Published in: Business, Technology, Design
2 Comments
2 Likes
Statistics
Notes
No Downloads
Views
Total views
2,830
On SlideShare
0
From Embeds
0
Number of Embeds
729
Actions
Shares
0
Downloads
13
Comments
2
Likes
2
Embeds 0
No embeds

No notes for slide

Organic Keyword Research

  1. 1. Organic Keyword Selection<br />Presented by: Kate Morris<br />
  2. 2. Key Word Tools<br />Others will review …<br />Google Keyword Tool is highly inaccurate for traffic numbers<br />Good for Trends<br />Good for closely related ideas<br />
  3. 3. Google Key Word Tool Test<br />Key phrase: “it management”<br />Google: 3600<br />Webmaster Tools: 1600<br />Actual: 1294 <br />(per exact keyword in single AdWords campaign, accounting for impression loss)<br />Numbers from August 2010<br />
  4. 4. Key Phrase Research<br />Organic<br />Paid<br />Social<br />Email<br />Competitive Research<br />Site Architecture<br />
  5. 5. So where do you get ideas?<br />
  6. 6. The Box<br />Leave It<br />
  7. 7. Internal Site Search<br />Only for expanding/existing sites<br />Great for eCommerce sites<br />Easy setup in Google Analytics<br />Ideas for new content<br />What customers actually want<br />Get a list of queries that returned nothing<br />
  8. 8. ISS Example<br />
  9. 9. ISS Example<br />Top specific search is for “flower”<br />This is an image site.<br />Checking rank for flower images, they rank no where. <br />Good idea to build out a keyword list based on flowers and focus on those landing pages to rank. <br />
  10. 10. Yahoo Answers<br />Enter the topic as a search<br />Troll for actual keywords used<br />Also can inspire content<br />
  11. 11. Yahoo Answers Example<br />Business: Cupcake Baker<br />
  12. 12. Keywords Found<br />Cupcake baking tips - 73<br />Cupcake liners - 8100<br />Cupcake pans - 1000<br />Wedding cupcakes - 8100<br />Wedding cupcake stands - 390<br />Domed cupcakes – 16<br />Numbers are GKWT Exact Match Local US<br />
  13. 13. Yahoo Answers Example<br />Business: Executive Car Company<br />
  14. 14. Keywords Found<br />How much is a cab ride …<br />How much does a taxi ride cost …<br />Cab ride [insert airport name]<br />Ride to [insert airport name]<br />
  15. 15. Competitive Research<br />Two Way Street<br />Custom Scraper<br />http://dis.tl/dHghsQ<br />Find Keywords in:<br />Titles<br />Descriptions<br />Keywords Meta Tag<br />
  16. 16. Open Site Explorer<br />Enter competitors site<br />Look at Anchor Text Distribution<br />Download CSV<br />Remove Branded Terms<br />
  17. 17. For Sprinkles.com<br />
  18. 18. Wonder Wheel<br />Found in the Google SERPs<br />Automatic Mind Mapping<br />Using User’s Minds<br />Good for brainstorming<br />Can Scrape if Needed<br />Shhh, don’t tell Google<br />http://dxjones.com/wonder/wheel.php<br />
  19. 19. Wonder Wheel Example<br />
  20. 20. Expanded Area<br />17” laptop cases<br />13”, 15”, 18”<br />Women’s<br />Inch vs ”<br />Backpack<br />Sleeve(s)<br />Bag(s)<br />
  21. 21. Thank You!<br />kate.morris@distilledconsulting.com<br />

×