A Practical Guide to Keyword Research

Digital Marketing and SEO Consultant at Web Savvy Marketing
Mar. 21, 2017

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A Practical Guide to Keyword Research

  1. KEYWORD RESEARCHPresented by Rebecca Gill
  2. RULE #1 Don’t be greedy when selecting keywords.
  3. KEYWORD RESEARCH 1.  Create list of “seed words” using a variety of sources and data points 2.  Remove any branded keywords (we don’t optimize for those) 3.  Plug seed word list into your favorite tool to obtain additional options and monthly search volumes 4.  Extract reports in batches and create one uniform report 5.  Remove unnecessary data columns so you can focus on the right data 6.  Remove duplicate entries 7.  Remove branded keywords (yep we’re doing this again) 8.  Remove keywords that are known to be incorrect (spelling errors) 9.  Remove keywords that seem to be outside your target demographic and market 10. Sort the report by volumes and remove phrases that have very large volumes (generally broad and difficult to achieve) Copyright © 2017, All Rights Reserved My keyword research formula is ten steps that are entirely focused on getting your brain focused on the right content to help your visitors.
  4. RULE #2 Don’t rely on Google to brainstorm YOUR keyword phrases.
  5. KEYWORD EXAMPLE Copyright © 2017, All Rights Reserved hos$ng website hos$ng web hos$ng WordPress hos$ng managed WordPress hos$ng hos$ng WordPress WooComerce shared hos$ng web hos$ng services hos$ng services buy web hos$ng what is web hos$ng best hos$ng for WordPress hos$ng a website WordPress servers hos$ng reviews
  6. RULE #3 Keywords should equal your customers’ verbiage and should not be industry jargon.
  7. BUILDING THE SEED LIST Keywords are everywhere so keep your eyes and your mind open. Once you start thinking about keywords, you’ll see endless possibilities. Copyright © 2017, All Rights Reserved §  Your own ideas §  Manual variations of initial search phrases §  Reports, presentations, emails §  Google Search Console’s Search Analytics §  Google Analytics reports §  Google Adwords reports (advertisers only) §  Google auto suggest and related searches §  Bing Webmaster Tools §  Competitors’ visual content and sitemaps (HTML & XML) §  Competitors’ meta titles and descriptions §  Keywords found in SpyFu or SEMrush (you & your competitors) §  Suggestions from tools like KW Finder
  8. RULE #4 Pick your battles! You can’t win every keyword phrase so don’t waste valuable time trying.
  9. DIGGING INTO DATA There are lots of places to grab monthly search volumes. Pick your favorite, but stay with one tool so volumes are consistent. Copyright © 2017, All Rights Reserved
  10. Since Google Adwords has limited data to non-advertisers, I now use KW Finder. This tool is inexpensive and full of great data options for both search volumes and offering alternative keywords in the form of suggestions, auto complete, and questions. Copyright © 2017, All Rights Reserved DIGGING INTO DATA
  11. Copyright © 2017, All Rights Reserved REAL WORLD EXAMPLES Let’s jump into KW Finder and look at a real example of data.
  12. Copyright © 2017, All Rights Reserved NARROWING YOUR FOCUS Which is better: small business website hosting or WooCommerce hosting? §  Which one best fits your target demographic? §  Which one matches your target demographics' vocabulary? §  Review difficulty §  Review traffic trends §  Consider PPC amounts §  Now dig deeper…
  13. Copyright © 2017, All Rights Reserved DIGGING DEEPER
  14. Copyright © 2017, All Rights Reserved DIGGING EVEN DEEPER Which results in SERPs can you beat for WooCommerce hosting? §  Pagely has a small sales page with limited content. §  WinningWP has a larger page, but it’s just a recommended provider page and lacks really solid information. §  Chris Lema has a much larger article with solid information and lots of user interaction.
  15. RULE #5 Know your competition! This includes direct competitors and competitors in SERPs.
  16. KEY POINTS TO REMEMBER 1.  Don’t optimize for branded search terms, because Google already knows this is you. 2.  Don’t optimize for spelling errors, because it degrades your authority with Google. 3.  Zero search volumes isn’t always zero. Google will show this even when we know searches have occurred for actual client websites. 4.  Low volume searches are still good searches, because they: §  Make great blog posts §  Are easier to rank on in the short term §  Help support cornerstone content §  Provide options for fresh content Copyright © 2017, All Rights Reserved
  17. KEY POINTS TO REMEMBER 5.  PPC dollar should be reviewed because they help provide insight on search terms that convert into sales. A term with lower search volume and higher PPC amounts is always of interest. 6.  Remember to consider all locations as you look at the phrases and think about where we could apply these to actual content: §  Cornerstone pages §  Supporting pages §  Products §  Blog posts §  Training or resource materials §  White papers or eBooks §  Categories and tags Copyright © 2017, All Rights Reserved
  18. KEY POINTS TO REMEMBER 7.  Don’t lose sight of your target market, their needs, and the verbiage they use in search. 8.  Look beyond search volumes and consider other factors such as: §  Trends §  Domain authority §  Inbound links §  Social shares §  Content length and quality §  Estimated visits 9.  Never give up! You can beat the big guys if you really want. 10. You’re not done with this process. Your next step is creating a solid site map for you to follow. Copyright © 2017, All Rights Reserved
  20. Rebecca GillWordPress Agency Owner & SEO Instructor @rebeccagill Copyright © 2017, All Rights Reserved Three days of SEO training in a virtual classroom. Taking place in April of 2017. Learn my SEO process from the comfort of your own home or office. The To the Top course is an eight hour online course for DIY SEO education. Course includes videos, how-to tutorials, template downloads, and quizzes. Three day intensive SEO training workshop taking place in May of 2017. Learn my SEO process from start to finish in an interactive classroom setting. seosummit